YMYL

What is YMYL?

YMYL, an acronym for "Your Money or Your Life," is a term coined by Google to describe content that could significantly impact a person's financial stability, physical well-being, emotional health, safety, or overall quality of life if it is inaccurate, misleading, or deceptive.

Because of the potential consequences of poor-quality information in these areas, Google applies stricter standards to YMYL content, requiring it to be accurate, trustworthy, and created by qualified sources.

Google uses YMYL as a way to judge the quality of website content. Pages get labelled as YMYL if they contain info about things like:

• Financial advice

• Health tips

• Legal guidance

• News stories

Examples of YMYL

Here are some common examples of YMYL pages:

YMYL Topics: What Falls Under This Category?

Google considers the following types of content as YMYL:

1. Health and Medical Advice

Includes:

• Information about diseases, symptoms, treatments, medications

• Mental health guidance

• Diet, nutrition, and fitness plans

Example: An article on managing high blood pressure or a page offering mental health tips.

2. Financial Advice and Information

Includes:

• Investment strategies, budgeting, banking

• Loans, mortgages, insurance, retirement planning

• Cryptocurrency, tax preparation, and financial planning

Example: A guide on how to invest in the stock market or compare home loan options.

Legal Information and Guidance

Includes:

• Information on divorce, custody, criminal defense

• Creating wills, legal contracts, immigration laws

Example: A step-by-step guide to filing for divorce or understanding employee rights.

4. Safety Advice

Includes:

• Emergency preparedness

• DIY repairs or instructions involving physical safety

• Survival guides

Example: A tutorial on rewiring electrical appliances or tips for surviving natural disasters.

5. News and Current Events

Includes:

• Coverage of politics, science, business, and international affairs

Example: Articles reporting election results, public health crises, or geopolitical events.

6. E-commerce and Online Shopping

Includes:

• Websites where users make purchases, especially high-value items

• Platforms that handle user payment data

Example: Product review sites, e-commerce platforms, or comparison shopping tools.

Why are YMYL pages important?

YMYL pages are important for several reasons:

Direct Impact on Users

YMYL pages address topics that can significantly affect a person’s life. Inaccurate or deceptive content can lead to:

• Financial loss

• Health complications

• Legal issues

• Emotional distress

2. Trust and Credibility

Because these pages involve sensitive and consequential topics, they must be created by trusted experts and hosted on credible websites.

Websites that consistently publish high-quality YMYL content:

• Build stronger relationships with users

• Enhance brand authority

• Improve audience loyalty

3. SEO and Search Visibility

Google gives preference to accurate, expert-authored YMYL pages. If your site produces trustworthy content in YMYL topics, it’s more likely to:

• Achieve higher rankings

• Be featured in rich snippets or knowledge panels

• Outperform lower-quality competitors

4. Compliance with Google’s Guidelines

Google’s Search Quality Evaluator Guidelines explicitly state that YMYL content must demonstrate strong E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness. If YMYL pages don’t meet these criteria, they may be:

• Penalized in rankings

• Flagged as low quality

• Excluded from top search results

5. User Satisfaction

High-quality YMYL content results in:

• Greater user satisfaction

• Lower bounce rates

• Higher conversion rates

• Increased brand loyalty and advocacy

YMYL & E-E-A-T: The Critical Relationship

To ensure that YMYL content is safe and reliable, Google evaluates it based on E-E-A-T:

While E-E-A-T is not a direct ranking signal, it guides Google’s quality raters, whose feedback shapes algorithm improvements to reward high-value YMYL pages.

Best SEO Practices for YMYL Pages

To maximize both rankings and credibility, implement the following SEO and content strategies for YMYL pages:

1. Produce High-Quality, Accurate Content

• Base all information on reputable, verifiable sources

• Avoid clickbait or exaggerated claims

• Ensure medical, financial, or legal advice is accurate and up-to-date

2. Demonstrate Author Expertise

• Use bylines with author bios

• Highlight credentials, certifications, or professional experience

• Link to author profiles or external references (e.g., LinkedIn, university faculty pages)

3. Build Authoritativeness

• Earn backlinks from trusted domains

• Encourage user reviews and testimonials

• Get cited by other credible publications or organizations

4. Showcase Trustworthiness

• Use HTTPS encryption

• Maintain a clear and professional About page

• Publish privacy policies, refund policies, and contact details

5. Optimize User Experience

• Ensure mobile responsiveness

• Make navigation intuitive and content scannable

• Avoid intrusive ads or aggressive popups

6. Keep Content Fresh and Relevant

• Regularly review and update older content

• Reflect the latest research, data, or policy changes

• Monitor comments and user feedback for corrections

7. Leverage Structured Data

• Use schema markup (e.g., Article, MedicalWebPage, Product) to help Google understand your content

• Boost eligibility for rich snippets, FAQs, and featured placements

8. Maintain a Strong Social Media Presence

• Actively share expert content on platforms like LinkedIn, X, and Facebook

• Engage with your audience to build visibility and trust

• Social validation adds to your brand's authoritativeness

Takeaway

YMYL content carries a higher responsibility because of its potential to affect people’s lives in critical ways. Google holds these pages to stricter quality standards through the lens of E-E-A-T.

To succeed in SEO for YMYL topics:

• Prioritize accurate, expert-driven content

• Reinforce credibility and trust

• Optimize user experience and compliance

By meeting and exceeding Google's expectations for YMYL content, your website can earn higher visibility, greater user trust, and better performance in search results—while also providing genuine value to your audience.

Related Articles