We all know what makes up a good web page. But how many of you know what a poor web page consist of? Google routinely publishes their Search Quality Evaluator Guidelines which contains key information for SEO. This document has an interesting section called Page Quality Rating Guideline. This document provides a unique glimpse into how the search giant ranks and indexes web pages.
By understanding page quality we can optimize our sites for success.
Introduction to Page Quality Rating
Essentially the goal of Page Quality rating is to evaluate how well the page achieves its purpose. Sense there are different websites with different purposes, the expectations differ for various types of sites.
These are a sequence of steps that are followed to determine the PQ score of a web page. These include:
- Understanding the Purpose of the Webpage
- Understanding Web Page Content
- Main Content Quality and Amount
- Finding the Webmaster
- Website Reputation
- Expertise, Authoritativeness, Trustworthiness
What Comprises A Low Quality Website
According, to the Search Quality Evaluator Guidelines: Low quality pages are unsatisfying or lacking in some element that prevents them from adequately achieving their purpose.
It is important to note that there are very different standards for pages on professionally-produced business websites and personal hobbyist websites. Google utilizes a dynamic ranking scale.
Unsatisfying Amount of Main Content
Important to note: An unsatisfying amount of MC is a sufficient reason to give a page a Low quality rating. This could include a lack of a company bio, mission statement, contact us pages and thin service or product pages.
Distracting/Disrupting/ Ads and Supplementary content
Ads which disrupt the usage of MC
This includes pop up ads which make the mobile experience difficult or ads that float over the main content portion as searchers scroll.
Prominent Presence of Distraction SC or Ads
Some webpages have ads and content designed to lure searchers to highly monetized web pages. An over abundance of ads provides a poor overall user experience.
Google uses third party data to compile information on a business’s reputation. Negative reputation is a sufficient reason to give a page a Low quality rating.
Lacking Expertise, Authoritativeness, or Trustworthiness
Topics that are centered around medical advice, legal advice, financial advice should come from authoritative sources in those fields. Google takes into consideration who is responsible for the content of a website or page.
Build out your content. Since the Fred algorithm update Google has been proactively attacking websites that have poor or an inadequate amount of content.
Keep Ads to a Minimum. Google has been known to levy penalties against website that use a disproportionate amount of ads compared to the content on their site. If you need an example look no further than forbes.
Monitor & Improve Your Reputation. It is critical to not only monitor and respond to negative reviews. But also, be proactive in acquiring positive reviews in Google and other other major syndicators.
Establish Expertise, Authoritativeness, & Trustworthiness
Build your websites reputation as an authority through regular blogging. Build out appropriate supplementary content such as, about section, company profile etc.