From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: What Advanced SEOs Should Know From The Google Raters Guidelines. PRESENTATION: Nothing Wrong, But Nothing Special: Taking Your Quality from Medium to High - Given by Ruth Burr Reedy, @ruthburr - UpBuild, LLC, Director of Strategy. #SMX #14A

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Taking Your Quality from Medium to High
“NOTHING WRONG, BUT NOTHING
SPECIAL”

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FAQs
§ Boy
§ October 6th
§ First baby
§ Yes, we are very excited
Hi SMX Advanced!
Ruth Burr Reedy
Director of Strategy, UpBuild LLC
http://upbuild.io

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Keep in Mind

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Why SEOs Should Look at the QR Guidelines

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What, of These Signals, Are Machine-Readable?

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Why Are You Here?

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Your Money or Your Life (YMYL)

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The Quality Scale
Page 17
Lowest Medium Highest Low High

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Fix Your Low-Quality Pages

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Type of Medium
Page
Discussion
Nothing wrong,
but nothing special
This page achieves its purpose, however, it does not
merit a High quality rating, nor is there anything to
indicate that a Low quality rating is appropriate.
Mixed, but has
some E-A-T
The page or website has some characteristics of both
High and Low quality pages, but the low quality
characteristics are mild enough that the convincing
high quality aspects make it difficult to rate the page
Low.
Medium Quality Pages

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High Quality Pages

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High Level of E-A-T

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On-Site Improvements

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Better Content

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A Satisfying Amount of High Quality MC
Detailed,
original
product
description
Manufacturer
specifications
FAQ and
reviews
Customer
service info
on-page
Supplementary
content

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Satisfying Website Information
Who am I?

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Ads

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Fix Your Shopping Cart

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Customer Service

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Supplementary Content and You
Source: Moz.com

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November March
“While a page can merit the High
rating with no reputation, the
High rating cannot be used for any
website that has a convincing
negative reputation. A very
positive reputation can be a
reason for using the High rating
for an otherwise Medium page.”
Reputation
“While a page can merit the High
rating with no reputation, the
High rating cannot be used for any
website that has a convincing
negative reputation.”

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Reputation

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Reviews

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“Look for information written by a person, not
statistics or other machine-compiled information.
News articles, Wikipedia articles, blog posts,
magazine articles, forum discussions, and ratings
from independent organizations can all be sources
of reputation information. Look for independent,
credible sources of information.”
References

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Experts

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Ratings

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Build Your Brand Already

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2.6.4 How to Search for Reputation Information
Using ibm.com as an example, try one or more of the following
searches on Google:
• [ibm –site:ibm.com]: A search for IBM which excludes pages on ibm.com.
• [“ibm.com” –site:ibm.com]: A search for “ibm.com” which excludes pages
on ibm.com.
• [ibm reviews –site:ibm.com] A search for reviews of IBM which excludes
pages on ibm.com.
• [“ibm.com” reviews –site:ibm.com]: A search for reviews of “ibm.com”
which excludes pages on ibm.com.
You Could Do This Right Now

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Optimism vs. Reality

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX