Websites that deal with subjects capable of having an important effect on people's lives, health, financial stability or safety are classified by Google as YMYL (Your Money or Your Life) websites.
Because the information served will have rather serious consequences for users, the content of these YMYL sites asks for care and responsibility. In parallel with that, what Google demands of the quality and trustworthiness of YMYL websites is higher than for other sites.
YMYL is the expression used to describe important, consequential website subjects such as health and money.
What are the themes of YMYL websites?
YMYL websites play an important part in our daily lives. They serve us information and support for making decisions on subjects such as these:
- Health: medical advice, information about illnesses and treatments, dietary advice
- Money: financial advice, information about investment products, loans and insurance
- Law: legal advice, information about laws and contracts
- E-commerce: online shopping, product reviews, payment methods
- News and politics: information about current events, political analysis
That is why the quality and trustworthiness of the information on these websites carries great weight. Wrong or misleading information can end in serious losses for users, both financially and in terms of health.
Which subjects are YMYL?
| YMYL themes | Possibly a YMYL subject | Not a YMYL subject |
|---|---|---|
| Health advice | Fitness and nutrition tips | Hobbies and entertainment |
| Financial advice (investments, loans, banking) | Legal advice on everyday problems | Travel blogs |
| Safety instructions (product safety, for instance) | Product reviews | Entertainment (films, music) |
| Legal advice (laws, court proceedings) | Parenting tips | Personal blogs |
| News about political events | Buying a home and property advice | fashion and lifestyle |
| Medical information about particular illnesses | Business advice | Games and apps |
Google's assessment criteria for YMYL websites
To secure the quality and trustworthiness of YMYL websites, Google uses various criteria to assess them. We can separate those criteria into the categories below:
Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T)
We have looked at E-E-A-T a good many times before on the Türk SEM blog page. E-E-A-T carries a great deal of weight for every site.
- The proven expertise of the authors and of those responsible
- A transparent presentation of qualifications and experience
- The site's established authority and trustworthiness in the sector
- A positive reputation through awards, reviews and citations
Quality content
Google's tolerance for wrong or steering information on YMYL sites is very small.
- The accuracy, relevance and currency of the information
- A presentation that is clear and user friendly
- The wholeness and balance of the content
- A scientific basis and citations to reputable sources
For instance, sharing where you took a piece of statistical data from, and which piece of research it came out of, will bring you a positive response on a YMYL site.
Transparency of information sources
- Sources and authors clearly identified
- Links given to reputable, trustworthy sources
- Avoiding misleading or wrong information, and not publishing it on the site
A positive reputation
- Positive reviews and user experiences
- Recommendations from experts and other trustworthy sources
- Avoiding negative reporting and controversy
Security and privacy
- Personal and sensitive data protected
- Compliance with the data protection laws in force
- A transparent data protection statement and security measures in place
Measures for meeting Google's requirements
To follow Google's guidelines and secure good visibility in the search results, the managers of YMYL websites and SEO specialists should take the following measures:
- Applying the criteria above consistently across every area of the website
- Reviewing the content regularly and updating it in line with new data
- Putting quality assurance measures in place
- Transparent communication with users
Tips for building high quality YMYL websites
1. Content that carries expertise:
- Be sure the content of your website is produced by experts with proven expertise in the relevant field.
- Give your readers clear information about the authors and their qualifications.
- Publish the references and reviews of happy users to build trust.
If you use WordPress, an author box lets you give readers information about the author.
2. Trustworthiness and sources:
- Cite only reputable sources, such as scientific studies, expert articles or the websites of government bodies.
- Link to further sources so that users can know where the information came from.
- If you publish sponsored content, identify it clearly.
3. Currency and accuracy:
- Review your content regularly and update it when it is needed.
- Be sure all the information is current and accurate.
- If you see a mistake, correct it at once.
4. Plain, understandable language:
- Use clear, understandable language that people outside the profession can follow as well.
- Avoid jargon and technical terms.
- Structure your content clearly and plainly.
- Follow the grammar rules of the language you write in.
5. User feedback:
- Offer users the chance to give feedback about your website.
- Use that feedback to improve your website.
- Answer user questions and comments promptly and warmly.
6. Security and data protection:
- Protect the personal information of your website's users to the highest standard.
- Put suitable security measures in place.
- Inform your users transparently about how their data is used.
Extra tips:
- Use engaging images and videos to complete your content.
- Build clear, user friendly navigation.
- Optimize your website for the search engines (SEO).
- Promote your website on social media and other channels.
- Reach your subscribed users with email marketing.
In Closing
Do not forget that building high quality YMYL websites takes time and effort. The tips above will help you build a website that holds accurate information, that is trustworthy and that is user friendly.
