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

#SMX #14A @JennyHalasz

In the Google Quality Rater Guidelines

TRAPS AND HIDDEN GEMS

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.

Example Title Slide:

Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.


§ Humanraters– Humansmakemistakes

§ Refinealgorithms– Mustbeapplicableenmasse

§ Providesclues

Guidelines Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.


Top Three Considerations Image + Bullets Sample Slide:


Quality/QuantityofMainContent

LevelofE-A-T(Expertise,

Authority&Trust)

Reputation


Page

Domain

Reputation

Authority

Expertise

Trust

Structure

Maincontent

Speed

Quality


Trap #1: High Level of E-A-T is Required Image + Bullets Sample Slide:


§ Overachievingisn’tbad§ Sitescanhavevaryinglevels§ OnlyrequiredforYMYLpages

(YMYL=YourMoney,YourLife)


Trap #1: High Level of E-A-T is Required Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE. § Example:CRM

Software– NotaYMYLtopic– Typeofqueryis“informational”– Hightrust– Okauthority– Noexpertise


Trap #2: E-A-T is Not Enough On it’s Own Image + Bullets Sample Slide:


§ Example:Cancer– YMYLtopic– Hashighauthority,expertiseANDtrust– Maincontentnotimpressive– Informationalquery


Trap #3: I’m Not an Expert Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE. § Example:Savingfor

Retirement– YMYLTopic– Authornotfinancialexpert– Postcontentindicatesexpertise– HighlevelsofTrust/Authorityfordomain


Trap #4: Expert Roundups Image + Bullets Sample Slide:


§ Featuringexpertsdoesn’traise– Expertise– Authority– Trust…oftheauthororthesite

§ Itmaygetlinks


Trap #5: “Guest” Posts Image + Bullets Sample Slide:


§ Repostingcontent– You’renotfoolingGoogle– “MakeMoneyOnline”instantlylosestrust


Humans vs. Machines Image + Bullets Sample Slide:


MeasuringTrust


Measuring Trust Image + Bullets Sample Slide:


§ Pagedesign§ Lackofcontent– misspellings,grammarerrors,lackofediting

§ Intrusiveads§ LowBBBratingsornegativenewsarticles§ UGCspam


Hidden Gems (pp 65-66) Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE. § Expertiseexpert

§ Qualityscaleshouldnotvaryaccordingtotopic.§ Adsshouldnotbeintrusive.§ Thereisno"sweetspot"amountofcontent.


The Biggest Trap of All: Image + Bullets Sample Slide:


Quality/QuantityofMainContent

LevelofE-A-T

Reputation

Querytype

locationMobile/device

Searcherintent


Never Forget…

Linkquality

Sitearchitecture

NavigationDuplication

SpamThincontent

404s

RedirectsPageloadtime

Andmore…


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

JennyHalaszJLHMarketing919-886-5545

[email protected]