How to Pass Google's Website Quality Assessment

What Is the Website Quality Assessment?

When you submit products to GMC or appeal a suspension, Google's quality team manually reviews your website. They're checking whether real shoppers can trust your site enough to make a purchase.

The review is done by a human visiting your live website — not just an automated crawl.

What Reviewers Check

Business legitimacy signals

• Is there clear evidence of a real business? (About page, address, phone)
• Does the business name on the site match GMC?
• Can a customer reach you if something goes wrong?

Purchase safety signals

• Is the checkout served over HTTPS?
• Are payment methods visible?
• Is guest checkout available?
• Does the checkout actually complete?

Policy completeness

• Return policy: specific timeframe, conditions, refund method
• Privacy policy: what data is collected and how it's used
• Shipping policy: countries, delivery timeframes, costs

Product representation accuracy

• Do product pages show the same price as the feed?
• Are product descriptions accurate and not copied from other sites?
• Do products actually exist and are they in stock?

Preparing for a Review

Think of it as preparing for a secret shopper visit. Walk through your site as if you were a first-time customer who has never heard of your business:

1. Can you figure out who owns this business?
2. Can you contact them if the order goes wrong?
3. Can you understand the return and refund process before purchasing?
4. Can you complete a purchase without creating an account?
5. Does every price you see match what you pay at checkout?

If the answer to any of these is "no" or "I'm not sure," fix it before requesting a review.