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EAT and YMYL in SEO: 4 Tips for Creating Content That Ranks

George Konidis
George Konidis

Creating quality content for YMYL pages is quite challenging. A marketer needs to build trust and visibility by consistently offering relevant and shareable content to the target audience.

Everyone's talking about creating high-quality content; yet, few can successfully create content that wows their audience and impresses Google. Clearly, "high-quality content" is more than a buzzword. 

In its endeavor to offer quality search results to its users, Google is constantly refining its algorithm to rank pages based on the quality of content they carry. Not just this, the search giant also has a team of search quality raters that evaluate pages based on Google's search quality guidelines. Therefore, to rank high, your content should not only be informative and easy to consume but also satisfy Google’s algorithms and human quality raters. 

This is especially relevant to YMYL (your money, your life) pages as they affect a person’s quality of life, health, happiness, safety and financial stability. Check out this white paper from Google that clearly states the significance of improving the EAT score for YMYL pages. 

So, how do you create content that ranks? Dive in to learn the top tips for writing quality content for YMYL pages.

Focus on content relevance and consistency.

Consistently sharing relevant content can significantly improve your EAT rating as it makes your website look authentic and believable. It also shows that you care about your audience and take extra care to align your content with their needs and interests.

Content relevance fetches results! In fact, according to an infographic by Content Science, effective content is the one that's useful and relevant to the target audience. The content strategy firm analyzed to measure the impact of content relevance and usefulness on its effectiveness. They measured effectiveness using the ContentWRX score that applies an algorithm to come up with a score of one to 100 to represent content effectiveness.

They found that content that's relevant and useful was the most effective in driving conversions.

Share high-quality main content.

The main content of the web page should satisfy its purpose. As you can see in the screenshot below, the quality of the main content is critical to your site's EAT score. Google wants to make sure that the reason why a person visited a YMYL page (gathering information, getting advice or making a purchase decision) is being fulfilled through the main content. 

Make sure you share useful and relevant main content that meets the purpose of the page. Lay special emphasis on content accuracy, originality and comprehensiveness. Also, remember to get rid of distracting or misleading advertisements and popups that can adversely impact the content quality and ranking. 

Use long-form content.

Google’s quality raters are looking for in-depth articles that offer complete information on a specific topic. Long-form content not only gets a higher ranking but also resonates with the audience and helps establish the site's authority and credibility in the given field. 

Viperchill, a marketing blog, put together data from different domains to determine the average post length each of these niches should target for maximum traffic and conversions. According to the analysis, the YMYL posts in the domains, such as marketing, finance and personal development should ideally be longer than 1,000 words. 

Another study conducted by BuzzSumo and OkDork reveals that content with a length of 3,000 to 10,000-words has the potential to go viral. So, the rule of thumb is to create long-form content that can not only elevate your brand visibility but also boost conversions. 

Finally, create an impressive About Us page that introduces your business and the working staff and talks about your vision and mission. This page will not only enhance your reputation but also boost your trustworthiness as people get to know about the brand they are dealing with. 

Involve an expert. 

Check out what Google's John Mueller has to say about creating content for YMYL pages. In this video, he shares that if you are writing on a topic that's not your area of expertise, your content will not rank high in authority and expertise, giving it a "shaky foundation." Instead, you should involve an expert boost the authority and trustworthiness of the webpage, thereby allowing search quality raters to give it a higher EAT score. 

Getting an expert to write content for your YMYL page gives it a stamp of approval and helps you get a higher EAT score. Communicate authority by involving a subject-matter expert who is well-recognized in the niche and has valid certifications that support their expertise. Further, mention the author’s credentials to show that the content is coming from an expert.

Notice how Investopedia includes information about the content contributor on each of its YMYL pages. Add the author's bio, certifications, awards and credentials on the blog post to boost the authority of your content. Alternatively, you can create a separate author's page to show that the content is written by someone who is uniquely proficient in the subject. Finally, add auxiliary information like the author's contact details or customer service information to show that actual humans who care about the audience are writing the content. 

Include case studies and testimonials.

Google pays special attention to the trustworthiness of the content posted on YMYL pages as these pages make a significant impact on the reader’s life. Therefore, you should work towards showing Google your commitment towards sharing high-quality, accurate and the latest content in your domain, thereby boosting your site's trustworthiness. 

One of the obvious ways of achieving this is by sharing real-life case studies from customers who have used your products or services. These case studies should share how you improved their quality of life or made a positive impact on their business. Don't forget to mention their names or include their business logo with a link to their site. This will make your content look trustworthy, improving your EAT rating. 

Finally, including customer testimonials on your web page will add credibility to the content you share. Definitely include the contributor's name, city, company and position. These details will show Google that the testimonials are from credible sources, improving your EAT score. 

Pay attention to the SEO ranking factors for YMYL content.

Besides creating an awesome About Us page and including the author's biography, it's important to pay heed to the SEO factors that Google uses to rank the YMYL web pages. Consider the below-mentioned questions to make sure your YMYL content ranks. 

  • Which other web pages or content are you linking to the page?
  • Does the content answer the audience’s queries and doubts?
  • Does the content justify the topic you intended to touch upon?
  • Does your page or the links have bugs or show 404 errors? 
  • How many affiliate links does your page have? Google’s algorithms are experts at finding out whether or not you are transparent about the affiliate link.
  • Are you disguising an advertisement or sponsored content as main content? If yes, the main content will receive a poor rating.

Wrapping Up

Creating quality content for YMYL pages is quite challenging and cannot be achieved in a day. A marketer needs to build trust and visibility by consistently offering relevant and shareable content to the target audience. Use the tips shared in this post to create good-quality content and improve your site’s online reputation. 

Image Credit: Rawpixel / Getty Images
George Konidis
George Konidis Member
George Konidis is the co-founder of Growing Search, a Canadian based digital marketing agency providing optimal SEO and Local SEO services worldwide. He has worked on some of the largest online brands in the world with an overall contribution of over 15 billion monthly impressions. George works with clients to help scale their search efforts, develop content marketing ideas, and contribute to their overall growth strategies.