5 Things You Need to Know about EAT and YMYL:

EAT and YMYL: 5 Things You Need to Know

Know this: EAT and YMYL matter to you. EAT and YMYL are keys to creating better page content. Better page content means better search engine results rankings.

So, what does this mean to you? It means you need to make EAT, YMYL, and your page content a priority. But we get it – you don’t have the time or desire to become an EAT and YMYL expert.

We want you to know that you can stop reading now and contact us at Know Agency.

Let our team get to work on creating high quality page content that meets Google’s EAT and YMYL standards for page quality.

1. What does EAT stand for?

EAT stands for: Expertise, Authority and Trust. Google uses these three metrics to measure and quantify your website’s ability to be a leader in your field.

Expertise means you need to prove that among all other websites in your field, you are considered to be the expert in the field. You need to demonstrate your expert skills or knowledge in your field.

Authority means you need to demonstrate that the person writing the blog or other page content is an authority in your field. For example, this page was written by me – Jane Phelps, CEO of Know Agency and an industry-recognized expert in SEO and digital marketing.

Trust is key to getting people and Google on your side. Google measures your website trustworthiness by analyzing your backlinks. The more trustworthy the domain backlink – the more trust you get from Google.

EAT is used by Google’s Search Quality Raters team to evaluate the quality of your website and other search engine results.

2. What does YMYL stand for?

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.

Think of topics like finance, health, medical advice, or legal advice.

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 is exactly why you need to be recognized by Google as an expert, authoritative, and trustworthy voice in your field.

A low YMYL or EAT score causes the Search Quality Rater team to give your site a low quality rating. This means your site will likely no longer be listed at the top of the search engine results page.

3. What is a Search Quality Rater?

A Search Quality Rater: works for Google and is responsible for measuring the quality of search engine results.

Think of these people as the quality assurance or customer service team. Their goal is to make sure high quality content ranks high in Google 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.

These Google employees rely on Search Quality Evaluator Guidelines to guide them in their review and analysis process.

4. Content quality matters more than ever

EAT and YMYL mean that your website content must immediately establish expertise, authority, and trust.

This means you need professionally written, researched, and edited content.

You might be an expert in your field, but if you post a website update that is riddled with spelling errors or doesn’t help your users – it hurts your search engine ranking.

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

Remember, more is not better. Quality content wins every time. Use a writer who knows EAT, YMYL, SEO, and lives and breathes writing quality content for the web.

Contact us to learn how you can work with Know Agency writers and editors.

5. EAT and your SEO

Your EAT score, as determined by the Search Quality Rater team, impacts how well you rank in search engine results.

The good news is that many of the same principles of good SEO can also help your EAT ranking.

Hint: you can contact us at Know Agency to get our expert SEO advice.

It’s important for your SEO and EAT ranking that you:

  • Regularly update content
  • Have 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

What Does EAT and YMYL Mean for Your Website?

EAT and YMYL mean that you need to take a close look at your website.

It’s time to do an audit of your website content and design to make sure you’re establishing expertise, trust, and authority.

It’s time to work with professionals who are up-to-date with the latest Google requirements.

It’s time to let experts in SEO, digital marketing, and content be responsible for how your website ranks and performs.

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.