What is a quality website according to Google?
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Barry Goggin January 30, 2009
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A Google document from 2007 entitled “Google Guidelines For Quality Raters”
was released into the wild last year. I wanted to analyze it a bit
because if you are going to develop a domain, then this document
describes what a quality site is, in Google’s eyes. Much of this
information is what you should be doing anyway when building a website
but it also describes possible traps you should try to avoid.
Search Engine Optimization
SEO techniques are ways to tweak a website so it will rank better in
the search engines. They are usually not overnight fixes but ways to
rank well as the website grows. Much has been written about SEO but
because Google and other search engine companies keep their algorithms
secret, it has been hard to confirm which techniques work or not except
through experience and trial and error.
Google Quality Raters
Google quality raters are people used by Google to review or
“hand-check” queries and websites found by those queries to make sure
that the search engine gives quality results. They also make sure that
the ranking of the website in the search engine is not due to spamming
techniques.
Good practices
I would like to use this document to encourage good website
development practices. This document confirms basic techniques that
have been used by the SEO community for quite some time now.
Location matters
If a user searches for “football” and is located in America, then
they are expecting websites about American football. However if they
are located in England, they would be expecting websites about football
aka soccer. Thinking about your user’s expectations is important when
crafting web pages on your site.
Broad or specific
“Broad queries are best matched by broad pages; specific queries are
best matched by specific or narrow pages.” A good technique is to have
both broad and narrow pages. For example, a page describing cell phones
(broad) and several pages describing each model of cell phone (narrow).
This way you fulfill both types of queries.
Rating scale
Pages are assigned a ranking according to a “Rating Scale: Vital,
Useful, Relevant, Not Relevant, or Off-Topic” by the quality reviewer.
Vital pages are rarer and are classified as such when they are dominant e.g. Microsoft.com (official company page).
Useful pages
Most of us will aim to generate “Useful” webpages. “A rating of
Useful is assigned to pages that contain some or all of the following
characteristics: highly satisfying, comprehensive, high in quality, and
authoritative.”
Not Relevant
We can also learn from “Not Relevant” pages. One example that turns
up quite often is where the search engine returns a webpage that in
itself does not have any good information but instead links to another
page with good relevant information. These kind of gateway pages can be
improved by putting the link into a page in context with good relevant
content around it.
Off-Topic
“A page that contains the query terms, but is conceptually off topic, should be given a rating of Off-Topic.”
This is common sense but it can happen accidentally when the query
term has multiple meanings.You can add a page or pages for other
meanings if appropriate to your users but it is not good practise to
create one solely for the search engines.
“If navigation to helpful content is very difficult, a rating of Off-Topic may be assigned. For example, if the link to good results is poorly-labeled or buried at the bottom of a long list of links, or if you need to click multiple times to get to helpful content, you may assign a rating of Off-Topic”
Good practice says you should label your link properly to reflect
what it links to. The best links are ones that are made in context as
opposed to a long list of links. If you need to make a list of links,
it is a good idea to provide a line or two description about what the
user will find when clicking on that link. This helps add context for
the search engine and user.
Next time I will go over what Google considers as spam. Again the
goal will be to make sure that you generate quality webpages that do
not accidentally run foul of these guidelines. |