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It’s essential to remain updated with the current SEO trends and best practices to increase your website’s exposure and organic traffic. The terms “Expertise, Authoritativeness, and Trustworthiness” (EAT) and “Your Money or Your Life” (YMYL) are crucial in the field of SEO. We’ll explore the definitions of EAT and YMYL in this blog post, as well as their importance for SEO and how you may optimise them to improve the functionality of your website.


EAT is an abbreviation for Expertise, Authoritativeness, and Trustworthiness. These three elements are crucial in figuring out the calibre and reliability of a website’s content. EAT is especially important for websites that offer information on health, finance, law, and other subjects that greatly influence consumers’ lives.

Search engines like Google try to give people the most trustworthy and correct information possible. Websites with these three qualities are more likely to rank higher in SERPs. The quality of the external sources cited, the website’s reputation, and the content writers’ skills are some of the criteria used to assess EAT.


YMYL is an abbreviation for Your Money or Your Life. It refers to websites that directly affect consumers’ happiness, financial security, physical health, or sense of safety. Websites that offer medical advice, financial planning, legal information, and news about current events are examples of YMYL websites. Search engines hold YMYL pages to a higher standard because of the possible repercussions of erroneous or misleading content.

EAT and YMYL Optimization

  • Authoritative and expert content: Focus on providing high-quality content that exhibits experience and authority in your field to boost your website’s EAT. Invest in thorough research and deliver reliable, up-to-date information. Consider employing subject matter experts or partnering with prominent authors to increase the credibility of your material.
  • External sources with credibility: Citations and references to reliable sources should support your information. Linking to credible websites in your area increases the legitimacy of your material and tells search engines that you value accuracy and dependability.
  • Professional writers and contributors: Include bios or profiles of the authors that highlight their credentials and expertise. Users and search engines can assess the knowledge and reliability of the material using this information.
  • User reviews and testimonials: Encourage visitors to post reviews or testimonials on your website, if appropriate. Positive user comments, especially for YMYL websites, can help establish trust and authority. Ensure the objectivity and integrity of these reviews.
  • Robust about and contact pages: To build confidence and trustworthiness with consumers and search engines, clearly display your contact information, including a physical location and phone number.
  • Secure website and privacy policies: Use appropriate security measures such as SSL certificates to safeguard user data and guarantee a secure surfing experience. Your website should have a privacy policy that is very clear about how user data is gathered, kept, and utilised. If data privacy issues are disclosed openly, it increases user trust.
  • Knowledge of E-A-T fields: Expertise in specific areas gives your EAT more weight and aids search engines in determining the legitimacy of your material.


For your website to succeed in SEO, it is crucial to comprehend and optimise EAT and YMYL, mainly if it deals with subjects that affect consumers’ lives and money. Boost your website’s presence in search engine rankings and build credibility with your audience by emphasising experience, authority, and trustworthiness. Remember to provide high-quality information, acknowledge reliable sources, and emphasise knowledgeable writers, user security, and trust.

Priyanka Chitre

Author Priyanka Chitre

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