Google’s search algorithm runs on thousands of signals: Fifteen-plus ranking systems. Over 200 ranking factors. Constant updates and refinements.
But there’s another, often overlooked layer to how Google evaluates content, one with a distinctly human element. I’m talking about Search Quality Raters, real people who manually assess and rate websites.
While you can’t optimise directly for a rater, understanding who they are, what they look for, and why their feedback matters is key to ensuring your content aligns with what Google ultimately wants to rank.
I’ve spent some time as a search quality rater myself, and in this post we’ll explore who Search Quality Raters are, how they evaluate content, and what that means for your SEO/AI strategy going forward.
Who are the Google Search Quality Raters?
Search Quality Raters are contractors hired by third-party companies, not direct Google employees.
Their role is to evaluate how well search results align with user intent and to provide qualitative feedback based on a detailed framework.
Anyone can apply to be a search quality rater, however there is a screening process including a multiple-choice test, to ensure that candidates are familiar with the Search Quality Rater Guidelines – a 180+ page document outlining how to accurately assess a page.
Raters are also selected based on their language, location, local market knowledge, and any expertise they may have in areas such as ‘Your Money or Your Life’ ( YMYL) topics.
➡️ YMYL refers to topics that could potentially impact a person’s health, financial stability, or safety if the information provided is inaccurate or misleading.
Why are human raters needed?
Algorithms are good at pattern matching, but they struggle with nuance. They cannot always tell whether content helps people or just looks good on paper.
They are also still getting grips with reliably detecting AI content, and they cannot judge whether something is genuinely authoritative or just well-optimised filler.
That’s what humans are for.
It’s important to note that Google has said multiple times, that quality raters do not directly impact search rankings.
Instead, what they provide is essentially feedback and training to ensure that the algorithm itself is accurate and understands both content and intent.
What Do Search Quality Raters Actually Evaluate? Example Criteria
Google tends to be conservative with the information it provides about raters and the job they do.
The Search Quality Rater Guidelines give good insight into what is being assessed, but the methods are held relatively secret – raters must sign a non-disclosure agreement regarding the dashboards and exact tools used.
A leaked rater scorecard from 2012, recreated and shared by Cyrus Shepard of Zyppy, offered clear insight into what early evaluations looked like:
While the scorecard is now over a decade old, it provides important historical context for understanding how Google approaches quality evaluation.
This document outlined specific criteria that raters used to assess landing pages. Key elements included:
• Does the page load properly?
• Is it in the appropriate language for the target region?
• Quality of the Main Content (is it helpful? Is it accurate? Is it originally created?)
• Quality of supplementary content and ads
• Information about the website and content creator
A recreation of a more modern rater card shows Google’s current evaluation framework maintains similar principles but with more nuance – raters evaluate content on a spectrum rather than simple yes/no criteria.
Modern Quality Assessment includes:
• Page Content and Purpose: Does the main content directly address the user’s search query and provide genuine value?
• Main Content Quality: Is there enough substantive content? Is it clearly presented and logically organised? Is it accurate? Is the writing professional?
• Supplementary Content and Ads: Do ads or sidebars distract from the main content, or do they add value?
• Website and Creator Information: Can readers easily find information about who created the content and the website’s reputation?
From my own time as a search quality rater in 2023, I I can confirm that similar cards were in use, and tasks included rating individual landing pages, entire search results pages, YouTube videos, and AI overview responses.
While you can’t optimise directly for raters, you can align your strategy with the signals they’re trained to look for.
Build Content with a Clear Purpose and Outcome
It’s easy to slip into a content maximalist mindset, where every keyword needs a page.
However, if your content doesn’t have a true reason for existing, it’s unlikely to satisfy Google or users.
Raters are told to assess whether content has a clear purpose and a specific benefit for the reader, and if not, it’s marked down.
Aim to get to the point quickly, offer something tangible, and avoid publishing just to hit quotas.
Ask yourself:
- What does the reader gain from this page?
- Is the outcome obvious in the first few paragraphs?
- Does this piece need to exist?
If the answer to that last question is unclear, don’t publish it.
Match Your Content to Search Intent
All search queries fall into one of four categories: Know, Do, Website, or Visit-in-person.
Know is for informational searches, Do focuses on actions such as buying, Website is for direct brand searches ie: 20i login, and Visit in person is for directions and visiting physical businesses.
Quality raters are trained to evaluate how well content aligns with the underlying intent of a search.
Before writing, determine:
- What kind of query is this?
- Does the format of my content match the intent?
- Am I solving the problem the user is trying to solve?
A how-to guide shouldn’t read like a sales page. A product page shouldn’t ramble and turn into a blog post. The format, tone, and content must match the user’s objective.
Stay Topically Aligned with Your Core Themes
Search Quality Raters don’t just evaluate your page in isolation, they look at how well it fits with the rest of your site’s content.
This is done to check that content is relevant, and that it isn’t written by a website simply churning out content for the sake of it. If you stray too far from your core offering it may dilute your authority.
Avoid scattergun content. Instead:
- Build content silos around specific topic areas
- Use internal linking to connect related pages
- Categorise clearly and avoid a bloated, catch all approach.
The more consistent your topical themes, the more your site becomes a reliable source within that subject area.
Demonstrate Real Expertise and First-Hand Experience
One of the clearest quality signals to both raters and algorithms is whether the content feels like it was written by a subject matter expert.
Content from true experts is becoming increasingly sought after, particularly with the rise of AI content.
Demonstrating your experience or qualifications within your field will help your content stand out when rated.
Your content should:
- Include an author bio with relevant credentials such as qualifications, awards, or relevant publications you’ve written for.
- Reference personal experience where possible
For product reviews, walkthroughs, comparisons, and how-to content, nothing builds trust like showing that you’ve done it yourself.
This also ties directly into Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness.
Conclusion
You can’t optimise for Search Quality Raters directly. But you can create content that’s designed to meet the standards they evaluate against.
By focusing on quality, authenticity, real expertise, and genuine user value, you’re building pages that raters will naturally view favorably.
Given that these people are working from a guidebook written by Google themselves, it serves to reason that by impressing a rater, you’ll impress the algorithm in the long run.
Want to learn more about SEO? Read our breakdown on why branded SEO traffic is more important than ever.
