In SEO, two terms that can significantly impact your website’s visibility have risen to prominence – E-A-T and YMYL. But what do these acronyms mean for your website, and how it appears in search engine results?

However, these concepts significantly affect how Google evaluates websites and ranks them in its search engine results pages (SERPs). The concepts of E-A-T and YMYL also give you a framework to use when developing content for your website.

In this comprehensive guide, we will delve into the intricacies of E-A-T and YMYL, explaining what they mean for your on-page SEO and how to optimize your website accordingly. Whether you’re an experienced SEO expert or a beginner, you will learn valuable tips to increase your website’s visibility with Google.

What is E-A-T?

E-A-T, stands for Expertise, Authoritativeness, and Trustworthiness, is a fundamental concept in Google’s Search Quality Evaluator Guidelines. It plays a significant role in how Google assesses the quality of web content.

Expertise: It refers to the level of knowledge or skill required in a particular area. Regarding online content, expertise means providing accurate, detailed, and helpful information, demonstrating a deep understanding of the subject matter. For instance, a health website written by a medical professional would be considered high in expertise.

Authoritativeness: This relates to the credibility and recognition of the author or the website. A webpage can gain authority through endorsements from respected figures or organizations, user engagement, or a history of producing reliable content. For example, a news article published by a reputable news outlet like BBC or CNN would be viewed as authoritative.

Trustworthiness: It involves the overall reliability and honesty of the content and the website. This extends beyond the accuracy of the information to include aspects like website security and transparency about the author and the website’s purpose. A website that uses secure HTTPS protocols provides clear contact information, and has positive user reviews would be seen as trustworthy.

How does Google use E-A-T to rank web pages?

When it comes to ranking web pages, Google uses E-A-T as a yardstick to measure the quality of content. While not a direct ranking factor, E-A-T influences how Google’s algorithms assess and rank online content. Pages with high E-A-T scores are more likely to rank higher in search results since they provide valuable, reliable information to users.

For example, if you were to search for ‘best skin care products’, Google may display websites with expert authors such as dermatologists or beauty professionals. The website must also be trustworthy and authoritative to rank high in the SERPs.

What is YMYL?

YMYL stands for Your Money or Your Life, is a significant term in Google’s Search Quality Evaluator Guidelines. This concept refers to content that can impact a person’s future happiness, health, financial stability, or safety.

Google uses the YMYL classification to identify web pages that could affect users’ well-being considerably. This includes pages offering:

  • Medical or health information,
  • Financial advice or services,
  • Legal advice, and
  • Even news articles on critical current events.

Essentially, if the content has the potential to mislead or harm users in areas that significantly affect their lives or finances, it falls under YMYL. The quality of YMYL content is held to the highest standards by Google. This is because inaccurate or misleading information in these areas can result in real-world severe consequences.

For example, a health advice webpage should ideally be authored by a healthcare professional with relevant credentials and experience. This ensures the accuracy and reliability of the information.

Is YMYL or E-A-T Connected?

YMYL (Your Money or Your Life) and E-A-T (Expertise, Authoritativeness, Trustworthiness) are closely connected in the context of Google’s search algorithms.

E-A-T serves as a yardstick for assessing the quality of content on a webpage. For a YMYL page to rank well in Google’s search results, it must demonstrate high expertise, authoritativeness, and trustworthiness.

The interconnection between E-A-T and YMYL is particularly evident when considering how Google evaluates these pages. High-quality YMYL pages require a high level of E-A-T because they deal with sensitive topics that could have significant real-world impacts if the information presented is incorrect or misleading.

For instance, a webpage offering financial advice (a YMYL topic) must demonstrate the author’s expertise and credibility in finance (E-A-T) to rank well in Google’s search results. E-A-T and YMYL matter significantly in SEO because they directly influence a webpage’s visibility and ranking in Google’s search results.

How to Boost E-A-T For Your YMYL Pages?

When it comes to your website’s YMYL pages, one of the key goals should be boosting your E-A-T (Expertise, Authoritativeness and Trustworthiness). This will ensure that search engines perceive your site as reputable and trustworthy. If you want to improve your chances of getting ranked higher in a Google search, here are some of the key ways to boost your E-A-T:

  1. Ensure Expertise: If your website has pages with medical, financial, or other YMYL content, make sure that authors with relevant expertise write it. This improves the accuracy of the information and boosts your site’s credibility. But the question is, how can you establish expertise? To do this make sure to follow below guidelines:
  • Always use research and evidence to back up your claims and statements
  • Highlight the author’s credentials within their bio or profile, either at the end of articles or featured on a page. This gives visitors confidence in the content they’re reading.
  • Include links to external sources – such as published reports, scientific studies, or expert opinions.
  • Make sure you’re using unbiased, factual language throughout your content.

This is a key factor in helping establish your website as an authority on the subject and ensuring that search engines recognize this when indexing your site.

  1. Provide Authoritativeness and Trustworthiness:Having an authoritative presence is key for your YMYL website. This means that visitors should be able to identify who is behind the information on the page easily. Here’s how you can make sure your site has an authoritative voice:
  • Create an “About Us” or “Meet the Team” page. This allows visitors to gain insight into who is behind their reading content.
  • Ensure contact information, such as an email address or social media links, is easily accessible.
  • Include customer reviews and testimonials to show potential readers that your product or service has worked for others in the past.
  • Promote customer service by ensuring inquiries are responded to quickly and effectively.

By taking these steps, you can ensure that your website is seen as authoritative and trustworthy by visitors and search engines.

  1. Content Audit: Conducting a content audit of your website is another way to boost the E-A-T of your YMYL pages. This involves going through all the content on your site and evaluating its accuracy, relevancy, and objectivity against established guidelines. Make sure to have an in-depth look at the following elements:
  • The language used – make sure its grammatically correct and free of any bias.
  • The facts – ensure they are correct and up-to-date.
  • The sources – ensure external sources referenced within the content are credible and reliable.

Conduct a content audit regularly to ensure your YMYL pages have the highest standards of accuracy, relevancy, and objectivity so search engines view your website as trustworthy.

  1. High-Quality Content: The content on your YMYL page should be of the highest quality possible. This includes accuracy, length, structure, and relevancy to the topic being discussed. Here’s what you need to do to make sure your content meets all these criteria:
  • Write informative and accurate articles that are backed up with evidence – this will improve visitor trust in your site
  • Ensure your content is well structured and easy to read – use headings, subheadings, bullet points, and lists whenever possible.
  • Aim for longer content of at least 1000 words, as this will help improve search engine rankings.
  • Keep content relevant by making sure it’s up to date with current events or information.

However, the quality of your content doesn’t just stop at the words on the page. Ensure also to include images, videos, and infographics to break up text-heavy content and make it more visually appealing for visitors. This will help boost user engagement and ensure they stay on your site longer.

  1. Build Authority: Building authority is more than having expertise; it involves building an online reputation. There are many ways to build up your website’s authority, including:
  • Getting featured in popular publications and influencers’ social media accounts
  • Creating helpful content that people want to share and link to
  • Generating a lot of user reviews
  • Networking with other authoritative sites in the same niche

These steps will help you build up your site’s reputation as an authority on the subject, which is important for visitors and search engines.

  1. Monitor Your Progress: Monitoring your progress is a crucial part of boosting E-A-T for YMYL pages. It involves regularly tracking and analyzing the performance of your website and its content. You can use metrics such as organic search traffic, bounce rates, and user engagement levels to measure your success. SEO tools like Google Analytics or Google Search Console can provide valuable insights into how users interact with your site. By continuously monitoring these metrics, you can identify what’s working and where improvements can be made.
  1. Review Regularly: Reviewing regularly is about consistently evaluating your website’s content and SEO strategies. It involves scrutinizing your YMYL pages to ensure they demonstrate high levels of E-A-T. This process helps identify outdated or inaccurate information, which could harm your site’s credibility. Regular reviews also allow you to keep up with changes in Google’s search algorithms and adjust your strategies accordingly.

Why is E-A-T Important For Your SEO?

E-A-T is an essential factor in Google’s search algorithms and can significantly impact your SEO strategy. It plays a critical role in your SEO strategy for several reasons:

  1. Quality Content: E-A-T encourages the creation of high-quality content. Websites that demonstrate high expertise, authority, and trust are more likely to rank higher in SERPs (Search Engine Results Pages).
  2. User Trust: E-A-T helps build user trust. When your website showcases expert and authoritative information, users are likelier to trust your content and return for more.
  3. Algorithm Preference: Google’s algorithm favors websites that exhibit strong E-A-T signals. Focusing on E-A-T can significantly improve your website’s visibility and ranking.
  4. YMYL Pages: For Your Money or Your Life (YMYL) pages, which can impact a person’s health, finances, or safety, E-A-T is even more critical. Google uses E-A-T to ensure these pages provide accurate and reliable information.
  5. Brand Recognition: Establishing a strong E-A-T reputation helps establish your brand as a trusted source of information, boosting consumer confidence in your website. This can help increase conversions, generate more organic traffic, and improve your online visibility.
  6. Competitive Edge: Implementing an effective E-A-T strategy will give you an edge over your competitors. It’s essential to stay ahead of the curve and remain competitive in the ever-evolving digital landscape.


E-A-T is an important factor that can significantly impact your SEO efforts. The key to success is ensuring your website meets the highest accuracy, relevancy, and objectivity standards. By following the tips outlined above, you can provide visitors, and search engines see your YMYL pages as authoritative and trustworthy. However, with the right approach, you can build a strong reputation online and stay ahead of the competition.