GeneralGuidelines
July27,2017
GeneralGuidelinesOverview 5
0.0IntroductiontoSearchQualityRating 6
0.1ThePurposeofSearchQualityRating 6
0.2RatersMustRepresenttheUser 6
0.3BrowserRequirements 6
0.4AdBlockingExtensions 6
0.5InternetSafetyInformation 6
Part1:PageQualityRatingGuideline 7
1.0IntroductiontoPageQualityRating 7
2.0UnderstandingWebpagesandWebsites 7
2.1ImportantDefinitions 7
2.2WhatisthePurposeofaWebpage? 8
2.3YourMoneyorYourLife(YMYL)Pages 9
2.4UnderstandingWebpageContent 9
2.4.1IdentifyingtheMainContent(MC) 10
2.4.2IdentifyingtheSupplementaryContent(SC) 10
2.4.3IdentifyingAdvertisements/Monetization(Ads) 10
2.4.4SummaryofthePartsofthePage 11
2.5UnderstandingtheWebsite 11
2.5.1FindingtheHomepage 11
2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage 13
2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation 13
2.6WebsiteReputation 14
2.6.1ReputationResearch 15
2.6.2SourcesofReputationInformation 15
2.6.3CustomerReviewsofStores/Businesses 15
2.6.4HowtoSearchforReputationInformation 15
2.6.5WhattoDoWhenYouFindNoReputationInformation 17
3.0OverallPageQualityRatingScale 17
3.1PageQualityRating:MostImportantFactors 18
3.2MoreaboutExpertise,Authoritativeness,andTrustworthiness(EAT) 18
4.0HighQualityPages 19
4.1CharacteristicsofHighQualityPages 19
4.2ASatisfyingAmountofHighQualityMainContent 19
4.3ClearandSatisfyingWebsiteInformation:WhoisResponsibleandCustomerService 20
4.4PositiveReputation 20
4.5AHighLevelofExpertise/Authoritativeness/Trustworthiness(EAT) 20
4.6ExamplesofHighQualityPages 20
5.0HighestQualityPages 24
5.1VeryHighQualityMC 24
5.2VeryPositiveReputation 24
Copyright2017 1
5.3VeryHighLevelofEAT 24
5.4ExamplesofHighestQualityPages 25
6.0LowQualityPages 30
6.1LowQualityMainContent 30
6.2UnsatisfyingAmountofMainContent 30
6.3Distracting/Disruptive/MisleadingTitles,Ads,andSupplementaryContent 31
6.3.1AdsorSCthatdisrupttheusageofMC 31
6.3.2ProminentpresenceofdistractingSCorAds 31
6.3.3MisleadingTitles,Ads,orSC 31
6.4NegativeReputation 32
6.5LackingExpertise,Authoritativeness,orTrustworthiness(EAT) 32
6.5.1UnsatisfyingAmountofInformationabouttheWebsite 32
6.6ExamplesofLowQualityPages 33
7.0LowestQualityPages 37
7.1HarmfulorMaliciousPages 37
7.2LackofPurposePages 37
7.3DeceptivePages 38
7.3.1DeceptivePagePurpose 38
7.3.2DeceptivePageDesign 38
7.4LowestQualityMainContent 39
7.4.1NoMainContent 39
7.4.2“KeywordStuffed”MainContent 39
7.4.3AutomaticallyGeneratedMainContent 40
7.4.4MisleadingorInaccurateYMYLInformationalMainContent 40
7.4.5CopiedMainContent 40
7.4.6MoreAboutCopiedContent 40
7.5NoWebsiteInformation 42
7.6HighlyUntrustworthy,Unreliable,Unauthoritative,Inaccurate,orMisleading 42
7.7Hacked,Defaced,orSpammedPagesonaWebsite 42
7.8ExtremelyNegativeorMaliciousReputation 43
7.9PromotionofHateorViolence 43
7.10ExamplesofLowestQualityPages 44
8.0MediumQualityPages 50
8.1ExamplesofMediumQualityPages 51
9.0PageQualityRatingTasks 53
9.1InstructionsforRatingPageQualityTasks 54
9.1.1RatingonYourPhone 54
9.2EAT:PageorWebsite? 54
10.0PageQualityCriteriaforSpecificTypesofPages 55
10.1RatingsforEncyclopediaPages 55
10.2RatingsforPageswithErrorMessagesorNoMC 55
10.3RatingsforForumsandQ&Apages 56
11.0PageQualityRatingFAQs 60
Copyright2017 2
Part2:UnderstandingMobileUserNeeds 61
12.0UnderstandingMobileUsers,MobileQueries,andMobileResults 61
12.1ImportantRatingDefinitionsandIdeas 62
12.2UnderstandingtheQuery 63
12.3LocaleandUserLocation 63
12.4QuerieswithanExplicitLocation 64
12.5QuerieswithMultipleMeanings 64
12.6QueryMeaningsCanChangeOverTime 65
12.7UnderstandingUserIntent 66
12.7.1KnowandKnowSimpleQueries 66
12.7.2DoandDeviceActionQueries 67
12.7.3WebsiteQueries 68
12.7.4VisitinPersonQueriesandUserLocation 69
12.7.5QuerieswithMultipleUserIntents 72
12.8UnderstandingResultBlocks 72
12.8.1WebSearchResultBlockExamples 72
12.8.2SpecialContentResultBlockExamples 73
12.8.3DeviceActionResultBlockExamples 75
12.8.4HowDeviceActionResultsareDisplayedinRatingTasks 77
12.9RatingonYourPhoneIssues 80
Part3:NeedsMetRatingGuideline 81
13.0RatingUsingtheNeedsMetScale 81
13.1RatingResultBlocks:BlockContentandLandingPages 81
13.2FullyMeets(FullyM) 84
13.2.1ExamplesofFullyMeets(FullyM)ResultBlocks 84
13.2.2ExamplesofQueriesthatCannotHaveFullyMeetsResults 93
13.3HighlyMeets(HM) 94
13.3.1ExamplesofHighlyMeets(HM)ResultBlocks 94
13.4ModeratelyMeets(MM) 103
13.4.1ExamplesofModeratelyMeets(MM)ResultBlocks 103
13.5SlightlyMeets(SM) 105
13.5.1ExamplesofSlightlyMeets(SM)ResultBlocks 105
13.6FailstoMeet(FailsM) 108
13.6.1ExamplesofFailstoMeet(FailsM)ResultBlocks 108
14.0RatingPorn,ForeignLanguage,Didn’tLoad,andUpsettingOffensiveResults 119
14.1PornFlag 119
14.2NeedsMetRatingforPornResults 119
14.2.1NeedsMetRatingforClearNonPornIntentQueries 119
14.2.2NeedsMetRatingforPossiblePornIntentQueries 120
14.2.3NeedsMetRatingforClearPornIntentQueries 120
14.3ReportingIllegalImages 121
14.4ForeignLanguageFlag 121
14.4.1UsingtheForeignLanguageFlag 121
14.4.2NeedsMetRatingforForeignLanguageResults 122
14.5Didn’tLoadFlag 124
Copyright2017 3
14.5.1UsingtheDidn’tLoadFlag 124
14.5.2NeedsMetRatingforDidn’tLoadResults 125
14.6UpsettingOffensiveFlag 126
14.6.1UsingtheUpsettingOffensiveFlag 126
14.6.2NeedsMetRatingforUpsettingOffensiveTolerantQueries 128
15.0TheRelationshipbetweenEATandNeedsMet 130
16.0RatingQuerieswithMultipleInterpretationsandIntents 132
16.1RatingQuerieswithBothWebsiteandVisitinPersonIntent 132
17.0SpecificityofQueriesandLandingPages 133
18.0NeedsMetRatingandFreshness 140
19.0MisspelledandMistypedQueriesandResults 142
19.1MisspelledandMistypedQueries 142
19.2NameQueries 143
20.0NonFullyMeetsResultsforURLQueries 143
21.0ProductQueries:Action(Do)vs.Information(Know)Intent 145
22.0RatingVisitinPersonIntentQueries 146
22.1ExamplesWhereUserLocationDoes(andDoesNot)Matter 146
23.0RatingEnglishLanguageResultsinNonEnglishLocales 148
23.1ExamplesofEnglish(andNonEnglish)ResultsinNonEnglishLocales 149
Appendix:UsingtheEvaluationPlatform 154
24.0Overview 154
25.0AcquiringTasks 154
26.0RatingTasksUsingtheRatingInterface 154
27.0ReleasingTasks 155
28.0UnderstandingtheUserLocationontheTaskPage 157
29.0ReportingDuplicateResultsinTasks 157
29.1PreIdentifiedDuplicates 157
29.2RaterIdentifiedDuplicates 158
29.3ReportingDuplicateResults 159
30.0SimplifiedNeedsMetTasks 160
Copyright2017 4
GeneralGuidelinesOverview
WelcometotheSearchQualityRatingProgram!
AsaSearchQualityevaluator,youwillworkonmanydifferenttypesofratingprojects.TheGeneralGuidelinesprimarily
coverPageQuality(PQ)ratingandNeedsMet(NM)rating;however,theconceptsarealsoimportantformanyother
typesofratingtasks.
Forbrevity,wereferto“SearchQualityEvaluators”as“raters”intheseguidelines.
Copyright2017 5
0.0 IntroductiontoSearchQualityRating
0.1 ThePurposeofSearchQualityRating
Yourratingswillbeusedtoevaluatesearchenginequalityaroundtheworld.Goodsearchenginesgiveresultsthatare
helpfulforusersintheirspecificlanguageandlocale.
Itisimportantthatyouarefamiliarwithandcomfortableusingasearchengine.Weencourageyoutobeanexpertin
Googlesearch!Forexample,experimentwithusingoperators(e.g.,quotesoradash)inyoursearchesortryusing
Google’sadvancedsearchoption.
0.2 RatersMustRepresenttheUser
Itisveryimportantforyoutorepresentusersinthelocaleyouevaluate.Youmustbeveryfamiliarwiththetasklanguage
andlocationinordertorepresenttheexperienceofusersinyourlocale.Ifyoudonothavetheknowledgetodothis,
pleaseinformyourvendor.
0.3 BrowserRequirements
Checkwithyourvendorforbrowserrequirements.Youmayusehelpfulbrowseraddonsorextensions,butpleasedonot
useaddonsorextensionsthatinterferewithoraltertheuserexperienceofthepage.
0.4 AdBlockingExtensions
DonotuseaddonsorextensionsthatblockadsforNeedsMetratingorPageQualityrating.Theseaddonsor
extensionsmaycauseyoutogiveincorrectratings.Asarater,onlyuseanadblockingextensionoraddonifspecifically
instructedtodosointheprojectspecificinstructions.
0.5 InternetSafetyInformation
Inthecourseofyourwork,youwillvisitmanydifferentwebpages.Someofthemmayharmyourcomputerunlessyouare
careful.Pleasedonotdownloadanyexecutables,applications,orotherpotentiallydangerousfiles,orclickonanylinks
thatyouareuncomfortablewith.
Itisstronglyrecommendedthatyouhaveantivirusandantispywareprotectiononyourcomputer.Thissoftware
mustbeupdatedfrequentlyoryourcomputerwillnotbeprotected.Therearemanyfreeandforpurchase
antivirusandantispywareproductsavailableontheweb.
SeehereforaWikipediapageonantivirussoftwareandhereforaWikipediapageonspyware.
Wesuggestthatyouonlyopenfileswithwhichyouarecomfortable.Thefileformatslistedbelowaregenerally
consideredsafeifantivirussoftwareisinplace.
.txt(textfile)
.pptor.pptx(MicrosoftPowerPoint)
.docor.docx(MicrosoftWord)
.xlsor.xlsx(MicrosoftExcel)
.pdf(PDF)files
Ifyouencounterapagewithawarningmessage,suchas“Warningvisitingthiswebsitemayharmyourcomputer,”orif
yourantivirussoftwarewarnsyouaboutapage,youshouldnottrytovisitthepagetoassignarating.
YoumayalsoencounterpagesthatrequireRealPlayerortheAdobeFlashplugin.Thesearegenerallysafetodownload.
Copyright2017 6
Part1:PageQualityRatingGuideline
1.0 IntroductiontoPageQualityRating
APageQuality(PQ)ratingtaskconsistsofaURLandagridtorecordyourobservations,inordertoguideyour
explorationofthelandingpageandthewebsiteassociatedwiththeURL.Ultimately,thegoalofPageQualityratingisto
evaluatehowwellthepageachievesitspurpose.Becausedifferenttypesofwebsitesandwebpagescanhavevery
differentpurposes,ourexpectationsandstandardsfordifferenttypesofpagesarealsodifferent.
Here'swhatyou'llneedtobeasuccessfulPageQualityrater:
Yourexperienceusingthewebasanordinaryuserinyourratinglocale.
Indepthknowledgeoftheseguidelines.
Andmostimportantly—practicedoingPQratingtasks!
Theexamplesintheseguidelinesareveryimportant.Pleasevieweachoneandkeepinmindafewnotesaboutthe
examples:
Webpagesandwebsiteschangerapidly,soweuseimagesor"snapshots"ofwebpagesinmostofourexamples.
Theinformationintheexampleswasaccurateatthetimeitwasadded,butcontentandwebsitesmaychange
overtime.
Someexamplesshowpagesondesktopandsomeshowpagesonmobiledevices.
2.0 UnderstandingWebpagesandWebsites
PQratingrequiresanindepthunderstandingofwebsites.We'llstartwiththebasics.Alongtheway,we'llshare
importantinformationaboutPageQualityrating,sopleasereadthroughthissectionevenifyouareawebsiteexpert!
2.1 ImportantDefinitions
Herearesomeimportantdefinitions:
AwebpageisconnectedtotheWorldWideWebandcanbeviewedor"visited"usingawebbrowser(e.g.,Chrome),a
browseronyourphone,orasearchapp.Inthe1990s,webpagecontentwasmostlytextandlinks.Today,webpage
contentincludesmanyformsofmedia(suchasimages,videos,etc.)andfunctionality(suchasonlineshoppingfeatures,
email,calculatorfunctionality,onlinegames,etc.).
AURLisacharacterstringthatyourwebbrowserusesto“find”anddisplayawebpage.PageQualityratingdoesn't
requireyoutohaveindepthunderstandingofthestructureofURLs,i.e.,youdon’tneedtoknowthedifferencebetween
host,domain,etc.Butifyouareinterested,seeheretoreadmore.
AwebsiteorsiteisagroupofWorldWideWebpagesusuallycontaininghyperlinkstoeachotherandmadeavailable
onlinebyanindividual,company,educationalinstitution,government,ororganization.Popularwebsitesinclude
Facebook,Wikipedia,Yahoo,YouTube,etc.
Note:Intheseguidelines,wewillusetheword“website”torefertoacollectionofpagesownedandcontrolledbyasingle
entity(individual,business,etc.).Butwewillalsouse“website”torefertomajor“independent”sections(orhosts)of
somewebsitesthatwerecreatedtoachieveseparatepurposes.Forexample,theYahoowebsiteisorganizedinto
differentsections(orhosts),suchasYahooFinance(finance.yahoo.com),YahooMail(mail.yahoo.com),YahooSports
(sports.yahoo.com),etc.Eachofthesehasitsownpurpose.It’sOKtorefertoeachofthesesectionsasawebsite;for
example,theYahooFinancewebsiteandtheYahooSportswebsite.YoumayalsorefertopagesonYahooFinanceor
YahooSportsasbelongingtotheYahoowebsite.
Copyright2017 7
Ahomepageofawebsiteisthemainpageofthesite.Itisusuallythefirstpagethatusersseewhenthesiteloads.For
example,http://www.apple.comisthehomepageoftheApplesite,http://www.yahoo.comisthehomepageoftheYahoo
companysite,andhttp://finance.yahoo.comisthehomepageofYahooFinance.Youcanusuallyfindthehomepageofa
websitebyclickingona“home”linkorlogolinkonsubpagesofawebsite.
Asubpageonawebsiteisanypageonthesiteotherthanthehomepage.Forexample,http://www.apple.com/iphoneis
asubpageontheApplewebsite,andhttp://finance.yahoo.com/optionsisasubpageontheYahooFinancewebsite.
Awebmasteristhepersonwhoisresponsibleformaintainingawebsite.
Important:Youmustbeverycomfortableexploringwebsites,bothbyclickinglinksandmodifyingURLsintheaddress
barofyourwebbrowser.Becomeawebsitedetectiveandexplorer!
2.2 WhatisthePurposeofaWebpage?
Thepurposeofapageisthereasonorreasonswhythepagewascreated.EverypageontheInternetiscreatedfora
purpose,orformultiplepurposes.Mostpagesarecreatedtobehelpfulforusers.Somepagesarecreatedmerelyto
makemoney,withlittleornoefforttohelpusers.Somepagesareevencreatedtocauseharmtousers.Thefirststepin
understandingapageisfiguringoutitspurpose.
WhyisitimportanttodeterminethepurposeofthepageforPQrating?
ThegoalofPQratingistodeterminehowwellapageachievesitspurpose.Inordertoassignarating,youmust
understandthepurposeofthepageandsometimesthewebsite.
Byunderstandingthepurposeofthepage,you'llbetterunderstandwhatcriteriaareimportanttoconsiderwhen
evaluatingthatparticularpage.
Websitesandpagesshouldbecreatedtohelpusers.Websitesandpagesthatarecreatedwithintenttoharm
users,deceiveusers,ormakemoneywithnoattempttohelpusers,shouldreceivetheLowestPQrating.More
onthislater.
Aslongasthepageiscreatedtohelpusers,wewillnotconsideranyparticularpagepurposeortypetobehigherquality
thananother.Forexample,encyclopediapagesarenotnecessarilyhigherqualitythanhumorpages.
Important:Therearehighestqualityandlowestqualitywebpagesofalldifferenttypesandpurposes:shoppingpages,
newspages,forumpages,videopages,pageswitherrormessages,PDFs,images,gossippages,humorpages,
homepages,andallothertypesofpages.ThetypeofpagedoesnotdeterminethePQrating—youhavetounderstand
thepurposeofthepagetodeterminetherating.
Commonhelpfulpagepurposesinclude(butarenotlimitedto):
Toshareinformationaboutatopic.
Tosharepersonalorsocialinformation.
Tosharepictures,videos,orotherformsofmedia.
Toexpressanopinionorpointofview.
Toentertain.
Tosellproductsorservices.
Toallowuserstopostquestionsforotheruserstoanswer.
Toallowuserstosharefilesortodownloadsoftware.
Hereareafewexampleswhereitiseasytounderstandthepurposeofthepage:
TypeofPage
PurposeofthePage
Newswebsitehomepage
Toinformusersaboutrecentorimportantevents.
Shoppingpage
Tosellorgiveinformationabouttheproduct.
Videopage
Toallowuserstowatchavideo.
Currencyconverterpage
Tocalculateequivalentamountsindifferentcurrencies.
Copyright2017 8
Herearetwoexamplesofhelpfulpageswherethepurposeofthepageisnotasobvious:
Pagewitha
NonObviousPurpose
Discussion
ChristopherColumbus
PageExample
Thispagelooksasthoughthepurposeistosharefactualinformation,butthepagestarts
withthetext“ChristopherColumbuswasbornin1951inSydney,Australia.”Thisis
obviouslyinaccurate!Wasthispagecreatedtohelpusersortotrickandconfuseusers?
Inthiscase,exploringthewebsitecanhelpusunderstandthepurposeofthepage.This
websitewasbuiltbyeducatorstoteachaboutinterpretinginformationfoundontheInternet.
AfterreadingaboutthewebsiteontheAboutThisSitepage,itshouldbeclearthatthe
purposeofthepageistoserveasaneducationaltool.Theinformationonthepageis
deliberatelyinaccuratesothatitcanbeusedasanexampleofmisinformationonthe
Internet.Thispageandwebsitedohaveahelpfulandbeneficialpurpose.
OmNomNomNomPage
Example
Atfirstglance,thispagemayseempointlessorstrange.However,itisapagefroma
humoroussitethatencouragesuserstopostphotoswithmouthsdrawnonthem.The
purposeofthepageishumororartisticexpression.Thispagehasahelpfulorbeneficial
purpose.
EventhoughtheAboutpageonthiswebsiteisnotveryhelpful,thewebsiteexplainsitself
onitsFAQpage.
2.3 YourMoneyorYourLife(YMYL)Pages
Sometypesofpagescouldpotentiallyimpactthefuturehappiness,health,orfinancialstabilityofusers.Wecallsuch
pages“YourMoneyorYourLife”pages,orYMYL.ThefollowingareexamplesofYMYLpages:
Shoppingorfinancialtransactionpages:webpagesthatallowuserstomakepurchases,transfermoney,pay
bills,etc.online(suchasonlinestoresandonlinebankingpages).
Financialinformationpages:webpagesthatprovideadviceorinformationaboutinvestments,taxes,retirement
planning,homepurchase,payingforcollege,buyinginsurance,etc.
Medicalinformationpages:webpagesthatprovideadviceorinformationabouthealth,drugs,specificdiseases
orconditions,mentalhealth,nutrition,etc.
Legalinformationpages:webpagesthatprovidelegaladviceorinformationontopicssuchasdivorce,child
custody,creatingawill,becomingacitizen,etc.
Newsarticlesorpublic/officialinformationpagesimportantforhavinganinformedcitizenry:webpages
thatincludeinformationaboutlocal/state/nationalgovernmentprocesses,people,andlaws;disasterresponse
services;governmentprogramsandsocialservices;newsaboutimportanttopicssuchasinternationalevents,
business,politics,science,andtechnology;etc.Pleaseuseyourjudgmentandknowledgeofyourlocale.Keep
inmindthatnotallnewsarticlesarenecessarilyconsideredYMYL.
Other:therearemanyothertopicsthatyoumayconsiderYMYL,suchaschildadoption,carsafetyinformation,
etc.Pleaseuseyourjudgment.
WehaveveryhighPageQualityratingstandardsforYMYLpagesbecauselowqualityYMYLpagescouldpotentially
negativelyimpactusers’happiness,health,orfinancialstability.
2.4 UnderstandingWebpageContent
Allofthecontentonawebpagecanbeclassifiedasoneofthefollowing:MainContent(MC),SupplementaryContent
(SC),orAdvertisements/Monetization(Ads).InordertounderstandthepurposeofawebpageanddoPQrating,youwill
needtobeabletodistinguishamongthesedifferentpartsofthepage.
Webpagedesigncanbecomplicated,somakesuretoclickaroundandexplorethepage.Seewhatkindofcontentis
behindthetabsandtestouttheinteractivepagefeatures.ContentbehindthetabsmaybeconsideredpartoftheMC,
SC,orAds,dependingonwhatthecontentis.
Copyright2017 9
2.4.1IdentifyingtheMainContent(MC)
MainContentisanypartofthepagethatdirectlyhelpsthepageachieveitspurpose.WebmastersdirectlycontroltheMC
ofthepage(exceptforusergeneratedcontent).MCcanbetext,images,videos,pagefeatures(e.g.,calculators,
games),oritcanbeusergeneratedcontentsuchasvideos,reviews,articles,etc.thatusershaveaddedoruploadedto
thepage.Notethattabsonsomepagesleadtoevenmoreinformation(e.g.,customerreviews)andcansometimesbe
consideredpartoftheMCofthepage.
TypeofPageandPurpose
MCHighlightedinYellow
Newswebsitehomepage:thepurposeistoinformusersaboutrecentorimportantevents.
MCNewsHomepage
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic.
MCNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
ContentbehindtheReviews,Shipping,andSafetyInformationtabsareconsideredtobe
partoftheMC.
MCShoppingPage
Videopage:thepurposeistoallowuserstoviewavideo.
MCVideoPage
Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies.
MCCurrencyConverter
Blogpostpage:thepurposeistodisplayablogpost.
MCBlogPostPage
Searchenginehomepage:thepurposeistoallowuserstoenteraqueryandsearchtheInternet.
MCSearchEngineHomepage
Bankloginpage:thepurposeistoallowuserstologintobankonline.
MCBankLoginPage
2.4.2IdentifyingtheSupplementaryContent(SC)
SupplementaryContentcontributestoagooduserexperienceonthepage,butdoesnotdirectlyhelpthepageachieveits
purpose.SCiscontrolledbywebmastersandisanimportantpartoftheuserexperience.OnecommontypeofSCis
navigationlinksthatallowuserstovisitotherpartsofthewebsite.Notethatinsomecases,contentbehindtabsmaybe
consideredpartoftheSCofthepage.
SometimestheeasiestwaytoidentifySCistolookforthepartsofthepagethatarenotMCorAds.
TypeofPageandPurpose
SCHighlightedinBlue
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic.
SCNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
SCShoppingPage
Videopage:thepurposeistoallowuserstoviewavideo.
SCVideoPage
Blogpostpage:thepurposeistodisplayablogpost.
SCBlogPostPage
2.4.3IdentifyingAdvertisements/Monetization(Ads)
Adsmaycontributetoagooduserexperience.Advertisements/Monetization(Ads)iscontentand/orlinksthatare
displayedforthepurposeofmonetizing(makingmoneyfrom)thepage.ThepresenceorabsenceofAdsisnotbyitselfa
reasonforaHighorLowqualityrating.Withoutadvertisingandmonetization,somewebpagescouldnotexistbecauseit
costsmoneytomaintainawebsiteandcreatehighqualitycontent.
Thereareseveraldifferentwaystomonetizeawebpage,includingadvertisementsandaffiliateprograms.Seeherefor
moreinformationonwebsitemonetization.Notethatmonetizationonmobilepagesmaybemoresubtlethan
monetizationondesktoppages.
Themostcommontypeofmonetizationisadvertisements.Adsmaybelabeledas"ads,""sponsoredlinks,"“sponsored
listings,”“sponsoredresults,”etc.Usually,youcanclickonthelinksormouseoverthecontenttodeterminewhetherthey
areAds,astheyoftenrefertoaURLoutsideofthatwebsite.Adsmaychangewhenyoureloadthepage,anddifferent
usersmayseedifferentAdsonthesamepage.
WebmasterscanchoosetodisplayAdsontheirpage(suchasbyjoininganadvertisingnetwork),buttheymaynot
alwaysdirectlycontrolthecontentoftheAds.However,wewillconsiderawebsiteresponsiblefortheoverallqualityof
theAdsdisplayed.
Copyright2017 10
Important:Forthepurposeofthisguideline,wewillconsidermonetizedlinksofanytypetobe“Ads.”Seeherefor
differenttypesofwebsitemonetization.
TypeofPageandPurpose
AdsHighlightedinRed
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic.
AdsNewsArticle
Videopage:thepurposeistoallowuserstoviewavideo.
AdsVideoPage
Blogpostpage:thepurposeistodisplayablogpost.
AdsBlogPostPage
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
Noads–ShoppingPage
2.4.4SummaryofthePartsofthePage
Let'sputitalltogether.
MainContent(MC)isanypartofthepagethatdirectlyhelpsthepageachieveitspurpose.MCis(orshouldbe!)the
reasonthepageexists.ThequalityoftheMCplaysaverylargeroleinthePageQualityratingofawebpage.
SupplementaryContent(SC)isalsoimportant.SCcanhelpapagebetterachieveitspurposeoritcandetractfrom
theoverallexperience.
Manypageshaveadvertisements/monetization(Ads).Withoutadvertisingandmonetization,somewebpages
couldnotexistbecauseitcostsmoneytomaintainawebsiteandcreatehighqualitycontent.Thepresenceor
absenceofAdsisnotbyitselfareasonforaHighorLowqualityrating.
Onsomepages,reviewsmaybeconsideredMC,andonotherpagestheymaybeconsideredSC.Useyourbest
judgmentandthinkaboutthepurposeofthepage.
Donotworrytoomuchaboutidentifyingeverylittlepartofthepage.ThinkaboutwhichpartsofthepagearetheMC.
Next,lookfortheAds.AnythingleftovercanbeconsideredSC.
TypeofPageandPurpose
MC,SC,andAdsHighlighted
Newsarticlepage:thepurposeistocommunicateinformationaboutaneventornewstopic.
SummaryNewsArticle
Storeproductpage:thepurposeistosellorgiveinformationabouttheproduct.
SummaryShoppingPage
Videopage:thepurposeistoallowuserstoviewavideo.
SummaryVideoPage
Currencyconverterpage:thepurposeistocalculateequivalentamountsindifferentcurrencies.
SummaryCurrencyConverter
Blogpostpage:thepurposeistodisplayablogpost.
SummaryBlogPostPage
Bankloginpage:thepurposeistoallowuserstologintobankonline.
SummaryBankLoginPage
2.5 UnderstandingtheWebsite
Pagesoftenmakemoresensewhenviewedaspartofawebsite.SomeofthecriteriainPageQualityratingarebased
onthewebsitethepagebelongsto.
Inordertounderstandawebsite,lookforinformationaboutthewebsiteonthewebsiteitself.Websitesareusuallyvery
eagertotellyouallaboutthemselves!
Youmustalsolookforreputationinformationaboutthewebsite.Weneedtofindoutwhatoutside,independentsources
sayaboutthewebsite.Whenthereisdisagreementbetweenwhatthewebsitesaysaboutitselfandwhatreputable
independentsourcessayaboutthewebsite,we’lltrusttheindependentsources.
2.5.1FindingtheHomepage
Thehomepageofawebsiteusuallycontainsorhaslinkstoimportantinformationaboutthewebsite.Webmastersusually
makeiteasytogettothehomepageofthewebsitefromanypageonthesite.
Copyright2017 11
Here'showtofindthehomepageofawebsite:
ExaminethelandingpageoftheURLinyourPQratingtask.
Findandclickonthelinklabeled“home”or“mainpage.”
Havingtroublefindingit?Tryusing“CtrlF”(“commandF”onaMac)tosearchthepageforthetext“home”or
“main.”Youmayalsotryclickingonthewebsitelogo,whichisusuallyatthetopofthepage.
Sometimes,youmaybegivenawebpageorwebsitethatappearstohavenonavigationlinks,nohomepagelink,andno
logoorothermeanstofindthehomepage.EvensomeHighorHighestqualitypageslackawaytonavigatetothe
homepage.Ifyoucan'tfindalinktothehomepage,modifytheURLbyremovingeverythingtotherightof“.com,”“.org,”
“.net,”“.info,”etc.andrefreshthepage.
Occasionally,yourratingtaskwillincludeaURLforwhichtherearetwoormorejustifiable“homepage”candidates.For
example,youmaynotbesurewhetherthehomepageoftheURLhttp://finance.yahoo.com/news/categorystocksis
http://finance.yahoo.comorhttp://www.yahoo.com.
Important:Whenyouhavemorethanonehomepage“candidate,”pleaseusewhicheveroneoffersthemostinformation
aboutthespecificwebpageintheratingtask.Useyourjudgment.Thegoalistounderstandthewebpageandthe
website(s)itisassociatedwith,notfindtheoneunique,correcthomepage.

Inthefollowingexamples,wehaveincludedtheURLofthepagetobeevaluatedintheratingtask,aswellastheURLof
itsassociatedhomepage.Wehavealsoincludedanimagethatshowswheretoclickonthelandingpagetonavigateto
thehomepage.Intheimage,youwillseearedboxaroundthelinkorlogoyouwouldclicktonavigatetothehomepage.
URLoftheTaskPage
http://www.williamssonoma.c
om/products/shunpremier7
pieceknifeblockset
http://answers.yahoo.com/qu
estion/index;_ylt=AnAYEU1f
ED6ncg1jRCFy30kk5XNG;_y
lv=3?qid=20091214193523A
AQqHQS
http://hms.harvard.edu/about
hms/factsfigures
Copyright2017 12
2.5.2FindingWhoisResponsiblefortheWebsiteandWhoCreatedtheContentonthePage
Everypagebelongstoawebsite,anditshouldbeclear:

Who(whatindividual,company,business,foundation,etc.)isresponsibleforthewebsite.
Who(whatindividual,company,business,foundation,etc.)createdthecontentonthepageyouareevaluating.
Websitesareusuallyveryclearaboutwhocreatedthecontentonthepage.Therearemanyreasonsforthis:
Commercialwebsitesmayhavecopyrightedmaterialtheywanttoprotect.
Businesseswantuserstoknowwhotheyare.
Artists,authors,musicians,andotheroriginalcontentcreatorsusuallywanttobeknownandappreciated.
Foundationsoftenwantsupportandevenvolunteers.
Highqualitystoreswantuserstofeelcomfortablebuyingonline.
Mostwebsiteshave“contactus”or“aboutus”or“about”pagesthatprovideinformationaboutwhoownsthesite.Many
companieshaveanentirewebsiteorblogdevotedtowhotheyareandwhattheyaredoing,whatjobsareavailable,etc.
GoogleandMarriottarebothexamplesofthis,andtherearemanyothers:
GoogleOfficialBlog
MarriottBlog
SouthwestAirlinesBlog
NetflixTechBlog
Oftenabusinessororganizationisresponsibleforthecontentofawebsite,notanindividualperson.TheIBM
Corporationisresponsibleforthecontentonibm.com.TheClevelandClinicisresponsibleforthecontenton
clevelandclinic.org.Anindividualisnotresponsibleforthecontentonthesewebsites,eventhoughmanyindividuals
contributedtocreatingandmaintainingthecontent.Inthesecases,wewillviewthebusinessororganizationas
responsibleforthecontentoneverysinglepage,aswellasmaintenanceofthewebsite.
Onsomewebsites,userscreatetheMCofmanypages,whilethebusinessororganizationitselfmaintainsthewebsite.
ThecompanyFacebookisresponsiblefortheFacebookwebsite,butindividualscreatethecontentontheirpersonal
Facebookpages.ThecompanyWikipediaisresponsiblefortheWikipediawebsite,butindividualscreatearticlecontent.
OtherwebsiteswithusergeneratedcontentincludeYouTube,Twitter,othersocialnetworkingwebsites,otherarticle
publishingwebsites,Q&Awebsites,forums,etc.Forthesewebsites,youmustlookateachpagetodeterminethe
author(s)orcreator(s)ofthecontentonthatpage.
Finally,therearesomewebsitesthatshowlicensedorsyndicatedcontent.Thismeansthatthewebsitehaspaidmoney
orhassomebusinessrelationshipwiththecreatorofthecontent.Inthesecases,wewillconsiderthewebsiteitselftobe
responsibleforthelicensedorsyndicatedcontent,evenifitwasn’tcreatedbythewebsite.
2.5.3FindingAboutUs,ContactInformation,andCustomerServiceInformation
Manywebsitesareinterestedincommunicatingwiththeirusers.Therearemanyreasonsthatusersmighthavefor
contactingawebsite,fromreportingproblemssuchasbrokenpages,toaskingforcontentremoval.Manywebsitesoffer
multiplewaysforuserstocontactthewebsite:emailaddresses,phonenumbers,physicaladdresses,webcontactforms,
etc.Sometimes,thiscontactinformationisevenorganizedbydepartmentandprovidesthenamesofindividualsto
contact.
Copyright2017 13
Thetypesandamountofcontactinformationneededdependonthetypeofwebsite.Contactinformationandcustomer
serviceinformationareextremelyimportantforwebsitesthathandlemoney,suchasstores,banks,creditcard
companies,etc.Usersneedawaytoaskquestionsorgethelpwhenaproblemoccurs.
Forshoppingwebsites,we'llaskyoutodosomespecialchecks.Lookforcontactinformation—includingthestore’s
policiesonpayment,exchanges,andreturns.Sometimesthisinformationislistedunder“customerservice.”
Somekindsofwebsitesneedfewerdetailsandasmalleramountofcontactinformationfortheirpurpose.Forexample,
humorwebsitesmaynotneedthelevelofdetailedcontactinformationwewouldexpectfromonlinebankingwebsites.
Occasionally,youmayencounterawebsitewithalegitimatereasonforanonymity.Forexample,personalwebsitesmay
notincludepersonalcontactinformationsuchasanindividual’shomeaddressorphonenumber.Similarly,websiteswith
usergeneratedcontentmayallowtheauthortoidentifyhim/herselfwithanaliasorusernameonly.
Tofindcontactorcustomerserviceinformationforawebsite,startwiththehomepage.Lookfora“contactus”or
“customerservice”link.Explorethewebsiteifyoucannotfinda“contactus”page.Sometimesyouwillfindthecontact
informationona“corporatesite”linkorevenonthecompany’sFacebookpage.Beadetective!
Notethatdifferentlocalesmayhavetheirownspecificstandardsandrequirementsforwhatinformationshouldbe
availableonthewebsite.
2.6 WebsiteReputation
Awebsite'sreputationisbasedontheexperienceofrealusers,aswellastheopinionofpeoplewhoareexpertsinthe
topicofthewebsite.Keepinmindthatwebsitesoftenrepresentrealcompanies,organizations,andotherentities.
Therefore,reputationresearchappliestoboththewebsiteandtheactualcompany,organization,orentitythatthewebsite
isrepresenting.
Awebsite'sreputationcanalsohelpyouunderstandwhatawebsiteisbestknownfor,andasaresulthowwellit
accomplishesitspurpose.Forexample,newspapersmaybeknownforhighquality,independentinvestigativereporting
whilesatirewebsitesmaybeknownfortheirhumor.
Manywebsitesareeagertotellusershowgreattheyare.Somewebmastershavereadtheseratingguidelinesandwrite
“reviews”onvariousreviewwebsites.ButforPageQualityrating,youmustalsolookforoutside,independentreputation
informationaboutthewebsite.Whenthewebsitesaysonethingaboutitself,butreputableexternalsourcesdisagreewith
whatthewebsitesays,trusttheexternalsources.
YourjobistotrulyevaluatethePageQualityofthesite,notjustblindlyacceptinformationononeortwopagesofthe
website.Beskepticalofclaimsthatwebsitesmakeaboutthemselves.
Copyright2017 14
2.6.1ReputationResearch
Usereputationresearchtofindoutwhatrealusers,aswellasexperts,thinkaboutawebsite.Lookforreviews,
references,recommendationsbyexperts,newsarticles,andothercredibleinformationcreated/writtenbyindividuals
aboutthewebsite.
Storesfrequentlyhaveuserratings,whichcanhelpyouunderstandastore’sreputationbasedonthereportsofpeople
whoactuallyshopthere.Weconsideralargenumberofpositiveuserreviewsasevidenceofpositivereputation.
Manyotherkindsofwebsiteshavereputationsaswell.Forexample,youmightfindthatanewspaperwebsitehaswon
journalisticawards.Prestigiousawards,suchasthePulitzerPrizeaward,arestrongevidenceofpositivereputation.
Whenahighlevelofauthoritativenessorexpertiseisneeded,thereputationofawebsiteshouldbejudgedonwhat
expertopinionshavetosay.Recommendationsfromexpertsources,suchasprofessionalsocieties,arestrongevidence
ofverypositivereputation.
Reputation research is necessary for all websites you encounter. Do not just assume websites you personally use have a
goodreputation.Pleasedoresearch!Youmightbesurprisedatwhatyoufind.
2.6.2SourcesofReputationInformation
Lookforinformationwrittenbyaperson,notstatisticsorothermachinecompiledinformation.Newsarticles,Wikipedia
articles,blogposts,magazinearticles,forumdiscussions,andratingsfromindependentorganizationscanallbesources
ofreputationinformation.Lookforindependent,crediblesourcesofinformation.
Sometimes, you will find information about a website that is not related to its reputation. For example, pages like Alexa
have information about Internet traffic to the website, but do not provide evidence of positive or negative reputation. You
canignorethisinformationsinceit'snothelpfulforPageQualityrating.
2.6.3CustomerReviewsofStores/Businesses
Customerreviewscanbehelpfulforassessingthereputationofastoreorbusiness.However,youshouldinterpretthese
reviewswithcare,particularlyifthereareonlyafew.Beskepticalofbothpositiveandnegativeuserreviews.Anyonecan
writethem,includingthecreatorofthewebsiteorsomeonethestoreorbusinesshiresforthispurpose.Seeherefora
NewYorkTimesarticleonfakereviewsandhereforaGuardianarticleonfakereviews.
Wheninterpretingcustomerreviews,trytofindasmanyaspossible.Anystoreorwebsitecangetafewnegative
reviews.Thisiscompletelynormalandexpected.Largestoresandcompanieshavethousandsofreviewsandmost
receivesomenegativeones.
Itisalsoimportanttoreadthereviewsbecausethecontentofthereviewsmatter,notjustthenumber.Credible,
convincingreportsoffraudandfinancialwrongdoingisevidenceofextremelynegativereputation.Asingleencounter
witharudeclerkorthedelayedreceiptofasinglepackageshouldnotbeconsiderednegativereputationinformation.
Pleaseuseyourjudgment.
2.6.4HowtoSearchforReputationInformation
Hereishowtoresearchthereputationofthewebsite:
1. Identifythe“homepage”ofthewebsite.Forexample,fortheIBMwebsite,ibm.comisthehomepage.
2. Usingibm.comasanexample,tryoneormoreofthefollowingsearchesonGoogle:
[ibmsite:ibm.com]:AsearchforIBMthatexcludespagesonibm.com.
[“ibm.com”site:ibm.com]:Asearchfor“ibm.com”thatexcludespagesonibm.com.
[ibmreviewssite:ibm.com]AsearchforreviewsofIBMthatexcludespagesonibm.com.
[“ibm.com”reviewssite:ibm.com]:Asearchforreviewsof“ibm.com”thatexcludespagesonibm.com.
Copyright2017 15
Note:Whensearchingforreputationinformation,trytofindsourcesthatwerenotwrittenorcreatedbythe
websiteorcompanyitself.Forexample,IBMmighthaveofficialFacebookorTwitterpagesthatitclosely
maintains,whichwouldnotbeconsideredindependentsourcesofreputationinformationaboutthecompany.
SeehereforaWikipediaarticleonidentifyingandusingindependentsources.
3. Lookforarticles,reviews,forumposts,discussions,etc.writtenbypeopleaboutthewebsite.Forbusinesses,
therearemanysourcesofreputationinformationandreviews.Herearesomeexamples:Yelp,BetterBusiness
Bureau(anonprofitorganizationthatfocusesonthetrustworthinessofbusinessesandcharities),Amazon,and
GoogleShopping.Youcantrysearchingonspecificsitestofindreviews.Forexample,youcantry[ibm
site:bbb.org]or[“ibm.com”site:bbb.org].
Note:YouwillsometimesfindhighratingsontheBetterBusinessBureau(BBB)websitebecausethereisvery
littledataonthebusiness,notbecausethebusinesshasapositivereputation.However,verylowratingsonBBB
areusuallytheresultofmultipleunresolvedcomplaints.PleaseconsiderverylowratingsontheBBBsitetobe
evidenceforanegativereputation.
4. SeeifthereisaWikipediaarticleornewsarticlefromawellknownnewssite.Wikipediacanbeagoodsourceof
informationaboutcompaniesandorganizations.Forexample,try[ibmsite:en.wikipedia.org]or[“ibm.com”
site:en.wikipedia.org].NewsarticlesandWikipediaarticlescanhelpyoulearnaboutacompanyandmayinclude
informationspecifictoreputation,suchasawardsandotherformsofrecognition,oralsocontroversiesand
issues.NotethatsomeWikipediaarticlesincludeamessagewarningusersthattherearedisagreementson
someofthecontent,orthatthecontentmaybeoutdated.Thismaybeanindicationthatadditionalresearchis
necessary.
Herearesomeexamplesofreputationinformation:
Website
ReputationInformationAbouttheSite
Description
annualcreditreport.com
Searchresultsfor[annualcreditreport.com
site:annualcreditreport.com]
Wikipediaarticleaboutannualcreditreport.com
WallStreetJournalarticleabout
annualcreditreport.com
Positivereputationinformation:UsersintheU.S.
canobtainfreecreditreportsonthiswebsiteby
providingtheirSocialSecurityNumber.Notethat
theWikipediaarticletellsusthat
“AnnualCreditReport.comistheonlyfederally
mandatedandauthorizedsourceforobtaininga
freecreditreport.”
Note:Almosteverywebsitewillhavecomplaints
aboutcustomerservice,soitisimportanttolookat
varioussourcesandreviewsinyourreputation
research.
clevelandclinic.org
Searchresultsfor[clevelandclinic.org]
Wikipediaarticleaboutclevelandclinic.org
USNews&WorldReportarticleaboutthebest
hospitalsintheU.S.
Positivereputationinformation:Accordingto
Wikipedia,theClevelandClinic“iscurrently
regardedasoneofthetop4hospitalsintheUnited
StatesasratedbyU.S.News&WorldReport,”
whichyouwillalsofindinthearticleonthebest
hospitalsintheU.S.Userscantrustmedical
informationonthiswebsite.
csmonitor.com
Searchresultsfor[csmonitor.com
site:csmonitor.com]
WikipediaarticleaboutTheChristianScience
Monitor
Positivereputationinformation:Noticethe
highlightedsectionintheWikipediaarticleabout
TheChristianScienceMonitornewspaper,which
tellsusthatthenewspaperhaswonsevenPulitzer
Prizeawards.Fromthisinformation,wecaninfer
thatthecsmonitor.comwebsitehasapositive
reputation.
Copyright2017 16
Website
ReputationInformationAbouttheSite
Description
kernel.org
Searchresultsfor[kernel.org–site:kernel.org]
Wikipediaarticleaboutkernel.org
Positivereputationinformation:Welearninthe
Wikipediaarticlethat“Kernel.orgisa
mainrepositoryofsourcecodefortheLinuxkernel,
thebaseofthepopularLinuxoperatingsystem.It
makesallversionsofthesourcecodeavailabletoall
users.Italsohostsvariousotherprojects,
likeGoogleAndroid.Themainpurposeofthesiteis
tohostarepositoryforLinuxkerneldevelopersand
maintainersofLinuxdistributions.”
Sitesellingchildren’s
junglegym
Searchtofindreputationinformation
Searchtofindreviews
BBBnegativereview
TrustLinknegativereviews
Negativenewsarticle
Extremelynegativereputationinformation:This
businesshasaBBBratingofF(i.e.,lowestrating
givenbyBBB).Thereisanewsarticleabout
financialfraud.Therearemanyreviewsonwebsites
describinguserssendingmoneyandnotreceiving
anythingfromvarioussources.
Sitesellingproducts
relatedtoeyewear
Searchtofindreputationinformation
BBBpage
Wikipediaarticle
NewYorkTimesarticle
Extremelynegative/maliciousreputation
information:Thiswebsiteengagedincriminal
behaviorsuchasphysicallythreateningusers.
Organizationservingthe
hospitalizedveteran
community
Searchtofindscamsrelatedthisorganization
Negativereview1
Negativereview2
Negativereview3
Negativereview4
Extremelynegativereputationinformation:There
aremanydetailednegativearticlesonnewssites
andcharitywatchdogsitesaboutthisorganization
describingfraudandfinancialmishandling.
2.6.5WhattoDoWhenYouFindNoReputationInformation
Youshouldexpecttofindreputationinformationforlargebusinessesandwebsitesoflargeorganizations.
Frequently,youwillfindlittleornoinformationaboutthereputationofawebsiteforasmallorganization.Thisisnot
indicativeofpositiveornegativereputation.Manysmall,localbusinessesorcommunityorganizationshaveasmall“web
presence”andrelyonwordofmouth,notonlinereviews.Forthesesmallerbusinessesandorganizations,lackof
reputationshouldnotbeconsideredanindicationoflowpagequality.
3.0 OverallPageQualityRatingScale
TheoverallPageQualityratingscaleoffersfiveratingoptions:Lowest,Low,Medium,High,andHighest.
OnPageQualityratingtasks,youwillusethePageQualityslidingscale(slider)toassigntheoverallPQrating.The
sliderlookslikethis:
Copyright2017 17
YoumayalsousetheinbetweenratingsofLowest+,Low+,Medium+,andHigh+.Pleaseinterpretthe“+”as“+½,”
meaningthattheLowest+ratingishalfwaybetweenLowestandLow,Low+ishalfwaybetweenLowandMedium,etc.
Inthefollowingsections,youwilllearnaboutcharacteristicsofLowest,Low,Medium,High,andHighestqualitypages.
3.1 PageQualityRating:MostImportantFactors
HerearethemostimportantfactorstoconsiderwhenselectinganoverallPageQualityrating:
Expertise,Authoritativeness,Trustworthiness:Thisisanimportantqualitycharacteristic.Useyourresearch
ontheadditionalfactorsbelowtoinformyourrating.
MainContentQualityandAmount:TheratingshouldbebasedonthelandingpageofthetaskURL.
WebsiteInformation/informationaboutwhoisresponsibleforthewebsite:Linkstohelpwithwebsite
informationresearchwillbeprovided.
WebsiteReputation:Linkstohelpwithreputationresearchwillbeprovided.
Note:Sometasksmayaskyoutoviewthepageonyourphone,buttodoresearch(e.g.,findingwebsiteinformationand
reputation)onyourdesktop.Othertasksmayaskyoutodoeverythingondesktop.Pleasefollowinstructionsinthetask.
3.2 MoreaboutExpertise,Authoritativeness,andTrustworthiness(EAT)
Theamountofexpertise,authoritativeness,andtrustworthiness(EAT)thatawebpage/websitehasisveryimportant.
MCqualityandamount,websiteinformation,andwebsitereputationallinformtheEATofawebsite.
Keepinmindthatthereare“expert”websitesofalltypes,evengossipwebsites,fashionwebsites,humorwebsites,forum
andQ&Apages,etc.Infact,sometypesofinformationarefoundalmostexclusivelyonforumsanddiscussions,wherea
communityofexpertscanprovidevaluableperspectivesonspecifictopics.
Highqualitymedicaladviceshouldcomefrompeopleororganizationswithappropriatemedicalexpertiseor
accreditation.Highqualitymedicaladviceorinformationshouldbewrittenorproducedinaprofessionalstyleand
shouldbeedited,reviewed,andupdatedonaregularbasis.
Highqualitynewsarticlesshouldcontainfactuallyaccuratecontentpresentedinawaythathelpsusersachievea
betterunderstandingofevents.Establishededitorialpoliciesandreviewprocessesaretypicallyheldbyhigh
qualitynewssources(example1,example2).
Highqualityinformationpagesonscientifictopicsshouldrepresentwellestablishedscientificconsensuson
issueswheresuchconsensusexists.
Highqualityfinancialadvice,legaladvice,taxadvice,etc.,shouldcomefromexpertsourcesandbemaintained
andupdatedregularly.
Highqualityadvicepagesontopicssuchashomeremodeling(whichcancostthousandsofdollarsandimpact
yourlivingsituation)oradviceonparentingissues(whichcanimpactthefuturehappinessofafamily)shouldalso
comefrom“expert”orexperiencedsourcesthatuserscantrust.
Highqualitypagesonhobbies,suchasphotographyorlearningtoplayaguitar,alsorequireexpertise.
Sometopicsrequirelessformalexpertise.Manypeoplewriteextremelydetailed,helpfulreviewsofproductsor
restaurants.Manypeoplesharetipsandlifeexperiencesonforums,blogs,etc.Theseordinarypeoplemaybe
consideredexpertsintopicswheretheyhavelifeexperience.Ifitseemsasifthepersoncreatingthecontenthasthe
typeandamountoflifeexperiencetomakehimorheran“expert”onthetopic,wewillvaluethis“everydayexpertise”and
notpenalizetheperson/webpage/websitefornothaving“formal”educationortraininginthefield.
It’sevenpossibletohaveeverydayexpertiseinYMYLtopics.Forexample,thereareforumsandsupportpagesfor
peoplewithspecificdiseases.Sharingpersonalexperienceisaformofeverydayexpertise.Considerthisexample.
Here,forumparticipantsaretellinghowlongtheirlovedoneslivedwithlivercancer.Thisisanexampleofsharing
personalexperiences(inwhichtheyareexperts),notmedicaladvice.Specificmedicalinformationandadvice(rather
thandescriptionsoflifeexperiences)shouldcomefromdoctorsorotherhealthprofessionals.
Thinkaboutthetopicofthepage.Whatkindofexpertiseisrequiredforthepagetoachieveitspurposewell?The
standardforexpertisedependsonthetopicofthepage.
Copyright2017 18
4.0 HighQualityPages
Inthissection,wewilldescribecharacteristicsofHighqualitypagesandgivemanyexamples.Exampleshelpcalibrate
yourratings,sopleaserevieweachone.
4.1 CharacteristicsofHighQualityPages
Highqualitypagesaresatisfyingandachievetheirpurposewell.Highqualitypagesexistforalmostanypurpose,from
givinginformationtomakingyoulaugh.
WhatmakesaHighqualitypage?AHighqualitypagemayhavethefollowingcharacteristics:
HighlevelofExpertise,Authoritativeness,andTrustworthiness(EAT),includingtheEATofthepublisher
and/orindividualauthorfornewsarticlesandinformationpagesonYMYLtopics.
AsatisfyingamountofhighqualityMC.
Satisfyingwebsiteinformationand/orinformationaboutwhoisresponsibleforthewebsiteorsatisfyingcustomer
serviceinformation,ifthepageisprimarilyforshoppingorincludesfinancialtransactions.
PositivewebsitereputationforawebsitethatisresponsiblefortheMConthepage.
4.2 ASatisfyingAmountofHighQualityMainContent
ThequalityoftheMCisoneofthemostimportantcriteriainPageQualityrating,andinformstheEATofthepage.For
alltypesofwebpages,creatinghighqualityMCtakesasignificantamountofatleastoneofthefollowing:time,effort,
expertise,andtalent/skill.Fornewsarticlesandinformationpages,highqualityMCmustbefactuallyaccurateforthe
topicandmustbesupportedbyexpertconsensuswheresuchconsensusexists.
Foreachpageyouevaluate,spendafewminutesexaminingtheMCbeforedrawingaconclusionaboutit.Readthe
article,watchthevideo,examinethepictures,usethecalculator,playtheonlinegame,etc.RememberthatMCalso
includespagefeaturesandfunctionality,sotestthepageout.Forexample,ifthepageisaproductpageonastore
website,putatleastoneproductinthecarttomakesuretheshoppingcartisfunctioning.Ifthepageisanonlinegame,
spendafewminutesplayingit.
Thepurposeofthepagewillhelpyoudeterminewhathighqualitycontentmeansforthatpage.Forexample,Highquality
informationpagesshouldbefactuallyaccurate,clearlywritten,andcomprehensive.Highqualityshoppingcontentshould
allowuserstofindtheproductstheywantandtopurchasetheproductseasily.Highqualityhumororsatireshouldbe
entertaining,whilefactualaccuracyisnotarequirementaslongasthepagewouldbeunderstoodassatirebyusers.
Theamountofcontentnecessaryforthepagetobesatisfyingdependsonthetopicandpurposeofthepage.AHigh
qualitypageonabroadtopicwithalotofavailableinformationwillhavemorecontentthanaHighqualitypageona
narrowertopic.HerearesomeexamplesofpageswithasatisfyingamountofhighqualityMC.
Webpage
Discussion
SiberianHusky
InformationPage
TheSiberianHusky(abreedofdog)isanarrowtopic.AlthoughthisencyclopedialandingpagehaslessMC
thansomeencyclopediapagesonbroadertopics,ithasasatisfyingamountofclearlywritten,highqualityMC.
KitchenStandMixer
ShoppingPage
ThisshoppingpageonareputableshoppingwebsitehasasatisfyingamountofhighqualityMC.Thepage
providesthemanufacturer’sproductspecs,aswellasoriginalproductinformation,over90userreviews,
shippingandreturnsinformation,multipleimagesoftheproduct,etc.Note:SomeoftheMCisbehindlinkson
thepage(“itemdetails,”“itemspecifications,”“guestreviews,”etc.).Eventhoughyouhavetoclicktheselinks
toseethecontent,itisstillconsideredMC.
MovieReviewPage
ThismoviereviewwrittenbyamoviecritichasasatisfyingamountofhighqualityMC.Time,effort,and
talent/skillwentintowritingthismoviereview.
Copyright2017 19
4.3 ClearandSatisfyingWebsiteInformation:WhoisResponsibleandCustomerService
UnderstandingwhoisresponsibleforawebsiteisacriticalpartofassessingEATformosttypesofwebsites.High
qualitypagesshouldhaveclearinformationaboutthewebsitesothatusersfeelcomfortabletrustingthesite.
TheamountofinformationneededforEATassessmentdependsonthetypeofwebsite.Forexample,YMYLwebsites
demandahighdegreeoftrust,sotheygenerallyneedsatisfyinginformationaboutwhoisresponsibleforthecontentof
thesite.Inaddition,Highqualitystoresandfinancialtransactionwebsitesalsoneedclearandsatisfyingcustomerservice
informationtohelpusersresolveissues.
OtherwebsitesthatarenotYMYLwebsitesmayneedlesswebsiteinformation,dependingonthepurposeofthewebsite.
Forexample,anemailaddressmaybesufficientforsomenonYMYLwebsites.
4.4 PositiveReputation
ReputationisanimportantcriteriawhenusingtheHighrating,andinformstheEATofthepage.Whileapagecanmerit
theHighratingwithnoreputation,theHighratingcannotbeusedforanywebsitethathasaconvincingnegative
reputation.Rememberthatwhendoingresearch,makesuretoconsiderthereasonsbehindanegativeratingandnot
justtheratingitself.
4.5 AHighLevelofExpertise/Authoritativeness/Trustworthiness(EAT)
Highqualitypagesandwebsitesneedenoughexpertisetobeauthoritativeandtrustworthyontheirtopic.Remember
thatthereare“expert”websitesofalltypes,evengossipwebsites,fashionwebsites,humorwebsites,forumandQ&A
pages,etc.Infact,sometypesofinformationarefoundalmostexclusivelyonforumsanddiscussions,wherea
communityofexpertscanprovidevaluableperspectivesonspecifictopics.
Thinkaboutthetopicofthepage.Whatkindofexpertiseisrequiredforthepagetoachieveitspurposewell?The
standardforexpertisedependsonthetopicofthepage.Forexample,highqualitynewsarticlesandinformationpages
onscientifictopicsshouldrepresentestablishedscientificconsensuswheresuchconsensusexists.
4.6 ExamplesofHighQualityPages
Webpage/TypeofContent
HighQualityCharacteristics
PQRatingandExplanation
High:News1
Homepageofanewspaper
(YMYL)
AsatisfyingamountofhighqualityMC
Positivereputation(website)
ThisnewspaperhaswonsevenPulitzerPrize
awards.
High:News2
Articleonanewspaperwebsite
(YMYL)
AsatisfyingamountofhighqualityMC
Positivereputation(website)
HighEATofthepublisherand/orauthor
Thisisanarticleonanewspaperwebsitethat
haswontenPulitzerPrizeawards.Thereisa
satisfyingamountofhighqualityMC.While
thereareAdsonthepage,theMCiseasyto
findandtheAdsareclearlylabeledasAds.
Copyright2017 20
Webpage/TypeofContent
HighQualityCharacteristics
PQRatingandExplanation
High:News3
Opinionarticleonanewspaper
website
AsatisfyingamountofhighqualityMC
Positivereputation(website)
HighEATofthepublisherand/orauthor
ThisisanopinionpiecewrittenbytheEditorial
BoardofthethelargestnewspaperintheU.S.
stateofMinnesota.Thepageisclearlylabelled
asanopinionpiece,welcominganewfootball
coachtotheUniversityofMinnesota.
High:Governmentagency
USNavalObservatoryMaster
Clockpage
HighEATforthepurposeofthepage

Thepurposeofthispageistodisplaythe
officialUSNavalObservatoryMasterClock
timein7differenttimezones.Thepage
displaystheclockinformationinaclear,
easytoreadformat.TheNavalObservatoryis
highlytrustworthyandauthoritativeforthistype
ofinformation.
High:Humor
Articleonahumorwebsite
HighqualityhumorousMC
Positivereputation(website)
Expertiseasafarcicalhumorwebsite
Thiswebsiteiswellknownforitshumorous,
satiricalarticles.Thisisacuteexampleofa
satisfyingandfunnyarticle.
High:Smallbusiness1
Localfish&chipsrestaurant
HighEATforthepurposeofthepage
Thisisan“aboutus”pageonarestaurant
website.Thispageprovidesinformationon
whentherestaurantopenedandwhatvisitors
canexpect.Otherpagesonthewebsite
provideinformationabouttherestaurant
includingtheaddress,menu,othercontact
information,etc.Thiswebsiteishighly
authoritativebecauseitisaboutitself.
High:Smallbusiness2
Localpreservationcenter
HighEATforthepurposeofthepage
AsatisfyingamountofhighqualityMC
ThisistheNewsandUpdatessectionofa
localpreservationcentersellingpoultry,
vegetables,andmore.
Note:Thisexamplewasaddedin2014sothe
“NewsandUpdates”weretimely.
High:Blogpost
Parentingarticleaboutstrollers
AsatisfyingamountofhighqualityMC
Verypositivereputation(website)
Specifically,highEATandpositive
reputationforthisspecificblogandauthor
Thisisablogpostonanewspaperthathas
wonover100PulitzerPrizeawards.The
authorofthisblogposthasbecomeknownas
anexpertonparentingissues.Sheisaregular
contributortothisandothermediawebsites.
Copyright2017 21
Webpage/TypeofContent
HighQualityCharacteristics
PQRatingandExplanation
High:Shopping1
Backpackshoppingpageona
popularstorewebsite(YMYL)
AsatisfyingamountofhighqualityMC
Positivereputation(website)
Thepurposeofthispageistoallowusersto
buyaschoolbackpack.Thepageprovidesa
lotofdifferentbackpackoptions,andsomeof
themhaveuserreviews.
Thisisawellknown,reputablemerchant,with
detailedCustomerServiceinformationonthe
site.
High:Shopping2
Bathroomdécorpageonastore
website(YMYL)
HighEATforthepurposeofthepage
Positivereputation(website)
Thiscompanysellsitsownlineofhighend,
fashionablebabyandchildren’sfurnitureand
accessories.Ithasapositivereputationaswell
asexpertiseinthesespecifictypesofgoods.
Manyproductssoldonthesiteareuniqueto
thiscompany.
High:Shopping3
TomTomGPSpageonan
electronicswebsite(YMYL)
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
HighEATforthepurposeofthepage
Positivereputation(website)
ThereisaverylargequantityofMConthis
page.Notethatthetabsonthepageleadto
evenmoreinformation,includingmany
customerreviews.Thetabsshouldbe
consideredpartoftheMC.
High:Video1
SaturdayNightLivevideoona
videowebsite
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
HighEATforthepurposeofthepage
TheMCofthisvideopageisanepisodeof
SaturdayNightLive,averypopulartelevision
show.
High:Video2
“AnEngineer’sGuidetoCats”
video
AsatisfyingamountofhighqualityMC
HighEAT(everydayexpertise)onthe
topicofcatownership
Thisisahumorous,highquality,wellproduced
videowithmorethan6.5millionviews(and
counting),illustratingthepropercareand
practicalbenefitsofcats.Thetwoengineersin
thevideohaveeverydayexpertiseoncat
ownership.Forahumorousvideolikethisone,
expertisedoesnothavetobeintheformofa
trainedveterinarian.
High:Game
Onlinegame
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Positivereputation(website)asan
educationaltoolforkids
Highlyengaginggamewithmultiplelevelsthat
couldentertainachildforhours.Thiswebsite
hasapositivereputationforeducatingchildren
aboutanimals.
Copyright2017 22
Webpage/TypeofContent
HighQualityCharacteristics
PQRatingandExplanation
High:Q&A
Howlongdocancerpatientslive
AsatisfyingamountofhighqualityMCin
theformofpersonalnarratives
Thequestiononthepageaskshowlong
peoplelivewithcancer.Therearemany
responsesdescribinghowlongalovedone
livedafterdiagnosis.Thereisverylittle
medicaladviceandthefocusofthepageis
sharingpersonalexperience.Manyresponses
areheartfeltandwellwritten.
High:Encyclopedia
Encyclopediaarticleaboutthe
AmericanCivilWar
Asatisfyingorcomprehensiveamountof
highqualityMC
Positivereputation(website)
HighEATforthearticle

ThisisadetailedarticleabouttheAmerican
CivilWar.ThecitationssupporttheEATof
thisarticle.
Note:Althoughmuchofthecontentisvisibleon
themobilepage,weconsiderthecontentunder
theheadings(whichyouneedtoexpand)tobe
partoftheMC.(Toseethescreenshot,youwill
needtozoomintotheimage.)
High:Forum1
Authenticatingaluxurydesigner
purse
HighEATforthepurposeofthepage
AsatisfyingamountofhighqualityMC
Thisforumiswellknownfordiscussionson
luxurydesignerpurses.Onthisparticular
forumpage,membersareconsultingforum
expertswhohaveexpertiseauthenticatingbags
fromthisbrand.Theseexpertscantellifa
particularbagisauthenticorfake.Whilethere
isanadatthetopandafewadswithinthe
forummessage,itdoesnotdistractfromthe
MC,whichiseasytofind.
(Toseethescreenshot,youwillneedtozoom
intotheimage.)
High:Forum2
Landscapinganaquarium
HighEATforthepurposeofthepage
AsatisfyingamountofhighqualityMC
Thisdiscussionfocusesonthelandscapingfor
aparticularpaludarium(anaquariumwith
terrestrialandaquaticelements).Thereisa
lotofdiscussionandinteractionbetweenforum
membersaboutthetypesofmaterialsand
speciesusedintheaquarium.Thepostsshow
expertiseinanichetopicaquarium
landscaping.
Copyright2017 23
5.0 HighestQualityPages
Highestpagesareverysatisfyingpagesthatachievetheirpurposeverywell.ThedistinctionbetweenHighandHighest
isbasedonthequalityofMCaswellasthelevelofEATandreputationofthewebsite.
WhatmakesapageHighestquality?AHighestqualitypagemayhavethefollowingcharacteristics:
VeryhighlevelofExpertise,highlyAuthoritative,andhighlyTrustworthyforthepurposeofthepage(EAT),
includingtheEATofthepublisherand/orindividualauthorfornewsarticlesandinformationpagesonYMYL
topics.
AsatisfyingamountofhighqualityMC.
Highlysatisfyingwebsiteinformationand/orinformationaboutwhoisresponsibleforthewebsiteorforstoresand
pagesinvolvingfinancialtransactions,highlysatisfyingcustomerservicereputationisveryimportant.
VerypositivewebsitereputationforawebsitethatisresponsiblefortheMConthepage.
5.1 VeryHighQualityMC
WewillconsidertheMCofthepagetobeveryhighorhighestqualitywhenitiscreatedwithahighdegreeoftimeand
effort,andinparticular,expertise,talent,andskill—thismayprovideevidencefortheEATofthepage.Veryhighquality
MCmaybecreatedbyexperts,hobbyists,orevenpeoplewitheverydayexpertise.Ourstandardsdependonthe
purposeofthepageandthetypeofcontent.However,fornewsarticlesandinformationpagesonYMYLtopics,thereisa
highstandardforaccuracyandwellestablishedmedical/scientific/historicalconsensuswheresuchconsensusexists.
TheHighestratingmaybejustifiedforpageswithasatisfyingorcomprehensiveamountofveryhighqualityMC.
5.2 VeryPositiveReputation
ReputationresearchisimportantwhengivingHighestratings,andisevidenceoftheEATofthepage.Verypositive
reputationisoftenbasedonprestigiousawardsorrecommendationsfromknownexpertsorprofessionalsocietiesonthe
topicofthepage.Wikipediaandotherinformationalsourcescanbeagoodstartingpointforreputationresearch.
Forsometopics,suchashumororrecipes,lessformalexpertiseisOK.Forthesetopics,popularity,userengagement,
anduserreviewscanbeconsideredevidenceofreputation.Fortopicsthatneedlessformalexpertise,websitescanbe
consideredtohaveapositivereputationiftheyarehighlypopularandwelllovedfortheirtopicorcontenttype,andare
focusedonhelpingusers.
5.3 VeryHighLevelofEAT
Highestqualitypagesandwebsiteshaveaveryhighlevelofexpertiseorarehighlyauthoritativeorhighlytrustworthy.
Formalexpertiseisimportantfortopicssuchasmedical,financial,orlegaladvice.Expertisemaybelessformalfortopics
suchasrecipesorhumor.Anexpertpageoncookingmaybeapageonaprofessionalchef’swebsite,oritmaybe
someonewhopostspopularcookingvideosonYouTube.Pleasevaluelifeexperienceand“everydayexpertise.”For
sometopics,themostexpertsourcesofinformationareordinarypeoplesharingtheirlifeexperiencesonpersonalblogs,
forums,reviews,discussions,etc.
Thinkaboutwhatexpertise,authoritativeness,andtrustworthinessmeanforthetopicofthepage.Whoaretheexperts?
Whatmakesasourcetrustworthyforthetopic?Whatmakesawebsitehighlyauthoritativeforthetopic?
Copyright2017 24
5.4 ExamplesofHighestQualityPages
Webpage/TypeofContent
HighestQualityCharacteristics
PQRatingandExplanation
Highest:News
Articleonanewspaperwebsite
VeryhighlevelofEATforthepurpose
ofthepage,includingofthepublisher
and/orauthorsforanewsarticle
Asatisfyingorcomprehensiveamountof
veryhighqualityMCforthepurposeof
thepage
Verypositivereputation(website)
Thisisafeaturearticlefromanewspaperthat
haswon40PulitzerPrizeawardsandisthe
largestnewspaperintheU.S.bycirculationat
thetimethisexamplewaswritten.
Thepagehasacomprehensiveamountofvery
highqualityMC,includingindepthreportingby
twoauthorswithextensiveknowledgeand
experienceininvestigativejournalism.
Highest:Informational1
Factcheckingpageonan
Internetrumordebunkingwebsite
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage
Positivereputation(website)
Thispageisonawellknownfactcheckingand
debunkingwebsitethatcoversurbanlegends,
Internetrumors,andotherstoriesofunknown
orquestionableorigin.
ThepagehasaverysatisfyingamountofMC
forusersseekingtovalidateaclaimabouta
documentaryfilmaboutmermaids.Userscan
trusttheinformationonthispageduetothe
website'spositivereputationandhighlevelof
expertiseindebunkingnonYMYLstoriesof
thistype.
Highest:Informational2
Ballgownweddingdresspage
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
VeryhighlevelofEATforthepurpose
ofthepage
Positivereputation(website)
ThispagehasaverysatisfyingamountofMC
forusersinterestedinballgownwedding
dresses.Anabundanceofpictures,plus
optionstoviewbypricerange,style,etc.,are
partofwhatmakesthispagesosatisfying.
Thispageisonapopularweddingplanning
website.
Highest:Governmentagency
YosemiteNationalPark
information
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMCforthepurposeof
thepage
Thispagehasahighlysatisfyingamountof
helpfulinformationaboutYosemiteNational
Park,includingtrafficalertsandlinkstoother
partsofthewebsitewithadditionalinformation.
Sincethepageisontheofficialnationalpark
website,itisuniquelyauthoritative.
Copyright2017 25
Webpage/TypeofContent
HighestQualityCharacteristics
PQRatingandExplanation
Highest:Technical1
Softwaretips
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
highqualityMC
Thispageoffersasatisfyingamountofhelpful
andveryhighqualityMCforthepurposeofthe
page.Becausethepageisontheofficial
websiteofthecompanythatproducesthe
software,itishighlyauthoritative.
Highest:Technical2
LinuxKernelarchives
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
highqualityMC
FromthisWikipediaarticle,welearnthat
“Kernel.orgisamainrepositoryofsourcecode
fortheLinuxkernel,thebaseofthepopular
Linuxoperatingsystem.Itmakesallversions
ofthesourcecodeavailabletoallusers...The
mainpurposeofthesiteistohostarepository
forLinuxkerneldevelopersandmaintainersof
Linuxdistributions.”
Thiswebsiteisthemostauthoritativesourcefor
informationaboutLinux.
Highest:Financial1
Creditreportinformationwebsite
(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
UsersintheU.S.canobtainfreecreditreports
onthiswebsitebyprovidingtheirSocial
SecurityNumber.ThisWikipediaarticletellsus
thatthiswebsiteis“theonlyfederallymandated
andauthorizedsourceforobtainingafree
creditreport.”
Highest:Financial2
Taxformspage(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMCforthepurposeof
thepage
Thepurposeofthepageistoprovideincome
taxformsandpublications.Thewebsite
representsanagencyoftheU.S.federal
governmentthathandlestaxes,sothepage
andformsareuniquelyauthoritativeand
trustworthy.
Highest:MagazineArticle1
Articletitled“SecretFearsofthe
SuperRich”
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Verypositivereputation(website)
Thisisaveryhighqualityandindeptharticle
onanawardwinningmagazinewebsite.
Highest:MagazineArticle2
Interviewwithmusicalartist
VeryhighlevelofEATforthepurpose
ofthepage
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Verypositivereputation(website)
Thismagazineisverywellknownandwell
regardedforcontentaboutartistsandbands,
andspecificallyhasapositivereputationfor
interviewswithmusicians.Thereisalarge
quantityofhighqualityMC.
Copyright2017 26
Webpage/TypeofContent
HighestQualityCharacteristics
PQRatingandExplanation
Highest:Medical1
BMIcalculator(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
Thepurposeofthispageistoprovideanonline
BMI(BodyMassIndex)calculator.The
calculatorisfunctionalandeasytouse.
Thewebsiterepresentsaninstitutethatispart
oftheNationalInstitutesofHealth.Ithasan
extremelygoodreputationandisanexpertin
medicaltopics.
Highest:Medical2
Pageaboutmeningitis(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
Thisisameningitisreferencepageona
trustworthyandauthoritativewebsitefora
nonprofitmedicalresearchgroup.Thiswebsite
hasareputationofbeingoneofthebestweb
resourcesformedicalinformation.
Highest:Medical3
Pageaboutseasonalflu(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
Thisisaninfluenzareferencepageona
trustworthyandauthoritativemedicalwebsite.
Thiswebsitehasareputationofbeingoneof
thebestwebresourcesformedicalinformation
ofthistype.
Highest:Medical4
Healthinformationonahospital
page(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
AccordingtothisWikipediaarticle,thishospital
is“currentlyregardedasoneofthetop4
hospitalsintheUnitedStatesasratedbyU.S.
News&WorldReport.”Userscantrust
medicalinformationonthiswebsite.
Highest:Entertainment
Humorwebsite
Asatisfyingorcomprehensiveamountof
veryhighqualityMC
Verypositivereputation(website)
Thiscomedianhaswonmultipleprestigious
awardsforhisTVshow(ontheairwhenthe
examplewaswritten),andthisisthehomepage
ofhisofficialwebsite.
Keepinmindthatforanytypeofpage,
includinghumorwebsites,theremaybea
rangeofhighestqualitytolowestqualitypages.
Therefore,it’simportanttoevaluatethepage
usingthesamecriteriaasallotherpages,
regardlessofwhattypeofpageitis.
Copyright2017 27
Webpage/TypeofContent
HighestQualityCharacteristics
PQRatingandExplanation
Highest:Shopping
Backpackshoppingpage
(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
Asatisfyingorcomprehensiveamountof
highqualityMC
Thepurposeofthispageistoprovide
informationabout,andallowuserstobuy,a
specifictypeofschoolbackpack.Thepage
providesalotofhelpfulproductinformation,as
wellas600userreviews.
Sincethestoreproducesthisbackpack,they
areexpertsontheproduct,makingthepageon
theirownwebsiteauthoritative.Inaddition,this
storehasareputationforproducingoneofthe
highestqualityandmostpopularschool
backpacksonthemarket.
Highest:Login
Onlinebankingloginpage
(YMYL)
AsatisfyingamountofhighqualityMC
foritspurpose(loginpage)
Positivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage
Thispagehasloginfunctionality,aswellas
clearinformationaboutwhattheuserislogging
into.Thisisalarge,popularbankwithagood
reputation.
Highest:Charity
Homepageofacharity(YMYL)
VeryhighlevelofEATforthepurpose
ofthepage
Verypositivereputation(website)
Thisisahighlyreputablecharityaccordingto
multiplecharityratingorganizations.
Highest:PagewithError
Message
“Custom404”page
AsatisfyingamountofhighqualityMC
foritspurpose(errorpage)
Verypositivereputation(website)
VeryhighlevelofEATforthepurpose
ofthepage

Thisisanexampleofa<