That’s what humans are for. <\/p>\n\n\n\n
It\u2019s important to note that Google has said multiple times<\/a>, that quality raters do not directly impact search rankings. <\/p>\n\n\n\n Instead, what they provide is essentially feedback and training to ensure that the algorithm itself is accurate and understands both content and intent.<\/p>\n\n\n\n What Do Search Quality Raters Actually Evaluate? Example Criteria <\/p>\n\n\n\n Google tends to be conservative with the information it provides about raters and the job they do. <\/p>\n\n\n\n The Search Quality Rater Guidelines give good insight into what is being assessed, but the methods are held relatively secret \u2013 raters must sign a non-disclosure agreement regarding the dashboards and exact tools used. <\/p>\n\n\n\n A leaked rater scorecard from 2012, recreated and shared by Cyrus Shepard of Zyppy<\/a>, offered clear insight into what early evaluations looked like:<\/p>\n\n\n\n While the scorecard is now over a decade old, it provides important historical context for understanding how Google approaches quality evaluation. <\/p>\n\n\n\n This document outlined specific criteria that raters used to assess landing pages. Key elements included: <\/p>\n\n\n\n \u2022 Does the page load properly? <\/p>\n\n\n\n \u2022 Is it in the appropriate language for the target region? <\/p>\n\n\n\n \u2022 Quality of the Main Content (is it helpful? Is it accurate? Is it originally created?) <\/p>\n\n\n\n \u2022 Quality of supplementary content and ads <\/p>\n\n\n\n \u2022 Information about the website and content creator <\/p>\n\n\n\n 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. <\/strong> <\/p>\n\n\n\n Modern Quality Assessment includes:<\/strong><\/p>\n\n\n\n \u2022 Page Content and Purpose: <\/strong>Does the main content directly address the user’s search query and provide genuine value?<\/p>\n\n\n\n \u2022 Main Content Quality:<\/strong> Is there enough substantive content? Is it clearly presented and logically organised? Is it accurate? Is the writing professional?<\/p>\n\n\n\n \u2022 Supplementary Content and Ads: <\/strong>Do ads or sidebars distract from the main content, or do they add value?<\/p>\n\n\n\n \u2022 Website and Creator Information:<\/strong> Can readers easily find information about who created the content and the website’s reputation?<\/p>\n\n\n\n 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.<\/p>\n\n\n\n While you can\u2019t optimise directly for raters, you can align your strategy with the signals they\u2019re trained to look for.<\/p>\n\n\n\n It\u2019s easy to slip into a content maximalist mindset, where every keyword needs a page.<\/p>\n\n\n\n However, if your content doesn\u2019t have a true reason for existing, it\u2019s unlikely to satisfy Google or users.<\/p>\n\n\n\n Raters are told to assess whether content has a clear purpose and a specific benefit for the reader, and if not, it\u2019s marked down.<\/p>\n\n\n\n Aim to get to the point quickly, offer something tangible, and avoid publishing just to hit quotas.<\/p>\n\n\n\n Ask yourself:<\/p>\n\n\n\n If the answer to that last question is unclear, don\u2019t publish it.<\/p>\n\n\n\n All search queries fall into one of four categories: Know<\/em>, Do<\/em>, Website<\/em>, or Visit-in-person<\/em>.<\/p>\n\n\n\n Know <\/em>is for informational searches, Do <\/em>focuses on actions such as buying, Website <\/em>is for direct brand searches ie: 20i login, and Visit in person<\/em> is for directions and visiting physical businesses.<\/p>\n\n\n\n Quality raters are trained to evaluate how well content aligns with the underlying intent of a search.<\/p>\n\n\n\n Before writing, determine:<\/p>\n\n\n\n A how-to guide shouldn\u2019t read like a sales page. A product page shouldn\u2019t ramble and turn into a blog post. The format, tone, and content must match the user\u2019s objective.<\/p>\n\n\n\n Search Quality Raters don\u2019t just evaluate your page in isolation, they look at how well it fits with the rest of your site\u2019s content.<\/p>\n\n\n\n This is done to check that content is relevant, and that it isn\u2019t 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.<\/p>\n\n\n\n Avoid scattergun content. Instead:<\/p>\n\n\n\n The more consistent your topical themes, the more your site becomes a reliable source within that subject area.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Content from true experts is becoming increasingly sought after, particularly with the rise of AI content.<\/p>\n\n\n\n Demonstrating your experience or qualifications within your field will help your content stand out when rated.<\/p>\n\n\n\n Your content should:<\/p>\n\n\n\n For product reviews, walkthroughs, comparisons, and how-to content, nothing builds trust like showing that you\u2019ve done it yourself.<\/p>\n\n\n\n This also ties directly into Google\u2019s E-E-A-T principles<\/a>: Experience, Expertise, Authoritativeness, and Trustworthiness. <\/p>\n\n\n\n You can\u2019t optimise for Search Quality Raters directly. But you can create content that\u2019s designed to meet the standards they evaluate against.<\/p>\n\n\n\n By focusing on quality, authenticity, real expertise, and genuine user value, you’re building pages that raters will naturally view favorably.<\/p>\n\n\n\n Given that these people are working from a guidebook written by Google themselves, it serves to reason that by impressing a rater, you\u2019ll impress the algorithm in the long run.<\/p>\n\n\n\n Want to learn more about SEO? Read our breakdown on why branded SEO traffic is more important than ever<\/a>.<\/a><\/p>\n\n\n![\"Leaked](\"https:\/\/www.20i.com\/blog\/wp-content\/uploads\/2025\/12\/leaked-google-rating-scorecard.png.webp\")
<\/figure>\n\n\n\n![\"Google](\"https:\/\/www.20i.com\/blog\/wp-content\/uploads\/2025\/12\/google-searc-quality-rater-card-quality-matrix.jpg\")
<\/figure>\n\n\n\nBuild Content with a Clear Purpose and Outcome<\/strong><\/h3>\n\n\n\n
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Match Your Content to Search Intent<\/strong><\/h3>\n\n\n\n
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Stay Topically Aligned with Your Core Themes<\/strong><\/h3>\n\n\n\n
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Demonstrate Real Expertise and First-Hand Experience<\/strong><\/h3>\n\n\n\n
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Conclusion<\/strong><\/h3>\n\n\n\n