Google's quality assessors tell us about the user experience of the page
Dawn 2020-11-27 10:52:26
Even if you haven't read the current version of Google Search all of the quality evaluator's Guide 175 page ( When it was released , The latest update is 2020 year 10 month ), You may also know something about it .

The search quality assessor's guide is provided by Google Create and update , And then share it with the quality assessor you hire .

Quality assessors use guidelines to evaluate search results based on the quality of shared information and whether they meet the needs of searchers .

Because they are very detailed , And it can be linked directly to Google The thinking process about high quality results , So the quality assessor guide can be a useful resource for creating scalable content .

What is? Not really The obvious fact is that , They also provide a lot of useful insights into optimizing your website and content , For a great user experience .

The importance of optimizing the user experience

2020 year 5 month , Google has unveiled a series of new ranking signals .

Google Does not share all of the ranking signals that make up its search algorithm . But when Google When you do share one ,SEO Professionals will notice .

5 month , Google announced Core Web Vitals It's going to be a ranking signal .

It's in Google Search Console There is a new report attached to , Can help SEO Professionals measure the effectiveness of their efforts to optimize the page experience .


 Google's quality assessor Tell us about the user experience of the page

Core network vitality focuses on three specific metrics :

  • load ( Maximum content pixels )
  • interactive quality ( The first input delay )
  • Visual stability ( Cumulative layout shift )

Just this month ,SEO Professionals have been informed for six months , To optimize Core Web Vitals And other page experience signals , And then in 2021 year 5 Month became the official ranking signal .

How to use quality assessment program guidelines to optimize the user experience

except Google Other technical structure ranking signals disclosed to us ( For example, mobile responsiveness ,HTTPS And page speed ) outside ,Core Web Vital You can also measure the user experience (UX) Important aspects of .

Because the focus on user experience seems to be SEO The future direction of , So according to the guidelines for quality assessors , We can say a few words about quality user experience .

1. Insert advertisement and profit

Google As early as 2016 It was made clear in the year of “ Intrusive insert advertising ” Disgust of , This is part of another public ranking update .

But you may not realize that , They also discussed centerfold advertising as a user experience issue in the quality evaluator's Guide .


 Google's quality assessor Tell us about the user experience of the page

Google In the 6.4 Section states a simple fact :“ Insert ads are hard to use MC( primary coverage ).”

A lot of the discussion about centerfold advertising has focused on pop ups ( For example, a pop-up window for collecting email addresses ) To the user experience .

however , stay 《 Guide to quality assessors 》 in , We remind us , advertisement The location and amount of can also interfere with the content usage process .


 Google's quality assessor Tell us about the user experience of the page

Google In the 6.7 An example is shared in the section , This example illustrates too much / Larger ads can damage the user experience , And similar pages should be assigned a lower quality rating .


 Google's quality assessor Tell us about the user experience of the page

This is a screen shot of the sample site :


 Google's quality assessor Tell us about the user experience of the page


That being the case ,Google stay 2.4.3 It is also clearly pointed out in the section that advertisements also Pretty good , And they realized that the site might have existed because the creator wanted to monetize it through advertising .



 Google's quality assessor Tell us about the user experience of the page

therefore , There's no need to delete ads , But you should think about how to merge advertising .

2. Set expectations and click bait

《 Guidelines for quality assessment procedures 》 A few parts of the book focus on people ? Set expectations for what you see at the other end of the click .

Through various examples ,Google It can be made clear that , A good page can guide you anywhere .

Think about this from page 5.4 Section of the online banking login example :


 Google's quality assessor Tell us about the user experience of the page

This is the website it refers to :


 Google's quality assessor Tell us about the user experience of the page


Besides , A good page You can meet expect .

The first 6.7 The example in the section refers to an article about adopting a child from Iraq and why it fails to meet the specific expectations of searchers :


 Google's quality assessor Tell us about the user experience of the page

Google In the 6.0 It is clearly pointed out in the section , Click on the bait title to lower the height MC.


 Google's quality assessor Tell us about the user experience of the page

stay 6.2 In the festival ,Google Further, a page title is added to each page , And the title should accurately describe the content of the page .


 Google's quality assessor Tell us about the user experience of the page

stay QRG Of the 13.5 In the festival , A long time later ,Google Statement :

“ If the title or result is too misleading or exaggerated, it should be rated as slightly consistent or lower , Because when you click or tap the result , When the target page doesn't meet the user's expectations, it will lead to a bad user experience .”


 Google's quality assessor Tell us about the user experience of the page

therefore , In terms of click bait , If you want to keep it in Google In the good manner of , It's best to avoid using it .

3. Mobile ?? Usability

QRG A large proportion of mobile search results are specifically rated , And pay special attention to the precautions of mobile users .

Usually , People who use mobile search are more impatient than desktop users , They are looking for the quickest way to answer .

therefore , Google has optimized SERP Function to meet the needs of searchers - Sometimes it's bad for content creators ( In terms of zero Click Search ).

The first 13.3.1 Section to “ Hundred old draft ” An example of the result of , This paper introduces the mobile usability problem ( You need to zoom in and scroll through navigation ) Influence :


 Google's quality assessor Tell us about the user experience of the page

then , In the 13.5.1 In the festival ,Google Shared with a searcher looking for Abe · An example of Lincoln's birthday .

Even though it appears in the results ( When you click on the page ), But it doesn't stand out / It's not easy to find -Google Point out that you are not doing well in meeting your needs .


 Google's quality assessor Tell us about the user experience of the page

Last , In the 13.6.1 In the festival ,Google Shared insights on mobile search results for suggested download apps .


 Google's quality assessor Tell us about the user experience of the page

say concretely , They make sure that unless you think the user has a strong intention to download the application , Otherwise, the result of allowing users to download applications is usually less helpful to mobile devices .

At that time , Mobile users immediately need answers and results , As a result, you may not be able to spend a lot of time downloading and installing applications .#

The last thought :Google Of Quality Rater The guide introduces us to UX

For those who are willing to spend time and energy reading all 175 Page people say ,Google Of Quality Rater Guidelines It's a treasure house of information .

Although the obvious reason for in-depth research is to understand how to create high-quality content , But when you create a great user experience on your site , There are also a lot of interesting insights .

Core Web Vitals Will be in 2021 It became a ranking signal , therefore , If you want to continue to rank high in related searches , You have to care about UX.


#SEO course #
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