Search Labs Google Search Quality Raters Guideline* Mostly Compliant Web Page Build

* We tried to make this as compliant as we could - we can't guarantee 100% that it is perfect, but our intention is to do what Google asked for. and we have linked to the locations in the Google Search Quality Guidelines so that you can confirm it is all above board.

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We spent a few weeks slowly reading through the Google Page Quality Raters Guidelines with the aim of building out a process to follow when building a website.
We then fed all that data through a few tools, some AI, some Machine Learning and with time, prioritized the way in which we could create content to align with the Google Page Quality Raters Guidelines.
Over the next 10 Steps we will be providing what appears to be what Google wants based on what it looks for when a manual reviewer is marking your content - According to legend, this process is then used to train their machine learning algorithm.
If there are steps along the way, where you are unable to provide the info, or really would rather get a quote, feel free to tick the box and we will contact you with a quote to drill the internet for that info.

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20/05/2023

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Topic Research:

Must: Identify a relevant and unique topic to your niche.

It would be wise to find a list of possibly your top 5 competitors, and do a "entity extraction’ and gap analysis.

Should: Understand the user's needs and queries related to the topic.

How do those entities address the users intent?

Could: Check out competitor's content for inspiration and differentiation.

Google is showing you what it thinks the ‘answer to the query’ is.

Won't: Don't copy content (however you can reference other content in order to create a ‘newer, better, more informative piece of content) or ideas from other sources.

The Search Quality Evaluator Guidelines which can be found by following this link.

What is the relevant and unique topic of our niche?

Now that we have a list of our competitors, we are going to look at the source code of their web pages to see why Google is ranking them.

Right click on the first competitors page and select 'view page source' - this will let us take a look at the underlying HTML that have 'built' their web page.

Enter the URL into the tool, click 'Extract Headings' - do them one at a time and paste them into the respective fields.

This is the web-toolbox.dev heading extractor

Competitor 1

Competitor 1 Heading Tags

Competitor 2

Competitor 2 Heading Tags

Competitor 3

Competitor 3 Heading Tags

Competitor 4

Competitor 4 Heading Tags

Competitor 5

Competitor 5 Heading Tags

What Common elements are present on competitor web pages?

What is missing from your competitor webpages?

Primary Query Selection:

Must: The query must be relevant to the topic and commonly searched for.
Should: Select a keyword-rich primary query.

Sometimes higher search volume queries align with a lower conversion rate.
Some lower search volume queries align with a higher conversion
rate.

Could: Use keyword research tools to help with selection.
Won't: Don't keyword stuff.

You may need to engage a professional SEO, or get access to a 'keyword research tool' - there are free ones.

We will require some 'optional' information to assist in selecting our primary keyword.

If you have an 'in-house SEO' they should be able to provide this data for you.

The Topic listed above is "

What is our primary query

On a scale of 0 - 10, how easily will a person, or a machine be able to determine what our 'main topic' is, based on our 'primary keyword'?

0 = I misunderstood the assignment.

10 = The primary keyword is synonymous with the main topic.

Secondary Keyword Number 1

Secondary Keyword Number 2

Secondary Keyword Number 3

CPC Value (if there is one)

allintitle: keyword count?

What is the Primary Queries search volume per month?

Golden Keyword Ratio Value

The reason we are asking for the allintitle: # and the search volume, is because there is a data driven keyword selection process known as a the Golden Keyword Ratio = # of allintitle: results / monthly search volume

We cap the search volume at 250 for a couple of reasons.

Lower search volume terms can rank faster in Google based on field studies. A keyword with 250 searches or less will rank faster than a keyword with 2500 searches per month.
Most people target keywords with higher search volumes since there is greater profit potential. So there are more competitors in the game for the same short-tail keywords.
Once a keyword ranks in the top 10, it is easier to rank more keywords in the top 10. So once we have a foot in the door, we can then work on getting a bigger foot in the door.
The math doesn't work if the search volume exceeds 250 searches a month.

The sweet spot for the KGR is under 0.25. When you multiply out the formula, it’s easier to see why you can rank in the top 50 quickly.

If you have a KGR of 0.25 and a maximum search volume of 250, you end up with about 63 allintitle results. That means that there are about 63 pages on the web that are targeting that keyword phrase by using it in the title.

Keyword / Topical Alignment

Page Intent:

Must: Define the purpose of the page: informational, transactional, or
navigational.
Should: Align the page's content with its intended purpose.
Could: Keep user's search intent in mind when creating content.
Won't: Don't create misleading content.

What is the PRIMARY PURPOSE of this page?

Start drafting content to align the content on this page, to its PRIMARY PURPOSE.

Keep the USER INTENT in mind when creating your content.

DO NOT create misleading content.

This is not the final draft.

URL Creation:

Must: The URL should contain the primary keyword.
Should: It should be simple, descriptive, and concise.
Could: Use hyphens to separate words in the URL.
Won't: Don't make it too long or complicated, won't make use of stop words, won't repeat the same word within the URL structure - unless necessary.

Do we have a pre-existing URL structure in place?

Yes

Pre Determined URL

What is the intended URL?

Does the URL make use of our PRIMARY KEYWORD?

Yes

Are there any words that are repeated in the URL structure?

Yes

When there are multiple words in our 'end of chain' have we used '-' (hyphens) instead of '_' (underscores)?

Yes

Have we used any 'STOP' words in the URL chain?

Yes

Is the URL logical? If a person landed on a lower level page, whould they know where on the site they are?

Yes

Please think about the URL and create a URL that:

DOES make use of the primary keyword, but does not repeat the primary keyword - a url like root/primary/keyword/ is preferable to a url like root/primary/primary-keyword/ or root/not-at-all/related/
Remove repeat terms, remember the URL is a 'address' more than anything else.
Remove stop words - if a word is useful, then it isn't a stop word.
- Articles: Modifiers placed before nouns or noun phrases such as “A”, “An” or “The”.
- Prepositions: Words such as “in”, “on” and “at`’.
- Conjunctions: Terms or phrases which connect sentences like “and” or “therefore”.
- Pronouns: A word that can replace a noun in a sentence such as “she” or “her”.
Use - to denote a space between words rather than _ which is parsed as a concatenation.
Use a logical structure to present the URL to the searcher or engine.

Page Title and Meta Description:

Must: The title should be unique, relevant, and include the primary keyword.
The Meta Description should also be unique, relevant, and include the primary keyword.
Should: The meta description should summarize the content of the page accurately.
Could: Make both the title and meta description enticing to increase click-through rate and include relevance terms.
Won't: Don't create misleading content.

In an effort to counter 'Black Hat SEO' Search engines like Google will 'swap' the PAGE TITLE with content on the web page (most often the H1 or H2 tag).

Create a page title that reinforces the H1.

Intended Page Title

Can a searcher determine the Purpose of the page by reading the page title?

Yes

Is the primary keyword mentioned in the Title?

Yes

Is the Page Title unique to this page?

Yes

Is the Page Title Click Worthy?

Yes

If the searcher can't determine the purpose of this page, then the search engine will fail to figure it out.

We require a page title that allows the searcher to decide that this is the listing that deserves their click.

We can do this by putting the primary keyword in the title, and crafting a title that describes the content and function of this page.

We need to craft a title that can be swapped out for the H1.

Intended Meta Description

Does the meta description summarize the content of the page accurately?

Yes

Is the primary keyword mentioned in the Meta Description?

Yes

Headers and Sub headers:

Must: Include H1 (only 1 H1 per page), H2, H3 tags to structure your content. The H1 must be interchangeable with the page title.
Should: Headers should be descriptive and keyword-rich.
Could: Use questions in your headers to address user queries.
Won't: Don't neglect these elements as they aid in readability and SEO.

Copy and Paste your webpage URL into this heading extractor

Paste the output here

How many H1 tags are on the page?

More than 3

The headings work as the skeletal system for our page, every lower number header acts as a parent to the higher number headers below it, eg,

H1 Main Topic

H2 Sub Topic

H3 Sub Sub Topic
H3 Sub Sub Topic

H2 Sub Topic

H3 Sub Sub Topic

H4 Sub Sub Sub Topic

What is the single H1 that you want to use?

Are all Headers Descriptive and Keyword Rich?

Yes

Some

Headers that are Questions are often used in 'People also ask' - Are any of our Headers also Questions?

Yes

User-focused Content:

Must: Write high-quality, unique content that is useful to the user.
Should: Make sure the content is easy to read and understand.
Could: Include interactive elements to engage the user.
Won't: Don't use unnecessary jargon or technical language.

Please provide the Flesch Reading Ease Score.

Link to calculate Score Will open in a new tab - paste copy, calculate - come back.

Flesch Reading Ease Score = 206.835 − 1.015 × ( Total Words / Total Sentences ) − 84.6 × ( Total Syllables / Total Words )

Our aim is 70 - 80

What is the Flesch Reading Ease Score

Have we included any interactive or entertaining elements to increase user engagement?

Can a SEARCHER easily determine if our CONTENT addresses their expectation?

Yes

Does the content align with the page topic, the primary keyword and the expectation of the searcher

Content Structure:

Must: The content must be organized logically and consistently.
Should: Use bullet points, tables, and lists for easy scanning.
Could: Consider user flow when designing the structure.
Won't: Don't create walls of text.

Based on the information provided in the 'Headers' section, would you say your content is organised logically and consistantly?

Yes

Have you considered user flow when designing the structure

Yes

Have you made use of bullet points, tables, and lists for easy scanning.

Image Optimization:

Must: Include relevant images with descriptive alt text.
Should: Optimize images for size and load speed.
Could: Use a mix of stock and original photos.
Won't: Don't use images without proper rights or permissions.

Have you updated or provided a descriptive alt text and title for every image on this page?

Yes

Have all images been provided with proper rights or permissions?

Yes

Internal Linking:

Must: Link to relevant pages within your site. (stay within the silo)
Should: Use descriptive anchor text for internal links.
Could: Consider a hierarchical linking structure. (linking first to content that allows the user to continue on their journey before linking to other content).
Won't: Don't overdo internal linking or create confusing internal link
structures.

Earlier we discussed the URL structure of the page.
In the following section we will be requesting the anchor text and the linking URL.

Up 1 Level
Across 2 Levels (pages on the same level)
Down 1 level
A total of 4 links from this page.

The anchor texts must be woven into the body content of your page, not call to actions, buttons or navigation links.

Link 1

Link 2

Link 3

Link 4

Do the anchors effectively describe the landing page that they are linking to?

Yes

Some

If you would like feedback on your document creation, please share the link to the Google DOC it here.

Give me some time to review and provide additional content requirements. Thanks.

The Search Quality Evaluator Guidelines which can be found by following this link.

Would you like to see where these recommendations came from?

Yes Show me the Recommendations

Give me some time to review and provide additional content requirements. Thanks.

The Search Quality Evaluator Guidelines which can be found by following this link.

Topic Research:
- Section 3.2: Your Money or Your Life (YMYL) Pages
- Section 3.3: Understanding Mobile User Needs
Primary Query Selection:
- Section 3.3: Understanding Mobile User Needs
- Section 7.2: The Purpose of a Webpage
Page Intent:
- Section 3.2: Your Money or Your Life (YMYL) Pages
- Section 7.2: The Purpose of a Webpage
URL Creation:
- There is no specific section on URL creation in the Google Search Quality Raters Guidelines. However, good URL structure is considered a best practice for SEO - this has been tested over and over again.
- https://developers.google.com/search/docs/crawling-indexing/url-structure
Page Title and Meta Description:
- Section 9.4: Title Tags
- Section 9.6: Description Meta Tags
Headers and Subheaders:
- Section 7.4: Finding the Main Content (MC) of the Webpage
User-focused Content:
- Section 4.4: Understanding User Intent of Queries
- Section 5.1: Main Content Quality and Amount
Content Structure:
- Section 7.4: Finding the Main Content (MC) of the Webpage
Image Optimization:
- Section 3.6: Lowest Quality MC
- Section 7.4.1: Distracting Ads/SC
Internal Linking:

Section 7.3.4: Page Quality Rating and Main Content (MC)
Section 14.3: Upsetting-Offensive Flag

The Google Search Quality Rater Guidelines are broad and sometimes a little inspecific in their instructions on all aspects of page creation and SEO.

Where the guidelines are lacking, the suggestions are based on widely-accepted (or niche-tested) SEO best practises.

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