Search engine optimisation (SEO) for those working in the YMYL (Your Money or Your Life) sector is always a challenge. That’s because those websites which operate in YMYL are often most closely monitored by search engines like Google and most scrutinised by users, too; whenever we’re talking about people’s money or their lives, we need to get it right.

In this guide, we’ll explore some of the major factors affecting those businesses in the YMYL sector which includes:

  • Finance
  • Insurance
  • Medicine
  • Security
  • Safety
  • Wellbeing

A complete guide to SEO in the YMYL sector

Download this guide to explore major factors affecting businesses in the YMYL sector and some primary considerations you’ll need to make in your SEO strategies in 2020.

Thank you - you can acess the download here.

What is YMYL and why does it matter so much?

YMYL stands for Your Money or Your Life. But, despite the ‘M’ in the title, it’s not just about money; YMYL actually covers anything that is considered to affect the health, wellbeing, safety or financial security of people.

What exactly is E-A-T?

E-A-T is an acronym standing for Expertise, Authority and Trust. It is covered extensively in Google’s Search Quality Evaluator Guidelines as a core factor in analysing the overall quality of a website.

E-A-T is applicable to all websites, most notably in YMYL for the reasons provided in this report.

How can webmasters in the YMYL sector improve E-A-T ratings?

One thing to bear in mind here is that there is no tangible E-A-T rating – which, in the SEO industry where we love to be data-driven, can be difficult to swallow – meaning it’s not something you can measure or monitor. Instead, we have to rely on common-sense and what users think. At the end of the day, user engagement is what it’s all about!

How can we measure E-A-T?

It is very difficult to tangibly measure E-A-T. As explained in this guide, it is not a ‘rating’ that is measured by a number, nor something we can run through a tool and monitor over time. However, there are clear proxies for E-A-T measurement that all brands investing in it should consider.

Other key considerations for YMYL websites

E-A-T isn’t the only factor to bear in mind when investing in your online visibility as a YMYL brand. As the needs of the online audience continue to evolve, and with technology improving and broadening the opportunities to reach audiences via the web, YMYL sites will undoubtedly be investing in a wide range of activities to support their growth.

Where to focus your marketing strategy in 2020 and beyond

Marketing managers for YMYL sites will continue to face challenges when it comes to promoting their brand online, but there will also be broader opportunities available in the new decade. E-A-T itself will continue to be a core consideration so savvy marketers will need to consider this an integral part of their strategy moving forward. In summary, YMYL websites investing in improving their E-A-T will need to address several factors. 

To read the full white paper and gain an insight into SEO and E-A-T in the YMYL sector download it now:

A complete guide to SEO in the YMYL sector

Download this guide to explore major factors affecting businesses in the YMYL sector and some primary considerations you’ll need to make in your SEO strategies in 2020.

Thank you - you can acess the download here.

Laura Hampton

Head of Digital PR

Head of Digital PR at @impressiontalk specialising in user-centred SEO, digital PR, content marketing and digital strategy. My team won the Best Use of PR in an SEO Campaign award at the European Search Awards 2019. In my spare time, I jump out of planes.

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