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Google検索品質評価ガイドライン

Google検索品質評価ガイドライン

最新原文: 2025年09月11日 ｜公開日: 2024年11月12日｜最終更新日: 2026年10月02日

このページは、Googleが定める検索品質評価ガイドライン「General Guidelines」の全文の翻訳です。以前はGoogle内で極秘扱いでしたが、外部流出した事件があり、以降Googleで外部に公開するようになりました。

このページに書かれている検索品質評価ガイドラインは、方針であったり、コンテンツの取り扱いの原則について書かれたものであり、何か細かい小手先のテクニックについて解説している訳ではありません。このため直接的な効果は期待できません。しかし、この検索品質評価ガイドラインに則ってSEO対策を行い、サイトに落とし込むことによって検索結果をより上位にする事が可能です。

検索品質評価ガイドライン「General Guidelines」は不定期に更新されており、本サイトでは2025年9月11日版の目次に対応しております。

2025年の主な更新内容

  • 2025年9月11日版：YMYL（あなたのお金か人生）の定義を更新し、選挙や公的機関など社会全体に影響する話題を「YMYL 政府・市民生活・社会（Government, Civics & Society）」として明記。わかりやすさのための事例の追加、誤字などの軽微な修正。
  • 2025年1月版：最低品質・低品質の項目を、Google検索のスパムに関するポリシーに合わせて改訂。「期限切れドメインの不正使用」「サイトの評判の不正使用」「大量生成されたコンテンツの不正使用」の項目を新設。生成AIの定義や、労力・独自性・付加価値がほとんどないメインコンテンツ、水増し（フィラー）コンテンツ、ウェブサイトや作成者に関する誇張された情報についての項目を追加。

※2025年版で新設・改題された項目（4.5.3、4.6.1、4.6.3〜4.6.6、5.2.1、5.2.2、5.6）は、当社による要約・解説ページを公開しています（原文の全文翻訳ではありません）。
当サイトでは「General Guidelines」を翻訳と対比できる形で独自に全文を日本語翻訳を行っております。

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全般的なガイドライン

Part 1: ページ品質評価(Page Quality Rating)のガイドライン

Part 2: 検索ユーザーのニーズを把握する

Part 3: Needs Met 評価のガイドライン

付録1：評価プラットフォームを利用する

付録2：ガイドラインの変更ログ

原文

General Guidelines

  • General Guidelines Overview
  • 0.0 The Search Experience
    0.1 The Purpose of Search Quality Rating
    0.2 Raters Must Represent People in their Rating Locale
    0.3 Browser Requirements
    0.4 Ad Blocking Extensions
    0.5 Internet Safety Information
    0.6 The Role of Examples in these Guidelines

Part 1: Page Quality Rating Guideline

  • 1.0 Introduction to Page Quality Rating
  • 2.0 Understanding Webpages and Websites
    • 2.1 Important Definitions
    • 2.2 Understanding the Purpose of a Webpage
    • 2.3 Your Money or Your Life (YMYL) Topics
    • 2.4 Understanding Webpage Content
      • 2.4.1 Identifying the Main Content (MC)
      • 2.4.2 Identifying the Supplementary Content (SC)
      • 2.4.3 Identifying Advertisements/Monetization (Ads)
      • 2.4.4 Summary of the Parts of the Page
    • 2.5 Understanding the Website
      • 2.5.1 Finding the Homepage
      • 2.5.2 Finding Who is Responsible for the Website and Who Created the Content on the Page
      • 2.5.3 Finding About Us, Contact Information, and Customer Service Information
  • 3.0 Overall Page Quality Rating
    • 3.1 Page Quality Rating Considerations
    • 3.2 Quality of the Main Content
    • 3.3 Reputation of the Website and Content Creators
      • 3.3.1 Reputation of the Website
      • 3.3.2 Customer Reviews as Reputation Information
      • 3.3.3 How to Search for Reputation Information about a Website
      • 3.3.4 Reputation of the Content Creators
      • 3.3.5 What to Do When You Find No Reputation Information
    • 3.4 Experience, Expertise, Authoritativeness, and Trust (E-E-A-T)
      • 3.4.1 YMYL Topics: Experience or Expertise?
  • 4.0 Lowest Quality Pages
    • 4.1 Types of Lowest Quality Pages
    • 4.2 Harmful to Self or Other Individuals
    • 4.3 Harmful to Specified Groups
    • 4.4 Harmfully Misleading Information
    • 4.5 Untrustworthy Webpages or Websites
      • 4.5.1 Inadequate Information about the Website or Content Creator for the Purpose of the Page
      • 4.5.2 Lowest E-E-A-T and Lowest Reputation of the Website or Content Creator
      • 4.5.3 Deceptive Page Purpose, Deceptive Information about the Website, Deceptive Design
      • 4.5.4 Deliberately Obstructed or Obscured MC
      • 4.5.5 Suspected Malicious Behavior
    • 4.6 Spammy Webpages
      • 4.6.1 Cannot Determine a Purpose, No MC, Little MC, Lowest Quality MC or No Added Value MC
      • 4.6.2 Hacked, Defaced, or Spammed Pages
      • 4.6.3 Expired Domain Abuse
      • 4.6.4 Site Reputation Abuse
      • 4.6.5 Scaled Content Abuse
      • 4.6.6 MC Created with Little to No Effort, Little to No Originality, and Little to No Added Value for Website Visitors
      • 4.6.7 How to Determine if Content is Copied
    • 4.7 Examples of Lowest Quality Pages
  • 5.0 Low Quality Pages
    • 5.1 Lacking E-E-A-T
    • 5.2 Low Quality Main Content
      • 5.2.1 MC is Created with Low Effort, Low Originality and Low Added Value for Website Visitors
      • 5.2.2 Filler as a Poor User Experience
    • 5.3 Distracting Ads/SC
    • 5.4 Mildly Negative Reputation of the Website or Content Creator
    • 5.5 Unsatisfying Amount of Information about the Website or Content Creator
    • 5.6 Exaggerated or Mildly Misleading Information about the Website or Content Creator
    • 5.7 Examples of Low Quality Pages
  • 6.0 Medium Quality Pages
    • 6.1 Types of Medium Quality Pages
    • 6.2 Examples of Medium Quality Pages
  • 7.0 High Quality Pages
    • 7.1 High Quality Main Content
    • 7.2 Positive Reputation
    • 7.3 High Level of E-E-A-T
    • 7.4 Examples of High Quality Pages
  • 8.0 Highest Quality Pages
    • 8.1 Very High Quality MC
    • 8.2 Very Positive Reputation
    • 8.3 Very High Level of E-E-A-T
    • 8.4 Examples of Highest Quality Pages
  • 9.0 Page Quality Criteria for Specific Types of Pages
    • 9.1 Ratings for Encyclopedia Pages
    • 9.2 Ratings for Pages with Error Messages or No MC
    • 9.3 Ratings for Forums and Q&A Pages
  • 10.0 Page Quality Rating Tasks
    • 10.1 Instructions for Rating Page Quality Tasks
  • 11.0 Page Quality Rating FAQs

Part 2: Understanding Search User Needs

  • 12.0 Understanding Search Users, Queries, and Results
    • 12.1 Important Rating Definitions and Ideas
    • 12.2 Understanding the Query
    • 12.3 Locale and User Location
    • 12.4 Queries with an Explicit Location
    • 12.5 Queries with Multiple Meanings
    • 12.6 Query Meanings Can Change Over Time
    • 12.7 Understanding User Intent
      • 12.7.1 Know and Know Simple Queries
      • 12.7.2 Do Queries
      • 12.7.3 Website Queries
      • 12.7.4 Visit-in-Person Queries and User Location
      • 12.7.5 Queries with Multiple User Intents
    • 12.8 Understanding Result Blocks
      • 12.8.1 Web Search Result Block Examples
      • 12.8.2 Special Content Result Block Examples

Part 3: Needs Met Rating Guideline

  • 13.0 Rating Using the Needs Met Scale
    • 13.1 Rating Result Blocks: Block Content and Landing Pages
      • 13.1.1 Landing Page Needs Met Ratings and Block Content Needs Met Ratings
    • 13.2 Fully Meets (FullyM)
      • 13.2.1 Examples of Fully Meets (FullyM) Result Blocks
      • 13.2.2 Examples of Queries that Cannot Have Fully Meets Results
    • 13.3 Highly Meets (HM)
      • 13.3.1 Examples of Highly Meets (HM) Result Blocks
    • 13.4 Moderately Meets (MM)
      • 13.4.1 Examples of Moderately Meets (MM) Result Blocks
    • 13.5 Slightly Meets (SM)
      • 13.5.1 Examples of Slightly Meets (SM) Result Blocks
    • 13.6 Fails to Meet (FailsM)
      • 13.6.1 Examples of Fails to Meet (FailsM) Result Blocks
  • 14.0 The Relationship between Page Quality and Needs Met
  • 15.0 Rating Porn, Foreign Language, and Did Not Load Results
    • 15.1 Porn Flag
    • 15.2 Needs Met Rating for Porn Results
      • 15.2.1 Needs Met Rating for Clear Non-Porn Intent Queries
      • 15.2.2 Needs Met Rating for Possible Porn Intent Queries
      • 15.2.3 Needs Met Rating for Clear Porn Intent Queries
    • 15.3 Reporting Illegal Images
    • 15.4 Foreign Language Flag
      • 15.4.1 Using the Foreign Language Flag
      • 15.4.2 Needs Met Rating for Foreign Language Results
    • 15.5 Did Not Load Flag
      • 15.5.1 Using the Did Not Load Flag
      • 15.5.2 Needs Met Rating and the Did Not Load Flag
    • 15.6 Additional Flags in Some Rating Tasks
  • 16.0 Many Types of Helpful Results
    • 16.1 Rating Queries with Both Website and Visit-in-Person Intent
  • 17.0 Specificity of Queries and Landing Pages
  • 18.0 Needs Met Rating and Freshness
  • 19.0 Misspelled and Mistyped Queries and Results
    • 19.1 Misspelled and Mistyped Queries
    • 19.2 Name Queries
  • 20.0 Non-Fully Meets Results for URL Queries
  • 21.0 Product Queries: Importance of Browsing and Researching
  • 22.0 Rating Visit-in-Person Intent Queries
    • 22.1 Examples Where User Location Does (and Does Not) Matter
  • 23.0 Rating English Language Results in Non-English Locales
    • 23.1 Examples of English (and Non-English) Results in Non-English Locales
  • 24.0 Rating Dictionary and Encyclopedia Results for Different Queries

Appendix 1: Using the Evaluation Platform

  • 25.0 Overview
  • 26.0 Acquiring Tasks
  • 27.0 Rating Tasks Using the Rating Interface
  • 28.0 Releasing Tasks
  • 29.0 Understanding the User Location on the Task Page
  • 30.0 Reporting Duplicate Results in Tasks
    • 30.1 Pre-Identified Duplicates
    • 30.2 Rater-Identified Duplicates
    • 30.3 Reporting Duplicate Results
  • 31.0 Simplified Needs Met Tasks

Appendix 2: Guideline Change Log

Copyright 2025

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