Google's Quality Standards Mean for Search? EAT, YMYL. - Nummero
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What is EAT definition, and what are YMYL sites? What do these acronyms represent, and what do they mean?

EAT acronym stands for “Expertise, Authoritativeness, Trustworthiness” and YMYL stands for “Your Money or Your Life.”

Check out our in-depth article on how Google guidelines can help with how you write, structure, and publish content to optimize for EAT & YMYL.

If you’ve ever wondered about the way to decipher Google’s ranking algorithm, you’re not alone.

Google is mysterious and tight-lipped about how it works and what changes after each update, to not mention what it all means for SEOs and marketers. 

So, many within the industry resort to detection to work it out and save their page rankings from sinking.

Sometimes, though, Google throws everyone a random, lucky bone.

In 2015, Google released its Search Quality Evaluator Guidelines in their entirety in response to a leaked version making the rounds online.

These guidelines contain three golden keys to how Google looks at sites and the way they differentiate high-quality content from low-quality:

Beneficial Purpose

EAT (Expertise, Authoritativeness, Trustworthiness), or Page Quality

YMYL (Your Money or Your Life)

Technically, the rules function as a reference for Google’s human search evaluators—the people who rate how well Google’s algorithm is doing its job. 

However, due to that, this guide ALSO is an important tool for insights into what Google looks for in a high-quality website.

The answers dwell on EAT, YMYL, and beneficial purpose—what they mean, and the way they apply to content.

Let’s discuss what you would like to understand about each of them.

Beneficial Purpose, E-A-T, and YMYL: The Keys to Understanding Google’s Definition of Quality for sites & Content

The Search Quality Evaluator Guidelines  updated three times: in July 2018, May 2019, and again in October 2021. 

Multiple algorithm updates have happened between now and therefore the original release date, too, including some major Core updates.

This guide references all the knowledge about the present updates and incorporates them into how we understand EAT and YMYL.

Remember, the Search Quality Evaluator Guidelines (SQEG) only give us clues, not definitive answers, on Google’s ranking factors. we will only analyze and infer what it all means.

But, it seems, there’s quite enough to travel on to create sure our content is up to snuff.

Let’s dig in.

Beneficial Purpose: All Websites Must Have It

From the primary update, one of the foremost significant changes the new emphasis on an idea called beneficial purpose.

Google makes regard to beneficial purposes soon within the updated text, in section 2.2: what’s the aim of an internet Page?

“Websites and pages should  created to assist users.”

Specifically, the page should fulfill its intended purpose,

but that purpose also should be user-centered (whether that’s to form readers’ laugh, sell them something, inform them, teach them, etc.).

On the opposite hand, a page created to form money “with no plan to help users” is taken into account rock bottom quality page.

“Beneficial purpose” is referenced again in section 3.2, and is cited because of the initiative of rating a page’s quality:

“Remember that the primary step of PQ rating is to know the true purpose of the page.”

The Google Core June Update in June 2019 emphasized beneficial purpose, too. Google’s spokespeople (specifically John Mueller and Danny Sullivan) 

hinted that sites whose rankings tanked had “nothing to fix” and therefore the update was more broad in scope.

In particular, John Mueller linked to a 2011 Webmaster

 Central Blog that highlighted providing “the absolute best user experience” on your site for better rankings; this strategy is championed over laser-focusing on the algorithm and making your site fit what you think the algorithm wants.

It is about your users, first and foremost. Beneficial purpose plays right into that because it means your site and content should have a user-focused purpose that benefits them.

YMYL: Your Money or Your Life Content

Your Money or Your Life (YMYL) content is the sort of information that, if presented inaccurately, untruthfully, or deceptively, could directly impact the reader’s happiness, health, safety, or financial stability.

In other words, the stakes are high for this sort of content. If you create a YMYL page with bad advice or bad information, it could affect people’s lives and livelihoods.

Google takes this content very, very seriously. Experts with relevant expertise got to write YMYL content.

So, what constitutes YMYL topics? Google gives a rundown in section 2.3

News and current events on topics like business, science, politics, and technology

Government, law, and civics-related topics (voting, social services, legal issues, government bodies, etc.)

Financial advice on taxes, retirement, investments, loans, etc.

Shopping information, like researching purchases

Medical advice, information on drugs, hospitals, emergencies, etc.

Information on people of a specific ethnicity, race, religion, nationality, sexuality, etc.

There are many other YMYL topics, but Google says quality evaluators got to use their judgment to work out whether a page qualifies as YMYL content. 

These pages have to contain the very best levels of EAT, which we’ll get into immediately.

EAT: Expertise, Authoritativeness, Trustworthiness (or Page Quality)

Next up is an acronym you’ve probably seen before if you read any SEO blogs: EAT, short for Expertise, Authoritativeness, Trustworthiness.

The May 2019 update slightly changed the importance of EAT. Now, it’s one think about determining Page Quality, vs. a synonym for Page Quality

Once determined that a page features a beneficial purpose, its level of EAT is carefully considered in terms of whether the content is YMYL. Non-YMYL content doesn’t require equivalent rigor as YMYL content.

  1. Expertise: This refers to the creator of the most content (MC) on the page. Are they an expert on the topic? Do they need the credentials, if necessary, to back that up, and is this information available to read on the website?

Additionally, within the recently-updated version of the rules, 

Google makes an exception for “everyday expertise.” This suggests people with relevant life experience in specific topics  often considered experts—no formal training or education is required. However, this only holds for non-YMYL content.

According to section 4.5, “The standard for expertise depends on the subject of the page.” for instance, an individual who writes detailed and helpful restaurant reviews has everyday expertise if they’re a frequent restaurant-goer and love food.

  1. Authoritativeness: This refers to the MCreator, the content itself, and therefore the website on which it appears. The definition of “ authoritativeness” gives us an enormous clue on what this suggests to Google and websites

Once it’s determined that a page features a beneficial purpose,

its level of E-A-T is carefully considered in terms of whether the content is YMYL.

Non-YMYL content doesn’t require equivalent rigor as YMYL content.

  1. Trustworthiness: “Trustworthiness” a part of E-A-T also refers to the MCreator, the content, and therefore the website.

Being a trustworthy expert and source means people can trust you to supply honest, true and accurate information.

Special E-A-T Considerations

The guidelines have some specific notes on topics that need high E-A-T. 

Specifically, pages containing the subsequent YMYL content got to have specialized expertise behind them:

  • Medical advice
  • Journalistic news articles
  • Information pages on scientific topics
  • Financial advice, legal advice, and tax advice
  • Advice pages on high-stakes topics (home remodeling, parenting, etc.)
  • Pages on hobbies that need expertise, e.g., photography, playing guitar
  • High-Quality Content is Expert, User-Focused Content

To create high-quality content that Google will rank (and rank well), you would like to seem at the three keys found within the Search Quality Evaluator Guidelines: beneficial purpose, E-A-T, and YMYL.


Every page must have a purpose, which purpose must accomplished to profit the user.

Every page needs the proper expertise behind it.

Some pages require higher levels of E-A-T than others thanks to their material. 

Sometimes, for low or non-YMYL pages, the evidence for the expertise is often found within the content itself.

YMYL pages need the very best E-A-T possible. These pages can have an immediate impact on the reader’s lives, livelihood, or happiness.

Finally, remember that Google’s standards are constantly changing. 

That’s because user expectations of search are always changing, too, and Google must continue to remain relevant.

And so does one.

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