# 创建以人为先的有帮助内容

> 来源：Google Search Central (https://developers.google.com/search/docs/fundamentals-creating-helpful-content.txt)

---

* Ranking and search appearance
  ** Visual Elements gallery  **
  ** Title links  **
  ** Snippets  **
  ** Images  **
  ** Videos  **
  ** Structured data  **
  ** Favicons  **

  * Site-specific guides
  ** Ecommerce  **
  ** International and multilingual sites  **

  * Data analysis
  ** Get started with Search Console  **
  ** Debug traffic drops  **
  ** Using Search Console and Google Analytics data for SEO  **
  ** Get started with Google Trends  **

[ Support ](https://developers.google.com/search/help) [ Blog ](https://developers.google.com/search/blog) [ What's new ](https://developers.google.com/search/news)

  ** All updates  **
  ** Documentation updates  **
  ** Ranking updates  **
  ** New YouTube videos  **
  ** Recent podcast episodes  **

[ Events ](https://developers.google.com/search/events) [ Case studies ](https://developers.google.com/search/case-studies)

`/`

  * English
  * Deutsch
  * Español
  * Español – América Latina
  * Français
  * Indonesia
  * Italiano
  * Polski
  * Português – Brasil
  * Tiếng Việt
  * Türkçe
  * Русский
  * العربيّة
  * हिंदी
  * ภาษาไทย
  * 中文 – 简体
  * 中文 – 繁體
  * 日本語
  * 한국어

Sign in

  ** Documentation **

[Search Console](https://goo.gle/searchconsole)

[ ](https://developers.google.com/search)

  ** Google Search Central **

  ** Documentation  **
    * More 
  ** Support  **
  ** Blog  **
  ** What's new  **
    * More 
  ** Events  **
  ** Case studies  **

  **Introduction**
  * Search Essentials

    **Overview**
    **Technical requirements**
    **Spam policies**

  * SEO fundamentals

    **SEO Starter Guide**
    **How Google Search works**
    **Creating helpful, reliable, people-first content**
    **Do you need an SEO?**
    **Maintaining your site's SEO**
    **Developer's guide to Search**
    **Get your website on Google**
    **Guidance on using generative AI**

  * Crawling and indexing

    **Overview**
    **File types Google can index**
    **URL structure**
    **Links**
    * Sitemaps

      **Learn about sitemaps**
      **Build and submit a sitemap**
      **Manage sitemaps with sitemap index file**
      * Sitemap extensions

        **Image sitemaps**
        **News sitemaps**
        **Video sitemaps and alternatives**
        **Combining sitemap extensions**

    * Crawler management

      **Ask Google to recrawl your URLs**
      **Troubleshoot crawl errors**
      * Google crawlers

        **List of Google crawlers**
        **Googlebot**
        **Reduce the Google crawl rate**
        **Verifying Googlebot and other Google crawlers**

    * robots.txt

      **Introduction to robots.txt**
      **How Google interprets the robots.txt specification**

    * Canonicalization

      **What is URL canonicalization**
      **How to specify a canonical URL with rel="canonical" and other methods**
      **Fix canonicalization issues**

    **Mobile site and mobile-first indexing**
    * AMP

      **AMP on Google Search guidelines**
      **Understand how AMP works in search results**
      **Enhance AMP content**
      **Validate AMP content**
      **Remove AMP content**

    * JavaScript

      **Understand the JavaScript SEO basics**
      **Fix search-related JavaScript problems**
      **Fix lazy-loaded content**
      **Dynamic rendering as a workaround**

    * Page and content metadata

      **Page metadata**
      * Meta tags

        **Meta tags and HTML attributes that Google supports**
        **Robots meta tag, data-nosnippet, and X-Robots-Tag**
        **noindex**

      **rel attributes**

    * Removals

      **Control what you share with Google**
      **Page removals**
      **Image removals**
      **Redacted information**

    * Site moves and changes

      **Redirects and Google Search**
      * Site moves

        **Changing your hosting**
        **Move a site with URL changes**

      **A/B testing**
      **Temporarily pause or disable a website**

  * Ranking and search appearance

    **Overview**
    **AI features**
    **Byline dates**
    **Favicons**
    **Featured snippets**
    **Flexible Sampling**
    **Google Discover**
    **Images**
    * Local features

      **Business details**
      **Top Places List**
      **Opting out of local search results**

    * Page experience

      **Understanding page experience**
      **Core Web Vitals**
      **Interstitials and dialogs**
      **Get started with signed exchanges on Google Search**

    **Preferred sources**
    * Ranking systems

      **A guide to Google Search ranking systems**
      **Reviews system**

    * Ranking updates

      **List of ranking updates**
      **Core updates**
      **Spam updates**

    **Site names**
    **Sitelinks**
    **Snippets**
    * Structured data

      **Understand how structured data works**
      **Structured data general guidelines**
      **Enriched search results**
      **Generate structured data with JavaScript**
      * Feature guides

        **All structured data features**
        **Article**
        **Book actions**
        **Breadcrumb**
        **Carousel**
        **Course list**
        **Dataset**
        **Discussion forum**
        **Education Q&A**
        **Employer aggregate rating**
        **Fact check**
        **Event**
        **FAQ**
        **Image metadata**
        **Job posting**
        **Local business**
        **Math solver**
        **Movie carousel**
        **Organization**
        * Shopping

          **Overview**
          **Product snippet**
          **Merchant listing**
          **Variants**
          **Loyalty program**
          **Merchant return policy**
          **Merchant shipping policy**

        **Profile page**
        **Q&A**
        **Recipe**
        **Review snippet**
        **Software app**
        **Speakable**
        **Subscription and paywalled content**
        **Vacation rental**
        **Video**

    **Title links**
    * Translated features

      **Translated results**
      **Ad networks and translation-related Google Search features**

    **Videos**
    **Visual Elements gallery**
    * Web Stories

      **Enable Web Stories on Google**
      **Best practices for creating Web Stories**
      **Web Story content policy**

    * Early Adopters Program

      **Package tracking**
      **Structured data carousels (beta)**

  * Monitoring and debugging

    **Debug drops in Search traffic**
    * Monitor with Search Console

      **Get started with Search Console**
      **Improve SEO with a bubble chart**
      **Using Search Console and Google Analytics data for SEO**

    * Debug with search operators

      **Overview**
      **site: search operator**
      **Google Images search operators**

    * Preventing and monitoring abuse

      **Overview**
      **Prevent user-generated spam**
      **Malware and unwanted software**
      **Prevent a malware infection**
      **Social engineering (phishing and deceptive sites)**
      **Google Safe Browsing Repeat Offenders Policy**

    **Get started with Google Trends**

  * Site-specific guides

    * Ecommerce

      **Overview**
      **Where content can appear**
      **Share product data**
      **Include structured data**
      **Launch a new website**
      **Write high quality reviews**
      **Design a URL structure**
      **Ecommerce site structure**
      **Pagination, incremental page loading, and Search**

    * International and multilingual

      **Overview**
      **Managing multi-regional and multilingual sites**
      **Tell Google about localized versions of your page**
      **How Google crawls locale-adaptive pages**

    * Explicit content

      **Guidelines for sites with explicit content**
      **What to do if your site is incorrectly flagged as explicit**

  * SEO fundamentals 
  ** Introduction  **
  ** Search Essentials  **
  ** SEO Starter Guide  **
  ** How Google Search Works  **
  ** Do you need an SEO?  **
  * Crawling and indexing 
  ** Sitemaps  **
  ** robots.txt  **
  ** Meta tags  **
  ** Crawler management  **
  ** Removals  **
  ** Canonicalization  **
  ** Redirects  **
  ** JavaScript SEO  **
  * Ranking and search appearance 
  ** Visual Elements gallery  **
  ** Title links  **
  ** Snippets  **
  ** Images  **
  ** Videos  **
  ** Structured data  **
  ** Favicons  **
  * Site-specific guides 
  ** Ecommerce  **
  ** International and multilingual sites  **
  * Data analysis 
  ** Get started with Search Console  **
  ** Debug traffic drops  **
  ** Using Search Console and Google Analytics data for SEO  **
  ** Get started with Google Trends  **

  ** All updates  **
  ** Documentation updates  **
  ** Ranking updates  **
  ** New YouTube videos  **
  ** Recent podcast episodes  **

  ** Home **
  ** Search Central **
  ** Documentation **

Send feedback 

# Creating helpful, reliable, people-first content

Google's [automated ranking systems](https://www.google.com/search/howsearchworks/how-search-works/ranking-results/) are designed to prioritize helpful, reliable information that's created to benefit people, and not content that's created to manipulate search engine rankings. This page is designed to help creators evaluate if they're producing such content. 

##  Self-assess your content 

Evaluating your own content against these questions can help you gauge if the content you're making is helpful and reliable. Beyond asking yourself these questions, consider having others you trust but who are unaffiliated with your site provide an honest assessment. 

Also consider an audit of the drops you may have experienced. What pages were most impacted and for what types of searches? Look closely at these to understand how they're assessed against some of the questions outlined here. 

### Content and quality questions

  * 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 that is beyond the obvious?
  * If the content draws on other sources, does it avoid simply copying or rewriting those sources, and instead provide substantial additional value and originality?
  * 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?
  * Does the content have any spelling or stylistic issues?
  * Is the content produced well, or does it appear sloppy or hastily produced?
  * Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care?

### Expertise questions

  * Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site's About page?
  * If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  * Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?
  * Does the content have any easily-verified factual errors?

##  Provide a great page experience 

Google's core ranking systems look to reward content that provides a good page experience. Site owners seeking to be successful with our systems should not focus on only one or two aspects of page experience. Instead, check if you're providing an overall great page experience across many aspects. For more advice, see our page, [Understanding page experience in Google Search results](/search/docs/appearance/page-experience). 

## Focus on people-first content

People-first content means content that's created primarily for people, and not to manipulate search engine rankings. How can you evaluate if you're creating people-first content? Answering yes to the questions below means you're probably on the right track with a people-first approach: 

  * Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  * Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
  * Does your site have a primary purpose or focus?
  * After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?
  * Will someone reading your content leave feeling like they've had a satisfying experience?

## Avoid creating search engine-first content

We recommend that you focus on creating people-first content to be successful with Google Search, rather than search engine-first content made primarily to gain search engine rankings. Answering yes to some or all of the questions below is a warning sign that you should reevaluate how you're creating content: 

  * Is the content primarily made to attract visits from search engines?
  * Are you producing lots of content on many different topics in hopes that some of it might perform well in search results?
  * Are you using extensive automation to produce content on many topics?
  * Are you mainly summarizing what others have to say without adding much value?
  * Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing audience?
  * Does your content leave readers feeling like they need to search again to get better information from other sources?
  * Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don't.)
  * Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search traffic?
  * Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product, movie, or TV show when one isn't confirmed?
  * Are you changing the date of pages to make them seem fresh when the content has not substantially changed?
  * Are you adding a lot of new content or removing a lot of older content primarily because you believe it will help your search rankings overall by somehow making your site seem "fresh?" (No, it won't)

### What about SEO? Isn't that search engine-first?

There are some things you could do that are specifically meant to help search engines better discover and understand your content. Collectively, this is called "search engine optimization" or SEO, for short. [Google's own SEO guide](/search/docs/fundamentals/seo-starter-guide) covers best practices to consider. SEO can be a helpful activity when it is applied to people-first content, rather than search engine-first content. 

## Get to know E-E-A-T and the quality rater guidelines

Google's automated systems are designed to use [many different factors](https://www.google.com/search/howsearchworks/how-search-works/ranking-results/) to rank great content. After identifying relevant content, our systems aim to prioritize those that seem most helpful. To do this, they identify a mix of factors that can help determine which content demonstrates aspects of experience, expertise, authoritativeness, and trustworthiness, or what we call E-E-A-T. 

Of these aspects, trust is most important. The others contribute to trust, but content doesn't necessarily have to demonstrate all of them. For example, some content might be helpful based on the experience it demonstrates, while other content might be helpful because of the expertise it shares. 

While E-E-A-T itself isn't a specific ranking factor, using a mix of factors that can identify content with good E-E-A-T is useful. For example, our systems give even more weight to content that aligns with strong E-E-A-T for topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society. We call these "Your Money or Your Life" topics, or YMYL for short. 

[Search quality raters](https://www.google.com/search/howsearchworks/how-search-works/rigorous-testing/) are people who give us insights on if our algorithms seem to be providing good results, a way to help confirm our changes are working well. In particular, raters are trained to understand if content has strong E-E-A-T. The criteria they use to do this is outlined in our [search quality rater guidelines](https://services.google.com/fh/files/misc/hsw-sqrg.pdf). 

Search raters have no control over how pages rank. Rater data is not used directly in our ranking algorithms. Rather, we use them as a restaurant might get feedback cards from diners. The feedback helps us know if our systems seem to be working.

Reading the guidelines may help you self-assess how your content is doing from an E-E-A-T perspective, improvements to consider, and help align it conceptually with the different signals that our automated systems use to rank content. 

## Ask "Who, How, and Why" about your content

Consider evaluating your content in terms of "Who, How, and Why" as a way to stay on course with what our systems seek to reward. 

### Who (created the content)

Something that helps people intuitively understand the E-E-A-T of content is when it's clear who created it. That's the "Who" to consider. When creating content, here are some who-related questions to ask yourself: 

  * Is it self-evident to your visitors who authored your content?
  * Do pages carry a byline, where one might be expected?
  * Do bylines lead to further information about the author or authors involved, giving background about them and the areas they write about?

If you're clearly indicating who created the content, you're likely aligned with the concepts of E-E-A-T and on a path to success. We strongly encourage adding accurate authorship information, such as bylines to content where readers might expect it. 

### How (the content was created)

It's helpful to readers to know how a piece of content was produced: this is the "How" to consider including in your content. 

For example, with product reviews, it can build trust with readers when they understand the number of products that were tested, what the test results were, and how the tests were conducted, all accompanied by evidence of the work involved, such as photographs. It's advice we share more about in our [Write high quality product reviews](/search/docs/specialty/ecommerce/write-high-quality-reviews) help page. 

Many types of content may have a "How" component to them. That can include automated, AI-generated, and AI-assisted content. Sharing details about the processes involved can help readers and visitors better understand any unique and useful role automation may have served. 

If automation is used to substantially generate content, here are some questions to ask yourself: 

  * Is the use of automation, including AI-generation, self-evident to visitors through disclosures or in other ways?
  * Are you providing background about how automation or AI-generation was used to create content?
  * Are you explaining why automation or AI was seen as useful to produce content?

Overall, AI or automation disclosures are useful for content where someone might think "How was this created?" Consider adding these when it would be reasonably expected. For more, see our blog post and FAQ: [How Google Search views AI-generated content](/search/blog/2023/02/google-search-and-ai-content). 

### Why (was the content created)

"Why" is perhaps the most important question to answer about your content. Why is it being created in the first place? 

The "why" should be that you're creating content primarily to help people, content that is useful to visitors if they come to your site directly. If you're doing this, you're aligning with E-E-A-T generally and what our [core ranking systems](/search/updates/core-updates) seek to reward. 

If the "why" is that you're primarily making content to attract search engine visits, that's not aligned with what our systems seek to reward. If you use automation, including AI-generation, to produce content for the primary purpose of manipulating search rankings, that's a [violation of our spam policies](/search/docs/essentials/spam-policies#scaled-content). 

Send feedback 

Except as otherwise noted, the content of this page is licensed under the [Creative Commons Attribution 4.0 License](https://creativecommons.org/licenses/by/4.0/), and code samples are licensed under the [Apache 2.0 License](https://www.apache.org/licenses/LICENSE-2.0). For details, see the [Google Developers Site Policies](https://developers.google.com/site-policies). Java is a registered trademark of Oracle and/or its affiliates.

Last updated 2025-12-10 UTC.

Need to tell us more?  [[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-12-10 UTC."],[],["Google's systems prioritize helpful, people-first content, not content designed solely for search engine rankings. Evaluate your content by assessing its originality, completeness, and value, and consider external feedback. Content should demonstrate expertise, clear sourcing, and trustworthiness (E-E-A-T). Focus on who created the content, how it was produced, including any automation or AI usage, and most importantly, why it was created. Prioritize helping people over manipulating search rankings and avoid producing mass or low-value content.\n"]] 

  ** LinkedIn  **

Join us on LinkedIn

  ** YouTube  **

Watch our videos

  ** Blog  **

Subscribe to our RSS feed

  ** Podcast  **

Listen to Search Off the Record

  ** X (Twitter)  **

Join us on X (Twitter)

  * ### Get support

    ** Go to the help forum **
    ** Submit a question for office hours **
    ** Report spam, phishing, or malware **
    ** More support resources **
  * ### Resources

    ** Do you need an SEO? **
    ** SEO Starter Guide **
    ** Status of Search systems **
    ** Search Console documentation **
    ** Case Studies **
  * ### Tools

    ** Search Console **
    ** Rich Results Test **
    ** PageSpeed Insights **
    ** AMP Test **

[ ](https://developers.google.com/)

  ** Android **
  ** Chrome **
  ** Firebase **
  ** Google Cloud Platform **
  ** Google AI **
  ** All products **

  ** Terms **
  ** Privacy **
  * Manage cookies 

  * English
  * Deutsch
  * Español
  * Español – América Latina
  * Français
  * Indonesia
  * Italiano
  * Polski
  * Português – Brasil
  * Tiếng Việt
  * Türkçe
  * Русский
  * العربيّة
  * हिंदी
  * ภาษาไทย
  * 中文 – 简体
  * 中文 – 繁體
  * 日本語
  * 한국어
