Excelr Tuhin's blog : This is how Google decides which content is reliable, relevant and of quality ... explained by Google

quality content on google

Google is that place you go to whenever you need to know something, whatever it is: Google solves it for you. Expand information on a topic, learn about it from scratch, corroborate the data that a friend has provided you, etc.

To offer this search experience, Google created an algorithm called Page Rank in 1999 . This system, developed by Google itself, measures the authority of a web page , based on the quantity and quality of the links and their content. It works as a scoring system for each website and influences its positioning.

To make these evaluations, Google takes into account factors such as: page visits , the quality and value of the content , the update frequency , the design and the loading speed , among others. Therefore, it is important to take these components into account when uploading content to the web. In this sense, Google has explained in its corporate blog how it measures the quality of the content that it integrates in its search results.

How Google measures the quality of content

As Google itself has explained, it uses three key elements when assessing the quality of information:

First, design a ranking system that identifies the information that people find useful and reliable.
In addition, they develop a series of search functions that give direct access to first-hand information from authorities, health organizations or government entities: reliable and truthful data for user searches
Finally, its policies on what can appear in the search functions , ensure that the content that is displayed is useful and of quality.

Next, we will expand the information of these three points so that it is clear to you the system that Google uses to measure the reliability, relevance and quality of its contents.

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Quality-oriented classification systems

They have language comprehension systems , the purpose of which is to match search words and concepts with related information. These systems are governed by BERT's application to search, a new open-source neural network trained by Google with which you can more effectively process natural language and allow for better understanding of synonyms and spelling errors. Besides being used in the main search, Bert also affects the results of the featured snippets.

Google search engines understand the quality of content through what they call signals . For example, the number of quality pages that link to a particular page, that is a sign that a page provides reliable information on a topic.

In addition, they have more than 10,000 search quality evaluators . People who perform millions of searches and rate the quality of the results. The values of these scores are governed by EAT : expertise, authoritativeness and trustworthiness (experience, authority and trustworthiness).

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Information from experts

Sometimes information that comes from experts (institutions, government agencies, etc.) appears directly in the results of a search, as we have seen in the case of the coronavirus.

For medical topics, about finances, civic information, crisis situations, in short, topics in which quality information is important, Google places special emphasis. They give higher scores to pages that can demonstrate authority and experience, ensuring their users relevant and reliable information.

Google helps you better understand information

For searches in which a user seeks to understand a complex topic, Google provides a number of tools for people to understand the information found online. It helps them to find the most reliable sources and to explore what is said on the subject.

One of those tools is fact check stop . They are labels that come from editors that use the ClaimReview scheme to mark the verifications of the facts that you have published.

Image: Search Engine Land

Search functions protection

It also offers more general functions such as, for example, highlighting fragments , autocomplete or the knowledge panels , which we can find to the right of the search results list. This is an example of a knowledge panel provided by Google itself: