The 32-question rubric
Source: Google — Creating helpful, reliable, people-first content. Sections 1–3 are positive (Yes = PASS). Section 4 is reverse-scored (warning signs; absence = PASS).
Content and Quality
- Does the content provide original information, reporting, research, or analysis?
- Does the content provide a substantial, complete, or comprehensive description of the topic?
- Does the content provide insightful analysis or interesting information beyond the obvious?
- If drawing on other sources, does it avoid copying/rewriting and add substantial additional value?
- Does the main heading or page title provide a descriptive, helpful summary of the content?
- Does the main heading or page title avoid exaggerating or being shocking in nature?
- Is this the sort of page you'd want to bookmark, share with a friend, or recommend?
- Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book?
- Does the content provide substantial value when compared to other pages in search results?
- Is the content free of spelling or stylistic issues?
- Is the content produced well, rather than appearing sloppy or hastily produced?
- Is the content free of mass-production/outsourcing across a network so pages get individual care?
Expertise
- Does the content present information in a way that makes you want to trust it — clear sourcing, evidence of expertise, author/site background?
- If someone researched the site, would they come away seeing it as well-trusted or widely recognized as an authority on its topic?
- Is the content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?
- Is the content free of easily-verified factual errors?
People-First Content
- Do you have an existing or intended audience that would find the content useful if they came directly to you?
- Does the content clearly demonstrate first-hand expertise and depth of knowledge (e.g., actually used the product or visited the place)?
- Does the site have a primary purpose or focus?
- After reading, will someone leave feeling they've learned enough about the topic to help achieve their goal?
- Will someone reading the content leave feeling they've had a satisfying experience?
Avoid Search-Engine-First Content (reverse-scored)
- Is the content NOT primarily made to attract visits from search engines?
- Is the site NOT producing lots of content on many different topics hoping some performs in search?
- Is the site NOT using extensive automation to produce content on many topics?
- Does the content add substantial value rather than mainly summarizing what others say?
- Is the content NOT written simply because the topic seems trending (rather than for the existing audience)?
- Does the content NOT leave readers feeling they need to search again for better information?
- Is the content NOT written to a particular word count because of a belief about a 'preferred' length?
- Did the site NOT enter this niche topic area without real expertise, mainly for search traffic?
- Does the content NOT promise to answer a question that actually has no answer (e.g., unconfirmed release dates)?
- Are page dates NOT being changed to seem fresh when content has not substantially changed?
- Is the site NOT adding/removing lots of content primarily to appear 'fresh' for rankings?
Scoring modes
| Mode | Content | Expertise | People-first | Search-first |
|---|---|---|---|---|
| A — Equal weight | equal | equal | equal | equal |
| B — Section-weighted (default) | 40% | 30% | 20% | 10% |
| C — YMYL-adaptive | 30% | 40% | 20% | 10% |
Letter grades: A 90–100 · B 80–89 · C 70–79 · D 60–69 · F below 60.