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Google guidelines
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  • Added: September, 06th 2012
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by Kai on September 17th, 2012 at 01:16 am
Great article about the new guidelines. Hope I´ll have the time to read it the next days but I´ve already messed up with the important parts :)
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Content Preview
General Guidelines Version 3.27 June 22, 2012
Part 1: Rating Guidelines ........................................................................................ 5
1.0 Welcome to the Search Quality Rating Program! ........................................................................................... 5
1.1 URL Rating Overview ................................................................................................................................. 5
1.2 Important Rating Definitions and Ideas ................................................................................................... 5
1.3 The Purpose of Search Quality Rating ..................................................................................................... 6
1.4 Raters Must Represent the User ............................................................................................................... 6
1.5 Internet Safety Information ........................................................................................................................ 7
1.6 Releasing Tasks ......................................................................................................................................... 7
2.0 Understanding the Query .................................................................................................................................. 8
2.1 Understanding User Intent ........................................................................................................................ 8
2.2 Task Language and Task Location ........................................................................................................... 8
2.3 Queries with Multiple Meanings ................................................................................................................ 9
2.4 Classification of User Intent: Action, Information, and Navigation - "Do-Know-Go" ........................ 9
3.0 The Language of the Landing Page ............................................................................................................... 13
4.0 The Rating Scale .............................................................................................................................................. 14
4.1 Vital ............................................................................................................................................................ 14
4.2 Useful ......................................................................................................................................................... 20
4.3 Relevant ..................................................................................................................................................... 22
4.4 Slightly Relevant ....................................................................................................................................... 23
4.5 Off-Topic or Useless ................................................................................................................................ 26
4.6 Unratable ................................................................................................................................................... 29
5.0 Rating: From User Intent to Assigning a Rating ......................................................................................... 32
5.1 User Intent and Page Utility ..................................................................................................................... 32
5.2 Location is Important ............................................................................................................................... 33
5.3 Language is Important (This section is for Non-English Task Languages) ....................................... 34
5.4 Multiple Interpretations ............................................................................................................................ 36
5.5 Specificity of Queries and Landing Pages ............................................................................................ 38
5.6 Common Rating Problems ...................................................................................................................... 42
6.0 Flags ................................................................................................................................................................... 60
6.1 Spam Flag ................................................................................................................................................. 60
6.2 Pornography Flag ..................................................................................................................................... 60
6.3 Malicious Flag ........................................................................................................................................... 63
6.4 Compatibility between Ratings and Flags ............................................................................................. 63
Part 2: URL Rating Tasks with User Locations .................................................. 64
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1.0 Important Definitions ....................................................................................................................................... 64
1.1 What is the User Location? .................................................................................................................... 64
1.2 Why are the Task Location and User Location important? ................................................................. 65
1.3 User Location, Task Location, and Explicit Location in the query ..................................................... 65
2.0 Location-Specific Rating Task Screenshot ................................................................................................... 67
3.0 The Role of User Location in Understanding Query Interpretation/User Intent ........................................ 69
3.1 Queries with Local Intent ......................................................................................................................... 71
3.2 Rating Landing Pages when the task has a User Location ................................................................. 73
3.3 Vital Ratings for Rating Tasks with User Locations ............................................................................. 74
3.4 Rating Examples ....................................................................................................................................... 75
Part 3: Page Quality Rating Guidelines ............................................................... 80
1.0 Overview of Page Quality Evaluation ............................................................................................................. 81
1.1 Introduction to Page Quality ................................................................................................................... 81
1.2 Important Guideline Information ............................................................................................................. 82
2.0 Landing Page Considerations ......................................................................................................................... 83
2.1 Identifying the Purpose of the Page ....................................................................................................... 83
2.2 Identifying the Main Content, Supplementary Content, and Advertisements .................................... 85
2.3 Rating the Quality of the Main Content .................................................................................................. 87
2.4 Rating the Quantity of Helpful Main Content ......................................................................................... 90
2.5 Rating the Helpfulness of the Supplementary Content ........................................................................ 92
2.6 Rating the Layout of the Page/Use of Space on the Page ................................................................... 93
3.0 Answering Homepage and Website Questions ............................................................................................. 95
3.1 Finding the Homepage of the Website ................................................................................................... 95
3.2 Is the Purpose of the Page Consistent with the Website? ................................................................... 97
3.3 Who is Responsible for the Content of the Website and the Content of the Page? ......................... 97
3.4 Does the Website Have an Appropriate Amount of Contact Information? ........................................ 98
3.5 What Kind of Reputation Does the Website Have? .............................................................................. 99
3.6 Is the Homepage of the Website Updated/Maintained? ..................................................................... 102
4.0 Assigning an Overall Page Quality Rating ................................................................................................... 103
4.1 Highest Quality Pages............................................................................................................................ 103
4.2 High Quality Pages ................................................................................................................................. 104
4.3 Medium Quality Pages ........................................................................................................................... 104
4.4 Low Quality Pages .................................................................................................................................. 105
4.5 Lowest Quality Pages ............................................................................................................................ 105
5.0 Additional Page Quality Rating Guidance .................................................................................................... 106
5.1 Assigning a Page Quality Rating to Pages with no Main Content/Error Messages ........................ 106
5.2 Balancing Page Level and Website Level Questions to Assign an Overall Page Quality Rating .. 107
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5.3 How to Check for Copied Content ........................................................................................................ 108
6.0 Page Quality Rating and URL Rating ............................................................................................................ 110
7.0 Page Quality Rating FAQs ............................................................................................................................. 111
Part 4: Rating Examples ..................................................................................... 112
1.0 Named Entity Queries ..................................................................................................................................... 112
2.0 Action Queries ................................................................................................................................................. 119
3.0 Information Queries ........................................................................................................................................ 122
4.0 Queries that Ask for a List ............................................................................................................................. 125
5.0 Rating Examples for Task Locations other than English (US) ................................................................... 129
Part 5: Webspam Guidelines .............................................................................. 131
1.0 What is Webspam ? ........................................................................................................................................ 131
1.1 The Relationship between Ratings and Spam .................................................................................... 131
1.2 Why do Spammers Create Spam Pages? ............................................................................................ 131
1.3 When to Check for Spam ....................................................................................................................... 132
2.0 Browser Requirement ..................................................................................................................................... 132
3.0 Looking for Technical Signals ....................................................................................................................... 132
3.1 Hidden Text and Hidden Links .............................................................................................................. 133
3.2 Keyword Stuffing .................................................................................................................................... 135
3.3 Sneaky Redirects .................................................................................................................................... 136
3.4 Cloaking .................................................................................................................................................. 137
4.0 Helpful Webpages vs. Spam Webpages ....................................................................................................... 137
4.1 Pages with Copied Content and PPC Ads ........................................................................................... 138
4.2 Fake Search Pages with PPC Ads ........................................................................................................ 140
4.3 Fake Blogs with PPC Ads ...................................................................................................................... 140
4.4 Fake Message Boards with PPC Ads ................................................................................................... 140
4.5 Copied Content that is NOT Spam ........................................................................................................ 141
5.0 Commercial Intent ........................................................................................................................................... 141
5.1 Thin Affiliates .......................................................................................................................................... 141
5.2 Pure PPC Pages ...................................................................................................................................... 142
5.3 Parked (Expired) Domains ..................................................................................................................... 142
5.4 Pages with Unhelpful Content and PPC Ads ....................................................................................... 143
6.0 Phishing Websites .................................................................................................................................. 144
7.0 Spam and the Resolving Stage ..................................................................................................................... 144
8.0 Conclusion ....................................................................................................................................................... 145
Part 6: Using EWOQ ............................................................................................ 146
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1.0 Introduction ..................................................................................................................................................... 146
2.0 Accessing the EWOQ Rating Interface ......................................................................................................... 146
3.0 Rating ............................................................................................................................................................... 146
4.0 Rating Home Screenshots ............................................................................................................................. 147
5.0 Resolving Tasks (Re-rating Unresolved Tasks) / Moderators .................................................................... 152
6.0 Commenting Etiquette .................................................................................................................................... 154
Part 7: Quick Guide to URL Rating .................................................................... 156
Part 8: Quick Guide to Webspam Recognition ................................................. 159



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Part 1: Rating Guidelines



1.0 Welcome to the Search Quality Rating Program!


As a Search Quality Rater, you will work on many different types of rating projects. These guidelines cover just one
type of search quality rating - URL rating.

Please take the time to carefully read through these guidelines. The ideas presented here are important for other types
of rating. When you can do URL rating, you will be well on your way to becoming a successful Search Quality Rater!




1.1 URL Rating Overview

For each URL rating task you acquire, you will see a query and a URL. You will:

* Research the query
* Click on the URL to visit the landing page
* Assign a rating based on these guidelines




1.2 Important Rating Definitions and Ideas

Search Engine: A search engine is a website that allows users to search the Web by entering words or symbols into a
search box. u=khjjij

Query: A query is the set of word(s), number(s), and/or symbol(s) that a user types in the search box of a search
engine. We will sometimes refer to this set of words, numbers, or symbols as the "query terms". Some people also
call these "key words". In these guidelines, queries will have square brackets around them. If a user types the words
digital cameras in the search box, we will display: [digital cameras].

User Intent: When a user types a query, he is trying to accomplish something, such as finding information or
purchasing an item online. We refer to this goal as the user intent.

Task Language and Task Location: Queries have a task language and task location associated with them and will
look like this in these guidelines: [digital cameras], Spanish (ES). This format indicates that the query digital
cameras
was typed into a search box by a Spanish reading user in Spain. Task locations are represented by a two-
letter country code. The country code for Spain is ES. If the query had been typed by a Spanish reading user in
Mexico, it would look like this: [digital cameras], Spanish (MX).

For a current list of country codes, go to
http://www.iso.org/iso/country_codes/iso_3166_code_lists/country_names_and_code_elements.htm

Homepage (of a website): When we use the term "homepage", we are referring to the main page of a website. It is
the first page that users see when the website loads. The URL for the homepage of a website usually ends
with .com, .edu, .org, .gov, etc., or the two-letter code for a country outside the US, such as .jp, .mx, .ru, etc. For
example,
http://www.apple.com/
is the homepage of the Apple computer company website, and
http://www.mcdonalds.com/ is the homepage of the McDonald's hamburger corporation website. We are aware that
some countries use the term "homepage" to refer to the entire website of a company, organization, individual, etc.
However, we use "homepage" to refer to the main page only.

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Subpage: A page on a website that is not the homepage. For example, http://www.apple.com/iphone/ is a subpage on
the Apple website. An example of a subpage on the McDonald's website is
http://www.mcdonalds.com/usa/rest_locator.html.

Webpage or Web Page: Any page on a website. It may be the homepage or a subpage of the website.

URL
: The URL is the Web address of the webpage you will evaluate, such as http://www.microsoft.com. It is important
to look at the URL, but remember that you will evaluate the landing page.

Landing Page or Page: This refers to the webpage that you will evaluate. It is the page you see after you click on the
URL. These guidelines will explain how to evaluate the content of the landing page. You may see ads and sponsored
links on many landing pages. You will evaluate only the content posted by the webmaster. Your rating will not be
based on ads or sponsored links on the page (even if they are related to the query).

Topic: The topic of the query is the focus or subject of the query; it is what the query is about. Users typing the query
want to find pages on the Web that are related to the topic of the query.

Utility: The utility of the landing page is a measure of how helpful the page is for the user intent. Pages with good
utility are helpful for users. Pages with no utility are useless. Utility is the most important aspect of search engine
quality, and is therefore the most important thing for you to think about when evaluating webpages.

The Rating Scale will be described in detail in Section 4, but here is a brief overview. For each task, you will assign
exactly one of the following ratings:

Rating Scale
Description
Vital
A special rating category (see Section 4.1)
Useful
A page that is very helpful for most users.
Relevant
A page that is helpful for many or some users.
A page that is not very helpful for most users, but is somewhat related to the query. Some or few
Slightly Relevant
users would find this page helpful.
Off-Topic or Useless
A page that is helpful for very few or no users.
Unratable
A page that cannot be evaluated. A complete description can be found in Section 4.6.

You will also assign any of the following flags that apply: Not Spam, Maybe Spam, Spam, Porn, and Malicious.
They will be discussed in Section 6.




1.3 The Purpose of Search Quality Rating

Your ratings will be used to evaluate search engine quality around the world. Good search engines give results that
are helpful for users in their specific language and location.




1.4 Raters Must Represent the User

It is very important for you to represent the user. The user is someone who lives in your task location and reads the
task language, and who has typed the query in the search box.

You must be very familiar with the task language and task location in order to represent the experience of users in your
task location. If you do not have the knowledge to do this, please inform your employer.

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1.5 Internet Safety Information

In the course of your work, you will visit many different webpages. Some of them may harm your computer unless you
are careful. Please do not download any executables, applications, or other potentially dangerous files, or click on any
links that you are uncomfortable with. We strongly recommend that you have antivirus and anti-spyware
protection on your computer. This software must be updated frequently or your computer will not be
protected. There are many free and for-purchase antivirus and anti-spyware products available on the Web
.

Here are links to Wikipedia articles with information about antivirus software and spyware:

http://en.wikipedia.org/wiki/Antivirus_software
http://en.wikipedia.org/wiki/Spyware

We suggest that you only open files with which you are comfortable.

The file formats listed below are generally considered safe if antivirus software is in place.

.txt (text file)
.ppt or .pptx (Microsoft PowerPoint)
.doc or .docx (Microsoft Word)
.xls or .xlsx (Microsoft Excel)
.pdf (PDF) files

If you encounter a page with a warning message, such as "Warning-visiting this web site may harm your computer," or
if your antivirus software warns you about a page, you should not try to visit the page to assign a rating. You should
instead assign a rating of Unratable: Didn't Load. A description of this rating can be found in Section 4.6.1.

You may also come across pages that require RealPlayer or the Adobe Flash Player plug-in. These are safe to
download at:

http://www.real.com/
http://www.adobe.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash

Examples of pages that require Flash Player are: http://www.ferrariworld.com and http://www.atraircraft.com.



1.6 Releasing Tasks

Sometimes, it is appropriate to release rating tasks. You should feel free to release tasks when:

1. You feel that you personally can't rate the query, and you believe that other raters may do a better job
evaluating landing pages for the query.
2. They contain unknown or suspicious file formats. (Please see section 1.5 for file formats that are generally
considered safe if antivirus software is in place.)
3. You believe that the landing page will be offensive to you.
4. You feel uncomfortable opening the landing page because children are nearby.

Most raters have difficulty rating tasks now and then. Some queries are highly technical (e.g., queries about computer
science or physics) or involve very specialized areas of interest (e.g., gaming or torrents.). Please do release the task
if you are unable to form a reasonable understanding of the query or user intent for the task.

Please note: Based on the number and/or type of tasks that you release, you may be asked to provide details about
the reason for some of the releases.




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2.0 Understanding the Query

Before you can evaluate the task, you must understand the query. Please use an online dictionary or encyclopedia
that is available for your task location, or do web research to help you understand all of the words in the query. All web
research must be done using the Firefox browser.

Important: If you use a search engine to research the query, please do not rely only on the ranking of results that you
see displayed on the search results page. A query may have other meanings besides those represented in the top
results. Do not assign a high rating to a webpage just because it appears at the top of a list of search results.

Here are some examples of the kinds of reliable resources available on the Web that may be helpful:

Online encyclopedias:
http://en.wikipedia.org/wiki/Main_Page: the English language version of Wikipedia
http://www.wikipedia.org/: portal to other language/locale versions of Wikipedia

Translation tools:
http://babelfish.yahoo.com/
http://www.wordreference.com/
http://translate.google.com/


2.1 Understanding User Intent

In addition to understanding the meaning of the query, you must also consider user intent. What was the user trying to
accomplish when he typed the query? You will need to understand user intent to evaluate the landing page.

Consider the query [tetris], English (US). Most English speaking users in the United States who type this query know
that Tetris is a popular computer game. The most likely user intent is to play the game online.

Here are some other examples of queries and user intents:

Query
Likely User Intent
[Fedex], English (US)
Track a package or find a Federal Express location
Find, customize, and print a calendar for the current month or year

[calendar], English (US)
Find a calendar that displays holidays

Find an online calendar to use to organize one's time
[ebay], English (US)
Buy or sell merchandise on eBay, or navigate to the eBay homepage



2.2 Task Language and Task Location

All queries have a task language and task location. Keeping these in mind will help you to understand the query and
user intent. Users in different parts of the world may have different expectations for the same query.


Query
Query Meaning in the Task Location
Likely User Intent in the Task Location
American football played with a brown
Find recent game scores, game schedules, pictures, team
[football], English (US)
oval ball
information, etc. for American football in the US.
Find recent game scores, game schedules, pictures, team
The game Americans call soccer,
[football], English (UK)
information, etc. for soccer in the UK or perhaps around the
played with a round ball
world.
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2.3 Queries with Multiple Meanings

Many queries have more than one meaning. For example, the query [apple], English (US) might refer to the computer
brand or the fruit. We will call these possible meanings query interpretations.

Dominant Interpretation
: The dominant interpretation of a query is the interpretation that most users have in mind
when they issue the query. For example, most users typing [windows], English (US) want results on the Microsoft
operating system, rather than the glass windows on a wall. The dominant interpretation should be clear to you,
especially after doing a little web research.

Common Interpretations: In some cases, there is no dominant interpretation. The query [mercury], English (US)
might refer to the car brand, the planet, or the chemical element (Hg). While none of these is clearly dominant, all are
common interpretations. Many or some people might want results related to these interpretations.

Minor Interpretations: Sometimes you will find less common interpretations. These are interpretations that few users
have in mind. We will call these minor interpretations. Consider again the query [mercury], English (US). Possible
meanings exist that even most English (US) users probably do not know about, such as Mercury Marine Insurance and
the San Jose Mercury News. These are minor interpretations.

When you evaluate pages associated with a minor interpretation of the query, you will use lower ratings on the Rating
Scale. In Section 5.4, we will discuss in detail how to rate pages when the query has multiple interpretations.


2.4 Classification of User Intent: Action, Information, and Navigation - "Do-Know-Go"

Sometimes it is helpful to classify user intent for a query in one or more of these three categories:

Action intent - Users want to accomplish a goal or engage in an activity, such as download software, play a
game online, send flowers, find entertaining videos, etc. These are "do" queries: users want to do something.
Information intent - Users want to find information. These are "know" queries: users want to know
something.
Navigation intent - Users want to navigate to a website or webpage. These are "go" queries: users want to
go to a specific page.

An easy way to remember this is "Do-Know-Go". Classifying queries this way can help you figure out how to rate a
webpage. Please note that many queries fit into more than one type of user intent.


2.4.1 Action Queries - "Do"

The intent of an action query is to accomplish a goal or engage in an activity on the Web. The goal or activity may be
to download, to buy, to obtain, to be entertained by, or to interact with a resource that is available on the Web.

Users want to do something. Here are some examples of goals and activities:

* Purchase a product
* Download software for free or for money
* Pay a bill online
* Play a game online
* Print a calendar
* Send flowers
* Organize photos or order prints online
* Watch a video clip
* Copy an image or piece of clipart
* Take an online survey
* View entertaining webpages, such as pictures, gossip, videos, etc.

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Helpful pages for an action query are pages that allow users to do the activity or accomplish the goal.

Description of
Query
Likely User Intent
URL of a Helpful Page
The Landing Page
[geography quiz],
Take an online geography
http://www.lufthansa-
Page with an online geography
English (US)
quiz
vp.com/vp1/play.html
quiz that users can take
Find an image of a
[Beatles poster],
http://www.allposters.com/-sp/-
Page on which to view or
Beatles poster or perhaps
English (US)
Posters_i317216_.htm
purchase a Beatles poster
purchase a Beatles poster
[download adobe
http://www.adobe.com/products/acrobat
Official free download page on
Download software
reader], English (US)
/readstep2.html
the Adobe website
[fairy tale coloring
http://www.dltk-teach.com/rhymes/color-
Page with printable coloring
Print coloring pages
pages], English (US)
index.htm
pages
Page on which to take the
[online personality
Take an online personality
http://www.humanmetrics.com/cgi-
Humanmetrics Jung Typology
test], English (US)
test
win/JTypes1.htm
Test
[what is my bmi?],
Calculate the BMI (body
http://nhlbisupport.com/bmi/
Trustworthy pages with BMI
English (US)
mass index)
http://www.cdc.gov/nccdphp/dnpa/bmi/
calculators
[good cop baby cop],
View the "Good Cop,
http://www.funnyordie.com/videos/33f26
Page on which to view this
English (US)
Baby Cop" video
87080
video
[cute kitten pics],
View photos of cute
Page of cute kitten photos to
http://thecuteproject.com/tags/kitten/
English (US)
kittens
look at
http://www.amazon.com/Citizen-Kane-
Georgia-Backus/dp/B00003CX9E
[Citizen Kane DVD],
Pages on which to purchase
Purchase this DVD

English (US)
this DVD
http://www.cduniverse.com/productinfo.
asp?pid=1980921
http://www.ftd.com/
[flowers],
Pages on which to order flowers
Order flowers online
http://www.1800flowers.com/
English (US)
online
http://www.proflowers.com/
[play sudoku],
http://www.websudoku.com/
Play Sudoku online
Pages on which to play Sudoku
English (US)
http://sudoku.com.au/
[calculate running
Calculate running pace
http://www.coolrunning.com/engine/4/4_
Page with running pace
pace], English (US)
online
1/96.shtml
calculator
Play Bubble Spinner 2
[bubble spinner 2],
http://www.addictinggames.com/bubble
Pages on which to play and/or
online or download the
English (US)
spinner2.html
download this game
game
[Spanish English
Translate Spanish words
http://www.spanishdict.com/
Pages on which to translate
dictionary],
into English or English
http://www.wordreference.com/English_
words between Spanish and
English (US)
words into Spanish
Spanish_Dictionary.asp/
English



Proprietary and Confidential - Copyright 2012
10



Document Outline

  • Examples of unmaintained or under construction pages:
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  • ﾿
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  • Part 7: Quick Guide to URL Rating
  • Part 8: Quick Guide to Webspam Recognition

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