What is YMYL?

YMYL content is ranked differently than non-YMYL content. In a 2019 white paper, Google explained their approach to ranking YMYL pages: “Where our algorithms detect that a user’s query relates to a ‘YMYL’ topic, we will give more weight in our ranking systems to factors like our understanding of the authoritativeness, expertise, or trustworthiness of the pages we present in response.” 

Google also believes that users want them to adhere to the “strictest standards of trustworthiness and safety” for YMYL searches. In an effort to achieve that goal, they look at YMYL content more closely for quality and accuracy. Because of this added scrutiny, it can be more difficult to rank highly for YMYL queries. 

This means you should think carefully about what topics you try to cover, and what keywords you try to rank for, depending on your brand, industry, and goals. Ultimately, Google doesn’t care how you feel about your content or if you believe it deserves to rank by virtue of its existence — they are focused on providing the best, most relevant search results to their users. When it comes to YMYL content, the best results are also factually accurate, up-to-date, and helpful, rather than harmful, to searchers.

YMYL & E-A-T

When ranking YMYL content, Google considers the expertise, authoritativeness, and trustworthiness (E-A-T) of a given page:

• Expertise: Was the main content of the page created by a subject-matter expert? Do they have any credentials or information available online to “prove” their expertise.
• Authoritativeness: Does the content come from an author, brand, or website who is recognized by others as an authority or leader in that field?
• Trustworthiness: Do users trust the author, brand, or website to share accurate, factual, correct information? Does this information come from a reputable and reliable source?

Some topics require higher E-A-T than others, but high E-A-T is an absolute necessity for YMYL queries with real-world consequences. Using this framework, Google can confirm that they’re featuring high-quality authentic content at the top of the SERPs. 

High-Quality Content vs. Low-Quality Content

Google also explains what constitutes high-quality content in the SQEG. Like YMYL and E-A-T, these guidelines are meant to help their contractors assess the quality of the SERPs and pages they encounter in their work. While these may not be direct ranking factors, they do provide useful insight for those looking to succeed with a content-based marketing strategy. Per the SQEG, characteristics of a high-quality page include:

• High E-A-T;
• Enough main content to satisfy readers, including a descriptive title or title tag;
• Enough information about the website or the person responsible for the website to satisfy readers, including customer service information for sites that facilitate financial transactions;
• And a positive reputation for the website, the person responsible for the website, or the author of the main content

Similarly, the SQEG details some of the characteristics of a low-quality page:

• Fails to serve its intended purpose (or lacks one altogether) or provide value to readers;
• Attempts to harm users, including pages that attempt to scam, deceive, or misinform users;
• Promotes hate or violence;
• Has little, low-quality, or duplicated main content;
• Or was written by an author or hosted on a website with a poor reputation.

Many of these standards relate directly to users and their search experience, especially when it comes to YMYL topics. Google wants to protect users from potentially harmful or dishonest content by providing the best, most helpful, and most accurate results. YMYL is, essentially, part of how Google defines high-quality, rank-worthy content.