E-A-T & YMYL: On-Page SEO Tips & Tricks


Written by Jeremy Earle, JD

January 10, 2022

To please readers and meet your on-page SEO objectives, how can you show your content’s E-A-T Here are some guidelines to keep in mind when doing business.

Nowhere else on the internet have people sought trustworthiness as much as they do now, whether it comes from journalists, writers, politicians, or corporations. It doesn’t matter who is providing the information.

Especially in an age of pervasive falsehoods and skepticism toward once-respected news organizations, many individuals are looking for assurances – or even verification – that the information they are receiving is accurate and comes from a reliable source.

Google and other search engines are aware of this.

Search engine optimization is no longer enough to guarantee a top spot on Google’s search results page. Google is now looking for a wide range of characteristics that indicate your website’s expertise, authority, and trustworthiness (E-A-T).

Even though it is not a ranking criterion, E-A-T often appears in Google’s SQE Guidelines. We can learn a lot from these experts about what Google thinks makes a high-quality user experience regarding page quality evaluations for algorithm improvements.

When it comes to Your Money or Your Life (YMYL) information, which can potentially affect a searcher’s livelihood, this is critical. YMYL themes include medical advice, investment suggestions, and mortgage advice.

To please readers and meet your on-page SEO objectives, how can you show your content’s E-A-T

You can go as close to showing your website’s virtue and integrity as possible.

The most difficult part of learning E-A-T is that it is so simple.

Value, dependability, and integrity are all aspects of E-A-T. Providing people with accurate and understandable information is what we mean when we talk about maintaining integrity. E-A-T can’t be faked, and Google can’t be tricked into believing you have it when you’re not.

Because of this elusiveness—the unwavering “realness” of material that is trustworthy and generated by professionals who are specialists—Google has prioritized E-A-T in the manner it has.

A website’s ranking is affected by the existence or absence of markers of trustworthiness that Google engineers have recognized.

Until you’re very competitive, you can get away with not being noticed.

It’s easy to become bogged down in numbers and formulas in a corporate environment that is preoccupied (and a touch spoilt) with numbers, formulas, automation, and programmed answers to every imaginable difficulty.

The best thing you can do if you find yourself in this predicament is to take a deep breath and think about this basic truth:

Your consumer must have confidence in your abilities, knowledge, and track record.

Even if you work in a completely different industry, this advice applies to you. A consumer searching for you online is just as important as a customer standing in front of you in person.

So, the next logical question is: How can I build trust on my website?

E-A-T mastery is what we’ll be addressing in this article.

What Is Google’s E-A-T, Exactly? — Google

High-quality content is the best solution to relevant inquiries, and Google wants to reward those sites that generate it. In addition, the search engine intends to reduce the appearance of sites that post low-quality information.

Now, let’s take a closer look at each E-A-T element.


Particularly in certain fields, it’s critical to demonstrate your knowledge and experience (e.g., legal, financial, medical).

When it comes to content for these sites, Google prefers to be produced by subject matter experts (SMEs) or those with in-depth expertise in the fields being discussed.

General or extremely specialized, this information is available.

Google also acknowledges “daily expertise,” which it terms “common knowledge.”

In the Search Quality Evaluator Guidelines, the business describes this concept:

Expertise isn’t required for all subjects. Reviewers often go into great depth about their experiences with items or places they’ve visited. Many people contribute their wisdom and experiences on forums, blogs, etc.

Expertise in a subject may be conferred to these persons by their own experience.

‘Everyday knowledge’ is valued above ‘formal’ schooling or training. Thus, we won’t punish the person, website, or website that creates the material if it seems that the individual is an ‘expert’ on the issue.

Making a Start on the Project

Google wants to connect to websites that contain valuable, comprehensive, relevant, and accurate material — and this makes perfect sense.

Visitors to your website are looking for solutions to pressing issues. A formula for SEO catastrophe would thus seem to be the provision of erroneous, useless, or obsolete material.

As a search engine, Google doesn’t want its customers to be directed to websites that provide false information or intentionally mislead them.

As a result, you should ensure that the individuals responsible for creating your content are knowledgeable about the subject matter and have access to reliable resources for doing research and fact-checking.


What it means when it speaks about “authority” here is “reputation.” The more respected you are as a source of information inside your sector, the more power you have.

They will search the web for evidence that you are a credible source of information in your field of expertise when Google assigns one or more raters to your site. News items, reviews, citations, and even Wikipedia entries will be searched.

The raters need to see whether you (or your website) have a high degree of expertise in the topic you cover. The more authoritative your site is, the better it will rank.

Do all you can to make it appealing and shareable.

Linkability is another measure of authority on your website. The quantity and quality of backlinks are still among the most important ranking factors.

It’s not a secret at all.

The more votes a link receives, the more authoritative (or popular) it is considered.

Even if they know your name, it’s difficult to persuade them to vote for you. The same is true for “votes” on your website.

When people (both inside and beyond your field) acknowledge your competence, you have achieved a level of authority.

Whether it be a link, remark, sharing, or any other sort of reference, that acknowledgment may come in many forms.

Isn’t it like your internet reputation is like your authority?

That’s because it is, in a sense. To establish yourself as an expert in your field, you should create relevant material.


Ideally, you want your brand or company to be trusted by your customers and for them to promote or purchase from you.

To gain the confidence of online users and search engines, you must work just as hard as you do in the “real world.”

By displaying the qualifications of your content providers and your website, you can build trust with your audience. Think about prizes, endorsements, testimonials, and other forms of credibility.

Your website’s visitors must have faith in the information they discover there.

On the other hand, Google wants to rank websites and material it can trust. In 2018, Google rolled out an upgrade known as the Medic Update, which favored material with a reputation for being well-researched. This upgrade gave marketers a clear indication of Google’s focus on E-A-T.

Google’s YMYL idea is similarly based on trust.

What Does YMYL Stand For?

YMYL stands for “Your money or your life” and refers to websites that sell items or provide services or information that may influence the well-being of consumers, their health, or their financial security.

During March 2021, Google Search Central SEO hangout, John Mueller gave some insight into the relevance of E-A-T to YMYL webpages.

. I don’t believe that there is a single solution to it. Moreover, I believe that our algorithms should be particularly discriminating regarding medical material. As a result, I’d closely look at the quality rater criteria and consider how the quality raters could see your website.

We go to the quality raters if we want to know what we should be doing in our algorithms. As a result, I highly encourage you to do so. When it comes to these sites, I believe it’s more about verifying that the company is genuine and backed up by credible sources than focusing on the strategies.

As a result, it’s not enough to just produce high-quality content and distribute it through syndication. A doctor or other medical practitioner with credentialing should write or generate the content.

When it comes to YMYL, the bottom line is simple: Make sure that whatever information you post on your website is beneficial to your audience.

Create a sense of security for your customers.

Google will reward you if you treat your customers well.

What is the significance of E-A-T to your SEO?

For as long as I can recall, Google has emphasized the need to produce high-quality content. The best material, of course, is at the top of Google’s list of suggested results.

Google considers E-A-T in some way. Therefore, you should as well.

Be aware that E-A-T covers many websites, including those devoted to rumors, fashion, comedy, discussion boards, and FAQs.

Thus, your website qualifies as E-A-T as well.

The most important thing you can do is focus on providing valuable content for your target audience. Adding these pages to your website is an excellent way to improve its search engine rankings.

It’s a lot simpler to say than to accomplish, of course. To begin, you should know exactly what Google means when it says “high-quality content.”

So What Exactly Is “High-Quality Content?”

You must have a goal in mind while creating any kind of material. Your consumers, clients, users, or readers should profit from your material.

The Search Quality Evaluator Guidelines state that high-quality sites have the following characteristics in common:

  • High degrees of expertise, authority, and trustworthiness (E-A-T).
  • Enough high-quality core material, including an informative or useful title.
  • Satisfying information on the website and information on who is in charge of it (for shopping pages or those that enable financial transactions, this includes satisfying customer service information).
  • I possess a solid online reputation as a source of the page’s primary material.
  • If the website’s reputation is different from that of the content producer, a favorable reputation for the content creator.
  • According to Google’s standards, the best sites (including YMYL pages) will have an extraordinarily high degree of E-A-T.

What Exactly Is Low-Quality Content? –

The antithesis of high-quality material is low-quality content.

If a website’s only objective is to propagate hatred or hurt or mislead or deceive its visitors, it should be given a low ranking by Google. That’s what the search engine company says.

Google penalizes websites with low-quality content if high-quality material helps them rank better.

It’s doubtful that Google would place your website at the top of its search results if your material is erroneous, irrelevant, or detrimental to the user experience (SERPs).

Low-Quality Pages Often Have the Same Traits

A low-quality page has the following criteria, according to Google’s standards:

  • Expertise, Authority, and Trustworthiness are all lacking on this page (E-A-T).
  • The main content (MC) is of poor quality.
  • As a result, the page’s MC content is lacking.
  • The MC’s name is sensational or overstated.
  • We place ads or subsidiary material (SC) to detract attention from the main character (MC); we place ads or subsidiary material (SC).
  • There is not enough information regarding the MC’s website or the MC’s author (no good reason for anonymity).
  • The website or the MC developer has a moderately unfavorable reputation based on significant reputation research.

Content with a low E-A-T score is of poor quality. Your website will be penalized for poor content, which will result in a loss of important visitors and conversions as a result of low search engine results.

How to Boost the E-A-T of Your Website

It’s my sincere hope that you now have a better grasp of the significance of the E-A-T acronym.

Since your website content must be high-quality and SEO-friendly, how can you accomplish both goals?

When developing fresh material, keep these guidelines in mind.

A Byline and Bio Is Essential To Identifying Your Authors.

Consider the last time you visited a blog and saw posts written by “Admin” or another anonymous author. Is it safe to use? What do you think?

No, there isn’t.

“Journalistic professionalism” is a recommendation from Google’s rules.

To maintain a high level of professionalism, every piece of information you publish should include the author’s name — their byline.

According to Search Engine Journal, the bylines of its articles are highlighted as follows:

Identify All of Your Content Writers and Editors.

All of your content providers should have their bios prominently displayed on your website, whether they’re writing blog posts, articles, or Q&A pages.

The creator of your material should be acknowledged as a subject matter expert in your industry. If this is the case, then it should be brought to attention.

An option is at the bottom of the article or even on a separate bio page that includes the author’s previous work.

Search Engine Journal combines both of these activities. Every SEJ article has an author’s box that looks like this:

When you click on [Read complete bio], you’ll be sent to my entire bio page, where you can learn more about me and my work.

Creating a Bio Page: What You Should Include

  • A decent bio page should include the following:
  • The in-depth description of self.
  • Photo of the head.
  • A brief biography and the title/position held are also required.

Information on reaching us (e.g., email form, social media).

Users (and Google) will easily identify the author of the article and evaluate their E-A-T by doing all of this.

2. Make It Simple For People To Get In Touch With You

Is it straightforward for people to contact you when they land on your landing pages?

They should be able to figure out how to access customer service swiftly.

Remember that E-A-T looks at your website as a whole. You’re About Us and Contact Us pages should be included in either your main or footer navigation.

3. These pages should be on your website immediately if they aren’t there.

The Executive Editor of Search Engine Journal, Danny Goodwin, says: “You have to determine whether or not to upgrade or eliminate your old or obsolete information.” 3. According to Goodwin, SEJ leaped on this approach and quadrupled the site traffic in less than a year.

Pruning information that no longer serves a purpose or is so bad that it’s not worth the effort of updating or improving is a simple approach to boost your E-A-T.

Creating a New Look for Your Content

Content deletion should be the last choice, but if it is necessary, proceed without delay. Any material that seems to have low E-A-T should be identified, and strategies to reverse that should be found.

There are several methods you may boost your E-A-T, such as:

  • Write the text with the help of someone with greater authority.
  • Quotes, facts, and/or citations from experts may all be included in your paper.
  • Improve the readability, grammar, spelling, and organization of the piece by making a few easy changes.
  • Expand the scope of the article to include additional details.
  • Create a fresh and improved title for your article.
  • Add visuals, such as charts, screenshots, and photographs, to your content (and make sure to optimize those images).
  • A video may be added for those who prefer that format than merely reading (this has the added benefit of potentially keeping visitors on your site longer).

Your website’s E-A-T and performance will considerably increase if you take the time to elevate your content. Any YMYL page has to go through this procedure.

Create a Positive Image for Your Company

Both your company’s and your E-A-growth T’s are dependent on your brand’s reputation.

Thought leadership is one method for doing this. Insights that your target audience finds useful might motivate them to take the next step toward conversion.

Thought leadership material of high quality is beneficial for winning, retaining, and expanding a company. This will also help you establish yourself as an expert in your field and get the confidence of Google.

Make sure you’re not disappointing your audience with your thought leadership!

Find out more about the benefits of thought leadership here.


How important is it to get an E-A-T?

In my view, this is the improper thing to ask. Let’s put the importance of ranking variables aside for a while and focus on the needs of your target audience.

Suppose you follow Google’s E-A-T recommendations to the letter. In that case, you’ll be providing your audience with relevant, helpful, and high-quality material that they desire and need to complete a job (e.g., acquiring knowledge, buying a product).

As a result, you’re making your customers happy.

Anything that benefits your users will help you rank well in Google’s search results and drive the kind of traffic and sales you desire.

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