Everything you need to know about YMYL

If you’re involved in SEO, you’ve probably heard of the term YMYL. But what are YMYL pages and why are they so important for your SEO? In this blog, we’ll explore this topic in more depth and explain why YMYL is so important for your website’s discoverability.

What is YMYL?

YMYL stands for ‘Your Money or Your Life’. On the internet, there is an endless amount of information available on various topics. Think of information on health, safety or financial matters. If this information is incorrect or incomplete, it can pose a potential risk to the reader. Google classifies this type of information as YMYL content. As the name suggests, the term refers to a reader’s wellbeing, health, safety or financial stability.

YMYL is part of Google’s Search Quality Evaluator guidelines. These guidelines determine the quality of search results, thereby contributing to an improved Google algorithm. As Google aims to provide users with the right content for every search query, it is vital for the search engine that the results are reliable.

Unlike ‘ordinary’ websites and pages, more is therefore expected of pages dedicated to topics such as legal information, medical advice or finance.

What is YMYL content?

YMYL content refers to pages or websites covering topics that can have both a positive and a negative impact on visitors’ happiness, health and financial situations. The term is therefore applicable across various sectors. Google is particularly critical of content that falls under this category.

Here are some examples of topics that are considered YMYL content:

• Legislation and regulations: legal issues and advice across various areas of law;
• Health: medical advice, healthcare, sport, nutrition, and alcohol and drugs;
• Finance: insurance, investments and tax matters;
• News: (inter)national events, political developments, technology and science;
• Safety: terrorism, domestic violence, but also fire prevention and road safety;
• People: different nationalities, people with disabilities, minorities;
• Government and civic affairs: elections, public services, benefits and social housing;
• Purchasing: advice and (shopping) tips for consumers.

If a website falls into one or more of these categories, it is important that you publish high-quality content. If you do this well, you are highly likely to rank highly in the search results. So it’s not just about websites such as hospitals or government sites, but also websites where you make major purchases. Think of expensive holidays, a new electric bike or electronics.

The topics mentioned above require a higher degree of trust and authority than other pages on the internet. This is because these pages can have a real impact on users’ lives. If the information is misleading or incorrect, this can have serious consequences.

The impact on SEO

Because Google aims to display the most relevant results for every search query, YMYL also has an impact on SEO. Google wants to avoid situations where website visitors make decisions based on incorrect information and consequently run into problems. That is why high-quality and reliable information on a website has a positive effect on your ranking in the SERP.

Criteria for achieving a high score

There are a number of criteria that a website must meet, amongst other things, in order to rank well:

• The website is secure and is updated regularly;
• The contact details are complete and up to date;
• High-quality content, created by experts: Content on a YMYL page must be of high quality. It is also important that it meets the user’s needs. Update the page when necessary and correct any errors or inaccuracies;
• Increase authority: The website is recognised by professionals and/or organisations. You can achieve this, for example, through link building;
• Ensure an optimal visitor experience: Make sure visitors can navigate your website easily. It is also important that information is easy to find.

You can also improve the quality of a YMYL website or page by focusing on EEAT. For example, ensure you have a comprehensive ‘About Us’ page or include reviews on your website.

EEAT as part of YMYL

YMYL is often mentioned in conjunction with the term EEAT. This is hardly surprising, as the two terms are closely linked. YMYL operates according to the EEAT (Experience, Expertise, Authority and Trustworthiness) method. EEAT has an impact on every aspect of your website. Furthermore, EEAT is important for YMYL pages because a high EEAT score is essential for a YMYL page to rank well.

Let’s get started!

If you own a website, it is important that you take on the responsibility that comes with providing information. Especially if it affects the well-being of your visitors. Furthermore, YMYL influences your SEO results. Are you ensuring high-quality content and boosting your page’s authority? If so, you’ll be more likely to see your page rank higher in the SERPs. Do you need help with your content or SEO? Then get in touch!