SxS Guidelines Examples per Rating: Much Better

IP
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2 d
3 , 20 z An
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SxS GG pri y Ma Example tur
17 Comment Key words
y , A b 2.1 day,
t u rda 254.9 1, p. 12
Example [amazon.com] The
A
6.2 target
54 prilresult is in the -Website Query
Sa 2.16. . 9
top position by 1on
3, the right -Dominant Intent
17 M 20
(R1), but in the 24
art 4th -Order of Results
ez from
position on the leftA(L4).n IP
Much better order. drew
s
Example 3, p. 14 [amazon.com] The target result is in the -Website Query
top position on the right -Dominant Intent
side (R1) and in the 2nd -FailsM Result in a Top
position on the left side Position
(L2). The first result on
the left (L1) is Fails to
Meet and is a bad
experience for users.
Example 7, p. 18 [karate 7304 lakewood dr The left side has just one -Navigational
w,lakewood, wa] result, but it contains -Single Helpful Result
information that would be
very helpful to most
users. The right side has
five results, but they are
all unrelated to the query
and completely unhelpful
to users.
Example 8, p. 19 [lynn bozof] Only helpful result is on -Broad Query
one side even though at -Single Helpful Result
a low position.

Example 9, p. 20 [batman] The query is broad, one -Broad Query

side has an unhelpful -FailsM Result in a Top
SCRB on top. Position

Example 12, p. 23 [snakes] One side has two FailsM -Broad Query
results, while the other -Additional FailsM
side has all helpful Results
results and doesn’t
contain distracting
Sa IP
results. m
t
17 urda 4 fr rews
o
2.1 y, 2 d
6.2 Ap 3 , 20 z An
54 ril Example 13, p. 24 [pregnancy symptoms] One side has helpful l 1 arte -YMYL
.9
by 13, 2 A pri y highM
Ma 024 EEAT results,
d ay, while
. 9 b the -Lack of EEAT
rte r a very 4 low
z A from other has t u
Sa 2.16.
2 5
nd IP quality, 1untrustworthy
7
rew
s article.
Example 15, p. 26 [chicago weather] All results are good, but -Know Simple Query
the SCRB on top FullyM -Helpful SCRB on One
the user’s need while Side
adding diversity. -Diversity of Result Type

Example 16, p. 27 [what is einstein famous One side has a FailsM -Know Simple Query
for] result on top vs. a helpful -FailsM Result in a Top
result on the other side. Position
Remaining results are
dupes.

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 SxS Guidelines Examples per Rating: Much Better
IP
m
4 fr rews
o
2 d
20 An
SxS GG 13, rtez Example Sa Comment Key words
l t
A pri y Ma 17 urda
2
ay, 4.9 17,
Example
r d
b p. 28 [what is einstein famous .16 Oney, side has a FullyM
.25 Apri
-Know Simple Query
tu 2 5 for] SCRB
4.9 inl 1the top position -Helpful SCRB on One
Sa 2.16.
17 y M 3, 2web
vs. a bhelpful 0 search Side
a 24 f
result blockrton
ez theroother
An m I
side. dre P
ws
Example 19, p. 30 [safeway] There are two strong -Multiple Intent
possible user intents; VIP -VIP & Official Website
& official website. Only one -Diversity of Result Type
side fulfils both possible
user intents.
Example 22, p. 33 [philadelphia eagles] L1 & R1 seem helpful at -Broad Query
first glance but VIP is an -Unhelpful Result in a Top
unlikely user intent making Position
R1 an unhelpful result in a
top position.
Example 23, p. 32 [mexican restaurants] There are two strong -Multiple Intent
possible user intents; VIP -Unhelpful Result in a Top
& official website. Both Position
sides start with a list VIP
SCRB however the results
in R1 are a bit further than
in L1 making it less helpful.

Scenario 1, p. 39 [nintendo.com] The queried website can -Dominant User Intent

only be found on one side. -Website Query
Even though it is in the 5th
position, MB still apples as
the other side lacks the
target of the query.

Scenario 2, p. 39 [nintendo.com] Both sides have the official -Porn Result for Non-Porn
website on top, but one Seeking Query
side has unrequested porn
result, making the other
side Much Better.
Sa IP
m
t
17 urda 4 fr rews
o
2.1 y, 2 d
6.2 Ap Scenario 5, p. 40 [britney spears] One side has a helpful
3 , 20 z An -Diversity of Result Type
54 ril te
l 1 uparto
.9
by 13, 2
SCRB with recent
A pri y M -Possible Rating of Better
Ma 024 date news. , b
Could be rated
rte day 54.9
rdepending
z A from t
Better u
Sa 2.16.
2 on the
nd IP staleness of the news
rew 17
s articles.

Scenario 6, p. 40 [map of inca] One side addresses the -User Location

dominant interpretation, a -FailsM Result in a Top
map of the Inca Empire vs. Position
a result with a no chance
interpretation.

Scenario 9, p. 42 [wizard of oz] All results are on topic, but -Minor Interpretation
the right side addresses a -Unhelpful Result in a Top
minor interpretation and Position
has an unhelpful result in
the top position.

TELUS International Digital Solutions This material contains information that is proprietary and confidential to TELUS International. It cannot be
shared with third parties without TELUS International written consent. DO NOT COPY. DO NOT DISTRIBUTE.
 SxS Guidelines Examples per Rating: Much Better
IP
m
4 fr rews
o
2 d
20 An
SxS GG 13, rtez Example Sa Comment Key words
l t
A pri y Ma 17 urda
2
ay, 4.9 10,
Scenario
r d
b p. 42 y, useless results,
[red wine vs. white wine .16 Many
.25 Apri
-Helpful Results in a
tu 2 5 making] including
4.9 l 1top position, but Higher Position
Sa 2.16. 3,
by helpful
17 a more Ma 202result
4f
is in a -Possible Rating of Better
rte on
higher position r
z A om right
the
side. nd IP
rew
s
Scenario 11, p. 42 [plane crash john f The user is looking for -One Side Addresses the
kennedy jr] information about Dominant Interpretation
something that happened -Staleness Not a Factor
in the past, so articles for
that aren’t stale. One side
fulfils the dominant user
interpretation vs unrelated
results in relation to the
query.
Scenario 12, p. 43 [olympic figure skating One side has results that -Staleness
results] are staler or too specific -More Specific Results
vs. the other side that has
more up to date and recent
results.
Scenario 13, p. 43 [olympic figure skating One side has results -Not Stale
results 2002] specific to the query vs.
the other side that has
results unrelated to the
query. (2002 vs. 2016)

Scenario 14, p. 43 [toys] One side has porn-related -Porn Result for Non-Porn
results which is Seeking Query
unacceptable for this query
which clearly has non-porn
seeking intent.

Scenario 18, p. 45 [hotels in pacifica] Here the difference comes -List VIP SCRB vs. Single
down to the SCRBs in the Entity SCRB
top positions. One side -List Seeking Query
has a list VIP SCRB vs. a
Sa IP
single entity SCRB. Users m
t
17 urda 4 fr rews
o
2.1 y, like options and choices 2 d
6.2 Ap 3 , 20 z An
54 ril especially for aillist te
1 seeking
.9 r Mar
by 13, 2 query. y, A p
by
Ma 024 da 4.9
rte
z A from atur 6.25
nd IP S 2.1
rew 17
s

TELUS International Digital Solutions This material contains information that is proprietary and confidential to TELUS International. It cannot be
shared with third parties without TELUS International written consent. DO NOT COPY. DO NOT DISTRIBUTE.
 SxS Guidelines Examples per Rating: Better
IP
m
4 fr rews
o
2 d
20 An
SxS GG 13, rtez Example Sa Comment Key words
l t
A pri y Ma 17 urda
2.1 Website
r d ay, 4.9 5,
Example b p. 16 [amazon.com] y
6.2 , Ap query with -Website Query
tu 2 5 54 ril website on top
requested -Requested Website
Sa 2.16. .9 13
by side ,
17 on one Ma 2(L1/R2).
02
4f
The
r
SCRB in R1teaddresses r
z A om a
minor intent, butnitdris still
IP
ew
helpful. s
Example 6, p. 17 [chocolate chip cookie Broad informational query. -Diversity of Sources
recipes] All results are on topic and
good. One side has results
from 5 different sources vs.
the other side with results
from the same source.
Users like options and
choices.
Example 14, p. 25 [pregnancy symptoms] The results are the same -Order of Results
on both sides but in a -YMYL Topic
different order. Result with -EEAT
more trustworthy EEAT is
in a higher position on one
side.
Example 21, p. 32 [doordash] Both sides lead with useful -Website Query
result on top however one -FailsM Result in Second
side has an unhelpful Position
result that takes up space -Additional FailsM Result
on the second position. on One Side

Example 24, p. 36 [tonys pizza fall river] The difference comes -Multiple Intent
down to the SCRBs in the -List VIP SCRB vs. Single
top position. L1 is a VIP Entity SCRB
SCRB for the queried -Non-List Seeking Query
business vs. R1 which is a
list VIP SCRB with the
queried business in the top
position but also includes
two additional unrelated
Sa business. The single entity IP
m
t
17 urda listing is better than the 4 fr rews
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list
2.1 y, 0 2 nd
6.2 Ap
54 ril with off topic and13, 2 tez A
l r
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by 13, 2 pri y Ma
distracting results
A
Ma 024 y , b
rte rda 4.9
included.
z A from tu
Sa 2.16.
25
nd IP
rew 17
s

TELUS International Digital Solutions This material contains information that is proprietary and confidential to TELUS International. It cannot be
shared with third parties without TELUS International written consent. DO NOT COPY. DO NOT DISTRIBUTE.
 SxS Guidelines Examples per Rating: Slightly Better
IP
m
4 fr rews
o
2 d
20 An
SxS GG 13, rtez Example Sa Comment Key words
l t
A pri y Ma 17 urda
2.1 The
d ay, 4.9 2,
Example b p. 13 [amazon.com] y
6.2 , Aresult in the top -Website Query
tu r 2 5 54 pril on both sides
positions -Order of Results
Sa 2.16. .9 13
17 meet bthe , 2 needs.
y Muser’s0 -Additional FailsM Result
art 24 f
ez rom on One Side
An
Example 4, p. 15 [amazon.com] The requested websitedre IPis -Website Query
ws
th
in the 4 position on the -Order of Results
left side and the 3rd
position on the right side.
Example 18, p. 29 [how did lincoln die] The top two results on -Order of Results
both sides are the same,
but in a different order and
one is a little bit more
helpful.
Example 20, p. 31 [target] There are two strong -Multiple Intent
possible user intents; VIP -Order of Results
& official website which are -Possible ATSA
addressed in the first two
positions on both sides.
ATSA is accepted and to
account for rater
preference Slightly Better
to either side is also
accepted.

Example 25, p. 37 [angelina jolie] The only difference is the -Order of Results
order of the interactive -Possible ATSA
SCRBs in the top -Broad Informational
positions. The user can Query
have a slight preference
for which side they prefer.

Scenario 7, p. 41 [apple] The dominant user intent -Dominant Intent

is addressed in the top -Minor Intent
result both sides. Only one -Possible ATSA
side a has a result for a
Sa IP
t minor interpretation in a from ws
17 urda 4 dre
2.1 y,
6.2 Ap
bottom position. 202 n A
54 ril i l 13, artez
.9
by 1Scenario
3, pr M
Ma 2024 15, p. 44 One Side Didn’t Generate , A 9 by no
One sideaygenerated -Possible ATSA
rte rd all 4.
z A from Any Results tuvs.
result
a
S 2.1 6 . 25unhelpful
nd IP results
rew 17 on the other side.
s Unhelpful results could
waste a user’s time so a
side with no results may
be more helpful to a user.

Scenario 17, p. 45 [cinemark san mateo] The user might want VIP -Order of Results
details or -Possible ATSA
showtimes/information.
Both possible user intents
are fulfilled in the top
position on both sides, just
in a different order. Both
are helpful, a slight user
preference can be
expressed.

TELUS International Digital Solutions This material contains information that is proprietary and confidential to TELUS International. It cannot be
shared with third parties without TELUS International written consent. DO NOT COPY. DO NOT DISTRIBUTE.
 SxS Guidelines Examples per Rating: About the Same
IP
m
4 fr rews
o
2 d
20 An
SxS GG 13, rtez Example Sa Comment Key words
l t
A pri y Ma 17 urda
2.1 There
r d ay, 4.9 20,
Example b p. 31 [target] y
6.2 , Ap are two strong -Multiple Intent
tu 2 5 54 ril user intents; VIP
possible -Order of Results
Sa 2.16. .9
by 1website
3,
17 Ma 2024 which are
& official -Possible Slightly Better
addressed rin tezthe ffirst
r two
An om I
positions on both dsides.rew P
ATSA is accepted ands to
account for rater
preference SB to either
side is also accpepted.
Example 25, p. 37 [angelina jolie] The only difference is the -Order of Results
order of the interactive -Possible Slightly Better
SCRBs in the top -Broad Informational
positions. The user can Query
have a slight preference
for which side they prefer.
Example 20, p. 31 [how long does a teenager All results are unhelpful -Equally Unhelpful Results
have to pay the fine for a and FailsM.
speeding ticket in
carrollton, Texas]

Scenario 4, p. 40 [britney spears] All results are of equal -Equally Helpful Results
helpfulness.

Scenario 7, p. 41 [apple] The dominant user intent -Dominant Intent

is addressed in the top -Minor Intent
result both sides. Only one -Possible Slightly Better
side a has a result for a
minor interpretation in a
bottom position.

Scenario 15, p. 44 One Side Didn’t Generate One side generated no -Possible Slightly Better
Any Results result vs. all unhelpful
results on the other side.
Unhelpful results could
waste a user’s time so a
Sa IP
t side with no results may from ws
17 urda re
2.1 y,
6.2 Ap 024 nd
be more helpful to a2user.
A
54 ril i l 13, artez
.9
by 1Scenario
3, pr y M
Ma 2024 17, p. 45 , A 9 want
rte
[cinemark san mateo] The useraymight
r d 4. b VIP -Order of Results
z A from t
detailsu or
Sa 2.16.
2 5 -Possible Slightly Better
nd IP showtimes/information.
rew 17
s Both possible user intents
are fulfilled in the top
position on both sides, just
in a different order. Both
are helpful, a slight user
preference can be
expressed.

TELUS International Digital Solutions This material contains information that is proprietary and confidential to TELUS International. It cannot be
shared with third parties without TELUS International written consent. DO NOT COPY. DO NOT DISTRIBUTE.