General Guidelines
General Guidelines
Overview
0.0 Introduction
to Search
Quality Rating
0.1
The Purpose
of Search Quality Rating
0.2 Raters
Must Represent
the User
0.3
Browser Requirements 0.4 Ad
Blocking Extensions 0.5
Internet Safety
Information
Part 1: Page Quality
Rating Guideline 1.0
Introduction to Page Quality
Rating
2.0 Understanding
Webpages and
Websites 2.1
Important Definitions
2.2
What is
the Purpose of a Webpage? 2.3 Your Money or
Your Life
(YMYL) Pages 2.4 Understanding Webpage
Content
2.4.1 Identifying the Main Content (MC)
2.4.2
Identifying
the Supplementary
Content
(SC) 2.4.3
Identifying
Advertisements/Monetization (Ads) 2.4.4 Summary
of the Parts of
the Page
2.5 Understanding
the Website 2.5.1 Finding
the Homepage
2.5.2
Finding Who is Responsible
for the
Website and
Who Created
the Content
on the Page
2.5.3 Finding
About
Us, Contact
Information,
and Customer Service
Information
2.6 Reputation
of the Website or
Creator of the Main Content
2.6.1
Research on the Reputation
of the
Website or
Creator of the Main Content
2.6.2 Sources
of Reputation Information
2.6.3
Customer Reviews of Stores/Businesses
2.6.4 How
to Search
for Reputation
Information
2.6.5 What
to Do When You Find No
Reputation Information 3.0 Overall Page
Quality
Rating
3.1 Page
Quality Rating: Most Important Factors
3.2 Expertise,
Authoritativeness, and Trustworthiness (E-A-T) 4.0 High Quality
Pages
4.1 Characteristics
of High Quality Pages
4.2 A
Satisfying
Amount of High Quality
Main Content
4.3
Clear and
Satisfying
Website Information:
Who is
Responsible and
Customer Service 4.4 Positive Reputation
4.5
A High
Level of
Expertise/Authoritativeness/Trustworthiness (E-A-T) 4.6
Examples of High Quality
Pages
5.0 Highest
Quality Pages 5.1
Very High
Quality MC
5.2 Very Positive Reputation
5.3 Very High Level
of E-A-T
Copyright 2018
July 20, 2018
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6 6
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6
7 7 7 7 8 9 9 9 10
10 11 11 11 13 13 14
15 15
15 15
17 18
18 18
19 19
20 20
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21 25
25 25
25
1
5.4 Examples
of Highest Quality
Pages 26
6.0 Low
Quality Pages
31
6.1 Lacking
Expertise, Authoritativeness, or
Trustworthiness (E-A-T) 31
6.2 Low
Quality Main Content 31
6.3 Unsatisfying
Amount
of Main
Content 32
6.4 Distracting
Ads/SC
32
6.5 Mixed
or Mildly
Negative Reputation of the
Website or
Creator of the Main Content 32
6.6 Unsatisfying
Amount
of Information about the Website or Creator of
the Main
Content 33
6.7 Examples
of Low
Quality
Pages 33
7.0 Lowest Quality
Pages 36
7.1 Lack
of Purpose
Pages 37
7.2 Pages
that Fail to Achieve
Their Purpose
37
7.2.1 Lowest E-A-T 37
7.2.2 No/Little Main Content
37
7.2.3 Lowest
Quality
Main Content
38 7.2.4
Copied Main Content
38
7.2.5 How
to Determine if
Content is Copied
39
7.2.6 Auto-Generated Main Content 40
7.2.7 Obstructed or
Inaccessible Main Content 40
7.2.8 Inadequate
Information about
the Website or Creator
of the
Main Content 40 7.2.9
Unmaintained Websites,
and Hacked,
Defaced, or Spammed Pages
40
7.3 Pages
that Potentially Spread Hate 41 7.4
Potentially Harmful Pages
41
7.4.1
Encourage Harm
41
7.4.2
Malicious
Pages
41 7.4.3 Negative or Malicious Reputation
42
7.5 Pages
that Potentially Misinform Users
42
7.6 Pages
that Potentially Deceive Users
43 7.6.1 Deceptive Page Purpose
43
7.6.2
Deceptive
Page Design 43
7.7 Examples
of Lowest
Quality Pages 45
8.0 Medium
Quality Pages
52
8.1 Examples
of Medium
Quality
Pages 53
9.0 Page
Quality Rating Tasks 55
9.1 Instructions
for Rating
Page Quality Tasks
56
9.1.1 Rating
on Your Phone
56
9.2 Reputation
and E-A-T: Website
or the
Creators of the Main
Content?
56 10.0
Page Quality
Criteria
for Specific
Types of
Pages
57
10.1 Ratings
for Encyclopedia Pages
57 10.2
Ratings for Pages with Error Messages
or No
MC
57 10.3
Ratings for Forums and
Q&A pages
58 11.0 Page Quality Rating
FAQs
62
Part 2: Understanding Mobile User Needs
63
12.0 Understanding
Mobile Users, Mobile Queries,
and Mobile
Results
63 12.1
Important Rating Definitions and
Ideas
64
Copyright
2018 2
12.2 Understanding
the Query
65
12.3 Locale
and User
Location
65
12.4 Queries
with an
Explicit Location
66 12.5
Queries with Multiple Meanings
66
12.6 Query
Meanings Can Change Over Time 67 12.7
Understanding User Intent
68
12.7.1 Know and Know
Simple Queries
68
12.7.2 Do and Device Action Queries
69 12.7.3
Website Queries
70
12.7.4 Visit-in-Person
Queries and User Location
71
12.7.5 Queries with Multiple
User Intents
74 12.8
Understanding Result Blocks
74
12.8.1 Web Search Result
Block Examples
74
12.8.2 Special Content Result Block Examples
75
12.8.3 Device Action Result Block Examples
77
12.8.4 How Device Action
Results are Displayed in Rating
Tasks
79 12.9
Rating on Your Phone
Issues
82
Part 3: Needs Met Rating Guideline
83
13.0 Rating
Using the
Needs
Met Scale
83 13.1 Rating
Result Blocks:
Block Content
and
Landing Pages
83
13.2 Fully
Meets (FullyM)
86 13.2.1 Examples of Fully Meets (FullyM)
Result Blocks
86 13.2.2
Examples of Queries that
Cannot Have Fully Meets
Results
95 13.3
Highly Meets (HM)
96
13.3.1 Examples of Highly
Meets (HM)
Result Blocks
96 13.4 Moderately
Meets (MM)
106
13.4.1 Examples of Moderately
Meets (MM)
Result Blocks
106 13.5
Slightly Meets (SM)
108
13.5.1 Examples of Slightly Meets (SM) Result Blocks
108 13.6
Fails to
Meet (FailsM)
111 13.6.1 Examples
of Fails to Meet
(FailsM) Result Blocks
111
14.0 Rating
Porn, Foreign Language, Did
Not Load, and Upsetting-Offensive
Results 122 14.1
Porn Flag
122 14.2
Needs Met
Rating for Porn Results
122
14.2.1 Needs Met Rating
for Clear
Non-Porn Intent Queries
122
14.2.2 Needs
Met Rating for
Possible Porn Intent Queries
123
14.2.3 Needs Met Rating
for Clear
Porn Intent Queries
123 14.3
Reporting Illegal Images
124
14.4 Foreign
Language Flag
124
14.4.1 Using the Foreign
Language Flag
124 14.4.2
Needs Met
Rating
for Foreign
Language Results
125 14.5
Did Not
Load Flag
127
14.5.1 Using the Did Not Load
Flag
127 14.5.2
Needs Met
Rating
for Did
Not Load
Results
128 14.6 Upsetting-Offensive
Flag
128
Copyright
2018 3
14.6.1 Using
the Upsetting-Offensive
Flag
129
14.6.2 Needs Met Rating
for Upsetting-Offensive Tolerant
Queries
131
15.0 The
Relationship between E-A-T and
Needs
Met
133
16.0 Rating
Queries with Multiple Interpretations and Intents
135
16.1 Rating
Queries with Both Website and Visit-in-Person
Intent
135 17.0
Specificity of Queries and
Landing Pages
136
18.0 Needs
Met Rating
and Freshness
143 19.0
Misspelled and Mistyped Queries
and Results
145
19.1 Misspelled
and Mistyped
Queries
145 19.2
Name Queries
146 20.0 Non-Fully
Meets Results for
URL Queries
146
21.0 Product
Queries: Importance of Browsing and Researching
148
22.0 Rating
Visit-in-Person Intent Queries
149
22.1 Examples
Where User
Location
Does (and
Does Not)
Matter
150 23.0
Rating English Language Results in Non-English
Locales
152
23.1 Examples
of English (and Non-English) Results in
Non-English
Locales
153
Appendix: Using the Evaluation Platform
158
24.0 Overview
158 25.0 Acquiring
Tasks
158 26.0
Rating Tasks
Using the
Rating Interface
158 27.0
Releasing Tasks
159 28.0 Understanding
the User
Location
on the
Task Page
161 29.0
Reporting Duplicate Results in
Tasks
161 29.1
Pre-Identified
Duplicates
161
29.2 Rater-Identified Duplicates
162 29.3
Reporting Duplicate Results
163 30.0
Simplified Needs Met Tasks
164
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