Google, SEO, SEM y un poco más

Hace ya algún tiempo que tengo un documento que supuestamente es la “base” de conocimiento para los quality raters (también conocidos como evangelist) de Google.

Para los no familiarizados con este concepto, es la gente que Google contrata por TODO el mundo para evaluar búsquedas, detectar Spam, y en general… mejorar la calidad de los resultados en las SERP.

Dado que es un documento público (está accesible desde varios servidores), y que es un tema de interés… me he permitido la libertad de adjuntar algunos “fragmentos” que seguro… os harán reflexionar

Aunque solo son algunos fragmentos que me han parecido interesantes… esforzaros en encontrar el documento original haciendo algo de “googling” El esfuerzo valdrá la pena….

1. The Role of the Quality Rater
As a Quality Rater, you will evaluate ‘query-page’ Tasks. For each ‘query-page’ Task, you will:
• Research and understand the query.
• Evaluate the page based on its relevance to the query and its utility to the user.
• Assign a rating from the Rating Scale.
Query refers to the word or words that a user types in the search box of a search engine.
The URL is the web address of the page you will evaluate, such as http://www.microsoft.com/.
The Page or Landing Page is the page you will evaluate. It is the page you see after you click on the URL.
Task Language and Task Location. You will be given a Task language and a Task location for each
query-page Task. You must evaluate each Task in the context of its language and location.
In this document, each query will be shown in square brackets, followed by the Task language and Task
location. Examples:
[ Elvis Presley ], English (US)
[ coca cola ], Spanish (MX)
Please keep in mind that the language of the query may not match the Task language. For example, you may
be working on a German (DE) Task and see a query in English.

Adjustments to Ratings Based on Task Location and Page Location
It is very important to use the Task Language and Task Location to interpret the query. You will also need to
use the Task language and Task location to evaluate the page. Sometimes the Task location doesn’t match
the country domain of the page. For example, the Task location is Spain, but the country domain of the page
is Mexico (.mx).
In many cases, when there is a mismatch between the Task Location and the country domain of the page, you
will need to lower the rating for the page. You must use your common sense and cultural knowledge to
determine whether to lower the rating and how much to lower it. Do not hesitate to lower the rating to Off-
Topic if there is a mismatch between the Task Location and country domain of the page that would make the
result useless for a user in the Task Location. High ratings are appropriate for pages with high relevance and
which are in the right language and right location.

Part 4: Webspam Guidelines
WHAT IS WEBSPAM ?
Webspam is the term for web pages that are designed by webmasters to trick search engine robots and direct
traffic to their websites. In the coming pages, you will learn how to identify some of these techniques. When
you observe them being used, you will assign a Spam label to the page.
The Relationship between Ratings and Spam
You have already learned that pages are rated according to their relevance to the query and utility to the user.
You would not be able to assign a rating without knowing the query. We say that ratings are querydependent.
Spam labels do not depend on the relevance of the page to the query. Spam labels are query-independent.
A page should receive a Spam label if it is created using deceptive techniques - no matter what query it is
associated with. It is possible for a page to receive a very high rating – even a Vital rating – and also be
assigned a Spam label.
How do Spammers make money from the use of Spam?
Spammers make money when visitors click on links on their web pages. Revenue sources are of two general
types:
Pay-Per-Click (PPC) ads: Spammers make money each time an ad is clicked. PPC ads appear on many
different types of web pages. Sponsored links is another term for ads.
Thin Affiliates: Spammers make money when a transaction is made after the user has clicked through to
the merchant’s site.
Exceptions: Pages should generally not be marked Spam if they provide added value. Added value refers to
original or other useful content on the page, regardless of whether there are PPC ads. Examples of content
that provides added value include:
• Price comparison functionality: Even though the user has to go to another site via the affiliate link to place
an order, there is value to have price comparisons right there on the page.
• Product reviews: Pages that provide original reviews offer added value. Items that are commonly
reviewed are books, electronics, and hotels.
• Recipes: Pages that provide recipes offer added value.
• Lyrics and quotes: Pages that display lyrics or quotes offer added value.
• Contact information: Pages that provide contact information, especially physical addresses and phone
numbers, offer added value.
• Coupon, discount, and promotion codes: Affiliate pages that provide coupon, promotion, or discount
codes for the consumer offer added value.
TYPES OF SPAM
This section describes the following types of Spam and provides tips and tools on how to identify them.
• PPC Pages • JavaScript Redirects
• Parked Domains • Keyword Stuffing
• Thin Affiliates • 100% Frame
• Hidden Text and Hidden Links • Sneaky Redirects