Google Quality Rater Guidelines Update: New Introduction, Rater Bias & Political Affiliations?

谷歌質量評價者指南更新：新介紹，Rater偏差和政治隸屬關系

Google has released a brand new version of the Quality Rater Guidelines, the third one this year.? The changes aren’t as extensive as the previous two releases were this year, but the new updates can be an interesting signal as to where Google is planning to take the algo, and this update is no different.?Google發布了全新版本的Quality Rater Guidelines，這是今年的第三版。所做的更改并未像今年的前兩個版本那樣廣泛，但是新的更新可能是有關Google計劃將算法應用到何處的有趣信號，并且此更新也沒有什么不同。

The first change is an addition to a brand new introduction for quality raters with much more detail about the job and how they should be evaluating results on a more overall level, in more broad terms that the much more detailed sections later in the guidelines.?第一個更改是對質量評估人員的全新介紹的補充，該指南對工作以及如何在更全面的水平上評估結果進行了更為詳細的介紹，與指南后面的更詳盡部分相比，具有更廣泛的含義。

There are also some interesting changes regarding making raters aware that they can be biased when it comes to how they are rating their tasks for Google.?還有一些有趣的變化，使評估者意識到他們對Google的任務進行評估時可能會產生偏見。

Lastly there are some interesting political affiliations mentioned, particularly for reporting offensive content.?最后，提到了一些有趣的政治聯系，特別是在舉報令人反感的內容方面。

Contents

·?1?0.0 The Search Experience

·?1.1?“High Quality, Authoritative, and Trustworthy”

·?1.2?“Diverse set of results”

·?1.3?“Search results should help”

·?1.4?“Harmful, hateful, violent, or sexually explicit search results”

·?2?0.2 Raters Must Represent People in their Rating Locale

·?3?2.1 Important Definitions

·?4?12.1 Important Rating Definitions and Ideas

·?5?14.6 Upsetting-Offensive Flag

·?6?14.6.2 Needs Met Rating for Upsetting-Offensive Tolerant Queries

·?7?15.0 The Relationship between Page Quality and Needs Met

·?8?Overall

·?8.0.1?Jennifer Slegg

·?8.0.2?Latest posts by Jennifer Slegg (see all)

0.0 The Search Experience?搜索體驗

First, here is the brand new section:

0.0 The Search Experience

The World Wide Web is a vast collection of online information and content. Internet search engines provide a powerful way to explore this online universe. There are many ways people search: people may type words into a search box in a browser, speak to a mobile phone or assistant device, use search engine autocomplete features, etc.?萬維網是大量在線信息和內容的集合。 互聯網搜索引擎提供了一種強大的方式來探索這一在線世界。 人們可以通過多種方式進行搜索：人們可以在瀏覽器的搜索框中鍵入單詞，與手機或助理設備通話，使用搜索引擎自動完成功能等。

People search the Internet for a variety of purposes, ranging from accomplishing a quick task to researching a topic in depth. A search may be part of a long-term project, such as a home remodel or vacation planning. A search may be done when someone is bored and looking for entertainment, such as a search for [funny videos]. A search may be a single question asked during a critical moment of a person’s life, such as [what are the symptoms of a heart attack?].?人們出于各種目的搜索Internet，從完成快速任務到深入研究主題。搜索可能是長期項目的一部分，例如房屋裝修或假期計劃。當某人無聊并在尋找娛樂時，可能會進行搜索，例如搜索[有趣的視頻]。搜索可能是一個人生命中關鍵時刻提出的一個問題，例如[心臟病發作的癥狀是什么？]。

Search engines exist to help people find what they are looking for. To do that, search engines must provide a diverse set of helpful, high quality search results, presented in the most helpful order.?存在搜索引擎來幫助人們找到他們想要的東西。 為此，搜索引擎必須提供以最有幫助的順序顯示的各種有用的高質量搜索結果集。

Different types of searches need very different types of search results. Medical search results should be high quality, authoritative, and trustworthy. Search results for “cute baby animal pictures” should be adorable. Search results for a specific website or webpage should have that desired result at the top. Searches that have many possible meanings or involve many perspectives need a diverse set of results that reflect the natural diversity of meanings and points of view.?不同類型的搜索需要非常不同類型的搜索結果。 醫學搜索結果應該是高質量，權威性和可信賴的。 “可愛的小動物圖片”的搜索結果應該很可愛。特定網站或網頁的搜索結果應位于頂部。具有許多可能含義或涉及許多觀點的搜索需要一組反映結果自然而然的含義和觀點。

People all over the world use search engines; therefore, diversity in search results is essential to satisfy the diversity of people who use search. For example, searches about groups of people should return helpful results that represent a diversity of demographic backgrounds and cultures.?世界各地的人們都在使用搜索引擎； 因此，搜索結果的多樣性對于滿足使用搜索的人們的多樣性至關重要。 例如，有關人群的搜索應返回有用的結果，這些結果代表了不同的人口背景和文化。

Finally, search results should help people. Search results should provide authoritative and trustworthy information, not lead people astray with misleading content. Search results should allow people to find what they’re looking for, not surprise people with unpleasant, upsetting, offensive, or disturbing content. Harmful, hateful, violent, or sexually explicit search results are only appropriate if the person phrased their search in a way that makes it clear that they are looking for this type of content, and there is no other reasonable interpretation of the words used in their search.?最后，搜索結果應該可以幫助人們。 搜索結果應提供權威和可信賴的信息，而不會使人們誤導性內容。 搜索結果應使人們能夠找到他們想要的東西，而不會因內容不愉快，令人沮喪，令人反感或令人不安而感到驚訝。 有害，仇恨，暴力或色情露骨的搜尋結果僅在以下情況下才是適當的：該人以明確表明他們正在尋找此類內容的方式來表達他們的搜尋，并且對其所用詞沒有其他合理解釋 搜索。

There is a lot of interesting things to unpack in this introduction for SEOs to consider.?在本簡介中，有很多有趣的事情需要SEO來考慮。

“High Quality, Authoritative, and Trustworthy”“高質量，權威和值得信賴”

We know that Google put a great deal of emphasis on E-A-T when it comes to YMYL results. And Google is adding here that’s it’s important that medical search results fall under this “high quality, authoritative, and trustworthy” standard. Also in the section they talked about the importance of critical medical advice, with the example “What are the symptoms of a heart attack?” included.?我們知道，對于YMYL結果，Google非常重視E-A-T。Google在這里補充說，重要的是醫療搜索結果必須符合“高質量，權威性和可信賴”的標準。在本節中，他們還以“心臟病發作的癥狀是什么？”為例，討論了重要醫療建議的重要性。

“Diverse set of results”“不同的結果集”

Google is stressing the importance of diversity in the search results.? A page of highly similar search results, whether it is similar cookie cutter content slightly rewritten, or re-syndicated content that Google somehow hasn’t picked up on as being duplicated, is not a good user experience.? And from a rater who may not have considered the impact diversity, or lack thereof, has on the search results, it is good to see Google raising the importance of diversity.?Google強調搜索結果多樣化的重要性。搜尋結果非常相似的頁面，無論是略微改寫的相似的小甜餅切割器內容，還是重新合成的內容（谷歌因某種原因都沒有被復制）并不是一個好的用戶體驗。對于可能沒有考慮過影響多樣性或缺乏影響多樣性的評估者來說，很高興看到Google提高了多樣性的重要性。

Sometimes queries are biased – such as when you include “Yelp” or “Amazon” in the search query, but even in their examples, they aren’t including brand names in generic searches.?有時查詢帶有偏見-例如，當您在搜索查詢中包含“ Yelp”或“ Amazon”時，但即使在其示例中，它們也沒有在常規搜索中包括品牌名稱。

“Search results should help”?“搜索結果應有幫助”

Again, Google is reiterating the fact that search results should provide “Search results should provide authoritative and trustworthy information, not lead people astray with misleading content” showing that the importance of trust in search and the lack of misleading results is important to Google.?Google再次重申搜索結果應提供“搜索結果應提供權威和可信賴的信息，而不是使人們誤導內容誤入歧途”這一事實，這表明信任搜索的重要性和缺乏誤導性結果對Google很重要。

It also reminds raters of the importance of YMYL and EAT when it comes to serving helpful and trustworthy results.?它還提醒評價者YMYL和EAT在提供有用和可信賴的結果方面的重要性。

“Harmful, hateful, violent, or sexually explicit search results”?“有害，仇恨，暴力或色情露骨的搜索結果”

Along with that, Google is stressing that any search results that contain harmful, hateful, violent, or sexually explicit search results should only be ever shown when the search has clear intent that the searcher is looking for this particular type of content. It is never a good search result when there’s inappropriate content served to searchers when the search clearly does not indicate that is what they wanted to find.?除此之外，Google強調任何包含有害，仇恨，暴力或色情露骨搜索結果的搜索結果都應僅在搜索明確表明搜索者正在尋找這種特定類型的內容時才顯示。當搜索者顯然沒有表明他們想要查找的內容時，如果向搜索者提供了不適當的內容，那將永遠不是一個好的搜索結果。

This is very clearly already dealt with in the guidelines in the offensive flag section.? But it is interesting that Google is also highlighting this in the new intro.?在進攻標志部分的指南中已經很清楚地解決了這一問題。 但是有趣的是，谷歌也在新的介紹中強調了這一點。

0.2 Raters Must Represent People in their Rating Locale?評分者必須在其評分語言環境中代表人們

The first change is in regards to how raters are rating the results based on their location.? Now, raters must analyze the results from their own locale.? While this might not be much on the surface, it does show that Google is looking to improve local results to being specific to the location of the user, and not more generic.?第一個變化是關于評估者如何根據其位置對結果進行評估。 現在，評估者必須分析其各自區域的結果。 盡管從表面上看可能并不多，但這確實表明Google希望將本地搜索結果改進為針對用戶的位置，而不是更通用。

Google changed “0.2 Raters Must Represent the User” to “0.2 Raters Must Represent People in their Rating Locale”?Google將“ 0.2評分者必須代表用戶”更改為“ 0.2評分者必須代表用戶在其評分區域設置”

While the first paragraph remains the same, they did add a new paragraph that is much more explicit about raters needing to keep their own personal bias from their ratings.?盡管第一段保持不變，但他們確實添加了一個新段，該段更加清楚地表明，評估者需要保持自己的個人偏見不受評分影響。

Here is the new paragraph:

Unless your rating task indicates otherwise, your ratings should be based on the instructions and examples given in these guidelines. Ratings should not be based on your personal opinions, preferences, religious beliefs, or political views.? Always use your best judgment and represent the cultural standards and norms of your rating locale.?除非您的評分任務另有說明，否則您的評分應基于這些準則中給出的說明和示例。 評級不應基于您的個人意見，偏好，宗教信仰或政治觀點。 始終使用您的最佳判斷，并代表您的評分語言環境的文化標準和規范。

Why did they add this? Well there is ability that they were seeing some outside biases or influences affecting ratings of certain types of search queries. But they could also be trying to be more sensitive to cultural norms in specific locales, but that does raise a whole can of worms in that regard, because Google is asking raters to use their best judgment to represent the “cultural standards and norms of your rating locale.”?他們為什么要添加這個？ 嗯，他們有能力看到一些外部偏見或影響，從而影響某些類型的搜索查詢的評分。 但是他們也可能試圖對特定區域的文化規范更加敏感，但這確實在這方面引起了極大的反響，因為Google要求評估者使用最佳判斷來代表“您的文化標準和規范”。評價語言環境。”

Is Google looking for a diversity when it comes to “personal opinions, preferences, religious beliefs, or political views” with their raters?? Or for raters to rate while attempting to remove their personal biases completely??在與評估者進行“個人觀點，偏好，宗教信仰或政治觀點”方面，Google是否在尋求多樣性？還是讓評估者在嘗試完全消除個人偏見時進行評估？

2.1 Important Definitions?重要定義

Google has added two new definitions to the section, “search engine” and “user”.?Google在該部分中添加了兩個新定義，即“搜索引擎”和“用戶”。

The first definition is pretty straightforward, although it is an interesting choice of words that Google refers to a search engine as a “tool.”?第一個定義非常簡單，盡管Google將搜索引擎稱為“工具”是一個有趣的選擇。

Here is the search engine definition:

A search engine is a tool to help people find or interact with content available on the Internet.?搜索引擎是一種工具，可以幫助人們找到Internet上的內容或與之交互。

They’ve also added a new definition for a user. We did see some changes with the last quality rater guidelines update, specifically around the term user, where Google replaced the term user with “a person’s” as it related to YMYL sites impacting a person’s future happiness, health, financial stability, or safety.?他們還為用戶添加了新定義。 我們確實在上次質量評估者指南更新中看到了一些變化，特別是圍繞“用戶”一詞，因為與YMYL網站相關的Google會影響用戶未來的幸福感，健康狀況，財務穩定性或安全性，因此Google用“一個人”代替了“用戶”一詞。

In these guidelines, the word ” user ” refers to a person trying to find information or accomplish a task on the Internet. Keep in mind that users are people from many different backgrounds, whose ?experiences and needs may differ from your own: people of all ages, genders, races, religions, political affiliations, etc.?在這些指南中，“用戶”一詞是指試圖在Internet上查找信息或完成任務的人。請記住，用戶是來自不同背景的人，他們的經驗和需求可能與您自己的不同：各個年齡段，性別，種族，宗教，政治背景等的人。

Google is stressing the importance that a rater cannot necessarily put their own personal bias on the ratings, because searchers come from all different types of backgrounds.? ? And they specifically mention political affiliations, something that has become an issue throughout the world.?Google強調了重要性，因為搜索者來自各種不同的背景，因此評級者不一定會對評級施加自己的個人偏見。他們特別提到政治聯系，這已成為全世界的問題。

12.1 Important Rating Definitions and Ideas?重要的評級定義和想法

In some fashion to the change made earlier in the guidelines, Google is also made a change to the user definition here to specifically mention possible bias in ratings by the raters.? They are asked to keep in mind that general searchers come from all over the world with a variety of backgrounds.?以某種方式對指南中先前所做的更改進行了更改，在此Google也對用戶定義進行了更改，以特別提及評估者的評分可能存在的偏差。他們被要求記住，來自世界各地的具有不同背景的一般搜索者。

They also added the implication to remind raters that searchers aren’t just publishing a task when doing a search. They’ve added that he could be trying to find information, instead of just trying to accomplish something.?他們還添加了這一含義，以提醒評分者搜索者在進行搜索時不僅在發布任務。 他們補充說，他可能試圖尋找信息，而不僅僅是嘗試完成某些事情。

Why did this change? Well it is inline with the earlier addition at the beginning of the Quality Rater Guidelines. But the addition of trying to find information does imply that maybe the searcher is finding whatever they need exactly in the search results rather than accomplishing a task for these results per se.? Remember, raters are rating both the search results themselves, as well as the landing pages of those results.?為什么要更改？ 嗯，這與“質量評估程序準則”開始時的早期補充一致。但是，嘗試查找信息的附加操作確實意味著搜索者可能正在搜索結果中準確找到他們需要的任何內容，而不是為這些結果本身完成任務。請記住，評估者對搜索結果本身以及這些結果的目標網頁都進行了評級。

Here is the old section:

User: The user is the person trying to accomplish something by typing or speaking into a mobile phone with a small screen (i.e., size of a smartphone, not a tablet).?用戶：用戶是試圖通過在具有小屏幕（即智能手機的大小，而不是平板電腦的大小）的手機中鍵入或講話來完成某事的人。

Here is the new version with change to the first sentence and the new second sentence.

User: The user is the person trying to find information or accomplish a task by typing or speaking into a mobile phone with a small screen (i.e., size of a smartphone, not a tablet).Keep in mind that users are people from all over the world: people of all ages, genders, races, religions, political affiliations, etc.?用戶：用戶是試圖通過在具有小屏幕（即智能手機的大小，而不是平板電腦）的手機上打字或講話來查找信息或完成任務的人。請記住，用戶是來自世界各地的人們 世界：各個年齡段，性別，種族，宗教，政治派別等的人。

14.6 Upsetting-Offensive Flag?令人反感的flag

Google has made some changes to this section, and this is rather interesting because it highlights political affiliations. We saw the Google quality rater guidelines update a couple years ago specifically for fake news and conspiracy theories surrounding political campaigns, so this addition of political affiliation is quite telling.?Google對本節進行了一些更改，這很有趣，因為它突出顯示了政治聯系。我們看到Google質量評估者指南是在幾年前更新的，專門針對圍繞政治競選活動的虛假新聞和陰謀論進行了更新，因此這種政治聯系的加入是很有意義的。

They’ve also made a change where they changed the term users to people.?他們還進行了更改，將用戶一詞改為人。

Here is the first paragraph from the old version of this section:

The Internet contains all sorts of content, including content that many users find offensive or upsetting. Additionally, users of all ages, genders, races, and religions use the Internet to understand the world and other people’s points of view. Users may issue queries on sensitive topics to understand why people believe, say, or do upsetting or offensive things. Search engines exist to allow users to find the information they are looking for.?互聯網包含各種內容，包括許多用戶覺得令人反感或令人不快的內容。 此外，所有年齡，性別，種族和宗教的用戶都使用Internet來了解世界和其他人的觀點。用戶可以對敏感主題發出查詢，以了解人們為什么相信，說或做令人討厭或令人反感的事情。存在搜索引擎以允許用戶找到他們正在尋找的信息。

And the updated version:

The Internet contains all sorts of content, including content that many users find offensive or upsetting. People of all ages, genders, races, religions, and political affiliations use the Internet to understand the world and other points of view. Users may issue queries on sensitive topics to understand why people believe, say, or do upsetting or offensive things. Search engines exist to allow users to find the information they are looking for.?互聯網包含各種內容，包括許多用戶覺得令人反感或令人不快的內容。 所有年齡，性別，種族，宗教和政治背景的人都使用Internet來了解世界和其他觀點。用戶可以對敏感主題發出查詢，以了解人們為什么相信，說或做令人討厭或令人反感的事情。存在搜索引擎以允許用戶找到他們正在尋找的信息。

So this change of making raters aware that users can have different political affiliations in themselves makes you wonder if they are working on a search algo to diversify the search results and the political bias they may or may not contain.?因此，這種變化使評估者意識到用戶本身可以具有不同的政治聯系，這使您想知道他們是否正在研究搜索算法以使搜索結果多樣化以及他們可能包含或可能不包含的政治偏見。

14.6.2 Needs Met Rating for Upsetting-Offensive Tolerant Queries?需要對令人反感的容忍查詢進行評估

Google has made another change here specifically mentioning political affiliations again.? And they changed the term users to people.?Google在此進行了另一處更改，特別是再次提及了政治聯系。他們將用戶一詞改為人。

Here is the first paragraph of the old section:

Remember that users of all ages, genders, races, and religions use search engines for a variety of needs. One especially important user need is exploring subjects that may be difficult to discuss in person. For example, some people may hesitate to ask what racial slurs mean. People may also want to understand why certain racially offensive statements are made. Giving users access to resources that help them understand racism, hatred, and other sensitive topics is beneficial to society.?請記住，所有年齡，性別，種族和宗教的用戶都使用搜索引擎來滿足各種需求。 用戶的一項特別重要的需求是探索可能難以親自討論的主題。 例如，有些人可能會猶豫，問種族歧視是什么意思。 人們可能還想了解為什么要做出某些種族冒犯性言論。 讓用戶訪問有助于他們理解種族主義，仇恨和其他敏感主題的資源，對社會有益。

And the updated version:

Remember that people of all ages, genders, races, religions, and political affiliations use search engines for a variety of needs. One especially important user need is exploring subjects that may be difficult to discuss in person. For example, some people may hesitate to ask what racial slurs mean. People may also want to understand why certain racially offensive statements are made. Giving users access to resources that help them understand racism, hatred, and other sensitive topics is beneficial to society.?請記住，所有年齡，性別，種族，宗教和政治背景的人都使用搜索引擎來滿足各種需求。 用戶的一項特別重要的需求是探索可能難以親自討論的主題。 例如，有些人可能會猶豫，問種族歧視是什么意思。 人們可能還想了解為什么要做出某些種族冒犯性言論。 讓用戶訪問有助于他們理解種族主義，仇恨和其他敏感主題的資源，對社會有益。

15.0 The Relationship between Page Quality and Needs Met?頁面質量與需求之間的關系

This change was merely a grammatical one:

The HM rating may not be appropriate if a page has low Page Quality or has any other undesirable characteristics, such as outdated or inaccurate information, or if it is a poor fit for the query. We have very high standards for the HM rating.?如果頁面的質量低或具有任何其他不良特征（例如信息過時或不正確），或者如果該頁面不適合查詢，則HM等級可能不合適。我們對HM等級有很高的標準。

Overall

With Google placing this additional emphasis on accuracy in search results as well as ensuring results are high-quality, authoritative, and trustworthy, it shows that Google is continuing to ensure that misleading search results are not ranking well in their search index. So we could likely see more additional algo updates coming as they are working on improving this.?Google更加注重搜索結果的準確性，并確保結果是高質量，權威性和可信賴的，這表明Google繼續確保誤導性搜索結果在其搜索索引中排名不佳。因此，我們可能會看到更多其他算法更新正在改進中。

Why does Google care so much about their results quality? Because if Google is not serving the highest quality search results, that’s going to lead to searchers deciding to try out other search engines instead.?為什么Google如此關心結果質量？因為如果Google沒有提供最高質量的搜索結果，那將導致搜索者決定嘗試其他搜索引擎。

The entire thing around rater bias, particularly political, could be a telling addition.? Or perhaps they are noting that they are seeing political bias shrine through when evaluating the rater’s ratings.? And Google’s goal is to have diverse search results while avoiding links to inaccurate political content, something that was an issue during the last US election cycle.?圍繞評估者偏見（尤其是政治偏見）的整個事情可能是一個有說服力的補充。 也許他們注意到，在評估評估者的評分時，他們正在看到政治上的偏見。 Google的目標是獲得多樣化的搜索結果，同時避免鏈接到不正確的政治內容，這在上一次美國大選周期中一直是個問題。

Overall, these changes weren’t as extensive as previous updates.? But the changes could be a sign of an upcoming algo change.? And the introduction is a nice overview for both raters and webmasters alike.?總體而言，這些更改沒有以前的更新那么廣泛。 但是這些變化可能預示著即將發生的算法變化。 簡介對于評級者和網站管理員都是很好的概述。

來源：JENNIFER SLEGG? 2019年