When promoting in Google, it is important to understand the criteria by which this search engine evaluates the quality of the site’s pages. This will help you meet the established factors, which means it will increase the chances of reaching the TOP.
What does a “quality page” mean in terms of Google? In short, this is a page that achieves its goal (for an information site – to convey some information, for a commercial site – to make a profit). Depending on the type of page, Google uses different criteria to assess its quality.
The search engine makes more specialized, more stringent requirements for YMYL pages (stands for Your Money or Your Life). These are the types of pages that have the potential to impact a person’s health, happiness, financial stability, or safety. To assess the quality of these pages, Google uses the EAT algorithm, which stands for “Expertise, Authority and Reliability.” You can read more about this here.
Google has developed and published a specialized guide for assessors for assessing the quality of sites in search, to help webmasters understand which pages the search engine likes, what content should be placed on them and how it should look.
Based on the work of the assessors, the Google search algorithm is trained, so it is important to follow the requirements for the quality of pages in order to occupy high positions in the search results.
Below is a look at the main page quality criteria from Google’s English language guide.
1. Purpose of the page
Google writes that sites and pages should be created to help people be useful. They should not harm, cheat, or prioritize making financial gains. Pages that are useful or beneficial for people can contain entertaining content, provide information about something, sell products / services, allow something to be downloaded, etc.
Pages with no value that can hurt people get the worst rankings.
2. Expertise, Authority and Reliability of Content (EAT).
These criteria are important for all sites, but especially for YMYL.
The content on the site must be written by a professional, an expert in this field. It must also be truthful, verified and accurate using reputable sources.
We’ve already written an article on how to properly prepare content to meet the EAT criteria. You can familiarize yourself with it here.
3. Main content and amount of content
I think everyone already knows this, but it will not be superfluous to repeat: the content on the site must be of high quality, unique and verified. In addition, it needs to be constantly updated.
Regarding the amount of content, unfortunately, there are no clear criteria here: it all depends on the topic and purpose of each page. But what is important to understand: the user through the content should get answers to the main questions that he has. We recently talked about how much text should be on the site, we recommend reading it.
In addition to the main content of the page, Google also includes additional content. For example, for a commercial site selling goods, the block “Similar goods” and the search filter will not be superfluous, a basket is required. UGC content is also taken into account – that is, content created by the customers themselves, and not by the brand. These include, for example, reviews on product cards. For an information site, you can offer to read articles on the same topic, as well as add the ability to comment.
4. Information about the site and authors
The site should provide comprehensive information about the resource so that the user does not have any doubts about the reliability of your company. Google looks at the information on the pages “About Us”, “Warranty”, etc. Add photos of specialists, information about warranties, delivery, return options, contacts. To write a good About Company text, use our checklist from the article.
If you post articles by different expert authors, it will not be superfluous to create a page for each specialist with an indication of his regalia, as we have done.
5. Reputation of the site and the author
Google evaluates a site’s reputation based on information from third-party sources, looks at the number of links to a given page and reviews. It’s not so scary if there are no reviews on your site, much worse the presence of negative messages. By the way, you can read about how to work with negative reviews here, and about link promotion here.
When publishing articles on the site, it is necessary to indicate the author with his photograph, as well as his specialization. It is highly desirable that this is an expert in his field with a good rating – Google checks the articles of authors in other sources and, based on this, draws conclusions about his expertise and authority. In the article, in addition to the name, you can also give a link to the author’s social networks.
There is also such a factor as the usability of the page. It takes into account the page load speed, optimization for mobile devices, the absence of malicious content, support for the https protocol and the absence of annoying ads.
Based on the above, we can conclude that Google considers pages with unique, expert and verified content as well as pages with good reviews from users and experts to be quality pages.… If you want to achieve success in promotion, then, unfortunately, you cannot ignore these criteria.
As a summary, I suggest that you familiarize yourself with the following table.
|Google High Quality Page||Low quality page by Google|
|Having a purpose and value||Lack of value / purpose
Or the goal is solely to make a profit
|High level of EAT (expertise, authority, reliability)||Low EAT|
|Comprehensive information about the site and authors||There is no information about the site, authors and their regalia|
|Availability of quality content||Low quality content, deceiving users|
|Optimal amount of content||Not enough content / too much content|
|Good reputation of the site and authors||Negative reputation of the site and authors|
|No clickbait headlines||Having a shocking or exaggerating headline on the main content|
|Advertising is used optimally||Advertising distracts from the main content|
It is worth noting that all factors can be equally attributed to Yandex, since the quality criteria for these search engines are largely similar, and the Russian search engine is often based on Google and its experience.
For help in promotion, as always, you can contact us: we have both package offers and work according to an individual plan on a subscription basis. Write, call – we will be glad!