In a recent webinar, Ezoic SEO Specialist Zach shared insightful knowledge on two critical concepts that define how we approach content creation and website authority: E-A-T (Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money Your Life).
Zach began by exploring what E-E-A-T and YMYL really mean. These acronyms are more than just buzzwords; they're the compass that guides Google's Search Quality Raters. In niches where accuracy and trust are paramount—think finance, medicine, and societal issues—E-E-A-T and YMYL are the benchmarks for content that rises to the top.
But why should you care? Because Google cares. Their documentation on creating reliable content puts a spotlight on expertise and authority. It's not just about peppering your site with keywords anymore; it's about building a foundation of trust with your audience and the search engines.
Zach shared high-level strategies to help you demonstrate E-A-T on your website. Let's take LifeWired.com as an example. This tech news magazine has mastered the art of establishing authority. How? By crafting an 'About' page that goes beyond the basics. They include detailed team descriptions, their fact-checking process, and editorial guidelines—all of which build credibility.
When considering how to further demonstrate E-E-A-T on your website, ask yourself: “Why am I the absolute BEST result for this keyword? What am I providing that NO ONE ELSE is providing? Why should you trust me?”
About Us page
Home page
Category pages
Author links
Editorial guidelines
Review Guidelines \ Recipe Guidelines \ Medical Guidelines
Forum Engagement \ Being involved within surrounding communities
Social media presence \ Authority shown outside of Google
The answer to these questions should be on each of your pages!
But it's not just about what you say; it's about how you say it. Creativity and personalization are your allies in the battle for trust. Engage with your community, maintain a robust social media presence, and let your unique voice shine through.
The same critical thinking should be applied when determining the authority of your own content. Why are you the best result for a keyword? What unique value are you providing? Why should anyone trust you? These aren't just hypotheticals; they should be the litmus test for every page on your site, from your home page to your social media profiles.
Do you have an authoritative and in-depth About Us page that answers the questions above?
Do you have an engaging and creative homepage that provides excellent answers to the questions above?
Do you have well-organized Category pages that logically follow a keyword research strategy and answer the questions above?
Do you have Author links within each of your articles that lead to authoritative author pages that answer the questions above?
Do you have reliable, creative, and authoritative Editorial guidelines, separated from your content, that answers the questions above?
Review Guidelines \ Recipe Guidelines \ Medical Guidelines
Are you actively involved with different communities within your niche, such as Reddit, quora, or other forums?
Do you have a strong social media presence that actively promotes your content and authority?
Your category pages are the roadmap that guides users through your site. They need to be well-organized, keyword-savvy, and answer the questions I mentioned earlier. And don't forget about the power of author links—each article should connect to an authoritative author page that bolsters credibility.
Creating reliable, creative, and authoritative content starts with solid editorial guidelines. These are your playbook for consistency and quality, setting you apart from the competition.
To truly stand out, you need to be different. Look at what your competitors are doing and then do it better. Offer something unique, engage with your niche community, and always, always keep your social media game strong.
The path to SEO success is paved with expertise and authority. Be creative, be personal, and most importantly, be likable. Keep asking yourself the key questions to ensure your online presence is as strong and authoritative as possible.
I hope this blog post has given you a clearer understanding of E-A-T and YMYL and how you can apply these principles to your own website. Remember, it's a marathon, not a sprint. Building a trustworthy online presence takes time, but with these strategies in hand, you're well on your way to SEO success.
If you're an Ezoic publisher, you can watch a recording of Zach's webinar here and register for future webinar events here.
Written By: Sarah Clow
Sarah is an experienced publishing industry leader responsible for organizing independent, publisher-only events; including some of the largest ever held at Google. Sarah is Ezoic's Director of Marketing.
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