What you need to know about SEO and Content Marketing: YMYL vs. EAT.

SEO is something content marketers must constantly improve and tweak. SEO practices that are relevant today may not be applicable tomorrow.

SEO is not about keywords. Companies must understand the differences between EA-T and YMYL when developing or improving SEO strategies.

We’ll be breaking down these concepts and discussing how they affect SEO and content marketing in this post.

The Key Takeaways

Google uses two principles to measure the content’s quality: E-A-T (or YMYL). They impact ranking.

Search engines also use the benefit purpose factor to rate page content.

The best way to get top rankings is to create consistent, high-quality content that is user-focused.

E-A-T and YMYL: The Essentials

Google is very secretive about how its search ranking algorithm works. SEO experts play detective to find the answer, but Google sometimes offers a peek at the secret.

Google’s Search Quality Evaluator Guidelines were released in response to an online leaked version. It is 175 pages long, so it is full of details.

The overview focuses on Search Quality Raters. These are people who “rate” various parameters such as Page Quality (PQ) and Needs Met(NM). The guide is intended for Search Quality Raters but provides context for content marketers. These are just clues and not the final answer to search ranking.

This document contains a lot of information, but the real gem is the explanations of critical models that they use to determine whether the content is high or low quality.

It is essential to know that Google ranks quality based on its ‘beneficial purpose.’ This sets the stage for EA-T principles and YMYL principles.

What is Beneficial Purpose?

Google’s guide defines beneficial purposes as pages and websites that are useful to users. Pages that harm or deceive users will be given the lowest PQ rating.

According to the document, pages should be user-centered. Everyday beneficial purposes include sharing information, entertaining others, selling products and services, and answering questions. Google places its users first and expects websites to do the same.

What is YMYL?

This is another aspect of rating and ranking. Google clearly states that deceptive or dishonest pages won’t rank well. YMYL goes one step further by defining content as inaccurate or untrue information that could cause harm to a person. Google will label it YMYL if misinformation harms the user’s happiness or safety.

What is E-A-T?

E-A-T doesn’t determine your PQ. Google suggests it as one of five (see the entire excerpt below).

Raters will evaluate a page to determine if it serves a valuable purpose to decide whether it is YMYL content. The non-YMYL pages are not subject to the same rigorous review as those. How does Google use E-A-T to assess PQ?

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