Introduction to Google’s Quality Raters
Google’s John Mueller recently discussed the role of third-party quality raters in evaluating changes to Google’s search algorithms at Search Central Live NYC. The key takeaway from his discussion was the importance of keeping a human in the loop when fine-tuning SEO decisions.
What are Third-Party Quality Raters?
Third-party quality raters are external reviewers who assess the quality of search results and web pages to provide feedback on the effectiveness of Google’s algorithms. They don’t directly affect individual website rankings, but their judgments help evaluate the success of algorithm updates and tests. To standardize their criteria, Google created guidelines for quality raters to follow, making their judgments more objective.
According to John Mueller, “We work together with so-called quality raters. These are external people who review the quality of search results, who review the quality of web pages to let us know, are we in a good place? Are we going in the right direction? Are the changes that we are working on actually making sense and acceptable for you?” This highlights the importance of human judgment in evaluating algorithm changes.
The Quality Raters Guidelines
The guidelines for quality raters are a publicly available document that outlines what Google considers when evaluating content quality. Mueller encourages SEOs and publishers to read the guidelines, stating, “I think for most websites it makes sense to at least have gone through it, or maybe control F and search through it for keywords that you care about just so that you have a sense of what Google is thinking when they’re making changes.” However, he clarifies that the guidelines are not a handbook of ranking factors.
The Purpose of Quality Raters Guidelines
The quality raters guidelines are not a document that explains how Google ranks websites. Instead, it provides guidance on how to review content quality and evaluate whether search results meet user needs. Mueller notes, “They do a number of different tasks for us, and one of them is page quality, where they tell us, like, is this a high-quality page or not?” This process helps Google refine its algorithms to better serve users.
Humans in the Loop
The key takeaway from Mueller’s discussion is that human judgment is at the heart of Google’s algorithm development. While algorithms are mechanical, they aim to emulate human decisions about what is and is not spam, and what is and is not a high-quality search result. This means that SEO should focus on creating content that resonates with humans, rather than just trying to feed the machine.
Human Judgment is Core to Google’s Algorithm Development
Quality raters play a crucial role in evaluating algorithm changes and ensuring that search results improve for users. Their feedback helps Google adjust its algorithms based on human reactions, rather than just machine metrics.
Quality Raters Guidelines Reflect Google’s Values
The quality raters guidelines reflect Google’s values and define what the company considers useful, high-quality content. By reading the guidelines, businesses and SEOs can gain insight into Google’s criteria for high-quality content and evaluate their own content accordingly.
SEO Today is About Human Experience
The underlying message from Mueller’s discussion is that Google’s algorithms aim to emulate human judgment. As a result, SEO should focus on creating content that provides a positive user experience and is useful to humans, rather than just checking boxes or focusing on busy-work.
Conclusion
In conclusion, Google’s use of third-party quality raters highlights the importance of human judgment in evaluating algorithm changes and creating content that resonates with users. By understanding the role of quality raters and the guidelines they follow, businesses and SEOs can create content that aligns with Google’s values and provides a positive user experience. Ultimately, this approach will lead to better search results and a more effective SEO strategy.