Google recently updated its Search Engine Evaluator Guidelines, which are the reference point that human quality raters use to assess websites and SERPs.
While these don’t directly affect your rankings, the evaluation of these raters is used to improve Google’s search algorithm. If these changes are important enough for the search engine giant to make, then they are probably worth noting.
The update included more detailed directions about the use of interstitial pages or advertisements. It also puts the importance of “E-A-T” (Expertise, Authoritativeness, Trustworthiness”) within the definition of “Page Quality” in some sections.
These changes have two take-home messages for web developers.
Firstly, the use of interstitial pages or ads is being assessed for its intrusiveness on website speed and overall quality of the visitor experience to the page. Advertisers need to verify that their ads don’t limit a user’s ability to access the page’s main content.
And secondly, the addition of “E-A-T” as an indicator of Page Quality shows us the importance that the search engine places on these criteria, and that they are at least somewhat significant to how quality raters evaluate websites. So it is important you craft engaging, useful, and accurate content.
Many times a year, Google updates the algorithms in a way that usually describes an improvement to how Google understands search queries and content of a website. These changes affect how website content is seen and measured by search engines, which in turn affects the numbers of visitors to your page.
A number of in-depth research papers have been written about how Google interprets individual words, context, and long-form content to predict what someone is looking for. These papers assess the Google RankBrain and Neural Matching systems among others.
These papers combined are an excellent source of information for building web content and are well worth reviewing.
The ultimate takeaway from the research is that synonyms are important in content but still need to be used naturally and that Google assesses content at three different levels – word, sentence and paragraph. Content still needs to communicate an overall core meaning. Content quality is still an important ranking factor for Google.
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