--- title: "Decoding Google's Search Quality Guidelines: Where SEO Still Moves the Needle" description: 'A practitioner’s MDX deep dive into Google’s Search Quality Evaluator Guidelines (SQEG), informed assumptions about how ranking systems likely use them, and concrete implementations—complete with JSON‑LD markup—to align with E‑E‑A‑T, YMYL, Page Quality, and Needs Met.' author: 'Gabriel Luis' date: '2025-09-13' tags: [ 'SEO', 'Google', 'SQEG', 'E-E-A-T', 'YMYL', 'structured data', 'technical SEO', 'content strategy', ] --- # Decoding Google’s Search Quality Guidelines: Where SEO Still Moves the Needle :::info[TL;DR] The SQEG trains humans to _evaluate_ quality; those labels then train algorithms to _approximate_ the same judgments at scale. You won’t “optimize for raters,” you’ll **design content and UX that raters would score highly**—because Google keeps tuning toward that outcome. This guide distills what’s explicit in the document, what’s strongly implied, and the **SEO levers** that still work in 2025 (without chasing myths). ::: ## What this guide is (and isn’t) - **Is**: A practical, opinionated summary of SQEG concepts (beneficial purpose, Page Quality, Needs Met, YMYL, E‑E‑A‑T) + **educated inferences** about Google’s systems and **hands‑on implementation** (schema, layout, checklists). - **Is not**: A list of secret ranking factors or guarantees. Treat this like a **design spec for helpful content** that survives core updates. --- ## The mental model: From rater labels to ranking systems | What SQEG explicitly prescribes | Our inference about systems | Practical SEO move | | ------------------------------------------------------------------ | --------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------- | | Raters judge **purpose** and **helpfulness**, not just keywords. | Models are trained to detect **beneficial purpose** and **satisfying MC** (Main Content) from on‑page and off‑site signals. | State purpose clearly (H1, intro, table of contents), deliver _complete_ MC, avoid deceptive UX. | | **E‑E‑A‑T** and **reputation** are core to trust. | Entity‑level graphs map **authors/brands → topics → endorsements**. | Establish authors as entities, add bios, cite high‑authority sources, earn third‑party coverage. | | YMYL topics demand higher scrutiny. | Thresholded trust/accuracy gates likely apply to YMYL queries. | Use expert authorship, fact‑checking, transparent sourcing, and safety disclaimers. | | Distinguish **MC, SC, Ads**; intrusive monetization hurts quality. | UX and engagement proxies influence satisfaction modeling. | Prioritize readability, navigation, and non‑disruptive ads; measure with CWV and behavior signals. | --- ## Implementing E‑E‑A‑T in practice ### 1) Make authors & organizations machine‑readable (JSON‑LD) ```json { "@context": "https://schema.org", "@type": "Organization", "name": "Acme Health Media", "url": "https://www.acmehealthmedia.com", "logo": "https://www.acmehealthmedia.com/logo.png", "sameAs": ["https://www.linkedin.com/company/acmehealthmedia", "https://twitter.com/acmehealth"], "contactPoint": [ { "@type": "ContactPoint", "contactType": "customer support", "email": "support@acmehealthmedia.com" } ] } ``` ```json { "@context": "https://schema.org", "@type": "Person", "name": "Dr. Jamie Rivera, MD", "url": "https://www.acmehealthmedia.com/authors/jamie-rivera-md", "jobTitle": "Cardiologist & Senior Medical Editor", "affiliation": { "@type": "Organization", "name": "Acme Health Media" }, "alumniOf": { "@type": "CollegeOrUniversity", "name": "Stanford University School of Medicine" }, "knowsAbout": ["Cardiology", "Heart attack symptoms", "Hypertension"], "sameAs": [ "https://scholar.google.com/citations?user=xxxx", "https://www.linkedin.com/in/jamie-rivera-md" ] } ``` ### 2) Mark up articles with authorship, citations, and review dates ```json { "@context": "https://schema.org", "@type": "Article", "headline": "What a Heart Attack Feels Like (and What to Do)", "datePublished": "2025-06-10", "dateModified": "2025-08-01", "author": { "@type": "Person", "name": "Dr. Jamie Rivera, MD", "url": "https://www.acmehealthmedia.com/authors/jamie-rivera-md" }, "editor": { "@type": "Person", "name": "Taylor Kim, RN" }, "publisher": { "@type": "Organization", "name": "Acme Health Media", "logo": { "@type": "ImageObject", "url": "https://www.acmehealthmedia.com/logo.png" } }, "about": ["Heart attack symptoms", "Emergency response"], "isPartOf": { "@type": "WebSite", "name": "Acme Health Media", "url": "https://www.acmehealthmedia.com" }, "mainEntityOfPage": "https://www.acmehealthmedia.com/ymyl/heart-attack-symptoms", "citation": [ "https://www.heart.org/en/health-topics/heart-attack", "https://www.cdc.gov/heartdisease/heart_attack.htm" ] } ``` > **Tip**: Use `dateModified` to surface content freshness; it often aligns with rater expectations for accuracy on YMYL. ### 3) Add FAQ (carefully) to support “Needs Met” ```json { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What should I do first if I suspect a heart attack?", "acceptedAnswer": { "@type": "Answer", "text": "Call emergency services immediately. Chew an aspirin if advised by a clinician." } }, { "@type": "Question", "name": "How is a heart attack diagnosed?", "acceptedAnswer": { "@type": "Answer", "text": "Typically via ECG, blood tests for cardiac enzymes, and imaging as needed." } } ] } ``` > **Guardrail**: Only publish FAQs that your page genuinely answers; don’t stuff keywords into questions. ### 4) Reinforce trust with reviews and policies (commerce/local) ```json { "@context": "https://schema.org", "@type": "Product", "name": "Omega-3 Supplement 1200mg", "sku": "OMG-1200", "brand": { "@type": "Brand", "name": "Acme Nutrition" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.6", "reviewCount": "214" }, "offers": { "@type": "Offer", "priceCurrency": "USD", "price": "24.99", "availability": "https://schema.org/InStock" } } ``` ```json { "@context": "https://schema.org", "@type": "Organization", "name": "Acme Nutrition", "hasMerchantReturnPolicy": { "@type": "MerchantReturnPolicy", "applicableCountry": "US", "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow", "merchantReturnDays": "30" } } ``` --- ## YMYL vs non‑YMYL: how to scale your bar - **YMYL (health, finance, safety, civic info)**: Use credentialed authors, peer review, citations to consensus sources, and clear editorial policies. Include **last‑reviewed** dates and conflicts‑of‑interest statements. - **Non‑YMYL**: Depth and originality matter, but the required proof of expertise is lower. Focus on **experience signals** (photos, demos, data you gathered yourself). --- ## Layout guidelines that mirror SQEG language Your pages should make it obvious what’s **MC** (Main Content), what’s **SC** (Supplementary Content), and what’s **Ads**. Here’s a starter layout snippet you can adapt: ```html

How to Refinish a Butcher Block Countertop (Step‑by‑Step)

We tested three finishes and logged drying times and durability over 6 months.

``` --- ## Content production systems that earn “High” Page Quality ### Content brief template (YAML) ```yaml title: 'How to Lower LDL Cholesterol Naturally' search_intent: ['informational', 'safety-critical', 'YMYL'] primary_audience: ['Adults 30-65', 'At-risk patients'] expert_author: 'Registered Dietitian' reviewer: 'MD, Cardiology' evidence_requirements: - 'Cite 3+ peer-reviewed sources (last 5 years)' - 'Reference national guidelines (AHA/ACC)' experience_elements: - 'Include patient-friendly grocery list' - 'Include 2 real-world meal plans tested by staff' completeness_checklist: - 'Definition, causes, risk factors' - 'Dietary strategies (soluble fiber, plant sterols)' - 'Exercise, sleep, stress' - 'When to see a doctor' compliance: disclosures: ['Affiliate links clearly labeled', 'Medical disclaimer present'] updates: 'Review every 6 months' ``` ### On‑page E‑E‑A‑T checklist - [ ] Author name is visible, clickable, and mapped in JSON‑LD. - [ ] Author credentials and **why they’re qualified** are stated. - [ ] Citations link to consensus sources; quotes and stats are attributed. - [ ] `datePublished` and `dateModified` are displayed. - [ ] Editorial process, fact‑checking, and corrections policy are linked. - [ ] Contact and customer service paths are easy to find (for stores). --- ## Internal linking & entity building - Use **topic hubs** and definitive, descriptive anchors (avoid “click here”). - Link outward to **expert consensus** when appropriate (signals humility + accuracy). - Create **author profile pages** that compile publications, topics, and credentials. ```json { "@context": "https://schema.org", "@type": "WebSite", "name": "Acme Guides", "url": "https://www.acmeguides.com", "potentialAction": { "@type": "SearchAction", "target": "https://www.acmeguides.com/search?q={search_term_string}", "query-input": "required name=search_term_string" } } ``` --- ## Measurement: prove you’re meeting needs **Track**: Core Web Vitals (LCP, CLS, INP), scroll depth, time on MC, SERP click‑through, long clicks (dwell), support tickets reduced, returns/refunds (for commerce), and **review sentiment**. **Review cadence**: Monthly for non‑YMYL; **quarterly** (or faster) for YMYL. **Anti‑patterns**: Autoplay audio, aggressive popups before MC, ad density that shifts layout, vague headlines that don’t match query intent. --- ## Edge cases & policies - **UGC**: Moderate, label, and separate from editorial MC. Consider `UserComments` in schema.org where relevant. - **Affiliate content**: Disclose early; add **hands‑on experience** (photos, measurements, unique tests) to avoid “thin” perception. - **AI‑assisted content**: Fine if **expert‑reviewed**, cited, and transparent; risky if it fabricates sources or advice—especially on YMYL. --- ## 30/60/90‑day rollout plan **Day 0‑30**: Audit E‑E‑A‑T gaps, implement org/person/article schema, fix intrusive layouts, publish editorial policy pages. **Day 31‑60**: Rebuild 10 highest‑value pages to “High PQ” standards; add topic hubs; secure 3 authoritative citations/mentions. **Day 61‑90**: Expand author/entity graph, launch periodic review workflow, and A/B test ad placements for minimal disruption. --- ## Frequently used structured data snippets ### Breadcrumbs ```json { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.acme.com/" }, { "@type": "ListItem", "position": 2, "name": "Guides", "item": "https://www.acme.com/guides/" }, { "@type": "ListItem", "position": 3, "name": "Kitchen", "item": "https://www.acme.com/guides/kitchen/" } ] } ``` ### Local business (NIFA: Name, Identity, Findability, Accessibility) ```json { "@context": "https://schema.org", "@type": "LocalBusiness", "name": "Acme Dental Care", "url": "https://www.acmedentalcare.com", "image": "https://www.acmedentalcare.com/office.jpg", "telephone": "+1-555-0100", "address": { "@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "Phoenix", "addressRegion": "AZ", "postalCode": "85001", "addressCountry": "US" }, "openingHoursSpecification": [ { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday"], "opens": "08:30", "closes": "17:00" } ] } ``` --- ## Final word You can’t “game” the SQEG. But you **can** build pages and brands that _consistently_ look great through a rater’s lens—because that’s the direction the algorithm keeps moving. Treat these guidelines as your **north star** for content, structure, markup, and reputation.

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