Google recently mentioned that the company gives more weight in certain factors for sites where the algorithm detects user queries connected to a YMYL topic. The factors include authoritativeness, expertise, or trustworthiness. The company’s algorithm detects and then adjusts rankings for YMYL queries.
That means Google is confirming that they adjust the weight of the rankings based on the type of query. There were always assumptions that they did this practice for specific industries, like the adult entertainment industry, as well as the health industry and pharmaceutical industry, among others. That means the company is also going to be stricter about evaluating content to ensure pages have high E-A-T as it moves forward. That means E-A-T has become more important in SEO.
What is a YMYL Site?
YMYL stands for a “Your Money or Your Life.” A YMYL site is a site that Google refers to as web pages or content that could impact the quality of people’s lives or finances negatively, The Drum says. These sites ask consumers to make decisions that affect their health, finances, happiness, or safety. If your site asks consumers to spend money, no matter how small the amount, then you have a YMYL site. Ecommerce sites are classified as a YMYL site because they receive credit card information.
What’s the situation?
YMYL pages suffered a hard hit from the latest Google core algorithm updates. That’s a result of the company’s updated Search Quality Rating Guidelines. Many sites saw their traffic suffer massive drops in rankings. After further research, though, it was determined that the sites had technically sound content. The only problem was that they were being outranked by sites that had sound E-A-T content, Search Engine Watch says. If your site has been hit, you’ll need to start paying attention to the E-A-T of your content.
What Can You Do?
By using E-A-T, you can work on many aspects of your SEO campaigns. For instance, showing your credentials on site helps create trust, which not only improves consumer engagement with and confidence in your brand, it also improves your ranking on the SERPs. Fixing your company's online reputation also contributes to better E-A-T. If your site has been hit with E-A-T-related troubles, then you’ll need to determine the issues and find ways to improve them. However, don’t simply focus on areas under E-A-T. Check your user experience as well. Eliminating navigational issues can also help you improve your rankings after the update.
Where Can You Find Help?
Look for a reputable SEO agency to help you determine the issues with your pages and come up with a solid strategy on how to fix them. The plan must also detail ways to improve the quality of your content. Consider an affordable internet advertising company with a trusted reputation, solid track record, and the right service lineup to help you. With a team of experts to help you recover from the massive drop in rankings, you’ll find your pages steadily improving sooner rather than later.