Content analyzer: every page scored on Google's guidance.

Google tells site owners how it thinks about content. It publishes questions to ask about every page, guidance on expertise and trust, and a list of spam policies. Applying all of that to every page by hand does not scale past a few dozen URLs.

The content analyzer does it for you. After each crawl, Morrison reads every page, scores it against that guidance and tells you what to fix.

Eight dimensions

Each page gets a score from 1 to 5 on eight dimensions, labeled Weak, Limited, Fair, Strong or Excellent. Higher is better on all of them.

• Originality. Information or a perspective that is not already on every other site.
• Effort. Real work behind the page: research, examples, data, original media.
• Helpfulness. Whether a reader leaves with what they came for.
• Skill. Signs the writer knows or has experienced the topic.
• Accuracy. No easily verified factual errors.
• Trust. Clear authorship, sources and method.
• People-first. Made for an audience, not mainly to attract search visits.
• Spam. Visible spam techniques. A high score means a clean page.

An overall score and a short verdict sum up the page and name its weakest areas, so you know where to start before you read further.

YMYL pages are held to a higher bar

Pages about money, health or safety are flagged YMYL, for “your money or your life”. On those pages, trust counts double in the overall score, and accuracy is judged against expert consensus. That is the higher bar Google’s own rater guidelines set for them.

Every check, with the fix

Behind the scores are Google’s own questions. Does the page add original information? Does it cover the topic substantially? Is it clear who wrote it? Does it back its claims with sources? Each check is marked met, partly met, missing or not applicable.

Missing and partly met checks come with a hint for what to change, often quoting the passage it refers to. The tab adds it up at the top, for example 19 passed · 6 to fix, and lists the checks to fix first. Not a generic SEO tip, but a note about this page.

Automatic, after every crawl

New and changed pages are scanned as they are crawled, so the scores stay current without anyone starting a scan. Scans are on for every website by default, and you can switch them off per website or for the whole organization. Each page also gets its page type and search intent, and the analyzer uses the page type to judge a glossary entry as a glossary entry, not as a guide.

Score a competitor from chat

Ask chat to score a competitor’s page, or the pages that rank above yours, and it runs the same scan on up to five public URLs at a time. Nothing about them is stored. Then compare like for like: “Score the top three results for ‘payroll in Denmark’ and tell me where our guide falls short.”

Put the scores to work

• Find, then ask. Ask chat about a page type or a section: “Which of our pillar guides score lowest, and which still get traffic?” It lists them by overall score, reads their scans and joins them with your Search Console data. To rank hundreds of pages by one score, such as Effort, export the URL grid and sort it there.
• Watch your key pages. A weekly automation can check the scans of your most-clicked pages, or a whole section, and report which scores fell since the last scan, with the reasons.
• Plan the rewrite. Hand a page and its scan to chat for a refresh brief, then draft it in the canvas.

Try it

Open any URL in your site index and choose the Helpful content tab. Start with the pages that matter most and the checks marked missing. The full tour is on the Content analyzer page.

Tell us what it found at hello@morrison.app.