Google’s January 2025 update to its Search Quality Raters Guidelines (QRG) introduces a more detailed approach to detecting and labeling deceptive content. The refreshed guidelines clarify how deceptive site tactics can appear and what raters should look for, including signs of misinformation, misleading page structures, and fake representations of Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT). This update reflects Google’s goal of improving overall search quality and removing dishonest practices that erode user trust. Below, we explore the essential points of these refined guidelines, including deceptive page purpose, falsified EEAT, and manipulative user interfaces. We also discuss what these changes mean for content creators today and how authenticity should serve as the cornerstone of every search marketing strategy.
