What Are E-E-A-T and YMYL in SEO?

published on 04 March 2024

E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) are key concepts in SEO that help ensure websites provide reliable and trustworthy information, especially on critical topics like health, finance, and safety. Here's a quick overview:

  • E-E-A-T evaluates a website's credibility based on the expertise, real-world experience, authority, and trustworthiness of its content creators.
  • YMYL refers to content that can significantly impact a person's life, requiring high E-E-A-T standards to rank well in Google.
  • The connection between E-E-A-T and YMYL emphasizes the need for accurate, expert-backed information on sensitive topics.
  • Google's updates over the years have focused on improving how E-E-A-T and YMYL content is evaluated, underlining the importance of authenticity and reliability.

Understanding and optimizing for E-E-A-T and YMYL can significantly enhance a website's SEO performance, especially for content that affects readers' well-being or financial stability.

What is E-E-A-T?

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It's a way Google checks if websites are good enough, especially for serious topics that can really affect your life, known as YMYL pages.

  • Expertise is about whether the person writing the content knows their stuff. Do they have the right education or skills?
  • Experience checks if the writer has actually done what they're talking about. Have they tried the product or been to the place they're writing about?
  • Authoritativeness is about being recognized as a leader in the topic. Are other respected websites linking to them?
  • Trustworthiness looks at if the information is accurate and fair. Can you rely on what they say?

Google uses E-E-A-T to figure out if a website can be trusted to give you good, honest advice. The better these qualities, the more likely Google will think the content is helpful.

What is YMYL?

YMYL means Your Money or Your Life. These are topics that are important because they can change your life in big ways. If you get bad advice in these areas, it could hurt your:

  • Money situation
  • Health and Safety
  • Legal rights
  • Emotional health

Some YMYL topics include:

  • Health tips
  • Money advice
  • How to fix your home
  • Taking care of kids
  • Legal Help
  • Feeling better mentally
  • News

Because these topics are so critical, Google is very strict about making sure the advice on these pages is top-notch (E-E-A-T). Giving out wrong info here can be harmful, so Google wants to make sure you're getting advice from real experts.

For YMYL topics, it's super important to be an expert and have experience. It's crucial to back up what you say with facts from trustworthy sources. Being clear and honest is key.

In simple terms, talking about YMYL topics means you've got to be extra careful to meet what people need.

The Connection Between E-E-A-T and YMYL

YMYL pages need to know their stuff, have done their homework, be seen as go-to sources, and be super reliable to show up higher in searches and not get in trouble. This is super important because bad advice about money, health, or safety can mess someone up.

Google's guidelines, basically their rulebook for checking pages, say:

For pages that are really important, like those about your health or money, we’re extra strict. If these pages aren’t good, they could really hurt someone’s life.

So, E-E-A-T and YMYL are like two peas in a pod:

  • YMYL pages need a lot of E-E-A-T to be seen and stay out of hot water
  • Strong E-E-A-T shows that the advice on YMYL pages is legit
  • If a page is missing E-E-A-T, people might not trust it, and it could get flagged

For instance, a health advice website should:

  • Expertise: Have real doctors or nurses writing the info
  • Experience: Share stories or examples from real medical practice
  • Authoritativeness: Be mentioned or linked by big health names like WHO or Mayo Clinic
  • Trustworthiness: Make sure all the advice comes from places you can trust

But, a blog reviewing movies doesn’t have to worry as much about all this E-E-A-T stuff.

Basically, E-E-A-T makes sure that when it comes to really important topics, you’re getting the right, safe advice. It stops bad or harmful advice from getting out there. Making E-E-A-T better is a direct way to help people looking for important info on YMYL sites.

The Evolution of E-E-A-T and YMYL

Since Google first talked about these ideas, E-E-A-T and YMYL have really grown and changed. Let's walk through the big moments:

2014 - Google introduces EAT (Expertise, Authoritativeness, Trustworthiness) in its Search Quality Evaluator Guidelines. This was a way for people to check Google's work to see if search results were good.

August 2018 - Google makes a big update focusing on EAT. This shows that EAT matters for each page on a site, not just the site as a whole. Some websites see their Google rankings change a lot because of this.

June 2019 - With another update, Google makes it clear that EAT is super important. Even if a site is usually trusted, pages that don't show EAT can drop in rankings.

October 2020 - Google updates its guidelines, saying EAT doesn't directly change rankings. Now, it's more about understanding what people are looking for.

October 2021 - Google gives more details on what counts as YMYL content and how to check if a website or author is reliable.

July 2022 - Google's Search Quality Evaluator Guidelines get an update to match the Search Quality Rater Guidelines. They add more examples of YMYL content and advice.

December 2022 - Google adds 'Experience' to E-E-A-T, highlighting the importance of real-life knowledge.

Through all these changes, Google has been paying more and more attention to EAT when it comes to ranking pages that give advice on big life decisions. While we're not 100% sure how E-E-A-T works in Google’s algorithms, it's clear that showing you're an expert, have experience, are trustworthy, and know what you're talking about is key for Google. As Google's system gets smarter, E-E-A-T will become even more important.

Is E-E-A-T a Ranking Factor?

E-E-A-T isn't officially a way Google decides what comes up first in searches, but it's really important for other things that do affect rankings.

Google hasn't said E-E-A-T directly changes where a page ranks, but they've mentioned it's a big deal for their algorithms. They're trying to figure out how to measure E-E-A-T stuff better, making it a big part of SEO.

How E-E-A-T Impacts Rankings

Even though E-E-A-T isn't a direct ranking factor, it influences how Google's algorithms see content. Pages that do well in E-E-A-T usually do better because:

  • More Clicks - People are more likely to click on stuff from sources they trust. This tells Google the content matches what people are looking for.
  • People Stick Around Longer - If the content is from an expert, people usually read more of it. This means they don't leave the site as quickly.
  • More Links & Mentions - Good content gets talked about more. Other sites link to it, showing it's valuable.
  • Better Understanding by Google - Google's smart system, RankBrain, gets what the content is about more easily if it's from an expert.

In short, being seen as an expert or a trustworthy source helps a lot. It makes Google see your content as useful and worth showing to more people.

Google's Efforts to Quantify E-E-A-T

E-E-A-T is about quality, which is hard to measure. But Google is trying hard to figure it out. Here's how:

  • Feedback from People - Google has folks who check if search results are good and look at E-E-A-T. They use this info to make their computer models better.
  • Keeping Track of Links and Mentions - When lots of other places link to a page, it shows it's a trusted source.
  • Scoring Reputation - Google has a way to score how reputable an author or a website is, based on how often they're linked to or talked about.
  • Using AI - Google uses AI to try and guess E-E-A-T ratings based on what they've learned from human checkers.

Google is getting better at figuring out E-E-A-T scores, which means it'll play a bigger role in SEO.

The Future of E-E-A-T

Right now, E-E-A-T is super important even if it's not a direct way Google ranks pages. As Google gets better at measuring it, E-E-A-T will become even more important.

If you make content, focus on showing you're an expert, that your site can be trusted, and share real experiences. This will help your content do well now and in the future as Google keeps improving.

How to Optimize for E-E-A-T on YMYL Pages

Making your website's E-E-A-T better is key if you want to rank higher in search results and make users trust you more, especially when you're dealing with important topics like health or finance. Here's how you can do it:

Create Unique, High-Quality Content

  • Do a lot of research and talk to experts to make sure your info is deep and correct.
  • Try to add something new or different to what's already out there.
  • Make your content easy to skim through and understand.

Increase Author Visibility

  • Make a page that talks about the author's background and experience, and link to their profiles.
  • Use special code (structured data) to help search engines understand who wrote the article.
  • Create content that's so good other respected websites want to link to it.
  • Ask people who know a lot about your topic if they can link to your site.

Display Trust Badges

  • If you have any certifications in your field, show them off on your site.
  • Share positive feedback and ratings from users.

Use Schema Markup

  • Use schema markup (a type of code) on your site, articles, and author pages.
  • Highlight the author's expertise and experience with specific schemas like Bio and Person.
Metric Before After
Backlinks 2 36
Domain Authority 22 48
Organic Traffic 100 visitors/month 850 visitors/month

Focusing on E-E-A-T can pay off by bringing in more quality visitors, making your brand more visible, and building trust and loyalty with your audience. It's definitely worth the effort, especially for websites that cover serious topics.


The Role of AI in E-E-A-T and YMYL Content Creation

Artificial intelligence (AI) can really help make better content for important topics that need to meet E-E-A-T standards. But, real experts must check and guide how AI is used. Here's a simple way to do it:

Use AI for Efficiency, Not Replacement

  • AI can quickly help draft content. This gives writers a good starting point.
  • Keep human writers in the loop, especially for the final check. Understanding the topic deeply is key.

Have Experts Closely Review Output

  • Content made by AI should always be checked by people with the right knowledge before it goes live to make sure it's correct.
  • Experts need to look for any mistakes or bits that could be misunderstood or harmful.

Customize Models to Domain-Specific Content Needs

  • Work with AI experts and subject matter experts from the start to tailor AI to your content needs.
  • Custom AI models can better meet your content goals.

Supplement With Human Touch Points

  • Add personal stories or examples to AI content. Only humans can provide these based on their experiences.
  • This makes the content feel more real and relevant.

Using AI smartly and having experts involved makes sure that content about serious topics is trustworthy, shows real know-how, and is reliable. With the right checks and balances, AI can help make lots of good content without missing out on quality, truth, or connection to the audience.

E-E-A-T and YMYL Case Study: Mayo Clinic

The Mayo Clinic website is a great example of a YMYL website that really knows its stuff when it comes to health. It's a place where a lot of people go to get medical advice because they trust it.

Overview of Mayo Clinic's Success

Mayo Clinic has been around for over 150 years, helping people with health issues. Every year, more than 100 million people visit their site for health tips.

Some key facts about the Mayo Clinic website:

  • Gets over 300 million visits a year
  • Comes up first on Google for over 700,000 health-related searches
  • Known as one of the most reliable places online for health advice

Mayo Clinic has become really popular because it gives good, trustworthy health info. Let's look at how they make sure their site shows they're experts and can be trusted.

Demonstrating E-E-A-T Elements


  • Mayo Clinic's team includes over 4,500 doctors and scientists who are tops in their fields
  • Health articles are written or checked by these experts
  • Doctor profiles share their qualifications and achievements


  • Their doctors see over 1 million patients a year
  • Some articles include stories or examples from real patient cases
  • There are videos where patients share their experiences


  • Mayo Clinic is well-known for its hospitals and research
  • Other health sites often link to Mayo for reliable info
  • They have a big following on social media, with over 5 million people


  • A special group checks all health advice to make sure it's right and fair
  • They're open about how they work and what they believe
  • They keep their info up to date with the latest health advice

Mayo Clinic is a top example of how to be seen as an expert in the health field.

Executing a Successful YMYL Strategy

Mayo Clinic does a few smart things to be a leader in health advice:

Comprehensive Content

  • They have a huge amount of health info, covering nearly every health topic you can think of

Purpose-Built Tools

  • They offer tools like health calculators and quizzes to help people

Active Community Forum

  • They have a forum where people can talk about their health experiences

Ongoing Research

  • They keep publishing new health studies

Consumer-Focused Content

  • They write in a way that's easy for everyone to understand, helping people make health decisions

Mayo Clinic shows how to do well in the health advice world by being trustworthy and knowing their stuff.

Overcoming Challenges

Making your website meet E-E-A-T and YMYL standards might seem tough, but it's easier when you break it down into smaller steps. Here are some common problems websites face and some straightforward ways to fix them:

Lacking Expertise

If you don't have experts on your team, here's what you can do:

  • Invite guest writers who are experts in your topic. Pay them if you can.
  • Talk to experts and use their advice in your articles. Remember to give them credit.
  • Go to events related to your topic to meet experts.
  • Use links to trusted websites to show you value expert opinions.

Building Authoritativeness

Becoming known as an expert takes time. Here are some tips:

  • Always publish content that's new and useful.
  • Connect with well-known people and brands in your area. Reach out to them to get your content linked.
  • Share your best content to get more people to talk about it.
  • Post regularly to keep your readers coming back.

Identifying YMYL Content

It can be hard to know if a topic falls under YMYL. When you're not sure, it's better to be safe.

  • Treat topics like health, finance, and law as YMYL by default.
  • Look up your topic online with "Your Money or Your Life" to see if serious sites discuss it.
  • Use tools like Moz to check if your content is YMYL.
  • Think about the intent behind the search and the possible risks involved.

Gaining Trust

It's important that people believe your content is honest and ethical.

  • Double-check all your facts, especially on sensitive topics. Avoid sharing false information.
  • Be open about who's behind the site, any business relationships, and conflicts of interest.
  • Answer user questions and feedback in a helpful way.
  • If you make a mistake, fix it immediately and say sorry if needed.

The key is to always think about how you can help your readers. You build expertise, trust, and authority by consistently putting your readers' needs first. Provide them with quality content and follow ethical practices.


Making your website better for E-E-A-T is super important if you want to show up higher in Google searches and make people trust you more, especially if your site talks about big stuff like health or money. Here's what you should remember:

Be real experts. Use people who really know the topic to write your stuff, or make sure it's checked by someone who does. Share stories from real life. Use AI smartly to help with writing, but always have an expert check it.

Show you're the boss. Get links from other respected sites, especially to pages that talk about who wrote your articles. Have your big bosses share their smart thoughts.

Make people trust you more. Show off your qualifications, happy customer reviews, how to contact you, and your rules clearly. Fix any problems fast.

Stick to the truth. Always check your facts. Use information from places people trust. Be good and honest.

Keep it simple. Don't try to do everything at once. Break it down into smaller steps and keep at it.

Search engines like Google are getting better at noticing things like E-E-A-T. So, working on these areas can really help. Websites that give advice on important things need to show they know what they're talking about and can be trusted to do well in searches and stay out of trouble.

Putting E-E-A-T at the heart of what you do takes ongoing work, but it's worth it. You build a brand people value and trust by always giving them good info and being clear. This way, you become a leader that both visitors and search engines look up to.

What does E-E-A-T mean in SEO?

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It's about how knowledgeable and experienced the people behind a website are, how respected the site is, and if you can trust the info they share. Websites that score high in these areas usually do better in Google searches.

What is an example of YMYL content?

YMYL means "Your Money or Your Life." It's about websites that offer advice which, if wrong, could really affect your money, health, safety, or feelings. Examples include:

  • Health advice websites
  • Money management tips
  • Self-help guides
  • News outlets

These sites need to show they're knowledgeable and trustworthy to do well and avoid Google penalties.

What is the full form of YMYL in SEO?

YMYL stands for "Your Money or Your Life." It's for websites that give advice that could have a big impact on someone's finances, health, safety, or emotions if it's not right.

This includes giving medical, financial, or legal advice, plus self-help and news sites. Google expects these sites to meet high standards of knowledge and trustworthiness.

What is the difference between eat and E-E-A-T?

EAT checks for Expertise, Authoritativeness, and Trustworthiness - key qualities of good content according to Google.

E-E-A-T adds "Experience" to the mix, meaning it also looks at real-life knowledge about a topic. So, EAT looks at your knowledge and reputation, while E-E-A-T also checks if you've got hands-on experience.

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