Google Assessors and Their Impact on Website Promotion

The modern Internet and all related technologies are now at the stage of rapid development. This also applies, among other things, to their search engine algorithms. Here, a huge number of various filters, tools, add-ons are used, aimed at checking sites, determining their compliance with the requirements of the bots themselves, as well as users who contact the site. But even this is far from always enough to identify the so-called "black" content prohibited in the search results today. SEO promotion, which is actively used by unscrupulous marketers, SEO specialists, webmasters to promote the site.

One of the most effective solutions here at the moment is considered to be the use of human resources together with machine systems. We are talking about specialists of such a profession as an assessor. They are well versed in the specifics of the search engine, thoroughly know all the requirements that are imposed on modern sites. All this allows them to quickly and efficiently identify “black” SEO and lower the positions of those sites where it was identified, or even remove them from search results.

In today's review, we will dwell in detail on who assessors are and what responsibilities are included in their daily work. We will describe what actions of such specialists affect search engine promotion. Let's briefly get acquainted with the guidelines for Google search engine assessors so that you can understand the principles on which their work will be introduced and what criteria for checking and evaluating pages are relevant today. We will highlight the categories of sites to which assessors will impose higher requirements and how important it is to comply with them. We will pay a little attention to the profession itself. Perhaps you will decide to try your hand at it. In particular, we will highlight the advantages and disadvantages of such work, estimate the approximate level of earnings. We will tell you how you can become a Google assessor.

The information provided will help you not only understand how website verification is currently provided on the Internet and assess the impact of the results of such work directly on your site, but also, perhaps, discover a rather promising profession for yourself.

Assessors: what kind of specialists are they?

Assessor (which in English sounds like “appraiser”) — This is a specialist working on the staff of a particular search engine. His responsibilities include assessing sites that will be issued to users in response to their request for relevant search engine requirements. In the context of assessing the quality of staff work, the competence and skills of employees will be assessed here. If we talk directly about the search engine, the assessor will manually assess the relevance of the page to user requests. Thanks to their work, it is possible to improve the quality of search for an ordinary user, and companies can improve the quality of ranking their sites. This will be the key to consistently attracting new customers, increasing sales and, along with this, profits.

Initially, only bots were used for such work, but recently, unfortunately, the effectiveness of their actions has significantly decreased. And this phenomenon has several reasons:

1. A significant increase in the volume of information on the Internet. On most sites, content is increasing exponentially, which requires increased resources at the stage of indexing pages. This information is confirmed by data from the Internet Technical Center, that is, there is no doubt about its reliability.
2. Despite the active implementation of machine learning technologies and artificial intelligence in the process of search engines, computer algorithms have not yet learned to follow the logic and common sense characteristic of an ordinary person. This is why errors often occur in data collection that a real user could not make.
3. Software failures. May occur as a result of increased load, various technical problems. As a result, the information obtained after analyzing search results and collecting data may be incomplete, distorted.

Additional involvement of an assessor in performing such work will help eliminate all these shortcomings and ensure maximum efficiency of the search engine, eliminate all risks associated with the use of black SEO.

Main responsibilities of assessors

The key task of the assessor will be to assess the relevance of sites in response to information that users will request. Several criteria are used here, the received data is recorded, the result is saved. That is, the assessor can basically be called a moderator of sites that are included in search results for user queries. The site relevance assessment is performed based on the first and actual assessments.

The assessor's initial assessment involves taking into account the site's visual design, as well as the presence of prohibited elements on it. Alternatively, the absence of pornographic materials, information about narcotics and other prohibited content on the site is established. The site is also additionally checked for viruses. If it is established that you have a malicious site in front of you, it will be immediately blocked. That is, neither now nor in the future will this site be included in search results at all.

During the actual assessment of the relevance of the page, assessors check a fairly wide range of criteria, in particular:

• compliance of the site content with user requests;
• relevance of data, its accuracy, reliability;
• negative reviews left by clients, visitors in order to identify weak points, problems;
• list of sources from which information comes to the site;
• comprehensive analysis of the site structure, which allows you to determine the ease of use, the convenience of finding the desired page or information;
• checking the quality of the search engine algorithm, which is largely due to the correctness of the indexing settings;
• the presence of unwanted advertising that is sent from the site without the consent of the recipient to his e-mail, instant messengers or in in the form of SMS messages;
• analysis of title, description, headings and all other content of pages, their compliance with the subject of materials posted on a specific page.

Special attention is also paid to text content when checking the relevance of a page. Not only should it fully disclose the essence of the main key request, but it should also be structured and consistent in presentation. Particular attention is also paid to checking navigation on the page and on the site as a whole. Here it is important to make sure that the user can easily find the necessary materials. The assessor also makes sure that the authorship of the information provided is indicated, there are links to the resources from which the main information was taken, internal anchors.

For the most part, this profession is suitable for people who are distinguished by perseverance, those who can concentrate their own attention even on small details, are endowed with endurance, and have a good memory. In any case, you need to be prepared for the fact that the search engine assessor will daily encounter quite complex, but at the same time monotonous and repetitive work, which, alas, cannot be automated. On the contrary, in this case, the specialist checks the work of the automated system.

Since we have already started talking about assessors as a profession, let's get acquainted with its features in more detail.

Advantages and disadvantages of the assessor profession

As with any other profession, working as an assessor has a number of advantages and disadvantages. So, if we talk about the strengths, then here are the following points:

1. Absence of requirements regarding expertise in a particular topic. In their work, the assessor will have to deal with a large number of different sites related to all sorts of market niches. It is clear that one person cannot be an expert in absolutely everything. We will talk about the other side of the coin of this moment when we consider the disadvantages.
2. For the most part, the work of an assessor is remote. Specialists can work from any place convenient for themselves, set an individual schedule. The main thing is that all work is done on time and efficiently. But with all this, the specialist receives official employment, a social package. His employment and subsequent activities in the company are carried out within the framework of Labor Law. Timely official payment is also guaranteed.
3. Assessors are employees of the world's largest corporations. We have already talked about the fact that these specialists will work in search engines. These are the companies that are well known in almost every country in the world. That is, you can proudly say that you are an employee of Google, Opera, Yandex, etc.
4. A specialist is not required to have a higher education or any other special skills. It will be enough that the person is organized, is distinguished by perseverance, and is ready to perform routine monotonous work.
5. All expenses associated with the use of Internet sites, specialized services and other paid resources are always borne by the employer. Everything that you do not have to pay for can already be added to your income.

And now about the disadvantages. In the advantages, we indicated that the assessor does not need to be an expert in all niches. This is, of course, a significant plus, but it will still be important to identify incorrect, low-quality, unreliable content in the work. And this can only be done by strictly following a huge number of instructions and recommendations. At the same time, they will constantly change, which will require additional study and taking into account new requirements. You will not be able to show your own creativity here, use additional approaches: the work must be carried out exclusively according to the instructions.

You should also understand that assessors have no career growth a priori. That is, this is a profession in which you will not be able to advance in any way. For ambitious people, this can become a serious stumbling block. In addition, the level of wages in this market niche, at least today, leaves much to be desired. Is everything so critical here? Everyone must draw their own conclusions.

The salary level of modern assessors

Despite the fact that assessors work in large global corporations, they do not have a fixed rate. The salary level directly depends on the volume of actual work performed. If you analyze job boards with such vacancies, you will never see an indication of the salary. This means that you can only understand how much you can earn as an assessor by analyzing information from people who work in this niche or have previously tried themselves in it.

So, if we talk directly about the Google corporation, the approximate salary of an assessor here is in the range of $3 to $10 per hour of work. As you can see, the numbers are quite low and they directly depend on the complexity of the tasks a particular specialist agrees to work with, as well as on the level of the outsourcing company through which the work will be carried out.

We would like to draw your attention to the fact that in today's review we are talking directly about Google assessors. This is the largest search engine today. On average, up to 150 billion user requests from different countries and regions of the world are processed through it per month. Today, the number of assessors working in this corporation has exceeded 5,000 people. But if we compare them with other search engines, then very serious requirements are imposed on these specialists. In addition, the work always begins with completing specialized courses, within the framework of which you will be taught all the nuances of the upcoming work activity.

We would also like to draw your attention to the fact that after such courses, Google assessors choose a specialization for themselves. So, some will be engaged in checking the relevance of sites, others - process user reviews, identifying custom ones, and the work of others will be associated with media files. To find yourself as a Google assessor, applicants must ideally have a command of English. Without this, a person will not be able to take the vacant position.

Mandatory personal qualities for an assessor

If you are attracted by the opportunity to become an assessor at Google, it is initially important to understand that such vacancies are posted exclusively on foreign specialized platforms. Most offers today can be found on Appen, Lionbridge. Also keep in mind that tasks will not come directly from Google: the company cooperates through specialized outsourcing organizations.

To apply for the position of assessor, the applicant must have the following personal qualities, technical equipment:

• knowledge of English at least at the B2 level, or even higher;
• an advanced powerful functional smartphone with a high-speed Internet connection;
• successful completion of testing, and then — a two-hour interview with representatives of an outsourcing agency via video link;
• perseverance, minimal ambition, desire and ability to do monotonous, painstaking work.
• ability to wisely allocate your time in order to complete the required amount of work while meeting the deadline.

If you meet these requirements, you can try yourself as a Google assessor.

Now that you know what profession we are talking about, it's time to return to the main topic of our review - getting to know how the work of these specialists affects search engine promotion and which sites have special requirements.

How the actions of assessors affect search

Google first began creating assessor positions and involving them in monitoring the work of the search engine back in 2004. It is this period that is well known to many specialists for the flourishing of the so-called "wild SEO". The essence was that the top of the search results was divided between sites whose content consisted of a banal set of key queries.

As a result, the search engine management had to look for a solution to the problem. It became clear that the bot algorithms that existed at that time were not able to evaluate the quality of content well, and paid more attention exclusively to the technical component. That is, in parallel with their work, it was necessary to involve real people. Those who could double-check the work of the algorithms and, so to speak, clean up their mistakes. This is how assessors appeared.

The ratings that specialists give to sites do not directly affect the position of the resource in the search results. That is, during the verification of a site at the ranking stage, the assessor cannot tell the system where to place it. But still, when forming the top of the issue, the bots will take into account the ratings given. If it turns out that from the point of view of the search engine algorithms the site is literally ideal, but the assessors give it a low score, the final position of the site will still be lowered. That is, there is still an indirect influence here.

The results of the checks, together with the ratings, are collected and analyzed by big data specialists, after which certain adjustments are made to the algorithms. This is what is intended to increase the efficiency of search guards, minimize the number of missed errors. But still, it is necessary to understand that at the current stage of their development, algorithms cannot analyze indirect features of pages, identify a cause-and-effect relationship. That is, only by combining machine processing and manual labor can you get good results and allow those sites that deserve to be there to reach the top of search results.

Do assessors check all sites?

If you have your own online presence on the network, then the question is quite natural: what is the probability that your site will be of interest to assessors? Practice shows that most of these specialists check only those sites that are in the first 3 positions in search results for high-frequency queries. That is, you can get an additional check from the assessor only if your site becomes popular among the audience and is in the TOP-3 for the most frequent key phrase. And if you take into account the total number of sites that are represented on the World Wide Web today, as well as the number of specialists currently working with the Google search engine, then you can say with confidence that your chances of getting under manual check will be low.

In any case, you can use the Google Analytics report connected to your site to see whether it has been checked by assessors. In this service, such visits will be displayed as traffic from internal domains of the search engine. This is due to the fact that all specialists are required to work through personal logins embedded in the Google working interface. That is, if you see such traffic, you can be sure that your site has been checked by assessors.

What is the guide for assessors?

When we talked about the profession of an assessor in general at the beginning of the review, we indicated that the work of such specialists is entirely based on a special guide - Instructions for Google Assessors. It clearly spells out all the evaluation criteria, which is intended to make the specialist's work absolutely impartial. This Instruction is updated with enviable regularity, adding new parameters that are considered important for the search engine as a whole, taking into account current trends.

When the assessor profession was just launched, Google did not try to advertise it at all. And there was some logic in this, since knowing the specifics of the work of such specialists, efforts would immediately be made to find ways to accurately comply with the requirements contained in the instructions, which would cause a new wave of poor-quality SEO promotion. But still, gradually all these requirements began to appear on the Internet in parts. Along with reliable information, a lot of fake information was also presented here, which began to mislead webmasters, increasing the number of low-quality sites on the network.

In order to prevent the spread of such a problem, Google decided to publish the official version of this Instruction. Now all changes that occur in it are immediately updated in the official document. SEO specialists have access to truly reliable and accurate information, allowing them to perform website promotion work as correctly as possible and without using the principles of "black" and even "gray" SEO.

That is, all assessors work on a single set of rules and give ratings, which the system can then easily systematize and take into account. Along with the criterion itself, the Instructions also provide additional explanations for it, which allows the specialist to make the most correct decision.

Criteria on the basis of which pages are assessed

Google search engine assessors check the quality of pages in two main stages. Initially, the purpose and how well it corresponds to the key queries used are assessed. If it turns out that a particular page or the site as a whole was created without a specific purpose or its owners simply wanted to deceive users, misinform them, spread aggression or cause any other harm, then the lowest rating is automatically assigned. In this case, the quality of the sites is not even taken into account.

If the site passes the first stage of verification, that is, the specialist is convinced that a certain page was not created to negatively influence users, a number of additional factors are considered, namely:

• the benefit to the target audience is assessed: the higher it seems, the higher the rating will be;
• the page's compliance with the EAT factor - abbreviation for Expertise, Authoritativeness, Trustworthiness, i.e. “Competence”, “Authority”, “Reliability”;
• the volume of content presented on the page and its quality, value for the reader, usefulness;
• the presence of information about the author of the materials on the site, as well as verification of this data;
• the reputation of the site as a whole, as well as the person responsible for preparing the materials.

Based on all these criteria, the assessor gives the final assessment of the site. It is divided into 9 separate categories: the lowest and the lowest+; low and low+, average and average+; high, high+ and the highest.

A little more detail about the EAT principle

The EAT principle needs to be considered in more detail, since by and large, absolutely every site that wants to show good promotion in search engines and be useful for the target audience must comply with it. So, in order to get the highest rating from assessors for this parameter, it is necessary to entrust the preparation of content to those people who can rightfully be called professionals in this niche. Thus, recommendations on caring for small children should be given by a pediatrician, people with a legal education should discuss legal norms and laws, and none other than an agronomist or landscape designer should talk about the features of restoring a lawn after winter. Only in this case can we talk about the high quality of the materials and the fact that they will be reliable and will benefit the audience.

That is, absolutely any site should be assessed by EAT. But still, practice shows that such an assessment may not always be unambiguous. Alternatively, if you have a material about the difficulties and problems in the operation of a Samsung washing machine that its owner encountered after 2 years of use, it may not be prepared by a home appliance repairman, but by the person who used it. And with a high degree of probability, this will be an ordinary housewife who does not have a specialized education, but, nevertheless, she knows what she is talking about.

That is, in this case, it is important for the assessor to pay attention to how exactly the information is presented. If there is a description of how a housewife dealt with a particular problem, what attempts she made to correct an error in the operation of the same washing machine were successful, then such material is highly likely to receive a high rating from a specialist, although it was not prepared directly by an expert.

Categories of sites to which increased requirements are imposed

Among all the sites that are presented on the Internet today, assessors pay special attention to sites that belong to the category YMYL. This is an abbreviation for the expression Your Money or Your Life, which literally translates as “Wallet or life”. Here we are talking about sites that have a direct impact on health, in some cases even on people's lives, their well-being. By and large, this includes absolutely any site that has a page for paying for services. But still, this is a completely separate category of sites related to the following areas:

• news in such niches as medicine, high technology, science, business;
• tax and legal topics, as well as all issues related to changes in legislation, including advice for users;
• finance, information on investment management, capital, offers from banking structures, financial services, including what is related to money transfers;
• search and purchase of services, goods;
• everything that is related to medicine, health, including sites belonging to medical centers, clinics or individual doctors, networks through which medical drugs are sold, information portals dedicated to this topic.

Other bright representatives of YMYL sites will be sites dedicated to religion, politics, those where questions of race, gender, sexual orientation, and other similar issues.

Are there any additional requirements for YMYL sites?

It is a mistake to assume that YMYL sites are checked based on any special requirements, conditions, or criteria: there is nothing like that here. However, it is important to understand that such pages will be treated more strictly than others that do not have such a significant impact on people's health and well-being. To understand how this all works in practice, let's look at a few illustrative examples:

1. A pop-up advert dedicated to the latest fashion gossip may slightly lower the site's rating, but if such a banner appears on a page where you provide first aid for high blood pressure, the final rating will be extremely low.
2. A page with jokes, where you simply miss the author, most likely will not receive low ratings from assessors, unlike those pages that provide the results of sociological surveys. In the latter case, the author's profile and links to sources of information must be indicated. Without this, the rating of such a page is guaranteed to be lowered.
3. A page with a recipe for a Napoleon cake may not be updated for decades, while maintaining its relevance and not causing a decrease in ratings from search bots and assessors. But if something like this is found on a site dedicated to long-term investments, then a low rating is guaranteed, because here the material will already be completely irrelevant and outdated.

These are just a few examples of how the same mistakes and oversights for ordinary sites can remain completely unnoticed, including by assessors, while they can really ruin other sites. This means that if you work with YMYL pages, you will still need to put more attention and effort into their creation and subsequent promotion.

Is it important to adjust your sites to the criteria specified in the assessors' guide?

The fact that absolutely any site that is created today and promoted on the Internet must be of high quality and meet the requirements of search bots, ordinary users - this is the basis for its effective operation. But, unfortunately, many site owners neglect these requirements and do not pay special attention to them. In addition, there is an opinion that there is no point in doing all this work and complying with the requirements specified in the Instructions, because, according to statistics, only an insignificant percentage of sites are subject to manual verification by assessors.

But such an opinion is a serious misconception. You should understand that this document is based on all the requirements that, among other things, are also intended to improve search algorithms. We have already said that errors and inconsistencies that assessors will identify in their work become the basis for replenishing the Google database and are subsequently used to improve the search engine. This means that the requirements for the quality of sites will gradually become more stringent. And it will be much easier for you to initially comply with all these standards, so as not to subsequently make radical changes or not end up at the bottom of the search results, or even outside of them.

Leading experts agree that the compliance of a site with all the criteria specified in the Instructions for assessors is a kind of set of laws for the effective promotion of a site to the top of search results. And it does not matter whether a manual check will be applied to a particular page. Moreover, the presence of such rules significantly simplifies the work of SEO specialists: it is much easier and simpler to work and get good results if you have a detailed checklist at your disposal, and also for other specialists working on the site, be it a copywriter, front-end and backend teams. This is what will allow you to avoid many serious mistakes when working with the site.

Of course, following the instructions when working with the site does not guarantee that immediately after launch your site will be in the 1st position in the search results. But still, the resource will receive the basis for effective promotion. And this means that you should not neglect such opportunities.

Let's sum it up

We hope that in today's review you received detailed information about who search engine assessors are, what work is included in the responsibilities of such specialists, assessed the prospects of the profession, including for yourself. We also paid special attention to getting to know how manual site verification affects their position in search results, talked about the Instructions, which should become the basis for optimizing your site if you want to get maximum efficiency from it in practice.

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