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

谷歌质量评价者指南更新：新介绍，Rater偏差和政治隶属关系

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发布了全新版本的Quality Rater Guidelines，这是今年的第三版。所做的更改并未像今年的前两个版本那样广泛，但是新的更新可能是有关Google计划将算法应用到何处的有趣信号，并且此更新也没有什么不同。

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. 第一个更改是对质量评估人员的全新介绍的补充，该指南对工作以及如何在更全面的水平上评估结果进行了更为详细的介绍，与指南后面的更详尽部分相比，具有更广泛的含义。

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. 还有一些有趣的变化，使评估者意识到他们对Google的任务进行评估时可能会产生偏见。

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联系，特别是在举报令人反感的内容方面。

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 搜索体验

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. 万维网是大量在线信息和内容的集合。 互联网搜索引擎提供了一种强大的方式来探索这一在线世界。 人们可以通过多种方式进行搜索：人们可以在浏览器的搜索框中键入单词，与手机或助理设备通话，使用搜索引擎自动完成功能等。

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?]. 人们出于各种目的搜索Internet，从完成快速任务到深入研究主题。搜索可能是长期项目的一部分，例如房屋装修或假期计划。当某人无聊并在寻找娱乐时，可能会进行搜索，例如搜索[有趣的视频]。搜索可能是一个人生命中关键时刻提出的一个问题，例如[心脏病发作的症状是什么？]。

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. 存在搜索引擎来帮助人们找到他们想要的东西。 为此，搜索引擎必须提供以最有帮助的顺序显示的各种有用的高质量搜索结果集。

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. 不同类型的搜索需要非常不同类型的搜索结果。 医学搜索结果应该是高质量，权威性和可信赖的。 “可爱的小动物图片”的搜索结果应该很可爱。特定网站或网页的搜索结果应位于顶部。具有许多可能含义或涉及许多观点的搜索需要一组反映结果自然而然的含义和观点。

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. 世界各地的人们都在使用搜索引擎； 因此，搜索结果的多样性对于满足使用搜索的人们的多样性至关重要。 例如，有关人群的搜索应返回有用的结果，这些结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，搜索结果应该可以帮助人们。 搜索结果应提供权威和可信赖的信息，而不会使人们误导性内容。 搜索结果应使人们能够找到他们想要的东西，而不会因内容不愉快，令人沮丧，令人反感或令人不安而感到惊讶。 有害，仇恨，暴力或色情露骨的搜寻结果仅在以下情况下才是适当的：该人以明确表明他们正在寻找此类内容的方式来表达他们的搜寻，并且对其所用词没有其他合理解释 搜索。

There is a lot of interesting things to unpack in this introduction for SEOs to consider. 在本简介中，有很多有趣的事情需要SEO来考虑。

“High Quality, Authoritative, and Trustworthy”“高质量，权威和值得信赖”

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. 我们知道，对于YMYL结果，Google非常重视E-A-T。Google在这里补充说，重要的是医疗搜索结果必须符合“高质量，权威性和可信赖”的标准。在本节中，他们还以“心脏病发作的症状是什么？”为例，讨论了重要医疗建议的重要性。

“Diverse set of results”“不同的结果集”

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强调搜索结果多样化的重要性。搜寻结果非常相似的页面，无论是略微改写的相似的小甜饼切割器内容，还是重新合成的内容（谷歌因某种原因都没有被复制）并不是一个好的用户体验。对于可能没有考虑过影响多样性或缺乏影响多样性的评估者来说，很高兴看到Google提高了多样性的重要性。

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. 有时查询带有偏见-例如，当您在搜索查询中包含“ Yelp”或“ Amazon”时，但即使在其示例中，它们也没有在常规搜索中包括品牌名称。

“Search results should help” “搜索结果应有帮助”

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再次重申搜索结果应提供“搜索结果应提供权威和可信赖的信息，而不是使人们误导内容误入歧途”这一事实，这表明信任搜索的重要性和缺乏误导性结果对Google很重要。

It also reminds raters of the importance of YMYL and EAT when it comes to serving helpful and trustworthy results. 它还提醒评价者YMYL和EAT在提供有用和可信赖的结果方面的重要性。

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

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强调任何包含有害，仇恨，暴力或色情露骨搜索结果的搜索结果都应仅在搜索明确表明搜索者正在寻找这种特定类型的内容时才显示。当搜索者显然没有表明他们想要查找的内容时，如果向搜索者提供了不适当的内容，那将永远不是一个好的搜索结果。

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. 在进攻标志部分的指南中已经很清楚地解决了这一问题。 但是有趣的是，谷歌也在新的介绍中强调了这一点。

0.2 Raters Must Represent People in their Rating Locale 评分者必须在其评分语言环境中代表人们

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. 第一个变化是关于评估者如何根据其位置对结果进行评估。 现在，评估者必须分析其各自区域的结果。 尽管从表面上看可能并不多，但这确实表明Google希望将本地搜索结果改进为针对用户的位置，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将“ 0.2评分者必须代表用户”更改为“ 0.2评分者必须代表用户在其评分区域设置”

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. 尽管第一段保持不变，但他们确实添加了一个新段，该段更加清楚地表明，评估者需要保持自己的个人偏见不受评分影响。

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. 除非您的评分任务另有说明，否则您的评分应基于这些准则中给出的说明和示例。 评级不应基于您的个人意见，偏好，宗教信仰或政治观点。 始终使用您的最佳判断，并代表您的评分语言环境的文化标准和规范。

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.” 他们为什么要添加这个？ 嗯，他们有能力看到一些外部偏见或影响，从而影响某些类型的搜索查询的评分。 但是他们也可能试图对特定区域的文化规范更加敏感，但这确实在这方面引起了极大的反响，因为Google要求评估者使用最佳判断来代表“您的文化标准和规范”。评价语言环境。”

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? 在与评估者进行“个人观点，偏好，宗教信仰或政治观点”方面，Google是否在寻求多样性？还是让评估者在尝试完全消除个人偏见时进行评估？

2.1 Important Definitions 重要定义

Google has added two new definitions to the section, “search engine” and “user”. Google在该部分中添加了两个新定义，即“搜索引擎”和“用户”。

The first definition is pretty straightforward, although it is an interesting choice of words that Google refers to a search engine as a “tool.” 第一个定义非常简单，尽管Google将搜索引擎称为“工具”是一个有趣的选择。

Here is the search engine definition:

A search engine is a tool to help people find or interact with content available on the Internet. 搜索引擎是一种工具，可以帮助人们找到Internet上的内容或与之交互。

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. 他们还为用户添加了新定义。 我们确实在上次质量评估者指南更新中看到了一些变化，特别是围绕“用户”一词，因为与YMYL网站相关的Google会影响用户未来的幸福感，健康状况，财务稳定性或安全性，因此Google用“一个人”代替了“用户”一词。

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. 在这些指南中，“用户”一词是指试图在Internet上查找信息或完成任务的人。请记住，用户是来自不同背景的人，他们的经验和需求可能与您自己的不同：各个年龄段，性别，种族，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强调了重要性，因为搜索者来自各种不同的背景，因此评级者不一定会对评级施加自己的个人偏见。他们特别提到政治联系，这已成为全世界的问题。

12.1 Important Rating Definitions and Ideas 重要的评级定义和想法

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. 以某种方式对指南中先前所做的更改进行了更改，在此Google也对用户定义进行了更改，以特别提及评估者的评分可能存在的偏差。他们被要求记住，来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. 他们还添加了这一含义，以提醒评分者搜索者在进行搜索时不仅在发布任务。 他们补充说，他可能试图寻找信息，而不仅仅是尝试完成某些事情。

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. 为什么要更改？ 嗯，这与“质量评估程序准则”开始时的早期补充一致。但是，尝试查找信息的附加操作确实意味着搜索者可能正在搜索结果中准确找到他们需要的任何内容，而不是为这些结果本身完成任务。请记住，评估者对搜索结果本身以及这些结果的目标网页都进行了评级。

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). 用户：用户是试图通过在具有小屏幕（即智能手机的大小，而不是平板电脑的大小）的手机中键入或讲话来完成某事的人。

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. 用户：用户是试图通过在具有小屏幕（即智能手机的大小，而不是平板电脑）的手机上打字或讲话来查找信息或完成任务的人。请记住，用户是来自世界各地的人们 世界：各个年龄段，性别，种族，宗教，政治派别等的人。

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对本节进行了一些更改，这很有趣，因为它突出显示了政治联系。我们看到Google质量评估者指南是在几年前更新的，专门针对围绕政治竞选活动的虚假新闻和阴谋论进行了更新，因此这种政治联系的加入是很有意义的。

They’ve also made a change where they changed the term users to people. 他们还进行了更改，将用户一词改为人。

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. 互联网包含各种内容，包括许多用户觉得令人反感或令人不快的内容。 此外，所有年龄，性别，种族和宗教的用户都使用Internet来了解世界和其他人的观点。用户可以对敏感主题发出查询，以了解人们为什么相信，说或做令人讨厌或令人反感的事情。存在搜索引擎以允许用户找到他们正在寻找的信息。

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. 互联网包含各种内容，包括许多用户觉得令人反感或令人不快的内容。 所有年龄，性别，种族，宗教和政治背景的人都使用Internet来了解世界和其他观点。用户可以对敏感主题发出查询，以了解人们为什么相信，说或做令人讨厌或令人反感的事情。存在搜索引擎以允许用户找到他们正在寻找的信息。

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，这种变化使评估者意识到用户本身可以具有不同的政治联系，这使您想知道他们是否正在研究搜索算法以使搜索结果多样化以及他们可能包含或可能不包含的政治偏见。

14.6.2 Needs Met Rating for Upsetting-Offensive Tolerant Queries 需要对令人反感的容忍查询进行评估

Google has made another change here specifically mentioning political affiliations again.  And they changed the term users to people. Google在此进行了另一处更改，特别是再次提及了政治联系。他们将用户一词改为人。

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. 请记住，所有年龄，性别，种族和宗教的用户都使用搜索引擎来满足各种需求。 用户的一项特别重要的需求是探索可能难以亲自讨论的主题。 例如，有些人可能会犹豫，问种族歧视是什么意思。 人们可能还想了解为什么要做出某些种族冒犯性言论。 让用户访问有助于他们理解种族主义，仇恨和其他敏感主题的资源，对社会有益。

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. 请记住，所有年龄，性别，种族，宗教和政治背景的人都使用搜索引擎来满足各种需求。 用户的一项特别重要的需求是探索可能难以亲自讨论的主题。 例如，有些人可能会犹豫，问种族歧视是什么意思。 人们可能还想了解为什么要做出某些种族冒犯性言论。 让用户访问有助于他们理解种族主义，仇恨和其他敏感主题的资源，对社会有益。

15.0 The Relationship between Page Quality and Needs Met 页面质量与需求之间的关系

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. 如果页面的质量低或具有任何其他不良特征（例如信息过时或不正确），或者如果该页面不适合查询，则HM等级可能不合适。我们对HM等级有很高的标准。

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更加注重搜索结果的准确性，并确保结果是高质量，权威性和可信赖的，这表明Google继续确保误导性搜索结果在其搜索索引中排名不佳。因此，我们可能会看到更多其他算法更新正在改进中。

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. 为什么Google如此关心结果质量？因为如果Google没有提供最高质量的搜索结果，那将导致搜索者决定尝试其他搜索引擎。

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. 围绕评估者偏见（尤其是政治偏见）的整个事情可能是一个有说服力的补充。 也许他们注意到，在评估评估者的评分时，他们正在看到政治上的偏见。 Google的目标是获得多样化的搜索结果，同时避免链接到不正确的政治内容，这在上一次美国大选周期中一直是个问题。

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. 总体而言，这些更改没有以前的更新那么广泛。 但是这些变化可能预示着即将发生的算法变化。 简介对于评级者和网站管理员都是很好的概述。

来源：JENNIFER SLEGG  2019年