GeneralGuidelines

July27,2017

GeneralGuidelinesOverview 5
0.0IntroductiontoSearchQualityRating 6
0.1ThePurposeofSearchQualityRating 6
0.2RatersMustRepresenttheUser 6
0.3BrowserRequirements 6
0.4AdBlockingExtensions 6
0.5InternetSafetyInformation 6

Part1:PageQualityRatingGuideline 7
1.0IntroductiontoPageQualityRating 7
2.0UnderstandingWebpagesandWebsites 7
2.1ImportantDefinitions 7
2.2WhatisthePurposeofaWebpage? 8
2.3YourMoneyorYourLife(YMYL)Pages 9
2.4UnderstandingWebpageContent 9
2.4.1IdentifyingtheMainContent(MC) 10
2.4.2IdentifyingtheSupplementaryContent(SC) 10
2.4.3IdentifyingAdvertisements/Monetization(Ads) 10
2.4.4SummaryofthePartsofthePage 11
2.5UnderstandingtheWebsite 11
2.5.1FindingtheHomepage 11
2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage 13
2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation 13
2.6WebsiteReputation 14
2.6.1ReputationResearch 15
2.6.2SourcesofReputationInformation 15
2.6.3CustomerReviewsofStores/Businesses 15
2.6.4HowtoSearchforReputationInformation 15
2.6.5WhattoDoWhenYouFindNoReputationInformation 17
3.0OverallPageQualityRatingScale 17
3.1PageQualityRating:MostImportantFactors 18
3.2MoreaboutExpertise,Authoritativeness,andTrustworthiness(EAT) 18
4.0HighQualityPages 19
4.1CharacteristicsofHighQualityPages 19
4.2ASatisfyingAmountofHighQualityMainContent 19
4.3ClearandSatisfyingWebsiteInformation:WhoisResponsibleandCustomerService 20
4.4PositiveReputation 20
4.5AHighLevelofExpertise/Authoritativeness/Trustworthiness(EAT) 20
4.6ExamplesofHighQualityPages 20
5.0HighestQualityPages 24
5.1VeryHighQualityMC 24
5.2VeryPositiveReputation 24

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 5.3VeryHighLevelofEAT 24
5.4ExamplesofHighestQualityPages 25
6.0LowQualityPages 30
6.1LowQualityMainContent 30
6.2UnsatisfyingAmountofMainContent 30
6.3Distracting/Disruptive/MisleadingTitles,Ads,andSupplementaryContent 31
6.3.1AdsorSCthatdisrupttheusageofMC 31
6.3.2ProminentpresenceofdistractingSCorAds 31
6.3.3MisleadingTitles,Ads,orSC 31
6.4NegativeReputation 32
6.5LackingExpertise,Authoritativeness,orTrustworthiness(EAT) 32
6.5.1UnsatisfyingAmountofInformationabouttheWebsite 32
6.6ExamplesofLowQualityPages 33
7.0LowestQualityPages 37
7.1HarmfulorMaliciousPages 37
7.2LackofPurposePages 37
7.3DeceptivePages 38
7.3.1DeceptivePagePurpose 38
7.3.2DeceptivePageDesign 38
7.4LowestQualityMainContent 39
7.4.1NoMainContent 39
7.4.2KeywordStuffedMainContent 39
7.4.3AutomaticallyGeneratedMainContent 40
7.4.4MisleadingorInaccurateYMYLInformationalMainContent 40
7.4.5CopiedMainContent 40
7.4.6MoreAboutCopiedContent 40
7.5NoWebsiteInformation 42
7.6HighlyUntrustworthy,Unreliable,Unauthoritative,Inaccurate,orMisleading 42
7.7Hacked,Defaced,orSpammedPagesonaWebsite 42
7.8ExtremelyNegativeorMaliciousReputation 43
7.9PromotionofHateorViolence 43
7.10ExamplesofLowestQualityPages 44
8.0MediumQualityPages 50
8.1ExamplesofMediumQualityPages 51
9.0PageQualityRatingTasks 53
9.1InstructionsforRatingPageQualityTasks 54
9.1.1RatingonYourPhone 54
9.2EAT:PageorWebsite? 54
10.0PageQualityCriteriaforSpecificTypesofPages 55
10.1RatingsforEncyclopediaPages 55
10.2RatingsforPageswithErrorMessagesorNoMC 55
10.3RatingsforForumsandQ&Apages 56
11.0PageQualityRatingFAQs 60

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Part2:UnderstandingMobileUserNeeds 61
12.0UnderstandingMobileUsers,MobileQueries,andMobileResults 61
12.1ImportantRatingDefinitionsandIdeas 62
12.2UnderstandingtheQuery 63
12.3LocaleandUserLocation 63
12.4QuerieswithanExplicitLocation 64
12.5QuerieswithMultipleMeanings 64
12.6QueryMeaningsCanChangeOverTime 65
12.7UnderstandingUserIntent 66
12.7.1KnowandKnowSimpleQueries 66
12.7.2DoandDeviceActionQueries 67
12.7.3WebsiteQueries 68
12.7.4VisitinPersonQueriesandUserLocation 69
12.7.5QuerieswithMultipleUserIntents 72
12.8UnderstandingResultBlocks 72
12.8.1WebSearchResultBlockExamples 72
12.8.2SpecialContentResultBlockExamples 73
12.8.3DeviceActionResultBlockExamples 75
12.8.4HowDeviceActionResultsareDisplayedinRatingTasks 77
12.9RatingonYourPhoneIssues 80

Part3:NeedsMetRatingGuideline 81
13.0RatingUsingtheNeedsMetScale 81
13.1RatingResultBlocks:BlockContentandLandingPages 81
13.2FullyMeets(FullyM) 84
13.2.1ExamplesofFullyMeets(FullyM)ResultBlocks 84
13.2.2ExamplesofQueriesthatCannotHaveFullyMeetsResults 93
13.3HighlyMeets(HM) 94
13.3.1ExamplesofHighlyMeets(HM)ResultBlocks 94
13.4ModeratelyMeets(MM) 103
13.4.1ExamplesofModeratelyMeets(MM)ResultBlocks 103
13.5SlightlyMeets(SM) 105
13.5.1ExamplesofSlightlyMeets(SM)ResultBlocks 105
13.6FailstoMeet(FailsM) 108
13.6.1ExamplesofFailstoMeet(FailsM)ResultBlocks 108
14.0RatingPorn,ForeignLanguage,DidntLoad,andUpsettingOffensiveResults 119
14.1PornFlag 119
14.2NeedsMetRatingforPornResults 119
14.2.1NeedsMetRatingforClearNonPornIntentQueries 119
14.2.2NeedsMetRatingforPossiblePornIntentQueries 120
14.2.3NeedsMetRatingforClearPornIntentQueries 120
14.3ReportingIllegalImages 121
14.4ForeignLanguageFlag 121
14.4.1UsingtheForeignLanguageFlag 121
14.4.2NeedsMetRatingforForeignLanguageResults 122
14.5DidntLoadFlag 124

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 14.5.1UsingtheDidntLoadFlag 124
14.5.2NeedsMetRatingforDidntLoadResults 125
14.6UpsettingOffensiveFlag 126
14.6.1UsingtheUpsettingOffensiveFlag 126
14.6.2NeedsMetRatingforUpsettingOffensiveTolerantQueries 128
15.0TheRelationshipbetweenEATandNeedsMet 130
16.0RatingQuerieswithMultipleInterpretationsandIntents 132
16.1RatingQuerieswithBothWebsiteandVisitinPersonIntent 132
17.0SpecificityofQueriesandLandingPages 133
18.0NeedsMetRatingandFreshness 140
19.0MisspelledandMistypedQueriesandResults 142
19.1MisspelledandMistypedQueries 142
19.2NameQueries 143
20.0NonFullyMeetsResultsforURLQueries 143
21.0ProductQueries:Action(Do)vs.Information(Know)Intent 145
22.0RatingVisitinPersonIntentQueries 146
22.1ExamplesWhereUserLocationDoes(andDoesNot)Matter 146
23.0RatingEnglishLanguageResultsinNonEnglishLocales 148
23.1ExamplesofEnglish(andNonEnglish)ResultsinNonEnglishLocales 149

Appendix:UsingtheEvaluationPlatform 154
24.0Overview 154
25.0AcquiringTasks 154
26.0RatingTasksUsingtheRatingInterface 154
27.0ReleasingTasks 155
28.0UnderstandingtheUserLocationontheTaskPage 157
29.0ReportingDuplicateResultsinTasks 157
29.1PreIdentifiedDuplicates 157
29.2RaterIdentifiedDuplicates 158
29.3ReportingDuplicateResults 159
30.0SimplifiedNeedsMetTasks 160

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GeneralGuidelinesOverview

WelcometotheSearchQualityRatingProgram!

AsaSearchQualityevaluator,youwillworkonmanydifferenttypesofratingprojects.TheGeneralGuidelinesprimarily
coverPageQuality(PQ)ratingandNeedsMet(NM)ratinghowever,theconceptsarealsoimportantformanyother
typesofratingtasks.

Forbrevity,werefertoSearchQualityEvaluatorsasratersintheseguidelines.

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0.0 IntroductiontoSearchQualityRating

0.1 ThePurposeofSearchQualityRating

Yourratingswillbeusedtoevaluatesearchenginequalityaroundtheworld.Goodsearchenginesgiveresultsthatare
helpfulforusersintheirspecificlanguageandlocale.

Itisimportantthatyouarefamiliarwithandcomfortableusingasearchengine.Weencourageyoutobeanexpertin
Googlesearch!Forexample,experimentwithusingo perators(e.g.,quotesoradash)inyoursearchesortryusing
Googlesa dvancedsearchoption.

0.2 RatersMustRepresenttheUser

Itisveryimportantforyoutorepresentusersinthelocaleyouevaluate.Youmustbeveryfamiliarwiththetasklanguage
andlocationinordertorepresenttheexperienceofusersinyourlocale.Ifyoudonothavetheknowledgetodothis,
pleaseinformyourvendor.

0.3 BrowserRequirements

Checkwithyourvendorforbrowserrequirements.Youmayusehelpfulbrowseraddonsorextensions,butpleasedonot
useaddonsorextensionsthatinterferewithoraltertheuserexperienceofthepage.

0.4 AdBlockingExtensions

DonotuseaddonsorextensionsthatblockadsforNeedsMetratingorPageQualityrating.Theseaddonsor
extensionsmaycauseyoutogiveincorrectratings.Asarater,onlyuseanadblockingextensionoraddonifspecifically
instructedtodosointheprojectspecificinstructions.

0.5 InternetSafetyInformation

Inthecourseofyourwork,youwillvisitmanydifferentwebpages.Someofthemmayharmyourcomputerunlessyouare
careful.Pleasedonotdownloadanyexecutables,applications,orotherpotentiallydangerousfiles,orclickonanylinks
thatyouareuncomfortablewith.

Itisstronglyrecommendedthatyouhaveantivirusandantispywareprotectiononyourcomputer.Thissoftware
mustbeupdatedfrequentlyoryourcomputerwillnotbeprotected.Therearemanyfreeandforpurchase
antivirusandantispywareproductsavailableontheweb.

Seeh ereforaWikipediapageonantivirussoftwareandh ereforaWikipediapageonspyware.

Wesuggestthatyouonlyopenfileswithwhichyouarecomfortable.Thefileformatslistedbelowaregenerally
consideredsafeifantivirussoftwareisinplace.

.txt(textfile)
.pptor.pptx(MicrosoftPowerPoint)
.docor.docx(MicrosoftWord)
.xlsor.xlsx(MicrosoftExcel)
.pdf(PDF)files

Ifyouencounterapagewithawarningmessage,suchasWarningvisitingthiswebsitemayharmyourcomputer,orif
yourantivirussoftwarewarnsyouaboutapage,youshouldnottrytovisitthepagetoassignarating.

YoumayalsoencounterpagesthatrequireRealPlayerortheAdobeFlashplugin.Thesearegenerallysafetodownload.

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Part1:PageQualityRatingGuideline

1.0 IntroductiontoPageQualityRating

APageQuality(PQ)ratingtaskconsistsofaURLandagridtorecordyourobservations,inordertoguideyour
explorationofthelandingpageandthewebsiteassociatedwiththeURL.Ultimately,thegoalofPageQualityratingisto
evaluatehowwellthepageachievesitspurpose.Becausedifferenttypesofwebsitesandwebpagescanhavevery
differentpurposes,ourexpectationsandstandardsfordifferenttypesofpagesarealsodifferent.

Here'swhatyou'llneedtobeasuccessfulPageQualityrater:

Yourexperienceusingthewebasanordinaryuserinyourratinglocale.
Indepthknowledgeoftheseguidelines.
AndmostimportantlypracticedoingPQratingtasks!

Theexamplesintheseguidelinesareveryimportant.Pleasevieweachoneandkeepinmindafewnotesaboutthe
examples:

Webpagesandwebsiteschangerapidly,soweuseimagesor"snapshots"ofwebpagesinmostofourexamples.
Theinformationintheexampleswasaccurateatthetimeitwasadded,butcontentandwebsitesmaychange
overtime.
Someexamplesshowpagesondesktopandsomeshowpagesonmobiledevices.

2.0 UnderstandingWebpagesandWebsites

PQratingrequiresanindepthunderstandingofwebsites.We'llstartwiththebasics.Alongtheway,we'llshare
importantinformationaboutPageQualityrating,sopleasereadthroughthissectionevenifyouareawebsiteexpert!

2.1 ImportantDefinitions

Herearesomeimportantdefinitions:

Aw
ebpageisconnectedtotheWorldWideWebandcanbeviewedor"visited"usingawebbrowser(e.g.,Chrome),a
browseronyourphone,orasearchapp.Inthe1990s,webpagecontentwasmostlytextandlinks.Today,webpage
contentincludesmanyformsofmedia(suchasimages,videos,etc.)andfunctionality(suchasonlineshoppingfeatures,
email,calculatorfunctionality,onlinegames,etc.).

AU
RLisacharacterstringthatyourwebbrowserusestofindanddisplayawebpage.PageQualityratingdoesn't
requireyoutohaveindepthunderstandingofthestructureofURLs,i.e.,youdontneedtoknowthedifferencebetween
host,domain,etc.Butifyouareinterested,seeh eretoreadmore.

Aw
ebsiteors iteisagroupofWorldWideWebpagesusuallycontaininghyperlinkstoeachotherandmadeavailable
onlinebyanindividual,company,educationalinstitution,government,ororganization.Popularwebsitesinclude
Facebook,Wikipedia,Yahoo,YouTube,etc.

Note:Intheseguidelines,wewillusethewordwebsitetorefertoacollectionofpagesownedandcontrolledbyasingle
entity(individual,business,etc.).Butwewillalsousewebsitetorefertomajorindependentsections(orhosts)of
somewebsitesthatwerecreatedtoachieveseparatepurposes.Forexample,theYahoowebsiteisorganizedinto
differentsections(orhosts),suchasYahooFinance(finance.yahoo.com),YahooMail(m ail.yahoo.com),YahooSports
(sports.yahoo.com),etc.Eachofthesehasitsownpurpose.ItsOKtorefertoeachofthesesectionsasawebsitefor
example,theYahooFinancewebsiteandtheYahooSportswebsite.YoumayalsorefertopagesonYahooFinanceor
YahooSportsasbelongingtotheYahoowebsite.

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Ah omepageo fawebsiteisthemainpageofthesite.Itisusuallythefirstpagethatusersseewhenthesiteloads.For
example,h ttp://www.apple.comisthehomepageoftheApplesite,h ttp://www.yahoo.comisthehomepageoftheYahoo
companysite,andh ttp://finance.yahoo.comisthehomepageofYahooFinance.Youcanusuallyfindthehomepageofa
websitebyclickingonahomelinkorlogolinkonsubpagesofawebsite.

As ubpageo nawebsiteisanypageonthesiteotherthanthehomepage.Forexample,h ttp://www.apple.com/iphoneis

asubpageontheApplewebsite,andh ttp://finance.yahoo.com/optionsisasubpageontheYahooFinancewebsite.

Aw ebmasteristhepersonwhoisresponsibleformaintainingawebsite.

Important:Y oumustbeverycomfortableexploringwebsites,bothbyclickinglinksandmodifyingURLsintheaddress
barofyourwebbrowser.Becomeawebsitedetectiveandexplorer!

2.2 WhatisthePurposeofaWebpage?

Thepurposeofapageisthereasonorreasonswhythepagewascreated.EverypageontheInternetiscreatedfora
purpose,orformultiplepurposes.Mostpagesarecreatedtobehelpfulforusers.Somepagesarecreatedmerelyto
makemoney,withlittleornoefforttohelpusers.Somepagesareevencreatedtocauseharmtousers.Thefirststepin
understandingapageisfiguringoutitspurpose.

WhyisitimportanttodeterminethepurposeofthepageforPQrating?

ThegoalofPQratingistodeterminehowwellapageachievesitspurpose.Inordertoassignarating,youmust
understandthepurposeofthepageandsometimesthewebsite.
Byunderstandingthepurposeofthepage,you'llbetterunderstandwhatcriteriaareimportanttoconsiderwhen
evaluatingthatparticularpage.
Websitesandpagesshouldbecreatedtohelpusers.Websitesandpagesthatarecreatedwithintenttoharm
users,deceiveusers,ormakemoneywithnoattempttohelpusers,shouldreceivetheL owestPQrating.More
onthislater.

Aslongasthepageiscreatedtohelpusers,wewillnotconsideranyparticularpagepurposeortypetobehigherquality
thananother.Forexample,encyclopediapagesarenotnecessarilyhigherqualitythanhumorpages.

Important:Therearehighestqualityandlowestqualitywebpagesofalldifferenttypesandpurposes:shoppingpages,
newspages,forumpages,videopages,pageswitherrormessages,PDFs,images,gossippages,humorpages,
homepages,andallothertypesofpages.ThetypeofpagedoesnotdeterminethePQratingyouhavetounderstand
thepurposeofthepagetodeterminetherating.

Commonhelpfulpagepurposesinclude(butarenotlimitedto):
Toshareinformationaboutatopic.
Tosharepersonalorsocialinformation.
Tosharepictures,videos,orotherformsofmedia.
Toexpressanopinionorpointofview.
Toentertain.
Tosellproductsorservices.
Toallowuserstopostquestionsforotheruserstoanswer.
Toallowuserstosharefilesortodownloadsoftware.

Hereareafewexampleswhereitiseasytounderstandthepurposeofthepage:

TypeofPage PurposeofthePage
Newswebsitehomepage Toinformusersaboutrecentorimportantevents.
Shoppingpage Tosellorgiveinformationabouttheproduct.
Videopage Toallowuserstowatchavideo.
Currencyconverterpage Tocalculateequivalentamountsindifferentcurrencies.

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Herearetwoexamplesofhelpfulpageswherethepurposeofthepageisnotasobvious:

Pagewitha
Discussion
NonObviousPurpose

Thispagelooksasthoughthepurposeistosharefactualinformation,butthepagestarts
withthetextChristopherColumbuswasbornin1951inSydney,Australia.Thisis
obviouslyinaccurate!Wasthispagecreatedtohelpusersortotrickandconfuseusers?

Inthiscase,exploringthewebsitecanhelpusunderstandthepurposeofthepage.This
ChristopherColumbus
websitewasbuiltbyeducatorstoteachaboutinterpretinginformationfoundontheInternet.
PageExample

AfterreadingaboutthewebsiteontheA boutThisSitepage,itshouldbeclearthatthe
purposeofthepageistoserveasaneducationaltool.Theinformationonthepageis
deliberatelyinaccuratesothatitcanbeusedasanexampleofmisinformationonthe
Internet.Thispageandwebsitedohaveahelpfulandbeneficialpurpose.

Atfirstglance,thispagemayseempointlessorstrange.However,itisapagefroma
humoroussitethatencouragesuserstopostphotoswithmouthsdrawnonthem.The
purposeofthepageishumororartisticexpression.Thispagehasahelpfulorbeneficial
OmNomNomNomPage
purpose.
Example

EventhoughtheA boutpageonthiswebsiteisnotveryhelpful,thewebsiteexplainsitself
onitsF
AQpage.

2.3 YourMoneyorYourLife(YMYL)Pages

Sometypesofpagescouldpotentiallyimpactthefuturehappiness,health,orfinancialstabilityofusers.Wecallsuch
pagesYourMoneyorYourLifepages,orYMYL.ThefollowingareexamplesofYMYLpages:

Shoppingorfinancialtransactionpages:webpagesthatallowuserstomakepurchases,transfermoney,pay
bills,etc.online(suchasonlinestoresandonlinebankingpages).
Financialinformationpages:webpagesthatprovideadviceorinformationaboutinvestments,taxes,retirement
planning,homepurchase,payingforcollege,buyinginsurance,etc.
Medicalinformationpages:webpagesthatprovideadviceorinformationabouthealth,drugs,specificdiseases
orconditions,mentalhealth,nutrition,etc.
Legalinformationpages:webpagesthatprovidelegaladviceorinformationontopicssuchasdivorce,child
custody,creatingawill,becomingacitizen,etc.
Newsarticlesorpublic/officialinformationpagesimportantforhavinganinformedcitizenry:webpages
thatincludeinformationaboutlocal/state/nationalgovernmentprocesses,people,andlawsdisasterresponse
servicesgovernmentprogramsandsocialservicesnewsaboutimportanttopicssuchasinternationalevents,
business,politics,science,andtechnologyetc.Pleaseuseyourjudgmentandknowledgeofyourlocale.Keep
inmindthatnotallnewsarticlesarenecessarilyconsideredYMYL.
Other:therearemanyothertopicsthatyoumayconsiderYMYL,suchaschildadoption,carsafetyinformation,
etc.Pleaseuseyourjudgment.

WehaveveryhighPageQualityratingstandardsforYMYLpagesbecauselowqualityYMYLpagescouldpotentially
negativelyimpactusershappiness,health,orfinancialstability.

2.4 UnderstandingWebpageContent

Allofthecontentonawebpagecanbeclassifiedasoneofthefollowing:MainContent(MC),SupplementaryContent
(SC),orAdvertisements/Monetization(Ads).InordertounderstandthepurposeofawebpageanddoPQrating,youwill
needtobeabletodistinguishamongthesedifferentpartsofthepage.

Webpagedesigncanbecomplicated,somakesuretoclickaroundandexplorethepage.Seewhatkindofcontentis
behindthetabsandtestouttheinteractivepagefeatures.ContentbehindthetabsmaybeconsideredpartoftheMC,
SC,orAds,dependingonwhatthecontentis.

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2.4.1IdentifyingtheMainContent(MC)

MainContentisanypartofthepagethatdirectlyhelpsthepageachieveitspurpose.WebmastersdirectlycontroltheMC
ofthepage(exceptforusergeneratedcontent).MCcanbetext,images,videos,pagefeatures(e.g.,calculators,
games),oritcanbeusergeneratedcontentsuchasvideos,reviews,articles,etc.thatusershaveaddedoruploadedto
thepage.Notethattabsonsomepagesleadtoevenmoreinformation(e.g.,customerreviews)andcansometimesbe
consideredpartoftheMCofthepage.

TypeofPageandPurpose MCHighlightedinYellow
Newswebsitehomepage:thepurposeistoinformusersaboutrecentorimportantevents. MCNewsHomepage
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. MCNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
ContentbehindtheReviews,Shipping,andSafetyInformationtabsareconsideredtobe MCShoppingPage
partoftheMC.
Videopage:thepurposeistoallowuserstoviewavideo. MCVideoPage
Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies. MCCurrencyConverter
Blogpostpage:thepurposeistodisplayablogpost. MCBlogPostPage
Searchenginehomepage:thepurposeistoallowuserstoenteraqueryandsearchtheInternet. MCSearchEngineHomepage
Bankloginpage:thepurposeistoallowuserstologintobankonline. MCBankLoginPage

2.4.2IdentifyingtheSupplementaryContent(SC)

SupplementaryContentcontributestoagooduserexperienceonthepage,butdoesnotdirectlyhelpthepageachieveits
purpose.SCiscontrolledbywebmastersandisanimportantpartoftheuserexperience.OnecommontypeofSCis
navigationlinksthatallowuserstovisitotherpartsofthewebsite.Notethatinsomecases,contentbehindtabsmaybe
consideredpartoftheSCofthepage.

SometimestheeasiestwaytoidentifySCistolookforthepartsofthepagethata renotM
CorAds.

TypeofPageandPurpose SCHighlightedinBlue
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. SCNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct. SCShoppingPage
Videopage:thepurposeistoallowuserstoviewavideo. SCVideoPage
Blogpostpage:thepurposeistodisplayablogpost. SCBlogPostPage

2.4.3IdentifyingAdvertisements/Monetization(Ads)

Adsmaycontributetoagooduserexperience.Advertisements/Monetization(Ads)iscontentand/orlinksthatare
displayedforthepurposeofmonetizing(makingmoneyfrom)thepage.ThepresenceorabsenceofAdsisnotbyitselfa
reasonforaH ighorL
owqualityrating.Withoutadvertisingandmonetization,somewebpagescouldnotexistbecauseit
costsmoneytomaintainawebsiteandcreatehighqualitycontent.

Thereareseveraldifferentwaystomonetizeawebpage,includingadvertisementsandaffiliateprograms.Seeh erefor
moreinformationonwebsitemonetization.Notethatmonetizationonmobilepagesmaybemoresubtlethan
monetizationondesktoppages.

Themostcommontypeofmonetizationisadvertisements.Adsmaybelabeledas"ads,""sponsoredlinks,"sponsored
listings,sponsoredresults,etc.Usually,youcanclickonthelinksormouseoverthecontenttodeterminewhetherthey
areAds,astheyoftenrefertoaURLoutsideofthatwebsite.Adsmaychangewhenyoureloadthepage,anddifferent
usersmayseedifferentAdsonthesamepage.

WebmasterscanchoosetodisplayAdsontheirpage(suchasbyjoiningana dvertisingnetwork),buttheymaynot
alwaysdirectlycontrolthecontentoftheAds.However,wewillconsiderawebsiteresponsiblefortheoverallqualityof
theAdsdisplayed.

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Important:Forthepurposeofthisguideline,wewillconsidermonetizedlinksofanytypetobeAds.Seeh
erefor
differenttypesofwebsitemonetization.

TypeofPageandPurpose AdsHighlightedinRed
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. AdsNewsArticle
Videopage:thepurposeistoallowuserstoviewavideo. AdsVideoPage
Blogpostpage:thepurposeistodisplayablogpost. AdsBlogPostPage
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct. NoadsShoppingPage

2.4.4SummaryofthePartsofthePage

Let'sputitalltogether.

MainContent(MC)isanypartofthepagethatdirectlyhelpsthepageachieveitspurpose.MCis(orshouldbe!)the
reasonthepageexists.ThequalityoftheMCplaysaverylargeroleinthePageQualityratingofawebpage.
SupplementaryContent(SC)isalsoimportant.SCcanhelpapagebetterachieveitspurposeoritcandetractfrom
theoverallexperience.
Manypageshavea dvertisements/monetization(Ads).Withoutadvertisingandmonetization,somewebpages
couldnotexistbecauseitcostsmoneytomaintainawebsiteandcreatehighqualitycontent.Thepresenceor
absenceofAdsisnotbyitselfareasonforaH
ighorL
owqualityrating.

Onsomepages,reviewsmaybeconsideredMC,andonotherpagestheymaybeconsideredSC.Useyourbest
judgmentandthinkaboutthepurposeofthepage.

Donotworrytoomuchaboutidentifyingeverylittlepartofthepage.ThinkaboutwhichpartsofthepagearetheMC.
Next,lookfortheAds.AnythingleftovercanbeconsideredSC.

TypeofPageandPurpose MC,SC,andAdsHighlighted
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic. SummaryNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct. SummaryShoppingPage
Videopage:thepurposeistoallowuserstoviewavideo. SummaryVideoPage
Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies. SummaryCurrencyConverter
Blogpostpage:thepurposeistodisplayablogpost. SummaryBlogPostPage
Bankloginpage:thepurposeistoallowuserstologintobankonline. SummaryBankLoginPage

2.5 UnderstandingtheWebsite

Pagesoftenmakemoresensewhenviewedaspartofawebsite.SomeofthecriteriainPageQualityratingarebased
onthewebsitethepagebelongsto.

Inordertounderstandawebsite,lookforinformationaboutthewebsiteonthewebsiteitself.Websitesareusuallyvery
eagertotellyouallaboutthemselves!

Youmustalsolookforreputationinformationaboutthewebsite.Weneedtofindoutwhatoutside,independentsources
sayaboutthewebsite.Whenthereisdisagreementbetweenwhatthewebsitesaysaboutitselfandwhatreputable
independentsourcessayaboutthewebsite,welltrusttheindependentsources.

2.5.1FindingtheHomepage

Thehomepageofawebsiteusuallycontainsorhaslinkstoimportantinformationaboutthewebsite.Webmastersusually
makeiteasytogettothehomepageofthewebsitefromanypageonthesite.

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Here'showtofindthehomepageofawebsite:

ExaminethelandingpageoftheURLinyourPQratingtask.
Findandclickonthelinklabeledhomeormainpage.
Havingtroublefindingit?TryusingCtrlF(commandFonaMac)tosearchthepageforthetexthomeor
main.Youmayalsotryclickingonthewebsitelogo,whichisusuallyatthetopofthepage.

Sometimes,youmaybegivenawebpageorwebsitethatappearstohavenonavigationlinks,nohomepagelink,andno
logoorothermeanstofindthehomepage.EvensomeH ighorH
ighestqualitypageslackawaytonavigatetothe
homepage.Ifyoucan'tfindalinktothehomepage,modifytheURLbyremovingeverythingtotherightof.com,.org,
.net,.info,etc.andrefreshthepage.

Occasionally,yourratingtaskwillincludeaURLforwhichtherearetwoormorejustifiablehomepagecandidates.For
example,youmaynotbesurewhetherthehomepageoftheURLh ttp://finance.yahoo.com/news/categorystocksis
http://finance.yahoo.comorhttp://www.yahoo.com.

Important:Whenyouhavemorethanonehomepagecandidate,pleaseusewhicheveroneoffersthemostinformation
aboutthespecificwebpageintheratingtask.Useyourjudgment.Thegoalistounderstandthewebpageandthe
website(s)itisassociatedwith,notfindtheoneunique,correcthomepage.

Inthefollowingexamples,wehaveincludedtheURLofthepagetobeevaluatedintheratingtask,aswellastheURLof
itsassociatedhomepage.Wehavealsoincludedanimagethatshowswheretoclickonthelandingpagetonavigateto
thehomepage.Intheimage,youwillseearedboxaroundthelinkorlogoyouwouldclicktonavigatetothehomepage.

Imagethatshowswheretoclicktogettothe
URLoftheTaskPage HomepageoftheWebsite
homepage

WilliamsSonomaHomepage

http://www.williamssonoma.c
http://www.williamssonoma.com
om/products/shunpremier7

pieceknifeblockset

ThisWILLIAMSSONOMAlogoshowninthe
uppercenterofthepageisclickableandtakes
userstothehomepageofthewebsite.

http://answers.yahoo.com
SpecificYahooAnswersPage
Inthiscase,wewillconsider

http://answers.yahoo.comthehomepage,rather
http://answers.yahoo.com/qu
thanh ttp://www.yahoo.com.Why?Because
estion/index_ylt=AnAYEU1f
clickingonthelogotakestheuserto
ED6ncg1jRCFy30kk5XNG_y
http://answers.yahoo.com.Inaddition,
lv=3?qid=20091214193523A
http://answers.yahoo.comhasinformationabout
AQqHQS ThisYAHOOANSWERSlogointheupperleft
theYahooAnswerswebsite.Itisverydifficultto
partofthepageisclickableandtakesusersto
findspecificinformationabout
http://answers.yahoo.comonthe thehomepageofthewebsite.
http://www.yahoo.comhomepage.

http://hms.harvard.edu HarvardMedicalSchoolFactsandFiguresPage

Inthiscase,wewillconsidertheHarvardMedical
Schoolpageath ttp://hms.harvard.edutobethe
http://hms.harvard.edu/about homepage,ratherthanh ttp://www.harvard.edu
hms/factsfigures (whichisthehomepageofHarvardUniversity).
Clickingthelogoatthetopof ThisHarvardMedicalSchoollogointheupper
http://hms.harvard.edu/abouthms/factsfigures leftpartofthepageisclickableandtakesusers
takesuserstoh ttp://hms.harvard.edu,notto tothehomepageoftheHarvardMedicalSchool
http://www.harvard.edu. website.

Copyright2017 12

2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage

Everypagebelongstoawebsite,anditshouldbeclear:

Who(whatindividual,company,business,foundation,etc.)isresponsibleforthewebsite.
Who(whatindividual,company,business,foundation,etc.)createdthecontentonthepageyouareevaluating.

Websitesareusuallyveryclearaboutwhocreatedthecontentonthepage.Therearemanyreasonsforthis:

Commercialwebsitesmayhavecopyrightedmaterialtheywanttoprotect.
Businesseswantuserstoknowwhotheyare.
Artists,authors,musicians,andotheroriginalcontentcreatorsusuallywanttobeknownandappreciated.
Foundationsoftenwantsupportandevenvolunteers.
Highqualitystoreswantuserstofeelcomfortablebuyingonline.

Mostwebsiteshavecontactusoraboutusoraboutpagesthatprovideinformationaboutwhoownsthesite.Many
companieshaveanentirewebsiteorblogdevotedtowhotheyareandwhattheyaredoing,whatjobsareavailable,etc.
GoogleandMarriottarebothexamplesofthis,andtherearemanyothers:

GoogleOfficialBlog
MarriottBlog
SouthwestAirlinesBlog
NetflixTechBlog

Oftenabusinessororganizationisresponsibleforthecontentofawebsite,notanindividualperson.TheIBM
Corporationisresponsibleforthecontentonibm.com.TheClevelandClinicisresponsibleforthecontenton
clevelandclinic.org.Anindividualisnotresponsibleforthecontentonthesewebsites,eventhoughmanyindividuals
contributedtocreatingandmaintainingthecontent.Inthesecases,wewillviewthebusinessororganizationas
responsibleforthecontentoneverysinglepage,aswellasmaintenanceofthewebsite.

Onsomewebsites,userscreatetheMCofmanypages,whilethebusinessororganizationitselfmaintainsthewebsite.
ThecompanyFacebookisresponsiblefortheFacebookwebsite,butindividualscreatethecontentontheirpersonal
Facebookpages.ThecompanyWikipediaisresponsiblefortheWikipediawebsite,butindividualscreatearticlecontent.
OtherwebsiteswithusergeneratedcontentincludeYouTube,Twitter,othersocialnetworkingwebsites,otherarticle
publishingwebsites,Q&Awebsites,forums,etc.Forthesewebsites,youmustlookateachpagetodeterminethe
author(s)orcreator(s)ofthecontentonthatpage.

Finally,therearesomewebsitesthatshowlicensedorsyndicatedcontent.Thismeansthatthewebsitehaspaidmoney
orhassomebusinessrelationshipwiththecreatorofthecontent.Inthesecases,wewillconsiderthewebsiteitselftobe
responsibleforthelicensedorsyndicatedcontent,evenifitwasntcreatedbythewebsite.

2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation

Manywebsitesareinterestedincommunicatingwiththeirusers.Therearemanyreasonsthatusersmighthavefor
contactingawebsite,fromreportingproblemssuchasbrokenpages,toaskingforcontentremoval.Manywebsitesoffer
multiplewaysforuserstocontactthewebsite:emailaddresses,phonenumbers,physicaladdresses,webcontactforms,
etc.Sometimes,thiscontactinformationisevenorganizedbydepartmentandprovidesthenamesofindividualsto
contact.

Copyright2017 13

Thetypesandamountofcontactinformationneededdependonthetypeofwebsite.Contactinformationandcustomer
serviceinformationareextremelyimportantforwebsitesthathandlemoney,suchasstores,banks,creditcard
companies,etc.Usersneedawaytoaskquestionsorgethelpwhenaproblemoccurs.

Forshoppingwebsites,we'llaskyoutodosomespecialchecks.Lookforcontactinformationincludingthestores
policiesonpayment,exchanges,andreturns.Sometimesthisinformationislistedundercustomerservice.

Somekindsofwebsitesneedfewerdetailsandasmalleramountofcontactinformationfortheirpurpose.Forexample,
humorwebsitesmaynotneedthelevelofdetailedcontactinformationwewouldexpectfromonlinebankingwebsites.

Occasionally,youmayencounterawebsitewithalegitimatereasonforanonymity.Forexample,personalwebsitesmay
notincludepersonalcontactinformationsuchasanindividualshomeaddressorphonenumber.Similarly,websiteswith
usergeneratedcontentmayallowtheauthortoidentifyhim/herselfwithanaliasorusernameonly.

Tofindcontactorcustomerserviceinformationforawebsite,startwiththehomepage.Lookforacontactusor
customerservicelink.Explorethewebsiteifyoucannotfindacontactuspage.Sometimesyouwillfindthecontact
informationonacorporatesitelinkorevenonthecompanysFacebookpage.Beadetective!

Notethatdifferentlocalesmayhavetheirownspecificstandardsandrequirementsforwhatinformationshouldbe
availableonthewebsite.

2.6 WebsiteReputation

Awebsite'sreputationisbasedontheexperienceofrealusers,aswellastheopinionofpeoplewhoareexpertsinthe
topicofthewebsite.Keepinmindthatwebsitesoftenrepresentrealcompanies,organizations,andotherentities.
Therefore,reputationresearchappliestoboththewebsiteandtheactualcompany,organization,orentitythatthewebsite
isrepresenting.

Awebsite'sreputationcanalsohelpyouunderstandwhatawebsiteisbestknownfor,andasaresulthowwellit
accomplishesitspurpose.Forexample,newspapersmaybeknownforhighquality,independentinvestigativereporting
whilesatirewebsitesmaybeknownfortheirhumor.

Manywebsitesareeagertotellusershowgreattheyare.Somewebmastershavereadtheseratingguidelinesandwrite
reviewsonvariousreviewwebsites.ButforPageQualityrating,youmustalsolookforoutside,independentreputation
informationaboutthewebsite.Whenthewebsitesaysonethingaboutitself,butreputableexternalsourcesdisagreewith
whatthewebsitesays,trusttheexternalsources.

YourjobistotrulyevaluatethePageQualityofthesite,notjustblindlyacceptinformationononeortwopagesofthe
website.Beskepticalofclaimsthatwebsitesmakeaboutthemselves.

Copyright2017 14

2.6.1ReputationResearch

Usereputationresearchtofindoutwhatrealusers,aswellasexperts,thinkaboutawebsite.Lookforreviews,
references,recommendationsbyexperts,newsarticles,andothercredibleinformationcreated/writtenbyindividuals
aboutthewebsite.

Storesfrequentlyhaveuserratings,whichcanhelpyouunderstandastoresreputationbasedonthereportsofpeople
whoactuallyshopthere.Weconsideralargenumberofpositiveuserreviewsasevidenceofpositivereputation.

Manyotherkindsofwebsiteshavereputationsaswell.Forexample,youmightfindthatanewspaperwebsitehaswon
journalisticawards.Prestigiousawards,suchasthePulitzerPrizeaward,arestrongevidenceofpositivereputation.

Whenahighlevelofauthoritativenessorexpertiseisneeded,thereputationofawebsiteshouldbejudgedonwhat
expertopinionshavetosay.Recommendationsfromexpertsources,suchasprofessionalsocieties,arestrongevidence
ofverypositivereputation.

Reputation research is necessaryforallwebsitesyouencounter. Donotjustassumewebsitesyoupersonallyusehavea

goodreputation.Pleasedoresearch!Youmightbesurprisedatwhatyoufind.

2.6.2SourcesofReputationInformation

Lookforinformationwrittenbyaperson,notstatisticsorothermachinecompiledinformation.Newsarticles,Wikipedia
articles,blogposts,magazinearticles,forumdiscussions,andratingsfromindependentorganizationscanallbesources
ofreputationinformation.Lookforindependent,crediblesourcesofinformation.

Sometimes, you will find information about a website that is not related to its reputation. For example, pages likeAlexa
have information about Internet traffic to the website, but do not provide evidenceofpositiveornegativereputation. You
canignorethisinformationsinceit'snothelpfulforPageQualityrating.

2.6.3CustomerReviewsofStores/Businesses

Customerreviewscanbehelpfulforassessingthereputationofastoreorbusiness.However,youshouldinterpretthese
reviewswithcare,particularlyifthereareonlyafew.Beskepticalofbothpositiveandnegativeuserreviews.Anyonecan
writethem,includingthecreatorofthewebsiteorsomeonethestoreorbusinesshiresforthispurpose.Seeh erefora
NewYorkTimesarticleonfakereviewsandh ereforaGuardianarticleonfakereviews.

Wheninterpretingcustomerreviews,trytofindasmanyaspossible.Anystoreorwebsitecangetafewnegative
reviews.Thisiscompletelynormalandexpected.Largestoresandcompanieshavethousandsofreviewsandmost
receivesomenegativeones.

Itisalsoimportanttoreadthereviewsbecausethecontentofthereviewsmatter,notjustthenumber.Credible,
convincingreportsoffraudandfinancialwrongdoingisevidenceofextremelynegativereputation.Asingleencounter
witharudeclerkorthedelayedreceiptofasinglepackageshouldnotbeconsiderednegativereputationinformation.
Pleaseuseyourjudgment.

2.6.4HowtoSearchforReputationInformation

Hereishowtoresearchthereputationofthewebsite:

1. Identifythehomepageofthewebsite.Forexample,fortheIBMwebsite,ibm.comisthehomepage.

2. Usingibm.comasanexample,tryoneormoreofthefollowingsearchesonGoogle:

[ibmsite:ibm.com]:AsearchforIBMthatexcludespagesonibm.com.
[ibm.comsite:ibm.com]:Asearchforibm.comthatexcludespagesonibm.com.
[ibmreviewssite:ibm.com]AsearchforreviewsofIBMthatexcludespagesonibm.com.
[ibm.comreviewssite:ibm.com]:Asearchforreviewsofibm.comthatexcludespagesonibm.com.

Copyright2017 15

 Note:Whensearchingforreputationinformation,trytofindsourcesthatwerenotwrittenorcreatedbythe
websiteorcompanyitself.Forexample,IBMmighthaveofficialFacebookorTwitterpagesthatitclosely
maintains,whichwouldnotbeconsideredindependentsourcesofreputationinformationaboutthecompany.
Seeh
ereforaWikipediaarticleonidentifyingandusingindependentsources.

3. Lookforarticles,reviews,forumposts,discussions,etc.writtenbypeopleaboutthewebsite.Forbusinesses,
therearemanysourcesofreputationinformationandreviews.Herearesomeexamples:Y elp,B
etterBusiness
Bureau(anonprofitorganizationthatfocusesonthetrustworthinessofbusinessesandcharities),A mazon,and
GoogleShopping.Youcantrysearchingonspecificsitestofindreviews.Forexample,youcantry[ibm
site:bbb.org]or[ibm.comsite:bbb.org].

Note:YouwillsometimesfindhighratingsontheBetterBusinessBureau(BBB)websitebecausethereisvery
littledataonthebusiness,notbecausethebusinesshasapositivereputation.However,verylowratingsonBBB
areusuallytheresultofmultipleunresolvedcomplaints.PleaseconsiderverylowratingsontheBBBsitetobe
evidenceforanegativereputation.

4. SeeifthereisaWikipediaarticleornewsarticlefromawellknownnewssite.Wikipediacanbeagoodsourceof
informationaboutcompaniesandorganizations.Forexample,try[ibmsite:en.wikipedia.org]or[ibm.com
site:en.wikipedia.org].NewsarticlesandWikipediaarticlescanhelpyoulearnaboutacompanyandmayinclude
informationspecifictoreputation,suchasawardsandotherformsofrecognition,oralsocontroversiesand
issues.NotethatsomeWikipediaarticlesincludeamessagewarningusersthattherearedisagreementson
someofthecontent,orthatthecontentmaybeoutdated.Thismaybeanindicationthatadditionalresearchis
necessary.

Herearesomeexamplesofreputationinformation:

Website ReputationInformationAbouttheSite Description

annualcreditreport.com
Positivereputationinformation:UsersintheU.S.
canobtainfreecreditreportsonthiswebsiteby
providingtheirSocialSecurityNumber.Notethat
Searchresultsfor[annualcreditreport.com
theWikipediaarticletellsusthat
site:annualcreditreport.com]
AnnualCreditReport.comistheonlyfederally
mandatedandauthorizedsourceforobtaininga
Wikipediaarticleaboutannualcreditreport.com
freecreditreport.
WallStreetJournalarticleabout
Note:Almosteverywebsitewillhavecomplaints
annualcreditreport.com
aboutcustomerservice,soitisimportanttolookat
varioussourcesandreviewsinyourreputation
research.

Searchresultsfor[clevelandclinic.org]
Wikipediaarticleaboutclevelandclinic.org
clevelandclinic.org
USNews&WorldReportarticleaboutthebest
hospitalsintheU.S.
Positivereputationinformation:Accordingto
Wikipedia,theClevelandCliniciscurrently
regardedasoneofthetop4hospitalsintheUnited
StatesasratedbyU.S.News&WorldReport,
whichyouwillalsofindinthearticleonthebest
hospitalsintheU.S.Userscantrustmedical
informationonthiswebsite.

Positivereputationinformation:Noticethe
Searchresultsfor[csmonitor.com highlightedsectionintheWikipediaarticleabout
site:csmonitor.com] TheChristianScienceMonitornewspaper,which
csmonitor.com tellsusthatthenewspaperhaswonsevenPulitzer
WikipediaarticleaboutTheChristianScience Prizeawards.Fromthisinformation,wecaninfer
Monitor thatthecsmonitor.comwebsitehasapositive
reputation.

Copyright2017 16

Website ReputationInformationAbouttheSite Description

Searchresultsfor[kernel.orgsite:kernel.org]
kernel.org
Wikipediaarticleaboutkernel.org
Searchtofindreputationinformation
Searchtofindreviews
Positivereputationinformation:Welearninthe
WikipediaarticlethatKernel.orgisa
mainrepositoryofsourcecodefortheLinuxkernel,
thebaseofthepopularLinuxoperatingsystem.It
makesallversionsofthesourcecodeavailabletoall
users.Italsohostsvariousotherprojects,
likeGoogleAndroid.Themainpurposeofthesiteis
tohostarepositoryforLinuxkerneldevelopersand
maintainersofLinuxdistributions.
Extremelynegativereputationinformation:This
businesshasaBBBratingofF(i.e.,lowestrating

givenbyBBB).Thereisanewsarticleabout
Sitesellingchildrens BBBnegativereview financialfraud.Therearemanyreviewsonwebsites
junglegym
TrustLinknegativereviews describinguserssendingmoneyandnotreceiving
anythingfromvarioussources.
Negativenewsarticle

Searchtofindreputationinformation
Extremelynegative/maliciousreputation
Sitesellingproducts BBBpage
information:Thiswebsiteengagedincriminal
relatedtoeyewear
Wikipediaarticle behaviorsuchasphysicallythreateningusers.
NewYorkTimesarticle

Searchtofindscamsrelatedthisorganization
Extremelynegativereputationinformation:There
Organizationservingthe Negativereview1
aremanydetailednegativearticlesonnewssites
hospitalizedveteran Negativereview2 andcharitywatchdogsitesaboutthisorganization
community
Negativereview3 describingfraudandfinancialmishandling.

Negativereview4

2.6.5WhattoDoWhenYouFindNoReputationInformation

Youshouldexpecttofindreputationinformationforlargebusinessesandwebsitesoflargeorganizations.

Frequently,youwillfindlittleornoinformationaboutthereputationofawebsiteforasmallorganization.Thisisnot
indicativeofpositiveornegativereputation.Manysmall,localbusinessesorcommunityorganizationshaveasmallweb
presenceandrelyonwordofmouth,notonlinereviews.Forthesesmallerbusinessesandorganizations,lackof
reputationshouldnotbeconsideredanindicationoflowpagequality.

3.0 OverallPageQualityRatingScale

TheoverallPageQualityratingscaleoffersfiveratingoptions:L owest,L ow,M edium,H igh,andH

ighest.

OnPageQualityratingtasks,youwillusethePageQualityslidingscale(slider)toassigntheoverallPQrating.The
sliderlookslikethis:

Copyright2017 17

Youmayalsousetheinbetweenr atingsofL owest+,L ow+,M edium+,andH igh+.Pleaseinterpretthe+as+,

meaningthattheL owest+ratingishalfwaybetweenL owestandL ow,L
ow+ishalfwaybetweenL owandM edium,etc.

Inthefollowingsections,youwilllearnaboutcharacteristicsofL
owest,L
ow,M
edium,H igh,andH
ighestqualitypages.

3.1 PageQualityRating:MostImportantFactors

HerearethemostimportantfactorstoconsiderwhenselectinganoverallPageQualityrating:

Expertise,Authoritativeness,Trustworthiness:T hisisanimportantqualitycharacteristic.Useyourresearch
ontheadditionalfactorsbelowtoinformyourrating.
MainContentQualityandAmount:T heratingshouldbebasedonthelandingpageofthetaskURL.
WebsiteInformation/informationaboutwhoisresponsibleforthewebsite:Linkstohelpwithwebsite
informationresearchwillbeprovided.
WebsiteReputation:Linkstohelpwithreputationresearchwillbeprovided.

Note:Sometasksmayaskyoutoviewthepageonyourphone,buttodoresearch(e.g.,findingwebsiteinformationand
reputation)onyourdesktop.Othertasksmayaskyoutodoeverythingondesktop.Pleasefollowinstructionsinthetask.

3.2 MoreaboutExpertise,Authoritativeness,andTrustworthiness(EAT)

Theamountofexpertise,authoritativeness,andtrustworthiness(EAT)thatawebpage/websitehasisveryimportant.
MCqualityandamount,websiteinformation,andwebsitereputationallinformtheEATofawebsite.

Keepinmindthatthereareexpertwebsitesofalltypes,evengossipwebsites,fashionwebsites,humorwebsites,forum
andQ&Apages,etc.Infact,sometypesofinformationarefoundalmostexclusivelyonforumsanddiscussions,wherea
communityofexpertscanprovidevaluableperspectivesonspecifictopics.

Highqualitymedicaladviceshouldcomefrompeopleororganizationswithappropriatemedicalexpertiseor
accreditation.Highqualitymedicaladviceorinformationshouldbewrittenorproducedinaprofessionalstyleand
shouldbeedited,reviewed,andupdatedonaregularbasis.
Highqualitynewsarticlesshouldcontainfactuallyaccuratecontentpresentedinawaythathelpsusersachievea
betterunderstandingofevents.Establishededitorialpoliciesandreviewprocessesaretypicallyheldbyhigh
qualitynewssources(e xample1,e xample2) .
Highqualityinformationpagesonscientifictopicsshouldrepresentwellestablishedscientificconsensuson
issueswheresuchconsensusexists.
Highqualityfinancialadvice,legaladvice,taxadvice,etc.,shouldcomefromexpertsourcesandbemaintained
andupdatedregularly.
Highqualityadvicepagesontopicssuchashomeremodeling(whichcancostthousandsofdollarsandimpact
yourlivingsituation)oradviceonparentingissues(whichcanimpactthefuturehappinessofafamily)shouldalso
comefromexpertorexperiencedsourcesthatuserscantrust.
Highqualitypagesonhobbies,suchasphotographyorlearningtoplayaguitar,alsorequireexpertise.

Sometopicsrequirelessformalexpertise.Manypeoplewriteextremelydetailed,helpfulreviewsofproductsor
restaurants.Manypeoplesharetipsandlifeexperiencesonforums,blogs,etc.Theseordinarypeoplemaybe
consideredexpertsintopicswheretheyhavelifeexperience.Ifitseemsasifthepersoncreatingthecontenthasthe
typeandamountoflifeexperiencetomakehimorheranexpertonthetopic,wewillvaluethiseverydayexpertiseand
notpenalizetheperson/webpage/websitefornothavingformaleducationortraininginthefield.

ItsevenpossibletohaveeverydayexpertiseinYMYLtopics.Forexample,thereareforumsandsupportpagesfor
peoplewithspecificdiseases.Sharingpersonalexperienceisaformofeverydayexpertise.Considerthisexample.
Here,forumparticipantsaretellinghowlongtheirlovedoneslivedwithlivercancer.Thisisanexampleofsharing
personalexperiences(inwhichtheyareexperts),notmedicaladvice.Specificmedicalinformationandadvice(rather
thandescriptionsoflifeexperiences)shouldcomefromdoctorsorotherhealthprofessionals.

Thinkaboutthetopicofthepage.Whatkindofexpertiseisrequiredforthepagetoachieveitspurposewell?The
standardforexpertisedependsonthetopicofthepage.

Copyright2017 18

4.0 HighQualityPages

Inthissection,wewilldescribecharacteristicsofH
ighqualitypagesandgivemanyexamples.Exampleshelpcalibrate
yourratings,sopleaserevieweachone.

4.1 CharacteristicsofHighQualityPages

Highqualitypagesaresatisfyingandachievetheirpurposewell.H ighqualitypagesexistforalmostanypurpose,from
givinginformationtomakingyoulaugh.

WhatmakesaH ighqualitypage?AH ighqualitypagemayhavethefollowingcharacteristics:

HighlevelofExpertise,Authoritativeness,andTrustworthiness(EAT),includingtheEATofthepublisher
and/orindividualauthorfornewsarticlesandinformationpagesonYMYLtopics.
AsatisfyingamountofhighqualityMC.
Satisfyingwebsiteinformationand/orinformationaboutwhoisresponsibleforthewebsiteorsatisfyingcustomer
serviceinformation,ifthepageisprimarilyforshoppingorincludesfinancialtransactions.
PositivewebsitereputationforawebsitethatisresponsiblefortheMConthepage.

4.2 ASatisfyingAmountofHighQualityMainContent

ThequalityoftheMCisoneofthemostimportantcriteriainPageQualityrating,andinformstheEATofthepage.For
alltypesofwebpages,creatinghighqualityMCtakesasignificantamountofatleastoneofthefollowing:time,effort,
expertise,andtalent/skill.Fornewsarticlesandinformationpages,highqualityMCmustbefactuallyaccurateforthe
topicandmustbesupportedbyexpertconsensuswheresuchconsensusexists.

Foreachpageyouevaluate,spendafewminutesexaminingtheMCbeforedrawingaconclusionaboutit.Readthe
article,watchthevideo,examinethepictures,usethecalculator,playtheonlinegame,etc.RememberthatMCalso
includespagefeaturesandfunctionality,sotestthepageout.Forexample,ifthepageisaproductpageonastore
website,putatleastoneproductinthecarttomakesuretheshoppingcartisfunctioning.Ifthepageisanonlinegame,
spendafewminutesplayingit.

Thepurposeofthepagewillhelpyoudeterminewhathighqualitycontentmeansforthatpage.Forexample,Highquality
informationpagesshouldbefactuallyaccurate,clearlywritten,andcomprehensive.Highqualityshoppingcontentshould
allowuserstofindtheproductstheywantandtopurchasetheproductseasily.Highqualityhumororsatireshouldbe
entertaining,whilefactualaccuracyisnotarequirementaslongasthepagewouldbeunderstoodassatirebyusers.

Theamountofcontentnecessaryforthepagetobesatisfyingdependsonthetopicandpurposeofthepage.AH igh
qualitypageonabroadtopicwithalotofavailableinformationwillhavemorecontentthanaH ighqualitypageona
narrowertopic.HerearesomeexamplesofpageswithasatisfyingamountofhighqualityMC.

Webpage Discussion

SiberianHusky TheSiberianHusky(abreedofdog)isanarrowtopic.AlthoughthisencyclopedialandingpagehaslessMC
InformationPage thansomeencyclopediapagesonbroadertopics,ithasasatisfyingamountofclearlywritten,highqualityMC.

ThisshoppingpageonareputableshoppingwebsitehasasatisfyingamountofhighqualityMC.Thepage
providesthemanufacturersproductspecs,aswellasoriginalproductinformation,over90userreviews,
KitchenStandMixer
shippingandreturnsinformation,multipleimagesoftheproduct,etc.Note:SomeoftheMCisbehindlinkson
ShoppingPage
thepage(itemdetails,itemspecifications,guestreviews,etc.).Eventhoughyouhavetoclicktheselinks
toseethecontent,itisstillconsideredMC.

ThismoviereviewwrittenbyamoviecritichasasatisfyingamountofhighqualityMC.Time,effort,and
MovieReviewPage
talent/skillwentintowritingthismoviereview.

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4.3 ClearandSatisfyingWebsiteInformation:WhoisResponsibleandCustomerService

UnderstandingwhoisresponsibleforawebsiteisacriticalpartofassessingEATformosttypesofwebsites.High
qualitypagesshouldhaveclearinformationaboutthewebsitesothatusersfeelcomfortabletrustingthesite.

TheamountofinformationneededforEATassessmentdependsonthetypeofwebsite.Forexample,YMYLwebsites
demandahighdegreeoftrust,sotheygenerallyneedsatisfyinginformationaboutwhoisresponsibleforthecontentof
thesite.Inaddition,Highqualitystoresandfinancialtransactionwebsitesalsoneedclearandsatisfyingcustomerservice
informationtohelpusersresolveissues.

OtherwebsitesthatarenotYMYLwebsitesmayneedlesswebsiteinformation,dependingonthepurposeofthewebsite.
Forexample,anemailaddressmaybesufficientforsomenonYMYLwebsites.

4.4 PositiveReputation

ReputationisanimportantcriteriawhenusingtheH ighrating,andinformstheEATofthepage.Whileapagecanmerit
theH
ighratingwithnor eputation,theH
ighratingcannotbeusedforanywebsitethathasaconvincingnegative
reputation.Rememberthatwhendoingresearch,makesuretoconsiderthereasonsbehindanegativeratingandnot
justtheratingitself.

4.5 AHighLevelofExpertise/Authoritativeness/Trustworthiness(EAT)

Highqualitypagesandwebsitesneedenoughexpertisetobeauthoritativeandtrustworthyontheirtopic.Remember
thatthereareexpertwebsitesofalltypes,evengossipwebsites,fashionwebsites,humorwebsites,forumandQ&A
pages,etc.Infact,sometypesofinformationarefoundalmostexclusivelyonforumsanddiscussions,wherea
communityofexpertscanprovidevaluableperspectivesonspecifictopics.

Thinkaboutthetopicofthepage.Whatkindofexpertiseisrequiredforthepagetoachieveitspurposewell?The
standardforexpertisedependsonthetopicofthepage.Forexample,highqualitynewsarticlesandinformationpages
onscientifictopicsshouldrepresentestablishedscientificconsensuswheresuchconsensusexists.

4.6 ExamplesofHighQualityPages

Webpage/TypeofContent HighQualityCharacteristics PQRatingandExplanation

High:News1

AsatisfyingamountofhighqualityMC
Homepageofanewspaper
Positivereputation(website)
(YMYL)
ThisnewspaperhaswonsevenPulitzerPrize

awards.

High:News2
AsatisfyingamountofhighqualityMC

Positivereputation(website) Thisisanarticleonanewspaperwebsitethat
Articleonanewspaperwebsite
HighEATofthepublisherand/orauthor haswontenPulitzerPrizeawards.Thereisa
(YMYL)
satisfyingamountofhighqualityMC.While
thereareAdsonthepage,theMCiseasyto
findandtheAdsareclearlylabeledasAds.

Copyright2017 20

 Webpage/TypeofContent
High:News3
Opinionarticleonanewspaper
website
High:Governmentagency
USNavalObservatoryMaster
Clockpage
High:Humor
Articleonahumorwebsite
High:Smallbusiness1
Localfish&chipsrestaurant
High:Smallbusiness2
Localpreservationcenter
High:Blogpost
Parentingarticleaboutstrollers
HighQualityCharacteristics
AsatisfyingamountofhighqualityMC
Positivereputation(website)
HighEATofthepublisherand/orauthor stateofMinnesota.Thepageisclearlylabelled
HighEATforthepurposeofthepage
HighqualityhumorousMC
Positivereputation(website)
Expertiseasafarcicalhumorwebsite Thiswebsiteiswellknownforitshumorous,
HighEATforthepurposeofthepage
HighEATforthepurposeofthepage
AsatisfyingamountofhighqualityMC
AsatisfyingamountofhighqualityMC
Verypositivereputation(website)
Specifically,highEATandpositive
reputationforthisspecificblogandauthor authorofthisblogposthasbecomeknownas
Copyright2017
PQRatingandExplanation
ThisisanopinionpiecewrittenbytheEditorial
BoardofthethelargestnewspaperintheU.S.
asanopinionpiece,welcominganewfootball
coachtotheUniversityofMinnesota.
Thepurposeofthispageistodisplaythe
officialUSNavalObservatoryMasterClock
timein7differenttimezones.Thepage
displaystheclockinformationinaclear,
easytoreadformat.TheNavalObservatoryis
highlytrustworthyandauthoritativeforthistype
ofinformation.
satiricalarticles.Thisisacuteexampleofa
satisfyingandfunnyarticle.
Thisisanaboutuspageonarestaurant
website.Thispageprovidesinformationon
whentherestaurantopenedandwhatvisitors
canexpect.Otherpagesonthewebsite
provideinformationabouttherestaurant
includingtheaddress,menu,othercontact
information,etc.Thiswebsiteishighly
authoritativebecauseitisaboutitself.
ThisistheNewsandUpdatessectionofa
localpreservationcentersellingpoultry,
vegetables,andmore.
Note:Thisexamplewasaddedin2014sothe
NewsandUpdatesweretimely.
Thisisablogpostonanewspaperthathas
wonover100PulitzerPrizeawards.The
anexpertonparentingissues.Sheisaregular
contributortothisandothermediawebsites.
21

 Webpage/TypeofContent HighQualityCharacteristics PQRatingandExplanation

High:Shopping1
Backpackshoppingpageona
popularstorewebsite(YMYL)
AsatisfyingamountofhighqualityMC
Positivereputation(website)
Thepurposeofthispageistoallowusersto
buyaschoolbackpack.Thepageprovidesa
lotofdifferentbackpackoptions,andsomeof
themhaveuserreviews.
Thisisawellknown,reputablemerchant,with
detailedCustomerServiceinformationonthe
site.

High:Shopping2
HighEATforthepurposeofthepage Thiscompanysellsitsownlineofhighend,
Bathroomdcorpageonastore Positivereputation(website) fashionablebabyandchildrensfurnitureand
website(YMYL) accessories.Ithasapositivereputationaswell
asexpertiseinthesespecifictypesofgoods.
Manyproductssoldonthesiteareuniqueto
thiscompany.

High:Shopping3 Asatisfyingorcomprehensiveamountof

veryhighqualityMC
ThereisaverylargequantityofMConthis
TomTomGPSpageonan HighEATforthepurposeofthepage
page.Notethatthetabsonthepageleadto
electronicswebsite(YMYL) Positivereputation(website)
evenmoreinformation,includingmany
customerreviews.Thetabsshouldbe
consideredpartoftheMC.

High:Video1
Asatisfyingorcomprehensiveamountof

veryhighqualityMC
SaturdayNightLivevideoona
HighEATforthepurposeofthepage TheMCofthisvideopageisanepisodeof
videowebsite
SaturdayNightLive,averypopulartelevision
show.

Thisisahumorous,highquality,wellproduced
High:Video2 AsatisfyingamountofhighqualityMC
videowithmorethan6.5millionviews(and
HighEAT(everydayexpertise)onthe
counting),illustratingthepropercareand
AnEngineersGuidetoCats topicofcatownership
practicalbenefitsofcats.Thetwoengineersin
video
thevideohaveeverydayexpertiseoncat
ownership.Forahumorousvideolikethisone,
expertisedoesnothavetobeintheformofa
trainedveterinarian.

High:Game Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Onlinegame Positivereputation(website)asan Highlyengaginggamewithmultiplelevelsthat
educationaltoolforkids couldentertainachildforhours.Thiswebsite
hasapositivereputationforeducatingchildren
aboutanimals.

Copyright2017 22

 Webpage/TypeofContent HighQualityCharacteristics PQRatingandExplanation

High:Q&A Thequestiononthepageaskshowlong
AsatisfyingamountofhighqualityMCin
peoplelivewithcancer.Therearemany
theformofpersonalnarratives
Howlongdocancerpatientslive responsesdescribinghowlongalovedone
livedafterdiagnosis.Thereisverylittle
medicaladviceandthefocusofthepageis
sharingpersonalexperience.Manyresponses
areheartfeltandwellwritten.

ThisisadetailedarticleabouttheAmerican
High:Encyclopedia Asatisfyingorcomprehensiveamountof
CivilWar.ThecitationssupporttheEATof
highqualityMC
thisarticle.
Encyclopediaarticleaboutthe Positivereputation(website)

AmericanCivilWar HighEATforthearticle
Note:Althoughmuchofthecontentisvisibleon
themobilepage,weconsiderthecontentunder
theheadings(whichyouneedtoexpand)tobe
partoftheMC.(Toseethescreenshot,youwill
needtozoomintotheimage.)

Thisforumiswellknownfordiscussionson
luxurydesignerpurses.Onthisparticular
High:Forum1 forumpage,membersareconsultingforum
HighEATforthepurposeofthepage expertswhohaveexpertiseauthenticatingbags
Authenticatingaluxurydesigner AsatisfyingamountofhighqualityMC fromthisbrand.Theseexpertscantellifa
purse particularbagisauthenticorfake.Whilethere
isanadatthetopandafewadswithinthe
forummessage,itdoesnotdistractfromthe
MC,whichiseasytofind.

(Toseethescreenshot,youwillneedtozoom
intotheimage.)

Thisdiscussionfocusesonthelandscapingfor
High:Forum2
HighEATforthepurposeofthepage aparticularpaludarium(anaquariumwith

AsatisfyingamountofhighqualityMC terrestrialandaquaticelements).Thereisa
Landscapinganaquarium
lotofdiscussionandinteractionbetweenforum
membersaboutthetypesofmaterialsand
speciesusedintheaquarium.Thepostsshow
expertiseinanichetopicaquarium
landscaping.

Copyright2017 23

5.0 HighestQualityPages

Highestpagesareverysatisfyingpagesthatachievetheirpurposeverywell.ThedistinctionbetweenH ighandH
ighest
isbasedonthequalityofMCaswellasthelevelofEATandreputationofthewebsite.

WhatmakesapageH ighestquality?AH ighestqualitypagemayhavethefollowingcharacteristics:

VeryhighlevelofExpertise,highlyAuthoritative,andhighlyTrustworthyforthepurposeofthepage(EAT),
includingtheEATofthepublisherand/orindividualauthorfornewsarticlesandinformationpagesonYMYL
topics.
AsatisfyingamountofhighqualityMC.
Highlysatisfyingwebsiteinformationand/orinformationaboutwhoisresponsibleforthewebsiteorforstoresand
pagesinvolvingfinancialtransactions,highlysatisfyingcustomerservicereputationisveryimportant.
VerypositivewebsitereputationforawebsitethatisresponsiblefortheMConthepage.

5.1 VeryHighQualityMC

WewillconsidertheMCofthepagetobeveryhighorhighestqualitywhenitiscreatedwithahighdegreeoftimeand
effort,andinparticular,expertise,talent,andskillthismayprovideevidencefortheEATofthepage.Veryhighquality
MCmaybecreatedbyexperts,hobbyists,orevenpeoplewitheverydayexpertise.Ourstandardsdependonthe
purposeofthepageandthetypeofcontent.However,fornewsarticlesandinformationpagesonYMYLtopics,thereisa
highstandardforaccuracyandwellestablishedmedical/scientific/historicalconsensuswheresuchconsensusexists.
TheH
ighestratingmaybejustifiedforpageswithasatisfyingorcomprehensiveamountofveryhighqualityMC.

5.2 VeryPositiveReputation

ReputationresearchisimportantwhengivingH ighestratings,andisevidenceoftheEATofthepage.Verypositive
reputationisoftenbasedonprestigiousawardsorrecommendationsfromknownexpertsorprofessionalsocietiesonthe
topicofthepage.Wikipediaandotherinformationalsourcescanbeagoodstartingpointforreputationresearch.

Forsometopics,suchashumororrecipes,lessformalexpertiseisOK.Forthesetopics,popularity,userengagement,
anduserreviewscanbeconsideredevidenceofreputation.Fortopicsthatneedlessformalexpertise,websitescanbe
consideredtohaveapositivereputationiftheyarehighlypopularandwelllovedfortheirtopicorcontenttype,andare
focusedonhelpingusers.

5.3 VeryHighLevelofEAT

Highestqualitypagesandwebsiteshaveaveryhighlevelofexpertiseorarehighlyauthoritativeorhighlytrustworthy.

Formalexpertiseisimportantfortopicssuchasmedical,financial,orlegaladvice.Expertisemaybelessformalfortopics
suchasrecipesorhumor.Anexpertpageoncookingmaybeapageonaprofessionalchefswebsite,oritmaybe
someonewhopostspopularcookingvideosonYouTube.Pleasevaluelifeexperienceandeverydayexpertise.For
sometopics,themostexpertsourcesofinformationareordinarypeoplesharingtheirlifeexperiencesonpersonalblogs,
forums,reviews,discussions,etc.

Thinkaboutwhatexpertise,authoritativeness,andtrustworthinessmeanforthetopicofthepage.Whoaretheexperts?
Whatmakesasourcetrustworthyforthetopic?Whatmakesawebsitehighlyauthoritativeforthetopic?

Copyright2017 24

5.4 ExamplesofHighestQualityPages
Webpage/TypeofContent
Highest:News
Articleonanewspaperwebsite
Highest:Informational1
Factcheckingpageonan
Internetrumordebunkingwebsite
Highest:Informational2
Ballgownweddingdresspage
Highest:Governmentagency
YosemiteNationalPark
information
HighestQualityCharacteristics
VeryhighlevelofEATforthepurpose
ofthepage,includingofthepublisher
and/orauthorsforanewsarticle
Asatisfyingorcomprehensiveamountof
veryhighqualityMCforthepurposeof thetimethisexamplewaswritten.
thepage
Verypositivereputation(website)
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage
Positivereputation(website)
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage
Positivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMCforthepurposeof
thepage
Copyright2017
PQRatingandExplanation
Thisisafeaturearticlefromanewspaperthat
haswon40PulitzerPrizeawardsandisthe
largestnewspaperintheU.S.bycirculationat
Thepagehasacomprehensiveamountofvery
highqualityMC,includingindepthreportingby
twoauthorswithextensiveknowledgeand
experienceininvestigativejournalism.
Thispageisonawellknownfactcheckingand
debunkingwebsitethatcoversurbanlegends,
Internetrumors,andotherstoriesofunknown
orquestionableorigin.
ThepagehasaverysatisfyingamountofMC
forusersseekingtovalidateaclaimabouta
documentaryfilmaboutmermaids.Userscan
trusttheinformationonthispageduetothe
website'spositivereputationandhighlevelof
expertiseindebunkingnonYMYLstoriesof
thistype.
ThispagehasaverysatisfyingamountofMC
forusersinterestedinballgownwedding
dresses.Anabundanceofpictures,plus
optionstoviewbypricerange,style,etc.,are
partofwhatmakesthispagesosatisfying.
Thispageisonapopularweddingplanning
website.
Thispagehasahighlysatisfyingamountof
helpfulinformationaboutYosemiteNational
Park,includingtrafficalertsandlinkstoother
partsofthewebsitewithadditionalinformation.
Sincethepageisontheofficialnationalpark
website,itisuniquelyauthoritative.
25

 Webpage/TypeofContent HighestQualityCharacteristics PQRatingandExplanation

VeryhighlevelofEATforthepurpose
Highest:Technical1
ofthepage
Thispageoffersasatisfyingamountofhelpful
Asatisfyingorcomprehensiveamountof
Softwaretips andveryhighqualityMCforthepurposeofthe
highqualityMC
page.Becausethepageisontheofficial
websiteofthecompanythatproducesthe
software,itishighlyauthoritative.

FromthisW ikipediaarticle,welearnthat
Kernel.orgisamainrepositoryofsourcecode
VeryhighlevelofEATforthepurpose
Highest:Technical2 fortheLinuxkernel,thebaseofthepopular
ofthepage
Linuxoperatingsystem.Itmakesallversions
Asatisfyingorcomprehensiveamountof
LinuxKernelarchives ofthesourcecodeavailabletoallusers...The
highqualityMC
mainpurposeofthesiteistohostarepository
forLinuxkerneldevelopersandmaintainersof
Linuxdistributions.

Thiswebsiteisthemostauthoritativesourcefor
informationaboutLinux.

Highest:Financial1

VeryhighlevelofEATforthepurpose
UsersintheU.S.canobtainfreecreditreports
Creditreportinformationwebsite ofthepage
onthiswebsitebyprovidingtheirSocial
(YMYL) Verypositivereputation(website)
SecurityNumber.ThisW ikipediaarticletellsus

thatthiswebsiteistheonlyfederallymandated
andauthorizedsourceforobtainingafree
creditreport.

VeryhighlevelofEATforthepurpose

Highest:Financial2 ofthepage
Thepurposeofthepageistoprovideincome
Asatisfyingorcomprehensiveamountof
taxformsandpublications.Thewebsite
Taxformspage(YMYL) veryhighqualityMCforthepurposeof
representsanagencyoftheU.S.federal
thepage
governmentthathandlestaxes,sothepage
andformsareuniquelyauthoritativeand
trustworthy.

VeryhighlevelofEATforthepurpose
Highest:MagazineArticle1
ofthepage

Asatisfyingorcomprehensiveamountof
ArticletitledSecretFearsofthe
veryhighqualityMC
SuperRich Thisisaveryhighqualityandindeptharticle
Verypositivereputation(website)
onanawardwinningmagazinewebsite.

Highest:MagazineArticle2
Interviewwithmusicalartist
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Verypositivereputation(website)
Thismagazineisverywellknownandwell
regardedforcontentaboutartistsandbands,
andspecificallyhasapositivereputationfor
interviewswithmusicians.Thereisalarge
quantityofhighqualityMC.

Copyright2017 26


Webpage/TypeofContent
Highest:Medical1
BMIcalculator(YMYL)
Highest:Medical2
Pageaboutmeningitis(YMYL)
Highest:Medical3
Pageaboutseasonalflu(YMYL)
Highest:Medical4
Healthinformationonahospital
page(YMYL)
Highest:Entertainment
Humorwebsite
HighestQualityCharacteristics
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Verypositivereputation(website)
Copyright2017
PQRatingandExplanation
Thepurposeofthispageistoprovideanonline
BMI(BodyMassIndex)calculator.The
calculatorisfunctionalandeasytouse.
Thewebsiterepresentsaninstitutethatispart
oftheNationalInstitutesofHealth.Ithasan
extremelygoodreputationandisanexpertin
medicaltopics.
Thisisameningitisreferencepageona
trustworthyandauthoritativewebsitefora
nonprofitmedicalresearchgroup.Thiswebsite
hasareputationofbeingoneofthebestweb
resourcesformedicalinformation.
Thisisaninfluenzareferencepageona
trustworthyandauthoritativemedicalwebsite.
Thiswebsitehasareputationofbeingoneof
thebestwebresourcesformedicalinformation
ofthistype.
AccordingtothisW ikipediaarticle,thishospital
iscurrentlyregardedasoneofthetop4
hospitalsintheUnitedStatesasratedbyU .S.
News&WorldReport.Userscantrust
medicalinformationonthiswebsite.
Thiscomedianhaswonmultipleprestigious
awardsforhisTVshow(ontheairwhenthe
examplewaswritten),andthisisthehomepage
ofhisofficialwebsite.
Keepinmindthatforanytypeofpage,
includinghumorwebsites,theremaybea
rangeofhighestqualitytolowestqualitypages.
Therefore,itsimportanttoevaluatethepage
usingthesamecriteriaasallotherpages,
regardlessofwhattypeofpageitis.
27

 Webpage/TypeofContent HighestQualityCharacteristics
VeryhighlevelofEATforthepurpose specifictypeofschoolbackpack.Thepage
Highest:Shopping
ofthepage
Verypositivereputation(website)
Backpackshoppingpage
Asatisfyingorcomprehensiveamountof
(YMYL)
highqualityMC
AsatisfyingamountofhighqualityMC
Highest:Login
foritspurpose(loginpage)
Positivereputation(website)
Onlinebankingloginpage
VeryhighlevelofEATforthepurpose clearinformationaboutwhattheuserislogging
(YMYL)
ofthepage
Highest:Charity VeryhighlevelofEATforthepurpose
ofthepage
Homepageofacharity(YMYL) Verypositivereputation(website)
Highest:PagewithError AsatisfyingamountofhighqualityMC andthesearchfunctionality,whichisspecificto
Message foritspurpose(errorpage)
Verypositivereputation(website)
Custom404page VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
Highest:PDFFile
veryhighqualityMC
VeryhighlevelofEATforthepurpose
Campusmap
ofthepage
Copyright2017
PQRatingandExplanation
Thepurposeofthispageistoprovide
informationabout,andallowuserstobuy,a
providesalotofhelpfulproductinformation,as
wellas600userreviews.
Sincethestoreproducesthisbackpack,they
areexpertsontheproduct,makingthepageon
theirownwebsiteauthoritative.Inaddition,this
storehasareputationforproducingoneofthe
highestqualityandmostpopularschool
backpacksonthemarket.
Thispagehasloginfunctionality,aswellas
into.Thisisalarge,popularbankwithagood
reputation.
Thisisahighlyreputablecharityaccordingto
multiplecharityratingorganizations.
Thisisanexampleofacustom404page.
Thesepagesaredesignedtoalertusersthat
theURLtheyaretryingtovisitnolongerexists.
TheMCofthispageisthecartoon,thecaption,
thecontentofthewebsite.Itisclearthattime,
effort,andtalentwereinvolvedinitscreation.
Thispublicationhasaverypositivereputation
andisspecificallyknownforitscartoons.
Keepinmindthatforanytypeofpage,
includingpageswitherrormessages,there
maybearangeofhighestqualitytolowest
quality.Therefore,itsimportanttoevaluatethe
pageusingthesamecriteriaasallotherpages,
regardlessofwhattypeofpageitis.
ThisPDFfileisadetailedcampusmapofa
majoruniversity,whichishostedontheofficial
universitywebsite.Thisisahighlyauthoritative
sourceforthisinformation.Themapincludesa
listingoftheallthebuildings,parking
structures,parkinglots,constructionareas,etc.
28


Webpage/TypeofContent HighestQualityCharacteristics PQRatingandExplanation

VeryhighlevelofEATforthepurpose Thewebsiteisoneofthemostpopularrecipe
Highest:Recipes1
ofthepage websitesandtheauthoroftherecipeisa

AsatisfyingamountofhighqualityMC wellknowncelebritychefwhospecializesin
Pumpkinpierecipe
andfeatures southerncooking.

Thispagehasalargenumberofuserreviews
oftherecipe,detailedpreparationtime
information,arecipeboxfeature,etc.

Highest:Recipes2 VeryhighlevelofEATforthepurpose
Eventhoughthisuserdoesnotseemtobea
ofthepage
wellknownprofessionalchef,recipesarean
Chocolatechipcookierecipeona AsatisfyingamountofhighqualityMC
exampleofeverydayexpertise.Theauthorof
recipeblog andfeatures
thisbloghasdocumentedherextensive
experimentationwithachocolatechipcookie
recipe,andherexpertiseisdemonstratedinthe
largequantityofhighorhighestqualityMC.

Highest:Video1
ThebandOKGosmusicvideo
forthesongThisTooShallPass
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage Thisisahighquality,professionallyproduced
videoonthebandsofficialchannel.

Highest:Video2 Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Henri2,PawdeDeuxvideo Verypositivereputationforthecontentof Thisisahighquality,popularvideo.Itwonthe
thisparticularvideo GoldenKittyAwardforBestCatVideoOn
TheInternetattheWalkerArtCenter'sInternet
CatVideoFilmFestival.

Highest:Video3 Asatisfyingorcomprehensiveamountof
veryhighqualityMC TheMCofthisvideopageisanepisodeof
SaturdayNightLivevideoonthe VeryhighlevelofEATforthepurpose SaturdayNightLiveontheTVnetworksofficial
TVnetworkswebsite ofthepage website,makingithighlyauthoritativeand
trustworthy.Belowthemainvideo,thereare
manyothervideosthatusersmaybeinterested
in.

Highest:Q&A VeryhighlevelofEATforthepurpose
Thepurposeofthepageistoanswerquestions
ofthepage
abouttheusageofabbreviations.Thiswebsite
Q&Apageonabbreviations Verypositivereputation(website)
hasaverygoodreputationasareferencefor
informationonwriting,publishing,etc.Itis
consideredhighlyauthoritativeandtrustworthy
forthetopicofthepage.

Copyright2017 29

6.0 LowQualityPages

Lowqualitypagesareunsatisfyingorlackinginsomeelementthatpreventsthemfromachievingtheirpurposewell.
Thesepageslackexpertiseorarenotverytrustworthy/authoritativeforthepurposeofthepage.

Ifapagehasoneofthefollowingcharacteristics,theL owratingisusuallyappropriate:

Theauthorofthepageorwebsitedoesnothaveenoughexpertiseforthetopicofthepageand/orthewebsiteis
nottrustworthyorauthoritativeforthetopic.Inotherwords,thepage/websiteislackingEAT.
ThequalityoftheMCislow.
ThereisanunsatisfyingamountofMCforthepurposeofthepage.
MCispresent,butdifficulttouseduetodistracting/disruptive/misleadingAds,othercontent/features,etc.
Thereisanunsatisfyingamountofwebsiteinformationforthepurposeofthewebsite(nogoodreasonfor
anonymity).
Thewebsitehasanegativereputation.

6.1 LowQualityMainContent

OneofthemostimportantcriteriainPQratingisthequalityoftheMC,whichisdeterminedbyhowmuchtime,effort,
expertise,andtalent/skillhavegoneintothecreationofthepage,andalsoinformstheEATofthepage.

Considerthisexample:Moststudentshavetowritepapersforhighschoolorcollege.Manystudentstakeshortcutsto
savetimeandeffortbydoingoneormoreofthefollowing:

Buyingpapersonlineorgettingsomeoneelsetowriteforthem.
Includinginaccurateinformation,suchasmakingthingsup,stretchingthetruth,orcreatingafalsesenseofdoubt
aboutwellestablishedfacts.
Writingquicklywithnodraftsorediting.
Failingtocitesources,ormakingupsourceswherenoneexist.
Fillingthereportwithlargepicturesorotherdistractingcontent.
Copyingtheentirereportfromanencyclopedia,orparaphrasingcontentbychangingwordsorsentencestructure
hereandthere.
Usingcommonlyknownfacts,forexample,Argentinaisacountry.Peoplelivethere.Argentinahasborders.
Usingalotofwordstocommunicateonlybasicideasorfacts,forexample,Pandaseatbamboo.Pandaseata
lotofbamboo.BambooisthebestfoodforaPandabear.

Unfortunately,thecontentofsomewebpagesissimilarlycreated.WewillconsidercontenttobeL owqualityifitis
createdwithoutadequatetime,effort,expertise,ortalent/skill.Inaccurateormisleadinginformationpresentedasfactis
alsoareasonforL oworevenL
owestqualityratings.PageswithlowqualityMCdonotachievetheirpurposewell.

Keepinmindthatwehaveverydifferentstandardsforpagesonlarge,professionallyproducedbusinesswebsitesthan
wehaveforsmallamateur,hobbyist,orpersonalwebsites.ThequalityofMCweexpectforalargeonlinestoreisvery
differentthanwhatwemightexpectforasmalllocalbusinesswebsite.

AllPQratingshouldbedoneinthecontextofthepurposeofthepageandthetypeofwebsite.

Important:LowqualityMCisasufficientreasontogiveapageaL owqualityrating.

6.2 UnsatisfyingAmountofMainContent

SomeLowqualitypagesareunsatisfyingbecausetheyhaveasmallamountofMCforthepurposeofthepage.For
example,imagineanencyclopediaarticleonaverybroadtopicsuchasWorldWarIIthathasjustafewparagraphs.

Important:AnunsatisfyingamountofMCisasufficientreasontogiveapageaLowqualityrating.

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6.3 Distracting/Disruptive/MisleadingTitles,Ads,andSupplementaryContent

SomeL owqualitypageshaveadequateMCpresent,butitisdifficulttousetheMCduetodisruptive,highlydistracting,
ormisleadingAds/SC.Misleadingtitlescanresultinaverypooruserexperiencewhenusersclickalinkonlytofindthat
thepagedoesnotmatchtheirexpectations.

6.3.1AdsorSCthatdisrupttheusageofMC

WhileweexpectAdsandSCtobevisible,someAds,SCorinterstitialpages(i.e.,pagesdisplayedbeforeorafterthe
contentyouareexpecting)makeitextremelydifficulttousetheMC.PagesthatdisrupttheuseoftheMCshouldbe
givenaLowrating.AsinglepopoverAdwithaclearclosebuttonisnotterriblydisruptive,thoughmaynotbeagreat
userexperience.Herearetwoexamplesofsituationsweconsidertobedisruptive:

AdsthatactivelyfloatovertheMCasyouscrolldownthepageandaredifficulttoclose.Itcanbeveryhardto
useMCwhenitisactivelycoveredbymoving,difficulttocloseAds.
AninterstitialpagethatredirectstheuserawayfromtheMCwithoutofferingapathbacktotheMC.

6.3.2ProminentpresenceofdistractingSCorAds

UserscometowebpagestousetheMC.HelpfulSCandAdscanbepartofapositiveuserexperience,butdistracting
SCandAdsmakeitdifficultforuserstofocusonandusetheMC.Herearesomeexamplesofprominentanddistracting
SCorAds:

SomewebpagesaredesignedtoencourageuserstoclickonSCthatisnothelpfulforthepurposeofthepage.
ThistypeofSCisoftendistractingorprominentlyplacedinordertolureuserstohighlymonetizedpages.H ereis
anexampleofapagewithhighlydistractingSCintherighthandcolumnunderthelabelTopPosts&Pages."
Hereandh erearemoreexamplesofpageswithsomeveryprominentanddistractingSCimagesand/orAds.
EitherpornSCorAdscontainingpornonnonPornpagescanbeverydistractingorevenupsettingtousers.
PleaserefreshthepageafewtimestoseetherangeofAdsthatappear,anduseyourknowledgeofthelocale
andculturalsensitivitiestomakeyourrating.Forexample,anadforamodelinarevealingbikiniisprobably
acceptableonasitethatsellsbathingsuits.However,anextremelygraphicpornadmaywarrantaL ow(oreven
Lowest)rating.

6.3.3MisleadingTitles,Ads,orSC

ItshouldbeclearwhatpartsofthepageareMC,SC,andAds.Itshouldalsobeclearwhatwillhappenwhenusers
interactwithcontentandlinksonthewebpage.IfusersaremisledintoclickingonAdsorSC,orifclicksonAdsorSC
leaveusersfeelingsurprised,trickedorconfused,aL owratingisjustified.

HerearesomeexamplesofmisleadingTitles,AdsorSC:

Atfirstglance,theAdsorSCappeartobeMC.SomeusersmayinteractwithAdsorSC,believingthattheAds
orSCistheMC.H
ereisanexample.
AdsappeartobeSC(links)wheretheuserwouldexpectthatclickingthelinkwilltakethemtoanotherpage
withinthesamewebsite,butactuallytakethemtoadifferentwebsite.Someusersmayfeelsurprisedor
confusedwhenclickingSCorlinksthatgotoapageonacompletelydifferentwebsite.
AdsorSCthatenticeuserstoclickwithshockingorexaggeratedtitles,images,and/ortext.Thesecanleave
usersfeelingdisappointedorannoyedwhentheyclickandseetheactualandfarlessinterestingcontent.H ereis
anexampleofapagewithshocking/exaggeratedtitles,images,andtextintheAdsandSC.
Titlesofpagesorlinks/textintheSCthataremisleadingorexaggeratedcomparedtotheactualcontentofthe
page.Thiscanresultinaverypooruserexperiencewhenusersreadthetitleorclickalinkonlytofindthatthe
pagedoesnotmatchtheirexpectations.H ereisanexampleofapagewithamisleading/exaggeratedtitle.

Summary:TheL owratingshouldbeusedfordisruptiveorhighlydistractingAdsandSC.MisleadingTitles,Ads,orSC
mayalsojustifyaL
owrating.Useyourjudgmentwhenevaluatingpages.Userexpectationswilldifferbasedonthe
purposeofthepageandculturalnorms.

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6.4 NegativeReputation

ReputationresearchisrequiredforallPQratingtasksunlessyouhavepreviouslyresearchedthereputationofthe
website.Extremelynegative,malicious,orfinanciallyfraudulentreputationinformationshouldresultinaL owestrating.
Crediblenegative(thoughnotmaliciousorfinanciallyfraudulent)reputationisareasonforaL owrating,especiallyfora
YMYLpage.

Pleaseexercisecarewhenresearchingthereputationofbusinesses.Mostbusinesseshavesomenegativereviews,
especiallyforcustomerservice.Trytofindasmanyreviewsandratingsaspossibleandreadthedetailsofnegative
reviewsandlowratingsbeforeinferringthatthebusinesshasanegativereputation.

Reputationresearchisalsocriticalforinformationpagesandnewswebsites,particularlythoseonYMYLtopics.Thelack
ofanyreputationinformationatallforaYMYLwebsitemaybeareasonforaL
owrating.

Important:NegativereputationissufficientreasontogiveapageaL owqualityrating.Evidenceoftrulymaliciousor
fraudulentbehaviorwarrantstheL owestrating.

6.5 LackingExpertise,Authoritativeness,orTrustworthiness(EAT)

Sometopicsdemandexpertiseforthecontenttobeconsideredtrustworthy.YMYLtopicssuchasmedicaladvice,legal
advice,financialadvice,etc.shouldcomefromauthoritativesourcesinthosefields,mustbefactuallyaccurate,andmust
representscientific/medicalconsensuswithinthosefieldswheresuchconsensusexists.Eveneverydaytopics,suchas
recipesandhousecleaning,shouldcomefromthosewithexperienceandeverydayexpertiseinorderforthepagetobe
trustworthy.

Youshouldconsiderwhoisresponsibleforthecontentofthewebsiteorcontentofthepageyouareevaluating.Doesthe
personororganizationhavesufficientexpertiseforthetopic?Ifexpertise,authoritativeness,ortrustworthinessislacking,
usetheL
owrating.

UsergeneratedwebsitesspanthePageQualityratingspectrum.Notethatinsomecases,contributorschoosetheirown
topicswithnooversightandmayhaveverypoorwritingskillsornoexpertiseinthetopicofthepage.Contributorsmay
bepaidperarticleorword,andmayevenbeeligibleforbonusesbasedonthetraffictotheirpages.Dependingonthe
topic,pagesonthesewebsitesmaynotbetrustworthy.

Important:LackingappropriateEATissufficientreasontogiveapageaL owqualityrating.

6.5.1UnsatisfyingAmountofInformationabouttheWebsite

Weexpectsomeformofwebsiteinformationformanyormostwebsites.However,theamountofwebsiteinformation
neededdependsonthepurposeofthewebsite.Forpersonalwebsites,anemailaddressalonemaybesufficient.

Storesandwebsitesthatprocessfinancialtransactionsrequireahighlevelofusertrust.Ifastoreorfinancialtransaction
websitehasjustanemailaddressandphysicaladdress,itmaybedifficulttogethelpifthereareissueswiththe
transaction.Likewise,manyothertypesofYMYLwebsitesalsorequireahighdegreeofusertrust.

Important:ForYMYLpagesandotherpagesthatrequireahighlevelofusertrust,anunsatisfyingamountofanyofthe
followingisareasontogiveapageaL owqualityrating:customerserviceinformation,contactinformation,orinformation
aboutwhoisresponsibleforthewebsite.Forothertypesofwebsites,useyourjudgment.

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6.6 ExamplesofLowQualityPages

TypeofWebpage/Content LowQualityCharacteristics PQRatingandExplanation

Low:News1 Thewritingofthisarticleisunprofessional,
LowqualityMC includingmanygrammarandpunctuation

LackingEAT errors.TheMCalsoappearstohavebeen
Articleaboutnuclearpower
paraphrasedfromas ciencearticlefoundona
differentsource,butwithfactualinaccuracies
introducedthroughout.Thecombinationoflow
qualityMCandlackofEATjustifythe
Lowest+toLowrating.

Thetitleofthearticleismisleadinganddoes
notreflecttheactualcontentofthepage.The
Low:News2 MCdoesnotexplainhowtogetridoftoxinsor
LowqualityMC
whattheword"toxins"intheheadlinerefersto.
Misleadingpagetitle
Articletitled"GettingRidOf
LackingEAT
ToxinsAfterTheHolidaySeason" Thecontentalsohasmanyproblems:the
writingqualityispoor,andthearticleincludes
meaninglessstatementssuchas"water
therapyisoneoftheeasiestwaysofbeauty
regimensinceitwillgiveenoughmoistureon
theskin".Thearticlefailstocitesources,and
thereisnoevidenceofEAT.

Low:Informational1
LowqualityMC Thispageandwebsitehavemanyof

DisruptiveAds characteristicsofLowqualitypages.Close
40thbirthdaypartyfoodideas
observationshowsMCthatcontainsmostly
commonlyknowninformationandpoorquality
writing.TheMCisbrokenupbylargeAdsthat
disrupttheuserexperience.

Low:Informational2
UnsatisfyingamountofMCforthe

purposeofthepage Somewebsitesrelyonuserstocreatevirtually
Q&Aunansweredquestion
alloftheirMC.Inthiscase,theMCisthe
usersquestion.Iftherearenoanswers,the
amountofMConthepageisunsatisfying.

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 TypeofWebpage/Content LowQualityCharacteristics PQRatingandExplanation

Low:Article1
LoworLowestqualityMC
Articlewithtipsfordressingfor LackingEAT Thiscontenthasmanyproblems:
theoffice inaccurate/meaninglessinformationand
completelackofeditingwithpoorspellingand
grammarbothofthesecharacteristicsin
combinationjustifytheLowest+toLowrating.

Low:Article2
LoworLowestqualityMC
Thiscontenthasmanyproblems:garbled
LackingEAT
Usinggingerforyourhealth informationandalackofediting.Bothofthese
characteristicsincombinationjustifythe
Lowest+toLowrating.Inaddition,lacking
EATonthistopicisconcerning.

ThisisaYMYLtopic.However,thestepslisted
herearemerelycommonlyknowninformation
thatwouldbeoflittlebenefittosomeone
interestedinadoptingachildfromIraq.
Low:Article3
LowqualityMC:commonlyknown
Forexample,step1saysChooseanadoption
informationonly
HowtoadoptchildrenfromIraq agencyandsuggestslookinginaphonebook.
LackingEATonaYMYLtopic
(YMYL) ThereisalmostnoinformationspecifictoIraq.
Thereisnoevidenceofexpertiseonadoption
fromthedescriptionabouttheauthor.

NotethatsomeAdshavethesameformatas
linkstootherarticlesonthiswebsite,potentially
makingitabitharderforuserstovisually
distinguishtheseAdsfromtheMCandSC.

Low:Financial

Pagewithadviceonpickinga LackingEATonaYMYLtopic Thereisnoevidencethattheauthorhas
qualitystockforinvestment financialexpertise.BecausethisisaYMYL
(YMYL) financialarticle,lackingexpertiseisareason
foraLowrating.

Low:Medical

LackingEATonaYMYLtopic
Pagewithinformationabouthow Thereisnoevidencethattheauthorhas
longtheflulasts(YMYL) medicalexpertise.BecausethisisaYMYL
medicalarticle,lackingexpertiseisareasonfor
aLowrating.

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 TypeofWebpage/Content LowQualityCharacteristics PQRatingandExplanation

Thispageandwebsitehavemanyof
characteristicsofLowqualitypages.TheMCis
lowqualityandlacksimportantinformation.
Low:Recipes1 Forexample,itgivesnoindicationofhowto
Lowqualityandunsatisfyingamountof makeacrustanddoesntlistpremadecrustas

MC aningredient.Itwouldbeverydifficultto
Applepierecipe
actuallymakeanapplepieusingthisrecipe.

Thispageislackingthekindofhelpfulcontent
weexpectinrecipepages,suchasuser
reviewsorcomments.Withoutsuch
information,itshardtotelliftherecipeisany
good.Thesmallpinktextatthetopisnot
helpfulforusers.

Low:Recipes2
VerydistractingSCorAds(notclear)in
Thisisanexampleofdistractinganddisruptive
therightcolumn
GlutenfreeNewYorkcheesecake Ads/SC:therearelargeAdsinthemaincolumn
DisruptiveAdsinthemiddlecolumn
recipe pushingdowntheMCaswellashighly
distractingcontentontherightthatarelabeled
TopPosts&Pages.Itisunclearwhether
theseareSCorAds.

Low:Q&A1
Thereare94answerstothisquestionwitha
LackingEAT
PageaboutNativeAmerican fewresultsthatseemhelpful.Manyofthe
customs postsappeartobedeliberatelyincorrector
misleading,includingthetopanswer,whichis
labeledthebestanswer.

Low:Q&A2
Pageabouta2002Volvopart
PleasereadtheMC(areaswithredboxes
aroundit),includingthecompletelyunhelpful
"answer."Thisanswerissounhelpful,wecan
MisleadingAds considerthisquestiontobeunanswered.This
UnsatisfyingamountofMCforthe pagehasanunsatisfyingamountofMC.
purposeofthepage
Inadditiontoaveryunhelpfulanswer,the
pagedesignmakesitdifficulttodistinguishthe
MCfromAds.Forexample,belowtheanswer,
weseea"sponsoredanswer,"whichhasthe
sameformatastherealanswer,butisactually
anAdandnotananswertothequestionthis
ismisleadingtousers.

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 TypeofWebpage/Content LowQualityCharacteristics PQRatingandExplanation

ThisisapagefromaQ&Asitewithan
unansweredquestion.Q&Apagesexistto
answeruserquestions.Pageswith
Low:Q&A3 MisleadingAds/SC unansweredquestionsshouldgenerallybe
UnsatisfyingamountofMCforthe ratedLowbecausetheyhavelittleMC(justa
Pageaboutwaterandsoil purposeofthepage questionandnoanswer)anddontachieve
theirpurposewell.

Inadditiontohavingnoanswer,thispagehas
Adsandlinkstootherquestions(misleadingly
labeledasRelevantanswers)displayed
prominently,whichusersmaymistakefor
answerstothequestion.Ittakesamomentto
noticethatthispageactuallyhasnoanswer.

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7.0 LowestQualityPages

ThissectiondescribesL owestqualitypages.TheexamplesattheendinS ection7.10arecriticalforunderstanding

theseconcepts,sopleasereviewthemcarefully.

Rememberthatwebsitesandpagesshouldbecreatedtobehelpfulforusers.

Important:Websitesandpagesthatarecreatedtoharmusers,misleadormisinformusers,oronlymakemoneywithno
attempttohelpusersshouldberatedL
owest.Webpagescreatedwiththesolepurposeofpromotinghateorviolence
againstagroupofpeoplebasedoncriteriaincluding(butnotlimitedto)raceorethnicity,religion,gender,nationalityor
citizenship,disability,age,sexualorientation,orveteranstatusshouldalsoberatedL owest.

Herearesometypesofpagesorwebsitesthatarehighlyuntrustworthy,unreliable,unauthoritative,inaccurateor
misleadingthesepagesshouldalwaysreceivetheL owestrating:

Harmfulormaliciouspagesorwebsites.
Truelackofpurposepagesorwebsites.
Deceptivepagesorwebsites,suchas:
o Pagesorwebsitesthatmisrepresentthewebsite'sownerorpurpose,suchasbyimpersonatinga
differentsite(e.g.,copiedlogoorbrandingofanunaffiliatedsite,URLthatmimicsanothersite'sname).
o Pagesorwebsitesthatappeartobedeliberateattemptstomisinformordeceiveusersbypresenting
factuallyinaccuratecontent(e.g.,fakeproductreviews,demonstrablyinaccuratenews,etc.).
Pagesorwebsitescreatedtomakemoneywithlittletonoattempttohelpusers.
PageswithextremelyloworlowestqualityMC.
PagesonYMYLwebsitesthataresolackinginwebsiteinformationthatitfeelsuntrustworthy.
Pagesorwebsitescreatedwithnoexpertiseorpagesthatarehighlyuntrustworthy,unreliable,unauthoritative,
inaccurate,ormisleading.
Pagesorwebsiteswithfactuallyinaccuratecontentthatcancauseharmtousers,regardlessoftheirpurposeor
intent(e.g.,inaccuratemedicalinformationinaccurateinformationabouthowtovote,obtainavisaorgreencard,
paygovernmenttaxes,etc.).
Hacked,defaced,orspammedpages.
Websitesthathaveextremelynegativeormaliciousreputations.
ViolationsoftheG
oogleWebmasterQualityGuidelines,suchaspagesonwebsiteswithlittleornooriginal
contentonthewebsiteasawhole.
Pagesorwebsitescreatedwiththesolepurposeofpromotinghateorviolenceagainstagroupofpeoplebased
oncriteriaincluding(butnotlimitedto)raceorethnicity,religion,gender,nationalityorcitizenship,disability,age,
sexualorientation,orveteranstatus.

Finally,L
owest+maybeusedbothforpageswithmany/alllowqualitycharacteristics.L
owest+m ayalsobeusedfor
pageswhoselackofasinglePageQualitycharacteristicmakesyouquestionthetruepurposeofthepage.

7.1 HarmfulorMaliciousPages

Somepagesareharmfulormalicious.Forexample,pagesdesignedto"phish"fortheusersgovernmentissued
identificationnumber(suchasaSocialSecurityNumberintheUnitedStateso therexampleshere),bankaccount
information,orcreditcardinformationareharmfulbecausethepurposeistostealprivateinformation.Malicious
downloadpagesareanothertypeofharmfulpage.

HarmfulormaliciouspagesshouldberatedL owest.

7.2 LackofPurposePages

Sometimesitisimpossibletofigureoutthepurposeofthepage.Suchpagesservenorealpurposeforusers.For
example,somepagesaredeliberatelycreatedwithgibberishormeaningless(nonsense)text.

Nomatterhowtheyarecreated,truelackofpurposepagesshouldberatedL
owestquality.

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7.3 DeceptivePages

Wewillconsiderapagetobedeceptiveifitisdesignedtodeceiveusersortricksearchengines,ratherthantohelp
users.Thefollowingsectionsin7.3describeseveraltypesofdeceptivepages.Notethatsomepagesmayuseavariety
ofthesetechniques.AlldeceptivepagesshouldberatedL owest.

Formoreinformationondeceptivepages,seetheG oogleWebmasterQualityGuidelines.

7.3.1DeceptivePagePurpose

Deceptivewebpagesappeartohaveahelpfulpurpose(thestatedpurpose),butareactuallycreatedforsomeother
reason.UsetheL owestratingifawebpagepageisdeliberatelycreatedtodeceiveandpotentiallyharmusersinorderto
benefitthewebsite.

HerearesomeexamplesofL owestwebsitesorwebpageswithdeceptivepagepurpose:

Awebsitepretendstobeormimicsthelookofawellknownstore,bank,onlineservice,orsocialnetwork,but
insteadexiststophishorstealpasswordsorpersonalinformation(forexample,governmentIDnumber,bank
accountinformation,personalmedicaldata,etc.).Wealsoconsiderthistypeofwebsitetohaveamalicious
purpose.
Awebpageclaimstobeasurvey,perhapsofferingmoneyoraprize,butinsteadexiststostealpasswordsor
personalinformation(forexample,governmentIDnumber,bankaccountinformation,personalmedicaldata,
etc.).Wealsoconsiderthistypeofwebsitetohaveamaliciouspurpose.
Awebpageorwebsitethatimpersonatesadifferentsite(e.g.,copiedlogoorbrandingofanunaffiliatedsite,URL
thatmimicsanothersite'sname,etc.).
Awebpageorwebsitelookslikeanewssourceorinformationpage,butinfacthasarticleswithfactually
inaccurateinformationtomanipulateusersinordertobenefitaperson,business,government,orother
organizationpolitically,monetarily,orotherwise.
Anonsatiricalwebpageorwebsitepresentsunsubstantiatedconspiracytheoriesorhoaxesasiftheinformation
werefactual.
Awebpageclaimstoofferanindependentrevieworshareotherinformationaboutaproduct,butisinfactcreated
tomakemoneyfortheownerofthewebsitewithoutattemptingtohelpusers.Forexample,theMCmaycontain
intentionallymisleadingorinaccurateinformationcreatedwiththesolepurposeofgettinguserstoclickon
monetizedlinksorbuytheproduct.
Awebsiteclaimstobethepersonalwebsiteofacelebrity,butthewebsiteisactuallycreatedtomakemoneyfor
theownerofthewebsitewithoutthepermissionofthecelebrity.Forexample,thepagemayhavefalse
testimonialsforaproductandiscreatedforthesolepurposeofgettinguserstoclickonmonetizedlinksorbuy
theproduct.

Sometimesitisdifficulttodeterminetherealpurposeofapage.Lookcarefullyanduseyourjudgment.Ifyoubelievethe
webpageorwebsitewascreateddeliberatelytodeceiveusersforthebenefitofthewebsite,andwiththepotentialto
causeharmtotheuser,usetheL owestrating.

7.3.2DeceptivePageDesign

Somepagesaredeliberatelydesignedtomanipulateuserstotakeanactionthatwillbenefittheownerofthewebsite
ratherthanhelptheuser.

Weconsiderthefollowingkindsofpagestobedeceptivewebpagesbecauseusersdidnotgetwhattheyexpected.Use
theL
owestratingifthepageisdeliberatelydesignedtomanipulateuserswithlittleornoefforttoprovidehelpfulMC.
Herearesomecommontypesofdeceptivepages:

PagesthatdisguiseAdsasMC.A ctualMCmaybeminimalorcreatedtoencourageuserstoclickontheAds.
Forexample,f akesearchpages( e xample)thathavealistoflinksthatlooklikeapageofsearchresults.Ifyou
clickonafewofthelinks,youwillseethatthepageisjustacollectionofAdsdisguisedassearchengineresults.
Asearchboxispresent,butsubmittinganewqueryjustgivesyouadifferentpageofAdsdisguisedassearch
results.
PagesthatdisguiseAdsa swebsitenavigationlinks.Forexample,f akedirectorypages(e xample)thatlook

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 likeapersonallycuratedsetofhelpfullinks,possiblywithuniquedescriptions.Inreality,thelinksareAdsorlinks
toothersimilarpagesonthesite.Sometimesthedescriptionsofthelinksareunrelatedtothepage.
PageswheretheMCisnotusableorvisible.Forexample,apagethathassuchalargeamountofAdsatthe
topofthepage(beforetheMC),sothatmostuserswillnotseetheMC,orapagewheretheMCisinvisibletext.

Takeagoodlookatthepageanduseyourjudgment.Ifyoubelievethepagewasdeliberatelycreatedtomanipulate
userstoclickonAds,monetizedlinks,questionabledownloadlinks,etc.,ratherthanhelpusers,thepageshouldberated
Lowest.

7.4 LowestQualityMainContent

Inthisguideline,welljudgethequalityoftheMCbythinkingabouthowmuchtime,effort,expertise,andtalent/skillwas
involvedincontentcreation.

Ifverylittleornotime,effort,expertise,ortalent/skillhasgoneintocreatingtheMC,usetheL
owestqualityrating.Ifthe
contentismisleadingorinaccurateinawaythatmayharmordeceiveusers,alsousetheL owestqualityrating.

AllofthefollowingshouldbeconsideredeitherlowestqualityMCornoMC:
NohelpfulMCatallorsolittleMCthatthepageeffectivelyhasnoMC.
MCthatconsistsalmostentirelyofkeywordstuffing.
GibberishormeaninglessMC.
"AutogeneratedMC,orMCthatwasotherwisecreatedwithlittletonotime,effort,expertise,manualcuration,or
addedvalueforusers.
MisleadingorinaccurateinformationalcontentaboutYMYLtopics.
Pagesorwebsitesthatappeartobedeliberateattemptstomisinformordeceiveusersbypresentingfactually
inaccuratecontent.
Pagesorwebsiteswithfactuallyinaccuratecontentthatmayharmordeceiveusers,regardlessoftheirpurpose
orintent.
MCthatconsistsalmostentirelyofcontentcopiedfromanothersourcewithlittletime,effort,expertise,manual
curation,oraddedvalueforusers.

PageswithlowestqualityMCshouldberatedL owest.

7.4.1NoMainContent

IfapageisdeliberatelycreatedwithnoMC,usetheL owestrating.WhywouldapageexistwithoutMC?Pageswithno
MCareusuallylackofpurposepagesordeceptivepages.

WebpagesthataredeliberatelycreatedwithabareminimumofMC,orwithMCthatiscompletelyunhelpfulforthe
purposeofthepage,shouldbeconsideredtohavenoMC.

PagesdeliberatelycreatedwithnoMCshouldberatedL owest.

7.4.2KeywordStuffedMainContent

Pagesmaybecreatedtoluresearchenginesandusersbyrepeatingkeywordsoverandoveragain,sometimesin
unnaturalandunhelpfulways.Suchpagesarecreatedusingwordslikelytobecontainedinqueriesissuedbyusers.
Keywordstuffingcanrangefrommildlyannoyingtousers,tocompletegibberish.

Pagescreatedwiththeintentofluringsearchenginesandusers,ratherthanprovidingmeaningfulMCtohelpusers,
shouldberatedL owest.

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7.4.3AutomaticallyGeneratedMainContent

Entirewebsitesmaybecreatedbydesigningabasictemplatefromwhichhundredsorthousandsofpagesarecreated,
sometimesusingcontentfromfreelyavailablesources(suchasanRSSfeedorAPI).Thesepagesarecreatedwithno
orverylittletime,effort,orexpertise,andalsohavenoeditingormanualcuration.

Pagesandwebsitesmadeupofautogeneratedcontentwithnoeditingormanualcuration,andnooriginalcontentor
valueaddedforusers,shouldberatedL owest.

7.4.4MisleadingorInaccurateYMYLInformationalMainContent

MisleadingorinaccurateMConaninformationalpageshouldcausetheoverallPQratingtobeL oworL owest.Ifthe

inaccurateinformationcouldpotentiallyharmusersinanyway(e.g.,inaccuratemedicalinformationinaccurate
informationabouthowtovote,obtainavisaorgreencard,paygovernmenttaxes,etc.),usetheL owestrating.Ifthe
inaccuracyappearstobedeliberateandintendedtomislead(e.g.,fakeproductreviews,demonstrablyinaccuratenews,
etc.),useL owest.Pleaseuseyourjudgment.

7.4.5CopiedMainContent

EverypageneedsMC.OnewaytocreateMCwithnotime,effort,orexpertiseistocopyitfromanothersource.

Important:Wedonotconsiderlegitimatelylicensedorsyndicatedcontenttobecopied(seeh ereformoreonweb
syndication).ExamplesofsyndicatedcontentintheU.S.includenewsarticlesbyAPorReuters.

Thewordcopiedreferstothepracticeofscrapingcontent,orcopyingcontentfromothernonaffiliatedwebsiteswithout
addinganyoriginalcontentorvaluetousers(seeh ereformoreinformationoncopiedorscrapedcontent).

Ifallormosto ftheMConthepageiscopied,thinkaboutthepurposeofthepage.Whydoesthepageexist?Whatvalue
doesthepagehaveforusers?Whyshoulduserslookatthepagewithcopiedcontentinsteadoftheoriginalsource?

Important:TheL owestratingisappropriateifalloralmostalloftheMConthepageiscopiedwithlittleornotime,effort,
expertise,manualcuration,oraddedvalueforusers.SuchpagesshouldberatedL owest,evenifthepageassigns
creditforthecontenttoanothersource.

7.4.6MoreAboutCopiedContent

Allofthefollowingareconsideredcopiedcontent:

Contentcopiedexactlyfromanidentifiablesource.Sometimesanentirepageiscopied,andsometimesjust
partsofthepagearecopied.Sometimesmultiplepagesarecopiedandthenpastedtogetherintoasinglepage.
Textthathasbeencopiedexactlyisusuallytheeasiesttypeofcopiedcontenttoidentify.

Contentthatiscopied,butchangedslightlyfromtheoriginal.Thistypeofcopyingmakesitdifficulttofind
theexactmatchingoriginalsource.Sometimesjustafewwordsarechanged,orwholesentencesarechanged,
orafindandreplacemodificationismade,whereonewordisreplacedwithanotherthroughoutthetext.These
typesofchangesaredeliberatelydonetomakeitdifficulttofindtheoriginalsourceofthecontent.Wecallthis
kindofcontentcopiedwithminimalalteration.

Contentcopiedfromachangingsource,suchasasearchresultspageornewsfeed.Youoftenwillnotbe
abletofindanexactmatchingoriginalsourceifitisacopyofdynamiccontent(contentthatchangesfrequently).
However,wewillstillconsiderthistobecopiedcontent.

Important:TheL owestratingisappropriateifalloralmostalloftheMConthepageiscopiedwithlittleornotime,effort,
expertise,manualcuration,oraddedvalueforusers.SuchpagesshouldberatedL owest,evenifthepageassigns
creditforthecontenttoanothersource.

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7.4.7HowtoDetermineifContentisCopied

HowdoyoudeterminewhetherallormostoftheMCiscopied?Howdoyouidentifytheoriginalsourceofthecontent?
Thesethingscanbedifficulttodetermine,butthefollowingstepsmayhelp.

1. Copyasentenceorphraseinthetext.Itmaybenecessarytotryafewsentencesorphrasesfromthepagejust
tobesure.Whendecidingwhatsentenceorphrasetocopy,trytofindasentenceorseriesofseveralwords
withoutpunctuation,unusualcharacters,orsuspiciouswordsthatmayhavereplacedtheoriginaltext.
2. SearchonGooglebypastingthesentenceorphrase(surroundedbyquotationmarks)insidetheGooglesearch
box.Tryafewsentencesfromthepage.

HerearesomesentencesandphrasesfromthispageaboutTheWizardofOzfilmandhowtosearchfor
them.

SentenceorPhraseFromaSentence QuerytoFindtheSentenceorPhrase

Trythequerybothwithandwithoutquotationmarksaround
Asentenceonthepage: thesentence:
[A
llareconvincedbyDorothythattheWizardcanhelp
AllareconvincedbyDorothythattheWizardcanhelpthem themtoo]
too [A
llareconvincedbyDorothythattheWizardcanhelp
themtoo]

Trythequerybothwithandwithoutquotationmarksaround
Aphraseonthepage: thesentence:
[D
orothyusestheGoldenCaptosummontheWinged
DorothyusestheGoldenCaptosummontheWinged Monkeys]
Monkeys [DorothyusestheGoldenCaptosummontheWinged
Monkeys]

Adifferentphraseonthepage:
revealinganoldmanwhohadjourneyedtoOzfromOmaha
longagoinahotairballoon
Trythequerybothwithandwithoutquotationmarksaround
thesentence:
[r evealinganoldmanwhohadjourneyedtoOzfrom
Omahalongagoinahotairballoon]
[r evealinganoldmanwhohadjourneyedtoOzfrom
Omahalongagoinahotairballoon]

3. Comparethepagesyoufindthatmatchthesentenceorphrase.IsmostoftheirMCthesame?Ifso,doesone
clearlycomefromahighlyauthoritativesourcethatisknownfororiginalcontentcreation(newspaper,magazine,
medicalfoundation,etc.)?Doesonesourceseemtoreasonablybetheoriginal?Doesonesourceappearto
havetheearliestpublicationdate,verifiedbysourcesliketheWaybackMachine?

Useyourbestjudgment.Sometimesitisclearthatthecontentiscopiedfromsomewhere,butyoucannottellwhatthe
originalsourceis.Othertimesthecontentfoundontheoriginalsourcehaschangedenoughthatsearchesforsentences
orphrasesmaynolongermatchtheoriginalsource.Forexample,Wikipediaarticlescanchangedramaticallyovertime.
Textcopiedfromoldcopiesmaynotmatchthecurrentcontent.Ifyoustronglysuspectthepageyouareevaluatingisnot
theoriginalsource,consideritlikelytobecopied.
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Wehaveconfirmedthattheabovetext(thetextinthesentenceandphrasesinthetable)comesfromano lderversionof
aWikipediaarticleaboutTheWizardofOz,whichcanbefoundusingtheInternetArchiveWaybackMachine.Please
notethatsearchingfortheabovesentenceandphraseswillnotleadyoutoacurrentWikipediaarticleaboutTheWizard
ofOz,whichdemonstrateshowconfirmingthattheMCofapagecontainscopiedcontentcansometimesbedifficult.

Important:TheL owestratingisappropriateifalloralmostalloftheMConthepageiscopiedwithlittleornotime,effort,
expertise,manualcuration,oraddedvalueforusers.SuchpagesshouldberatedL owest,evenifthepageassigns
creditforthecontenttoanothersource.

7.5 NoWebsiteInformation

AsdiscussedinS ection2.5.3,weexpectmostwebsitestohavesomeinformationaboutwhoisresponsibleforthe
website,aswellassomecontactinformation.ForwebsiteswithYMYLpages,suchasonlinebanks,weexpecttofinda
lotofinformationaboutthesite,includingextensivecustomerserviceinformation.

Thinkaboutthepurposeofthewebsiteandthetypeofwebsiteinformationuserswouldexpectordemand.

YMYLpageswithabsolutelynowebsiteinformation,orotherpageswheretheavailableinformationiscompletely
inadequateforthepurposeofthewebsite(e.g.,anonlinebankwithonlyanemailaddress),shouldberatedL
owest.

7.6 HighlyUntrustworthy,Unreliable,Unauthoritative,Inaccurate,orMisleading

Sometimes,pagesjustdontfeeltrustworthy.UsetheL
owestratingforanyofthefollowing:

Pagesorwebsitesthatyoustronglysuspectarescams(seetheselinksformoreinformationaboutInternet
scams:A voidScams1,A voidScams2,InternetFraud).
Pagesthataskforpersonalinformationwithoutalegitimatereason(forexample,pagesthataskforname,
birthdate,address,bankaccount,governmentIDnumber,etc.).
WebsitesthatphishforpasswordstoFacebook,Gmail,orotherpopularonlineservices.Seeh erefor
informationaboutphishingfraud.
Pageswithsuspiciousdownloadlinks,whichmaybemalware.

Ifyoususpectalinkismalicious,pleasedonotclickonit.Youdonotneedtopersonallyexperienceamalicious
downloadinordertoconfirmthatawebsiteisharmful.Likewise,ifyoufeelstronglyawebsiteisascam,youdonotneed
toengagewithittogetproof.

PagesthatappearhighlyuntrustworthyshouldberatedL owest,evenifyourenotabletocompletelyconfirmtheirlackof
trustworthiness.PleaseexercisecautionandpracticegoodInternetsafetyskills.

7.7 Hacked,Defaced,orSpammedPagesonaWebsite

Somewebsitesarenotmaintainedorcaredforatallbytheirwebmaster.Theseabandonedwebsites,especially
websitesthathavebecomehacked,defaced,orspammedwithalargeamountofdistractingandunhelpfulcontent,
shouldberatedL owest.

Ahackedord
efacedwebsiteisasitethathasbeenmodifiedwithoutpermissionfromthewebsiteowner(s).Responsible
webmastersshouldregularlychecktheirwebsitesforsuspiciousbehaviorandtakestepstoprotectusers.

Wellconsideracommentorforumdiscussiontobespammedifsomeonepostsunrelatedcommentsthatarenot
intendedtohelpotherusers,butrathertoadvertiseaproductorcreatealinktoawebsite.Frequentlythesecomments
arepostedbyabotratherthanarealperson.SpammedcommentsareeasytorecognizeandmayincludeAds,
download,orotherlinks.Webmastersshouldfindandremovethiscontentbecauseitisabaduserexperience.

Whileaspecificpageonawebsitemayhavealargeamountofspammedforumdiscussionsorspammeduser
comments,itdoesnotmeanthattheentirewebsitecontainsonlyspam.

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7.8 ExtremelyNegativeorMaliciousReputation

UsetheL
owestratingforwebsiteswithextremelynegativereputations.Herearesomeexamplesoriginallyshownin
Section2.7.4.AllpagesonthesewebsitesshouldberatedL
owestbecauseoftheextremelynegativeormalicious
reputationofthesewebsites.

Website Description
Extremelynegativereputationinformation:ThisbusinesshasaB BBratingofF.Thereisa
Sitesellingchildrensjunglegym newsarticleaboutfinancialfraud.Therearemanyreviewsonwebsitesdescribinghowusers
sentmoneyanddidnotreceiveanythinginreturn.

Sitesellingproductsrelatedto Extremelynegative/maliciousreputationinformation:Thiswebsiteengagedincriminal
eyewear behaviorsuchasphysicallythreateningusers.

Extremelynegativereputationinformation:Therearemanydetailednegativearticlesonnews
Organizationservingthe
sitesandcharitywatchdogsitesdescribingfraudandfinancialmishandlingaboutthis
hospitalizedveterancommunity
organization.

7.9 PromotionofHateorViolence

UsetheL owestr atingforpagescreatedwiththesolepurposeofpromotinghateorviolenceagainstagroupofpeople

basedoncriteriaincluding(butnotlimitedto)raceorethnicity,religion,gender,nationalityorcitizenship,disability,age,
sexualorientation,orveteranstatus.Websitesadvocatinghateorviolencecancauserealworldharm.

Reputationresearchisimportantforidentifyingwebsitesthatpromotehateandviolence.TheP ewResearchCenter,the
AntiDefamationLeague,andtheS outhernPovertyLawCenteraresomereputablesourcesthatcanbeusedfor
reputationresearch.

Somewebsitesmaynothavereputationinformationavailable.Inthiscase,pleaseuseyourjudgmentbasedontheMC
ofthepageandknowledgeofyourlocale.

Copyright2017 43

7.10 ExamplesofLowestQualityPages

TypeofWebpage/Content LowestQualityCharacteristics PQRatingandExplanation

Lowest:Deceptivepagepurpose
anddesignNewswebsite
(YMYL)
Thispageisdeceptivelydesignedtomake
usersbelievetheyareontheofficialABCNews
website.TheofficialABClogoiscopiedand
usedprominentlythroughoutthepage,andthe
Harmfulpurpose
URLofthiswebsite(http://abcnews.com.co/)is
Deceptivedesign:impersonatesa
verysimilartotheofficialsite'sURL
differentwebsite
(http://abcnews.go.com/).
LowestqualityMC:demonstrably
inaccuratecontent
Thearticlesonthiswebsiteinclude
demonstrablyinaccuratecontent,suchasan
inaccuratenewsreportthatObamabannedthe
PledgeofAllegiance.
Thedeceptivewebsitedesignandinaccurate
contentcanmisinformusers.Thiswebsitewas
createdwithaharmfulpurpose.

Presentsunsubstantiatedconspiracy
Lowest:Deceptivepagepurpose theoriesasiftheinformationwere variousVaticanofficialsandscientistsare
U
nsubstantiatedconspiracy factual
theories LowestqualityMC:demonstrably
inaccuratecontent
TheMConthispagecontainsfactually
unsupportedtheoriesrelatedtotheVatican's
knowledgeoftheplanetNibiru,theexistenceof
aliens,andupcomingworldevents.Although
quotedinthearticle,thequotationsdonot
supportthearticle'sclaims,andinsomecases
donotseemtocomefromthepersonquoted.
TheNibirucataclysmandrelatedeventshave
alsobeenthoroughlydebunkedbyauthoritative
sources(R eference1,R eference2) .The
demonstrablyinaccuratecontentonthispage
canmisinformusers.

Harmfulpurpose
Lowest:Demonstrablyinaccurate
LowestqualityMC:demonstrably
contentSocialmediaprofile
inaccuratecontent
Atthetimethisexamplewaswritten,Betty
Whitewasalive.Thisprofilepageonasocial
mediawebsiteleadsuserstobelievesheis
dead.Commentsonthepageindicatethat
someusershaverealizedthatitisinaccurate.
Ifthepageweretrulycreatedinerror,these
commentsshouldhaveledthecreatorto
realizethemistakeanddeletethepage.
Whileitisnotclearwhythistypeofpagewas
createdinthefirstplace,itappearstobea
deliberateintenttomisinformusers,whichisa
harmfulpurpose.

Copyright2017 44

 TypeofWebpage/Content
Lowest:Demonstrablyinaccurate
contentNewsarticle
Lowest:KeywordStuffingForum
page:WatchRoboCoponline
Lowest:CopiedcontentWizard
ofOz
Lowest:Unsatisfyingamountof
MCWeddingdresses
Lowest:Malicious,harmful,or
deceptiveAsksforpersonal
information(YMYL)
LowestQualityCharacteristics
Harmfulpurpose
Deceptivepagedesign
LowestqualityMC:demonstrably
inaccuratecontent
Anunsatisfyingamountofinformation
aboutthewebsiteandauthor
LowestqualityMC:largeamountof
KeywordStuffedMC
LowestqualityMC:copiedcontentwith
littleornotime,effort,expertise,manual
curation,oraddedvalueforusers
NoevidenceofEAT
AnunsatisfyingamountofMCforthe
topicofthepage
VerylowqualityMC
NoevidenceofEAT
Truepurposeofthepageandwebsiteis
questionable
Malicious,harmful,ordeceptive
Copyright2017
PQRatingandExplanation
Thisnewsarticleisdemonstrablyinaccurate.
Theeventdescribedhere(thedeathofMiley
Cyrus)didnothappen.Notethatnodateis
given,nosourcesarecited,andthereisno
author.Thiswebsiteisdesignedtolooklikea
newssource,butthereisnoinformationonthe
newsorganizationthatcreatedthewebsiteor
itscontent.TheSCalsofeaturesdistracting
picturesandoutrageouslytitledlinks.
Thispagewascreatedtomisinformusers,
whichisaharmfulpurpose.
Thisisanexampleofaspammedforumpage,
wherethegoalistotryandgetuserstowatch
amovieonline,whichhasnothingtodowith
thepurposeofthesite.Foraforumpage,the
usercommentsaretheMC,andmuchofthe
contentisnothelpfulforusers.H ereisan
exampleofsomeofthekeywordstuffingon
thispagethatisnotmeanttobereadbya
human,foundnearthebottomofthepage.
AllMCisacopyofanoldWikipediaarticle,
whichyoucanseeh erebyresearchingiton
theInternetArchiveWaybackMachine.
ThecurrentWikipediapageoffersmuchmore
content,links,references,etc.Thispage
doesntaddmuchvalueforusers.
Thispagehassomanylowquality
characteristicsthattheLowest+ratingis
appropriate.Thereisaquestionaboutwhat
thetruepurposeofthepageisLowestis
appropriateifyoufeelthispagewascreated
withlittleattempttohelpusers.
Thisisashoppingcheckoutpage,butitasks
fortheusersgovernmentIDnumber,drivers
licensenumber,ATMpinnumber,bankaccount
information,etc.
45

 TypeofWebpage/Content
Lowest:AutogeneratedwithLittle
AttempttoHelpUsersEngine
Code(YMYL)
Lowest:FraudulentCharity
(YMYL)
Lowest:Nowebsiteinformation
Aboutdrysockets(YMYL)
Lowest:Fakedirectorypage
Mesothelioma(YMYL)
Lowest:Fakesearchpage
Chickenrecipes
Lowest:Fakesearchpage
Chairs
LowestQualityCharacteristics
AutogeneratedMC,createdwithlittleto
notime,effort,expertise,manual
curation,oraddedvalueforusers
NoevidenceofEAT
Extremelynegativeormalicious
reputation
NowebsiteinformationforYMYLwebsite
NoevidenceofEAT
Deceptivepurpose(fakedirectorypage)
NowebsiteinformationforYMYLtopic
NoevidenceofEAT
Deceptivepurpose(fakesearchpage)
Deceptivepurpose(fakesearchpage)
Copyright2017
PQRatingandExplanation
Thefirstsentenceisincomplete,anddoesnt
provideanexplanationforthecode,and
thereforefailsthepurposeofthepage.Other
pagesonthewebsitehaveinaccurate,
misleading,and/orincompleteinformation.In
fact,somepagesseemborderlinegibberish,
withcontradictinginformation.Itappearsthe
pageexistsonlytomakemoney,withno
attempttohelpusers.
Therearemanyclaimsoffraudandfinancial
problemsaboutthisorganizationonreputable
newssitesandcharitywatchdogsites:
Negativereview1,N
egativereview2,N egative
review3,andN
egativereview4.
Thereisnoinformationaboutwhocreatedthis
website,nocontactinformation,andno
authorshipinformation.
Medicalpagesrequireahighdegreeofuser
trust.Becausethereisnoinformationabout
whoownsthiswebsiteandwhocreatedthis
content,wewillconsiderthisanuntrustworthy
website.
Thelinksonthepageappeartolinktohelpful
articles,butinfactthelinksareAdsthatdonot
gotoarticles.ThisisaYMYLtopic,butthereis
noindicationaboutwhoisresponsibleforthis
contentorwebsite.
Advertisingshouldneverdisguiseitselfasthe
MCofthepage.PageswithAdsthatare
designedtolooklikeMCshouldbeconsidered
deceptive.
Thispagewascreatedtomakemoneyfrom
clicksonAdsratherthantohelpusers.
46

 TypeofWebpage/Content
Lowest:Deceptivepurpose
Viagra(YMYL)
Lowest:Deceptivepagepurpose
anddesignWashingmachine
reviews
Lowest:Deceptivepagepurpose
Fakesurveypage
Lowest:Deceptivepagedesign
Javascriptalertbox
LowestQualityCharacteristics
LowestqualityMC(copiedcontentwith
littleornotime,effort,expertise,manual
curation,oraddedvalueforusers)
NowebsiteinformationforYMYLwebsite
NoevidenceofEAT
Purposeofthepagetomakemoneywith
verylittleornoattempttohelpusers ThispageistitledWashingMachineReviews,
LowestqualityMC(copiedcontentwith buttherearenoreviewsonthepageandthe
littleornotime,effort,expertise,manual
curation,oraddedvalueforusers)
Deceptivepurpose
Highlyuntrustworthy
Deceptiveormisleadingpagedesign
Copyright2017
PQRatingandExplanation
Thislookslikeaninformationwebsitefora
drug.Therealpurposeofthispageistoget
userstothiswebsite,andthengetthemtoclick
ontheordernowlink,whichtakesusersto
anotherwebsite.
AllMConthispageiscopiedwithlittleorno
time,effort,expertise,manualcuration,or
addedvalueforusers.Hereistheo riginal
source.
contentiscopiedfromanotherwebsite.The
linksallgotoasingleInternetretailerselling
washingmachines.Thisisadeceptivepage
becauseitisdesignedtogetuserstoclickon
theprominentlinks.
Thispagecontainsafakesurvey,which
appearstopromiseuserstheopportunitytowin
anAppleMacBookAir,aniPhone5c,ora
GalaxyS4.However,aftercompletingsome
surveyquestionsandselectingtheproductthe
userwouldliketowin,theuserisredirectedto
websiteafterwebsitetocompletemoreand
moresurveyquestions,whilebeingaskedto
supplymoreandmorepersonalinformation,
includingmedicalinformationandbankaccount
information.
Thereisnoinformationaboutwhois
responsible,eventhoughthiswebsiteasksfor
highlypersonalinformationsuchasbank
accountnumbers.Despiteappearances,there
isnoaffiliationwithGoogle.
SomeusersmightnotevennoticetheMC
becauseitisunderalonglistofAds.Users
maymistaketheAdsforMC.
47

 TypeofWebpage/Content
Lowest:Deceptivepagepurpose
RachaelRaydietblog
Lowest:Keywordstuffingand
gibberishImodiumfordogs
Lowest:MaliciouswebsiteSite
sellingproductsrelatedto
eyewear(YMYL)
Lowest:GibberishCelebrity
site
Lowest:GibberishPDFfile
Lowest:LackofpurposeFree
creditreport(YMYL)
LowestQualityCharacteristics
Deceptivepurposeanddeceptivecontent browntextonbrownbackgroundsectionatthe
Lackinginpurpose
LowestqualityMC(gibberish,keyword
stuffing)
Verynegative,malicious,
orfinanciallyfraudulentreputation
Lackinginpurpose
LowestqualityMC(gibberish)
LowestqualityMC(gibberish)
Lackofpurpose
LowestqualityMC(gibberish)
Highlyuntrustworthy
Copyright2017
PQRatingandExplanation
ThetitleofthispageisRachaelRayDiet
Blog,butthepagehasnothingtodowith
RachaelRayorherdietorherproducts.This
pageexiststosellproductsusingRachael
Raysnameandimage.Infact,thereisa
bottomofthepage(whichweconsidertobe
hiddentext)thatsaysDisclaimer:RachaelRay
isnotaffiliatedwithnordoesshesponsoror
endorsethisblog.Thispageisdeceptivein
spiteofthedisclaimer!
Thisexamplehasbeenannotatedwithredtext
atthetoptopointoutdeceptiveaspectsofthis
page.
ThispagehasnohelpfulMCandnohelpful
purpose.
Thiswebsitetookusersmoneyandphysically
threateneduserswhocomplained.These
articlesonW
ikipediaandtheN
ewYorkTimes
describethedeceptivetechniquesusedbythis
websiteandprovideothernegativeinformation
aboutthewebsiteanditsowner.
ThispagehasnohelpfulMCandnohelpful
purpose.
ThisisagibberishPDFfile.Wedonthaveany
ideawhythiswascreated.Therearenolinks
orAds.Thispagehasnopurposeandno
reasontoexist.
Thispagehasdeceptivefeatures,suchasa
friendrequest,aprizealert,andadownload
button.
48

 TypeofWebpage/Content
Lowest:LackofpurposeLas
Vegasgamblingterms
Lowest:Highlyuntrustworthy
Articleabouthowtocure
stomachflu(YMYL)
Lowest:Highlyuntrustworthy
Downloadpage
Lowest:Deliberatelycreatedwith
noMC
Lowest:LowqualityMCArticle
aboutpoppingpimples
Lowest:LowqualityMCArticle
aboutgettingamortgageinTexas
(YMYL)
LowestQualityCharacteristics PQRatingandExplanation
Lackinginpurpose
LowestqualityMC(gibberish,keyword
stuffing)
ThispagehasnoMCandnohelpfulpurpose.
NoevidenceofEAT
Inaccurateormisleading
Thiscontentispoorlywrittenandusesalotof
NowebsiteinformationforYMYLtopic
wordstosayverylittle.Thereisnoinformation
aboutwhoisresponsibleforthecontentandno
contactinformationforthisYMYLmedicaltopic.
Thisisadownloadwebsitewithonlyonepage
thispage.Thereisalotoftext(withgrammar
andspellingerrors)promisingthatuserswill
Highlyuntrustworthy(suspectdownload)
makemoneyfromthisfreedownload.The
purposeofthepageseemstobetoentice
usersintoclickingonthelinkswiththepromise
ofmakingmoney.
Rememberthatyouarenotrequiredtoclickon
anylinksthataresuspicious.
ThisisanexampleofapagewithnoMC.You
LargeamountofprominentAdsandno
mightthinkthattheMCismissingduetoa
attempttohelpusers
problemwiththisparticularpage,butinfact,
thiswebsitehashundredsofpagesthatlook
thesamewaynoMC,justAds.Thiswebsite
showsAdswithlittleornoattempttohelp
users,andshouldberatedLowestquality.
LowestqualityMC Thiscontenthasmanyproblems:poor
NoevidenceofEAT grammar,andsentencesthataremeaningless
orstatesomethingobvious.Forexample:
"Poppingpimplescouldbeorcouldbenotthe
newtrendofgettingridofthem."Inaddition,
theAbouttheAuthorsectionofthepagehas
anAd,butnoinformationabouttheauthor.
LowestqualityMC
Thelevelofexpertiseoftheauthorofthis
NoevidenceofEAT
contentisnotclearlycommunicated.Providing
thisbackgroundinformationisparticularly
importantformedical,financial,orotherYMYL
topicsforwhichexpertiseisneeded.
Copyright2017 49


TypeofWebpage/Content LowestQualityCharacteristics PQRatingandExplanation

Lowest:YMYLpagewith
inaccurateinformationChest
painsandsmoking(YMYL)
YMYLpagewithinaccuratepotentially Wemustevaluatethispagefromthepointof
dangerousmedicaladvice viewofauservisitingthispagefromasearch
LowestqualityMC engine,ratherthanaparticipant.Thequestion
ispoorlywordedanddifficulttounderstand.
Theanswersarepoorlywordedandhave
incorrectandpotentiallydangerousmedical
advice.TheMCislowquality.

YMYLpagewithpotentiallydamaging
Lowest:YMYLpagewithbad
financialadvice
informationPayingoffloans Thispagegivesloanadvicethatcanbe
NoevidenceofEAT
(YMYL) potentiallydamaging,forexample,instructing
Inaccurateormisleading
peoplenottopaybacktheirloans.Thearticle
hasgrammarandspellingerrors,andthepage
ishighlyuntrustworthy.

Lowest:Potentiallyuntrustworthy
shoppingpagewithinsufficient
contactinfo(YMYL)
ThispageissellingNikeAirJordanshoes.
WhenyoulookattheContactUspage,it
doesnotgivethenameofacompanyora
Completelyinadequateoruntrustworthy physicaladdress,whichalsocannotbefound
customerserviceinformationfora anywhereelseonthewebsite.Thisamountof
shoppingwebsite contactinformationisnotsufficientfora
NoevidenceofEAT shoppingwebsite.
Inaccurateormisleading
Inaddition,theShippingandReturnsp age
hasthenameofanothercompanythatseems
tobeunrelated.Therearealsoofficiallooking
logosatthebottomofthehomepage,including
theBetterBusinessBureaulogoandGoogle
Checkoutlogo,thatdontappeartobe
affiliatedwiththewebsite.

8.0 MediumQualityPages

Inthissection,wewilldescribepagesthatshouldgettheM
ediumqualityrating.M
ediumpagesachievetheirpurpose
andhaveneitherhighnorlowexpertise,authoritativeness,andtrustworthiness.However,Mediumpageslackthe
characteristicsthatwouldsupportahigherqualityrating.Occasionally,youwillfindapagewithamixofhighandlow
qualitycharacteristics.Inthosecases,thebestpagequalityratingmaybeM edium.

TypeofMediumPage Discussion
Nothingwrong,butnothing Thepageachievesitspurpose,however,itdoesnotmeritaH ighqualityrating,noristhere
special anythingtoindicatethataL
owqualityratingisappropriate.

ThepageorwebsitehassomecharacteristicsofbothH
ighandL owqualitypages,butthelow
Mixed,buthassomeEAT qualitycharacteristicsaremildenoughthattheconvincinghighqualityaspectsmakeitdifficultto
ratethepageL
ow.

Copyright2017 50

8.1 ExamplesofMediumQualityPages
Webpage/TypeofContent
Medium:Encyclopedia
Wikipediaarticleaboutbaroque
pearls
Medium:Humor
Pagefromahumoroussite
Medium:Entertainment1
ArticleaboutKeepingUpwiththe
Kardashiansshow
Medium:Entertainment2
ArticleaboutMileyCyrus
Medium:Q&A
Q&Apagewhereauserislooking
foradviceonwheretobuyhigh
qualitywomen'sclothingonline
MediumQualityCharacteristics PQRatingandExplanation
Nothingwrong,butnothingspecial
ThisisashortWikipediaarticleaboutbaroque
pearls,afairlynarrowtopic.ThispageisOK
foritspurpose,butitdoesntdisplay
characteristicsassociatedwithaHighrating.
Nothingwrong,butnothingspecial Thispageisfromahumoroussitethat
encouragesuserstopostphotoswithmouths
drawnonthem.ThispageisOKforits
purpose,butitdoesntdisplaycharacteristics
associatedwithaHighrating.
Nothingwrong,butnothingspecial
Thispageisonawebsitededicatedto
entertainmentnews.ThispageisOKforits
purpose,butitdoesntdisplaycharacteristics
associatedwithaHighrating.
Nothingwrong,butnothingspecial
Thispageisfromanews/entertainment
website.ThispageisOKforitspurpose,butit
doesntdisplaycharacteristicsassociatedwith
aHighrating.
Nothingwrong,butnothingspecial
ThisQ&Apagehasadiscussionofdifferent
onlinemerchants.Thereissomeeveryday
expertise,butitdoesntdisplaycharacteristics
associatedwithaHighrating.
Copyright2017 51


Webpage/TypeofContent
Medium:PagewithError
Message
Custom404page
Medium:Informational
Pageaboutpropulsiononthe
QualityReasoningGroup
sectionofauniversityswebsite
Medium:Lyrics
SonglyricsforthesongNever
You/FearLove
Medium:Recipe1
MexiChickenCasseroleona
newspaperwebsite
Medium:Recipe2
Recipeforcherrytoppedcake
MediumQualityCharacteristics
Nothingwrong,butnothingspecial
Mixed,buthassomeEAT
Websitehasagoodreputation
Contentislikelytobeaccurateand Althoughthisisawellknown,highlyrespected
trustworthybecauseofthewebsite,
thoughnoreferencelinksareprovided onav eryspecializedsectionoftheuniversity
Nothingwrong,butnothingspecial
Nothingwrong,butnothingspecial
Nothingwrong,butnothingspecial
Copyright2017
PQRatingandExplanation
Thisisanexampleofacustom404page.
Thesepagesaredesignedtoalertusersthat
theURLtheyaretryingtovisitnolongerexists.
Somewebsitesdoanicejobofnotonly
alertingusersaboutaproblem,butalsogiving
themhelp.
Thispageisonawellknownmerchantwebsite
withagoodreputation.However,thisparticular
pagedisplaysthebareminimumofcontent
neededtoexplaintheproblemtousers,and
theonlyhelpofferedisalinktothehomepage.
universitywithahighqualitysite,thispageis
website.Noauthorislistedandthepagemay
havebeenaonetimeproject,possiblyfroma
student,whichisnolongermaintained.
Therearemanylyricswebsitesthathave
similarcontent.ThispageisOKforits
purpose,butitdoesntdisplaycharacteristics
associatedwithaHighrating.
Thisrecipewascontributedbyanauthorof
cookbooks.However,thepagehasnoSC
relatedtothepurposeofthepage,suchas
reviewsorlinkstootherrecipes,etc.Thispage
isOKforitspurpose,butitdoesntdisplay
characteristicsassociatedwithaHighrating.
Thiswebsiteisknownforhighqualitycontent
aboutanimalsandtheenvironment.This
particularpagehasarecipeforkids.There
isntmuchMCorSC.ThispageisOKforits
purpose,butitdoesntdisplaycharacteristics
associatedwithaHighrating.
52

 Webpage/TypeofContent MediumQualityCharacteristics PQRatingandExplanation

Medium:Video
Nothingwrong,butnothingspecial
Videoofakittenmeowingalot Thisisaprofessionallycreatedvideoofacute
kittenmeowing.ThispageisOKforits
purpose,butitdoesntdisplaycharacteristics
associatedwithaHighrating.

Medium:Forum1
Forumpageonanonlineauction
website.Auserislookingfor
helpchoosingaproductcategory.
Mixed,butwithsomeredeemingqualities
TherelativelackofMCisbalancedabitbythe
expertiseofthisforum.Thisforumisdedicated
tothiskindofquestion.

Medium:Forum2
Forumpageonadancewebsite.
Auserislookingforadviceon
howtowashballetshoes.
Thisforumisaboutdancetopics,andmany
pageshaveexpertisefromacommunityof
balletdancers.Onthisparticularpage,
participantshaveeverydayexperiencewashing
Mixed,butwithsomeredeemingqualities balletshoesandmakerecommendations
basedontheirownexperiences.
Thispageismixedbecausethereissome
distractingcontentthatmakesithardtoread
theMC.However,thisisnotabeautycontest!
Eventhoughthepagemaybecluttered,there
issomevaluableeverydayexpertiseand
helpfulMC,makingMediumagoodratingfor
thispage.

9.0 PageQualityRatingTasks

Atfirst,PQratingmayseemdifficult.Thereareseveralaspectsofthepageandthewebsitetolookatandthinkabout.
Thistypeofratingtakespractice.Rereadingsectionsoftheseguidelinesandthinkingabouttheexamplesmayhelp
whenyouencounterdifficultratingtasks.

Important:DonotstrugglewitheachPQrating.Pleasegiveyourbestratingandmoveon.Ifyouarehavingtrouble
decidingbetweentworatings,usethelowerrating.Ifyouaretornbetweenthreeratings,choosetheoneinthemiddle.

DonotconsiderthecountryorlocationofthepageorwebsiteforPQrating.Forexample,English(US)ratersshoulduse
thesamePQstandardswhenratingpagesfromotherEnglishlanguagewebsites(UKwebsites,Canadianwebsites,etc.)
astheyusewhenratingpagesfromU.S.websites.Inotherwords,English(US)ratersshouldnotlowerthePQrating
becausethepagelocation(UK,Canada)doesnotmatchthetasklocation.

Theseguidelinesarespecifictoregularwebpages.Occasionally,youmaybeaskedtoratealandingpagethatisnota
webpage.Forexample,youmaybeaskedtorateaPDFfile,aPNGorJPEGimagefile,etc.Whenthelandingpageof
theURLisnotawebpage,someofthecriteriaintheseguidelinesmaynotapply.Inthiscase,pleaseuseyourjudgment.

Finally,thisPageQualityRatingGuidelinedoesnotcompletelycovereveryaspectofpagequality.Ifyoufindpagesthat
youtrulybelievetobeH
ighorL
owquality,pleaseratethemassuch,evenifthereasonisbasedonsomethingnot
coveredinthisdocument.Pleaseusethecommentsectiontoexplainyourreasoning.Asalways,useyourjudgment.

Copyright2017 53

9.1 InstructionsforRatingPageQualityTasks

ThePageQualitytaskpageisbrokenupintoseveralparts:

1. Someinitialquestionsaboutthetasklandingpage.
2. APQgridtorecordyourobservationsaboutPQcharacteristicsofthelandingpage.
3. TheOverallPQratingsliderwhichrecordsyourOverallPQrating.
4. Acommentboxtoexplainyourrating.

Someresultstotheinitialquestionswillendthetaskearly.IfthepageisPorn,ForeignLanguage,orDidntLoad,youwill
notfillinthePQgridorassignanoverallrating.

ForeignLanguageshouldbeusedwhenthelanguageonthelandingpageisNOTthetasklanguage,alanguage
thatiscommonlyusedbyasignificantpercentageofthepopulationinthetasklocation,orEnglish.
DidntLoadshouldbeusedforpageswherethereisabsolutelynocontentonthepagecreatedbythewebsite.
ThereisnoMC,SC,orAdsonthepage.SeethisW
ikipediaarticlefordescriptionsofdifferenttypesoferror
messages.

Similarly,ifyourespondthatthepageismalicious,harmful,deceptive,orlackinginpurpose,youwillalsonotfillinthePQ
gridorassignanoverallrating.

ThePQgridisdesignedtobeyour"notepad."Itallowsyoutorecordyourobservationsaboutthelandingpageandthe
websiteitbelongsto.

9.1.1RatingonYourPhone

YoushouldopenthetasklandingpageonyourphoneusingthestandardSendtoDevicefeature,unlessotherwise
instructed.However,moreintensiveanalysisonthewebsitecanbedoneonyourcomputer.Forexample,youshould
openandexplorethelinksthatareprovidedtohelpyoudoresearchonwebsiteinformationandreputationonyour
computer.

Important:ClickingonthetaskURLmaybringupaninterstitialpage.Youcanignorethispageinyourratingcriteriaif
youcaneasilygettotheMC.However,iftheinterstitialpagemakesitextremelyhard(orimpossible)togettotheMC,
thatshouldfactorintoyourPageQualityrating.

9.2 EAT:PageorWebsite?

ThequalityoftheMCisevaluatedbylookingatthelandingpageofthelinkinthePQratingtask.Thereputationofthe
websiteisbasedonthewebsitethatthelandingpagebelongsto.Dependingonthepage,EATmaybebasedonthe
pagealone,maybebasedonthewebsite,ormaybebasedonboththepageandwebsite.

LandingpageEATisimportantwhenawebsitehasdifferentauthorsondifferentpages.Thisisthecaseforarticle
websitesorwebsiteslikeYouTube,whichhaveusergeneratedcontent.EATforpagesonthesewebsitesmaydiffer
drasticallybasedontheEATofthecreatorofthecontentonthepage.

WebsiteEATisimportantinthefollowingsituations:

Allcontentonthewebsiteisproducedbythesamepersonororganization.Anexampleisamedicalwebsitethat
isproducedbyareputablephysiciangroup.
Thecontentofthewebsiteisproducedbydifferentauthorsororganizations,butthewebsitehasveryactive
editorialstandards.Anexampleofthisisasciencejournalwithveryhighstandardsforpublication.
Thewebsitehasanextremelypositivereputationfromexpertsinthetopicofthewebsite,i.e.,thewebsiteis
acknowledgedtobeoneofthemostexpert,authoritative,ortrustworthysourcesonthetopic.

Copyright2017 54

10.0 PageQualityCriteriaforSpecificTypesofPages

10.1 RatingsforEncyclopediaPages

Therearemanyencyclopediatypewebsites.Somearehighlyrespectedpublicationsthatarestandardreferences,while
somearewebsiteswithcontentcreatedandeditedbyanonymoususers,withnoeditorialoversightorfactchecking.We
maynotalwaysknowtheauthorofthespecificencyclopediaarticle,andthereforemustrelyonwebsitereputation
researchtodeterminetheEATofthearticle.HighandHighestqualityratingsshouldonlybeusedforencyclopedias
withverygoodreputationsforaccuracyandexpertise,wherethearticleitselfiswellresearchedwithappropriate
referencescited.

AnoteaboutWikipedia:ingeneral,thewebsitehasagoodreputationandisaverypopularresourcethatisgenerally
valuedforaccuracy.However,thereisnosingleauthorororganizationthatvouchesfortheaccuracyofWikipedia
articles,andthequalityofpagesvaries.Youshouldperformpagelevelchecksonindividualarticles.

AWikipediaarticleonanonYMYLtopic(e xample)withasatisfyingamountofaccurateinformationandtrustworthy
externalreferencescanusuallyberatedintheHighrange.SomeWikipediaarticlesmayevenberatedhigher,although
rememberthatahighlevelofexpertiseisrequiredforYMYLtopics.APQratingintheMediumrangeisoftenappropriate
forpageswithlessextensiveMCandexternalreferences.Naturally,WikipediaarticleswithverylittleMCshouldget
lowerPQratings.FactualinaccuracyisasufficientreasonforaL oworL
owestrating.

10.2 RatingsforPageswithErrorMessagesorNoMC

Somepagesaretemporarilybrokenpagesonotherwisefunctioningwebsites,whilesomepageshaveanexpliciterror(or
custom404)message.Insomecases,pagesaremissingMCaswell.Pleasethinkaboutwhetherthepageoffershelp
forusersdidthewebmasterspendtime,effort,andcareonthepage?

Herearesomeexamples.

Webpage/TypeofContent CharacteristicsofthePage PQRatingandExplanation

LargeamountofprominentAdsandno
DeliberatelycreatedwithnoMC
attempttohelpusers
ThisisanexampleofapagewithnoMC.You
mightthinkthattheMCismissingduetoa
problemwiththisparticularpage,butinfact,
thiswebsitehashundredsofpagesthatlook
thesamewaynoMC,justAds.Thiswebsite
showsAdswithlittleornoattempttohelp
users,andshouldberatedLowestquality.

NoMC(probablyduetoatemporary
Pagedidn'tfullyloadandhasno technicalerror) ThispagehasnoMCandnoerrormessage.It
MC SufficientSC isanisolatedexampleofapagewithnoMCor
Positivereputation errormessageonawebsiteforareputable
newspaperforatowninMichigan.Allofthe
navigationlinkswork,andthepagewaslater
fixed.

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 Webpage/TypeofContent CharacteristicsofthePage PQRatingandExplanation

Thisisanexampleofacustom404page,
alertingusersthattheURLtheyaretryingto
visitnolongerexists.Somewebsitesdoanice
Errorpagewithcustom404 jobofalertingusersaboutaproblemand
Nothingwrong,butnothingspecial
message1 providinghelpfultips.

Thispageisonawellknownmerchantwebsite
withagoodreputation.However,thisparticular
pagedisplaysthebareminimumofcontent
neededtoexplaintheproblemtousers,and
theonlyhelpfulcontentisalinktothe
homepage.

AsatisfyingamountofhighqualityMCfor
itspurpose
Errorpagewithcustom404
HelpfulSCthatimprovestheuser Thisisanexampleofacustom404page,
message2
experience alertingusersthattheURLtheyaretryingto
Positivereputation visitnolongerexists.Thiswebsitedoesanice
jobofexplainingtheissueandprovidinghelpful
tips,includingasearchbox.

Thisisanexampleofacustom404page.
Thesepagesaredesignedtoalertusersthat
AsatisfyingamountofhighqualityMCfor
theURLtheyaretryingtovisitnolongerexists.
itspurpose
Errorpagewithcustom404 TheMCofthispageisthecartoon,thecaption,
HelpfulSCthatimprovestheuser
message3 andthesearchfunctionality,whichisspecificto
experience
thecontentofthewebsite.Itisclearthattime,
Verypositivereputation
effort,andtalentwasinvolvedinthecreationof
theMC.

Thispublicationhasaverypositivereputation
andisspecificallyknownforitscartoons,which
allowsustogoashighasHigh+toHighest.

10.3 RatingsforForumsandQ&Apages

RatingsforforumandQ&Apagescanbechallenging.ThemostimportantaspectistheEAToftheparticipantsinthe
discussion,whichcanbedifficulttojudge.Keepinmindthefollowing:

TheMainContentonforumandQ&Apagesincludesboththequestionaswellastheanswers/responsesand
resultingdiscussions.
RateforumandQ&Apagesfromthepointofviewofauserwhovisitsthepage,ratherthanaparticipantinvolved
inthediscussion.

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Herearesomeexamples.
Webpage/TypeofContent
Q&Apageaboutchestpainsand
smoking(YMYL)
Q&Apagewithunanswered
question
Q&Apageabouta2002Volvo
part
Q&Apageaboutagameconsole
issue
CharacteristicsofthePage
YMYLpagewithinaccuratepotentially
dangerousmedicaladvice
Misleadingpagedesign
UnsatisfyingamountofMCforthe
purposeofthepage
Misleadingpagedesign
UnsatisfyingamountofMCforthe
purposeofthepage
UnsatisfyingamountofMCforthe
purposeofthepage
Copyright2017
PQRatingandExplanation
Wemustevaluatethispagefromthepointof
viewofauservisitingthispagefromasearch
engine,ratherthanaparticipant.Thequestion
ispoorlywordedanddifficulttounderstand.
Theanswersarepoorlywordedandhave
incorrectandpotentiallydangerousmedical
advice,makingitlowestqualityMC.
Inadditiontohavingnoanswer,thispagehas
Adsandlinkstootherquestions(misleadingly
labeledasRelevantanswers)displayed
prominently,whichusersmaymistakefor
answerstothequestion.Ittakesamomentto
noticethatthispageactuallyhasnoanswer.
Deceptivedesignandlackofananswermake
thispageafrustratinglypooruserexperience
andcausethispagetocompletelyfailto
achieveitspurpose.
Inthisexample,theMCisboxedinred.Please
readtheMC,includingthecompletelyunhelpful
"answer"tothequestionintheredbox.This
answerissounhelpful,wecanconsiderthis
questiontobeunanswered.Thispagehasan
unsatisfyingamountofMC.
Inadditiontoaveryunhelpfulanswer,the
pagedesignmakesitdifficulttodistinguishthe
MCfromAds.Forexample,belowtheanswer,
weseea"sponsoredanswer,"whichhasthe
sameformatastherealanswer,butisactually
anAdandnotananswertothequestion.This
pagedesignissomewhatmisleading.
Somewebsitesrelyonuserstocreatevirtually
alloftheirMC.Inthiscase,theMCisthe
usersquestion.Iftherearenoanswers,the
amountofMConthepageisunsatisfying.
57

 Webpage/TypeofContent
Q&ApageaboutNativeAmerican
customs
Forumpageonhowtowash
balletshoes
Q&Apageaboutwhethera
Roombawillwork
Q&Apageaboutinterviewingat
BuildABear
Forumpostonthemagicloop
techniqueinknitting
CharacteristicsofthePage PQRatingandExplanation
LackingEATforthepurposeofthe
page Thereare94answerstothisquestionwitha
fewresultsthatseemhelpful.Manyofthe
postsarewrongormisleading,includingthe
topanswer,whichislabeledthebestanswer.
Thisforumisaboutdancetopics,andmany
pageshaveexpertisefromacommunityof
balletdancers.Onthisparticularpage,
participantshaveeverydayexperiencewashing
Mixed,butwithsomeredeemingqualities balletshoesandmakerecommendations
basedontheirownexperiences.
Thispageismixedbecausethereissome
distractingcontentthatmakesithardtoread
theMC.However,thisisnotabeautycontest!
Eventhoughthepagemaybecluttered,there
issomevaluableeverydayexpertiseand
helpfulMC,makingMediumagoodratingfor
thispage.
Everydayexpertiseforthepurposeofthe Manyparticipantssharetheirpersonal
page experienceswiththeseproducts,givingdetails
suchashowwellcertainmodelsworkwithpet
hair.Therearemanydescriptionsof
participantsownexperienceswiththisproduct
andhowwellitworksforthem.
Theansweronthispageiswrittenbyan
Everydayexpertiseforthepurposeofthe employeeofBuildABear,soitoffersa
page somewhatuniqueandpresumablysomewhat
expertanswer.
ThepagedesignallowsuserstoreadtheMC
astheAdsareclearlylabeled,aswellasboth
thequestionandanswer.
Thepersonwhopostedthefirstmessageon
HighlevelofEATforthetopicand
thisforumpageprovidesahelpfulresourceon
purposeofthepage
howtomasterthemagiclooptechniquein
knitting.Shealsosharespicturesofherown
versionusinganoldpairofbluejeans.With
over20yearsofexperienceknittingsocks,we
wouldconsiderhertobeanexpertonthetopic.
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Webpage/TypeofContent
Q&Apageabouthowlongmost
cancerpatientslive
Forumpageonauthenticatinga
purse
ForumpageonKPIstotrack
Forumpageonlandscapingan
aquarium
Q&Apageonabbreviations
CharacteristicsofthePage
Everydayexpertise
AsatisfyingamountofhighqualityMC
HighlevelofEATforthetopicand
purposeofthepage
AsatisfyingamountofhighqualityMC
HighlevelofEATforthetopicand
purposeofthepage Thisforumiswellknownforitscommunityof
AsatisfyingamountofhighqualityMC
HighlevelofEATforthetopicand
purposeofthepage
AsatisfyingamountofhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation,andthewebsite
isresponsibleforallcontentonthe
website
Copyright2017
PQRatingandExplanation
Thequestiononthepageaskshowlong
peoplelivewithcancer.Therearemany
resultsdescribinghowlongalovedonelived
afterdiagnosis.Thereisverylittlemedical
adviceandthefocusofthepageissharing
personalexperience.Manyresultsareheartfelt
andwellwritten.
Thisforumiswellknownfordiscussionson
luxurydesignerpurses.Onthisparticular
forumpage,membersareconsultingforum
expertswhohaveexpertiseauthenticatingbags
fromthisbrand.Theseexpertscantellifa
particularbagisauthenticorfake.Whilethere
isanadatthetopandafewadswithinthe
forummessage,itdoesnotdistractfromthe
MC,whichiseasytofind.
expertsonqualityassurance.Theresponses
areauthoritativeandtrustworthyforthe
purposeofthepage.WhilethereareAdson
thepage,itiseasytofindtheMCandtheyare
clearlylabeledasSponsoredLink.
Thisdiscussionfocusesonlandscapingfora
particularpaludarium(anaquariumwith
terrestrialandaquaticelements).Thereisalot
ofdiscussionandinteractionbetweenforum
membersaboutthetypesofmaterialsand
speciesusedintheaquarium.Thepostsshow
expertisethenichetopicofaquarium
landscaping.
Thepurposeofthepageistoanswerquestions
abouttheusageofabbreviations.Thiswebsite
hasaverygoodreputationasareferencefor
informationonwriting,publishing,etc.Itis
consideredhighlyauthoritativeandtrustworthy
forthetopicofthepage.
59


11.0 PageQualityRatingFAQs

Question Answer

Withpractice,theamountoftimeneededforaccuratePQratingswilldecrease.The
Whydowehavetodoall stepsareimportantandaredesignedtohelpyouassessmanydifferentaspectsofPQ.
thesesteps?Thistakesa Youmaybesurprisedbywhatyoufind.PagesthatinitiallylookLowqualitymayturn
longtime! outtobeMediumorHighqualitywithcarefulinspection.Thereversemayhappenas
well.Wewantyourmostinformed,thoughtfulopinion.

ArewejustgivingHigh
No!Thegoalistodotheexactopposite.Thesestepsaredesignedtohelpyou
qualityratingstopagesthat
analyzethepagewithoutusingasuperficialdoesitlookgood?approach.
lookgood?

Youtalkedaboutexpertise
whenratingMC.Does
expertisematterforall
topics?Aren'ttheresome
topicsforwhichthereare
noexperts?
Rememberthatwearenotjusttalkingaboutformalexpertise.Highqualitypages
involvetime,effort,expertise,andtalent/skill.Sharingpersonalexperienceisaformof
everydayexpertise.
Prettymuchanytopichassomeformofexpert,butEATisespeciallyimportantfor
YMYLpages.
Formostpagepurposesandtopics,youcanfindexpertsevenwhenthefielditselfis
nicheornonmainstream.Forexample,thereareexpertalternativemedicinewebsites
withleadingpractitionersofacupuncture,herbaltherapies,etc.Therearealsopages
aboutalternativemedicinewrittenbypeoplewithnoexpertiseorexperience.EAT
shoulddistinguishbetweenthesetwoscenarios.

Foralmostanytypeofpageorinformationaltopic,thereisarangeofcontentquality.
Rememberthathighqualitycontentisdefinedascontentthattakestime,effort,
expertise,andtalent/skill.PagesthathaveaharmfulpurposeshouldberatedLowest
Aren'ttheresometypesof
quality,regardlessoftheirtopic.
pagesortopics,suchas

celebritygossip,thatalways
Forexample,therearebothHighandLowqualitycelebritygossippages.Often,the
haveLowqualitycontent?
purposeofthesepagesistosharescandalous,butpotentiallytruepersonalinformation
aboutcelebrities.WecanconsidertheMCofagossippagetobehighqualityifitis
interestinginformationfromasomewhatplausiblesource.

I'veneverseenaHigh
qualitypageoftypeX.If
Forsometopicsortypesofpages,theremaynotbemany(orany!)Highqualitypages
therearenohighquality
now,buttheremaybeinthefuture.Weneedauniformsetofstandardsthatapplyto
pagesofthistype,whyare
allpages,evenforpagesthathavenotyetbeencreated.
wegivingexistingpagesa
Lowqualityrating?

Someofthesecriteriaseem
unfair.Forexample,some Artpagesdohaveapurpose:artisticexpression.Pagescreatedforartisticexpression
artpagesdonothavea donotdeservetheLowqualityratingsimplybecausetheyhavenootherpurpose.
purpose.Arethesepages Artistice xpression,humor,entertainment,etc.areallvalidandvaluedpagepurposes.
Lowquality?

IfIhavetoopenthetask Yes!Moreintensiveanalysisonthewebsite(e.g.,researchingEAT)canbedoneon
URLonmyphone,canI yourcomputer.Anytimethatusingyourcomputerwillhelpyoucompletethetask,feel
checkforEATonmy freetouseit.Also,tasksshouldprovidesomelinkstohelpyoudowebsiteresearch,
desktop/laptop? andthereisanotedirectingyoutodoitonyourdesktop/laptop.

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Part2:UnderstandingMobileUserNeeds

12.0 UnderstandingMobileUsers,MobileQueries,andMobileResults

Whatdoyoudoonyourmobilesmartphone?

Peoplerelyontheirphonesformanydifferenttasksindifferentenvironments.Usersmaywanttosearchthewebormay
wanttotellthephonetodosomethingspecific.Keepinmindthattaskscanbesimpleorcomplex,andmaytakemultiple
stepstocomplete.Forexample,asimpletaskmaybetofindthedirectorofamovie.Acomplextaskmaybetofinda
moviesshowtimesnearby,purchasetickets,getdirections,andthenusethephonesnavigationtogotothetheater.

Weexpectourphonestodoalot.Atthesametime,phonescanbechallengingtouse,especiallycomparedtoadesktop
computerorlaptop:

Enteringdatamaybecumbersome:typingisdifficultonmobilesmartphones,andwhenusersspeaktotheir
phonesinsteadoftyping,voicerecognitionmaynotalwaysbeaccurate.
Smallscreensizesmakeitdifficulttousesomephonefeatures,apps,andwebpages.
Somewebpagesaredifficulttouseonamobilephone.Websitenavigationcanbedifficultasmenusand
navigationlinksmaybesmall.Webpagesmayrequirelefttorightscrollingtoreadtext.Imagesmaynotfiton
thescreen.Inaddition,manymobiledevicescannotaccesswebpageswithFlashorothersimilarfeatures.
Internetconnectivitycanbeslowandinconsistentformobileusersgoinginandoutofnetworks.App
opening,recognitionofvoicecommands,andwebpageloadtimescanbeveryslowonamobilephone.

Important:Mobilesmartphonesshouldmaketaskseasy,evenformobileuserswithasmallscreendevice(i.e.,
sizeofsmartphone,notatablet).U serswantresultsrightaway,atthatmoment,andmaynotbeabletospendalotof
timetofindwhattheyarelookingfor.

Inordertodomobileratingtasks,youmusthaveexperienceusingamobilesmartphone,whichwellalsorefertoasa
mobilephoneintheseguidelines.Ifyouarenotfamiliarwithvoicecommands,deviceactions,orphonefeatures,please
takesometimetoexperimentonamobilesmartphone.Forexample,youcantrysomeofthesevoicecommands:

iPhoneSirivoicecommands
Androidvoicecommands,orsayOKGoogleandthenHelponanAndroiddevice

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12.1 ImportantRatingDefinitionsandIdeas

Query:Thisreferstotheword(s)and/ornumber(s)thatausertypesorspeaksintoamobilephone.Intheseguidelines,
querieshavesquarebracketsaroundthem.Ifausersaysnavigatehome,wedisplay:[navigatehome].Ifausertypes
iPhoneinthesearchbox,wedisplay:[iphone].

Therearemanydifferenttypesofqueriesbecauseusersasktheirphonestodomanythings,fromopeninganappto
callingafriendtosearchingtheweb.

User:Theuseristhepersontryingtoaccomplishsomethingbytypingorspeakingintoamobilephonewithasmall
screen(i.e.,sizeofasmartphone,notatablet).

UserIntent:Whenausertypesorspeaksaquery,heorsheistryingtoaccomplishsomething.Werefertothisgoalas
theuserintent.

Locale:Allquerieshavealocale,whichisthelanguageandlocationforthetask.Localesarerepresentedbyatwoletter
countrycode.Foracurrentlistofcountrycodes,c lickhere.Wesometimesrefertothelocaleasthetasklocation.

UserLocation:Thistellsuswheretheuserislocated.

SearchEngineResultsPage(SERP):T hepageasearchengineshowsafterauserentersaqueryinthesearchbox.
TheSERPismadeupofr esultblocks.

Result:Wewillusethewordr esulttorefertotheresultblocka ndthelandingpage.

ResultBlock:T hisisanindividualblockthatappearsontheusersphoneinresponsetothequery.Theresult
blockmaydisplayinformationintheblockitselforcontainlinks,ormaydoboth.

TheL andingPage( L P)isthepageyouseeafteryouclickalinkintheresultblock.

DeviceActions:Mobilephonesandotherdevicescanrespondtovoicecommandstoperformmanyactions,suchas
settinganalarmoropeninganapp.ThisisaspecifictypeofquerythatwellrefertoasaD eviceActionquery.

DeviceActionquery:S pecifictypeofquerywhereusersasktheirphonetoperformanaction.Theseare
frequentlyspokencommandsusedtocompleteactionsthatwouldnormallyrequireinteractionwiththescreenor
thedevice'scontrols.

DeviceActionresult:T hephonemayrespondtoaD eviceActionquerybyperforminganaction,suchas
callingaphonenumber,etc.

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12.2 UnderstandingtheQuery

Understandingthequeryisthefirststepinevaluatingthetask.Remember,aqueryiswhatausertypesor
speaksintoamobilephone.

Sometasksincludeaqueryresearchlink,whichyoushoulduseifyoudontunderstandthequeryoruser
intent.Otherwise,pleasedowebresearchusingGoogleoranonlinedictionaryorencyclopedia.Ifyoustill
dontunderstandthequeryoruserintent,pleasereleasethetask.

Important:IfyouresearchthequeryonGoogle,pleasedonotrelyonthetopresultsontheSERP.Aquerymayhave
othermeaningsnotrepresentedonGooglessearchresultspages.Donotassignahighratingtoawebpagejust
becauseitappearsatthetopofalistofsearchresultsonGoogle.

Thinkaboutusersinyourlocaletypingorspeakingthefollowingqueriesintotheirphone.

Query LikelyUserIntent

[populationofparis],English(US) FindthecurrentpopulationofParis,France.

[starbucksnearme],English(US) FindthenearestStarbuckslocation.

[weather],English(US) Findweatherinformationintheuserlocationrightnow.

[callmom],English(US) Call/dialthenumberstoredforthecontactMomonthedevice.

12.3 LocaleandUserLocation

Allquerieshaveatasklanguageandtasklocation(referredtoinratingtasksasthe"Locale").Thelocaleisimportantfor
understandingthequeryanduserintent.Usersindifferentlocationsmayhavedifferentexpectationsforthesamequery.
EachratingtaskwillshowyoutheUserLocationinformation:sometaskshaveanapproximateuserlocationareaand
sometaskshaveaveryspecificuserlocation.

Formanyormostqueries,theuserlocationdoesnotchangeourunderstandingofthequeryanduserintent.Hereare
someexamples:[facebook.com],[picturesofkittens],[distancebetweentheearthandthemoon],[callmom].Ifthetask
doesnotdisplayauserlocation,pleaseevaluateitasaquerywherethelocationdoesnotmatteranduseyourjudgment.

Whenistheuserlocationimportantinunderstandingqueryinterpretationanduserintent?Pleaseusebothwebresearch
andyourpersonaljudgmenttoanswerthisquestion.Askyourself,Wouldusersinonecityorcountrybelookingfor
somethingdifferentthanusersinanothercityorcountry?

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12.4 QuerieswithanExplicitLocation

Sometimesuserstellsearchenginesexactlywhatkindsofresultstheyarelookingforbyaddingthedesiredlocationin
thequery,regardlessoftheiruserlocation.We'llcallthislocationinsidethequerytheexplicitlocation.Theexplicit
locationmakesqueriesmucheasiertounderstandandinterpret.

Sometimestheexplicitlocationmatchestheuserlocationorlocale,andsometimesitdoesn't.

Whenthereisanexplicitlocationinthequery,payattentiontoit!Usersuseexplicitlocationstoindicateexactlywhatthey
arelookingfor.

12.5 QuerieswithMultipleMeanings

Manyquerieshavemorethanonemeaning.Forexample,thequery[apple]mightrefertothecomputerbrandorthefruit.
Wewillcallthesepossiblemeaningsq ueryinterpretations.

DominantInterpretation:Thed ominantinterpretationofaqueryiswhatmostusersmeanwhentheytypethequery.Not
allquerieshaveadominantinterpretation.Thedominantinterpretationshouldbecleartoyou,especiallyafterdoinga
littlewebresearch.

CommonInterpretation:Ac ommoninterpretationofaqueryiswhatmanyorsomeusersmeanwhentheytypeaquery.
Aquerycanhavemultiplecommoninterpretations.

MinorInterpretations:Sometimesyouwillfindlesscommoninterpretations.Theseareinterpretationsthatfewusers
haveinmind.Wewillcallthesem
inorinterpretations.
Copyright2017 64

Query:[apple]
Locale:English(US)

Query:[mercury]
Locale:English(US)

12.6 QueryMeaningsCanChangeOverTime

Remembertothinkaboutthequeryanditscurrentmeaningasyouarerating.Wewillassumeusersarelookingfor
currentinformationaboutatopic,themostrecentproductmodel,themostrecentoccurrenceofarecurringevent,etc.,
unlessotherwisespecifiedbythequery.

Copyright2017 65

Theinterpretationofthequery[iphone],English(US)haschangedovertimeasnewiPhonemodelsarereleased.The
firstiPhonewasintroducedin2007.Userssearchingfor[iphone],English(US)atthattimewerelookingforthenew(at
thetime)firstiPhonemodel.MostusersnowarelookingforthemostrecentorupcomingiPhonemodel.Inthefuture,
newmodelswillcomeoutandthedominantinterpretationwillchangeagain.

12.7 UnderstandingUserIntent

Itcanbehelpfultothinkofqueriesashavingoneormoreofthefollowingintents.

Knowq uery,someofwhichareK nowSimplequeries

Doquery,someofwhichareD eviceActionq ueries
Websiteq uery,whentheuserislookingforaspecificwebsiteorwebpage
Visitinpersonq uery,someofwhicharelookingforaspecificbusinessororganization,someofwhichare
lookingforacategoryofbusinesses

12.7.1KnowandKnowSimpleQueries

TheintentofaK
nowqueryistofindinformationonatopic.UserswanttoK nowmoreaboutsomething.

KnowSimplequeriesareaspecialtypeofK nowquery.K nowSimplequeriesseekaveryspecificanswer,likeafact,

diagram,etc.Thisanswerhastobecorrectandcomplete,andcanbedisplayedinarelativelysmallamountofspace:
thesizeofamobilephonescreen.Asaruleofthumb,ifmostpeoplewouldagreeonacorrectanswer,anditwouldfitin
12sentencesorashortlistofitems,thequerycanbecalledaK
nowSimplequery.

Copyright2017 66


KnowSimplequeriesmaybequestionssuchas[howtallisbarackobama].Frequently,K nowSimplequeriesdonot
havequestionwords.Forexample,[barackobamaheight]hasthesameuserintentas[howtallisbarackobama],butis
notinaquestionformat.

Mostqueriesaren otK
nowS
implequeries,suchas:

Broad,complex,and/orindepthinformationalqueriesthatdonothaveashortanswer
Ambiguousorunclearinformationalqueries
Informationalqueriesoncontroversialtopics
Informationalquerieswithnodefinitiverightanswer
Querieswheredifferentusersmaywantdifferenttypesofinformation,ordifferentsourcesofinformation

HerearesomeexampleswheretheK nowSimplequeryasksforasimplefact,whichcanbeansweredcorrectlyand
completelyinasmallamountofspace,andtheK
nowqueryanswerismorecomplex.

KnowSimpleQuery KnowQuery Explanation

TheK
nowqueryisabroadinformationqueryanddifferent
[barackobamaheight]
[barackobama] usersmaybelookingfordifferentthings(e.g.,biography,
[howtallisobama]
books,socialmediaposts,etc.).

TheK
nowqueryisabroadinformationqueryanddifferent
[newyorkcitypopulation2013] [newyorkcity] usersmaybelookingfordifferentthings(e.g.,touristandtrip
planninginformation,facts,photographs,history).

TheK nowqueryisabroadqueryformedicalinformation
[whoisgravesdiseasenamed
[gravesdisease] anddifferentusersmayhavedifferentneeds.Thereisno
after]
singleanswerforthisquery.

TheK
nowqueryisabroadqueryforaparticularservice
[macysstorehours] [macysgiftwrapoptions] offeredbyadepartmentstore,anddoesnothaveashort
answer.

[whatisthesymbolforthe TheK
nowqueryisabroadqueryandthereisnoshort,
[whatnickelisusedfor]
elementnickel] completeanswer.

[whowonthe2014bcsnational [whoisgoingtowinthebcs TheK

nowqueryasksforanopinionandthereisno
championshipgame] nationalchampionshipgame] definitiveanswer.

EventhoughtheK nowqueryistheoreticallyayes/no
[whatisstarbucksstockprice] [shouldiinvestinstarbucksstock] question,thereisnotasingleanswerthateveryonewould
agreeon.

RatersmustthinkaboutmobileuserswhendecidingifqueriesareK nowSimple.Useyourjudgmenthere.

ImportantRatingExample:Thequery[weather]mayseemlikeabroadinformationquery,butmostmobileuserslikely
haveafairlysimpleinformationalneed:tofindthecurrentorupcomingtemperature,andthechanceoflocalweather
events,suchasrainorsnow.Therefore,wewillconsiderquerieslike[weather],[weathertoday],[weathertomorrow],
[weatherthisweek]tobeK nowSimplequeriesformobilephoneusers.

12.7.2DoandDeviceActionQueries

TheintentofaD
oq
ueryistoaccomplishagoalorengageinanactivityonaphone.Thegoaloractivitymaybeto
download,tobuy,toobtain,tobeentertainedby,ortointeractwithawebsiteorapp.UserswanttoD
osomething.

Copyright2017 67

Herearesomeexamples.

Query LikelyUserIntent
[getcandycrushgame] InstalltheCandyCrushgame.

[onlinepersonalitytest] Takeanonlinepersonalitytest.

[whatismybmi?] CalculateBMI(bodymassindex).

[buycitizenkanedvd] PurchasethisDVD.

[bubblespinner] PlayBubbleSpinneronlineordownload/opentheapp.

DeviceActionqueriesareaspecialkindofD oquery.Usersareaskingtheirphonetodosomethingforthem.Users
givingD
eviceActionqueriesmaybeusingphonesinthehandsfreemode,forexample,whileinacar.Itsvery
importantformobilephonestoaccommodateD eviceActionqueries,andwehaveahighstandardforratingthese
results.

AD
eviceActionqueryusuallyhasaclearactionwordandintent.Theverboractionwordisoftenatthebeginningofthe
query,butaquerymightstartwithOKGoogleorGoogleorSiriorIwantto.Useyourjudgment.

HerearesomeexamplesofD eviceActionqueries.

TypeofAction DeviceActionQueryExamples(verboractionshowninbold)
[callmomsmobilephone],[placeac
alltoannejones],[okgoogle,couldyoupleasec
allmy
Callsomeone
mom]

Sendamessage [sendatexttojohnsmith],[t extjohnsmith],[s

msjohnsmith]

Getmapinformation(e.g.,
[navigatetocentralpark],[s
howmetraffic],[s
howmeamap]
directions,traffic,etc.)

Openanapporwebpage,or [gotoamazon.com],[o penfacebookapp],[o penfacebook.com],[o penthebusinesssectionof

installanapp thenewyorktimes],[siri,wouldyouo
penfacebookforme],[g
etcandycrushapp]

[playmesongsfromthewhitealbum],[w atchthelifeofpi],[s
howmecutekittens],[iwantto
Playorviewmedia
lookatcutekittens],[iwanttolistentoimaginedragonsradioactive]

Scheduleameeting [scheduleameetingfor9am]

Setanalarmortimer [setanalarmfor6am],[alarmfor6am],[countdowntimerfor30secs]

Herearesomeexamplesofqueriesthataren
otD
eviceActionqueries.

Query QueryisNOTaDeviceActionQuery:Explanation
[phonenumberempirestate Thereisnoactionword.Theusermaybelookingforthephonenumberwithouttheintentionof
building] callingthenumber.WellconsiderthisaK nowSimplequery.

[facebook.com] Thereisnoactionword,suchasopen.WewillconsiderthisaW
ebsitequery.

[amazon.com] Thereisnoactionword,suchasopen.WewillconsiderthisaW
ebsitequery.

Thereisnoactionword,suchascallortext.WewillconsiderthisaK
nowqueryfor
[annejones]
information.

12.7.3WebsiteQueries

TheintentofaW ebsiteq ueryistolocateaspecificwebsiteorwebpagethatusershaverequested.Thissinglewebpage

iscalledthet argetofthequery.

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OnetypeofW
ebsitequeryisaURLQuery,whichcanbe:

Exact,perfectlyformed,workingURLs,suchas[http://www.ibm.com]or[www.ibm.com]or[ibm.com].
ImperfectURLqueries:QueriesthatlooklikeURLqueries,butarenotworkingURLs.TheseURLsdonotload
ifyoutypeorpastethemintoyourbrowseraddressbar.Evenso,webelieveusershaveaspecificpageinmind.

Herearesomeexamples.

Query LikelyUserIntent
[kayak],English(US) ViewtheKayakwebsite.

[youtube],English(US) ViewtheYouTubewebsite.

[ebay],Italian(IT) ViewtheItalianeBaywebsite.

[newyorktimehealthsection],English(US) ViewtheHealthsectionoftheNewYorkTimeswebsite.

[canon.comeosdigitalcamera],English(US) ViewtheEOSdigitalcameraspageontheCanonwebsite.

12.7.4VisitinPersonQueriesandUserLocation

Userscarrymobilephoneswiththemthroughouttheday,forexample,atwork,toschool,torestaurants,orrunning
errands.OnereasontocarryamobilephoneistohavehelpwithV
isitinPersonqueries,suchasfindingcoffeeshops,
gasstations,ATMs,restaurants,etc.BecausemobilephonesareoftenusedforV isitinPersonqueries,makesureto
considervisitinpersonintentasapossibilityformobilephoneusers.

Somequeriesclearlyaskfornearbyinformationornearbyresults(e.g.,businesses,organizations,othernearbyplaces).
Somequeriesarenotaskingfornearbyinformationornearbyresults.Herearesomeexamples.

QuerieswithVisitinPersonIntent QuerywithNonVisitinPersonIntent

Moreexamples:[bostonredsox],[washingtonpost],[scrabble
Moreexamples:[pizza],[yogaclass],[coffeeshops],[movie
cheat],[definitionofsedentary],[aapl],[beyonce],[angrybirds],
showtimes],[carrepair],[dentists],[bankofamericaatm
[smalldogbreeds],[dancevideos],[oscars2012],[pickuplines],
locations],[starbucksnearme]
[bankofamericalogin]

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Andsomequeriescouldgoeitherway.Someusersmaywantnearbyresultsandothersmaynot.

Herearesomeexamplesofquerieswithbothvisitinpersonandnonvisitinpersonintent:

[hotels]
[postoffice]
[applestore]
[citibank]
[bestbuy]
[officedepot]
[target]
[library]
[bankofamerica]
[thegap]

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Sometimes,theuserlocationcanchangeourunderstandingofthequery.ForusersclosetoSunnyvale,California,the
query[turmeric]couldhavetwodifferentinterpretations:apopularrestaurantnamedTurmericorthespiceturmeric.

Inmostotheruserlocations,thereisnorestaurant(oranythingelse)namedTurmericandthereisjustoneinterpretation
ofthequery[turmeric]:thespice.TheSunnyvalerestaurantisnotwellknownoutsideofSunnyvale,California.

Useyourcommonsensewhenthinkingaboutqueriesandwhethertheyhavepossiblevisitinpersonintent.

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12.7.5QuerieswithMultipleUserIntents

Manyquerieshavemorethanonelikelyuserintent.Pleaseuseyourjudgmentwhentryingtodecideifoneintentismore
likelythananotherintent.

Query LikelyUserIntent
Dependingontheuserneedandlocation,usersmaywanttovisittheofficialhomepage(W
ebsite),
[harvard]
getdirections(VisitinPerson),orlearnmoreabouttheschool(K
now).

MostuserswanttogotoanearbyWalmart(V
isitinPerson)orviewthehomepagetoshoponline
[walmart]
(Website).Someorfewusersmaywanttolearnmoreinformationaboutthecompany(K now).

12.8 UnderstandingResultBlocks

Thefollowingsectionscontainexamplesofdifferenttypesofqueriesandresults.Intheseguidelines,please
assumethattheresultblocksandpagesareeasytouseonthephone,unlessotherwisenoted.

12.8.1WebSearchResultBlockExamples

WebSearchResultBlockstypicallyhaveatitlelink,aURLandasnippetoftextdescribingthepage.Formanyqueries,
WebSearchResultBlocksarethemosthelpfultypeofresult.

Query,UserLocation,UserIntent WebSearchResultBlock

Query:[cuisinartfoodprocessorreviews]

UserLocation:OklahomaCity,Oklahoma

UserIntent:ThisisaK nowquery.Theuser
wantstofindrecentreviewsofCuisinartfood
processors.

Result:ThisisaWebSearchResultBlock
thathasalinktoalandingpagewithCuisinart
reviews.

Query:[broadwaytickets]

UserLocation:NewYorkCity,NewYork

UserIntent:ThisisaK
nowqueryorD
o
query.Theuserwantstosearchpricesand/or
purchaseticketstoaBroadwayshowinNew
YorkCity.

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12.8.2SpecialContentResultBlockExamples

SpecialContentResultBlocks(SCRBs)appearinthesearchresultspage,alongwithWebSearchResultBlocks.They
arefrequently,butnotalways,thefirstresultonthesearchresultspage.

SpecialContentResultBlocksaredesignedtoshowcontentdirectlytousersonthesearchresultspage.Fromworking
calculatorstoplayablevideostointeractiveweatherinformation,theseresultshelpusersimmediatelygetinformationor
content,andmaynotrequireadditionalclicksorpageloads.

Becausemobilephonescanbedifficulttouse,SCRBscanhelpmobilephoneusersaccomplishtheirtasksveryquickly,
especiallyforcertainK nowSimple,V isitinPerson,andD oqueries.

Important:Pleaseassumethatanyinteractivefeaturesworkandfunctionproperly.Somenotes:

Allresultblocksarescreenshotsorimagesofsearchresultswithprominentlinksenabled.Unfortunately,a
screenshotorimageofaninteractiveresultblockwillnotfunctionasitwouldforarealuser.F
orthepurposeof
rating,pleaseassumethatinteractiveresultblocksdofunctionasintended.Trytointeractwiththeresult
blockassomelinks,buttons,orotherfeaturesmaywork.

Theremaybeadelaybetweenwhentheratingtaskiscreatedandwhenyouactuallyratetheblock,causing
someinformationinspecialcontentresultblockstobeafewhoursorevendaysoutofdate.Stockpriceor
weatherinformationalblocksaredesignedtogiveusersextremelycurrentandtimelyinformation.However,due
toadelayinratingtime,theinformationmaynolongerbeaccurate.Dontpenalizeaspecialcontentresultblock
forbeingoutofdate.A
ssumethattheblocksshowcurrentinformationforusers,unlessinstructed
otherwise.

Query,UserLocation,UserIntent SpecialContentResultBlock

Query:[weather]

UserLocation:Chicago,Illinois

UserIntent:ThisisaK
nowSimplequery
sincemobileusershaveafairlysimple
informationalneed:findthecurrent
temperatureandchanceofrainorsnow.The
userwantstoknowtheweatherfortheUser
Location.

Note:Assumetheblockshowscurrent
informationforusers.

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 Query,UserLocation,UserIntent SpecialContentResultBlock

Query:[emmastonemovies]

UserLocation:DesMoines,Iowa

UserIntent:ThisisaK nowquery.Theuser
wantstogetinformationonmovieswithEmma
Stone.

Result:Inthisresultblock,userscan
immediatelyseesomepopularmoviesstarring
EmmaStone,withanoptiontoclickonthe
linkstolearnmoreabouteachmovie.Users
canalsoswipetoseealistofmoremovies.

Query:[caloriesinabanana]

UserLocation:Oakland,California

UserIntent:ThisisaK
nowSimplequery.
Theuserwantstofindouthowmanycalories
areinabanana.

Query:[baseballscores]

UserLocation:Wichita,Kansas

UserIntent:ThisisaK
nowq uery.Theuser
wantstofindthemostrecentMajorLeague
Baseballscores.

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 Query,UserLocation,UserIntent SpecialContentResultBlock

Query:[coldplayfixyouvideo]

UserLocation:NewOrleans,Louisiana

UserIntent:ThisisaD
oquery.Theuser
wantstowatchthemusicvideoforthesong
FixYoubyColdplay.

Result:Byclickingonthisresultblock,users
canplaythemusicvideoforthesongontheir
phone,learnmoreabouttheartist/album,etc.

Query:[whatisthetallesttree]

UserLocation:Boise,Idaho

UserIntent:ThisisaK
nowS implequery.
Theuserwantstoknowwhattypeoftreeis
thetallest.

12.8.3DeviceActionResultBlockExamples

AmobilephoneshouldrespondtoaD
eviceActionqueryanddowhattheuserisasking.IftheblockisaD eviceAction
querytoopenanapp,pleaseassumethattheuserhastheappinstalledontheirphone.Ifthequeryistodownloadthe
app,pleaseassumethattheuserdoesnothavetheappinstalledontheirphone.

Query,UserLocation,UserIntent,Result DeviceActionResultBlock

Query:[openangrybirds]

UserLocation:LittleRock,Arkansas

UserIntent:ThisisaD eviceActionquery.
TheuserwantsthedevicetoopentheAngry
Birdsappsohe/shecanplaythegame.

Result:Inthisresultblock,userscanclickthe
linktoopentheapp.

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Query,UserLocation,UserIntent,Result DeviceActionResultBlock

Query:[gotoamazon.com]

UserLocation:GlendaleCalifornia

UserIntent:ThisisaD eviceActionquery.
Theuserwantstogotoamazon.comto
interactwiththewebsite.

Result:Inthisresultblock,userscanclick
thelinkstogodirectlytothewebsite.

Query:[setalarmfor5oclockam]

UserLocation:Tacoma,Washington

UserIntent:ThisisaD eviceActionquery.
Theuserwantstosetthedevicesalarmtogo
offat5:00AM.

Result:Inthisresultblock,thequeryhas
initiatedthealarmonthephonetobesetfor
5:00AM.

Query:[sendtexttomom]

UserLocation:Tacoma,Washington

UserIntent:ThisisaD
eviceActionquery.
Theuserwantstosendatextmessagetoa
contactnicknamedMom.

Result:InthisDeviceActionResultBlock,
thequeryhasinitiatedatexttothecontact
nicknamedMom,withanoptiontotext
eithertheworkormobilenumber.

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 Query,UserLocation,UserIntent,Result DeviceActionResultBlock

Query:[callbestbuy]

UserLocation:MountainView,California

UserIntent:ThisisaD
eviceActionquery.
TheuserwantstocallthenearestBestBuy
store.

Result:InthisDeviceActionResultBlock,the
queryhasinitiatedacalltothenearestBest
Buylocation.

12.8.4HowDeviceActionResultsareDisplayedinRatingTasks

Importantnote:Usersissuingqueriesactuallyexperiencethephonesresponsetothequery,whileratersaregivena
descriptionofit.IfaniPhoneusersaysSiri,callMom,theiPhonedisplaysavisualprompttoshowthatitsdialinga
phonenumber.Intheseratingtasks,youwillseeadescriptionofthisaction.

Pleasealsoassumethatthephonesuccessfullyperformstheactioninafullysatisfyingway.

BelowaresomeadditionalexamplesofD eviceActionqueries,alongwiththecorrespondingactiontextdisplayedinthe
ratingtask.

Thisiswhattheu
serseesonhisorherphoneforthe
Thisiswhaty
ou(therater)m
ightseeintheratingtask
DeviceActionquery

Theleftsideshowswhattheuserseesonthephoneforthequery[setalarmfor30mins],whiletherightsideshowsthe
actiontextthatyou(therater)mightseeintheratingtask.Thetextontherightindicatesthattheuserissuedthe
queryat1:48PM(13:48:00),andthedevicehassetitsalarmtogooff30minuteslaterat2:18PM(14:18:00).

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 Thisiswhattheu
serseesonhisorherphoneforthe
Thisiswhaty
ou(therater)m
ightseeintheratingtask
DeviceActionquery

Theleftsideshowswhattheuserseesonthephoneforthequery[openfacebookapp].Inthiscase,thephoneshows
anOpeningappmessageandthenopenstheapp.Therightsideshowstheactiontextthatyou(therater)mightsee
intheratingtask.ThetextindicatesthatthedevicerespondedbyopeningtheFacebookappontheusersphone.

Theleftsideshowswhattheuserseesonthephoneforthequery[calldan],whiletherightsideshowstheactiontext
thatyou(therater)mightseeintheratingtask.TheuserwantstodialthenumberstoredforthecontactDanonthe
device.Thistextindicatesthatthedevicerespondedbydisplayingthecontactsphonenumberanddialingthenumber.

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 Thisiswhattheu
serseesonhisorherphoneforthe
Thisiswhaty
ou(therater)m
ightseeintheratingtask
DeviceActionquery

ForsomeD eviceActionqueries,thedevicedisplaysalistofoptionstochoosefrombeforeitcanrespondtothe
DeviceActionquery.Hereisanexampleforthequery[calltarget].TheuserisshownalistofTargetstoresinthe
areatochoosefrom.ThisexampleshowsthattheDeviceActionresulttakenbythedevicewillbetocallthedesired
Targetstoreaftertheusermakeshis/herselection.

Hereisanexampleforthequery[playadele].Theuserisshowna"Playmedia"typeofresult.Inthiscase,sincethe
userwantstoplaymusic,theDeviceActionresultshownisa"PlayMusic"buttontoclick.Clickingthisbuttonwillplay
thespecifiedsongiftheuserhasthesongonhis/herdevice.Ifnot,clickingtheresultboxwillgivetheuseroptionsto
hearthespecifiedsongonline.

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12.9 RatingonYourPhoneIssues

Weunderstandthatratersusingdifferentphones,operatingsystems,andbrowsersmayhavedifferentexperiences.In
general,dowhatyouwoulddonaturally,andratebasedonyourexperience.Herearesomeadditionalpointstokeepin
mindwhenyouareratingonyourphone:

Ifyouseeoneofthesemessageswhenyouopenalandingpageonyourphone:

o Askswhetheryouwanttoopenthepageinthebrowserorthewebsitesapp:selectandevaluatethe
webpage.However,iftheresultautomaticallyopensanappbydefaultbasedonyourphonessettings
(e.g.someusershavesetallYouTubepagestoautomaticallyopentheresultintheYouTubeapp),you
shouldrateyournaturalappexperienceyoudonothavetochangeyourphonesdefaultsettings.
o Askswhetheryouwanttovisitthemobilepageordesktoppage:itisfinetoselectthemobilepageas
longasthelandingpageisthesame.Sometimes,themobileoptionwillbringyoutothemobile
homepageinsteadofthespecificURLinthetask.Youmayneedtocheckthatthemobilepageisinfact
thesameURLasthedesktoppage.

PleaseopenandlookatPDFfiles.Yourexperiencemaybeeasierorharderthanotherusersdependingonyour
phoneandbrowser,butyoushouldstillopenthePDFfileandlookatit.

Occasionally,youmaybeassignedsomeoftheseratingtasksonadesktopcomputer,butpleaseratefromthe
perspectiveofamobileuserunlessotherwiseinstructed.

Youshouldassumequerieswereissuedonasmartphone.Forsomequeries,thereareresultsthatarehelpfulfor
specifictypesofphonesforexample,someappswillonlyworkonanAndroidoriPhone.Pleaseassumethat
querieswithdevicespecificresultswereissuedonanAndroiddevice,unlessexplicitlystatedotherwiseinthe
instructions.

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Part3:NeedsMetRatingGuideline

13.0 RatingUsingtheNeedsMetScale

There are many different kinds of queries andresults,buttheprocessofratingisthesame:NeedsMetratingtasksask

youtofocusonmobileuserneedsandthinkabouthowhelpfulandsatisfyingtheresultisforthemobileusers.

ThisiswhattheNeedsMetratingsliderlookslike:

Rating Description

Aspecialratingcategory,whichonlyappliestocertainqueriesandresults.A
lloralmostall
FullyMeets(FullyM) mobileuserswouldbeimmediatelyandfullysatisfiedbytheresultandwouldnotneedto
viewotherresultstosatisfytheirneed.

HighlyMeets(HM) Veryhelpfulformanyormostm
obileu
sers.Someusersmaywishtoseeadditionalresults.

HelpfulformanyusersORveryhelpfulforsomemobileusers.Someormanyusersmay
ModeratelyMeets(MM)
wishtoseeadditionalresults.

Helpfulforfewermobileusers.Thereisaconnectionbetweenthequeryandtheresult,but
SlightlyMeets(SM) notastrongorsatisfyingconnection.Manyormostuserswouldwishtoseeadditional
results.

Completelyfailstomeettheneedsofthemobileusers.Alloralmostalluserswouldwishto
FailstoMeet(FailsM)
seeadditionalresults.

Please note that you may assign inbetween ratings. Use inbetween ratings if you think the rating of a result falls
betweentwolabels.Youcaneitherdragthesliderorclickonthepointthatyouwanttheslidertolandon.

13.1 RatingResultBlocks:BlockContentandLandingPages

ForNeedsMetrating,youwillassignaratingtoeachresult.Eachresultincludesthecontentinsidetheresultblockand
landingpagesassociatedwiththeresult.

Whichpartoftheresultdoyourate?Itdependsonboththequeryandtheresultblock:

TypeofBlock WhattoRate

SpecialContentResultBlock
(SCRB)
Note:Assumethatinteractive
resultblocksfunctionasintended.
Trytointeractwiththeresultblock
assomelinks,buttons,orother
featuresinyourratingtaskmay
work.
Thecontentinsidethistypeofblockshouldalwaysplayalargeroleinyourrating.
Inaddition,thinkaboutwhetherauserwouldclickonthelink(s)ifavailable,inorder
tosatisfytheiruserneed.
Ifmostuserswouldnotclick,ratetheSpecialContentResultBlockbased
ontheblockcontentalone.
Ifsomeormanyuserswouldclick,youmayconsiderthehelpfulnessofthe
landingpage(s)inadditiontothecontentintheblock.Inthiscase,b oth
needtobehelpfultojustifyahighrating.Ifeitherthecontentintheblock
oronthelandingpageisunhelpful,givealowrating.

WebSearchResultBlock Aclickisrequired,andyoushouldevaluatethelandingpagetoassignarating.

DeviceActionResultBlock Baseyourratingonthehelpfulnessoftheactionitself.

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Forexample,thinkaboutthequery[whatdoeslovemean].

ResultBlock Query:[whatdoeslovemean] Rating

Mostuserswouldprobablynotclickon
theSpecialContentResultBlock,
becausetheblockcontainsalarge
amountofhelpfulcontentandhasno
SpecialContentResultBlock obviouslandingpagelinkassociated
withit.

Therefore,baseyourratingonthe
contentinsidetheblockitself.

Inthiscase,userswouldhavetoclickon
thewebsearchresultinordertogetan
answertothequestion.
WebSearchResultBlock

Therefore,baseyourratingonthe
contentofthelandingpage.

Whiletheblockcontentmaybehelpful,
thisquestionmayrequireamorein
depthanswerforsomeusers.Someor
manyusersmightclickonthelink,in
SpecialContentResultBlock additiontolookingatthecontentinthe
blockitself.

Therefore,baseyourratingonboththe
blockandthelandingpage.

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HerearesomeexamplesofSpecialContentResultBlockswheretheblockshouldberatedprimarilyonthecontentinside
theblockitself.Asalways,pleaseuseyourjudgment.

QueryandSpecialContentResultBlock

Query:[utopiaanimalhospital] Query:[chicagoweather] Query:[caloriesinabanana]

Query:[howtofindsecuritycodeon Query:[howdidLincolndie] Query:[moviessanfrancisco]
visa]

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13.2 FullyMeets(FullyM)

FullyMeetsisaspecialratingcategory,whichcanbeusedinthefollowingsituations:

Thequeryanduserneedmustbespecific,clear,andunambiguous.
Theresultmustbefullysatisfyingformobileusers,requiringminimaleffortforuserstoimmediatelygetoruse
whattheyarelookingfor.
Alloralmostalluserswouldbecompletelysatisfiedbytheresultusersissuingthatquerywouldnotneed
additionalresultstofullysatisfytheuserintent.

Inotherwords,theF ullyMeetsr atingshouldbereservedforresultsthatarethecompleteandperfectresponseor

answersothatnootherresultsarenecessaryforalloralmostalluserstobefullysatisfied.

YouwillneedtouseyourjudgmenttodecidewhetheraresultblockcanF ullyMeettheuserneed.Herearesome
scenarioswhentheF ullyMeetsratingisappropriate:

Theuserisclearlylookingforaspecificwebpageorwebsiteandtheresultblockwiththespecificwebpageor
websiteF ullyMeetstheusersneed.
Theuseristryingtocompleteadeviceactionandtheresultblockaccomplishesthedesiredrequest.
Theuserislookingforaveryspecificfactorpieceofinformationandtheresultblockprovidestheinformation
immediately,thoroughly,accurately,andclearly.Nootherresultswouldbeneeded.BeforeusingtheF ullyMeets
ratingforqueriesseekingaveryspecificfactorpieceofinformation,youmustcheckforaccuracyandconfirm
thattheinformationissupportedbyexpertconsensuswheresuchconsensusexists.

FullyMeetsm ayapplyinothersituationsaswell.Askyourselfwhethertheresultblockaloneistheperfectandcomplete
resultthatwouldfullysatisfyalloralmostallusers.BeconservativewhenusingtheF ullyMeetsrating.Whenindoubt,
consideralowerrating.

Note:Ifaresultblockisveryclosetobeingfullysatisfying,buttheblockalonemaynotbesufficientinordertofullysatisfy
alloralmostallusers,aratingofH
ighlyMeets+maybeappropriate.

Sometimesyouhavetothinkabouthowspecifictheuserneedisandwillneedtomakeajudgmentcallonwhetheritis
specificenoughtopossiblyhaveaF ullyMeetsrating.

13.2.1ExamplesofFullyMeets(FullyM)ResultBlocks

QueryandUserIntent Result Rating FullyMeetsExplanation

Whatyoumightseeinthe
Query:[amazon.com] ratingtask:

UserLocation: Action:Openaspecific Thequeryhasclearintenttogo
Austin,Texas webpage toamazon.comandthephone
isopeningthespecifiedwebsite.
UserIntent:Goto URL:http://www.amazon.com/
amazon.com.
WebsiteName:Amazon.com:
OnlineShoppingfor
Electronics,Apparel,
Computers...

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QueryandUserIntent Result Rating FullyMeetsExplanation
Query:[amazon]
Thequeryhasclearintenttogo

totheamazon.comwebsite.
UserLocation:
Whiletheremaybeother
Austin,Texas interpretationsforthequery,the

dominantoneisbyfarthe
UserIntent:Gotothe
website.
Amazonwebsite.

Query:[targetwebsite]

UserLocation:Jacksonville,
Thequeryhasclearintenttogo
Florida totarget.com.

UserIntent:GototheTarget
website.

Query:[shopnordstrom
online]

UserLocation:Monterey,
Thequeryhasclearintenttogo
California totheNordstromwebsite.

UserIntent:Gotothe
Nordstromwebsiteforonline
shopping.

Query:[titanicimdb]

UserLocation:Lexington,
Thequeryhasclearintenttogo
Kentucky totheIMDbpageforTitanic.

UserIntent:GototheIMDb
pageforTitanic.

Query:[www.yahoo.c0m]

Eventhoughthisisanimperfect
UserLocation:Denver,
URLquery,itscleartheuser
Colorado wantstogototheYahoo

website.
UserIntent:GototheYahoo
website.

Query:[cnnhealth]

UserLocation:Annapolis, Thequeryhasclearintenttogo
Maryland totheHealthsectionofthe
cnn.comwebpage.
UserIntent:GototheHealth
sectionofcnn.com.

Query:[cnn] Thequeryhasclearintentto
accessCNNnewsandcontent.
UserLocation:Annapolis, Itisnotclearwhethertheuser
Maryland hastheappinstalled,butthe
websitehasthecontenttheuser
UserIntent:GototheCNN issearchingfor,andfully
website. satisfiestheuserintent.

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QueryandUserIntent
Query:[yelp]
UserLocation:Raleigh,
NorthCarolina
UserIntent:OpentheYelp
apporgotothewebsiteat
yelp.com.
Query:[lebronjamesstats
basketballreference.com]
UserLocation:
Miami,Florida
UserIntent:Gototheplayer
statisticspageforLeBron
Jamesonaspecificwebsite.
Query:[openinstagram]
UserLocation:
LagunaBeach,California
UserIntent:Openthe
Instagramappontheusers
device.
Query:[openbingsearch
app]
UserLocation:Dallas,Texas
UserIntent:OpentheBing
Searchappontheusers
device.
Result Rating FullyMeetsExplanation
ThisresultF ullyMeetstheuser
needwhethertheywanttheYelp
apportheYelpwebsite,which
arebothpopular.
Note:Ifyouseethiskindof
result,assumethattheuserhas
theappinstalledontheirphone.
ClickingontheYelplinkabove
thelogoopenstheappdirectly,
andclickingontheOpenon
yelp.comlinkgivestheoptionof
openingtheapporwebsite.
Thequeryhasclearintenttogo
totheplayerstatisticspagefor
LeBronJamesonaspecific
website,
basketballreference.com.
Whattheusersees:
ThisD eviceActionqueryis
Whatyoumightseeinthe clearandspecific:theuser
ratingtask: wantstoopentheInstagram
app.Theresultblockshowsthe
Action:Openanapp phoneintheprocessofopening
thespecifiedappitF ully
App:Instagram Meetstheuserneed.
Theresultblockshowsthatthe
phonehasdetectedthattheapp
isnotinstalledandgivesthe
optionofdownloadingtheapp.
ThisresultF ullyMeetstheuser
need.
Note:Rememberthatyou
shouldassumethatqueries
wereissuedonanAndroid
devicewhenratingDevice
ActionResultBlocks,unless
explicitlystatedotherwiseinthe
instructions.Therefore,the
GooglePlayresultforthisquery
isappropriate.
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QueryandUserIntent Result Rating FullyMeetsExplanation
Whattheusersees:
Query:[openfacebookapp]
ThisD eviceActionqueryis

clearandspecific:theuser
UserLocation:Richmond,
Whatyoumightseeinthe wantstoopentheFacebook
Virginia
ratingtask: app.Theresultblockshowsthe

phonesconfirmationthatitis
UserIntent:Openthe
Action:Openanapp openingtheappitF ullyMeets
Facebookappontheusers
theuserneed.
device.
App:Facebook

Whattheusersees:

Query:[setalarmfor5 ThisD eviceActionqueryis

oclockam] clearandspecific:theuser
wantstosetthephonesalarm
UserLocation:Tacoma, Whatyoumightseeinthe clockfor5:00AM.Theresult
Washington ratingtask: blockshowsthephoneinthe
processofsettingthealarmat
UserIntent:Setthedevices Action:Setalarm thespecifiedtimeitF ully
alarmtogooffat5:00AM. Meetstheuserneed.
AlarmTime:5:00AM

ChefChusisaChinese
restaurantlocatedintheuser
location.Thisresultblock
Query:[chefchuphone immediatelyshowsthecorrect
number] phonenumberwiththeoptionto
callthenumberdirectlyonthe
UserLocation:LosAltos, deviceitF ullyMeetstheuser
California intent.

UserIntent:F indthephone Note:Youmustcheckfor
numberfortherestaurant accuracybeforeusingtheF ully
calledChefChus. Meetsrating.Youcanverify
thatthephonenumberinthis
SCRBiscorrectbychecking
ChefChu'sofficialwebsite.

Whattheusersees: ThisD eviceActionqueryis

clearandspecific:theuser
wantstocallthenearestBest
Query:[callbestbuy] Buystore.Theresultblock
showsthephoneintheprocess
Whatyoumightseeinthe ofcallingthestorewiththe
UserLocation:Mountain ratingtask: correctphonenumberitF ully
View,California Meetstheuserneed.
Action:Makeacall
UserIntent:Callthenearest Note:Youmustcheckfor
BestBuystore.Notethat BusinessName:BestBuy accuracybeforeusingtheF ully
thereisonlyoneBestBuy Meetsrating.Youcanverify
storelocatedinMountain Location:2460ECharlestonRd, thatthephonenumberinthis
View. MountainView,CA94043 DeviceActionblockiscorrectby
checkingBestBuy'sofficial
Phonenumber:(650)9030591 websiteforthelocationin
MountainView.

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QueryandUserIntent Result Rating FullyMeetsExplanation
Whattheusersees:

Query:[openmapofitaly] ThisDeviceActionqueryis
clearandspecific:theuser
UserLocation:Baltimore, Whatyoumightseeinthe wantstoseeamapofItaly.The
Maryland ratingtask: resultblockshowsamapwitha
linktoopenitinGoogle
UserIntent:Openamapof Action:Openmap MapsitF ullyMeetstheuser
Italyontheusersdevice. need.
Location:Italy

Whattheusersees:

ThisD eviceActionqueryis
Query:[navigatetoyosemite clearandspecific:theuser
nationalpark] Whatyoumightseeinthe wantstonavigatetoYosemite
ratingtask: NationalPark.Theresultblock
UserLocation:Seattle, showsthephoneintheprocess
Washington Action:Navigation ofopeninguptheNavigation
app,whichwillgivetheuser
UserIntent:Navigateto Destination:YosemiteNational turnbyturndirectionsfromthe
YosemiteNationalParkfrom Park userslocationitF ullyMeets
theuserslocation. theuserneed.
DestinationAddress:Yosemite
Village,CA95389

Query:[howtofindsecurity Theresultblockdisplaysthe
codeonvisa] completeandcorrectanswer
prominentlyintheresultblock,
UserLocation:Chicago, inawaythatiseasyforusers
Illinois onmobiledevicestoread.The
blockalsoincludesanimage
UserIntent:Findouthowto showingusersexactlywhereto
locatethesecuritycodeona findthecode,andtheblock
Visacard. FullyMeetstheuserneed.

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QueryandUserIntent Result Rating FullyMeetsExplanation

Theresultblockdisplaysthe
Query:[starbucksstock completeandcorrectanswer
price] prominentlyintheresultblock,
inawaythatiseasyforusers
UserLocation:Alexandria, onmobiledevicestoreadit
Virginia FullyMeetstheuserneed.

UserIntent:F indthecurrent Note:Assumethattheresult
stockpriceforStarbucks. showscurrentinformationfor
users.

Query:[newyorkcity Theresultblockdisplaysthe
population2012] completeandcorrectanswer
prominentlyintheresultblock,
UserLocation:Pasadena,
California inawaythatiseasyforusers
onmobiledevicestoreadit
FullyMeetstheuserneed.
UserIntent:F indthe
populationofNewYorkCity
backin2012.

Theresultblockdisplaysthe
completeandcorrectanswer
prominentlyintheresultblock,
Query:[whatistheweather inawaythatiseasyforusers
forecastfortoday] onmobiledevicestoreadit
FullyMeetstheuserneed.
UserLocation:
MountainView,California
Rememberthatweconsider
weatherqueries,likethisone,to
UserIntent:F indweather beaK nowSimplequeryfor
forecastinformationforthe mobilephoneusers.
currentdayinMountainView,
California. Note:Assumetheresultshows
currentinformationforusers.

Theresultblockdisplaysthe
completeandcorrectanswer
Query:[londontime]
prominentlyintheresultblock,

inawaythatiseasyforusers
UserLocation:NewYork,
onmobiledevicestoreadit
NewYork FullyMeetstheuserneed.


UserIntent:Findthecurrent Note:Assumethattheresult
timeinLondon.
showscurrentinformationfor
users.

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QueryandUserIntent Result Rating FullyMeetsExplanation
Query:[whoisthechancellor
ofgermany]
Theresultblockdisplaysthe

completeandcorrectanswer
UserLocation:NewYork,
prominentlyintheresultblock,
NewYork inawaythatiseasyforusers

onmobiledevicestoreadit
UserIntent:Findthename FullyMeetstheuserneed.
ofthecurrentChancellorof
Germany.

Query:[chevronatshoreline
andmiddlefield]
Theintentistovisitthespecific
UserLocation:M ountain gasstationspecifiedbythe
View,California user.Thisresultblockisforthe
specifiedChevronlocation,with
UserIntent:Findthespecific informationtovisitthislocation
gasstationspecifiedbythe inperson.
userinordertovisitthe
locationinperson.

Theresulthasexactlywhatthe
Query:[decemberistscrane
userwants,displayingthelyrics
wife3lyrics]
tothespecifiedsongclearlyand

completelyinsidetheresult
UserLocation:LongBeach,
block.Theuserdoesnotneed
California toclicktoanewpagetoseethe

completelyricsforthissong.
UserIntent:Seethelyricsto

TheDecemberistssong
Note:Thelyricspostedon
calledCraneWife3.
GooglePlayarelicensed.

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 QueryandUserIntent Result Rating FullyMeetsExplanation

Theintentistofindgasstations
nearthespecificuserlocation,
representedbythebluedoton
themap.

Thisresultblockhasavery
satisfyinglistofnearby,popular,
andprominentoptionswithin
onemileofthespecificlocation.
Query:[gasstationsnear
Thiskindofblockisespecially
me]
helpfulforuserswhowantto

visitthebusinessinperson.
UserLocation:M ountain

View,California
Thisresultwouldbevery

convenientformobileuserswho
UserIntent:Findgas
needgasimmediately,
stationsneartheuser
especiallyforthosewhoare
location.Notethatthismay
drivingandcannoteasilyuse
beanurgentquery.
theirphone.


Note:Arangeisincluded
becausesomeuserswouldbe
fullysatisfiedwiththese
selections,whilesomeusers
wouldwantmoreinformation
(e.g.,gasprices,hours,distance
fromlocation,longerlistof
options).

Theintentistofindcoffeeshops
nearthespecificuserlocation,
representedbythebluedoton
themap.

Thisresultblockhasavery
satisfyinglistofnearby,popular,
andprominentoptionswithina
fewmilesofthespecific
Query:[nearbycoffeeshops] location.Thiskindofblockis
especiallyhelpfulforuserswho
UserLocation:Mountain wanttovisitthebusinessin
View,California person.Notethattheseblocks

areinteractiveclickingona
UserIntent:F
indcoffee coffeeshopwillgiveoptionsto
shopsneartheuserlocation. callthebusiness,getdirections,
readreviews,etc.

Note:Arangeisincluded
becausesomeuserswouldbe
fullysatisfiedwiththese
selections,whilesomeusers
wouldwantmoreinformation
(e.g.,hours,distancefrom
location,longerlistofoptions).

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QueryandUserIntent
Query:[1600pennsylvania
avewashingtondc]
UserLocation:Bakersville,
California
UserIntent:Findamap,
directions,informationabout
whatislocatedatthis
address,etc.
Query:[metrocenterstation]
UserLocation:A dams
Morgan,WashingtonD.C.
UserIntent:T heuserwants
toseeamap,schedule,
transferoptions,and/orother
traininformationfortheMetro
Centerstation,giventhatthe
userisclosetothequeried
station.
Result Rating FullyMeetsExplanation
Thisblockcontainsamapwith
thequeriedaddress,linktoget
directions,andspecifiesthe
landmarkatthewellknown
addressonthemap(TheWhite
House).
Itsnotunusualtosearchforan
address(orbusiness)thatisfar
fromtheuserlocation.Here,
theuserhasexplicitlyaskedfor
aspecificaddressinafaraway
place,andthisresultisvery
satisfying.Foraquerythis
specific,theuserlocationdoes
notchangetherating.
Note:Arangeisincluded
becausesomeuserswouldbe
fullysatisfiedwiththisresult,
whilesomeuserswouldwant
moreinformation(e.g.,photos,a
briefdescription).
Thisblockcontainsamap,link
togetdirections,departure
timesforthemultipletrainlines
thatoperateatthisstation,link
toadetailedschedule(i.e.,the
Departureboard),andan
optiontoseemoreinformation.
Sincetheuserislocatedinthe
samecityasthestation,the
informationinthisblockishighly
satisfying.
Note:A rangeisincluded
becausesomeuserswouldbe
fullysatisfiedwiththisresult,
whilesomeusersmaywant
moreinformation(e.g.,nearby
attractions,ticketprices).
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13.2.2ExamplesofQueriesthatCannotHaveFullyMeetsResults

Therearesomequeriesthatc annothaveaFullyMeetsresult.Herearesomeexamples.

TypeofQuery Example NoFullyMeetsResult:Explanation

Thisisabroadinformationalquery.Knitting
isanactivityanyonecandoandthatanyone
cancreateawebsitefor.Differentusers
maywantdifferenttypesofcontent:videos,
[knitting] instructions,patterns,etc.Thereisnoone
Broadquerieswhereno officialsourceforknittinginformationandno
singleresultcouldfully oneresultcouldsatisfymostusers.
satisfyallusers Therefore,noF ullyMeetsresultispossible
forthisquery.

Famousnames Thisisabroadinformationalqueryanditis
impossibletoknowexactlywhattheuseris
e.g.,[barackobama] lookingfor.

Thereisnodominantinterpretationforthis
query.Thefollowingentitiesareallcommon
interpretations:AmericanswithDisabilities
Act,AmericanDentalAssociation,and
[ada]
AmericanDiabetesAssociation.Whileeach
interpretationhasanofficialhomepage,
noneisF
ullyMeetssincethereisno
dominantinterpretation.
Ambiguousqueries Queriesforpeoplesnamescanbetricky.
withoutaclearuserintent Manyormostpeoplequeriesdonothavea
ordominantinterpretation dominantinterpretation.Evenunusual
soundingnamequeriesmaynothavea
Nonfamouspeoplenames dominantinterpretation.Forexample,the
queries[samwen],[trannguyen],and[david
e.g.,[samwen] mease]canhavenoF ullyMeetsresult
becausetherearemultiplepeoplewitheach
ofthesenames,anditisnotclearthatmost
usersarelookingforanyoneparticular
individual.

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13.3 HighlyMeets(HM)

AratingofHighlyMeetsisassignedtoresultsthatmeettheneedsofmanyormostusers.H ighlyMeetsresultsare
highlysatisfyingandagoodfitforthequery.Inaddition,theyoftenhavesomeorallofthefollowingcharacteristics:high
quality,authoritative,entertaining,and/orrecent(e.g.,breakingnewsonatopic).

InordertoreceiveaH
ighlyMeetsrating,informationpagessuchasencyclopediaarticlesandnewsarticlesmustbe
accurateandhighlycredible.H ighlyMeetsmedicalandscientificinformationpagesmustrepresentwellestablished
scientific/medicalconsensusunlesstheuserisclearlyseekinganalternativeviewpoint.Forallinformationpages,you
mustcheckforaccuracyandconfirmthattheinformationissupportedbyexpertconsensuswheresuchconsensusexists.

AquerycanhavemanyH ighlyMeetsr esults.

HavehighstandardsfortheH ighlyMeetsrating.Thisisespeciallyimportantforquerieswithmanyontopicresults.

13.3.1ExamplesofHighlyMeets(HM)ResultBlocks

QueryandUserIntent Result Rating HighlyMeetsExplanation

Thisresultshowsacompletelist
Query:[traderjoes]
ofallthreelocationsinthe

Charlottearea,withinformation
UserLocation:Charlotte,
thatisespeciallyhelpfulforusers
NorthCarolina
whowanttovisitthestore.

UserIntent:Therearetwo
Note:Thisresultblockisnot
possibleuserintents:most
FullyMeetsbecauseuserswho
usersprobablywantto
wanttogotothewebsitetosee
visitanearbylocationor
coupons,promotions,etc.would
gotothewebsite.
havetoseeadditionalresults.

Thisistheofficialwebsitefor
Query:[traderjoes] TraderJoes,whichhashighly
authoritativeinformationonthe
UserLocation:Charlotte, businessesstores,promotions,
NorthCarolina recipes,news,etc.

UserIntent:Therearetwo Note:Thisresultblockisnot
possibleuserintents:most FullyMeetsbecauseuserswho
usersprobablywantto wantinformationtovisitthestore
visitanearbylocationor havetodoabitofworktofind
gotothewebsite. thatinformationitisnot
immediatelyavailable.

Query:[museumof
modernart]
Thisisthemuseumsofficial

websiteandhasveryhelpful
UserLocation:
informationaboutexhibits,
Manhattan,NewYork
membership,thestore,etc.


UserIntent:T herearetwo
possibleuserintents:most Note:Thisresultblockisnot
FullyMeetsbecauseuserswho
usersprobablywantto
wantinformationtovisitthe
visitthemuseum(notethat
museumhavetodoabitofwork
theuserislocatedinNYC
tofindthatinformationitisnot
wherethemuseumis
immediatelyavailable.
located)orgotothe
website.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Query:[museumof
Theresultblockshows
modernart]
informationaboutthemuseum,

andisespeciallyhelpfulforusers
UserLocation:
whowanttovisitthemuseum.
Manhattan,NewYork


Note:Thisresultblockisnot
UserIntent:T herearetwo
possibleuserintents:most FullyMeetseventhoughthere
isawebsitelink,itisnotvery
usersprobablywantto
satisfyingforuserswhowantto
visitthemuseum(notethat
gotothewebsitebecauseitis
theuserislocatedinNYC
notasinformativeasaweb
wherethemuseumis
searchresultblockwithatitle,
located)orgotothe
snippet,andURL.
website.

Thequeryisthenameofacar
dealershipinNewJersey,which
istheonlydealershipwiththat
nameintheuserlocation
Query:[prestigebmw] (Ramsey,NewJersey).The
resultblockshowsinformation
UserLocation: aboutthedealership,andis
Ramsey,NewJersey especiallyhelpfulforuserswho
wanttovisitthebusiness.
UserIntent:Therearetwo
possibleuserintents:most Note:Thisresultblockisnot
usersprobablywantto FullyMeetseventhoughthere
visitthecardealershipor isawebsitelink,itisnotvery
gotothewebsite. satisfyingforuserswhowantto
gotothewebsitebecauseitis
notasinformativeasaweb
searchresultblockwithatitle,
snippet,andURL.

Thisisthecardealerships
Query:[prestigebmw]
officialwebsiteandhasvery

helpfulinformationabout
UserLocation:
inventory,financing,etc.
Ramsey,NewJersey


UserIntent:Therearetwo Note:Thisresultblockisnot
FullyMeetsbecauseuserswho
possibleuserintents:most
wantinformationtovisitthe
usersprobablywantto
dealershiphavetodoabitof
visitthecardealershipor
worktofindthatinformationitis
gotothewebsite.
notimmediatelyavailable.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Thereisonlyonelibraryinthe
userlocation(Belmont,
Massachusetts).Theresult
blockshowsinformationabout
Query:[belmontlibrary] thelibrary,andisespecially
helpfulforuserswhowanttovisit
UserLocation:Belmont, thelocation.
Massachusetts
Note:Thisresultblockisnot
UserIntent:F ind FullyMeetseventhoughthere
informationaboutthis isawebsitelink,itisnotvery
libraryorgotothewebsite. satisfyingforuserswhowantto
gotothewebsitebecauseitis
notasinformativeasaweb
searchresultblockwithatitle,
snippet,andURL.

Thereisonlyonelibraryinthe
userlocation(Belmont,
California).Theresultblock
showsinformationaboutthe
Query:[belmontlibrary] library,andisespeciallyhelpful
foruserswhowanttovisitthe
UserLocation:Belmont, location.
California
Note:Thisresultblockisnot
UserIntent:F ind FullyMeetseventhoughthere
informationaboutthis isawebsitelink,itisnotvery
libraryorgotothewebsite. satisfyingforuserswhowantto
gotothewebsitebecauseitis
notasinformativeasaweb
searchresultblockwithatitle,
snippet,andURL.

Theuserintentistoobroadto

haveaFullyMeetsresult.
Query:[decemberists]
However,thisisThe

Decemberistsofficialwebsite
UserLocation:Long
andhasalotofcontentincluding
Beach,California
tourdates,musicvideos,the

latestalbum,etc.Theresultis
UserIntent:Learnmore
uniquelyauthoritativeandmost
abouttheband,The
userswouldbeverysatisfiedby
Decemberists.
thiswebsite.

Theuserintentistoobroadto
Query:[celinedion] haveaFullyMeetsresult.
However,thisisCelineDion's
UserLocation:Bellevue, officialwebsiteandhasalotof
Washington contentincludingrecentnews,
showinformation,music,photos,
UserIntent:Learnmore videos,etc.Theresultisuniquely
aboutthesingerCeline authoritativeandmostusers
Dion. wouldbeverysatisfiedbythis
website.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Query:[fearthewalking
dead] Theuserintentistoobroadto
haveaFullyMeetsresult,and
UserLocation:Mountain differentusersmaybelookingfor
View,California differentthings.

UserIntent: Thisinteractiveblockhasalarge
Findinformationaboutthe amountofhelpfulcontentfora
TVshow(e.g.,show TVshowincludingasummary,
summary,episodeguide, episodeandcastinformation,
castinformation, etc.thisresultwouldbevery
streamingoptions,etc.). helpfulformanyormostusers.

Query:[manresareviews] TheLPforthiswebresulthas
127reviewsfortherestaurant,
UserLocation:SanJose, andiseasytouseonamobile
California phone.Thefirstthreereviews
showautomatically,andthenyou
UserIntent:Findreviews canclicktoseemore.Thisresult
forthisrestaurantlocated wouldbeveryhelpfulformanyor
inLosGatos,California. mostusers.

Query:[whoisthe
chancellorofgermany]
ThisisaspecificKnowSimple

queryforthenameofthecurrent
UserLocation:NewYork,
ChancellorofGermany.While
NewYork
theanswerisinthedescriptionof
thewebresult,itisnotdisplayed
UserIntent:Theuser
prominentlyinawaythatisvery
wantstofindthenameof
easyformobileuserstoread.
thecurrentChancellorof
Germany.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Query:[broadwaytickets]
TheLPforthiswebresultoffers

manyBroadwayticketsforsale,
UserLocation:NewYork,
fromahighlytrustworthysource.
NewYork
Whileyouhavetozoominand
scrolltonavigatethesite,this
UserIntent:Research
resultwouldbeveryhelpfulfor
pricesand/orpurchase
manyormostusersbecauseitis
ticketstoaBroadway
sohighlytrustworthy.
show.

TheLPforthismobilefriendly
webresultoffersmanykids
backpacksforsale.The
Query:[kidsbackpacks]
companyiswellknownfor

manufacturingandsellinghigh
UserLocation:NewYork,
qualitybackpacksforkidsof
NewYork
differentages.Thereisalotof
productinformationandmany
UserIntent:Research userreviewsforeachbackpack,
pricesand/orpurchase
inadditiontofilteroptionsthat
backpacksforkids.
areeasytouseonaphone.This
resultwouldbeveryhelpfulfor
manyormostusers.

Query:[poisonivy] TheLPforthismobilefriendly
webresultispartofan
UserLocation:Atlanta, authoritativegovernmentwebsite
Georgia andprovidesalotofhelpful
informationaboutpoisonivy.
UserIntent:Findpictures Thisresultwouldbeveryhelpful
ofpoisonivyplants, formanyormostusers.Afewor
informationabouthowto someusersmaywishtosee
treatpoisonivy,etc. additionalresults.

Query:[michaeljordan]

TheLPofthiswebresultisa
UserLocation:Boston,
mobilefriendlyWikipediaarticle
Massachusetts
aboutMichaelJordan.This
resultwouldbehelpfulformany
UserIntent:Find ormostusers.
information,news,images,
etc.aboutMichaelJordan.

Usersarelookingforgoodor
Query:[dancevideo] entertainingdancevideosand
therearemanyoptionsonline.
UserLocation:NewYork,
NewYork Therearemanyontopicresults
forthisqueryandthisisonevery
UserIntent:Findadance popularvideoofacomedian
videotowatch. demonstratingdancestylesfrom
previousdecades.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Query:[purple
coneflowers]

Thisblockcontainsmanyhelpful
UserLocation:NewYork,
images,andthelandingpage
NewYork showsevenmoreimagesit

HighlyMeetstheuserintent.
UserIntent:Findimages
oforinformationabout
purpleconeflowers.

Query:[invasivespecies]
Theresultblockhasagood
UserLocation:St.Louis, summaryofwhatinvasive
Missouri speciesare,butsomeusers
wouldprobablywanttoseemore
UserIntent:F
indmore informationlikeexamples,
informationaboutinvasive impact,etc.
species.

ForusersinSunnyvale,
California,thequery[turmeric]
couldhavetwodifferent
interpretations:apopular
Query:[turmeric] restaurantnamedTurmericor
thespiceturmeric.Becausethe
UserLocation: userislocatedinSunnyvale,
Sunnyvale,California manymobileusersareprobably
lookingfortherestaurant.
UserIntent:F ind However,itisnotcompletely
informationaboutthe clearbecausesomeusersmay
spiceortherestaurantin wanttofindinformationaboutthe
Sunnyvale. spice.Thisresultaboutthe
restauranthassatisfying
informationforuserswhowantto
visititH ighlyMeetsthemost
likelyuserneed.

Query:[howtogetfrom
Eventhoughtheuserhasto
seattletoxpppzyfii]
reenterthedestination,the

resultblockrecognizesthatthe
UserLocation:S eattle,
userwasaskingfordirections
Washington
fromSeattle.Theuserhasto

enterthedestinationmanually
UserIntent:G etdirections
becausethenameinthequery
fromSeattletoanother
place.Notethatthe (xpppzyfii)issogarbledthat
thereisnogoodguessasto
locationinthequery
whattheusermeant.
(xpppzyfii)isgarbledand

itisimpossibletoknow Therefore,thisblockissatisfying
whattheuserwanted.
becauseithelpstheusercorrect
(Thenamewaslikely
therequestandthenimmediately
mistypedormistranscribed
getthedesireddirections.
fromavoicequery.)

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Query:[kristenwiig]
Thisisafansitededicatedto

KristenWiig.Thewebsitehas
UserLocation:NewYork,
comprehensiveinfoincluding
NewYork
over50,000picturesand300
videoclips,interviews,articles,
UserIntent:Findmore
andmore.ThiswebsiteH ighly
informationaboutthe
Meetstheneedofmanyormost
actress,comedian,writer,
users.
andproducer.

Query:[greekalphabet]
Thisisabroadquery.Different

usersmaybelookingfordifferent
UserLocation:Albany,
things.
NewYork


Thisresultshowsmultipletables
UserIntent:Findhistorical ofimageswiththelettersinthe
informationaboutthe
Greekalphabet.Thisresult
Greekalphabet,the
wouldbehelpfulformanyusers.
namesofthelettersinthe
Someusersmaywishtosee
Greekalphabet,imagesof
additionalresults.
theletters,etc.

Thisisabroadqueryforan
actress.Differentusersmaybe
lookingfordifferentthings.
Query:[jenniferaniston]


Thisresultshowsrecentnews
UserLocation:Dover,
aboutJenniferAniston.The
Delaware
articlesaretimely(atthetime
thiswaswritten)andrelatively
UserIntent:Findimages,
interesting,andnotjustcommon
recentnews,gossip,
everydaynewsaboutthe
information,etc.about
actress.Manyuserswouldbe
JenniferAniston.
satisfiedwiththeresultandsome
usersmaywishtoseemore
results.

Thisisabroadqueryforacity.
Differentusersmaybelooking
Query:[seattle, fordifferentthings.
washington]
Theresultcontainsawide
UserLocation:Arlington, varietyofhelpfulinformation
Texas suchasamap,weather
information,severalpointsof
UserIntent:F ind interest,andhasanoptiontosee
information,news,maps, moreinformationcontaining
etc.relatedtoSeattle, nearbyeventsandfactsabout
Washington. thecity.M
oderatelyMeets+to
HighlyMeetsisanappropriate
ratingforthisresult.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Thisisabroadqueryforan
Query:[emilyblunt]
actress.Differentusersmaybe

lookingfordifferentthings.
UserLocation:Portland,

Oregon
Theresultcontainsavarietyof

UserIntent:F
ind helpfulinformationsuchas
images,briefbiography,recent
biographicalinformation
movies,andanoptiontosee
(e.g.,filmography)or
more.M oderatelyMeets+to
currentnews/celebrity
HighlyMeetsisanappropriate
gossipaboutEmilyBlunt.
ratingforthisresult.

Thispageprovidesthe
requestedlyricsonColdplay's
officialwebsite.Userscan
alsonavigatearoundthesite
Query:[coldplayyellow
tolistentothesong,explore
lyrics]
allalbumsthesongappears

on,listentoorviewlyricsfor
UserLocation:Billings,
othersongsonthesame
Montana
album,orlearnmoreabout
theartistoverall.
UserIntent:Findthe

lyricstothesong
Additionally,userscantrust
Yellow,whichwas
thatthelyricsontheLPare
writtenbytheband
100%accurateduetothe
Coldplay.
uniquelyauthoritativenature
ofthesource,whichmakes
thisresultveryhelpfulfor
manyormostusers.

TheLPforthiswebresult
containsauthoritativeinformation
Query:[1969moon abouttheApollo11moonlanding
landing] ontheofficialwebsiteofNASA,
whichwastheorganizationthat
UserLocation:New oversawthismissionin1969.
Haven,Connecticut TheMChasalotofhelpful
informationandcontent,
UserIntent:Findaccurate includingadetailedsummary,
andauthoritative videofootage,andimagesofthe
informationaboutthis moonlandingthatuserscan
historicalevent. viewandexplore.Thisresult
wouldbeveryhelpfulformanyor
mostusers.

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 QueryandUserIntent Result Rating HighlyMeetsExplanation

Thisisaninformationalqueryon
afairlybroadtopic.Different
Query:[stemeducation] usersmaybelookingfordifferent
things,yetaccuracyand
UserLocation:Memphis, credibilityofthesourceare
Tennessee important.

UserIntent:F ind ThisLPisanewsarticle
informationorrecentnews publishedonareputablenews
abouteducationinSTEM website.TheMCofthearticle
fields(i.e.,Science, coversrecenteffortstoreform
Technology,Engineering, STEMeducationintheU.S.,and
andMathematics). itincludescitationsfromexpert
sources.Thisresultwouldbe
helpfulformanyormostusers.

Query:[mentosandcoke
death] ThisLPisonawellknown
factcheckinganddebunking
UserLocation:Las website.Thepagecallsthis
Vegas,Nevada story"False",thenprovidesa
credibleexplanationofhowthe
UserIntent:Findaccurate authorscametothatconclusion,
informationaboutarumor includinghistoryofsimilarurban
thatamixtureofMentos legends.Thisresultwouldbe
andCocaColacancause veryhelpfulforusersseekingto
death,whichwasspread verifythecredibilityofthisrumor.
ontheInternetin2006.

Query:[pjfleck]

ThisLPisanopinionpiece
UserLocation:
writtenbytheEditorialBoardof
Minneapolis,Minnesota
thelargestnewspaperintheU.S.

stateofMinnesota.TheMCof
UserIntent:F ind
thearticleexpresses
informationorrecentnews wellinformedopinionsabout
aboutP.J.Fleck,whohad
Fleck'supcomingtenureashead
justbecomethenewhead
coach,anditwouldlikelybeof
footballcoachatthe
interesttomanyormostusers
UniversityofMinnesotaa
whenthisquerywasissued.
fewdaysbeforethis
examplewaswritten.

Query:[batmanlego
moviereview]

UserLocation:Orlando, ThisLPisanindepthreviewof
Florida thequeriedmoviebyafilmcritic
atareputablenewspaper.This
UserIntent:F indreviews resultwouldbeveryhelpfulfor
ofthe2017filmT heLEGO manyormostusers.
BatmanMovieo ncredible
newsorentertainment
sources.

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13.4 ModeratelyMeets(MM)

AratingofM oderatelyMeetsisassignedtoresultsthatarehelpfulandsatisfyingformanyusersorverysatisfyingfor
someusers.

ModeratelyMeetsresultshavefewervaluableattributesthanH ighlyMeetsresults.M oderatelyMeetsresultsshould

stillfitthequery,buttheymightbelesscomprehensive,lessuptodate,comefromalessauthoritativesource,etc.

ModeratelyMeetsresultsarenotlowquality,outofdate,orinaccurate.M oderatelyMeetsresultsaregenerallyaverage
togood.

13.4.1ExamplesofModeratelyMeets(MM)ResultBlocks

ModeratelyMeets
QueryandUserIntent Result Rating
Explanation
TheLPforthiswebresultisa
Query:[shutterfly] highqualitypageon
crunchbase.comamembersite
UserLocation:Boise, ontheTechCrunch
Idaho networkwithaprofileof
Shutterfly.TheMChasalotof
UserIntent:Gotothe helpfulandaccurateinformation
Shutterflywebsiteorfind aboutthecompanyandiseasy
informationaboutthe toreadonamobiledevice.This
company. resultwouldbehelpfulformany
usersorveryhelpfulforsome.

TheLPforthiswebresult
containsinformationaboutTom
Query:[tomcruise]
Cruise,whichwouldbehelpful

formanyusersorveryhelpfulfor
UserLocation:
someusers.Thephotosand
Scottsdale,Arizona
mainlinkscaneasilybe
accessedonaphone.
UserIntent:Find

biographicalinformationor
Notethattherearemany,many
currentnews/celebrity
pagesaboutTomCruiseandthis
gossipaboutTomCruise.
resultisnothelpfulenoughfora
ratingofH ighlyMeets.

Query:[seattle,
Thisisabroadqueryforacity.
washington]
Differentusersmaybelooking

fordifferentthings.
UserLocation:Denver,

Colorado
Theresultshowsamapof
Seattle,Washingtonandclicking
UserIntent:Find
onthemapbringsupamore
information,news,maps,
detailedmap.Thisresultmaybe
etc.relatedtoSeattle, helpfulforsomeusers.
Washington.

Query:[cityofangels]
Thisresultreflectsoneofseveral

possibleuserintents,asthe
UserLocation:
queryisalsothenameofa
LosAngeles,California
movie,song,musical,andmore.

UserIntent:Find However,sincetheuserlocation
isneartheschool,thisresult
informationaboutthe
wouldbeveryhelpfulforsome
movie,song,musical,
usersspecifically,userswho
school,orsomeother
arelookingfortheschool.
entitybythisname.

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ModeratelyMeets
QueryandUserIntent Result Rating
Explanation
Query:[nicaraguan
Thisresultdisplaysthenameof
money]
Nicaraguancurrency.Some

usersmayhavetheirneedmet
UserLocation:Miami,
bylearningthenameofthe
Florida
currency,butmanyusersmay
wantimages,knowtheexchange
UserIntent:F indoutwhat
rate,etc.Thisresultwouldbe
Nicaraguancurrencyis
helpfulformanyusersorvery
called,whatitlookslike,
helpfulforsomeusers.
theexchangerate,etc.

Query:[whereisvirginiain
theus] Thedescriptioninthisresult
blockmaybehelpfulforusers
UserLocation:Louisville, whoarealreadyfamiliarwiththis
Kentucky areaintheUnitedStates.Many
ormostuserswouldprobably
UserIntent:F indwhere wanttoseeamaporaclearer
thestateofVirginiais description.
locatedintheU.S.

Thisblockcontainsabrief
descriptionofdifferent
interpretationsformercury.
Query:[mercury]
Clickingonthelinkswilltakethe

usertothesearchresultspage
UserLocation:New
forthatinterpretation.Thelinks
Haven,Connecticut
maysaveusersfromdoing

UserIntent:Find followupsearchestoclarifythe
correctinterpretation,butthis
informationonthe
canbedifficultonaphone.
chemicalelement,the

planet,ortheautomobile
Whilethedescriptionsarebrief,
company.
thelinksareahelpfulfeature,so
theresultM oderatelyMeetsthe
userintent.

Query:[everybreathyou
takelyrics] TheLPforthislyricswebsite
pagehastherequestedlyrics.
UserLocation:Fort Therearemanylyricswebsites
Davis,Texas onthewebandmanypagesare
not100%accurate.M oderately
UserIntent:Findthelyrics Meetsisanappropriateratingfor
tothesongEveryBreath averagepageswiththe
YouTake,whichwas requestedlyrics.
writtenbySting.

Query:[kristenwiig]
ThisisKristenWiigsofficial

website,buttheonlycontentis
UserLocation:NewYork,
linkstohertalentandPR
NewYork
agencies,alongwithanotethat

sayssheisnotonanysocial
UserIntent:Findmore
networkingsites.Whilethis
informationaboutthe informationishelpful,many
actress,comedian,writer, userswouldwanttoseemore.
andproducer.

Copyright2017 104

13.5 SlightlyMeets(SM)

AratingofS lightlyMeetsisassignedtoresultsthatarehelpfulandsatisfyingforsomeorfewusers.S lightlyMeets

resultsmayserveaminorinterpretation,belowquality,havestaleoroutdatedinformation,havesomeminor
inaccuracies,betoospecific,toobroad,toonicheforthegeneraluserpopulationconsideringthequery,etc.toreceivea
higherrating.

Importantnote:Onmobilephones,the"costofaclick"ishigh.Manyusersdecidewhichresulttoclickortaponbased
onthetitleofthewebresultonthesearchresultspage.(Notethatthesetitlesusuallycomefromwebpages.)Aresult
withaverymisleadingorexaggeratedtitleshouldberatedS lightlyMeetsorlower,duetothepooruserexperiencethat
occurswhenthelandingpagedoesnotmatchtheexpectationoftheuserwhenclickingortappingontheresult.

13.5.1ExamplesofSlightlyMeets(SM)ResultBlocks

QueryandUserIntent Result Rating SlightlyMeetsExplanation

Query:[britneyspears]
TheLPofthismobilefriendly
UserLocation:Baltimore,
webresulthasa2006article
Maryland
aboutBritneySpearsfilingfor
divorce.Thisisveryold,stale
UserIntent:Find
news,makingtheresulthelpful
informationaboutBritney
forfewusers.
Spears(e.g.,current
news,pictures).

Query:[hondaodyssey] AlthoughtheLPhas
comprehensiveinformationfrom
UserLocation:Miami, areputablesource,andiseasy
Florida touseonamobiledevice,the
informationisaboutthe2010
UserIntent:Wewill HondaOdyssey.This
assumethatusersare informationwouldbeconsidered
interestedinthecurrent staleforthequerytoday,making
HondaOdysseymodel, thisresulthelpfulforsomeorfew
unlessspecifiedotherwise. users.

TheLPofthiswebresultisabout
Query:[hotdog] themovieHotDog,whichcame
outin1984andisaminor
UserLocation: interpretationofthisquery.
Sunnyvale,California Becausethisisanunlikely
interpretation,thiswebresult
UserIntent:Find wouldbehelpfulforfewusers,
informationabouthot eventhoughthelandingpage
dogs,suchasrecipesor hasgoodcontentfroma
nutritioninformation. reputablesource,andiseasyto
useonamobiledevice.

Thisresultprovidescontact
Query:[motorcycles] informationforoneofthetwo
motorcycleshopsinPotsdam,
UserLocation:Potsdam, NewYork.Itispossiblethis
NewYork wouldbehelpfulforsomeusers,
butmanyuserswouldbelooking
UserIntent:Find forinformation.Additionally,
informationabout thereisdistracting
motorcycles. information(alistingforan
insuranceagent).

Copyright2017 105


QueryandUserIntent Result Rating SlightlyMeetsExplanation
ThisisaWikipediapagethathas
Query:[abelincolns
birthdaysforallU.S.presidents,
birthday]
includingAbrahamLincoln.

However,hisbirthdayisnot
UserLocation:Fort
prominentlydisplayedanditis
Davis,Texas
notobviousthattheansweris

thereusershavetodosome
UserIntent:Findthis
workandsearcharoundonthe
specificpieceof
pagetofindtheanswer,making
information.
SMtoS M+a nappropriaterating.

Query:[lackofsexand Thequalityofwritinginthis
problemswithmy article,whichwascreatedbya
marriage] personwithoutexpertisein
marriageorrelationship
UserLocation:Waco, counseling,ispoor.Eventhough
Texas thearticleisaboutthequery,the
pageislowqualityand
UserIntent:F
indhelpfor untrustworthy.Itwouldbehelpful
maritalissues. forfewusers.

Query:[nailspa]
BurkeWilliamsisadayspathat

offersmanytreatmentslike
UserLocation:SanJose,
massagetherapy,skincare,etc.
California
Whileitdoeshavenailcare

options,itisnotadedicatednail
UserIntent:F indanail
spa.
spainornearSanJose.

Query:[whattypeof
sharksliveinrivers]
Thisresultblockdoesnot
UserLocation:Tucson, containenoughinformationtobe
Arizona fullysatisfyingandmentionsonly
onetypeofshark.Mostusers
UserIntent:F ind wouldneedtodofurther
informationaboutwhat research.
typesofsharkslivein
rivers.

Theanswerinthisresultblockis
reallyconfusing.Evenifusers
Query:[210areacode]
canfigureitout,theywouldlikely

stillhavetoclickonthelink,or
UserLocation:Austin,
gotoanotherwebsite,toconfirm
Texas
theinformation.

UserIntent:F indwhat
Whilethereisamap,youwould
areausesthe210area
havetoexpandorclickonitto
codeforphonenumbers.
seethedetails,soitisnotthat
helpful.

Copyright2017 106


QueryandUserIntent Result Rating SlightlyMeetsExplanation

Query:[ibm]

UserLocation:Rockville, Thisblockcontainsimagesofthe
Maryland logoforIBM,buttheseimages
arenotparticularlyhelpfulforthis
UserIntent:G ototheIBM query.
websiteorfindinformation
aboutthecompany.

Thetitleofthisarticlemakesit
appearasthoughthearticle
Query:[whereisnibiru] describesanimpending
catastrophe.Yet,theMCstates
UserLocation:Oklahoma initsthirdparagraphthatNibiru
City,Oklahoma "doesntactuallyexist"andcalls
believersinit"conspiracy
UserIntent:F indthe theorists".Thetitlecontradicts
locationof"Nibiru",which thecontentofthearticle,andas
wasafictionalplanetin aresultcouldmisleaduserswho
themovieS tarTrekInto don'treadthefullarticle.
Darkness,aswellasa
pseudoscientificouter Note:The"costofaclick"ishigh
planetinthesolarsystem onmobilephones.Resultswith
thatdoesn'tactuallyexist. verymisleadingorexaggerated
titlesshouldberatedS lightly
Meetsorlower.

Whilethetitleofthisarticle
Query:[ellendegeneres
impliesthatsomethingbador
news]
outrageoushappenedinvolving

Ellen,theactualcontentofthe
UserLocation:Anaheim,
articleisaboutanantiaging
California
cosmeticthatsheisclaimedto
haveused.Thecontentofthe
UserIntent:F
indrecent
pageisnotrelatedtowhatthe
newsaboutthe
misleadingandexaggeratedtitle
comedian/actressEllen
suggests,soitshouldberated
DeGeneres.
SlightlyMeetsorlower.

Copyright2017 107

13.6 FailstoMeet(FailsM)

AratingofF
ailstoMeetshouldbeassignedtoresultsthatarehelpfulandsatisfyingfornoorveryfewusers.F
ailsto
Meetresultsareunrelatedtothequery,factuallyincorrect(pleasecheckforfactualaccuracyofanswers),and/orallor
almostalluserswouldwanttoseeadditionalresults.Theseresultscompletelyfailtomeettheuserintent,suchasalack
ofattentiontoanaspectofthequery(oruserlocation)thatisimportantforsatisfyinguserintent.F
ailstoMeetmayalso
beusedforresultsthatareextremelylowquality,haveverystaleoroutdatedinformation,benearlyimpossibletouseon
amobiledevice,etc.

FailstoMeetshouldbeusedforthefollowingtypesofL owestPageQualityresults:
Resultsthatharmusers(e.g.,maliciousdownloadpages,"phishing"pagesorwebsites,etc.).
Pagesorwebsitesthatmisrepresentthewebsite'sownerorpurpose,suchasbyimpersonatingadifferentsite
(e.g.,copiedlogoorbrandingofanunaffiliatedsite,URLthatmimicsanothersite'sname).
Pagesorwebsitesthatappeartobedeliberateattemptstomisinformordeceiveusersbypresentingfactually
inaccuratecontent(e.g.,fakeproductreviews,demonstrablyinaccuratenews,etc.).
Pagesorwebsiteswithfactuallyinaccuratecontentthatcancauseharmtousers,regardlessoftheirpurposeor
intent(e.g.,inaccuratemedicalinformationinaccurateinformationabouthowtovote,obtainavisaorgreencard,
paygovernmenttaxes,etc.).

ThefollowingshouldalsoberatedF ailstoMeetb ecausetheyleadtoverypoorandupsettinguserexperiences:

Pornresultsfornonpornseekingqueries.
Upsettingoroffensiveresultsforqueriesthatarenotobviouslyseekingupsettingoroffensivecontent.
Pagesthatdirectlycontradictwellestablisheds cientificormedicalconsensusforqueriesseekingscientificor
medicalinformation,u nlessthequeryindicatestheuserisseekinganalternativeviewpoint.
Pagesthatdirectlycontradictwellestablishedhistoricalfacts(e.g.,unsubstantiatedconspiracytheories),unless
thequeryclearlyindicatestheuserisseekinganalternativeviewpoint.

13.6.1ExamplesofFailstoMeet(FailsM)ResultBlocks

QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[dogs]
Thisisabroadinformational
UserLocation:Pittsfield queryforananimal.Different
CharterTownship, usersmaybelookingfordifferent
Michigan things.

UserIntent:F ind Thisresultblockshows
information(e.g.,pictures, visitinpersoninformationfor
breeds,trainingdetails, threedifferentdogcareproviders
etc.)relatedtodogs. neartheuserlocation.However,
thequeryisverybroadanditis
Note:Forthisquery,itis unlikelyuserswanttogo
veryunlikelyuserswantto anywhereinperson.
goanywhereinperson.

Query:[mike]
Thisisabroadqueryanditis

unclearexactlywhattheuseris
UserLocation:Eustis,
lookingfor.
Florida


Thisresultblockshows
UserIntent:F ind
informationabout visitinpersoninformationfortwo
businessesthatcontainthe
somethingrelatedtoMike.
nameMike.However,thequery

isverybroadanditisvery
Note:Forthisquery,itis
unlikelythesebusinessesare
unlikelyuserswanttogo whatusersseekgiventhequery.
anywhereinperson.

Copyright2017 108


QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[tamparays]

UserLocation:Tampa, Thisresultblockshows
Florida informationtovisitasportscard
storeinperson,whichhappens
UserIntent:F ind tohavethebaseballteaminthe
information(e.g.,scores, name.However,rememberthat
roster,recentnews)about forthisquery,itisunlikelyusers
aprofessionalbaseball wanttogoanywhereinperson.
teaminFloridacalled
TampaBayRays. Note:Thisbusinesswas
fabricatedforthepurposesof
Note:F orthisquery,itis thisexample,anddoesnotexist
unlikelyuserswanttogo inreallife.
anywhereinperson.

WRALisatelevisionnews
stationinNorthCarolina.Users
wanttogotothewebsiteorfind
Query:[wral]
informationaboutthestation.


UserLocation:Wake
Inthisexample,clickingonthe
County,NorthCarolina
blocksshowinformationabout

thebusinessescorporate
UserIntent:G otothe
headquarters.Notethat
WRALwebsiteorfind
otherinformationaboutthe televisionstations(likeradio
stations,newspapers,etc.)
newsstationinNorth
usuallyhavespecialcontact
Carolina.
informationforthepublicthatis

differentthantheircorporate
Note:U sersgenerally
headquarterinformation.Also,
wouldnotgotoanews withthequeryjustbeingthe
stationinperson.
nameofthestation,itisvery
unlikelythatuserswantthiskind
ofinformation.

Query:[texasfarm
fertilizer] Thisresultblockshowsthe
TexasFarmcorporateoffice,
UserLocation:Dallas, whichisnothelpfulgiventhe
Texas userintentuserscouldnot
physicallygotothecompanys
UserIntent:F ind corporateofficetobuyorlearn
informationabout,or abouttheproduct.Fertilizeris
wheretobuy,fertilizerfrom thekindofproductthatyou
thecompanyTexasFarm. wouldhavetobuyatastore.

Copyright2017 109


QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[united656]
Thisresultshowsinformationfor
UserLocation:Skokie, achurch,aneventvenue,and
Illinois theclosestairport.However,
usersclearlywanttoknow
UserIntent:F ind detailsaboutaspecificflight,and
informationaboutflight thereisabsolutelynoinformation
656operatedbyUnited intheblockabouttheflight.This
Airlines(e.g.,whetherthe resultF ailstoMeettheuser
flightisontime,whatgate intent.
itisdepartingfrom).

Query:[germancars]
ThisLPisthehomepageof

Subaru,aJapanesecar
UserLocation:Toledo,
company,notaGermancar
Ohio
company.

UserIntent:Find
ThepagecompletelyF ailsto
informationaboutGerman
Meettheuserintentandwould
carsorgototheofficial
behelpfulfornoorveryfew
homepageofaGerman
users.
automaker.

Query:[companytogetrid ThisLPisthehomepageofa
ofthepossuminmyattic] pestcontrolcompanyin
Australia.U.S.userswouldneed
UserLocation:Naperville, aU.S.companytotakecareof
Illinois thisproblem.Thereisa
mismatchbetweenthepageand
UserIntent:Finda thelocalethatmakesthisresult
companytotrapand helpfulfornousersit
removeapossumfromthe completelyF ailstoMeetthe
attic. userintent.

Query:[startingjets
quarterback2001]
Althoughthisisatrustworthy
UserLocation:Chicago, websiteforinformationabout
Illinois NFLfootball,thisLPdoesnot
containtheinformation
UserIntent:Findthe requestedbytheuser.This
nameofthestarting resultcompletelyF ailstoMeet
quarterbackfortheNew theuserintent.
YorkJetsfootballteamin
2001.

Query:[navigateto
yellowstonenationalpark]
Thiswebresult(theofficial

homepageofYellowstone
UserLocation:Denver,
NationalPark)completelyfailsto
Colorado respondtothespecificD evice

Actionq uery:tonavigatetothe
UserIntent:Navigateto
park.
YellowstoneNationalPark
fromtheuserslocation.

Copyright2017 110


QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[symptomsof
cancer]
Thisresultblockdoesnot
UserLocation:Miami,FL provideanyusefulinformation
andthelandingpageisaparked
UserIntent:Findout domainwithlowpagequality.
aboutthesymptomsof
cancer.

Query:[doctorsalary]

UserLocation:San Theanswerinthisblockisabout
Francisco,California thecostofeducation,notsalary,
whichismisleadinganddoesnt
UserIntent:Find answertheusersquery.
informationaboutdoctor
salaries.

Query:[stonychild
developmentcenterwest
pointphonenumber] Theanswerinthisblockprovides
thephonenumberfortheWest
UserLocation:West PointClub,nottheStonyChild
Point,NewYork DevelopmentCenterlocatedin
WestPoint,NewYork.This
UserIntent:Findthe resultF
ailstoMeettheu
ser
telephonenumberforthe intent.
StonyChildDevelopment
CenterinWestPoint,New
York.

Theanswerprovidedinthis
resultblockisfactually
inaccurate.Stairshavebeena
commonarchitecturalfeatureof
Query:[whoinvented
buildings,pathways,outdoor
stairs]
structures,etc.sincelongbefore

1948,andtheywerenotinvented
UserLocation:Lubbock,
byapersonnamedWerner
Texas
Bsendrfer.


UserIntent:F indout
Furthermore,thelandingpageis
abouttheoriginofstairs.
ablogpostfrom2007ona

websitethatseemstobesatire.
(Onthewebsite'sA boutpage,
theauthorreferencesafictitious
companyfromtheAmerican
comedyshowT heSimpsons.)

Copyright2017 111


QueryandUserIntent Result
Query:[sendtext
messagetojohnthatim
runninglate]
UserLocation:NewYork,
NewYork
UserIntent:Sendatext Recipient:John
messagetoacontact
namedJohnwiththe Body:I'mrunninglate
messageImrunning
late.
Query:[weather]
UserLocation:
MountainView,California
UserIntent:Findcurrent
weatherinformationfor AlarmTime:22:43:00
MountainView,California.
Query:[batman]
UserLocation:Anaheim,
California
UserIntent:Find
informationaboutthe
fictionalsuperherothat
appearsinAmerican
comicbooks,movies,and
televisionshows.
Query:[obama]
UserLocation:Austin,
Texas
UserIntent:Find
informationaboutBarack
Obama.
Query:[weatherparis,
texas]
UserLocation:Paris,
Texas
UserIntent:Findcurrent
weatherinformationfor
Paris,Texas.
Rating FailstoMeetExplanation
Action:Sendanemail
Theuserclearlywantstosenda
textmessage.TheD evice
Subject:
Action
r esult
t o
Sendanemail
isincorrectandcompletelyF ails
toMeetu serintent.
Theuserclearlywantsweather
information.TheD eviceAction
QueryTime:20134236:00:12
resulttosetanalarmis
Action:Setalarm inappropriate(andevenabsurd)
forthisinformationquery.This
resultcompletelyF ailstoMeet
theuserintent.
Itisextremelyunlikely
(potentiallyanochance
interpretation)thatthisqueryis
lookingforinformationonacity
inTurkeycalledBatman,given
thattheuserislocatedinthe
UnitedStates.Nooralmostno
userswouldbesatisfiedwiththis
result.
Itisextremelyunlikely
(potentiallyanochance
interpretation)thatthisqueryis
lookingforinformationonacity
inJapancalledObama,given
thattheuserislocatedinthe
UnitedStates.Nooralmostno
userswouldbesatisfiedwiththis
result.
Thisresultcompletelyfailsto
satisfytheu
serintent,whichisto
findweatherinformationfor
Paris,Texas,andn otP
aris,
France.Nouserswouldbe
satisfiedwiththisresult.
Copyright2017 112


QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[whatisthethird
quarterearningsforge]

Thisresultdoesnotanswerthe
UserLocation:NewYork,
usersquestiontoshowthird
NewYork
quarterearningsforGE.No
userswouldbesatisfiedwiththis
UserIntent:Findthis
result.
mostrecentthirdquarter
earningsinformationfor
GeneralElectric.

Thisresultreflectsoneofseveral
possibleuserintents,asthe
queryisalsothenameofa
Query:[cityofangels]
movie,song,musical,andmore.


UserLocation:
Sincetheuserlocationisin
Chicago,Illinois
Chicago,veryfewornousers

UserIntent:Find wouldbeinterestedinseeing
informationaboutaschoolby
informationaboutthe
thisnameinLosAngelesthatis
school,amoviebythis
notwellknownoutsideofthis
name,orsomeotherentity
city.Itisveryunlikelythatpeople
bythisname.
outsideofLosAngeleswould
usethisquerytosearchforthis
school.

Thisresultblockshowsagokart
Query:[gokartforsale] arcadeinWarrington,
Pennsylvania,andtwoothergo
UserLocation: kartarcadesinthesurrounding
Warrington,Pennsylvania area.Thesearcadesareplaces
togoridegokarts,notpurchase
UserIntent:Findgokarts them,sotheresultcompletely
forsaleintheWarrington, FailstoMeettheuserintent.No
Pennsylvaniaarea. userswouldbesatisfiedwiththis
result.

Query:[ralphs]

UserLocation:San Ralphsisanationwide
Clemente,California supermarketchain.These
locationsareallinSanDiego,
UserIntent:T herearetwo California,whichisamajorcity
possibleuserintents:most southoftheuserlocation(about
usersprobablywantto 60milesaway).Theseresults
visitanearbyRalphs aretoofartobehelpful.
locationorgotothe
website.

Copyright2017 113


QueryandUserIntent Result Rating FailstoMeetExplanation
Usersissuingthisquerywantto
gototheAmazonwebsite.

Showinginformationabouthow
Query:[amazon] tovisitorcallthecorporateoffice
foranonlinecompanywouldnot
UserLocation:Austin, behelpful.Very,veryfewpeople
Texas evergotoanAmazoncorporate
office,whichisnotopentothe
UserIntent:Gotothe public.Ifsomeoneneededtogo
Amazonwebsite. totheofficeforaninterviewor
businessvisit,theywouldneed
togetthatinformationfrom
someoneatthecompanyor
woulduseamorespecificquery.

Query:[whatistheclosest
largecity]

Anewsresultisinappropriate
UserLocation:Myrtle
andcompletelyunhelpfulforthis
Beach,SouthCarolina query.Nouserswouldbe

satisfiedwiththisresult.
UserIntent:Findthe
closestlargecitytoMyrtle
Beach,SouthCarolina.

Query:[australianopen
menssinglesresult2008] ThisLPisaboutthe2004
AustralianOpen,notthe2008
UserLocation:Kent, AustralianOpen.Itdoesnotpay
Washington attentiontoanaspectofthe
querythatisimportantfor
UserIntent:Findapage satisfyinguserintent(i.e.,2008).
thatdisplaysthe2008 TheresultF ailstoMeettheuser
menssinglesresultfor intent.
thistennistournament.

Query:[toothlossfive
yearsold]
ThisLPhasinformationabout

toothlossinpikefishandhasthe
UserLocation:Denton,
wordsfiveyearsoldonthe
Texas
page.ThisresultF ailstoMeet
theuserintentbecauseithas
UserIntent:Find
keywordmatchesonlyandwould
informationabouttooth
behelpfulfornousers.
lossinafiveyearold
child.

Query:[whatisweddingin
spanish]
Thetranslationintheresultblock

iscompletelywrongand
UserLocation:Denton,
inaccurate.
Texas

Maanameanstomorrow,not
UserIntent:Findhowto
wedding.
saythewordweddingin
Spanish.

Copyright2017 114

 QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[americanexpress]

TheLPisahumorousblogpost
UserLocation:Denton,
aboutawifehelpingherhusband
Texas
tobuyasuit.Thepagementions

UserIntent:Gotothe AmericanExpress,butis
insufficientlyrelatedtothequery
AmericanExpresscard tobehelpfulforusers,soitF
ails
websiteorgetinformation
toMeettheuserintent.
aboutthecompanyandits
productsandservices.

ThisLPonabout.comhasa
shortarticleabouttheLouisville
Zoo.Thepagehasalinkinthe
Query:[zooatlanta] SCtitledVisitZooAtlantaOn
TheCheapAtlanta.
UserLocation:Denton,
Texas TheMCofthispageisnotabout
ZooAtlanta.Thelinktoan
UserIntent:GototheZoo articleaboutZooAtlantaisinthe
Atlantawebsite. SCandmanyuserswouldnever
noticethislink.Thisresult
shouldnotberatedaboveF ails
toMeet.

Query:[howtoquit
smoking] ThisLPhasgibberishtext.Read
thissentence:Howdoyoumake
UserLocation:Denton, acigarettesymbolonthe
Texas keyboard?In.Thequalityofthe
landingpageissolowthatthe
UserIntent:Find pageF ailstoMeettheuser
informationonwaystoquit intent.
smoking.

Thisistheofficialwebsiteofthe
movie"AmericanBeauty".
However,thelandingpageis
extremelydifficulttouse(even
seemsbrokenonamobile
Query:[americanbeauty] phone)andthereisnosatisfying
orhelpfulcontentonthepageit
UserLocation:Mountain FailstoMeettheuserintent.
View,California
QRCodetoviewthepage:


UserIntent:Learnmore
aboutthemoviecalled
"AmericanBeauty".

Copyright2017 115


QueryandUserIntent Result Rating FailstoMeetExplanation

Query:[startingorderfor
todaysnascarrace]

ThisresultshowsaNASCAR
UserLocation:Denton,
schedule,butdoesnothavethe
Texas
startingorder.Thecontentisnot

whattheuserislookingforand
UserIntent:Find
FailstoMeettheuserintent.
informationaboutthe
startingorderofthe
Nascarracethatday.

Rememberthatyoushould
Query:[aircanadaphone checkforthefactualaccuracyof
number] answers.Forthisresult,goto
thecompanyspageat
UserLocation:Seattle, www.aircanada.com/en/customer
Washington care/int/andselectUSAtocheck
thenumbershownhere.
UserIntent:Findthe Accordingtotheairlineswebsite,
customerservicephone thecorrectphonenumberis
numberfortheairlineAir 18882472262.Becausethis
Canada. answerisincorrect,itshouldbe
ratedF ailstoMeet.

Query:[obamanews] heMCofthispageisan
T
exampleofademonstrably
UserLocation:Norfolk, inaccuratenewsreport,including
Virginia afictitiousquotationbyBarack
Obama.Becausethecontentis
UserIntent:Findrecent presentedasafactualnews
newsaboutBarack article,itisinaccuratewithan
Obama,the44thpresident intenttodeceiveusersand
oftheUnitedStates. shouldberatedF ailstoMeet.

Despitestrongmedical
consensuslinkingtobaccoto
lungcancerwhichcanbefound
atauthoritativesourcesby
searching[lungcancerand
smoking]thisLPclaimsthereis
Query:[doessmoking
noconnectionbetweensmoking
causecancer]
andcancerbyselectively

interpretingsomeexperiments
UserLocation:Scottsdale
,Arizona doneonanimals.


Additionally,thisisaYMYLquery
UserIntent:Findout
onamedicaltopic,soaccurate
whethersmokingcauses andtrustworthyinformationis
cancer.
highlyimportant.Thispage
directlycontradicts
wellestablishedmedical
consensusandmaypotentially
causeharmtousers,soitshould
beratedF
ailstoMeet.

Copyright2017 116


QueryandUserIntent Result Rating FailstoMeetExplanation
BettyWhitewasaliveatthetime
thisexamplewaswritten.This
LPisasocialmediaprofilepage
Query:[bettywhite] createdbyanunknownauthor
thatwasdesignedtolooklikea
UserLocation:Lexington, memorialpageforBettyWhite
Kentucky andfalselystatesthatshedied.
Thispageisfactuallyinaccurate
UserIntent:Find anddeceptivetousers,soit
informationaboutthe shouldberatedF ailstoMeet.
AmericanactressBetty
White,suchas Remember:Forinformational
biographicalinfo, queries/results,itisimportantto
filmography,awards, checkotherreputablesourcesto
currentnews,etc. determineiftheresultisfactually
accurate.Aquickonlinesearch
for[bettywhite]wouldallowyou
toconfirmthatshewasstillalive.

MileyCyruswasaliveatthetime
thisexamplewaswritten.This
LPisanarticlewrittenbyan
unknownauthorthatwas
designedtolooklikeanews
storyandfalselystatesthatshe
died.Furthermore,thepageis
foundonalowqualitywebsite,
Query:[mileycyrus]
andthearticlehasnotbeen

updated,clarified,orremoved
UserLocation:L exington,
evendaysafterhavingbeen
Kentucky
provenfalse.Thispageis

factuallyinaccurateand
UserIntent:Find
informationaboutthe deceptivetousers,soitshould
beratedF ailstoMeet.
Americansinger/actress

MileyCyrus,suchas Remember:Justbecausea
biographicalinfo,
websitehasthelookandfeelof
discography/filmography,
atraditionalnewssitedoesNOT
currentnews,etc.
meanthatyoushouldconsider
thereportingtobefactually
accuratewithoutfurther
research.Watchoutforsites
thatpresentthemselvesas
news,butwereactuallycreated
withtheintenttomisleador
misinformusers.

Copyright2017 117

 QueryandUserIntent Result Rating FailstoMeetExplanation

Thisqueryisseekinghistorical
information.TheLPofthisweb
resultisonawellknownwhite
supremacisthatesite(readmore
Query:[holocausthistory] hereorh ere).Thediscussionon
thispageisinaccurateand
UserLocation: misleading,sincetheHolocaust
Cooperstown,NewYork isanextremelywelldocumented
historicalevent.

UserIntent:Findhistorical
informationaboutthe Remember:Pagesthatdirectly
Holocaust. contradictwellestablished
historicalfactsshouldberated
FailstoMeet,u nlessthequery
clearlyindicatestheuseris
seekinganalternativeviewpoint.

ThisLPisablogpostpresenting
afactuallyunsupported
conspiracytheorythatAngela
Query:[whoishitler's
MerkelisthedaughterofAdolph
daughter]
Hitler.BecausetheMCis

inaccurateandmisleading,it
UserLocation:
completelyF ailstoMeetthe
Cooperstown,NewYork
user
i ntent, eventhoughthetopic

ofthepagematchesthequery.
UserIntent:Findthe

nameoforinformation
Note:Amorehelpfulresultfor
aboutAdolfHitler's
thisquerymightconfirmthat
daughter,ifHitlerinfact
AdolfHitlerhadnochildren,or
hadadaughter.
provideinformationonthenovel
Hitler'sDaughterbyJackie
French.

Thisisabroadqueryseeking
informationaboutIslam.TheLP
wascreatedforthepurposeof
statingtheauthor'sopinionthat
Islamisnotareligion.The
Query:[islam]
authorlacksexpertiseinthe

topicthewritinghasfrequent
UserLocation:Lexington,
misspellings,typos,and
Kentucky grammarerrorsandthepage

seemstoexisttopromote
UserIntent:Find
intoleranceorhate.
informationaboutthe

religionofIslam.
Remember:U psettingor
offensiveresultsforqueriesthat
arenotobviouslyseekingthis
typeofcontentshouldberated
FailstoMeet.

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14.0 RatingPorn,ForeignLanguage,DidntLoad,andUpsettingOffensiveResults

YouwillassignP orn,F
oreignLanguage,DidntLoad,andU psettingOffensiveflagstoresultblockswhenappropriate.
Allflagsarequeryindependent,meaningthattheydonotdependonthequery.Hereisascreenshotoftheflags:

Clickontheflagnametoselectit.TheflagblockwillturnredandchangetheNotoYes.Forexample,hereisaresult
thatshowswhentheP ornflagshouldbeused.

QueryandUserIntent ResultBlock,Flag,NeedsMetRating Explanation

Query:[freeones],
English(US) ThisLPisthehomepage
oftheFreeoneswebsite,
UserLocation: apornsite.
MountainView,
California Thisresultmeritsa
FullyMr atingandthe
UserIntent:Gotothe Pornflag.

Freeoneswebsite.

14.1 PornFlag

PleaseassigntheP ornflagtoallpornpages,whetherthequeryispornseekingornot.TheP ornflagdoesnotdepend

onthequeryoruserintent.

Apagewillbeconsideredpornifithaspornographiccontent,includingpornimages,links,text,popups,and/or
prominentpornads.Animagemaybeconsideredporninonecultureorcountry,butnotanother.Pleaseuseyour
judgmentandknowledgeofyourlocale.

Remember:TheP ornflagisusedtoindicatethattheresultisporn.Itdoesntmatterwhetherthequeryasksforporn.

14.2 NeedsMetRatingforPornResults

14.2.1NeedsMetRatingforClearNonPornIntentQueries

Iftheuserintentisclearlyn
otpornseeking,alandingpagethathaspornforitsMCshouldberatedFailstoMeet.

Whentheuserintentisclearlynotporn,apornresultshouldbeconsideredunhelpfuloruseless.
Uninvitedpornisaverybadexperienceformanyusers.

Thefollowingqueriesshouldbeconsiderednonpornintentqueries:[girls],[wives],[maturewomen],[picturesofgirls],
[picturesofwomen],[mothersanddaughters],[cheerleaders],etc.

RemembertoassigntheP ornflagforallpornpages.Useyourjudgmentandrepresentusersinyourlocale.

Query UserIntent LandingPage Rating PornFlag?

Example
[toys],English(US) Findtoystobuy. FailsM Yes
Warningthispageisporn.

Findtheanswertothis Example
[howtallisacamel],English(US) FailsM Yes
questionaboutcamels. Warningthispageisporn.

Example
[carpictures],English(US) Findpicturesofcars. FailsM Yes
Warningthispageisporn.

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14.2.2NeedsMetRatingforPossiblePornIntentQueries

Somequerieshavebothnonpornandporninterpretations.Forexample,thefollowingEnglish(US)querieshavebotha
nonpornandaneroticorporninterpretation:[breast],[sex].Wewillcallthesequeriespossiblepornintentqueries.

For"possiblepornintent"queries,pleaserateasifthenonporninterpretationweredominant,eventhoughsomeormany
usersmaybelookingforporn.Forexample,pleaseratetheEnglish(US)query[breast]assumingadominanthealthor
anatomyinformationintent.

Query UserIntent LandingPage Rating Pornflag?

Findanatomyorhealth
[breasts],English(US) Example HM No
informationaboutbreasts.

Findanatomyorhealth Example
[breasts],English(US) FailsM Yes
informationaboutbreasts. Warningthispageisporn.

14.2.3NeedsMetRatingforClearPornIntentQueries

Forveryclearpornintentqueries,assignaratingtothepornlandingpagebasedonhowhelpfulitisfortheuser.Even
thoughthereispornintent,thepageshouldstillbeassignedaP ornflag.

DonotsimplyrateallpornpagesforpornqueriesasM Mo
rH
M.Eventhoughthequeryispornandtheresultisporn,the
pagemustfitthequeryandbehelpfultogetahighNeedsMetrating.

Pagesthatprovideapooruserexperience,suchaspagesthattrytodownloadmalicioussoftware,shouldalsoreceive
lowratings,eveniftheyhavesomeimagesappropriateforthequery.

Query UserIntent LandingPage Rating PornFlag?

Example:
NavigatetotheFreeones
[freeones],English(US) http://www.freeones.com FullyM Yes
homepage.
Warningthispageisporn.

Example:
NavigatetotheFreeones
[freeones],English(US) http://www.baberoad.com FailsM Yes
homepage.
Warningthispageisporn.

Example
[animesexpictures],English(US) Findanimesexpictures. MMtoHM Yes
Warningthispageisporn.

Findpornpicturesof Example
[cheerleaderporn],English(US) MMtoHM Yes
cheerleaders. Warningthispageisporn.

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14.3 ReportingIllegalImages

ChildPornography

Note:W henworkingonratingprojectsinanytasklocationorlocale,youmustfollowUnitedStatesfederallaw,which
considerschildpornographytobeillegal.

DefinitionofChildPornography

Animageischildpornographyifitisavisualdepictionofsomeonewhoappearstobeaminor(i.e.,under18yearsold)
engagedinsexuallyexplicitconduct(e.g.,vaginaloranalintercourse,oralsex,bestialityormasturbationaswellas
lasciviousdepictionsofthegenitals),orsadisticormasochisticabuse.Theimageofsexuallyexplicitconductcaninvolve
arealchildacomputergenerated,morphed,compositeorotherwisealteredimagethatappearstobeachild(thinkof
imagesthathavebeenalteredusingPhotoshop)oranadultwhoappearstobeachildandtheimagecanbe
nonphotographic(e.g.,drawings,cartoons,anime,paintings,orsculptures)solongasthesubjectisengaginginsexually
explicitconductthatisobscene.Ifitisindistinguishablefromchildpornography,itischildpornography.

Evenifthepornographicimagedepictschildreninaliterary(thinkofthefamousbook"Lolita"),political(thinkofpolitical
cartoons),artistic,orscientificcontext,pleasesendthelinktoyourvendorasinstructedbelow.

Depictionofthegenitalsdoesnotrequirethegenitalstobeuncovered.Thus,forexample,avideoofunderageteenage
girlsdancingerotically,withmultiplecloseupshotsoftheircoveredgenitals,orimagesofchildrenwithopaqueunderwear
thatfocusonthegenitaliacouldbeconsideredchildpornography.

Animageofanakedchild(e.g.,inthebathtuboratanudistcolony)isnotconsideredchildpornographyaslongasthe
childisnotengaginginsexuallyexplicitconduct,orthefocusisnotonthechildsgenitalia.Visualdepictionsofadultswho
looklikechildren(e.g.,a35yearoldmanplayactingindiapers,oranobviouswomandressedasaschoolgirl)arenot
childpornography.Ifyoudon'tthinkit'saminor,itprobablyisntchildpornography.However,ifyoucannottellthatthe
personintheimageisover18(e.g.,anunderdeveloped18yearoldwhosebodyhairhasbeenwaxed),thatischild
pornography.

ReportingInstructions

Pleasereportimagescontainingchildpornography(URLsonly)asinstructedbyyourvendor.

14.4 ForeignLanguageFlag

14.4.1UsingtheForeignLanguageFlag

PleaseassigntheF
oreignLanguageflagwhenthelanguageonthelandingpageisNOToneofthefollowing:

Thetasklanguage
Alanguagethatiscommonlyusedbyasignificantpercentageofthepopulationinthetasklocation
English

Forexample,mostCatalanspeakingusersinSpainalsospeakSpanish.Therefore,forratingtasksinCatalan(ES),the
ForeignLanguageflagshouldNOTbeassignedtolandingpagesinCatalan,Spanish,orEnglish.

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HereisascreenshotofaresultblockthatshowswhentheF
oreignLanguageflagwouldbeused.

QueryandUserIntent ResultBlockandLP,Flag,NeedsMetRating Explanation

ThisLPisthehomepage
Query:[baidu]
oftheBaiduwebsite.

Theresultisthetarget
Locale:English(US)
pageofthequery,butis
inaforeignlanguage
UserLocation: (Chinese).
Anchorage,Alaska


UserIntent:Gotothe Thisresultmeritsa
FullyMr atingandthe
Baiduwebsite.
ForeignLanguageflag.

Important:

PleaseassigntheF oreignLanguageflagevenifyoupersonallyunderstandthelanguage,butmostusersinyour
localedonot.
PleaseassigntheF oreignLanguageflagbasedonthelanguageofthelandingpage,nottheappearanceofthe
resultblock.
PleaseremembertoflagallforeignpageswiththeF oreignLanguageflag,evenifmostusersinyourlocale
wouldexpectorwantaforeignlanguagepageforthequery.
Sometimesitisdifficulttodeterminewhatlanguagethelandingpageisin.TheLPmayhavemultiplelanguages
ornowordsatall.Inthesecases,trytorepresentusersinyourlocale.Doesitfeellikeaforeignlanguagepage?
Whenindoubt,dontusetheF oreignLanguageflag.

14.4.2NeedsMetRatingforForeignLanguageResults

YoumustassignaNeedsMetratingforallresultblocksinyourtask,eveniftheresultblockshaveaforeignlanguage
landingpage.

Inmostcases,pagesyouflagasF oreignLanguageshouldberatedF ailsM,becausetheycannotbeunderstoodby

mostusersinyourlocaleandarethereforeuseless.Rememberthatifusersinyourlocalecanreadthelanguage,then
youshouldntbeusingtheForeignLanguageflag.Occasionally,youwillencounterhelpfulF oreignLanguagepages.

Ifthequeryclearlyindicatesthatmostuserswouldexpectorwantaforeignlanguageresult,thentheNeedsMetratingof
theforeignlanguagepageshouldn otb
eF
ailsM.Forexample,pleaseassigntheF ullyMratingandForeignLanguage
flagforbaidu.comifthequeryis[baidu.com],English(US).

Videosareoftenanexamplewhereforeignlanguagepagesarehelpfulanddesired.Thinkaboutuserintentandwhat
pagesaregoodforusers.Ifthequeryasksforaforeignlanguagesong,band,film,sportingevent,etc.,thenavideoof
thesong,band,film,sportingevent,etc.ishelpfulsinceitcanprobablybeunderstoodorenjoyedeventhoughitisina
foreignlanguage.Forthesetypesofqueries,foreignlanguageresultsareoftenexpected.

Ifthevideoissomeonetalkingaboutthesong,band,film,orevent,theresultprobablycannotbeunderstoodorenjoyed
andshouldbeassignedaF ailsMratingandtheF oreignLanguageflag.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

Query:[videoofcelinedion
singingsilsuffisaitdaimer]

ThisvideoisjustwhatEnglish(US)usersare
Locale:English(US)
lookingfor,eventhoughthevideoisnotin

English.ThelanguageoftheLPismostly
UserLocation:Lansing,
Michigan English(eventhoughthevideoisinFrench),so
theForeignLanguageflagisnotneeded.

UserIntent:Watchavideoof
CelineDionsingingthissong.
Query:[alexc]
ThequeryisfortheGermancomposer,AlexC.

Thelandingpagehasavideowithoneofhis
Locale:English(US)
songssungbyYass(misspelledasYassin

theYouTubetitle)inGerman.Itwouldbe
UserLocation:Davenport,Iowa
helpfulforsomeormanyEnglish(US)users
whotypethequery,eventhoughitisnotin
UserIntent:Watchavideoor English.Thelanguageofthelandingpageisnt
listentoasongbythisGerman
clear.Useyourjudgmentwhendeciding
composerorfindinformation whethertoassigntheF oreignLanguageflag.
abouthim.

Query:[kasal,kasali,kasalo]
ThequeryisforKasal,Kasali,Kasalo,a
Locale:English(US) Filipinofilm.TheLPisaclipfromthemoviein
Filipino(Tagalog),thelanguagespokeninthe
UserLocation:DalyCity, Philippines.Itwouldbehelpfulformany
California English(US)userswhotypethequery,even
thoughitisnotinEnglish.Useyourjudgment
UserIntent:Watchatrailerof whendecidingwhethertoassigntheF oreign
thisFilipinofilmorfindinformation Languageflag.
aboutit.

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14.5 DidntLoadFlag

14.5.1UsingtheDidntLoadFlag

DidntLoadisusedtoindicatetechnicalproblemsthatpreventyoufromviewinganyLPcontent.

UsetheD
idntLoadflagwhen:

TheMCofthelandingpageisawebserverorwebapplicationerrormessageandthereisnoothercontenton
thepage:nonavigationlinks,nohomelink,noSC,andnoAds.Seeh
ereforaWikipediapageondifferenttypes
oferrormessages.
Thelandingpageiscompletelyb lank:noMC,noSC,andnoAds.

AssigntheDidntLoadflagbasedonthelandingpage,nottheresultblock.

Here is an example of a Didnt Load landing page. You cannot tell that the landing page doesnt loadbylookingatthe
resultblock.

QueryandUserIntent ResultBlockandLP,Flag,NeedsMetRating Explanation

Query:[douglasinstruments]
Thispagedisplaysageneric404

message.ThereisnoMC,SC,or
UserLocation:SouthBend,
Adsonthepage.
Indiana

ThisresultmeritsaF
ailsMrating
UserIntent:N
avigatetothe
homepageofthiswebsite. andtheD idntLoadflag.

HerearescreenshotsofothertypesoflandingpagesthatshouldbeassignedtheD
idntLoadflag:D
1,D
2,D
3.

Additionally,usetheD
idntLoadflagfor

Malwarewarnings,suchasWarningvisitingthiswebsitemayharmyourcomputer!
Pagesthatsolicitcertificateacceptancerequests.

Hereisanexampleofamalwarewarning:

Hereisanexampleofacertificateacceptancerequest:

Copyright2017 124

14.5.2NeedsMetRatingforDidntLoadResults

AllresultblocksmustbegivenaNeedsMetrating.Ifthelandingpagetrulydoesntload,assigntheD
idntLoadflagand
ratethepageF ailsM.TrueD
idntLoadp agesareuseless.

Sometimesthepagepartiallyloadsorhasanerrormessage.GiveNeedsMetratingsbasedonhowhelpfultheresultis
forthequery.Errormessagescanbecustomizedbythewebmasterandarepartofawellfunctioningwebsite.
Sometimesthesepagesarehelpfulforthequery.

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

TheMChasanerrormessage,
Query:[boyspinksnowshoes]
buttheLPhasalotofSC.

However,thepagehasno
UserLocation:SouthBend,
informationaboutboyspinksnow
Indiana
shoesandisunhelpfulforthe

query.
UserIntent:F indinformation

aboutorpurchaseboyssnow
DonotassigntheDidntLoad
shoes.
flag.

InspiteofthecustomizedNo
Query:[biblepassages]
resultsfoundmessageontheLP,

ithaslinkstoallpassagesinthe
UserLocation:SouthBend,
bible,organizedbybook.Itwould
Indiana
beveryhelpfulformostusers.

UserIntent:F indspecific DonotassigntheD idntLoad
passagesinthebible.
flag.

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14.6UpsettingOffensiveFlag

TheInternetcontainsallsortsofcontent,includingcontentthatmanyusersfindoffensiveorupsetting.Additionally,users
ofallages,genders,races,andreligionsusetheInternettounderstandtheworldandotherpeople'spointsofview.
Usersmayissuequeriesonsensitivetopicstounderstandwhypeoplebelieve,say,ordoupsettingoroffensivethings.
Searchenginesexisttoallowuserstofindtheinformationtheyarelookingfor.

PleaseassigntheU
psettingOffensiveflagtoallwebresultsthatcontainupsettingoroffensivecontentfromthe
perspectiveofusersinyourlocale,eveniftheresultsatisfiestheuserintent.

14.6.1UsingtheUpsettingOffensiveFlag

AssigntheU psettingOffensiveflagtowebresultsthatcontainupsettingoroffensivecontent.Pleaserepresentusersin
yourlocaleanduseyourjudgmenttodeterminewhatconstitutesupsettingoroffensivecontent.Asageneralruleof
thumb,U psettingOffensiveresultscontaincontentthatissoupsettingoroffensivethatitshouldonlybeshownifthe
queryisexplicitlyseekingthistypeofcontent.

UpsettingOffensivecontenttypicallyincludesthefollowing:

Contentthatpromoteshateorviolenceagainstagroupofpeoplebasedoncriteriaincluding(butnotlimitedto)
raceorethnicity,religion,gender,nationalityorcitizenship,disability,age,sexualorientation,orveteranstatus.
Contentwithracialslursorextremelyoffensiveterminology.
Graphicviolence,includinganimalcrueltyorchildabuse.
Explicithowtoinformationaboutharmfulactivities(e.g.,howtosonhumantraffickingorviolentassault).
Othertypesofcontentthatusersinyourlocalewouldfindextremelyupsettingoroffensive.

Important:Pleasethinkaboutthepurposeofthepageandhowthecontentispresentedwhendeterminingwhetherto
assigntheU
psettingOffensiveflag.Therearemanyresultsaroundthewebthatfocusonsensitivetopicssuchaschild
abuse,violence,orracismhowever,youshouldassigntheU psettingOffensiveflagbasedonthep urpose,type,and/or
presentationofthecontentonthepagenotbecausethetopicitselfissensitiveorpotentiallyupsetting.

Forexample,aresultwithcontentthatencouragesorgraphicallydepictschildabuseshouldbeflaggedas
UpsettingOffensive.However,anaccurateinformationalpageaboutchildabuse(suchaschildabusestatistics,
prevention,etc.)shouldnotbeflagged,eventhoughchildabuseitselfisasensitivetopicthatusersmayfindupsetting.

QueryandUserIntent ResultBlockandLP,Flags Explanation

Thisresultisadiscussionofhow
toconvinceothersthatthe
Holocaustneverhappened.
Becauseofthedirectrelationship
betweenHolocaustdenialand
antiSemitism,manypeople
Query:[holocaust wouldconsideritoffensive.
history]
Thisresultshouldreceivethe

Locale:English(US) UpsettingOffensiveflag.


UserLocation:New
York,NY WhiletheHolocaustitselfisa
potentiallyupsettingtopicfor
UserIntent:Find some,thisresultisafactually
historicalinformation accuratesourceofhistorical
abouttheHolocaust. information.Furthermore,the
pagedoesnotexisttopromote
hateorviolenceagainstagroup
ofpeople,containracialslurs,or
depictgraphicviolence.


DoNOTassignthe
UpsettingOffensiveflag.

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QueryandUserIntent ResultBlockandLP,Flags Explanation

Thepurposeofthispageisto
arguethatblackpeopleare
inferior.Itfalselyrepresentsa
Query:[racismagainst scientificstudy,andmanypeople
blacks] wouldconsideritoffensive.

Locale:English(US)
Thisresultshouldreceivethe

UpsettingOffensiveflag.
UserLocation:New
York,NewYork

UserIntent:Find
information,news,or ThisWikipediapageprovidesa
otherresourcesabout wellinformedandhistorically
racismagainstBlack accurateoverviewofracismand
people. ethnicdiscriminationintheU.S.

DoNOTassignthe
UpsettingOffensiveflag.

Thepurposeofthispageisto
explaintheauthor'sbeliefthat
Islamisevil.Thepageseemsto
existtopromoteintoleranceor
hate,andthecontentwouldlikely
Query:[islam] offendmanypeople.

Locale:English(US) Thisresultshouldreceivethe
UpsettingOffensiveflag.
UserLocation:New
York,NewYork

UserIntent:Find Thisisahighqualityarticleona
informationaboutthe reputablesite,withanaccurate
religionofIslam. summaryofthemajorbeliefsand
practicesofIslam.

DoNOTassignthe
UpsettingOffensiveflag.

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14.6.2NeedsMetRatingforUpsettingOffensiveTolerantQueries

Rememberthatusersofallages,genders,races,andreligionsusesearchenginesforavarietyofneeds.Oneespecially
importantuserneedisexploringsubjectsthatmaybedifficulttodiscussinperson.Forexample,somepeoplemay
hesitatetoaskwhatracialslursmean.Peoplemayalsowanttounderstandwhycertainraciallyoffensivestatementsare
made.Givingusersaccesstoresourcesthathelpthemunderstandracism,hatred,andothersensitivetopicsisbeneficial
tosociety.

Whentheuser'squeryseemstoeitheraskforortoleratepotentiallyupsetting,offensive,orsensitivecontent,wewillcall
thequerya"UpsettingOffensivetolerantquery".ForthepurposeofNeedsMetrating,pleaseassumethatusershavea
dominanteducational/informationalintentforUpsettingOffensivetolerantqueries.Allresultsshouldberatedonthe
NeedsMetratingscaleassumingagenuineeducational/informationalintent.

Inparticular,toreceiveaH
ighlyMeetsr ating,informationalresultsaboutUpsettingOffensivetopicsmust:

1. Befoundonhighlytrustworthy,factuallyaccurate,andcrediblesources,unlessthequeryclearlyindicatesthe
userisseekinganalternativeviewpoint.
2. Addressthespecifictopicofthequerysothatuserscanunderstandwhyitisupsettingoroffensiveandwhatthe
sensitivitiesinvolvedare.

Important:
DonotassumethatUpsettingOffensivetolerantqueries"deserve"offensiveresults.
DonotassumeUpsettingOffensivetolerantqueriesareissuedbypeoplewhoholdupsettingoroffensiveviews.
Donotassumeusersaremerelyseekingtovalidateanoffensiveorupsettingperspective.

HerearesomeexamplesofhowtointerpretuserintentforqueriesaboutpossiblyUpsettingOffensivetopics.

Query UserIntentandExplanation

Usersmaywanttounderstandwhythereisdiscriminationagainstwomenorwhypeople
[arewomenevil],English(US)
maysay"womenareevil".

Assumetheintentforthisstatementisthesameasthequestion,"arewomenevil?"
[womenareevil],English(US)
Usersmaywanttounderstandwhypeoplewouldsay"womenareevil".

UserswantfactuallyaccurateinformationabouttheHolocaustorinformationaboutthe
[didtheholocausthappen?],English(US)
issueofHolocaustdenial.

UsersarelookingforinformationabouthowChristiansandtheChristianchurchviewthe
[christiansworshipthedevil],English(US)
devilandwhetherChristiansworshipthedevil.

[racistwhites],[racistblacks],(etc.), Usersarelookingforinformationaboutracismamongpeoplebelongingtotheethnicity
English(US) mentionedinthequery.

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HerearesomefullratingexamplesforpossiblyUpsettingOffensivetolerantqueries.Rememberthatyoushouldassign
theUpsettingOffensiveflagtoallupsetting/offensiveresults,eveniftheysatisfytheuserintent.

QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating,Flags

Query:[holocausthistory]

Locale:E nglish(US)

UserLocation:Seattle,
Washington

UserIntent:Findhistorical
informationabouttheHolocaust.

Query:[stormfront.org]

Locale:E nglish(US)


UserLocation:NewYork,New
York

UserIntent:Gotothehomepage
ofthewebsiteStormfront.org.

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15.0 TheRelationshipbetweenEATandNeedsMet

TheNeedsMetratingisbasedonb
oththequeryandtheresult.Youmustcarefullythinkaboutthequeryanduserintent
whenassigningaNeedsMetrating.

TheEATratingsliderdoesnotd
ependonthequery.DonotthinkaboutthequerywhenassigningaEATratingtothe
LP.

SomeresultsdonthaveaEATslider.IfaresultblockhasnoEATratingslider,youdonothavetogiveaEAT
rating.IfthereisaEATslider,pleaseassignaEATratingbasedonthelandingpage.Ifyouareunabletoevaluate
theEATratingofaF oreignLanguageorD idntLoadresult,youshouldassignaM ediumr ating.

HereissomeguidanceaboutassigningNeedsMetandEATratings:

UselessresultsshouldalwaysberatedF ailsM,evenifthelandingpagehasahighEATrating.Uselessis
useless.

Ontopic,helpful,butlowEATresultsshouldgetlowerNeedsMetratingsthanontopic,helpful,andhighEAT
results.TheNeedsMetscaleencompassesallaspectsofhelpfulness,andmanyusersfindlowEATresults
lesshelpfulthanhighEATresults.Yourratingsshouldreflectthis.

TheH Mratingshouldbegiventohelpful,highEATpagesthatareagoodfitforthequery.TheH Mratingmay

alsobeusedforresultsthatareveryhelpful,mediumquality,andhaveotherverydesirablecharacteristics,such
asveryrecentinformation.

DonotusetheH MratingifapagehaslowEATorhasanyotherundesirablecharacteristic,suchasoutdatedor
inaccurateinformation,orifitisapoorfitforthequery.WehaveveryhighstandardsfortheH Mrating.

SMisoftenanappropriateratingforlowqualitybutontopicpages.However,apagecanhavesuchlowEAT
thatitisuselessfornearlyallqueries.GibberishpagesareagoodexampleofpageswithlowEATthatshould
beratedF ailsM.Anexceptiontothisisquerieswithclearwebsiteintent,wherethetargetwebsiteshouldbe
ratedF ullyMevenifthepagehaslowEAT.

Harmful,inaccurate,misleading,deceptive,ormaliciousresultblocksshouldberatedL owestEAT.Highly
authoritative,expert,andthemosttrustworthyresultblocksshouldberatedH ighestEAT.Resultblockswith
averageornothingspecialexpertise,authoritativeness,ortrustworthinessshouldberatedM ediumEAT.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

EAT:Readthiscontentoutloud.
ThearticleontheLPisshallow
andunintentionallyhumorous.
Therearefourparagraphsoftext,
butitbasicallysaysthatelectric
carsuseelectricityandhavetobe

Query:[howdoelectric charged.

carswork]
NeedsMet:Thispagewouldbe
UserLocation:Dallas, helpfulforfewusers.

Texas

UserIntent:F ind
informationabouthow EAT:ThereisalotofhelpfulMC
electriccarswork. onthelandingpageon
Wikipedia.org.

NeedsMet:Thequeryaskshow
electriccarswork,butthearticle
ontheLPisaboutmobility
scooters.

EAT:ThisisaYMYLtopic.The
pagehasmanycharacteristicsof
alowqualitysite:nocontact
information,noindicationofwho
wrotethecontent,noevidenceof
medicalexpertise/authority,and
heavymonetizationfromAdsthat
distractfromtheMC.Therefore,
Query:[symptomsof thispageisnottrustworthy.
dehydration]
NeedsMet:Eventhoughthe
UserLocation: articleistopical,theinformationis
Memphis,Tennessee notreliableandpotentially
misleadingordangerous.
UserIntent:F
ind
informationaboutthe
symptomsof
dehydration.
EAT:ThisisaYMYLtopic.This
pageisonahighlyauthoritative
medicalwebsiteandhasalotof
reliableandaccurateMC.This
pageisverytrustworthy.

NeedsMet:Thisresultwouldbe
veryhelpfulformostusers.

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16.0 RatingQuerieswithMultipleInterpretationsandIntents

Somequeriesreallyonlyhaveonemeaning.Considerthequery[iphone],English(US).Theremaybedifferentuser
intentsforthisquery(researchiPhones,buyaniPhone,gototheiPhonepageonAppleswebsite),butallusersare
basicallyreferringtothesamething:thephonemadebyApple,Inc.

Somequeriestrulyhavedifferentpossiblemeanings.Considerthequery[apple],English(US).Someusersmaywantto
findmoreinformationonthecomputerbrandorthefruit.Werefertothesedifferentmeaningsasqueryinterpretations.

WhengivingNeedsMetratingsforresultsinvolvingdifferentqueryinterpretations,thinkabouthowlikelythequery
interpretationisandhowhelpfultheresultis.

Averyhelpfulresultforad ominantinterpretationshouldberatedH ighlyMeets,becauseitisveryhelpfulfor

manyormostusers.SomequerieswithadominantinterpretationhaveaF ullyMresult.
Averyhelpfulresultforac ommoninterpretationmaybeH ighlyMeetsorM oderatelyMeets,dependingon
howlikelytheinterpretationis.
Averyhelpfulresultforaverym
inorinterpretationm aybeS lightlyMeetsorlowerbecausefewusersmaybe
interestedinthatinterpretation.
TherearesomeinterpretationsthataresounlikelythatresultsshouldberatedF ailsM.Wecallthese nochance
interpretations.

16.1 RatingQuerieswithBothWebsiteandVisitinPersonIntent

Somequerieshavetwopossiblestrongintents:

1. Gotothewebsiteintent:inorderto,forexample,findoutinformation,buysomethingonline,makeareservation,
scheduleanappointment,interactwithcustomersupport,orfulfillsomeotherneedthatcanbesatisfiedonline
2. Visitinpersonintent:u serwantstovisitthestore,business,etc.inperson

Weknowtheuserintentistoaccomplishoneortheother,butitisunclearwhichonetheuserwants.Forthesequeries,
resultblocksthatonlysatisfyoneintentshouldNOTgetaF ullyMeetsrating.

QueryandUserIntent ResultBlockandLP NeedsMetRatingandExplanation

Query:[target]
Theresultblockshowsthreepopular
UserLocation: TargetlocationsinJacksonville,with
Jacksonville,Florida informationthatisespeciallyhelpful
foruserswhowanttovisitthestore.
UserIntent:T hereare Thisfulfillstheuserintenttofinda
twopossiblestronguser nearbyTargetlocation.
intents:mostusers
probablywanttovisita
nearbyTargetlocationor
gotothewebsitetoshop
online,research
products,findprices,etc.

Theresultisverysatisfyingandfulfills
theuserintenttoshoponlineor
otherwiseusethewebsite.

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QueryandUserIntent ResultBlockandLP NeedsMetRatingandExplanation

Query:[dmv]

UserLocation: Theresultblockshowstwonearby
Belmont,California DMVlocations,withinformationthatis
especiallyhelpfulforuserswhowant
UserIntent:T hereare tovisitthelocations.Thisfulfillsthe
twopossiblestronguser userintenttofindanearbyDMV
intents:mostusers location.
probablywanttovisita
nearbyDMVlocationor
gototheDMVwebsiteto
renewalicense,paya
fee,findsome
information,etc. Theresultisverysatisfyingandfulfills
theuserintenttofindinformationor
otherwiseusethewebsite(e.g.,to
reviewalicense,payafee).

Query:[citibank] Theresultblockshowsthreenearby
Citibanklocationsintheuserlocation
UserLocation:Palo ofPaloAlto.Theinformationis
Alto,California especiallyhelpfulforuserswhowant
tovisitthebank.Thisfulfillstheuser
UserIntent:T hereare intenttofindanearbyCitibank
twopossiblestronguser location.
intents:mostusers
probablywanttovisita
nearbyCitibanklocation
orgotothewebsiteto
bankonline.

Theresultisverysatisfyingandfulfills
theuserintenttodoonlinebankingor
otherwiseusethewebsite.

17.0 SpecificityofQueriesandLandingPages

Some queries are very general andsomequeriesarespecific.Herearesomeexamplesthatcomparelevelsofspecificity

ofEnglish(US)queries:

Query MoreSpecificQuery EvenMoreSpecificQuery

[chair] [diningroomchair] [ikeahenriksdalhighbackupholsteredchair]

[library] [harvardlibrary] [harvardanthropologylibrary]

[interviewquestions] [interviewquestionsforteachers] [practiceinterviewquestionsusedforteachforamerica]

[restaurants] [chineserestaurants] [takeoutchineserestaurantsindowntownAustin]

[coffeeshops] [starbucks] [redrockcoffeemountainview]

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ResultsforspecificqueriesareeasiertorateontheNeedsMetscalebecauseweknowmoreaboutwhattheuseris
lookingfor.GivingaNeedsMetratingforresultsforgeneralqueriescanbedifficult.Asalways,yourratingisbasedon
howhelpfultheresultisforthequery,notthespecificityfit.

Whenthequeryisabroadcategory,suchas[cafes][restaurants][hotels][books][touristattractionsinparis]etc.,popular
andprominentexamplesmaybeconsideredveryhelpful.Pleasedowebresearchtohelpyouunderstandwhatis
popularandprominentindifferentlocations.

QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

Eventhoughtherearemanyoptions,a
pageforanindividualcompanythatoffers
differentcardscouldbeveryhelpful.

EAT:Visaisawellknowncreditcard
companywithagoodreputation.

NeedsMet:ThisLPismorespecificthan
thequery,butitwouldstillbehelpfulfor
manyormostusersbecauseVisaisa
popularcreditcardcompany.

Eventhoughtherearemanyoptions,a
pageforanindividualcompanythatoffers
differentcardscouldbeveryhelpful.

EAT:Discoverisawellknowncompany
thatoffersservicesforcreditcards,
banking,andloans,andhasagood
Query:[creditcards] reputation.


UserLocation:Phoenix, NeedsMet:ThisLPismorespecificthan
Arizona thequery,butitwouldstillbehelpfulfor
manyormostusersbecauseDiscoverisa
UserIntent:U sersare popularcreditcardcompany.
probablylookingtosign
upforacreditcard Thispageoffersalistoftopcreditcardsin
online,orwantto avarietyofcategories.
researchcreditcards
beforesigningup. EAT:Thiswebsitehelpsconsumers
makemoneydecisions.Ithasagood
reputationandhasbeenrecommendedby
CNNMoneyandTheNewYorkTimes.

NeedsMet:ThisLPfitsthequery.Itwould
behelpfulformostusers.

Thispagedescribesacreditcardthat
requiresunionmembership.

EAT:Thiscompanyisanexpertonits
owncreditcard,whichisissuedbyHSBC
Bank,awellknownfinancialservices
organization.

NeedsMet:Sincethecreditcardrequires
unionmembership,thepagewouldbe
helpfulforsomeusers.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

Thisisapopulartravelaggregatorwebsite,
andthehotelpageonthesitecanhelp
usersfindhotelsintheU.S.Userscan
readreviews,comparehotels,ormakea
reservation.

EAT:Orbitzisapopularwebsitewitha
goodreputation.

NeedsMet:ThisLPfitsthequery.Itwould
beveryhelpfulformostusers.

Thisisaverypopularhotelchainwith
hotelsavailableinthemajorityoftheU.S.
atmanydifferentpricepoints.

Eventhoughthelistofpossiblehotel
chainsislong,thehomepageofan
individualchainthatoffersdifferentprices,
features,andlocationoptionscouldbe
Query:[hotels]
veryhelpful.

UserLocation:
EAT:TheMarriottwebsitegives
Jacksonville,Florida
informationonMarriotthotels,apopular

chainofhotels.Marriottisanexperton
UserIntent:U sersare
Marriotthotelsandtheinformationishighly
probablyplanningatrip,
authoritative.
butthisqueryisvery
generalandvague.
NeedsMet:ThisLPismorespecificthan
thequery,butitwouldstillbehelpfulfor
manyormostusersbecausetheMarriottis
apopularchainofhotels.

ThisisthewebpageoftheMarriott
CourtyardhotelinEmeryville,California.

EAT:TheMarriottwebsitegives
informationonMarriotthotels,apopular
chainofhotels.Thispageisprofessional,
welldesigned,andfunctionswell.Marriott
hasagoodreputationandisanexperton
Marriotthotels,makingtheinformationon
thispagehighlyauthoritative.

NeedsMet:TheLPistoospecificforthe
query,butthisisawellknownbrandand
userscannavigatetootherMarriotthotels
fromthispage.Fewuserswouldfindthis
pagehelpful.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

NeedsMet:Theresultblockshowsthree
popularTargetlocationsinJacksonville,
withinformationthatisespeciallyhelpful
foruserswhowanttovisitthestore.

NoEATratingrequired

TheLPistheTargetwebsite.

EAT:TheTargetwebsiteoffersmany
Query:[target] differentcategoriesofproductstobuy
online,aswellascoupons,store
UserLocation: information,andmoretopicsthattheyare
Jacksonville,Florida theexpertson.

UserIntent:G
oto NeedsMet:Theresultisverysatisfying
target.comorfinda formobileusersthatwanttogotothe
nearbyTargetstore. website.

TheLPisthestorelocatorpageonthe
Targetwebsite.

EAT:Targetistheexpertaboutwhere
itsstoresarelocated.Thispageisthe
mostauthoritativepageonthistopic.

NeedsMet:TheLPismorespecificthan
thequery,butmanyormostuserswould
beinterestedinthispage.

TheLPistheelectronicspageonthe
Targetwebsite.

EAT:Targethasagoodreputation,but
isnotanexpertorauthorityonmuchof
whatitsells.

NeedsMet:TheLPismorespecificthan
thequery,butmanyormostuserswould
beinterestedinthispage.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

NeedsMet:Whilethisresultblockhas
somehelpfulcontent,mostpeople
searchingforTargetarenotlookingfor
thestockpriceorthenamesoftheCEO
andFounder.AratingofSlightlyMeets
Query:[target] toS
lightlyMeets+isappropriate.

UserLocation:
Jacksonville,Florida

UserIntent:G
oto
target.comorfinda
nearbyTargetstore. NoEATratingrequired

TheLPontheTargetwebsiteisfora
specifictypeofwomenspants.

EAT:Targethasagoodreputation,butis
notanexpertorauthorityonmuchofwhat
itsells.

NeedsMet:TheLPismuchmorespecific
thanthequeryandwouldbehelpfulfor
veryfewusers.

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 QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

ThisLPhasmanychickenrecipes(with
reviews)onapopularrecipewebsite.

EAT:FoodNetworkisapopularwebsite
withagoodreputationforprovidinghigh
qualityrecipesandcookinginformation.

NeedsMet:ThisLPfitsthequery.Itwould
beveryhelpfulformostusers.

ThisLPhasasinglerecipeforchicken
parmesan.

EAT:FoodNetworkisapopularwebsite
withagoodreputationforprovidinghigh
qualityrecipesandcookinginformation.
Query:[chickenrecipes]
NeedsMet:Thisisapopulartypeof
UserLocation:Austin, chickenrecipeonapopularwebsite,but
Texas theLPismorespecificthanthequery.
Someorfewuserswouldfindthispage
UserIntent:U sers helpful.
probablywanttomakea
chickendishandare ThisLPhasover25recipesforfried
lookingforsomerecipes chicken,apopularchickendish.
tochoosefrom.Users
probablyexpectand EAT:Allrecipes.comisapopularwebsite
wantalistofrecipes. withagoodreputationforprovidinghigh
qualityrecipeswithlotsofreviews.

NeedsMet:Eventhoughthereareover25
differentrecipesontheLP,theyareallfor
thesamebasicdish.Therefore,thisLPis
alsomorespecificthanthequery.Some
orfewuserswouldfindthispagehelpful.

Thisisafakesearchpageforchicken
recipes.

EAT:Adsshouldneverdisguise
themselvesastheMCofthepage.Pages
withAdsthataredesignedtolooklikeMC
shouldbeconsidereddeceptive,making
thisfakesearchuntrustworthy.

NeedsMet:ItshouldberatedF ailsMasit
wouldbehelpfulfornousers.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

ThisLPistheofficialwebsiteforthe
museumstore.

EAT:Themuseumistheexperton
informationaboutthestore,including
hours,phonenumbers,membership
information,etc.

NeedsMet:Theresultisverysatisfyingfor
mobileusersthatwanttogotothe
website.

NeedsMet:Whiletheresultisaboutthe
museum,thehours,address,and
directionsarethesameasthemuseum
store.Thisinformationishelpfulforusers
Query:[smithsonianair searchingforthestore.
andspacemuseum
store]

UserLocation:
Washington,DC

UserIntent:G
otothe NoEATratingrequired
storewebsiteorfind
information,suchas ThisLPhasinformationabouthowto
openinghours,aboutthe volunteeratthemuseum.
museumsstorein
Washington,DC. EAT:Themuseumistheexpertontheir
ownvolunteeropportunities.Thispageis
themostauthoritativepageonthistopic.

NeedsMet:TheLPismorespecificthan
thequeryandwouldbehelpfulforfew
users.

NeedsMet:Thisisnotthemuseum
requestedinthequerysotheresultF
ails
toMeettheuserintent.

NoEATratingrequired

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18.0 NeedsMetRatingandFreshness

Somequeriesdemandveryrecentorfreshinformation.Usersmaybelookingforbreakingnews,suchasanimportant
eventornaturaldisasterhappeningrightnow.Herearedifferenttypesofqueriesdemandingcurrent/recentresults.

TypeofQuery ExampleQueries Explanation

Assumeusersneedtheinformationrightaway.

Breakingnewsqueries [tornado],[tsunami] Imaginesomeonewhoneedsimmediateweatherinformationbecause
abigstormiscoming.Informationaboutlastyear'sweatherwould
notbehelpful.

Assumeusersarelookingforthemostrecentorcurrentinformation
abouttheevent.
Recurringeventqueries,
[olympics],[americanidol],
suchaselections,sports Forexample,iftheOlympicsarehappeningrightnow,users
[redsoxschedule],[taxforms],
events,TVshows, searching[olympics]wantinformationaboutthecurrentOlympics,not
[elections]
conferences,etc. resultsfromyearsago.IfthenextOlympicsareafewmonthsaway,
usersareprobablyinterestedinthe
upcomingOlympics.

[populationofparis],[amountof
Currentinformation Assumeusersarelookingforthemostcurrentinformation,suchas
u.s.debt],[airfarefromnytosfo],
queries pricesorairfare.
[nextfederalholiday]

[iphone],[toyotacamry],[windows Assumeusersarelookingforinformationaboutthemostrecent
Productqueries
operatingsystem] model/versionfortheseproductqueries.

Whenaquerydemandsrecentcontent,onlypageswithcurrent,recent,orupdatedcontentshouldgethighNeedsMet
ratings.Forthesequeries,pagesaboutpastevents,oldproductmodelsandprices,outdatedinformation,etc.arenot
helpful.TheyshouldbeconsideredstaleandgivenlowNeedsMetratings.Insomecases,staleresultsareuseless
andshouldberatedF ailsM.

Forsomequeries,theremaybenewsyorrecentinformationuserintent,aswellasmoretimelessinformationuser
intent.Usersissuingqueriesforcelebritiesorpoliticiansmaybeinterestedinbiographicalinformation,orusersmaybe
lookingforthelatestnewsorgossip.

FreshnessisgenerallylessofaconcernforEATrating.StalepagescanhavehighEATratings.Forexample,some
highlyreputablenewswebsitesmaintainarchivalcontent.However,unmaintained/abandonedoldwebsitesor
unmaintainedandinaccurate/misleadingcontentisareasonforalowEATrating.

Note:Thedatethepagewascreatedmaybedifferentfromwhenthecontentwaslastupdatedormodified.When
contentisupdated,thepagewillsometimesshowthedateoftheupdate,notthedatethepagewascreated.Some
websitesalwaysshowthecurrentdate,regardlessofwhenthecontentwaslastupdated.Ifyouarecuriousaboutthe
contentofapage,seeh eretotrytheWaybackMachineontheInternetArchive.Notallpagesareavailable,butthis
toolmayhelpyouunderstandhowsomepageswerecreatedandhowtheircontenthaschangedovertime.

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 QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

ThisLPhasanarticleaboutthe
Query:[nasamars Curiosityroverlanding,
landing] publishedonthesamedayasthe
landing,whichisthedaythis
UserLocation:S an examplewaswritten.
Francisco,California

UserIntent:O
nthedate
thisexamplewaswritten,
NASAhadjustlanded
theCuriosityroveron ThisLPhasanarticleaboutthe
Mars.Mostusersare launchingoftheCuriosityrover,
probablylookingfor publishedninemonthsbeforeits
breakingnewsand landingonMars.Thecontenton

picturesabouttheevent.
thispagewouldbeconsidered
staleforthequery.

Query:[losangeles ThisLPshowstrafficconditionsin
traffic] LosAngelesonAugust7,2012,
whichisthedaythisexamplewas
UserLocation:Los
written.
Angeles,California

UserIntent:U sersare
lookingforc
urrent
informationabouttraffic
conditionsinLos
Angeles.Evenpages ThisLPshowstrafficconditionsin
abouttrafficconditions LosAngelesonAugust6,2012.
thedaybeforewouldbe Itisstaleanduselessforthe
consideredstaleforthe queryeventhoughitisonlyone
query. dayold.

Query:[nobelpeace ThisLPontheNewYorkTimes
prizewinner] websitehasinformationaboutthe
mostrecentwinnerofthisprize,
UserLocation:San basedonthedatewhenthis
Diego,California examplewaswritten.

UserIntent:F indthe
nameofthemostrecent
winnerofthisprize.This
isaK
nowSimplequery.
Atthetimethisexample
wasoriginallywritten, ThisLPontheBBCwebsitehas
2011wasthemost informationaboutthe2006winner
recentyearthatthe ofthisprize.Thispageisstalefor
NobelPeacePrizewas
thequery.
awarded.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

Query:[arthritis]
MedlinePlusisanauthoritative
UserLocation: websitethatregularlyupdatesits
Philadelphia, content.

Pennsylvania

UserIntent:Usersare
lookingforinformation
aboutthisdisease.
Becausethereis
ongoingresearchdone
ontreatmentsandcures
formostdiseases,users This2006articlewouldbe
areprobablylookingfor consideredstaleforthismedical
query.
authoritative,uptodate
informationonarthritis.

Query:[whenwas
franklindrooseveltborn]

UserLocation: ThisLPhastheinformationusers
Chicago,Illinois arelookingfor.

UserIntent:U serswant
tofindthiswell
understoodfact.
Wecouldntfindastalepageforthisquery. N/A

19.0 MisspelledandMistypedQueriesandResults

19.1 MisspelledandMistypedQueries

Youwillnoticethatsomequeriesaremisspelledormistyped.Herearesomeexamplesofqueriesthatareobviously
misspelled:

MisspelledQuery QueryInterpretation
[federalexpres],English(US) TheonlyreasonablequeryinterpretationisthecompanynamedFederalExpress.

[newenglandpatroits],EnglishUS) TheonlyreasonableinterpretationistheNFLfootballteam.

[byonceknowles],English(US) Theonlyreasonableinterpretationisthefamoussinger/actress,BeyonceKnowles.

Somemisspelledormistypedqueriesaremoredifficulttointerpret.Useyourjudgmentanddoqueryresearch.

Foro bviouslymisspelledormistypedqueries,youshouldbaseyourratingonuserintent,notnecessarilyonexactlyhow
thequeryhasbeenspelledortypedbytheuser.

Forqueriesthataren
oto
bviouslymisspelledormistyped,youshouldr espectthequeryaswritten,andassumeusers
arelookingforresultsforthequeryasitisspelled.

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19.2 NameQueries

Considerthequery[johnstuart],English(US).ThereisaveryfamousJonStewart,thecomedianandformerhostofa
popularU.S.televisionshow.However,weshouldnotassumethatthequery[johnstuart]hasbeenmisspelled.There
aremanypeoplenamedJohnStuart.Wewillrespectthequeryaswrittenandassumetheuserislookingforsomeone
namedJohnStuart.

QueryandPossible
ResultBlockandLP,NeedsMetRating,EATRating Explanation
UserIntents

Thepagelistsall
membersoftheLinkedIn
sitenamedMicheal
Jordan.LinkedInisa
verypopularsocial
networkingwebsitefor
professionalsintheU.S.
Query:[michealjordan], Thisresultwouldbevery
English(US) helpfulformanyormost
userstryingtofind
UserLocation:S an informationabout
Francisco,California someonenamed
MichealJordan.
UserIntent:T hereare
manypeoplenamed
MichealJordan.

Helpfulresultsformore
prominentpeoplenamed LinkedInpagefor
MichealJordanshould MichealJordan,a
receivehigherratings facilitiesservices
thanhelpfulresultsfor professionalinAtlanta,
Georgia.
lessprominentpeople
namedMichealJordan.


BecauseMichaelJordan
issuchafamous
athlete/celebrity,wewill
considerMichaelJordan
tobeaminor
interpretation.
MichaelJordansplayer
profilepageontheNBA
basketballwebsite.

20.0 NonFullyMeetsResultsforURLQueries

Raterssometimesaskthequestion,ForawellformedworkingURLquery,aretheonlyacceptableNeedsMetratingsfor
aresulteitherF ullyMeetsorF
ailstoMeet?Theanswerisno.TherecanbeotherhelpfulresultsforURLqueries.

SomeusersissueURLqueriestofindinformationaboutawebsite,suchasreviewsorrecentnews.Werecommended
thistoyouasonemethodofreputationresearchinthePQguidelines.Realusersdothistoo.Resultsthatgivereviews
andreputationinformationcanbeveryhelpfulforaURLquery.

However,websitesthatofferusagestatisticsaboutawebsitearenotusuallyhelpfulresultsforURLqueries.Mostusers
arentinterestedinthiskindofinformation.
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QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

ThisLPisthetargetofthequery.

Query:
[potterybarn.com] Onlinecouponcodesarevery
popularintheU.S.andthisLP
UserLocation:P alo (fromawellknowncouponsite)
Alto,California displayscodesforonline
purchasesonthePotteryBarn
UserIntent:P ottery website.Usersmaybeinterested
Barnisahome incouponcodesandthiswould
furnishingstore.Users beveryhelpfulforthoseshopping
maywanttogotothe onlineatpotterybarn.com,
website,doresearch,or especiallyfrequentshoppers.
findmoreinformationon
thecompany.
ThisLP(fromawellknown
reviewsite)hasreviewsofthe
potterybarn.comwebsite.Users
maybeinterestedinreading
reviewswhenconsidering
whethertomakepurchasesat
potterybarn.com,especiallynew
shoppers.

ThisLPisthetargetofthequery.

Query:
[ratemyprofessors.com]

UserLocation:L os ThisLPisaHuffingtonPost
Angeles,California articledatedAugust31,2012
aboutratemyprofessors.com.
UserIntent:G
oto Thearticlewasnewlypublished
www.ratemyprofessor
whenitwasaddedtothe
s.com,awebsite guidelines.Someusersmightbe
wherestudentscan interestedinthisarticle.
ratetheircollege
professors.
ThisLPisanarticledatedApril
17,2006aboutthe
ratemyprofessors.comwebsite.
Fewornouserswouldbe
interestedinthisoutdated
information.

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21.0 ProductQueries:Action(Do)vs.Information(Know)Intent

Someproductqueries,suchas[ipadreviews],haveaclearinformationseeking(K now)intent.Otherproductqueries,
suchas[buyipad],haveaclearpurchase(D o)intent.Andsomeproductqueries,suchas[ipadstore.apple.com],havea
clearnavigation(W ebsite)intent.However,mostproductqueriesdontobviouslyspecifyonetypeofintent.

Eventhoughtheultimategoalmaybetopurchaseaproduct,manyotheractivitiesmaytakeplacefirst:researchingthe
product(reviews,technicalspecifications),understandingtheoptionsthatareavailable(brands,models,pricing),viewing
andconsideringvariousoptions(browsing),etc.

GivehighNeedsMetratingstoresultsthatallowuserstoresearch,browse,anddecidewhattopurchase.

Important:EATratingsforproductresultsneedextracareandattention.

Often,theresultsforproductqueriesareYMYLpages.Usersneedhighqualityinformationfromauthoritativesources
whenresearchingproducts,especiallywhenproductsareexpensiveorrepresentamajorinvestment/importantlifeevent
(e.g.,cars,washingmachines,computers,weddinggifts,babyproducts).Whenbuyingproducts,usersneedwebsites
theycantrust:goodreputation,extensivecustomerservicesupport,etc.Resultsforproductqueriesmaybeimportant
forbothyourmoneyandyourlife(YMYL)!

QueryandUserIntent ResultBlockandLP,NeedsMetRating,EATRating Explanation

Query:[highdefinition
tv]
ThisLPhascomprehensive
UserLocation:L os informationaboutdifferenttypes
Angeles,California ofhighdefinitionTVs(plasma,
LCD,LED),aswellasreviews
UserIntent:T hisquery aboutmanyspecificmodels.The
doesntspecifyasizeor websiteisknownforhaving
brandofTV.Usersare helpfulreviewsandinformation
probablydoingresearch aboutelectronics.
beforemakinga
purchase.

Query:[girltoddlerjeans
size3T]
Thisisahelpfulpagefor
UserLocation:L os browsingandshoppingfortoddler
Angeles,California girlsjeans.Therearemany
optionsforjeansinsize3T.This
UserIntent:T hequery isahighqualitystoreknownfor
isveryspecific.The sellingjeans.
userwantstobrowse
andfindanitemtobuy.

Query:[cufflinks]

ThisLPhasalargecollectionof
UserLocation:L os
cufflinksfromaveryreputable
Angeles,California
retailer.Therearemanyoptions

andstyles.Thisisagoodpage
UserIntent:M ostusers
forbrowsing.Therearehelpful
probablywanttofind
differentcufflinkstyles featuresatthetoptochoose
styles,priceranges,etc.
andoptionstobrowseor
purchase.

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22.0 RatingVisitinPersonIntentQueries

Whenthereisauserlocationforavisitinpersonintentqueryandalocationhasnotbeenspecifiedinthequeryitself,
suchas[chineserestaurants]withauserlocationofB oston,MA,resultsinorneartheuserlocationarethemosthelpful.

Howcloseisnear?Thetypeofbusinessand/orentityshouldbetakenintoconsiderationwhendecidingifthedistance
ofthevisitinpersonresultistoofar.Forexample,mostpeoplearenotwillingtotravelveryfarforagasstation,coffee
shop,supermarket,etc.Thosearetypesofbusinessesthatmostusersexpecttofindnearby.

However,usersmightbewillingtotravelalittlefartherforcertainkindsofvisitinpersonresults:doctorsoffices,libraries,
specifictypesofrestaurants,publicfacilitieslikeswimmingpools,hikingtrailsinopenspaces,etc.Sometimesusersmay
acceptresultsthatareevenfartheraway,suchasaveryspecializedmedicalclinic.

Inotherwords,whenwesayusersarelookingforresultsnearby,thewordnearbycanmeandifferentdistancesfor
differentqueries.Asalways,pleaseuseyourjudgment.

22.1 ExamplesWhereUserLocationDoes(andDoesNot)Matter

Aspreviouslymentioned,theuserlocationmaynotalwayschangeourunderstandingofthequeryanduserintent.Below
isoneexamplewhereuserlocationplaysanimportantrole,andtwoexampleswhereuserlocationdoesnotmatter.

Q
ueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

ThisSCRBdisplaysthecompleteand
correctanswerprominentlyintheresult
block,inawaythatiseasyforuserson
mobiledevicestoread.

Note:Assumethattheresultshows
currentinformationforusersatthetime
thisexamplewaswritten.Ifyouwere
ratingthistask,youwouldneedtoverify
thattheminimumwagerateinthisSCRB
isaccurateforthestateofKansas.
Query:[minimumwage
rate]

UserLocation:W ichita,
Kansas
ThisistheofficialKansasstatewebsite

pageonminimumwageforKansas.
UserIntent:F indout
whatthecurrent
minimumwageis.
Differentstatesinthe
U.S.havedifferent
minimumwagerates.
Usersmightbe ThisLPhastheminimumwageratesforall
interestedinthe states.ItisontheofficialU.S.Department
minimumwageintheir ofLaborwebsite,whichhashighEATon
stateandhowit thetopic,butittakessomeworktofindthe
comparestoother informationspecifictoKansas.
places.

ThisistheofficialCaliforniastatewebsite
pageonminimumwageforCalifornia.

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QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

Query:[picturesof TheLPisapagefullofkittenpictures.
kittens] Theresultblockhasaniceassortmentof
picturesaswellthatwouldhighlysatisfy
UserLocation: users.
Pittsburgh,Pennsylvania

UserIntent:U sersare
lookingforpicturesof
kittens.Thisisa
nonvisitinpersonintent
query.Thereisno
obvioususerintentto
findpicturesofkittensin
Pittsburgh.Theuser
locationplaysnorolein Thisisalocallistingofpetsneeding
theNeedsMetrating. homesinthePittsburgharea.Thereare
nopicturesofanypetsdirectlyonthis
pageandfewpicturesontheindividual
listings.

TheuserislookingforajobatGoogleand
thereisnoinformationinthisresultblock
thatwillhelptheuserexplorejob
opportunitiesitFailstoMeettheuser
Query:[googlejobs]
need.

UserLocation:M iami,
Florida

UserIntent:U sersare
lookingforjob
opportunitiesatGoogle.

ThisisGooglesofficialpageoncareers
andjobsatGoogle,whereuserscan
searchforcurrentlyopenopportunities.
Thispageisexactlywhattheuseris
lookingforitF ullyMeetstheuserneed.

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23.0 RatingEnglishLanguageResultsinNonEnglishLocales

ThefollowingratingguidanceisforratersinnonEnglishlocales.Youmaystopreadingthissectionifyourtask
languageisEnglish,suchasEnglish(US),English(IN),English(NG),etc.

YourNeedsMetratingsshouldreflecthowhelpfultheresultisforusersinyourlocale.Whenthequeryisinthelanguage
ofyourlocale,assumethatuserswantresultsinthatlanguage.Weknowthaty oucanreadEnglish(youarereadingthis
document!),butyoushouldonlygivehighNeedsMetratingstoEnglishresultsifusersinyourlocalewouldexpector
wantthemforaparticularquery.Unlessrequestedbythequery,Englishresultsshouldbeconsidereduselessifmost
usersinthelocalecan'treadthem.

However,ratingcanbemoredifficultwhenthequeryincludesEnglishnames,words,etc.,orwhenit'sunclearwhether
Englishresultswouldbesatisfyingforaparticularquery.Pleaseuseyourjudgmentandknowledgeofyourlocaleto
determinetheappropriaterating.

Important:Pleasekeepinmindthateverylocalewillhaveuniqueconsiderationsregardingthenumberandvarietyof
languages(suchasofficiallanguages,regionallanguages,localdialects,etc.),writingsystems,andkeyboardinput
languagescommonlyinuse.Whilethisguidelinemaynotincludeexamplesforyourlocale,itisimportantthatyou
representusersinyourtasklocationandcultureinordertointerpretthequeryandrateresults.Whenindoubt,please
assumethatuserswouldpreferresultsinthetasklanguageunlessthequeryclearlyindicatesotherwise.

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23.1 ExamplesofEnglish(andNonEnglish)ResultsinNonEnglishLocales

ThesectionincludessomeexamplesusingHindi(IN)andKorean(KR)asthelocales.Inbothcases,wecannotassume
thatusersintheselocalesi.e.,HindispeakingusersinIndia,orKoreanspeakingusersinKoreaareabletoread
English.UnlessmostusersinthelocalewouldbesatisfiedbyEnglishresultsforthequery,wewillconsiderthem
unhelpfulorevenuseless(F
ailsM).

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

ThisHindilanguageWikipedia
pageon isvery
helpfulforHindi(IN)users.
Query:[ ]

Locale:Hindi(IN)

UserLocation:Delhi,India

UserIntent:T heuserwantsto ThisEnglishWikipediapage
findinformation about hassimilar
about ,anIndianartist. contenttotheHindiWikipedia
page.Althoughtherearesome
helpfulimagesonthepage,few
Hindiuserswouldbeabletoread
thispage.

ThisKoreanlanguageWikipedia
pageonBarackObamaisvery

Query:[ ] helpfulforKorean(KR)users.

Locale:Korean(KR)

UserLocation:Seoul,Korea


UserIntent: isBarack ThisEnglishWikipediapage
ObamainKorean,sotheuser aboutBarackObamahassimilar
wantstofindinformationabout contenttotheKoreanWikipedia
BarackObama. page.Althoughtherearesome
helpfulimagesonthepage,very
fewKoreanuserswouldbeable
toreadthispage.

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HerearetwoexampleswherethequeryincludespropernounstypedinLatinscript,suchasfamouspeople,places,titles
ofbooksorfilms,etc.Forthesequeries,userswouldprefertoseeresultsinthelanguageoftheirlocale.

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

Althoughthequerywastypedin
Latinscript,mostHindiusers
wouldwanttoseeinformation
aboutthispersoninHindi.This
HindilanguageWikipediapage
Query:[r onaldo]
onCristianoRonaldoisvery
helpfulforHindiIN)users.
Locale:Hindi(IN)

UserLocation:Delhi,India

UserIntent:T
heuserwantsto ThisEnglishWikipediapage
findinformationaboutCristiano aboutCristianoRonaldohas
Ronaldo,afamousfootballer. similarcontenttotheHindi
Wikipediapage.Althoughthere
aresomehelpfulimagesonthe
page,fewHindiuserswouldbe
abletoreadthispage.

Althoughthequerywastypedin
Latinscript,mostKoreanusers
wouldexpecttoseeKorean
languagereviewsorKorean
Query:[titanic1997] storesforpurchasingthemovie.

ThisKoreanresultonaKorean
Locale:Korean(KR) websiteisveryhelpful.

UserLocation:Seoul,Korea

UserIntent:Th
euserwantsto
purchaseaDVDorfind ThisEnglishlanguagelanding
informationaboutthemovie pagehashelpfulcontentforusers
Titanic,releasedin1997. whocanreadEnglish.Although
therearesomehelpfulimageson
thepage,veryfewKoreanusers
wouldbeabletoreadthispage.

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HerearetwoadditionalexampleswherethequerywastypedinLatinscript(includingsomeEnglishwords),yetusers
wouldstillprefertoseeresultsinthelanguageoftheirlocale.

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

Althoughthequeryincludessome
Englishwords,itisaHindiquery
typedinLatinscript.MostHindi
Query:[m
ahilacricketsrilanka userswouldexpecttoseeHindi
kamatch] results,likethishelpfularticle.

Locale:Hindi(IN)

UserLocation:Delhi,India

UserIntent:T
heuserwantsto
findinformationaboutawomens ThisEnglishlanguagelanding
cricketmatchagainstSriLanka pagehashelpfulcontentforusers
onFebruary17,2016. whocanreadEnglish,butfew
Hindi(IN)userswouldbeableto
readthispage.

Althoughthequerywastypedin
Latinscriptandincludessome
Englishwords,mostKorean
userswouldexpecttoseethe
Query:[samsungtablet] KoreanpageontheSamsung
website.ThisKoreanresultis
Locale:Korean(KR) veryhelpful.

UserLocation:Seoul,Korea

UserIntent:T heuserwantsto
purchase,findinformation,orgo ThisEnglishlanguagepageon
totheGalaxytabletpageonthe thewebsiteofSamsung,the
Samsungwebsite. companythatmakesthistablet,
hashelpfulcontent.Although
therearesomehelpfulimageson
thepage,veryfewKoreanusers
wouldbeabletoreadthispage.

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Ontheotherhand,theremaybequerieswheretheneedsofmostuserswouldactuallybesatisfiedbyEnglishlanguage
results,evenifthequeryitselfistypedinthetasklanguage.

Forexample,forqueriesaboutglobalbusinessesandorganizations,usersmayexpectorwanttovisittheEnglish
languageversionofthebusiness/organization'sofficialwebsiteinsomelocales.Similarly,forqueriesseekingtechnical
informationsuchasmanufacturerpartnumbers,productspecs,scientificorchemicalformulas,etc.,theanswertothe
querymaybetypicallyexpressedintheEnglishlanguageinsomelocales.

Forthesequeries,usersmayexpectorwanttoseeEnglishresultsinordertosatisfytheirneed.Pleaseuseyour
judgmentandknowledgeofyourlocaletodeterminetheappropriaterating.

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

Query:[

]

Locale:Hindi(IN)
Thisistheofficialwebsiteof
UserLocation:Delhi,India HarvardUniversity.Eventhough
thequerywastypedinHindi,this
UserIntent: is Englishwebsiteisclearlywhat
"Harvardwebsite"inHindi.Users usersarelookingfor.Users
wanttogototheofficialwebsite wouldbefullysatisfiedbythis
ofHarvardUniversity,w hichisa
result.
wellknownresearchuniversityin
Cambridge,Massachusetts.

Query:[
IOS] Thisarticlecomesfromablog
thatcontainslotsoftechnical
informationandtroubleshooting
Locale:Korean(KR) tipsaboutIToperationsand
programming.Thelandingpage
UserLocation:Seoul,Korea providesstepbystepinstructions
inKorean,alongwiththeexact
UserIntent:T hisKoreanquery commandsinEnglishthatusers
canbetranslatedas"recovering wouldneedtotypeintoaconsole
inordertorecovertheoperating
IOSonCiscoCatalystswitches".
systemforthequerieddevice.
Theuserwantstofindouthowto
Thistutorialwouldbeveryhelpful
restoretheIOSoperatingsystem
andeasytofollowforKorean
onaCiscoCatalystswitch,which
isaspecificbrand/modelof userswhoarefamiliarwiththis
typeofnetworkingdevice.
computernetworkingdevice.

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Finally,insomelocales,Englishisoneoftheofficiallanguagesoracommonlyspokenlanguage.Intheselocales,
Englishwebsitesareeasytouseandcouldbehelpful,dependingonthequery.

Forexample,theSingaporegovernmentrecognizesfourofficiallanguages:English,Malay,Chinese,andTamil,but
EnglishisthefirstandmostdominantlanguageinSingapore.

QueryandUserIntent ResultBlockandLP,NeedsMetRating Explanation

ThisWikipediapageinEnglish
aboutObamawouldbevery
Query:[barackobama] helpfultousersinSingapore.

Locale:English(SG)

UserLocation:Singapore,
Singapore

UserIntent:F
indinformation
aboutBarackObama.
ThisWikipediapageinChinese
aboutObamawouldalsobevery
helpfultousersinSingapore.

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Appendix:UsingtheEvaluationPlatform

24.0 Overview

TheEvaluationPlatformisthesystemyouwillusetoacquireandratetasks.YoucanaccesstheEvaluationPlatformby
goingtothislink:h
ttp://www.raterhub.com/evaluation/rater

AsaSearchQualityEvaluator,youwillworkonmanydifferenttypesofratingtasks.Thissectionprovidesguidanceon
howtousecertainfeaturesoftheEvaluationPlatformthatyouwillencounterfrequentlyinPageQuality(PQ)andNeeds
Met(NM)ratingtasks.Someoftheseconceptsmayapplytoothertypesofratingtasksaswell.

Important:Manytasksthatyoureceivewilldisplayprojectspecificinstructionsonthetaskpage.Youshouldalways
followtheseprojectspecificinstructionswhentheyareprovided.

25.0 AcquiringTasks

HereisasimplifiedscreenshotofthetaskacquisitionpageontheEvaluationPlatform.Pleasenotethatchangesare
sometimesmadetotheappearanceofthispage,soitmaynotlookexactlyasitappearsbelow.

Afewnotesabouthowtoacquiretasksfromthispage:

rater@gmail.com:M
akesureyouareloggedintotheaccountyouusedtosignupfortheratingprogram.

Acquireifavailable:C
lickthisbuttontoacquireanewtask.

Experimental:ThistextindicatesthatthereisanExperimentaltaskavailable.

Pleasenotethereareothertypesofratingtasks(e.g.,ResultReview,SidebySide).Sometimestherewillbe
onlyonetasktypeavailable,butothertimesyoumayseemorethanonetypedisplayed.Whenthereismore
thanonetypedisplayed,youmaychoosethetypeyouwanttoacquire.

26.0 RatingTasksUsingtheRatingInterface

Hereisageneraloutlineofthestepsyoushouldfollowuponacquiringatask:

1. Readtheinstructions:P
aycloseattentiontoanyprojectspecificinstructionsandexamplesifprovided.

2. Filloutthetask:Assignratingstoresultblocks,providecomments,answerquestions,etc.(asapplicable).

3. Checkyourwork:Verifythatyouenteredyourratingsasintended.Additionally,makesurethatyouprovideda
responsetoallrequiredquestions.

4. Submitthetask:Clickthe"Submit"buttonattheendofthepagetosubmitthetaskandcontinuerating.
Alternatively,click"SubmitandStopRating"tosubmitthetaskandreturntotheEvaluationPlatformhomepage.

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Additionally,hereareafewgeneralthingstokeepinmindwhenratingtasks:

Resultblocksaresometimesslowtoload:Beforeassigninganyratings,pleasescanthetaskpagetomake
surethatallresultblockshaveloaded.Pleasenotethatresultblocksmaybeslowtoloadand/orthatthetask
pagemayneedreloadingifthereareemptyresultblocks.Iftheresultblocksfailtoloadafterrefreshingafew
times,pleasereleasethetaskbyfollowingtheinstructionsinSection27.0below.

Sometimesasidewillnothaveanyresultblocks:IfonesidedisplaysthemessageThissidedidnotgenerate
anyresults,pleasedonotreleasethetask.

Donotrefreshthetaskpageafterassigningratings:Ifyourefreshthepageafterassigningratings,youwill
losethemandtheywillhavetobeenteredagain.

27.0 ReleasingTasks

Mostratershavedifficultyratingsometasksnowandthen.Somequeriesareabouthighlytechnicaltopics(e.g.,
computerscienceorphysics)orinvolveveryspecializedareasofinterest(e.g.,gamingortorrents).

YouwillreportproblemsandreleasetasksusingtheReportaProblem/ReleasethisTaskbuttonintheratinginterface.
HereiswhattheReportaProblem/ReleasethisTaskbuttonlookslike:

Clickingtheredbuttondisplaysamenuwithseveralreportingandreleaseoptions:

Pleasenotethatchangesaresometimesmadetothismenu,soitmaynotlookexactlyasitappearsabove.
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Ingeneral,youshouldchoosewhicheveroptionbestdescribesyourreasonforreleasingthetask.Ifyouareunsure,
pleaseselecttheclosestoption,orcontactyourvendorforfurtherguidance.

Herearesomeexamplesforthe"lackexpertiseandtechnicalproblemreleaseoptions.

Lackexpertise:Thesequeriesrequirespecializedknowledgeandmaybedifficultforsomeraters.

Query GeneralQueryTopic

[cortisolsecretionshowsablankpatternofsecretion] Scientificquery

[minecraftgunandvehicles1.1modinstaller] Gamingquery

[pythonpandasindexlikematrix] Technicalquery

Technicalproblem:Theseresultblockshavequestionmarksandothercharacterswheretextshouldbe.

Note:Basedonthenumberand/ortypeoftasksthatyourelease,youmaybeaskedtoprovideadditionaldetailsabout
thereasonforsomeofthereleases.

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28.0 UnderstandingtheUserLocationontheTaskPage

Whilemostquerybasedratingtaskshaveauserlocationlistedbelowthequery,amapwilloftenbeprovidedaswell.
Thismapcanhelpclarifywheretheuserwasphysicallylocatedwhenthequerywasissuedinamorepreciseway.

Onthemap,theuserlocationcanbeprecise(bluedot)orapproximate(bluerectangle).Herearesomeexamplesof
whatyoumightseeatthetopofthetask:

Apreciseuserlocation Sometimesyouwillsee
isrepresentedbyablue ashadedbluecircle
aroundthebluedot.The
dot( ).
bluedotistheusers
mostlikelylocation,but
itispossibletheyare
locatedanywherewithin
thelargershadedblue
region.

Theapproximateuser Themapincludesa
locationisshownasa responsepin,whichisa
bluerectangleonthe markerfora
map. visitinpersonresult
blockinthetask.If
therearethree
visitinpersonresult
blocksinthetask,there
shouldbethree

responsepinsonthe
map.

29.0 ReportingDuplicateResultsinTasks

Insomeratingtasks,youmaybeaskedtodeterminewhetheranyresultsareDuplicates(dupes).Thissectionprovides
guidanceandexamplesofhowtoreportduplicateresultsInNeedsMet(NM)ratingtasks.

29.1 PreIdentifiedDuplicates

Someduplicateresultsareautomaticallydetectedandwillbepreidentifiedforyou.Theywillbeannotatedbythetext
Sameas...rightbelowthesliderandabovetheresultblock.

Thisiswhatthesepreidentifieddupeslooklike:

LeftSide RightSide

Pleasenote:Youcannotunselectdupesthathavebeenautomaticallydetectedandpreidentified.

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29.2 RaterIdentifiedDuplicates

Youarealsoaskedtohelpidentifyduplicateresultsthathavenotbeenautomaticallydetected.Pleasemarktworesults
asdupesiftheyhaveessentiallythesamecontentonthemainlandingpageANDyouwouldnotwantasearchengineto
returnbothresultsforthequery.

PleasenotethatinNeedsMetratingandotherquerybasedtasks,dupeidentificationisq
uerydependent.

Specificqueries:F orquerieswheretheuserislookingforaspecificpieceofcontent(suchasquerieslookingfor
songlyrics,querieslookingforaspecificarticle,etc.),obtainingthatpieceofcontentfromd ifferentsitescouldbe
helpfulforuserstoverifytheinformation,sotheyshouldn otberatedasdupes.

Broadqueries:Ifthequeryisbroad,thenreturningthesamepieceofcontentisnotwhattheuserislookingfor,
andhencethoseresultss houldbeflaggedasdupes.Resultsmaybeconsidereddupeseveniftheyhaveminor
contentdifferencesonthepage(suchasdifferentads,images,orrelatedlinks).

Pleaseidentifydupesbothwithinthesamesideandacrosssides.Evenforcrosssideresults,youshouldstillask
yourselfthequestion,Woulduserswanttoseebothresultsiftheywerereturnedbythesamesearchengine?

Note:Iftworesultblockshaveverydifferenttypesofcontentorverydifferentappearances,donotmarkthemas
duplicateseveniftheyhavethesamelandingpageURL.Forexample,thesetwoblocksshouldnotbemarkedas
duplicatesofeachother.

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29.3 ReportingDuplicateResults

Whenyounoticethattheresultsintwoormoreresultblocksareduplicates,pleaseclickontheS electDupelinkatthe
topofoneoftheresults.Thecurrentresult(theresultyouclickedon)willbehighlightedinredatthetopoftheblock.

Youcanthencheckresultsthatareduplicatesofthecurrentresult,andthecheckedresultswillbehighlightedinyellow.
YoumustselecttheD
upeofbutton.

Theduplicateresultsthatyoucheckedwillbeannotatedby"D upeof..."textatthetopoftheblock.Afterselectingall
dupes,clickonthef inishselectingdupeslinktoreturntothenormalratingmode.Thelinksnamewillchangebackto
SelectDupes,andyouwillbeabletoreportothersetsofdupes,ifthereareany.Ifyouchangeyourmind,youcan
alwaysuncheckaresult.

Dupes
QUERY:[choosingandinstallingamotorcyclebattery]
URL1:h ttp://www.caimag.com/wordpress/2010/03/06/motorcyclebatteryhowtochooseinstall
URL2:h ttp://www.articlesbase.com/motorcyclesarticles/choosingandinstallingamotorcyclebattery47798.html
Reason:Bothoftheseresultsdisplaythesamearticle(whichalsoappearsonmanyotherpagesontheweb).Theonly
realdifferencebetweenthelandingpagesaretheAdsdisplayedaroundthearticle.Thequeryisbroadenoughthatusers
wouldn otbenefitbysearchenginesreturningmorethanoneoftheseresults.

Dupes
QUERY:[jasoncastro]
URL1:h ttp://www.myspace.com/jasoncastromusic
URL2:h ttp://www.myspace.com/jasoncastromusic?MyToken=503599bf01cf4427bdf4d63920c107f9
Reason:Thesetworesultshavethesamelandingpage,eventhoughtheURLsaredifferent.Userswouldn otbenefitby
searchenginesreturningbothresults.

NotDupes
QUERY:[materialgirllyrics]
URL1:h ttp://www.lyricsfreak.com/m/madonna/material+girl_20086925.html
URL2:h ttp://www.lyrics007.com/Madonna%20Lyrics/Material%20Girl%20Lyrics.html
Reason:EventhoughbothpagesdisplaythelyricstothesongMaterialGirl,userswouldprobablywanttohavethe
optiontovisitbothpagessothattheycouldverifytheaccuracyofthelyrics.Userscouldbenefitbysearchengines
returningmorethanonepagewiththelyricstothesong.

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30.0 SimplifiedNeedsMetTasks

SomeNeedsMetratingtasksmaynotrequireratingsforallblocks.Intheseblocks,theNeedsMetandEATrating
scaleswillbegreyedoutandannotatedwiththetext"NoRatingRequired".

Thegreyedoutresults(sometimesreferredtoas"contextualresults")areshowntohelpyouunderstandthequeryand
informyourratings.Youcanclickonthemwhenyoufeelliketheywillbehelpfulindeterminingyourratings.

Hereisanexample:

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