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Search quality rater guidelines - 2021
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GeneralGuidelines
October19,2021
GeneralGuidelinesOverview
5
IntroductiontoSearchQualityRating
6 6 6 6 7 7 7 7 8 8 8 8 9
0.0TheSearchExperience
0.1ThePurposeofSearchQualityRating
0.2RatersMustRepresentPeopleintheirRatingLocale
0.3BrowserRequirements 0.4AdBlockingExtensions 0.5InternetSafetyInformation
0.6TheRoleofExamplesintheseGuidelines
Part1:PageQualityRatingGuideline 1.0IntroductiontoPageQualityRating 2.0UnderstandingWebpagesandWebsites
2.1ImportantDefinitions
2.2WhatisthePurposeofaWebpage? 2.3YourMoneyorYourLife(YMYL)Pages 2.4UnderstandingWebpageContent 2.4.1IdentifyingtheMainContent(MC)
10 10 10
2.4.2IdentifyingtheSupplementaryContent(SC) 2.4.3IdentifyingAdvertisements/Monetization(Ads)
11 11
2.4.4SummaryofthePartsofthePage
12 12 12 14 14 15 16 16 16 17 18 19 19 19 20 20 21 21 21 22 22 26
2.5UnderstandingtheWebsite 2.5.1FindingtheHomepage
2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage 2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation
2.6ReputationoftheWebsiteandCreatoroftheMainContent
2.6.1ResearchontheReputationoftheWebsiteandCreatoroftheMainContent
2.6.2SourcesofReputationInformation 2.6.3CustomerReviewsofStores/Businesses 2.6.4HowtoSearchforReputationInformation
2.6.5WhattoDoWhenYouFindNoReputationInformation
3.0OverallPageQualityRating
3.1PageQualityRating:MostImportantFactors
3.2Expertise,Authoritativeness,andTrustworthiness(E-A-T)
4.0HighQualityPages
4.1CharacteristicsofHighQualityPages
4.2ASatisfyingAmountofHighQualityMainContent
4.3ClearandSatisfyingWebsiteInformation:WhoisResponsibleandCustomerService
4.4PositiveReputation
4.5AHighLevelofExpertise/Authoritativeness/Trustworthiness(E-A-T)
4.6ExamplesofHighQualityPages
5.0HighestQualityPages
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5.1VeryHighQualityMC 5.2VeryPositiveReputation 5.3VeryHighLevelofE-A-T
26 26 27 27 33 33 33 34 34 34 35 35 39 40 41 42 43 43 44 44 45 46 46 47 47 47 48 48 50 57 57 60 60 61 61 62 62 62 63 67 69 69 70 71 71
5.4ExamplesofHighestQualityPages
6.0LowQualityPages
6.1LackingExpertise,Authoritativeness,orTrustworthiness(E-A-T)
6.2LowQualityMainContent
6.3UnsatisfyingAmountofMainContent
6.4DistractingAds/SC
6.5MixedorMildlyNegativeReputationoftheWebsiteorCreatoroftheMainContent 6.6UnsatisfyingAmountofInformationabouttheWebsiteorCreatoroftheMainContent
6.7ExamplesofLowQualityPages
7.0LowestQualityPages
7.1HarmfultoSelfandOtherIndividuals 7.2HarmfultoSpecifiedGroups 7.3HarmfullyMisleadingInformation 7.4UntrustworthyWebpagesorWebsites
7.4.1InadequateInformationabouttheWebsiteorCreatoroftheMCforthePurposeofthePage
7.4.2LowestE-A-TandLowestReputationoftheWebsiteorCreatoroftheMC
7.4.3DeceptivePurposeandDeceptivePageDesign 7.4.4DeliberatelyObstructedorObscuredMC
7.4.5SuspectedMaliciousBehavior
7.5SpammyWebpages
7.5.1CannotDetermineaPurpose,NoMC,LittleMC,orLowestQualityMC
7.5.2Hacked,Defaced,orSpammedPages
7.5.3Auto-generatedMC
7.5.4CopiedMC
7.5.5HowtoDetermineifContentisCopied
7.6ExamplesofLowestQualityPages
8.0MediumQualityPages
8.1ExamplesofMediumQualityPages
9.0PageQualityRatingTasks
9.1InstructionsforRatingPageQualityTasks
9.1.1RatingonYourPhone
9.2ReputationandE-A-T:WebsiteortheCreatorsoftheMainContent?
10.0PageQualityCriteriaforSpecificTypesofPages
10.1RatingsforEncyclopediaPages
10.2RatingsforPageswithErrorMessagesorNoMC
10.3RatingsforForumsandQ&Apages
11.0PageQualityRatingFAQs
Part2:UnderstandingMobileUserNeeds
12.0UnderstandingMobileUsers,MobileQueries,andMobileResults
12.1ImportantRatingDefinitionsandIdeas
12.2UnderstandingtheQuery 12.3LocaleandUserLocation
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12.4QuerieswithanExplicitLocation 12.5QuerieswithMultipleMeanings
72 72 73 74 74 75 76 77 80 80 80 81 83 85 88 89 89 89 92 92
12.6QueryMeaningsCanChangeOverTime
12.7UnderstandingUserIntent
12.7.1KnowandKnowSimpleQueries 12.7.2DoandDeviceActionQueries
12.7.3WebsiteQueries
12.7.4Visit-in-PersonQueriesandUserLocation
12.7.5QuerieswithMultipleUserIntents
12.8UnderstandingResultBlocks
12.8.1WebSearchResultBlockExamples 12.8.2SpecialContentResultBlockExamples 12.8.3DeviceActionResultBlockExamples
12.8.4HowDeviceActionResultsareDisplayedinRatingTasks
12.9RatingonYourPhoneIssues
Part3:NeedsMetRatingGuideline
13.0RatingUsingtheNeedsMetScale
13.1RatingResultBlocks:BlockContentandLandingPages
13.2FullyMeets(FullyM)
13.2.1ExamplesofFullyMeets(FullyM)ResultBlocks
13.2.2ExamplesofQueriesthatCannotHaveFullyMeetsResults
101 102 102 112 112 114 114 117 117 128 131 131 131 131 132 132 133 133 133 134 136 136 136 138 138
13.3HighlyMeets(HM)
13.3.1ExamplesofHighlyMeets(HM)ResultBlocks
13.4ModeratelyMeets(MM)
13.4.1ExamplesofModeratelyMeets(MM)ResultBlocks
13.5SlightlyMeets(SM)
13.5.1ExamplesofSlightlyMeets(SM)ResultBlocks
13.6FailstoMeet(FailsM)
13.6.1ExamplesofFailstoMeet(FailsM)ResultBlocks 14.0TheRelationshipbetweenPageQualityandNeedsMet 15.0RatingPorn,ForeignLanguage,andDidNotLoadResults
15.1PornFlag
15.2NeedsMetRatingforPornResults
15.2.1NeedsMetRatingforClearNon-PornIntentQueries 15.2.2NeedsMetRatingforPossiblePornIntentQueries 15.2.3NeedsMetRatingforClearPornIntentQueries
15.3ReportingIllegalImages 15.4ForeignLanguageFlag
15.4.1UsingtheForeignLanguageFlag
15.4.2NeedsMetRatingforForeignLanguageResults
15.5DidNotLoadFlag
15.5.1UsingtheDidNotLoadFlag
15.5.2NeedsMetRatingandtheDidNotLoadFlag
15.6AdditionalFlagsinSomeRatingTasks
16.0RatingQuerieswithMultipleInterpretationsandIntents
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16.1RatingQuerieswithBothWebsiteandVisit-in-PersonIntent
138 140 148 150 150 151 151 153 154 155 157 158 162 165 165 165 165 166 168 168 168 169 170 171
17.0SpecificityofQueriesandLandingPages 18.0NeedsMetRatingandFreshness 19.0MisspelledandMistypedQueriesandResults
19.1MisspelledandMistypedQueries
19.2NameQueries
20.0Non-FullyMeetsResultsforURLQueries
21.0ProductQueries:ImportanceofBrowsingandResearching
22.0RatingVisit-in-PersonIntentQueries
22.1ExamplesWhereUserLocationDoes(andDoesNot)Matter 23.0RatingEnglishLanguageResultsinNon-EnglishLocales 23.1ExamplesofEnglish(andNon-English)ResultsinNon-EnglishLocales 24.0RatingDictionaryandEncyclopediaResultsforDifferentQueries
Appendix1:UsingtheEvaluationPlatform
25.0Overview
26.0AcquiringTasks
27.0RatingTasksUsingtheRatingInterface
28.0ReleasingTasks
29.0UnderstandingtheUserLocationontheTaskPage
30.0ReportingDuplicateResultsinTasks
30.1Pre-IdentifiedDuplicates 30.2Rater-IdentifiedDuplicates 30.3ReportingDuplicateResults
31.0SimplifiedNeedsMetTasks
Appendix2:GuidelineChangeLog
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GeneralGuidelinesOverview WelcometotheSearchQualityRatingProgram!
AsaSearchQualityRater,youwillworkonmanydifferenttypesofratingprojects. TheGeneralGuidelinesprimarily coverPageQuality(PQ)ratingandNeedsMet(NM)rating;however,theconceptsarealsoimportantformanyother typesofratingtasks. Forbrevity,wereferto“SearchQualityRaters”as“raters”intheseguidelines.
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IntroductiontoSearchQualityRating 0.0TheSearchExperience
TheWorldWideWebisavastcollectionofonlineinformationandcontent. Internetsearchenginesprovideapowerful waytoexplorethisonlineuniverse. Therearemanywayspeoplesearch:peoplemaytypewordsintoasearchboxina browser,speaktoamobilephoneorassistantdevice,usesearchengineautocompletefeatures,etc. PeoplesearchtheInternet foravarietyofpurposes,rangingfromaccomplishingaquicktasktoresearchingatopicin depth. Asearchmaybepartofalong-termproject,suchasahomeremodelorvacationplanning. Asearchmaybe donewhensomeoneisboredandlookingforentertainment,suchasasearchfor[funnyvideos]. Asearchmaybea singlequestionaskedduringacriticalmomentofaperson'slife,suchas[whatarethesymptomsofaheartattack?]. Searchenginesexisttohelppeoplefindwhattheyarelookingfor. Todothat,searchenginesmustprovideadiverseset ofhelpful,highqualitysearchresults,presentedinthemosthelpfulorder. Differenttypesofsearchesneedverydifferenttypesofsearchresults. Medicalsearchresultsshouldbehighquality, authoritative,andtrustworthy. Searchresultsfor"cutebabyanimalpictures"shouldbeadorable. Searchresultsfora specificwebsiteorwebpageshouldhavethatdesiredresultatthetop. Searchesthathavemanypossiblemeaningsor involvemanyperspectivesneedadiversesetofresultsthatreflectthenaturaldiversityofmeaningsandpointsofview. Peopleallovertheworldusesearchengines;therefore,diversityinsearchresultsisessentialtosatisfythediversityof peoplewhousesearch. Forexample,searchesaboutgroupsofpeopleshouldreturnhelpfulresultsthatrepresenta diversityofdemographicbackgroundsandcultures. Finally,searchresultsshouldhelppeople. Searchresultsshouldprovideauthoritativeandtrustworthyinformation,not leadpeopleastraywithmisleadingcontent. Searchresultsshouldallowpeopletofindwhatthey'relookingfor,not surprisepeoplewithunpleasant,upsetting,offensive,ordisturbingcontent. Harmful,hateful,violent,orsexuallyexplicit searchresultsareonlyappropriateifthepersonphrasedtheirsearchinawaythatmakesitclearthattheyarelookingfor thistypeofcontent, and thereisnootherreasonableinterpretationofthewordsusedintheirsearch. 0.1 ThePurposeofSearchQualityRating AsaSearchQualityRater,youwillhelpevaluatesearchenginequalityaroundtheworld. Goodsearchenginesgive resultsthatarehelpfulforpeopleintheirspecificlanguageandlocale. Yourratingswillnotdirectlyaffecthowaparticularwebpage,website,orresultappearsinGoogleSearch,norwillthey causespecificwebpages,websites,orresultstomoveupordownonthesearchresultspage. Instead,yourratingswill beusedtomeasurehowwellsearchenginealgorithmsareperformingforabroadrangeofsearches. Aspartofyourroleinthesearchqualityratingprogram,itisimportantthatyouarefamiliarwithandcomfortableusinga searchengine. Weencourageyoutobeanexpertinsearch! Forexample,experimentwithusingo perators(e.g.,quotes oradash)inyoursearchesortryusinga dvancedsearchoptions.
0.2 RatersMustRepresentPeopleintheirRatingLocale
Itisveryimportantforyoutorepresentpeopleinthelocaleyouevaluate.Youmustbeveryfamiliarwiththetasklanguage andlocationinordertorepresenttheexperienceofpeopleinyourlocale. Ifyoudonothavetheknowledgetodothis, pleaseinformyouremployer/company.
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Unlessyourratingtaskindicatesotherwise,yourratingsshouldbebasedontheinstructionsandexamplesgiveninthese guidelines. Ratingsshouldnotbebasedonyourpersonalopinions,preferences,religiousbeliefs,orpoliticalviews. Alwaysuseyourbestjudgmentandrepresenttheculturalstandardsofyourratinglocale. 0.3 BrowserRequirements Checkwithyouremployer/companyforbrowserrequirements. Youmayusehelpfulbrowseradd-onsorextensions,but pleasedonotuseadd-onsorextensionsthatinterferewithoraltertheuserexperienceofthepage.
0.4 AdBlockingExtensions
Donotuseadd-onsorextensionsthatblockadsforNeedsMetratingorPageQualityrating.Theseadd-onsor extensionsmaycauseyoutogiveincorrectratings. Asarater,onlyuseanadblockingextensionoradd-onifspecifically instructedtodosointheproject-specificinstructions.
0.5 InternetSafetyInformation
Inthecourseofyourwork,youwillvisitmanydifferentwebpages. Someofthemmayharmyourcomputerunlessyou arecareful. Pleasedonotdownloadanyexecutables,applications,orotherpotentiallydangerousfiles,orclickonany linksthatyouareuncomfortablewith. Itisstronglyrecommendedthatyouhaveantivirusandantispywareprotectiononyourcomputer. Thissoftware mustbeupdatedfrequentlyoryourcomputerwillnotbeprotected. Therearemanyfreeandfor-purchase antivirusandantispywareproductsavailableontheweb . Seeh ereforaWikipediapageonantivirussoftwareandh ereforaWikipediapageonspyware. Wesuggestthatyouonlyopenfileswithwhichyouarecomfortable. Thefileformatslistedbelowaregenerally consideredsafeifantivirussoftwareisinplace. ● .txt(textfile) ● .pptor.pptx(MicrosoftPowerPoint) ● .docor.docx(MicrosoftWord) ● .xlsor.xlsx(MicrosoftExcel) ● .pdf(PDF)files Ifyouencounterapagewithawarningmessage,suchas“Warning-visitingthiswebsitemayharmyourcomputer,”orif yourantivirussoftwarewarnsyouaboutapage,youshouldnottrytovisitthepagetoassignarating. YoumayalsoencounterpagesthatrequireRealPlayerortheAdobeFlashplugin. Thesearegenerallysafetodownload. 0.6 TheRoleofExamplesintheseGuidelines Theexamplesthroughouttheseguidelinesareveryimportanttoillustratehowtheconceptsdefinedineachsection shouldbeappliedinratingtasks. Pleasevieweachexampleandkeepthefollowinginmind: ● Webpagesandwebsiteschangerapidly,soweuseimagesor"snapshots"ofwebpagesinmostofourexamples. ● Theinformationintheexampleswasaccurateatthetimeitwasadded,butcontentandwebsitesmaychange overtime. ● Someexamplesshowpagesondesktopandsomeshowpagesonmobiledevices.
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Part1:PageQualityRatingGuideline 1.0 IntroductiontoPageQualityRating
APageQuality(PQ)ratingtaskconsistsofaURLandagridtorecordyourobservations,inordertoguideyour explorationofthelandingpageandthewebsiteassociatedwiththeURL. Ultimately,thegoalofPageQualityratingisto evaluatehowwellthepageachievesitspurpose. Becausedifferenttypesofwebsitesandwebpagescanhavevery differentpurposes,ourexpectationsandstandardsfordifferenttypesofpagesarealsodifferent. Here'swhatyou'llneedtobeasuccessfulPageQualityrater: ● Yourexperienceusingthewebasanordinaryuserinyourratinglocale. ● In-depthknowledgeoftheseguidelines. ● Andmostimportantly—practicedoingPQratingtasks! PQratingrequiresanin-depthunderstandingofwebsites. We'llstartwiththebasics. Alongtheway,we'llshare importantinformationaboutPageQualityrating,sopleasereadthroughthissectionevenifyouareawebsiteexpert! 2.1 ImportantDefinitions Herearesomeimportantdefinitions: A searchengine isatooltohelppeoplefindorinteractwithcontentavailableontheInternet. Intheseguidelines,theword" user "referstoapersontryingtofindinformationoraccomplishataskontheInternet. Keepinmindthatusersarepeoplefrommanydifferentbackgrounds,whoseexperiencesandneedsmaydifferfromyour own:peopleofallages,genders,races,religions,politicalaffiliations,etc. 2.0 UnderstandingWebpagesandWebsites A webpage isconnectedtotheWorldWideWebandcanbeviewedor"visited"usingawebbrowser(e.g.,Chrome),a browseronyourphone,orasearchapp. Inthe1990s,webpagecontentwasmostlytextandlinks. Today,webpage contentincludesmanyformsofmedia(suchasimages,videos,etc.)andfunctionality(suchasonlineshoppingfeatures, email,calculatorfunctionality,onlinegames,etc.). A URL isacharacterstringthatyourwebbrowserusesto“find”anddisplayawebpage. PageQualityratingdoesn't requireyoutohavein-depthunderstandingofthestructureofURLs,i.e.,youdon’tneedtoknowthedifferencebetween host,domain,etc. Butifyouareinterested,seeh eretoreadmore. A website or site isagroupofWorldWideWebpagesusuallycontaininghyperlinkstoeachotherandmadeavailable onlinebyanindividual,company,educationalinstitution,government,ororganization. Popularwebsitesinclude Facebook,Wikipedia,Yahoo,YouTube,etc. Note:Intheseguidelines,wewillusetheword“website”torefertoacollectionofpagesownedandcontrolledbyasingle entity(individual,business,etc.). Butwewillalsouse“website”torefertomajor“independent”sections(orhosts)of somewebsitesthatwerecreatedtoachieveseparatepurposes. Forexample,theYahoowebsiteisorganizedinto differentsections(orhosts),suchasYahooFinance(finance.yahoo.com),YahooMail(m ail.yahoo.com),YahooSports (s ports.yahoo.com),etc. Eachofthesehasitsownpurpose. It’sOKtorefertoeachofthesesectionsasawebsite;for example,theYahooFinancewebsiteandtheYahooSportswebsite. YoumayalsorefertopagesonYahooFinanceor YahooSportsasbelongingtotheYahoowebsite. A homepage ofawebsiteisthemainpageofthesite. Itisusuallythefirstpagethatusersseewhenthesiteloads. For example,h ttp://www.apple.comisthehomepageoftheApplesite,h ttp://www.yahoo.comisthehomepageoftheYahoo companysite,andh ttp://finance.yahoo.comisthehomepageofYahooFinance. Youcanusuallyfindthehomepageofa websitebyclickingona“home”linkorlogolinkonsubpagesofawebsite.
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A subpage onawebsiteisanypageonthesiteotherthanthehomepage. Forexample,h ttp://www.apple.com/iphoneis asubpageontheApplewebsite,andh ttps://finance.yahoo.com/newsisasubpageontheYahooFinancewebsite. A webmaster isthepersonwhoisresponsibleformaintainingawebsite. Important : Youmustbeverycomfortableexploringwebsites,bothbyclickinglinksandmodifyingURLsintheaddress barofyourwebbrowser. Becomeawebsitedetectiveandexplorer! 2.2 WhatisthePurposeofaWebpage? Thepurposeofapageisthereasonorreasonswhythepagewascreated. EverypageontheInternetiscreatedfora purpose,orformultiplepurposes. Mostpagesarecreatedtobehelpfulforpeople,thushavingabeneficialpurpose. Somepagesarecreatedmerelytomakemoney,withlittleornoefforttohelppeople. Somepagesareevencreatedto harmusers. Thefirststepinunderstandingapageisfiguringoutitspurpose. WhyisitimportanttodeterminethepurposeofthepageforPQrating? ● ThegoalofPQratingistodeterminehowwellapageachievesitspurpose. Inordertoassignarating,youmust understandthepurposeofthepageandsometimesthewebsite. ● Byunderstandingthepurposeofthepage,you'llbetterunderstandwhatcriteriaareimportanttoconsiderwhen evaluatingthatparticularpage. ● Websitesandpagesshouldbecreatedtohelppeople. Ifthatisnotthecase,aratingof Lowest maybe warranted. Moreonthislater. Aslongasthepageiscreatedtohelppeople,wewillnotconsideranyparticularpagepurposeortypetobehigher qualitythananother. Forexample,encyclopediapagesarenotnecessarilyhigherqualitythanhumorpages. Important :Therearehighestqualityandlowestqualitywebpagesofalldifferenttypesandpurposes:shoppingpages, newspages,forumpages,videopages,pageswitherrormessages,PDFs,images,gossippages,humorpages, homepages,andallothertypesofpages. ThetypeofpagedoesnotdeterminethePQrating—youhavetounderstand thepurposeofthepagetodeterminetherating. Commonhelpfulorbeneficialpagepurposesinclude(butarenotlimitedto): ● Toshareinformationaboutatopic. ● Tosharepersonalorsocialinformation. ● Tosharepictures,videos,orotherformsofmedia. ● Toexpressanopinionorpointofview. ● Toentertain. ● Tosellproductsorservices. ● Toallowuserstopostquestionsforotheruserstoanswer. ● Toallowuserstosharefilesortodownloadsoftware. Hereareafewexampleswhereitiseasytounderstandthepurposeofthepage:
TypeofPage
PurposeofthePage
Newswebsitehomepage
Toinformusersaboutrecentorimportantevents. Tosellorgiveinformationabouttheproduct.
Shoppingpage
Videopage
Toshareacutevideoofacat.
Currencyconverterpage
Tocalculateequivalentamountsindifferentcurrencies.
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Hereisanexample(OmNomNomNomPage)ofahelpfulpagewherethepurposeofthepageisnotasobvious. Atfirst glance,thispagemayseempointlessorstrange. However,itisapagefromahumoroussitethatencouragesusersto postphotoswithmouthsdrawnonthem. Thepurposeofthepageishumororartisticexpression. Thispagehasa helpfulorbeneficialpurpose. EventhoughtheA boutpageonthiswebsiteisnotveryhelpful,thewebsiteexplainsitself onitsF AQpage. 2.3 YourMoneyorYourLife(YMYL)Pages Sometypesofpagesortopicscouldpotentiallyimpactaperson’sfuturehappiness,health,financialstability,orsafety. Wecallsuchpages“YourMoneyorYourLife”pages,orYMYL. ThefollowingareexamplesofYMYLtopics: ● Newsandcurrentevents: newsaboutimportanttopicssuchasinternationalevents,business,politics,science, technology,etc. KeepinmindthatnotallnewsarticlesarenecessarilyconsideredYMYL(e.g.,sports, entertainment,andeverydaylifestyletopicsaregenerallynotYMYL). Pleaseuseyourjudgmentandknowledge ofyourlocale. ● Civics,government,andlaw: informationimportanttomaintaininganinformedcitizenry,suchasinformation aboutvoting,governmentagencies,publicinstitutions,socialservices,andlegalissues(e.g.,divorce,child custody,adoption,creatingawill,etc.). ● Finance: financialadviceorinformationregardinginvestments,taxes,retirementplanning,loans,banking,or insurance,particularlywebpagesthatallowpeopletomakepurchasesortransfermoneyonline. ● Shopping: informationaboutorservicesrelatedtoresearchorpurchaseofgoods/services,particularly webpagesthatallowpeopletomakepurchasesonline. ● Healthandsafety: adviceorinformationaboutmedicalissues,drugs,hospitals,emergencypreparedness,how dangerousanactivityis,etc. ● Groupsofpeople :informationaboutorclaimsrelatedtogroupsofpeople,includingbutnotlimitedtothose groupedonthebasisofage,caste,disability,ethnicity,genderidentityandexpression,immigrationstatus, nationality,race,religion,sex/gender,sexualorientation,veteranstatus,victimsofamajorviolenteventandtheir kin,oranyothercharacteristicthatisassociatedwithsystemicdiscriminationormarginalization. ● Other: therearemanyothertopicsrelatedtobigdecisionsorimportantaspectsofpeople’sliveswhichthusmay beconsideredYMYL,suchasfitnessandnutrition,housinginformation,choosingacollege,findingajob,etc. Pleaseuseyourjudgment. WehaveveryhighPageQualityratingstandardsforYMYLpagesbecauselowqualityYMYLpagescouldpotentially negativelyimpactaperson’shappiness,health,financialstability,orsafety. 2.4 UnderstandingWebpageContent Allofthecontentonawebpagecanbeclassifiedasoneofthefollowing:MainContent(MC),SupplementaryContent (SC),orAdvertisements/Monetization(Ads). InordertounderstandthepurposeofawebpageanddoPQrating,youwill needtobeabletodistinguishamongthesedifferentpartsofthepage. Webpagedesigncanbecomplicated,somakesuretoclickaroundandexplorethepage. Seewhatkindofcontentis behindthetabsandtestouttheinteractivepagefeatures. ContentbehindthetabsmaybeconsideredpartoftheMC, SC,orAds,dependingonwhatthecontentis. 2.4.1IdentifyingtheMainContent(MC) MainContentisanypartofthepagethatdirectlyhelpsthepageachieveitspurpose. WebmastersdirectlycontroltheMC ofthepage(exceptforuser-generatedcontent). MCcanbetext,images,videos,pagefeatures(e.g.,calculators, games),oritcanbeuser-generatedcontentsuchasvideos,reviews,articles,etc.thatusershaveaddedoruploadedto thepage. Notethattabsonsomepagesleadtoevenmoreinformation(e.g.,customerreviews)andcansometimesbe consideredpartoftheMCofthepage. TheMCalsoincludesthetitleatthetopofthepage(e xample). DescriptiveMCtitlesallowuserstomakeinformed decisionsaboutwhatpagestovisit. HelpfultitlessummarizetheMConthepage.
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TypeofPageandPurpose
MCHighlightedinYellow
Newswebsitehomepage:thepurposeistoinformusersaboutrecentorimportantevents. Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct. ● ContentbehindtheReviews,Shipping,andSafetyInformationtabsareconsideredtobe partoftheMC.
MC-NewsHomepage
MC-NewsArticle
MC-ShoppingPage
Videopage:thepurposeistoshareavideoaboutcats. MC-VideoPage Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies. MC-CurrencyConverter Blogpostpage:thepurposeistosharemusicusedonaTVshow. MC-BlogPostPage Searchenginehomepage:thepurposeistoallowuserstoenteraqueryandsearchtheInternet. MC-SearchEngineHomepage Bankloginpage:thepurposeistoallowuserstologintobankonline. MC-BankLoginPage
2.4.2IdentifyingtheSupplementaryContent(SC)
SupplementaryContentcontributestoagooduserexperienceonthepage,butdoesnotdirectlyhelpthepageachieveits purpose. SCiscontrolledbywebmastersandisanimportantpartoftheuserexperience. OnecommontypeofSCis navigationlinksthatallowuserstovisitotherpartsofthewebsite. Notethatinsomecases,contentbehindtabsmaybe consideredpartoftheSCofthepage. SometimestheeasiestwaytoidentifySCistolookforthepartsofthepagethat arenot MCorAds.
TypeofPageandPurpose
SCHighlightedinBlue
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
SC-NewsArticle SC-ShoppingPage
Videopage:thepurposeistoshareavideoaboutcats.
SC-VideoPage
2.4.3IdentifyingAdvertisements/Monetization(Ads) Blogpostpage:thepurposeistosharemusicusedonaTVshow.
SC-BlogPostPage
Adsmaycontributetoagooduserexperience. Advertisements/Monetization(Ads)iscontentand/orlinksthatare displayedforthepurposeofmonetizing(makingmoneyfrom)thepage. ThepresenceorabsenceofAdsisnotbyitselfa reasonfora High or Low qualityrating. Withoutadvertisingandmonetization,somewebpagescouldnotexistbecauseit costsmoneytomaintainawebsiteandcreatehighqualitycontent. Thereareseveraldifferentwaystomonetizeawebpage,includingadvertisementsandaffiliateprograms. Seeh erefor moreinformationonwebsitemonetization. Notethatmonetizationonmobilepagesmaybemoresubtlethan monetizationondesktoppages. Themostcommontypeofmonetizationisadvertisements. Adsmaybelabeledas"ads,""sponsoredlinks,"“sponsored listings,”“sponsoredresults,”etc. Usually,youcanclickonthelinksormouseoverthecontenttodeterminewhetherthey areAds,astheyoftenrefertoaURLoutsideofthatwebsite. Adsmaychangewhenyoureloadthepage,anddifferent usersmayseedifferentAdsonthesamepage. WebmasterscanchoosetodisplayAdsontheirpage(suchasbyjoiningana dvertisingnetwork),buttheymaynot alwaysdirectlycontrolthecontentoftheAds. However,wewillconsiderawebsiteresponsiblefortheoverallqualityof theAdsdisplayed. Important: Forthepurposeofthisguideline,wewillconsidermonetizedlinksofanytypetobe“Ads.” Seeh erefor differenttypesofwebsitemonetization.
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TypeofPageandPurpose
AdsHighlightedinRed
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. Videopage:thepurposeistoshareavideoaboutcats. Blogpostpage:thepurposeistosharemusicusedonaTVshow. Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
Ads-NewsArticle Ads-VideoPage
Ads-BlogPostPage Noads–ShoppingPage
2.4.4SummaryofthePartsofthePage Let'sputitalltogether.
● MainContent(MC) isanypartofthepagethatdirectlyhelpsthepageachieveitspurpose. MCis(orshouldbe!)the reasonthepageexists. ThequalityoftheMCplaysaverylargeroleinthePageQualityratingofawebpage. ● SupplementaryContent(SC) isalsoimportant. SCcanhelpapagebetterachieveitspurposeoritcandetractfrom theoverallexperience. ● Manypageshave advertisements/monetization(Ads) . Withoutadvertisingandmonetization,somewebpages couldnotexistbecauseitcostsmoneytomaintainawebsiteandcreatehighqualitycontent. Thepresenceor absenceofAdsisnotbyitselfareasonfora High or Low qualityrating. Onsomepages,reviewsmaybeconsideredMC,andonotherpagestheymaybeconsideredSC. Useyourbest judgmentandthinkaboutthepurposeofthepage. Donotworrytoomuchaboutidentifyingeverylittlepartofthepage. ThinkaboutwhichpartsofthepagearetheMC. Next,lookfortheAds. AnythingleftovercanbeconsideredSC.
MC,SC,andAds Highlighted
TypeofPageandPurpose
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
Summary-NewsArticle Summary-ShoppingPage Summary-VideoPage Summary-CurrencyConverter Summary-BlogPostPage Summary-BankLoginPage
Videopage:thepurposeistoshareavideoaboutcats.
Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies.
Blogpostpage:thepurposeistosharemusicusedonaTVshow. Bankloginpage:thepurposeistoallowuserstologintothebankonline.
2.5
UnderstandingtheWebsite
Pagesoftenmakemoresensewhenviewedaspartofawebsite. SomeofthecriteriainPageQualityratingarebased onthewebsitethepagebelongsto. Inordertounderstandawebsite,lookforinformationaboutthewebsiteonthewebsiteitself. Websitesareusuallyvery eagertotellyouallaboutthemselves! Youmustalsolookforreputationinformationaboutthewebsite. Whatdooutside,independentsourcessayaboutthe website? Whenthereisdisagreementbetweenwhatthewebsitesaysaboutitselfandwhatreputableindependent sourcessayaboutthewebsite,trusttheindependentsources. 2.5.1FindingtheHomepage Thehomepageofawebsiteusuallycontainsorhaslinkstoimportantinformationaboutthewebsite. Webmastersusually makeiteasytogettothehomepageofthewebsitefromanypageonthesite.
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Here'showtofindthehomepageofawebsite:
● ExaminethelandingpageoftheURLinyourPQratingtask. ● Findandclickonthelinklabeled“home”or“mainpage.” ● Havingtroublefindingit? Tryusing“Ctrl-F”(“command-F”onaMac)tosearchthepageforthetext“home”or “main.” Youmayalsotryclickingonthewebsitelogo,whichisusuallyatthetopofthepage. Sometimes,youmaybegivenawebpageorwebsitethatappearstohavenonavigationlinks,nohomepagelink,andno logoorothermeanstofindthehomepage. Evensome High or Highest qualitypageslackawaytonavigatetothe homepage. Ifyoucan'tfindalinktothehomepage,modifytheURLbyremovingeverythingtotherightof“.com,”“.org,” “.net,”“.info,”etc.andrefreshthepage. Occasionally,yourratingtaskwillincludeaURLforwhichtherearetwoormorejustifiable“homepage”candidates. For example,youmaynotbesurewhetherthehomepageoftheURLh ttps://finance.yahoo.com/calendaris http://finance.yahoo.comorhttp://www.yahoo.com. Important :Whenyouhavemorethanonehomepage“candidate,”pleaseusewhicheveroneoffersthemostinformation aboutthespecificwebpageintheratingtask. Useyourjudgment. Thegoalistounderstandthewebpageandthe website(s)itisassociatedwith,notfindtheoneunique,correcthomepage. Inthefollowingexamples,wehaveincludedtheURLofthepagetobeevaluatedintheratingtask,aswellastheURLof itsassociatedhomepage. Wehavealsoincludedanimagethatshowswheretoclickonthelandingpagetonavigateto thehomepage. Intheimage,youwillseearedboxaroundthelinkorlogoyouwouldclicktonavigatetothehomepage.
Imagethatshowswheretoclicktogettothe homepage
URLoftheTaskPage
HomepageoftheWebsite
Williams-SonomaHomepage
http://www.williams-sonoma.c om/products/shun-premier-7- piece-knife-block-set
http://www.williams-sonoma.com
This“WILLIAMS-SONOMA”logoshowninthe uppercenterofthepageisclickableandtakes userstothehomepageofthewebsite. HarvardMedicalSchoolFactsandFiguresPage
http://hms.harvard.edu
Inthiscase,wewillconsidertheHarvardMedical Schoolpageath ttp://hms.harvard.edutobethe homepage,ratherthanh ttp://www.harvard.edu (whichisthehomepageofHarvardUniversity). Clickingthelogoatthetopof http://hms.harvard.edu/about-hms/facts-figures takesuserstoh ttp://hms.harvard.edu,notto http://www.harvard.edu.
http://hms.harvard.edu/about- hms/facts-figures
This“HarvardMedicalSchool”logointheupper leftpartofthepageisclickableandtakesusers tothehomepageoftheHarvardMedicalSchool website.
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2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage Everypagebelongstoawebsite,anditshouldbeclear: ● Who(whatindividual,company,business,foundation,etc.)isresponsibleforthewebsite. ● Who(whatindividual,company,business,foundation,etc.)createdthecontentonthepageyouareevaluating. Websitesareusuallyveryclearaboutwhocreatedthecontentonthepage. Therearemanyreasonsforthis: ● Commercialwebsitesmayhavecopyrightedmaterialtheywanttoprotect. ● Businesseswantuserstoknowwhotheyare. ● Artists,authors,musicians,andotheroriginalcontentcreatorsusuallywanttobeknownandappreciated. ● Foundationsoftenwantsupportandevenvolunteers. ● Highqualitystoreswantuserstofeelcomfortablebuyingonline. ● Websiteswantuserstobeabletodistinguishbetweencontentcreatedbythemselvesversuscontentthatwas addedbyotherusers. Mostwebsiteshave“contactus”or“aboutus”or“about”pagesthatprovideinformationaboutwhoownsthesite.Many companieshaveanentirewebsiteorblogdevotedtowhotheyareandwhattheyaredoing,whatjobsareavailable,etc. GoogleandMarriottarebothexamplesofthis,andtherearemanyothers: ● GoogleOfficialBlog ● MarriottBlog ● SouthwestAirlinesBlog ● NetflixTechBlog Oftenabusinessororganizationisresponsibleforthecontentofawebsite,notanindividualperson. TheIBM Corporationisresponsibleforthecontentonibm.com. TheClevelandClinicisresponsibleforthecontenton clevelandclinic.org. Anindividualisnotresponsibleforthecontentonthesewebsites,eventhoughmanyindividuals contributedtocreatingandmaintainingthecontent. Inthesecases,wewillviewthebusinessororganizationas responsibleforthecontentoneverysinglepage,aswellasmaintenanceofthewebsite. Onsomewebsites,userscreatetheMCofmanypages,whilethebusinessororganizationitselfmaintainsthewebsite. ThecompanyFacebookisresponsiblefortheFacebookwebsite,butindividualscreatethecontentontheirpersonal Facebookpages. ThecompanyWikipediaisresponsiblefortheWikipediawebsite,butindividualscreatearticlecontent. Otherwebsiteswithuser-generatedcontentincludeYouTube,Twitter,othersocialnetworkingwebsites,otherarticle publishingwebsites,Q&Awebsites,forums,etc. Forthesewebsites,youmustlookateachpagetodeterminethe author(s)orcreator(s)ofthecontentonthatpage. Finally,therearesomewebsitesthatshowlicensedorsyndicatedcontent. Thismeansthatthewebsitehaspaidmoney orhassomebusinessrelationshipwiththecreatorofthecontent. Inthesecases,wewillconsiderthewebsitetocarry responsibilityforthequalityoflicensedorsyndicatedcontent,evenifitwasn’tcreatedbythewebsiteitself. 2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation Manywebsitesareinterestedincommunicatingwiththeirusers. Therearemanyreasonsthatusersmighthavefor contactingawebsite,fromreportingproblemssuchasbrokenpages,toaskingforcontentremoval. Manywebsitesoffer multiplewaysforuserstocontactthewebsite:emailaddresses,phonenumbers,physicaladdresses,webcontactforms, etc. Sometimes,thiscontactinformationisevenorganizedbydepartmentandprovidesthenamesofindividualsto contact.
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Thetypesandamountofcontactinformationneededdependonthetypeofwebsite. Contactinformationandcustomer serviceinformationareextremelyimportantforwebsitesthathandlemoney,suchasstores,banks,creditcard companies,etc. Usersneedawaytoaskquestionsorgethelpwhenaproblemoccurs. Forshoppingwebsites,we'llaskyoutodosomespecialchecks. Lookforcontactinformation—includingthestore’s policiesonpayment,exchanges,andreturns. Sometimesthisinformationislistedunder“customerservice.” Somekindsofwebsitesneedfewerdetailsandasmalleramountofcontactinformationfortheirpurpose. Forexample, humorwebsitesmaynotneedthelevelofdetailedcontactinformationwewouldexpectfromonlinebankingwebsites. Occasionally,youmayencounterawebsitewithalegitimatereasonforanonymity. Forexample,personalwebsitesmay notincludepersonalcontactinformationsuchasanindividual’shomeaddressorphonenumber. Similarly,websiteswith user-generatedcontentmayallowtheauthortoidentifyhim/herselfwithanaliasorusernameonly. Tofindcontactorcustomerserviceinformationforawebsite,startwiththehomepage. Lookfora“contactus”or “customerservice”link. Explorethewebsiteifyoucannotfinda“contactus”page. Sometimesyouwillfindthecontact informationona“corporatesite”linkorevenonthecompany’sFacebookpage. Beadetective! Notethatdifferentlocalesmayhavetheirownspecificstandardsandrequirementsforwhatinformationshouldbe availableonthewebsite. 2.6 ReputationoftheWebsiteandCreatoroftheMainContent AnimportantpartofPQratingisunderstandingthereputationofthewebsite. IfthecreatoroftheMCisdifferentfromthe creatorofthewebsite,it’simportanttounderstandthereputationofthecreatoraswell. Awebsite'sreputationisbasedontheexperienceofrealusers,aswellastheopinionofpeoplewhoareexpertsinthe topicofthewebsite. Keepinmindthatwebsitesoftenrepresentrealcompanies,organizations,andotherentities. Therefore,reputationresearchappliestoboththewebsiteandtheactualcompany,organization,orentitythatthewebsite isrepresenting. Knowingmoreaboutthereputationofawebsiteandcontentcreatorcanalsohelpyouunderstandwhatawebsiteisbest knownfor,andasaresulthowwellitaccomplishesitspurpose. Forexample,newspapersmaybeknownforhighquality, independentinvestigativereportingwhilesatirewebsitesmaybeknownfortheirhumor. Manywebsitesareeagertotellusershowgreattheyare. Somewebmastershavereadtheseratingguidelinesandwrite “reviews”onvariousreviewwebsites. ButforPQrating,youshouldaimtofindindependentsourcesofreputation informationaboutthewebsiteandcreatoroftheMCratherthanrelyingsolelyonwhatthewebsiteitselforcontentcreator hastosay. Copyright2021 15