When ranking your website’s content, Google analyzes hundreds of factors, which they summarize through expertise, authoritativeness, and trust — E-A-T. Websites that meet Google’s guidelines will automatically rank higher simply because they’re more credible than websites that don’t.
Another aspect that Google considers when ranking content is whether topics fall under the umbrella of “Your Money or Your Life” (YMYL). For instance, content about purchasing stocks, undergoing heart valve surgery, or evacuation routes from a war zone are all YMYL topics.
What to Know About E-A-T
Showing Google that your content meets its E-A-T guidelines is a process that involves the following steps:
You must first create quality content that is original and helpful. You don’t want to copy articles directly from your competitor’s websites: You want to put your unique spin on the subjects you discuss.
Next, you’ll want to ensure that people know who is writing your articles. Your website should include clear contact information and details about your business on an “About Us” page. It’s even better if you have an author byline for all your blogs that links to a short biography about the author in question.
Finally, you’ll want to build up trust in your industry. Trust doesn’t come easy, and it often will take time to develop, especially if you’re a new business. Google ranks the trustworthiness of your content according to the number of backlinks you have from established domains, like news websites and industry publications, among other factors.
YMYL Content Gets Extra Scrutiny
Content that falls into the YMYL category receives additional examination from Google. After all, topics that impact a person’s health or finances can have serious repercussions if they provide bad advice.
For instance, you probably wouldn’t write an article telling people trying to lose weight to stop eating for six months. If they took your advice, they might shed some pounds but encounter severe nutritional deficiencies and other medical complications.
If your business is in the YMYL industry, you’ll want to source any facts or advice your articles provide from reputable sources, such as governmental or educational websites. You can also source from news organizations like the New York Times, Harvard Business Review, or Forbes. You don’t want to link to niche websites unless they have a strong domain and offer verifiable information.
Another part of building a solid reputation in the YMYL industry is backlinks. You want quality backlinks to your content from sites people trust. Of course, major organizations won’t link to your website unless you have content that stands apart from your competitors and benefits their readers. They won’t risk their reputation on an unknown resource with few connections. You’ll need to build your credibility, which takes time and effort.
In the YMYL Sector, You Must Consider Google’s E-A-T
If you rely on your website for leads and sales, you can’t afford to ignore Google’s E-A-T requirements, especially if you operate within any YMYL industry, like medicine, law, or finance. Each article you publish should be authoritative and factual, or Google will penalize your website with low rankings, and you’ll find it hard to build the audience you need to be successful.
If you are a business owner that regularly publishes YMYL content, Net Profit Marketing can help you improve your website’s SEO. Contact us for a consultation today.
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