Does Google use the quality score to rank your website?

If you are acquainted with Google Ads, then you must have heard the term website quality score before. For those who are coming from different backgrounds, a quality score is a Google metric to determine the quality of a Google Ad. 

In this article, we are going to discuss what a quality score is. We will try to figure out if there is a quality score for your website too, and if it exists, is it a ranking factor or not. So, let us get started!

Website quality score

What is a quality score?

Google determines the quality score of the ad in 3 major ways:

  1. CTR (Click Through Rate)
  2. Relevancy of  placed Ad
  3. Quality of your  website

Based on these three things your placed Ad is evaluated and assigned a quality rating ranging from 1 to 10. And higher the score you get, the better your Ad performs among your competitors.

CTR:

When people start to click on your ad, it signals to Google that your Ad is performing well; and vice versa indeed, if people see and choose not to click on it. 

This is one of the reasons why you should only choose the right keyword so you can target your desired audience who wants to click on the Ad, not global keywords that make everyone come and see it, but not click it.

Ad relevancy:

If you are showing user-item A and selling item B, that won’t work out for Google. Ad must have solid relevancy to the user’s intent. The more relevant your ad is the higher the quality score you are going to get, in any other case Google will tell off your ad.

Website or Landing page:

Finally, Google checks the quality of your landing page or website. After people click on your ad they are supposed to land on your website, that is how they will purchase the item, or sign up. 

If your Ad does not relate to your website, or your website does not provide a good user experience then you will have a low-quality score, which will result in your ad not being ranked.

Is the quality score of your website a ranking factor?

What is quality score

If you look closely you will find your answer behind the quality score of Google Ads. Google evaluates your website in a very similar manner. Let us take an example of CTR, if more people bounce back from your website, then it indicates that your written article or your service was not as satisfactory as it may have been discussed.

The longer the user stays on your website, the higher the chances it will rank in SERP. The second thing is relevancy, if you want to reduce the bounce rate, then you might want to keep things as much as relevant as you can. 

Also, if you show users something else, and apply illegal redirects or cloaking which is a black hat technique; then Google will not rank your website. 

Last is the website user experience; just like Google checks the quality of a landing page, do not think it will not check your website quality in order to rank it. In website quality, there are many things such as;

  • Content  Quality
  • URL Structure
  • Keyword density
  • Image optimization
  • Headings
  • Website loading speed and more!

This is why it is vital to optimizing your website for both desktop and mobile users.

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What should we do?

SEO experts believe every website has a quality score based on that score your website either ranks higher or lower. Also if you notice features of quality score from Google Ad are very similar to the ones that Google recommends for your website optimization too. 

This also proves quality scores exist. Let us talk about the kind of content you should create. Make sure your content is based on the E.A.T principle which is;

  • Expertise
  • Authoritativeness
  • Trustworthiness

Only write about what your website is about, and it should come from your expertise. If you want to add someone else’s work, make sure you cite it properly. Do not write about anything you don’t know. By the end of the day, content wins the game, if your content is good, it will probably rank itself without needing any extra effort.

Lastly, I would like to enclose what Michael Wyszomierski said in 2011 about Google’s Panda Algorithm.

 “It’s important for webmasters to know that low-quality content on part of a site can impact a site’s ranking as a whole. For this reason, if you believe you’ve been impacted by this change you should evaluate all the content on your site and do your best to improve the overall quality of the pages on your domain.

Removing low quality pages or moving them to a different domain could help your rankings for the higher quality content.”

Michael Wyszomierski – 2011

This definitely suggests that Google could be using a quality score based on how you optimize your website, and how good your content is.