When a Special Content Result Block includes a link to a landing page, you should determine the rating by considering whether most users would click the link. If most users would not click, rate the block based on the block content.

• A. Always rate based on the landing page
• B. Always rate based on the block content
• C. Consider user click likelihood; if most would not click, rate based on the block content; otherwise rate using landing page
• D. Ignore the block

Answer: (C)

The rating should be based on how users actually interact with the block’s link. If data shows that most users would not click the link, the user’s experience is determined by the block itself, so you rate based on the block content. If most users would click, the landing page becomes the part of the experience that delivers the relevant information, so you rate using the landing page content. This approach matches real user behavior: you don’t penalize or reward the block for content you never reach, and you give weight to the landing page when users are likely to follow the link to get the needed information. For example, a concise answer directly in the block warrants rating by the block content when the link is a sink for users who aren’t interested, whereas if the block is a teaser that only makes sense when followed to the landing page, and users are inclined to click, the landing page should drive the rating.