EAT and YMYL
What is YMYL?
YMYL stands for Your Money, Your Life.
In the world of SEO, we talk about YMYL pages.
A page is considered as such when it offers content that has a direct impact on the life of the Internet user.
In Google's own words, “Certain types of pages can potentially impact the future happiness, health, financial stability or security of users.”
A YMYL page is rewarded for helping its visitors to manage their personal life
Your Money, Your Life, is the meaning of YMYL, an expression that Google popularized in August 2018 during the launch of the major so-called Medic update of its algorithm.
This expression was created to qualify the pages that accompany us on a daily basis by delivering useful information.
Google appreciates them and therefore rates them more generously. These include pages that deal with medical, financial, legal, security, economic, official, legal and insurance issues. It should also be noted that the pages of e-commerce sites including an online payment page are also included. The appreciation of this category of pages by the American giant aims to encourage people to create trusted sites delivering quality, controlled and reliable information.
When the conditions of quality and quantity are met, the search engine rewards them with privileged and lasting positioning in the search results pages.
Google Search Quality Raters are human beings who evaluate pages and rate them according to strict specifications.
Pages that want to claim YMYL status therefore have an interest in being flawless.
The YMYL qualification of a page is based on Google‘s EAT (Expertise, Authority and Trust)
The judgment of the American search engine is relentless. It is based on criteria which are firstly the expert character of the content of the page, secondly the authority exerted by this content and its author (s) and third, the confidence offered by the information on the site shared by the page. What is understood by “expertise” is the level of knowledge considered to be high of the author of the content when this author has a certain reputation on the Web. What “authority” means is the assurance of the reliability of the content imposed by the tone used to present it. What “confidence” implies is the guarantee offered by the site as regards its reliability thanks to the information concerning it which is published there.
In short, the page that claims to be YMYL must demonstrate its merits.
As soon as content considered sensitive by Google turns out to be unfounded, biased or distorted on a page, the engine considers the latter to be fraudulent and implements the penalty procedure.
The parade for a non-fraudulent site but which risks being misjudged by the EAT procedure consists in providing verifiable information in an “About” page, in devoting a page revealing the authors involved in the content, in taking care of the spelling just as much as grammar and to ensure consistency between the different presences of the structure on the Web.