Your search to know the ways for improving E-A-T for the best YMYL pages ends here. YMYL is the acronym for Your Money Your Life first used by Google in its 2013 version of search quality evaluator guidelines. Google created these guidelines for teaching its search quality evaluators team to evaluate the PQ or page quality and provide feedback on the search results' quality and webpages. Google's E-A-T is a complex array of indicators for signaling expertise, authoritativeness, and trustworthiness of the website and its content creators. Though they do not ensure ranking, they help search quality evaluators update algorithms.
So, check out the YMYL pages and the many ways to improve E-A-T for a better ranking of your site with effective SEO strategies and practices.
Before jumping into knowing what YMYL pages are and why Google wants E-A-T. . There are around 24 million ecommerce sites worldwide selling products and services. In the pandemic hit 2020 worldwide, two billion people purchased products and services online for the e-retail sales to surpass 4.2 trillion dollars. Many people believe the online content spends their hard-earned money buying various products and services. Hence, they need to have the precise information to trust and buy them. Any misinformation about them could lead to people losing their money buying inferior products. It is the same for having the right information on health, finance, politics, business, etc. Hence Google wants its search quality evaluators to check for E-A-T for YMYL pages for the information to be true and from reputed sources. Only then can people rely on online information for buying products and their well-being.
Section 7.2 of Google's search quality evaluator guidelines specifies PQ as vital as YMYL or your money and your life pages. It says that YMYL pages affect the well-being of people now and in the future. A few of it include safety, financial, safety, and others. And Google expects YMYL pages to come from reputed sites and the content creators to have a higher level of authority and expertise. In general terms, YMYL pages sell products and provide services that impact users' health, safety, happiness, and financial stability. Any misinformation on these pages of medical advice, financial recommendations, and others will have serious implications on the searchers' life and livelihood.
Google's E-A-T principle rewards sites producing high-quality content that provide the best answers for relevant search queries. It is also to reduce the visibility of the low-quality content and the website. Google wants E-A-T or expertise, authoritativeness, and trustworthiness for the YMYL pages. As said before, they do not directly help in rankings but provide insights into what Google considers as the best user experience. E-A-T is a concept or principle of Google to determine whether your business or site and its content. And it is not easy to replicate it as it is not a single source or metric but what information that Google evaluators gather around the web to improve the algorithms that determine the ranking of Google pages.
Many like you want to improve E-A-T for YMYL pages to satisfy readers and achieve on-page SEOs. However, it is easier said than done as per the insights of Google's John Mueller on the importance of E-A-T for YMYL sites in Google Search Central SEO hangout in 2021. He said that it is not one simple approach to improve E-A-T, especially for the medical content. Further, he said that the content and site improve the E-A-T according to how the search quality evaluators perceive it to provide feedback to algorithms that determine the rankings. He also said it is not about tactics but legitimate business backed by trustworthy sources. Hence the following ways will help you to improve E-A-T for YMYL pages.
The above facts and ways will surely help you improve E-A-T for YMYL pages and for others to take care of the safety of the users' lives and livelihood to make it better than worse. And Google considers E-A-T as a vital factor though not for ranking but for providing important feedback to search quality evaluators to determine the algorithms for ranking the content.