NSR (Normalized Site Reliability) is a key algorithm used by Google to assess the reliability, trustworthiness, and authority of websites. This metric evaluates the overall quality of a website based on a combination of technical factors, user behavior, and the site’s interaction with its linked “neighbors” (websites it connects to via links).
NSR directly influences a website’s search engine ranking, as it helps Google determine whether a site offers reliable and valuable content to users. A high NSR score suggests that the website is both trustworthy and well-maintained, while a low score can indicate issues such as poor content quality, unreliable linking practices, or inadequate user experience.
How NSR is Calculated
Several factors contribute to NSR:
- Linking and Traffic Redirection: If a site sends a significant portion of its traffic (more than 5%) to low-quality or irrelevant websites, it may negatively impact its NSR score. Google interprets such behavior as a sign of poor content curation or lack of trustworthiness.
- Neighbor Quality: Websites connected to low-authority or spammy sites via links can experience a reduction in their NSR score. Google evaluates the “neighbors” a site interacts with to ensure the website is part of a reliable web of content.
- User Behavior (“Click Speed”): NSR also considers user interaction, specifically how often users choose the website from search results (“click speed”). This metric reflects how frequently users prefer a site over others, signaling the site’s relevance and reliability.
- Dwell Time: The length of time users spend on a website after clicking it from search results (known as “dwell time”) further indicates its content quality. Longer dwell times suggest that the site is engaging and valuable, improving its NSR score.
Why NSR Matters
NSR is important for website operators because it directly influences SEO rankings. Sites with high NSR scores are more likely to rank higher in search results, benefiting from increased visibility and user trust. To maintain a strong NSR score, websites must ensure reliable performance, high-quality content, and careful selection of linked sites.