Most businesses trying to increase their organic search traffic are familiar with the benefits of content creation. Developing helpful content that covers a range of topics provides more opportunities for users to discover the information and explore the brand further.
However, topics online can have different levels of importance associated with them. For example, getting advice on how to change a spare tire is very different than wanting to know how to effectively lower a credit score or best practices when using first aid during an injury.
These more serious topics related to financial or physical well-being are referred to as YMYL, or “Your Money Your Life,” topics by Google. Because of the seriousness surrounding information or advice given on these topics, Google labels them differently from other content types online.
Below, we’ll cover why being strategic about YMYL SEO is so important and the best practices you can follow when incorporating this type of content on your site.
Why YMYL Matters in SEO
The reason why YMYL content has its own classification is that the information it contains can have a real-world impact on people. This is especially the case when providing users with medical advice or tips that could positively or negatively impact their finances.
Because of the risks associated with ranking this type of content higher on search engines, Google takes extra precautions when validating how the information is sourced. When you dedicate content pages to YMYL, they will be scrutinized differently, and you’ll need to adjust your SEO strategy accordingly.
When creating YMYL content, you have the burden of proof that you’re a reliable source of this type of information and you’re credible enough for Google to trust what you have to say. This not only helps to weed out unhelpful content from search results, but can actually be essential for ensuring user safety.
The Role of E-E-A-T in YMYL
While there are multiple ways that Google verifies the credibility of YMYL content, its E-E-A-T guidelines have become a go-to benchmark it uses to validate the credibility of content it finds. These guidelines stand for:
- Experience - Content news to show that it’s backed by firsthand knowledge of a topic and isn’t just sourced from other places online.
- Expertise - Information should be authored by credible sources, including individuals with proven qualifications in the industry and backed by professional degrees or certifications.
- Authoritativeness - Tips, best practices, guidelines, or any other instructional information should be backed by solid research and supported by the brand's good reputation in the industry.
- Trustworthiness - Content written should be verifiable from other trusted sources and backed by credible evidence that shows the information provided is safe to follow.
Categories of YMYL Topics
Obvious YMYL Topics
Some topics are clear-cut YMYL because any wrong information presented in them could potentially lead to life-changing side issues. Some of these obvious YMYL topics include:
- Health - Any content discussing medical conditions, treatments, drugs, nutrition, or health symptoms.
- Finance - Advice related to financial investments, tax filings, insurance or loan advice, or how to make significant purchases like a home.
- News - Any type of reporting based on important current events (locally or internationally), politics, business-related news, or science topics.
- Civic/Legal - Information about voting, government programs, legal rights, or court processes.
- Safety - Guidance on product safety in vehicles or airlines, preparing for certain types of emergencies, or workplace hazards.
Possible YMYL Topics
There are certain topics that aren’t always considered YMYL topics; however, depending on the context in which they’re used, they could be categorized this way by Google. Some of these examples include:
- Parenting - Advice on a child’s health, development, or educational decisions.
- Family - Content dealing with major relationships, adoption, or other significant family matters.
- Daily Life - Helpful information on finding a job, renting or buying a house, or choosing different professional services.
- Travel - Information about travel warnings, safety in potentially dangerous locations, or visa rules.
Unlikely YMYL Topics
Certain topics are usually considered safe from YMYL classifications. These topics don’t typically inform the public about making any life-changing decisions. These topics can include:
- Entertainment - Movie reviews, video game news, music, and celebrity gossip.
- Sports - Game scores, team updates, and event coverage.
- Lifestyle - General interest topics like hobbies, home décor, or casual recipes.
- Fashion - Style advice, clothing trends, and product reviews.
How Google Evaluates YMYL Content
Google search algorithms are designed to identify YMYL content based on guidelines. The core element that Google considers when evaluating the accuracy and trustworthiness of YMYL is the source of the content and the transparency of the information.
YMYL content should be considered very high quality by readers, as it provides comprehensive coverage of a primary topic or idea. This means it should clearly answer the primary questions being asked while offering a balanced perspective. Due to the sensitive nature of most YMYL subjects, any claims or advice given on the topic should be backed up by credible sources and provided by authors with verifiable credentials on site.
If the content provided is low quality, clearly AI-generated, and doesn’t present real value to the reader, it’s most likely that Google will flag it with a high chance of not getting indexed or ranked.
Best SEO Practices for YMYL Pages
If your business is in an industry where YMYL content is likely to be published, there are some important best practices you should follow to maximize the value of your SEO efforts:
- Back Up Your Claims with Reputable Sources - Make sure every claim you make on a topic has a supporting statistic or reputable source you can list. This helps to give your content more credibility and trust.
- Feature Experts and Display Their Credentials - Try to have your content written by real subject matter experts with proven credentials in the industry. This validates the information you’re publishing and connects the content with individuals highly experienced in their field.
- Earn Backlinks and Mentions from Authoritative Sites - The more credible websites or online resources you’re able to get backlinks from, the more trust you’ll gain from Google’s web crawlers. Make sure to avoid spammy link-building tactics, as this will only hurt your rankings long-term.
- Maintain Professionalism and Keep Content Updated - Your content should always be kept up-to-date and modified if new information is released on the topic you’re writing about. This makes sure your website is always viewed as a “relevant” source of information and not strictly focused on evergreen content.
FAQs
Why is YMYL important in SEO?
YMYL classifications are important to know since they’re treated differently by Google when ranking content pages with this type of information. Understanding Google’s position behind sharing this type of content with its users will help you ensure you’re following the strict guidelines required to be considered a valid source of this type of information.
What is E-E-A-T, and why is it important for YMYL pages?
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is the foundational structure that all YMYL content needs to follow. This is used to help Google filter out unhelpful or even dangerous information from reaching users. By following these guidelines carefully when creating YMYL content, there is a much higher chance of the information being ranked, and it will only help to support other SEO initiatives you have in different areas.