How does Google know if a search result is good or bad?

Google Search Quality Guidelines

Excellent question!

Short answer is: There are a set of “Search Quality Raters” outside of Google who manually rate a search result.

These Quality Raters are trained by Google and follow a set of guidelines to rate any search result. The guidelines is a 170-odd page document that is published publicly. In fact, you can access it here.


E-A-T stands for Expertise, Authoritativeness and Trustworthiness. Google rates every page using these three parameters in order to understand the quality of the webpage.

Expertise: The expertise of the creator of the Main Content.

Authoritativeness: How Authoritative is the Content Creator, the Main Content and the website.

Trustworthiness: How trustworthy are the creator, content and the website.

These parameters help decide where to rank the page in Search Results.

Search Quality Guidelines

The PDF attached above is periodically updated by Google and is a must read for anyone who wants to understand how Google ranks a web page.

This one PDF is going to tell you more about the Google’s ranking mechanism than any SEO course on the internet. philosophy

At, one of our favourite pastimes is to test our team members’ knowledge of this Search Quality Guidelines. It is incredibly useful and worth reading for everyone trying to rank their website on Google search.

Every team member of ours have read this PDF multiple times, to know it inside out. This document is one of the most revealing document yet on Google’s Search philosophy.

We plan to write more on this topic in the coming blogs. It is one of our favourite topics. Stay tuned.

– team

At, we swear by the Search Quality Rater Guidelines published by Google. In fact, you can test how good an SEO agency/freelancer is by asking them about it. It is that important. But not many SEO agencies know this. That is why we say so confidently that, we are easily one of the best out there for SEO.

At, we pride ourselves on being great at what we do, i.e. SEO and Content Mktg. We understand search engines and content well enough to help businesses get the most out of their online presence. We can help you rank high on relevant searches by your potential customers.

Try us. If you are not satisfied with our services, we give a 100% refund for our first month of work together. No questions asked.

Check out our incredible success stories

WhatsApp us at +91 99670 85327 or email at to know how you can transform your marketing.

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