6.0 Low Quality Pages Low quality pages do not achieve their purpose well because they are lacking in an important dimension or have a problematic aspect. Low quality pages can be present on all types of websites and may be created to serve any purpose. If a page has one or more of the following characteristics, the Low rating applies: ● An inadequate level of Expertise, Authoritativeness, and Trustworthiness (E-A-T) for the purpose of the page . ● The quality of the MC is low for the purpose of the page. ● There is an unsatisfying amount of helpful MC for the purpose of the page. ● The title of the MC is exaggerated or shocking. ● The Ads or SC significantly distracts from or interferes with the MC as described in Section 6.4 of these guidelines. ● There is an unsatisfying amount of website information or information about the creator of the MC for the purpose of the page (no good reason for anonymity). ● A mildly negative reputation for a website or creator of the MC, based on extensive reputation research. The required level of E-A-T, the quality of the MC, the amount of helpful MC, and the amount of information about the website and creator(s) of the MC depend on the topic and purpose of the page. For many topics, personal experience, everyday expertise, and some time or effort to assemble the MC may be all that the page needs to be satisfying. For some topics or webpages, no information is needed about the content creators aside from what is in the main content itself, e.g., forum discussions that pose no risk to users. However, for pages on YMYL topics, there is a higher standard for MC, E-A-T, and information about the website or content creator. Some Low quality characteristics do not depend on the purpose or topic of the page. Shocking or exaggerated titles, or a mildly negative reputation for the website or the content creator is reason to assign a Low rating for any page. Important : Low quality pages can occur on any type of website, including academic websites, nonprofit websites, government websites, or any other generally helpful type of website. Low quality pages may be about any topic. Pages on YMYL topics need more scrutiny for signs of Low quality related to the MC and website/content creator because the page could impact a person’s health, financial stability, or safety, or the welfare or well-being of society. However, for any type of page, a single Low quality attribute is enough to use the Low quality rating. 6.1 Lacking Expertise, Authoritativeness, or Trustworthiness (E-A-T) Low quality pages often lack an appropriate level of E-A-T for the purpose of the page. Here are some examples: ● The creator of the MC does not have adequate expertise in the topic of the MC, e.g. a tax form instruction video made by someone with no clear expertise in tax preparation. ● The website is not an authoritative source for the topic of the page, e.g. tax information on a cooking website. ● The MC is not trustworthy, e.g. a shopping checkout page that has an insecure connection. ● Informational MC on YMYL topics is mildly inaccurate or misleading. The level of E-A-T needed depends on the purpose and topic of the page. For some types of pages, formal expertise may not be needed. For pages on YMYL topics, it is critical. Consider the purpose and the topic of the page. What is the risk of harm? Is there a need for high E-A-T to prevent harm? If so, even mild inaccuracies may cause informational pages on YMYL topics to be untrustworthy. Important: The Low rating should be used if the page lacks appropriate E-A-T for its purpose. No other considerations such as positive reputation or the type of website can overcome a lack of E-A-T for the topic or purpose of the page.
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