3 Ways to Improve Your SEM for Search Quality Raters – Our Guide

By StandOut

In today’s ongoing pandemic, with much of the world’s aggregate spending focused on digital marketing as their primary source of reaching their customers, company owners are trying to learn as much information as they can in a short span of time. Most businesses that attempt to do their own Search Engine Optimization (SEO) campaigns take a bit of insight about geo targeting, keyword density, and a few other principles of white hat SEO to catch a glimpse from Google’s automated web crawlers’ radar.

But a lesser known contributor of website rankings aren’t bots or search algorithms, they are actual people that Google employs, known as Search Quality Raters.

What does a search quality rater do?

Though it’s all well and good to let an AI algorithm handle a huge chunk of the web pages across the internet to seperate the best from the worst, Search Quality Raters are individuals that Google has contracted to further improve its automated Search Engine Results Pages (SERP) ranking service.

Though they don’t exactly become the deciding factor in a webpage’s actual ranking, their manual input and rating behaviors contribute to the ever-growing AI algorithms that Google has in place. In this article, we’ll share three ways that you can improve the appeal of your website’s digital marketing campaign to a quality ranker.

 1: Focus less on bot-efficiency

A common trick that some businesses do is to trick the system by employing SEO tactics that are sure to convince search bots and web crawlers to find your site. Google’s search engine has over 200 criteria on how a page fares on their SERP ranking. A page is rated through various categories, like keyword density and backlinking efficiency.

Unfortunately, the problem with overcommitting to overloading your page to be “bot efficient” is that it can feel fabricated instead of relevant. All flash and no substance is a significant turn off to quality rankers who can sense that a page was made just for the sake of SEO. Create content that is both discoverable by web crawler bots and primarily useful and engaging to your customers.

2: Prioritize compelling CTAs

A key factor in scoring high with a search quality ranker is the ability to look credible and reliable as a brand. Showing your expertise with your industry and not just your product can make it feel that you’re a leading competitor compared to other brands.

After earning your customer’s trust, it’s important to always leave a well-crafted Call-to-Action (CTA) by the end of your copy. Remember that a high SERP rating and dense website traffic means nothing if it can’t contribute to your sales.

3: Improve customer appeal

A customer’s capability of trusting your service is a crucial component of how search quality raters deal with assessing a website. This is where your customer’s opinion of you will matter the most.

The trustworthiness of a brand’s reputation can be seen through testimonials on product review websites such as Amazon, Yelp, Zomato, and the like. The more positive responses there are to uphold your brand’s credibility, the more likely it is that a Search Quality Ranker will see your service as genuine and worth a better SERP rank.


Over 10,000 individuals oversee and rate whether or not a page should be rated highly based on a comprehensive 168-page guidebook. Though AI is continually progressing, it still needs the help of human minds to help it grow into a more thorough analyzing system in gauging a page’s worth.

The critical lesson to learn about search quality rankers is that you should design your content around people and not rulebooks. Always remember that you use search engine marketing (SEM) to attract not just bots, but also a dedicated customer base.

It can be a struggle to stand out in marketing against thousands of competitors who are in the same industry as you are. If you require professional help in designing the perfect SEM campaign, contact our team today to get expert advice on how to make the best use of SEM in gaining a broader reach.