6.0 Low Quality Pages
Low
quality pages may have been
intended
to serve
a beneficial
purpose. However, Low quality pages do
not achieve their purpose well because
they are
lacking
in an
important dimension, such as having an unsatisfying
amount
of MC, or because the
creator of the MC lacks expertise
for the
purpose of the page.
If a
page has
one or
more of
the
following characteristics, the Low
rating applies:
● An
inadequate level of Expertise, Authoritativeness, and Trustworthiness
(E-A-T). ● The quality of
the MC
is low.
● There
is an
unsatisfying amount of MC
for the
purpose of the page.
● The
title of
the
MC is
exaggerated or shocking.
● The Ads or SC
distracts
from the
MC.
● There is an
unsatisfying amount of website information or information about the creator
of the
MC for
the purpose of the page (no
good reason
for anonymity).
● A mildly negative reputation for a website or
creator of the MC,
based on
extensive reputation research.
If a
page has
multiple Low quality attributes, a rating lower
than Low may be appropriate.
6.1 Lacking Expertise, Authoritativeness, or Trustworthiness (E-A-T)
Low quality pages
often
lack an
appropriate level of E-A-T for the purpose
of the
page.
Here are some examples:
● The creator of
the MC
does not
have adequate expertise in the topic of the
MC, e.g. a tax form
instruction video made by
someone with no clear expertise
in tax preparation.
● The
website is not an authoritative source for the topic of
the page,
e.g.
tax information on
a cooking
website. ● The MC is
not trustworthy,
e.g. a
shopping checkout page that has
an insecure
connection.
Note: Websites with
user-generated content span the
Page Quality rating spectrum. Please
pay careful attention to websites
that allow
users to publish content
with little oversight, such as social networking
pages, video sharing websites,
volunteer-created encyclopedias, article sharing websites,
forums, etc. Depending
on the
topic,
pages on
these websites
may lack
E-A-T.
Important: The
Low rating
should be used if the page lacks
appropriate E-A-T for its
purpose.
6.2 Low Quality
Main Content
The quality of
the MC
is an important
consideration for PQ rating. We will consider
content to be Low quality
if it
is created
without adequate time, effort, expertise, or talent/skill. Pages with
low quality
MC do
not achieve
their purpose
well.
In addition,
please examine the title
on the
page. The
title of
the page
should describe
the content.
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Exaggerated
or shocking
titles
can entice
users to
click on
pages in
search
results. If pages
do not
live up
to the exaggerated or
shocking title or images, the experience leaves
users feeling surprised and
confused. Here is an
example of a page with
an exaggerated
and shocking
title: "Is the World about to
End?
Mysterious Sightings
of 25ft
Sea Serpents Prompt Panic!" as
the title
for an
article
about the
unidentified
remains of one small dead
fish on
a beach. Pages with exaggerated
or shocking
titles that do not
describe the MC well should be rated
Low.
Important: The
Low rating
should be used if the page has
Low quality MC.
6.3 Unsatisfying Amount of Main
Content
Some Low quality pages are
unsatisfying
because they have a small
amount
of MC
for the
purpose of the page. For
example, imagine an encyclopedia article on a very broad
topic such
as World War II that has
just a
few paragraphs.
Important: The
Low rating
should be used if the page has
an unsatisfying
amount
of MC
for the
purpose of the page.
6.4 Distracting Ads/SC
We expect Ads
and SC
to be
visible. However, some Ads, SC,
or interstitial pages (i.e., pages displayed before or after
the content
you are
expecting)
make it
difficult
to use
the MC. Pages
with
Ads, SC,
or other features that distract
from or
interrupt the use of the MC should
be given
a Low
rating.
A single pop-over
Ad with
a clear and easy-to-use close button
is not terribly
distracting, though may not
be a
great user experience. However,
difficult-to-close
Ads that follow
page scrolls
can be
truly distracting and make the MC
difficult
to use.
The content of
the Ads,
SC, or
other
features may be distracting
as well:
sexually suggestive images such
as here, grotesque images
such as
here, and porn
Ads on
non-porn pages should be
considered very distracting.
Finally, Ads
and SC
can be
distracting if the titles
or images
of the Ads or
SC are
shocking or disturbing. Here is an
example of a page with
shocking and exaggerated titles, images,
and text
in the
Ads and
SC.
Important: The Low rating should
be used
if the page has
Ads, SC, or
other features
that
interrupt or distract from
using the
MC.
6.5 Mixed or Mildly
Negative Reputation
of the
Website or Creator of the
Main Content
Extensive
reputation research is required
for all
PQ rating tasks unless you have
previously researched the reputation
of the
website. Many websites have
little
reputation information, unfortunately.
Of the
websites with reputation information, most websites have a
good reputation. Please exercise
care when
researching the reputation of businesses.
Try to
find as
many reviews
and ratings
as possible,
and read the
details of negative reviews and low
ratings before inferring that the business
overall has a negative reputation. A few
negative customer service reviews
are typical
for businesses
such as
restaurants.
If the MC
was not
created
by the
website, research the reputation
of the creator
of the
MC.
While many
ordinary people do not have
reputation information available on
the Internet, you can
find
reputation information on well-known
YouTubers,
journalists, authors, bloggers and
vloggers, professionals such as lawyers and doctors,
etc.
Pay attention when
there is
evidence of mixed or mildly
negative—though
not malicious
or financially fraudulent—reputation. The Low rating should be
used if
the website
or the
creator
of the
MC has
a mildly
negative reputation.
Important: For a YMYL
website,
a mixed
reputation
is cause
for a
Low rating.
We expect some
form of
website information for many
or most
websites. We expect
clear information
about who
(e.g., what individual, company,
business, foundation, etc.) created
the MC, unless
there is
good reason
for anonymity. A long-standing
Internet alias or username
can also
serve the
same function as identifying the
MC creator.
However,
the amount
of information
needed about
the website
or creator of the MC depends
on the purpose of
the page. For
personal websites or non-YMYL forum discussions, an email address or
social media link alone may be sufficient.
Stores
and websites
that
process financial transactions require a high level
of user
trust. If a store or
financial transaction website has
just an
email address
and physical address, it may be
difficult
to get
help if
there are
issues with the transaction. Likewise,
many other
types of
YMYL websites
also require
a high
degree of user trust.
Important: For YMYL pages and
other pages
that require
a high
level of
user trust, an unsatisfying amount
of any
of the
following is a reason to
give a
page a
Low quality
rating: customer service information,
contact
information, information about who
is responsible
for the website
or information
about
who created the content. For other types
of websites, use your judgment.
6.7 Examples of Low Quality Pages
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7.0 Lowest Quality Pages
This section describes Lowest quality pages. The examples at
the end
of this section are critical for understanding
these concepts, so please
review them carefully. As
a reminder, here
are the
steps for
doing PQ
rating.
1. Understand the
true purpose of the page. Websites and
pages should
be created
for users
in order
to serve
a beneficial
purpose, in other words, they should
exist to help
users.
2. Websites or
pages without
a beneficial
purpose,
including pages that are created with no
attempt
to help
users, or pages that potentially spread hate, cause harm,
or misinform or deceive users, should
receive the Lowest rating.
E-A-T and
other page
quality characteristics
do not play
a role
for these
pages.
For example, any page attempting
to scam
users should receive the Lowest rating, whether
the scam
is created
by an
expert
or not.
3. Otherwise, the
PQ rating
is based
on how
well the page achieves
its purpose
using the criteria outlined
in these
guidelines. Pages that
fail to achieve their
purpose should receive the Lowest rating.
Here is
a summary
of what
different
types of
Lowest pages look like:
|
Type of
Lowest Page
|
What Pages Looks
Like
|
|
Pages that potentially spread hate
|
● Promote hate or violence towards
a group of
people
|
|
Potentially harmful pages
|
● Encourage harm to
self or others
● Malicious pages,
e.g., scams, phishing,
malware downloads ● Extremely negative or
malicious reputation
|
|
Pages that potentially misinform users
|
● Demonstrably inaccurate
content
● YMYL content that contradicts well-established
expert
consensus ● Debunked or unsubstantiated conspiracy theories
|
|
Pages that potentially deceive users
|
● Deceptive intent,
e.g., websites created to
deceive users
● Deceptive
design, e.g., Ads that are
disguised as MC
|
|
Lack of purpose pages
|
● No MC
● Gibberish MC
● Cannot determine a purpose
|
|
Pages that fail to
achieve their
purpose
|
● Lowest E-A-T
● No/little MC or lowest quality
MC
● Copied
MC or
auto-generated MC ● Obstructed or inaccessible
MC
● Inadequate information about the
website
or creator of
the MC
● Unmaintained websites,
and hacked, defaced, or
spammed pages
|
7.1 Lack of Purpose
Pages
Sometimes
it is
impossible to figure out
the purpose
of the page. For
example, some pages are either accidentally or deliberately created with no MC or
gibberish and/or meaningless MC. Some pages
fail to
achieve their purpose so profoundly
that the
purpose
of the
page cannot
be determined. Such pages serve
no real
purpose for users.
No matter
how or
why they
are created, lack of purpose pages
should be rated Lowest quality.
7.2 Pages that Fail
to Achieve Their Purpose
7.2.1 Lowest E-A-T
One of the
most important criteria of PQ rating is
E-A-T. Expertise
of the creator
of the
MC,
and authoritativeness or trustworthiness of the page or
website, is extremely important for a
page to
achieve
its purpose
well.
If the E-A-T of
a page
is low
enough, users cannot or
should not use the MC
of the page. This is
especially true of YMYL topics. If the page
is highly
inexpert,
unauthoritative
or untrustworthy, it
fails to
achieve its purpose.
Important: The
Lowest rating
should be used if the page
is highly
inexpert, unauthoritative, or untrustworthy.
7.2.2 No/Little Main
Content
Pages exist to
share their MC
with users. The
following pages should be rated Lowest because they fail to achieve
their purpose:
● Pages with no MC.
● Pages with a bare
minimum of MC that is unhelpful for
the purpose
of the
page.
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7.2.3 Lowest Quality Main Content
The Lowest rating
applies
to any
page with
Lowest Quality
MC. Lowest quality
MC is
content created with such
insufficient
time, effort, expertise, talent, and/or skill that
it fails
to achieve its
purpose. The Lowest rating
should
also apply
to pages
where users
cannot benefit from the
MC, for example:
● Informational pages with
demonstrably inaccurate MC.
● The MC is so
difficult
to read,
watch,
or use, that it takes great effort to understand and use
the page.
● Broken functionality of
the page
due to
lack of skill
in construction,
poor design, or lack of maintenance.
Have high standards
and think
about
how typical users in your
locale would experience the MC on
the page. A page may
have value
to the
creator or participants in the discussion,
but few
to no
general users who view
it would
benefit from the MC.
7.2.4 Copied Main
Content
One way
to create
MC with
little
to no
time,
effort,
or expertise
is to
copy it
from another
source.
The word “copied”
refers to the practice
of “scraping”
content,
or copying
content from other non-affiliated websites without adding any original
content or value to users (see here for
more information
on copied or
scraped content).
Important: We do not consider
legitimately licensed or syndicated content to be “copied” (see
here for more
on web syndication). Examples
of syndicated
content
in the
U.S.
include news articles by AP or
Reuters.
The Lowest rating
is appropriate if all or almost
all of the
MC on
the page
is copied
with
little or no time, effort, expertise, manual curation, or
added value
for users. Such pages should
be rated
Lowest, even if
the page
assigns credit for the
content to another source.
All of
the following are considered copied content:
● Content
copied exactly
from an identifiable source. Sometimes
an entire
page is
copied,
and sometimes
just parts
of the
page are
copied. Sometimes multiple pages are
copied and then pasted together into a
single page. Text that
has been
copied exactly is usually the
easiest type of copied
content to identify.
● Content
that is copied, but changed slightly from the
original. This
type of copying
makes it
difficult
to find
the exact
matching original source. Sometimes
just a
few words
are changed, or
whole sentences
are changed,
or a
“find and
replace” modification is made,
where one
word is
replaced with another throughout
the text. These
types of
changes are deliberately done
to make
it difficult to find the original
source of the content. We call this
kind of
content “copied with minimal alteration.”
● Content
copied from
a changing source, such as a
search results
page or news feed. You often will
not be
able to
find an
exact matching original source if it
is a
copy of “dynamic”
content (content that changes
frequently).
However,
we will
still consider
this to
be copied
content.
Important: The Lowest rating is
appropriate if all or
almost all of the
MC on
the page
is copied
with little or no time, effort, expertise, manual curation, or added
value for
users.
Such pages should be rated Lowest, even if
the page assigns credit for
the content to
another source.
|
Type of
Lowest Page
|
What Pages Looks
Like
|
|
Pages that potentially spread hate
|
● Promote hate or violence towards
a group of
people
|
|
Potentially harmful pages
|
● Encourage harm to
self or others
● Malicious pages,
e.g., scams, phishing,
malware downloads ● Extremely negative or
malicious reputation
|
|
Pages that potentially misinform users
|
● Demonstrably inaccurate
content
● YMYL content that contradicts well-established
expert
consensus ● Debunked or unsubstantiated conspiracy theories
|
|
Pages that potentially deceive users
|
● Deceptive intent,
e.g., websites created to
deceive users
● Deceptive
design, e.g., Ads that are
disguised as MC
|
|
Lack of purpose pages
|
● No MC
● Gibberish MC
● Cannot determine a purpose
|
|
Pages that fail to
achieve their
purpose
|
● Lowest E-A-T
● No/little MC or lowest quality
MC
● Copied
MC or
auto-generated MC ● Obstructed or inaccessible
MC
● Inadequate information about the
website
or creator of
the MC
● Unmaintained websites,
and hacked, defaced, or
spammed pages
|
7.1 Lack of Purpose
Pages
Sometimes
it is
impossible to figure out
the purpose
of the page. For
example, some pages are either accidentally or deliberately created with no MC or
gibberish and/or meaningless MC. Some pages
fail to
achieve their purpose so profoundly
that the
purpose
of the
page cannot
be determined. Such pages serve
no real
purpose for users.
No matter
how or
why they
are created, lack of purpose pages
should be rated Lowest quality.
7.2 Pages that Fail
to Achieve Their Purpose
7.2.1 Lowest E-A-T
One of the
most important criteria of PQ rating is
E-A-T. Expertise
of the creator
of the
MC,
and authoritativeness or trustworthiness of the page or
website, is extremely important for a
page to
achieve
its purpose
well.
If the E-A-T of
a page
is low
enough, users cannot or
should not use the MC
of the page. This is
especially true of YMYL topics. If the page
is highly
inexpert,
unauthoritative
or untrustworthy, it
fails to
achieve its purpose.
Important: The
Lowest rating
should be used if the page
is highly
inexpert, unauthoritative, or untrustworthy.
7.2.2 No/Little Main
Content
Pages exist to
share their MC
with users. The
following pages should be rated Lowest because they fail to achieve
their purpose:
● Pages with no MC.
● Pages with a bare
minimum of MC that is unhelpful for
the purpose
of the
page.
Copyright
2018 37
7.2.3 Lowest Quality Main Content
The Lowest rating
applies
to any
page with
Lowest Quality
MC. Lowest quality
MC is
content created with such
insufficient
time, effort, expertise, talent, and/or skill that
it fails
to achieve its
purpose. The Lowest rating
should
also apply
to pages
where users
cannot benefit from the
MC, for example:
● Informational pages with
demonstrably inaccurate MC.
● The MC is so
difficult
to read,
watch,
or use, that it takes great effort to understand and use
the page.
● Broken functionality of
the page
due to
lack of skill
in construction,
poor design, or lack of maintenance.
Have high standards
and think
about
how typical users in your
locale would experience the MC on
the page. A page may
have value
to the
creator or participants in the discussion,
but few
to no
general users who view
it would
benefit from the MC.
7.2.4 Copied Main
Content
One way
to create
MC with
little
to no
time,
effort,
or expertise
is to
copy it
from another
source.
The word “copied”
refers to the practice
of “scraping”
content,
or copying
content from other non-affiliated websites without adding any original
content or value to users (see here for
more information
on copied or
scraped content).
Important: We do not consider
legitimately licensed or syndicated content to be “copied” (see
here for more
on web syndication). Examples
of syndicated
content
in the
U.S.
include news articles by AP or
Reuters.
The Lowest rating
is appropriate if all or almost
all of the
MC on
the page
is copied
with
little or no time, effort, expertise, manual curation, or
added value
for users. Such pages should
be rated
Lowest, even if
the page
assigns credit for the
content to another source.
All of
the following are considered copied content:
● Content
copied exactly
from an identifiable source. Sometimes
an entire
page is
copied,
and sometimes
just parts
of the
page are
copied. Sometimes multiple pages are
copied and then pasted together into a
single page. Text that
has been
copied exactly is usually the
easiest type of copied
content to identify.
● Content
that is copied, but changed slightly from the
original. This
type of copying
makes it
difficult
to find
the exact
matching original source. Sometimes
just a
few words
are changed, or
whole sentences
are changed,
or a
“find and
replace” modification is made,
where one
word is
replaced with another throughout
the text. These
types of
changes are deliberately done
to make
it difficult to find the original
source of the content. We call this
kind of
content “copied with minimal alteration.”
● Content
copied from
a changing source, such as a
search results
page or news feed. You often will
not be
able to
find an
exact matching original source if it
is a
copy of “dynamic”
content (content that changes
frequently).
However,
we will
still consider
this to
be copied
content.
Important: The Lowest rating is
appropriate if all or
almost all of the
MC on
the page
is copied
with little or no time, effort, expertise, manual curation, or added
value for
users.
Such pages should be rated Lowest, even if
the page assigns credit for
the content to
another source.
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