As discussed in Section 2.5.3, we expect most websites to have some information about who (e.g., what individual, company, business, foundation, etc.) is responsible for the website and who created the MC, as well as some contact information, unless there is a good reason for anonymity. As you will see in the examples below, many types of Lowest pages such as malicious downloads and scams typically have no information or fake information about who is responsible to prevent recourse by people who are harmed. For websites with YMYL topics, such as online banks, we expect to find a lot of information about the site, including extensive customer service information. Any site that handles personal, private or sensitive data must have adequate contact information. This includes sites that ask users to create passwords, share personal information, or conduct financial transactions. YMYL pages or websites that handle sensitive data with absolutely no information about the website or creator of the MC should be rated Lowest . Think about the purpose of the page and the purpose of the website. What type of content creator or website information would people expect or demand in order to feel comfortable using the webpage? If the website or page lacks critical information about who is responsible for the content to the extent that it feels untrustworthy, it should be rated Lowest .
7.4.2 Lowest E-A-T and Lowest Reputation of the Website or Creator of the MC Reputation and E-A-T are some of the most important considerations in Page Quality rating.
If the E-A-T of a page is low enough, people cannot or should not use the MC of the page. This is especially true of YMYL topics. If a page on YMYL topics is highly inexpert or highly unauthoritative for its purpose, it should be considered Untrustworthy and rated Lowest . Recall that a page lacking adequate expertise or authoritativeness should be rated Low . Lowest is appropriate for pages that are so lacking in expertise or authoritativeness that they are untrustworthy. Use the Lowest rating if the website and the creators of the MC have an extremely negative reputation, to the extent that many people would consider the webpage or website untrustworthy. Here are some examples originally shown in Section 2.6.4. All pages on these websites should be rated Lowest because of the credible extremely negative or malicious reputation of these websites, making them untrustworthy. Note : These website examples may be considered Harmful in some form as well. Sometimes reputation research exposes information that may not meet the criteria for considering a website harmful but does cause the website to be untrustworthy.
Website
Description
Evidence of fraudulent behavior : There are many reviews on websites describing how users sent money and did not receive anything in return. There is also a news article about this business engaging in financial fraud. Evidence of criminal behavior : This website engaged in criminal behavior such as physically threatening users. Evidence of fraudulent behavior : There are many detailed negative articles on news sites and charity watchdog sites describing fraud and financial mishandling about this organization.
Site selling children’s jungle gym
Site selling products related to eyewear Organization serving the hospitalized veteran community
7.4.3 Deceptive Page Purpose and Deceptive MC Design Pages or websites are Untrustworthy if they have a deceptive purpose. These pages or websites superficially appear to have one purpose, but in fact exist for a different reason. All pages with a deceptive purpose and/or deceptive MC should be rated Lowest because pages that engage in deception are Untrustworthy.
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