The article answers the questions:
What is Google EAT and YMYL?
How to create content that will rank well with Google?
How to create content that complies with Google EAT and YMYL?
Contents:
What is Google EAT and YMYL?
On EAT and YMYL websites, content is the king
Google EAT – What exactly do these guidelines mean?
How to create content according to EAT guidelines?
How do I create content that complies with Google’s YMYL algorithm update guidelines?
Summary – Websites, and EAT and YMYL
What is Google EAT and YMYL?
In 2015, Google revealed criteria for evaluating websites in uk companies email list of expertise, authoritativeness, and trustworthiness. And it is these words that the acronym EAT (Expertise – Authoritativeness – Trustworthiness) refers to. These are key metrics not only for the content published on the site, but also for the pages and subpages as a whole; for example, they check such elements as the ease of contacting the author.
Importantly, EAT can have different meanings depending on the subject of the site. Of course, the most thoroughly "checked" sites are those whose subject matter can significantly affect our health, finances, safety and well-being. These are websites with the YMYL (Your Money Your Life) theme. However, YMYL is not only such obvious topics as medicine and treatment of diseases, but also less obvious ones, such as shopping in online stores that collect data from users' credit cards. This also ultimately affects our safety and financial management.
On EAT and YMYL websites, content is the king
Many factors influence Google's recognition of a website as expert and credible, such as the speed at which the page opens or the size of graphics and photos, but not all of them are as important as EAT.
It is easy to notice that in the case of YMYL , Google places much higher value on the concept of the content and topic of the page (quality content and topic) than on the page as a whole (page), which is why in the case of YMYL pages, content has priority when crawled by bots. This change was introduced in 2018 and caused a significant reshuffle on the results pages in the Google search engine for pages with medical and health content, which is why it is commonly called the "medical update". Since then, conversion on YMYL pages has somewhat faded into the background - it is still important, but the content and compliance with EAT requirements are more important. The user is supposed to make purchasing decisions not based on convincing arguments and sales tricks, but on your knowledge and the usefulness of the product or service for their health, financial status or simply well-being.
What changes have been introduced and how can you use them to create good content for YMYL sites ?
Google EAT – What exactly do these guidelines mean?
How exactly should we understand the EAT acronym and translate it into content published on the website?
Expertise – expertise; content on the site should be created by experts in their industry or field. As specialists, they should have the appropriate qualifications and knowledge that allow them to write on a given topic. On YMYL sites, this is really important – after all, no one wants medical content to be created by people who are not doctors or have no connection with this profession;
Authoritativeness – authoritativeness, or whether the page and its content have authority among readers. This guideline results directly from the expertise of the page – if experts speak on it and the content is substantive, the page will gain authority and trust;
Trustworthiness – credibility; will your site’s visitors find it trustworthy? Will the browser find it trustworthy? Note that credibility is built not only by high-quality content, but also by the technical aspects of the site – the lack of an SSL certificate or 404 errors definitely do not inspire trust.