SEO: Google clarifies its vision of Search in its guidelines for Search Quality Raters

In the new update of its document for Search Quality Raters, Google is refining its instructions to judge the relevance of the results from its engine.

Google also talks about his vision for internet research. In its 168-page document for Search Quality Raters, the people in charge of evaluating the quality of its search results, Google provides some details on crucial points in its operation. He also defines his vision of the profile of his assessors and shows that he gives a little more importance to the status of his users. If these guidelines communicated by Google are always very interesting to better understand the evolutions of Search and the philosophy of the search engine, they do not represent a strict model to improve the positioning of your sites. This support from Google remains, however, a very good way to better understand the functioning and the philosophy of Google and, by extension, of its algorithm.

Definition of the search context on Google First novelty noted by the Search Engine Land site, which noted the modifications made by Google in comparison with its previous version: these guidelines are now preceded by an introduction, section 0.0, entitled “experience of Search ”. How and why Internet users search on Google In this part, Google explains in what context users use the web and are called upon to do research: “by typing words in a search bar in a browser, by talking to a smartphone or personal assistant, using autocompletion of the search engine, etc. “Google evokes the reasons, which, according to him, push internet users to search the internet: A quick search on a subject A long-term project A search for entertainment, like funny videos An answer to a simple question Google gives in perspective its role with users, namely helping them find what they are looking for by browsing its engine. This is the reason why it is necessary to provide them with the most precise research results possible.

What is a search engine and a user, according to Google In its document, Google provides some details on key terms, such as “search engine” or “user”. For Google, an engine is “a tool that helps users find or interact with content available on the internet”. A little further in its guidelines, Google thus defines the profile of a user of its engine: “a person looking for information”. The engine also reminds its Search Quality Raters that they must keep in mind that users come from different backgrounds, with their own experiences and needs. The complexity of requests: reflecting the natural diversity of points of view In its documentation, Google emphasizes the complexity of requests, which can sometimes have multiple meanings, and explains how it proceeds when this situation occurs.

For Google, some queries will require different types of search results. For medical queries, for example, users will expect reliable answers from him, with links to sites that are authoritative in their field. But in the case where certain requests could include a multitude of meanings and be understood from various and varied perspectives, these will require a panel of results which will have to reflect this natural diversity of points of view. This clarification is reminiscent of the recent launch of the Google BERT update, deployed in early December on queries in French. The challenge: to understand even better the meaning of the terms used in Internet users’ queries and to offer them corresponding search results.

Profile of Search Quality Raters and importance of local standards In certain titles of its guidelines, as in section 0.2 of its introduction, Google has made the effort to replace the generic term “person” by “user”, qualifying the “Customers” of his engine, as Search Engine Land rightly points out. In this section, Google also says more about the way it perceives its evaluators, whose mission is to ensure the quality and relevance of the content offered to users in search results. According to Google’s instructions, its raters must have a good knowledge of the local cultural standards of the region whose search results they are evaluating. The judgment of its assessors should be objective, disregarding their own opinions, preferences, religious beliefs and political views.

“Always use your best judgment and represent the cultural standards and norms for the assessment of your region,” said Google in its document. Google defends accusations of manipulation of its results By insisting as much on the profile of users and its Search Quality Raters, who must be freed from all personal opinions, especially political, Google also responds to those who accuse it of manipulating its algorithm for the benefit of its trading partners. By this update, the American engine also defends itself from any political ideology, which could have been conveyed through the prejudices of its evaluators.

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