Google Search Made Uncomplicated with-E.A.T and YMYL

11.11.2019

EAT and YMYL is a term coined by Google, few decades back to make sure it generates credible results for the user query. Credible results in a sense which are authentic, useful and not meant to disarray the user. Let’s look at each of these terms in brief.

What is E.A.T?

Expertise

Google wants you to display expertise in the content you post on your website. This is especially relevant in medical, legal and financial industries, as it requires well-informed content. You can showcase your expertise by posting relevant, accurate and unique content and also through citing reputable backlinks in your content.

Authoritativeness

Authority is a powerful term. Although you post credible and unique content on your website, it doesn’t guarantee that it is curated by a person holding an authority. Authoritativeness can be displayed through positive customer reviews, testimonials, credentials and also through the following rate of a person who wrote down the content piece.

Trust

Make sure the users feel safe and secured when they visit your site. Its always good to have HTTPS and an SSL certificate if its an e-commerce site.

Significance of E.A.T

The three factors-Expertise, Authoritativeness, Trust Google uses to measure the level of trust it should place on the websites and brands. Google wants to gives its valued customers high-end user experience. So it wants to promote only those websites which are authentic and trustworthy. Hence it displays only those websites on the SERP which meets the standards and guidelines of E.A.T.

How to improve E.A.T for your website?

The three factors-Expertise, Authoritativeness, Trust Google uses to measure the level of trust it should place on the websites and brands. Google wants to gives its valued customers high-end user experience. So it wants to promote only those websites which are authentic and trustworthy. Hence it displays only those websites on the SERP which meets the standards and guidelines of E.A.T.

  • Update the content on the website periodically.
  • Provide informative and useful content on the website.
  • Provide relevant backlinks.
  • Include well-researched subject matter.
  • Include the author-bio and contact information.
  • What is YMYL?

    YMYL stands for Your Money Your Life. The pages which impact the future happiness, wealth and health of users are categorized as YMYL pages.
    For example:

    • A website page which contains information about a chronic disease, its symptoms, diagnosis, and treatment.
    • A webpage containing investment schemes, stocks tips, bitcoin investment advice.
    • A webpage offering advice related to parenting.
    • A multi-vendor eCommerce site with a secured payment gateway.

    Why do we need a YMYL in the first place?

    Google wants to deliver the best and reliable content for every user query posted and it also wants the user to trust its results. In the event the SERPs were being manipulated by the fraudsters, it compelled Google to take a strong stance against unrealiable and inaccurate content. This will ensure that the user is provided with an accurate and reliable source of information.

    After a year, Google refreshed its Search Quality Rating Guidelines which intensely includes E-A-T and Y.M.Y.L as a method for deciding the unwavering quality of content.

    How to optimize for YMYL?

    • The most important step is to determine if your pages are considered YMYL or non-YMYL.
    • Ensure that your content is curated and published by people who have genuine expertise in the subject matter.
    • Build strong online profiles of your content creators-including author bio, links to the content posted on the trusted external sites, links to their social profiles and industry talks, to demonstrate their authoritativeness.
    • Refrain from providing advice on topics that you aren’t well aware of, especially on YMYL topics such as finance, law, health and wellbeing as it generally needs high-quality and expert content.
    • Ensure your content is accurate to the core with precise facts and figures.
    • Use plenty of data from trusted sources to drive away your point of arguments or counter-arguments.
      If you are affiliating your content, make sure you provide links to trusted sites which will genuinely help people to make well-informed decisions.
    On a final note

    E.A.T and Y.M.Y.L are strongly related to each other as E.A.T ensures the quality guidelines of the webpages are met effectively while Y.M.Y.L ensures the proliferation of E.A.T in the webpages pertaining to finance, legal and health-care industries.

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