This glossary provides definitions for terms used in Google’s Search Quality Rater Guidelines (SQRG). It is intended for Search Quality Raters, SEO professionals, content creators, and anyone interested in understanding how Google assesses webpage quality and search result relevance.
Content or links displayed on a webpage to generate revenue (for example, banner ads or sponsored product listings). The presence of ads is not inherently negative, but excessive, distracting, or deceptive ads can lower Page Quality.
Trusted outlets or references known for high-quality, accurate information. Examples include official government websites, peer-reviewed journals, well-respected news organizations, and professional industry associations.
Primary content created by automated tools with minimal human effort, usually lacking meaningful insight or value. It is often characterized by nonsensical phrasing, repetitive text, or a lack of coherence.
A webpage’s intent to help users, such as providing helpful information, solving problems, sharing expertise, or providing entertainment (e.g., humor, games)—rather than misleading them.
Searches covering wide or general topics (for example, “healthy dinner ideas” or “history of video games”).
Content designed to attract clicks through sensational or misleading headlines, often lacking real substance.
Queries where the user is researching products or services before making a purchase decision. Example: “best laptops for students 2024.”
A frequent or widely accepted meaning of a query (for example, “apple” commonly refers to the fruit, though it can also refer to the tech company).
The individual or organization responsible for producing the main content of a webpage.
Main Content (MC) that is taken from another source without permission or proper attribution, and with little or no added value. Examples include scraping content from other websites, using large portions of product descriptions from a manufacturer without adding original commentary, or republishing entire articles without permission.
When ads or design tricks hide or block the MC, making it difficult for users to find or read. Examples include excessive pop-ups, interstitial ads that cover the entire page, or placing ads in a way that makes it difficult to distinguish them from the MC.
Definitions or overviews from reputable reference sources.
A type of query focused on exploring or understanding a new topic (for example, “How to start learning piano?”).
A user query intended to accomplish an action or task (for example, “buy laptop online” or “download recipe app”).
The most common or likely meaning of a user’s query among many possible interpretations. For the query ‘jaguar,’ the dominant interpretation is likely the animal, but it could also refer to the car brand.
A key concept in assessing Page Quality. It stands for:
Practical knowledge gained from real-life experience (for example, a frequent traveler giving tips based on personal trips). Everyday expertise can contribute to a page’s quality, provided the content is accurate, well-presented, and aligns with consensus where appropriate.
A location directly mentioned in a query (for example, “coffee shops in Boston”).
A Needs Met rating for a result that does not address the user’s query in a helpful or meaningful way. Examples include a result that is completely off-topic, a broken page, or a page in the wrong language.
Used when results appear in a different language than the target or commonly spoken language in the user’s region.
The quality of content being up-to-date, particularly important for time-sensitive queries.
A Needs Met rating for a single result that completely satisfies the user’s query on its own. The user would not need to see any other results to completely satisfy their query.
An intent to mislead, deceive, or harm users, such as phishing schemes or malicious downloads.
Content that encourages self-harm or promotes violence toward others.
Content promoting hatred or violence targeted at a particular group.
Content that is accurate, well-written, easy to understand, and directly addresses the user’s needs.
Factors that justify a “High Quality” rating, such as well-researched MC, strong reputation, beneficial purpose, and strong E-E-A-T.
Pages that successfully meet their purpose, display strong E-E-A-T (Experience, Expertise, Authoritativeness, Trust), and benefit users.
The highest tier of PQ, assigned to pages with impeccable MC, outstanding reputation, clear beneficial purpose, and exceptional levels of E-E-A-T.
Top-tier pages that offer exceptional value, accuracy, and trustworthiness, often produced by recognized experts or organizations. These pages exhibit exceptional levels of E-E-A-T, often representing the definitive resource on a topic.
A Needs Met rating. A result that is highly satisfying and addresses the query well, although the user might still benefit from seeing other results.
False or deceptive content that could confuse or harm users. Examples include providing incorrect medical advice, promoting financial scams, or spreading false information about historical events.
A lack of the necessary expertise, authority, or trustworthiness, especially important for YMYL (Your Money or Your Life) pages. Examples include a medical page written by someone with no medical credentials, or a financial advice page from a site with a reputation for scams.
Searches that aim to answer a question or learn more about a topic (for example, “How do I grow tomatoes?”).
Pages mainly designed to funnel users elsewhere, offering little original content or value on their own. These pages are often considered low quality because they add an extra click for the user without providing unique value.
The webpage a user reaches after clicking on a search result.
The language and geographic context for a search task (for example, searching in English from New York).
Reasons to rate a page as “Low Quality,” such as shallow MC, negative reputation, or no clear beneficial purpose.
Pages that do not effectively meet user needs, lack sufficient E-E-A-T, or use deceptive practices like keyword stuffing.
Severe issues that justify assigning the “Lowest Quality” rating, such as harmful or intentionally misleading content.
Pages that fail to help users, appear untrustworthy or harmful, and show major flaws in purpose or MC. These pages exhibit severe flaws, such as actively harmful content, deliberate deception, or a complete lack of beneficial purpose.
The primary text, images, or media that fulfill a webpage’s core purpose.
Reasons for a mid-range PQ rating, indicating a page meets its purpose but lacks special expertise or uniqueness.
Pages that are satisfactory but lack standout features or strong E-E-A-T. These pages are acceptable but not noteworthy.
A webpage title that does not accurately reflect the MC, often used to lure clicks.
Pages with both positive and negative aspects, possibly meriting a mid-level rating.
The degree to which a webpage is easily usable on a mobile device. This is an important factor in Page Quality.
A Needs Met rating for a search result that addresses most user needs but might not be the best or most complete answer. The user would likely need to see additional results to be fully satisfied.
Queries where the user is trying to reach a particular website or webpage. Example: “Facebook login.”
Indicates how well a search result matches a user’s intent, from fully satisfied to not satisfied at all. The Needs Met scale includes:
A marker for content that some users might find unpleasant or inappropriate (for example, explicit language).
See Reputation Research.
Fraudulent schemes that trick users into sharing personal information or making financial transactions.
The overall layout, visual appeal, and usability of a webpage, which can influence the user experience and Page Quality.
A measure of how effectively a webpage meets its purpose, including factors like MC quality, reputation, and E-E-A-T. The Page Quality rating is on a sliding scale.
Elements used to determine a page’s PQ rating, including overall MC quality, site reputation, author credibility, and page purpose.
A marker for explicit adult content.
A user’s search terms, phrases, or other input in a search engine.
Possible meanings or contexts behind a user’s query. Understanding the possible query interpretations is crucial for determining the relevance of search results.
Searches seeking up-to-date details or data (for example, “current temperature in Boston” or “latest election results”).
Overall perception from users and experts about a site or author’s trustworthiness and expertise.
Checking reliable reviews, credible news articles, or expert references to gauge a website’s or creator’s reputation. Reputation research involves investigating a website or content creator’s standing by examining independent sources such as reviews, news articles, forum discussions, and expert opinions. This includes looking for both positive and negative feedback to assess overall trustworthiness and expertise.
The list of webpages presented by a search engine in response to a user’s query.
See Search Quality Rater.
An individual tasked with reviewing SERPs using the Rater Guidelines to judge page quality and relevance.
Google’s official instructions (in PDF form) detailing how raters should evaluate pages and search results.
The overall process of judging how well SERPs match user needs and expectations.
Searches about sensitive topics that require careful handling (for example, health issues or personal finance).
A Needs Met rating for results that address part of a user’s query but leave significant needs unmet. The result is of little help to the user, and they would definitely need to see many other results.
Sites using manipulative tactics (keyword stuffing, auto-generated text) to rank higher without offering real value.
Outdated or inaccurate details that no longer apply.
Additional material on a webpage (for example, sidebars or recommended articles) that supports but does not replace the MC. High-quality SC complements the MC and improves the user experience, while low-quality SC is distracting, irrelevant, or detracts from the MC.
Queries needing the most recent answers, such as “today’s weather forecast,” “current president of France” or “live sports scores.”
Searches aimed at completing a specific task or action online, such as making a purchase, signing up for a service, downloading a file, or finding a specific form to fill out.
Pages or domains that appear deceptive, malicious, or unfit for user trust due to harmful actions or misleading behavior.
A label for results that may shock or offend users, including violent or graphic content.
Searches that include a full or partial URL (for example, “www.google.com“). These are often navigational queries.
A person who types or speaks a query into a search engine.
The user’s overall experience will browsing the website.
The goal or purpose behind a user’s query, which could be to learn, do, buy, or visit something. This can be broadly categorized into: informational (seeking knowledge), navigational (finding a specific website), transactional (completing an action), and commercial investigation (researching products or services before buying).
The ways users engage with search results or webpages, such as clicking, scrolling, or reading.
The geographic spot from which a user is searching, which can affect results (like “restaurants near me”).
A query suggesting the user wants to visit a physical location (for example, “library near Times Square”). These often have a local intent.
Information about who is responsible for the website and who is responsible for the content on the page or website.
Ongoing tasks to keep a website updated, secure, and running smoothly. Poor maintenance can lower a site’s quality.
A query targeting a specific website or webpage (for instance, “Facebook login page”).
A site’s perceived trustworthiness or credibility, often based on user reviews, expert opinions, or industry recognition.
Topics affecting a user’s health, finances, safety, or well-being, requiring high levels of accuracy and trustworthiness. Examples include medical information, financial advice, legal information, and news about critical events.
Use this glossary as a quick reference to understand the terms and concepts behind Google’s Search Quality Evaluator Guidelines. Whether you’re a Search Quality Evaluator, content creator, or digital marketer, knowing these definitions will help you create and assess webpages that provide genuine value to users.