Have you ever wondered why some web pages seem to dominate Googleโs search results, especially when it comes to health, finance, or legal advice? The answer lies in a concept called YMYL in SEO. But what exactly is YMYL, and why does Google treat this content with such scrutiny? Understanding this could be the key to improving your rankings and building trust with your audience.
In this blog, we’ll explore what YMYL in SEO is, why it matters, and how you can improve your content to meet Google’s standards using concepts like EEAT and EAV triples.
What is YMYL in SEO?
YMYL in SEO stands for โYour Money Your Lifeโ and these are those webpages that have a significant impact on a userโs well-being. This includes topics like:
- Health: Medical advice, nutrition, or exercise routines.
- Finance: Investments, loans, or tax information.
- Safety: Legal advice, driving rules, or survival tips.
- Happiness: Life coaching, mental health advice, or relationship guidance.
Google pays special attention to YMYL pages because poor-quality information can lead to serious consequences for users. These pages require a high level of accuracy, often needing expert input, verified data, and clear, authoritative content.
YMYL Pages with E-A-A-T and EAV Triples
What is E-A-A-T in SEO?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is one of the key criteria Google uses to evaluate the quality of YMYL content.
Letโs break it down:
- Experience
Google values content written by people with real experience. For example, a blog on ‘how to improve communication skills for interviews‘ written by someone who has successfully done well in interviews or helped others would be more trustworthy and helpful.
- Expertise
Expertise refers to the depth of knowledge the content demonstrates. For example, a finance blog written by a certified accountant will rank higher than one written by a general blogger with no credentials.
- Authoritativeness
Authoritativeness looks at the creator’s reputation in the field. Google evaluates signals like backlinks from credible sources, mentions in authoritative publications, or professional credentials.
- Trustworthiness
Trustworthiness involves the overall reliability of the content and website. Is the information accurate? Are there references to credible sources? Is the website secure (HTTPS)?
What are EAV Triples in SEO?
EAV (Entity, Attributes, and Value), also known as Semantic Triples is another framework used in SEO, especially when structuring and optimising data for search engines. Itโs crucial in the context of YMYL because it helps Google understand and validate the relationships between entities, their characteristics, and their associated values.
1. Entity
An entity refers to the subject or object being discussed. Examples include:
- An Academy: ” Best Digital Marketing Academy in Kerala.“
- A campaign: “Social Media Awareness Drive 2025.”
- A product/service: “SEO Optimisation Packages.”
2. Attributes
Attributes describe the characteristics or properties of the entity. For example:
- For a brand: “Specialisation: Content Marketing, SEO, PPC Advertising.”
- For a campaign: “Platforms: Instagram, LinkedIn; Duration: 3 months.”
- For a service: “Features: Keyword Research, On-Page Optimisation.”
3. Value
Values represent the specific details tied to attributes. Examples include:
- For a brand: “Location: Kozhikode; Experience: 10+ years in the industry.”
- For a campaign: “Reach: 500,000 users; Engagement Rate: 8%.”
- For a service: “Cost: โน6500/month; Customer Satisfaction Rate: 95%.
In SEO, structuring data with EAV ensures that search engines can efficiently interpret the content. Tools like schema markup play a vital role in implementing EAV principles.
The Role of E-E-A-T and EAV Triples in Search Rankings
Googleโs algorithms are designed to prioritise high-quality content. YMYL pages that lack E-E-A-T signals are likely to rank lower, as they fail to meet user trust expectations. Conversely, pages that score high on E-E-A-T and EAV triples are rewarded with higher rankings, improved visibility, and greater user trust.
How to Optimise YMYL Pages with E-E-A-T and EAV Triples
1. Conduct Thorough Research
For YMYL topics, rely on credible data sources such as:
- Health: Mayo Clinic, WebMD, WHO
- Finance: Forbes, Investopedia, government tax websites
- Legal: Harvard Law Review, government legal portals
2. Add Author Bios
Showcase the expertise of your writers. Include credentials, awards, or relevant experience to build trust.
3. Use Secure Platforms
Ensure your website has HTTPS and displays trust signals like privacy policies, contact information, and certifications.
4. Cite Authoritative Sources
Provide links to reputable websites to verify your claims. For example:
- Health blogs should cite medical studies or doctors.
- Finance blogs should link to financial institutions or government guidelines.
5. User Reviews and Testimonials
Positive reviews and testimonials enhance credibility and trustworthiness, especially for YMYL topics.
6. Use Structured Data
Use schema markup to help Google understand the context of your content. For instance:
- Author Schema to highlight the expertise of contributors.
- Medical Schema for health-related content.
Final Words
YMYL in SEO is all about creating high-quality content on topics that can significantly impact people’s lives, such as health, finance, and legal advice.
By following Googleโs E-E-A-T guidelinesโExperience, Expertise, Authoritativeness, and Trustworthinessโand structuring your content using EAV Triples, you can build trust with your audience and improve your rankings. Simple steps, such as adding expert author bios, citing reliable sources, and using structured data, can make a significant difference in how Google and users perceive your content.
The future of SEO lies in creating content that truly matters. If you want to learn how to do this effectively, our comprehensive digital marketing course in Calicut is the perfect place to start. From understanding the basics of marketing to mastering advanced frameworks, you’ll gain the skills needed to excel in the digital marketing field.
Enroll today and take the first step toward becoming a marketing expert.
Frequently Asked Questions (FAQs)
What does YMYL stand for in SEO?
YMYL stands for “Your Money, Your Life” and refers to web pages that impact users’ well-being, such as health, finance, and safety content.
2. Why is YMYL important for SEO rankings?
Google places higher scrutiny on YMYL pages to ensure they provide accurate and trustworthy information, as these topics can have a significant impact on users’ lives.
3. What is the role of structured data in YMYL pages?
Structured data, like schema markup, helps Google understand the context of your content, improving rankings for YMYL pages.
4. How can I improve my YMYL pages?
To improve YMYL pages, add expert author bios, cite credible sources, use structured data, and follow Google’s E-E-A-T guidelines.
5. What is E-E-A-T in SEO, and how does it relate to YMYL?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a key criterion Google uses to evaluate the quality of YMYL content.

Deepna K V
She is an experienced content writer with a passion for storytelling, copywriting, and SEO. Her engaging narratives and persuasive copy have helped multiple brands enhance their online visibility through creative and optimised writing.
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