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Traps and Hidden Gems In the Google Quality Rater Guidelines By Jenny Halasz

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: What Advanced SEOs Should Know From The Google Raters Guidelines. PRESENTATION: Traps and Hidden Gems In the Google Quality Rater Guidelines - Given by Jenny Halasz, @jennyhalasz - JLH Marketing, President. #SMX #14A

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Traps and Hidden Gems In the Google Quality Rater Guidelines By Jenny Halasz

  1. 1. #SMX #14A @JennyHalasz In the Google Quality Rater Guidelines TRAPS AND HIDDEN GEMS
  2. 2. #SMX #14A @JennyHalasz § Human raters – Humans make mistakes § Refine algorithms – Must be applicable en masse § Provides clues Guidelines
  3. 3. #SMX #14A @JennyHalasz Top Three Considerations Quality/Quantity of Main Content Level of E-A-T (Expertise, Authority & Trust) Reputation
  4. 4. #SMX #14A @JennyHalasz Page Domain Reputation Authority Expertise Trust Structure Main content Speed Quality
  5. 5. #SMX #14A @JennyHalasz Trap #1: High Level of E-A-T is Required § Overachieving isn’t bad § Sites can have varying levels § Only required for YMYL pages (YMYL=Your Money, Your Life)
  6. 6. #SMX #14A @JennyHalasz Trap #1: High Level of E-A-T is Required § Example: CRM Software – Not a YMYL topic – Type of query is “informational” – High trust – Ok authority – No expertise
  7. 7. #SMX #14A @JennyHalasz Trap #2: E-A-T is Not Enough On it’s Own § Example: Cancer – YMYL topic – Has high authority, expertise AND trust – Main content not impressive – Informational query
  8. 8. #SMX #14A @JennyHalasz Trap #3: I’m Not an Expert § Example: Saving for Retirement – YMYL Topic – Author not financial expert – Post content indicates expertise – High levels of Trust/ Authority for domain
  9. 9. #SMX #14A @JennyHalasz Trap #4: Expert Roundups § Featuring experts doesn’t raise – Expertise – Authority – Trust … of the author or the site § It may get links
  10. 10. #SMX #14A @JennyHalasz Trap #5: “Guest” Posts § Reposting content – You’re not fooling Google – “Make Money Online” instantly loses trust
  11. 11. #SMX #14A @JennyHalasz Humans vs. Machines Measuring Trust
  12. 12. #SMX #14A @JennyHalasz Measuring Trust § Page design § Lack of content – misspellings, grammar errors, lack of editing § Intrusive ads § Low BBB ratings or negative news articles § UGC spam
  13. 13. #SMX #14A @JennyHalasz Hidden Gems (pp 65-66) § Expertise expert § Quality scale should not vary according to topic. § Ads should not be intrusive. § There is no "sweet spot" amount of content.
  14. 14. #SMX #14A @JennyHalasz The Biggest Trap of All: Quality/Quantity of Main Content Level of E-A-T Reputation Query type location Mobile/ device Searcher intent
  15. 15. #SMX #14A @JennyHalasz Never Forget… Link quality Site architecture Navigation Duplication Spam Thin content 404s Redirects Page load time And more…
  16. 16. #SMX #14A @JennyHalasz LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX Jenny Halasz JLH Marketing 919-886-5545 jenny@jlh-marketing.com

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