Google is the most popular search engine in the world, and in order to stay that way, it needs to produce results that are fast, relevant, and high-quality. Now, it’s got the fast bit down pat—many queries take less than a tenth of a second. But fast results don’t mean much if they’re not relevant, valuable, and high-quality. So, how does Google achieve these requirements? Algorithms, of course.
When it comes to relevance, Google looks for specific keywords, as well as other factors such as who made or wrote the content, if it’s accompanied by photos, the length of it, and its specificity.
Valuable and high-quality, however, are a little more complex. To be valuable to a user means to provide information they can trust from people who actually know what they’re talking about. This is where the EEAT algorithm comes in.
What is EEAT?
Google’s systems consider a variety of factors when it comes to determining the quality or value of content. To ensure the results are right for the user, Google examines the experience, expertise, authoritativeness, and trustworthiness (EEAT) of the pages it might return to a user. It’s just one of the factors mentioned in Google’s Search Quality Rater Guidelines (SQRG).
Google first introduced the EAT algorithm in 2018, standing only for expertise, authoritativeness, and trustworthiness, but in 2022, it updated the algorithm to include experience, accounting for the fact that some topics, such as reviews and some advice, need to come from a person with direct experience with whatever they are discussing. So, how does Google judge these four key qualities in the content it evaluates?
‘E’ for Experience
Experience is all about ensuring that content demonstrates first-hand experience with the topic at hand. Google prioritises this content to ensure that the writers behind the words on the page are the right people for the job, rather than just anyone looking to get clicks and views. Website authors can demonstrate their experience through an author biography, personal anecdotes, and behind-the-scenes insights—all of which work together to demonstrate the author’s unique position to tell the story they’re telling.
‘E’ for Expertise
While direct experience is one thing, expertise is another. It doesn’t matter how many personal anecdotes you have if the information accompanying them is incorrect. Creators can demonstrate expertise through presenting well-researched, evidence-based, factual content that reassures both Google’s algorithms, and readers, that their website is a reliable source.
‘A’ for Authoritativeness
Experience and expertise both play into authoritativeness—which is essentially a page’s ability to show that it is an authority on the subject matter it discusses. Consistency is important to authoritativeness; keeping your content consistent in style, quality, and subject matter helps show that you are a reliable source of information. Building a positive reputation among other experts and sites is also beneficial, particularly if they share their support through links to you and your content.
‘T’ for Trustworthiness
Content that audiences trust is content that converts; it’s as simple as that. There are many factors that contribute to trust, but transparency, ethical considerations, and open communication are just some of the considerations at play for readers and viewers. Websites can prove their trustworthiness by being open and honest with their audience, sharing their values, and asking for feedback, comments, and other communication, as well as by responding promptly when it is received.
So why did EEAT come about? Well, as you know, the internet is a wonderful place filled with a wealth of information, but unfortunately, this information isn’t always accurate, or created with the best intent. This is disappointing—and in some cases—dangerous. Imagine having a health symptom that you’re worried about, Googling it, and being given the wrong information. Of course, you should go to the doctor anyway, but we’d be kidding ourselves if we said we weren’t looking for answers on the internet while we wait for that appointment. Being given the wrong information could cause unnecessary stress and anxiety, or worse, could leave you thinking a serious health concern is completely fine, and not going to the doctor at all.
Websites that provide health information like this are what Google calls ‘Your Money or Your Life’, or YMYL, websites. YMYL pages don’t just cover health though; they include anything that has the potential to impact your life—so information on health, money, safety, and wellbeing all fit under the umbrella of YMYL.
Your Money or Your Life (YMYL)
So, what is YMYL content? Content categorised as YMYL by Google spans just about any topic that can affect a person’s wellbeing. It doesn’t matter if the content is purely informational, advice, personal opinion, news, or a review, if the topic at hand has the potential to impact a person’s wellbeing, it’s categorised as YMYL content.
As previously mentioned, pages offering health advice are just one type of content categorised as YMYL, as they have the potential to pose a serious threat to a person’s safety, health, and wellbeing if they do not meet the EEAT requirements. Say a reader is looking for advice about how to treat a migraine. The wrong advice could potentially be very dangerous. What if they take a medication recommended by a website, but the website doesn’t mention that it can’t be mixed with other medications, and they take it anyway, despite being on a prescription—the reader could end up incredibly unwell.
Similarly, news articles about conflict or dangerous events need to be accurate. Imagine someone who lives in a region experiencing bushfires is looking for evacuation information and the article they find gives them out-of-date advice from authorities. Again, this could be incredibly dangerous. The risks posed by these situations, and countless more, are why Google introduced the EEAT algorithm.
This all sounds very serious, and that’s because it is. YMYL topics are those that have the potential to cause serious harm. In contrast, topics like reviews of different clothing brands, or information about an upcoming event, are unlikely to cause any type of harm, and therefore are not considered YMYL topics.
Your Money or Your Life SEO
If you create content that falls under the YMYL category, you’ll need to consider EEAT in your SEO for YMYL strategy. EEAT and YMYL go hand in hand regarding SEO best practices, as Google scrutinises YMYL pages more harshly than other types of content, and it’s more likely to prioritise pages that demonstrate adherence to the EEAT requirements.
In order to optimise your YMYL site in accordance with Google’s preferences, you’ll want to avoid keyword stuffing, use relevant internal and external links, add tags, alt text, and an appropriate meta description, and of course, ensure you’re following EEAT.
Implementing EEAT on YMYL Websites
There are a few simple strategies you can use to implement EEAT on your YMYL website.
Interview and Collaborate with Experts
To ensure your content hits the mark when it comes to ‘expertise’, you need to include expert comments, advice, or opinions on your web pages. If you yourself are an expert on the topic at hand, make that clear in the content. If not, interview and collaborate with people who are, and make that clear.
Provide Author Bios and Information
Author bios are a crucial part of telling Google and your audience who you are and why you are a trustworthy voice in the industry or area you’re providing information on. An author bio provides context for readers; for example, if you are discussing a medical issue, and are a qualified and registered doctor, telling readers this through an author bio shows that they can trust you. Similarly, it sends Google information about who you are and why your expertise and experience make you a trustworthy and authoritative voice on the subject.
Build Up Your Site’s Reputation
A positive reputation is critical to your YMYL site’s success. Build a strong reputation online by guest blogging on other sites, building up a profile of quality backlinks, and creating a name for yourself as the person behind the content. If other sites or publications link back to yours, Google will look at you more favourably.
Enlist the Help of SEO Professionals
All of this can be a bit overwhelming, and it’s difficult to get right if you’re not a professional. If you’re feeling unsure about doing all of this for yourself, you might find it’s best to enlist the help of experienced digital marketing professionals local to you, like an SEO agency in Melbourne. This way you’ll have the insights and expertise of someone you can trust, and none of the stress that comes with trying to figure out a complicated system for yourself. If you’re worried about the digital marketing services cost, you can speak to your preferred agency about different options, they’ll likely have various packages for you to choose from, and can tailor services to you.
Google’s algorithms can be intimidating, but remember that the most important, and the best thing you can do for your website, is create content that is authentic and engaging. Doing this will go a long way in not only creating content that audiences are actually interested in, but also in appealing to EEAT. Google’s algorithms are constantly evolving, so stay up to date, continue to adapt as you go, and you’ll be well on your way to a successful YMYL website.
If you’re looking to enhance your YMYL website with human-written, quality content, then get in touch with WebOracle today to discuss copywriting services and SEO packages.
