EAT and YMYL: What You Need to Know if You Want to Rank in Google

EAT and YMYL: What You Need to Know if You Want to Rank in Google

EAT and YMYL are critical to creating quality page content that helps you rank in Google.

Google confirmed this very fact with its February 2019 whitepaper, titled: How Google Fights Disinformation.

For the entire Know Agency team, this whitepaper confirmed what we’ve been saying for a while now: quality content is key to your ranking in Google.

To create and deliver quality content that ranks – you must adhere to Google’s EAT and YMYL recommendations.

Plain and simple. There is no getting around it – EAT and YMYL matter to how you rank.

Google says this in its whitepaper. Read pages 13 – 16 in How Google Fights Disinformation. You’ll be glad you did.

Now, I know that you’re busy and that you’re not an SEO, search, or digital marketing expert.

That’s why the Know Agency team is here. Feel free to stop reading now and contact me to find out how Know Agency get you on track with EAT and YMYL.

What You Need to Know About EAT and YMYL

This is what you need to know about EAT and YMYL:

  • EAT stands for: Expertise, Authority and Trust. Google uses these metrics to measure and quantify your website’s ability to be a leader in your field.
    • Expertise: you need to demonstrate your expert skills or knowledge in your field.
    • Authority: you need to demonstrate that the person writing the blog or other page content is an authority in your field.
    • Trust: Google measures your website trustworthiness by analyzing your backlinks.
  • YMYL stands for: Your Money, Your Life. YMYL pages are those that could contain information that has a huge impact on your money or your life.
    • Google’s Search Quality Guidelines, section 2.3 state: Some types of pages could potentially impact the future happiness, health, or wealth of users. We call such pages “Your Money or Your Life” pages or YMYL.
    • This emphasizes why you need to be recognized by Google as an expert, authoritative, and trustworthy voice in your field.
  • A Search Quality Rater: works for Google and is responsible for measuring the quality of search engine results.
    • Search Quality Raters evaluate the latest Google algorithm updates and verify that these updates are working as intended.
    • In other words, ensuring that pages that demonstrate EAT and YMYL requirements are ranking.
    • Read How Google Fights Disinformation – page 14 – to learn more about Search Quality Raters.
  • Your EAT score is determined by the Search Quality Raters team.
    • This score directly impacts how well you rank in Google search engine results.
    • It’s important for your EAT and SEO ranking that you:
      • Regularly update contentHave a well-designed website
        • Provide useful and authoritative content on every page
        • Use backlinks to other experts
        • Give advice that people can use and trust
        • Include your author bio and contact information
        • Create single-subject pages

EAT and YMYL mean that your content quality matters more than ever.

The recent early-March Google core algorithm update has had positive impacts on YMYL websites and content. Learn how the Florida 2 update is changing how YMYL sites are ranked.

How Google Fights Disinformation – What You Need to Know

This is what you need to know from How Google Fights Disinformation:

  • Our products are designed to sort through immense amounts of material and deliver content that best meets our users’ needs. This means delivering quality information and trustworthy commercial messages, especially in contexts that are prone to rumors and the propagation of false information (such as breaking news events).
  • Information is organized by ‘ranking algorithms’.
  • These algorithms are geared toward ensuring the usefulness of our services, as measured by user testing, not fostering the ideological viewpoints of individuals that build or audit them.
  • Ranking elevates the relevant information that our algorithms determine is the most authoritative and trustworthy above information that may be less reliable.
  • Our ranking system does not identify the intent or factual accuracy of a given piece of content. However, it is specifically designed to identify the sites with high indicia of expertise, authority, and trustworthiness.
  • Google’s algorithms identify signals about pages that correlate with trustworthiness and authoritativeness. The best known of these signals is PageRank, which uses links on the web to understand authoritativeness.
  • To perform these evaluations, we work with Search Quality Evaluators who help us measure the quality of Search results on an ongoing basis. Read the Search Quality Rater Guidelines.
  • Evaluators assess whether a website provides users who click on it with the content they were looking for, and they evaluate the quality of results based on the expertise, authoritativeness, and trustworthiness of the content.

How to Improve Your Content Quality – So You Can Improve Your EAT and YMYL Scores

To improve your content quality you need professionally written, researched, and edited content.

Think of what makes you trust a page: cited research, author credentials, useful backlinks, helpful information, and visible contact information.

To improve your content quality and EAT/YMYL scores, you need to do the following:

  • Audit your website. Make sure your website content and design establish expertise, authority, and trust.
  • Include an author bio and byline to every post. This tells Google who is writing the content and establishes content expertise and authority.
  • Make sure you’re not copying or duplicating content from other sites. Your content needs to have its own voice, tone, and message.
  • Remember the about us content. Let Google’s Search Quality Evaluators know who you are and why you’re writing content about your niche.
  • The quality of your backlinks is key in establishing your EAT and YMYL scores. More is not better when it comes to your backlinks. Hint: Know Agency can review your backlinks and get them working for you instead of against you.
  • Make it easy for your website visitors to contact you. Use a Contact menu heading to make this straight-forward and simple.

Remember that EAT, YMYL, and SEO are connected. The better your EAT and YMYL scores, the easier it is to reap the benefits of professional SEO and search to help you rank in Google.

Professional SEO and search can’t pick up the slack for poor content quality

The best content won’t rank if you don’t pay attention to the key principles of SEO and search.

This means it is time to take actionit’s time to contact the Know Agency team to learn how we can work together to give you the Google rank you need and deserve.

Contact Know Agency for professional advice you can count on.

About the author
Jane Phelps is the CEO/Partner at Know Agency. Jane is the main point of contact for our clients and handles all aspects of in-house SEO demands. This includes providing SEO training, competitive analysis, keyword research, algorithm analysis, and the review of all new content to ensure SEO best-practices are followed. Jane holds a Master’s Certificate in Online Marketing from the University of San Francisco, is BrightEdge Certified and is the head of the BrightEdge User Group in Atlanta, GA.