The History of Truth: Google’s E-E-A-T & YMYL

by Samuel Pordengerg Mar 15, 2023 News
The History of Truth: Google’s E-E-A-T & YMYL

Millions of people use the search engine every day to find information on a wide variety of topics. The truth of the matter can sometimes be important in some topics.

Someone is searching for the laws of a city. Maybe they want to know more about a medical condition. As they prepare for filling, they may be trying to better understand the tax code. There could be dire consequences if a decision is made based on incorrect information. The information that is presented to its users is accurate and reliable, and that's something that has been taken into account by the company.

Changes have been made to improve the quality of its search results. The emphasis on Your-Money-or-Your-Life is one of the most important changes. Why are YMYL and E-E-A-T important for search?

The October 25, 2019, Google BERT Update

We should look at the BERT update of 2019. It was supposed to be the biggest change to search in recent years, and it would have an impact on both search rankings and featured snippets. Better understanding language and word use based on the surrounding copy and context is what the BERT update aims to do.

There are two very similar queries with different meanings and search intent. The appropriate results for each query would be provided by the difference.

An example is a website that sells medical products. There is a chance that the two sites could have the same goal, but each would have its own intent. It is important for the search engine to understand the differences between the intent and context of the information on the sites.

The context of the content it crawls would now be better understood by the search engine. It would be possible to better understand the search intent for a given query. E-E-A-T would be applied to the results by the BERT update.

What Was Google’s Original E-A-T?

The concept of E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, andTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia.Trademarkia

  • Expertise refers to the level of knowledge and skill that the author of a web page has in their field when considering the content and how it’s presented.
  • Authoritativeness refers to the reputation of the content, the website, and the author within the industry. It also helps if other reputable sites link to the content, which helps to indicate its value. 
  • Trustworthiness refers to the overall accuracy, reliability, and transparency of the information presented on a website or web page. Are experts writing about YMYL topics? If applicable, are there links to support any claims made? Is the content accurate and consistently updated? These are some questions that can help us understand how Google determines trustworthiness.

The score of a page may be referred to as the "E-A-T score" There is no such thing as an E-A-T score that can improve rankings. E-A-T is one of the guidelines used by search quality raters. When giving feedback about search quality, the quality raters look at E-A-T and YMYL guidelines.

There is no E-A-T score that is assigned to pages or that can be improved upon for rankings, so it is possible that E-A-T may have an indirect effect. From the perspective of content creation, E-A-T value refers to how much a page or website meshes with the attributes of expertise, authoritativeness, and trustworthiness.

YMYL pages tend to contain information that can have a big impact on people's lives, so it's important that the E-A-T value is high. Medical conditions are often discussed on forum websites with authority-like detail and relevantKeywords. If the information discussed in those forums is incorrect, there can be problems, but those forum pages are served in search results to users for questions where your money or your life could be impacted.

What is Your Money or Your Life (YMYL)?

When a web page discusses a topic that can have a significant effect on peoples finances, health, safety, or well-being, it is referred to as Your Money or Your Life. Financial advice, medical information, legal advice, news articles, and sometimes shopping pages are some of the pages. There is a high level of scrutiny on YMYL pages because of the information that can be found on them.

When evaluating YMYL content, it is important to look for signals that the author has the qualifications, education, and experience to provide accurate and reliable information. It may look to see how information is presented in a situation where the author is unavailable. It might check to see if the claims are substantiated with links to credible sources.

The closer a topic is to YMYL, the more likely it is to be scrutinized by the search engine.

Google E-E-A-T – The Latest Update for Quality Rater Guidelines

Considering the two helpful content updates in 2022. Some topics are expected to be produced with experience. Adding an extra "E" to E-A-T made it "E-E-A-T" or "Double-E-A-T." The extra "E" is for experience.

Content that demonstrates that it was produced with some degree of experience is what is referred to as experience. Is the actual use of the product included in the product pages? Is travel articles written from the point of view of actually visiting the place being discussed? We can use these questions to figure out the topics and situations where a page might be evaluated.

The December updates to the Quality Rater Guidelines do help the quality raters evaluate the ranking systems. Content creators were encouraged to use them to help evaluate their own work.

Why are YMYL and E-E-A-T Important for SEO?

The primary goal of these abbreviations is to provide the best search experience possible. The best content is served to a search query if the E-E-A-T value of a page is improved.

It's important to those in the digital marketing world if something is important to the search engine. By ranking pages that are written by experts on sites that are considered authoritative sources, and are transparent and trustworthy, Google is incentivizing website owners to make sure their content is accurate. In order to improve search rankings or drive more traffic to a site, an E-E-A-T perspective is needed on content creation.

Content creators and experts should strive to create content that is unique and useful. To achieve that, creators should consider the YMYL nature of a topic, the E-E-A-T value of their own site or page on the subject, and the guidelines likely to apply when evaluating that content for relevancy and rankings. This should help to determine the best course of action for approaching a given topic for content creation and provide users with the best possible search experience.