谷歌 Quality Scores for Publishers: The Carrot 和 the Stick?


谷歌’s 熊猫 update has web publishers concerned about how 谷歌 is ranking their pages based upon features found on those pages that 谷歌 might use to “measure” the 质量 of those pages. A 谷歌 Webmaster Central blog post published earlier this month from 谷歌 Fellow Amit Singhal, More guidance on building 高-quality sites, 告诉我们:

Our site 质量 algorithms are aimed at helping people find “high-quality” sites 通过 reducing the rankings of low-quality 内容. The recent “Panda” change tackles the difficult task of algorithmically assessing website 质量 .

The blog post includes a large number of questions that publishers might ask themselves about the 质量 of the 内容 和 the user experience on their websites, to give them some ideas on how they might improve both the 内容 和 the user experience. In some ways, this reranking of lower 质量 内容 has been a stick from the search engine, but what if 谷歌 used a carrot instead?

如果官方网投向搜索引擎的发布商付款,该怎么办’ advertisements more or less based upon a 质量 score of their pages? What if the money that you were paid as a 谷歌 Adsense participant not only relied upon the clicks on your pages but also the 质量 of the 内容 that you publish on those pages?

谷歌 does have a number of AdSense合作规范 for publishers who display 谷歌 Adsense ads on their pages. Those include 内容 guidelines listing examples of the kinds of 内容 that shouldn’t be shown or linked to 通过 AdSense advertisers, such as 内容 that is adult or violent, or that promotes racial intolerance. Adsense advertisements also shouldn’根据指南,不得在侵犯其他版权的页面上显示这些信息。

But what if 谷歌 looked at other aspects of a web page where Adsense advertisements might be shown, 和 came up with 质量 scores for those pages which would determine how much compensation those ads might pay to publishers? A 谷歌 patent application published last year provides some details on how such an approach might work.

由Brian Axe,Ronald Ho,Amit Paunikar,Christian Oestlien发明
Assigned to 谷歌


Among other disclosed subject matter, a computer-implemented method for compensation distribution includes analyzing first 内容 from a publisher about a 质量 criterion. The method includes associating the first 内容 with a 质量 score based on the analysis. The method includes providing second 内容 to the publisher to be published with the first 内容.

The method includes distributing compensation to the publisher relating to the second 内容, the compensation based at least in part on the 质量 score.

Interestingly, it seems like a number of the 质量 score considerations may involve the look 和 feel of a website in some ways. This passage from the patent filing is a little telling:




那么,什么类型的“quality criterion” might be used to classify pages based upon a 质量 score. The patent provides some examples of things it might look for:

  • 既定事实而不是有争议的观点
  • 权威
  • 可验证性
  • 娱乐价值
  • 语法准确性
  • 教育价值
  • 及时性
  • Aesthetic 质量
  • 独创性
  • 凝聚力
  • 声誉
  • 信息价值
  • 搜索排名
  • 人气度
  • 服务器响应能力,或
  • Other 质量 criteria

How might something like the design of a site fit into a 质量 score?

专利申请’s inventors tell us:


The classifier can use the template to determine whether a page at issue uses the common page design, which can be considered a 质量 aspect.


A classifier might also be trained to look for concepts that might appear within the text upon a page, 和 it might use that information as part of the 质量 score as well. For example, we’re told that “the classifier can determine whether there are few or many concepts on the page, which can be used as a 质量 criterion.”


例如,分类器模块可以在页面上添加一个点’s 质量 score for every detected “good”页面方面(例如,有效链接,可验证的事实)和/或为每个检测到的点减去一个点“bad”页面的外观(例如,链接断开,单词拼写错误)。可以使用其他类型的评分。

Quality scoring to determine compensation to a publisher might be used in areas other than web pages as well, 和 the patent describes how this approach might work with print advertisements in a magazine, or with television programs, radio programs, movies, or other forms of media. For instance, the 高er the 质量 of the television program playing when a commercial is shown, the more the broadcasters of the TV show would be paid.


该专利中描述的方法似乎旨在提高使用官方网投在网络上找到的页面的质量’s advertisements, 通过 providing an incentive to increase the 质量 of the 内容 found on those pages. The 熊猫 upgrade from 谷歌 may impact many pages that attempt to entice visitors based upon the topics that they focus upon to visit those pages 和 click upon advertisements found there.

如果您是参与官方网投的网站发布商’s Adsense program, 和 you were told that you could earn more money from your 谷歌 ads if your pages had 高er 质量 scores, would you work to improve the 质量 of the 内容 of your pages? I suspect that some site owners would, while others would just work to create more pages if it were easier 和 less costly to do so.

我们不’t know if 谷歌 will introduce this approach anytime in the future, but I thought that it was interesting based upon the 质量 criteria that are included in its description.

Many of the signals of 质量 that the patent filing includes within its description may be similar to 质量 signals that 谷歌’s 熊猫 update may be considering.



  1. I do think 谷歌 will use 质量 scores in the future to judge AdSense sites. I’我对他们的避风港感到惊讶’还没有做到这一点。但是,列表中的某些项目似乎冲突。例如,既定事实与娱乐价值。我不知道官方网投如何判断后者?在我们的小报新闻文化中,后者可以在某些站点上胜过前者。

    另外,某些事情可能还没有达到(例如页面加载速度,社交图指标以及其他地方类似信息的可用性)。页面加载速度可能会结束“服务器响应” 和 “reputation” might cover social graph metrics. But if someone builds an MFA site with information found on 10,000 other sites online 和 they still get a 高 质量 score based on other factors, then I think something is wrong with the scoring.

    One thing I would hope not to be a factor upon which 质量 is based is search ranking. I do not think AdSense publishers who are adept at SEO should be rewarded because they can optimize a web page properly. Their being able to optimize a web page properly should be the evidence (not the consequence) that they are capable of making money online.

    作为AdSense发布商,我’d welcome 质量 scores for publishers if the scores are based on sound criteria.

  2. 有趣“quality criterions”. I wonder how Gogle could judge about 美学品质 和 what it means 通过 cohesiveness?

    I have no trouble seeing a link between this patent 和 谷歌 AdWord’QS,所以我一定会看一看。


  3. I like the idea of adsense being based on the 质量 of the website 和 内容. I have the suspicion that the most effective adsense websites for clicks are the ones that have the least compelling 内容. I write about deep, critical thinking 和 each post takes me several hours to write. Meanwhile, the adsense ads I have are nearly useless because readers are more interested in my 内容.

  4. I’m interested in learning more about the 测量s for things like entertainment value or 美学品质, considering that these mean different things for every person who could view a website.

  5. 看来官方网投相当聪明。他们希望像人们一样评估网页的价值–因为人们是他们追求的目标的中心。如果人们点击官方网投广告并浪费时间,就会对官方网投造成伤害。人们用来评估网站的一件事是设计如何表明网站是否合法。可能不是“fair” – 好 内容 can be in a 坏 design, but people are not “fair” in their judgments.

  6. This is kind of bizarre. I find it somewhat troubling that 谷歌 has declared itself the arbiter of 质量 . Quality of 内容 is a wildly subjective concept!

  7. I agree its about the end user 和 what benefit they get from visiting the website. If your website does not provide any useful 内容 or service then it makes sense that its ranking would be less than a site that provides a useful beneficial activity.

  8. 很高兴看到官方网投打算通过seo来打击这些广告网站,但我确实不同意官方网投会因为某个网站而使该网站更多的可能性’t meet the “既定事实而不是有争议的观点”标准。一个网站可能是内容丰富但引起争议的,因为在谁说什么是什么之后,’为了引起争议,该网站也不同意主流观点,但那又有什么问题呢?

  9. 嗨艾伦,

    谢谢。我不’认为此专利的目的不仅在于监管adsense网站并在搜索结果中对它们进行不同排名,而是为adsense发布者提供了提高其页面质量的诱因,从而使他们可以获得更多的收入。另一方面,Panda可以判断页面,而不是仅仅运行Adsense广告的页面,并影响页面在搜索结果中的排名。一世’m guessing that it’使用官方网投可能’熊猫的采用,这可能不是官方网投失败的途径。


    我很惊讶地看到搜索排名也被列为一个因素,而我’m not sure that it’s a 好 idea either.

    Hopefully if 谷歌 decides to move forward with something like this, they will give us greater insights into what they mean 通过 many of the “quality” signals that they’ve pointed out.

  10. 嗨,杰里米,

    By “aesthetic 质量 ” I’m guessing that they mean the look 和 feel of a site, such as things like how cluttered it might be, how easy or hard it is to read 内容, the 质量 of images used, 和 more. 那里 do seem to be some similarities with the Adwords Quality scores, though those focus upon ads 和 landing pages, while these focus upon the pages where Adsense ads might be displayed. It seems to fill a gap that maybe needed to be addressed in some way.

  11. 嗨斯蒂芬,

    我希望它’s not true that the sites with the lowest 质量 内容 are the pages that would be most effective with adsense. I have seen a 好 number of sites where the 内容 is pretty 高 质量 , 和 the ads that are shown are useful because they provide products 和 services that are very 好 matches with that 内容.

    What types of advertisements do you think would be most effective with the 内容 that you create on your pages, 和 are those types of things being advertised through adsense?

  12. 嗨,健太郎,

    I would really like to learn more about how 谷歌 might 测量 things like entertainment value or 美学品质 as well.

    我怀疑这有点像“aesthetic 质量 ”搜索引擎可能会考虑一些事情,例如搜索广告的位置,空格的使用,字体的大小,拼写错误等等。娱乐价值听起来很难提出质量信号。如果站点是新闻类型站点,或者内容使用图像,也许内容新鲜?他们会看看他们认为拥有的网站吗“high”娱乐价值,并确定那些拥有的功能?

  13. 嗨,约翰,

    好点。如果人们到处都能看到官方网投广告“low 质量 ” sites that contain obviously scraped 内容, poor designs, numerous spelling 和 grammatical errors, they may get the impression that 谷歌 is helping to create a lower 质量 web. The context of Adsense advertisements on poor 质量 web pages can create an association with the ad as well as the advertising service distributing them. Will providing an incentive to publishers to produce 高er 质量 pages in return for greater payouts from the advertisements make a difference, though?

  14. 嗨弗雷德,


  15. 斯蒂芬,你好

    Given some of the criticism that 谷歌 had been receiving earlier this year about the lack of 质量 of many websites that were showing up 高ly ranked in search results, it probably isn’令人惊讶的是,谷歌已开始采取类似Panda升级的步骤,并探索诸如该专利中所述的想法。该专利是’关于页面如何排名的很多,但是’s definitely waving a carrot around to give publisher incentive to create 高er 质量 pages.

  16. 谷歌非常聪明。没有人可以否认这一点。高质量的内容和搜索中的目标受众是必须的。有趣的是,至少可以说官方网投如何产生通过我们自己的研究发现的搜索结果。例如,当您遇到像我这样从未有人键入过搜索花朵的人时,大多数时候总是会寻找花朵并键入花朵,等等,而得出的搜索结果却不同。完全不同的结果,谷歌已经缩小了它的表现。否则,这里的想法是适用的。

  17. 嗨,克雷格,


    I’d love to be involved in the discussion at 谷歌 on how “quality”可以由可验证的事实和有争议的观点来确定。

  18. 杰夫,你好

    It is interesting to see how 谷歌 is capable of delivering different pages to different searchers based upon past searching histories, customization, personalization, preferred languages, locations of searchers, 和 more. Regardless of what they are showing, they do seem to be focusing upon improving the 质量 of results.

  19. 比尔,我同意官方网投不会’t implement a 质量 score for the purpose of judging AdSense sites, but I also recognize it could be a consequence. For instance, PPC 质量 scores are intended to help advertisers improve their ads 和 landing pages. However, there are some ranking effects to the 质量 scores. I see this being somewhat similar.

  20. 哇!如果官方网投为网页提供质量得分,从而确定这些广告可以向发布商支付多少补偿,那将真正改变互联网营销人员将Adsense视为收入来源的方式。许多发布商都建立了精益网站,实际上是因为网站过于精简以至于广告是页面上信息量最大,最吸引人的事实,从而实质上通过Adsense广告吸引访问者。这确实可以改变MFA网站。



  21. 法案,
    熊猫 update has been a failure from 谷歌. We bought a $700k worth exact match domain. We were ranking#1 for 8 years my friend 法案, yes 8 years is long. Content was done 通过 journalist from UK(will keep the name private due to privacy). LATimes,WSJ 和 many others are just few examples of types of links our 内容 used to get.

    我们从未拥有过Adsense Ads,因为我们的业务模式与银行不同,因此我们的业务模式有所不同。


    排名第一–> —>在首屏,反向链接配置文件的顶部是3个页首横幅广告->铁杆个人资料链接和其他垃圾反向链接。

    排名第二—>完全匹配随机关键字.info—>2个有关该主题的排行榜,页脚包含50个重复的主题不同关键字。大约6个月大。反向链接配置文件之一,您可以在DP 5000配置文件链接等上以$ 50的价格购买。

    排名#3—> wikipedia

    Total BS results, this leads me to think that 谷歌 is actually pushing some MFA sites on top in 好 niches where there is 好 demand for the product 和 CPC is 高 just so 谷歌 can earn.

    有趣的是,我们实际上提供了排名第一的人钱来购买,我们要求他提供统计数据,他的平均每日CTR(Adsense)为12%,即$ 2000左右。

    I thought it is more about user engagement, 质量 内容, social proof 和 all that BS, but currently we are being dominated 通过 MFA.

  22. 很有意思!熊猫更新引起了轩然大波,但是,如果我们(以官方网投搜索者而不是网站管理员的身份)来看今天在SERP中获得的结果,而与五年前相比,搜索结果的相关性要好得多。有了任何更新,都会有‘winners’ 和 ‘losers’而且Panda更新似乎比大多数其他官方网投更新更具分裂性。
    放置在官方网投 SERP中的好坏可能会影响‘make or break’网站/企业,但归根结底,官方网投并没有’欠网站所有者任何东西。网站不应该’首先,不要让自己完全依赖官方网投;首先,任何网站/业务都不应允许自己100%依赖单个外部且不可控制的对象!

  23. Thanks for the share. Its all about that every web page must have 高 质量 内容. As a a website publisher participating in 谷歌’s Adsense program must also have 好 质量 内容.

  24. 嗨艾伦,

    If 谷歌 did set up some kind of incentive for Adsense publishers to improve the 质量 of the pages where they display advertisements, it could potentially also help those page to rank better in search results. I do believe that is intentional on the part of 谷歌 as well.

  25. 报价单




    But then again, some results are 好 和 some are 坏. To me 熊猫 was a failure more than anything.

    And anyone who buys the idea that 谷歌 hates sites with Adsense they need a REALITY check. It is a multi-billion dollar business which made 谷歌 what it is today. Take away Adwords/Adsense from 谷歌 和 we will see where they stand.


  26. 嗨,马克,

    Thanks. It really is in the best interest of 谷歌 to get people to stop thinking of Adsense as a way of making a quick buck 通过 producing thin 内容 pages showing advertisements. Not sure if the approach in this patent might be the best way to do it, but 熊猫 seems aimed at having people produce 高er 质量 pages 和 better user experiences on the Web as well.

  27. 嗨,欧内斯特,

    我的类比之一’ve been hearing more 和 more frequently from 谷歌 is that changing ranking algorithms is a little like changing the engine on a plane while it’仍在高出天空几千英尺的地方飞行。



  28. 嗨,加里,


    那里 are things that most websites can do to help keep them from being impacted too harshly 通过 any algorithm change, even one like 熊猫, but ultimately it really helps to make sure that there are plenty of different channels that people can follow to find your pages.

  29. 嗨史蒂夫,


  30. 嗨,泰莎,

    该专利没有’t demand that publishers showing adsense advertisements have 高 质量 内容 和 pages, but it does provide an incentive for them to do so. I do think that if 谷歌 decided to move forward with this, that there would be a 好 percentage of site owners who made changes to make their pages better.

  31. 嗨,欧内斯特,

    我了解您的无奈,而我’ve been looking at some sites that have been hit 通过 熊猫 that have great unique 和 original 内容, written 通过 people with advanced degrees 和 in many cases as experts in their fields. 那里 are some issues with the sites, 和 those are being addressed. But it is frustrating to see those pages get harmed in search results, 和 also see pages with much lower 质量 rank 高er.

    那里 definitely are some problems with 熊猫, 和 hopefully those are being addressed at the 谷歌plex, but it’很难不得出这样的感觉,即官方网投可能会将他们在做的事情偏向可能显示Adsense的网站,并且这种看法有可能严重伤害他们。

  32. >>> “With any update there are going to be ‘winners’ 和 ‘losers’而且Panda更新似乎比大多数其他官方网投更新更具分裂性。”

    如果亚马逊因为“Authority” or “Popularity” that’s,例如可能要关闭的1000个小型站点。因此,亚马逊宣布每股额外盈利0.2美元,并关闭了1000个小型网站,员工被解雇,人们希望马特·卡茨(Matt Cutts)和官方网投表现最差。在事情几乎相等的情况下,可以将它们发送到亚马逊(或Home Depot或Walmart),但不是自动发送,因为‘人们认识并信任他们’。谷歌正在对网络进行沃尔玛营销,他们已经挑选出了获奖者,并祝大家好运。


    谷歌 cannot run this new algo at full speed 和 test it for a year or two, while ruining 70%-80% of people’s traffic. It’考虑到他们的市场份额,他们非常不负责任和自大。

    我的网站被熊猫打中了。我删除了所有薄页*,并更新了其余薄页。我对内容感到非常满意,Panda还有很多值得一看的地方。现在,我在三个页面上尝试了三种不同类型的模板,这些模板具有比竞争对手更有目的性的信息。我从头版链接到它们,自2月份以来官方网投对其进行了10-15次索引’绝对不会改变等级。这公平吗?为什么他们不断向我们发消息‘content’ ? Just be honest


  33. It has to be so maddening for 质量 publishers like Ernest. I look more 和 more to Bing actually.

    Regarding 质量 内容 和 Adsense: Some write 文章s that are intentionally lacking, to get the click. So how is that judged?

    And how to explain bizarrely 不当 ads on your page?

  34. 嗨,迈克(官方网投’s TOP 40 Countdown),

    I’ve seen more than a couple of authors writing about 谷歌 describe a potential bias that such an important channel might have upon society, 和 the things that we learn, 和 the way that we learn about them.

    我相信官方网投不是’尝试使用相同的标准从一个站点到另一个站点使用质量标准,而没有意识到不同类型的站点有不同的用途。一世’m not sure that they’这类分类已取得了巨大的成功。熊猫已经破坏了许多网站,’绝对是一个警告,网站所有者应确保不要依赖任何来源来向他们传递流量。

    I’ve seen some problems on some sites that may have caused problems with the 熊猫 update that aren’显然,我怀疑其他算法的更改也可能对许多站点产生负面影响。

  35. 嗨,Stacy,


    As for some 文章s showing up that seem to be lacking in 质量 , intentionally to attract clicks on ads, I think that’s something that 谷歌 is trying to avoid.

    那里’之间的区别“inappropriate” 和 “irrelevant” ads 谷歌 showing an ad for items that can be purchased at a particular store, in the context of an 文章 about that store seeing 坏 or defective 好s is definitely 不当. 谷歌 showing ads that might be more relevant to things that you’ve recently searched for, rather than something related to the 内容 of the page that you’我经常看到的东西也是。

  36. 嗨安德烈,


  37. 谷歌 already uses a version of Quality Score for compensating AdSense publishers 和 has done for some time. This model already rewards publishers with relevant 内容 with 高er AdSense payouts, just as it rewards AdWords purchasers with relavant landing pages with lower ppc prices.

  38. 嗨莎拉,

    我花了一些时间在官方网投上’s help pages for Adsense when I was writing this post, checking to see if they had implemented something like what this patent describes, which would reward publishers who show adsense advertisements more money for showing what might essentially be the same ads, if they had a 高er 质量 score for their pages. I really couldn’找不到类似的东西。


  39. 谢谢比尔。我很乐意接受纠正。几个月前,我在研究智能定价,以及为什么从某些网页中删除AdSense会使AdSense的整体收入上升。我浏览了以下2个帖子:

    也许作家是隐喻的意思,也许他们知道我们不了解的东西’也许是错误的方式。我不’t actually know!

  40. 嗨莎拉,

    看来博客文章和论坛文章已发布给您’ve linked to have enough common phrases that they may have shared an author, or one inspired the other. 那里’s also a link at the end of the blog post to something to buy to take advantage of the Adsense 质量 score being described. That made me a little skeptical.

    Now the author may provide some helpful information that might make it more likely that ads that yielded 高er payouts would show up on your pages, 和 include ideas on how to approach topics so that it was more likely that people would click upon Adsense ads. That is possible.

    我确实认为页面的质量以及它与特定查询的相关性会影响您通过Adsense可以赚多少钱,但是我不知道’t think that 谷歌 has set up a program like the one described in the patent filing. One of the points behind such a program would be to make it public, in an effort to encourage publishers who display Adsense to build 高er 质量 pages. Keeping it secret wouldn’有助于推动这一点。

    从专利’s description, if there were an Adsense 质量 score in place, it appears that 谷歌 would inform Adsense publishers what the scores of their pages were, 和 if there was an improvement of those scores, they would tell them that as well.

  41. Everything you say makes 好 sense Bill. Thanks for the clarification. My own AdSense experience does make me agree with you that relevance 和 overall 质量 is rewarded, but I would probably lose my mind if I pondered too hard on the vagaries of AdSence. Thanks for your original post 和 drawing attention to the patent – fascinating stuff!