Google category for pages that impact health, safety, finance, or well-being. Requires high E-E-A-T signals. SEO implication: Stricter
Are you confused why Google seems to hold certain websites to a much higher standard than others? It feels unfair when your site offers great information but still struggles to rank in important categories.
I know the secret behind Google’s strictest rules, and it all comes down to the safety and well-being of the user.
I will explain What is YMYL (Your Money or Your Life)? and give you actionable tips to build the trust and authority needed to succeed in these critical areas.
What is YMYL (Your Money or Your Life)?
What is YMYL (Your Money or Your Life)? is a term for content that could potentially impact a person’s future happiness, health, financial stability, or safety.
Google has extremely high quality standards for these topics because bad advice can cause serious harm to a user.
I focus on proving E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) above everything else for YMYL pages.
YMYL Impact on CMS Platforms
Since the core of YMYL is proving E-E-A-T, I use my CMS features to make my credentials and trustworthiness undeniable on every relevant page.
WordPress
In WordPress, I ensure that all YMYL articles feature a highly visible, detailed author bio with clear credentials, like a medical degree or a financial license.
I use a plugin to display the date the article was last updated to show the content is current and reviewed.
I prioritize security with strong passwords and two-factor authentication to project complete site trustworthiness.
Shopify
For Shopify, which falls under the “Your Money” part of YMYL, I prioritize displaying transparent business information.
I ensure my Refund Policy, Terms of Service, and Contact Information are clearly visible and linked from the footer of every page.
Trustworthiness is proved by having a secure checkout (HTTPS) and a clear, functional customer service process.
Wix and Webflow
These builders allow me to dedicate a clear section to “Our Credentials” or “Meet Our Experts” on the homepage and about page.
I use the design flexibility to embed badges, awards, or links to external licensing bodies.
This easy-to-read validation helps confirm the page’s Authority to the search engine.
Custom CMS
With a custom system, I implement specific schema markup (structured data) to explicitly tag my authors as “Medical Experts” or “Financial Advisors.”
I instruct my developers to ensure the server response time is fast and the site has no technical issues that would hurt the trust signal.
This technical rigor gives Google machine-readable proof of my site’s authority.
YMYL in Various Industries
I identify which parts of the YMYL concept apply to my client’s content and then over-deliver on those trust signals.
Ecommerce
Ecommerce falls under the “Your Money” part of YMYL, especially when selling products that affect health or safety, like food or supplements.
I focus on clear safety warnings, genuine, verifiable customer reviews, and a 100% transparent return policy.
Trust is built by having a perfect checkout process and a secure website connection.
Local Businesses
Local businesses often deal with “Your Life” aspects, such as lawyers, doctors, or mechanics.
I prominently display all certifications, licenses, and years of experience on my homepage and service pages.
I ensure that my customer reviews are linked from trusted third-party sites to prove real-world reputation.
SaaS (Software as a Service)
SaaS products handling investments or medical records are highly sensitive and are therefore YMYL.
I focus on clear security policies, compliance certifications (like SOC 2), and a page dedicated to data privacy.
The site must clearly explain its expertise in security to gain the user’s and Google’s confidence.
Blogs
If my blog discusses health, fitness, finance, or legal topics, it is YMYL and requires expert authorship.
I only allow subject-matter experts to write these articles, and I ensure a dedicated editorial process for review.
I make sure to cite original research and link to authoritative external sources in every post.
Frequently Asked Questions
What are the four main YMYL topics?
The four main areas are Health and Safety, Financial Security, Legal/Government Information, and Public Interest/Civic Content.
Health and finance are the two most strict categories, as bad advice there can cause the most harm.
Google wants to be absolutely sure the information provided is correct and safe.
Is YMYL an official Google ranking factor?
Yes, Google confirms that it heavily scrutinizes YMYL content using its Search Quality Rater Guidelines.
The guidelines use E-E-A-T to determine the Page Quality score, which directly influences rankings.
You must prove you are an expert to even compete in these critical niches.
Can a non-expert write YMYL content?
It is extremely difficult to rank if the author lacks formal expertise in a highly sensitive YMYL field, like medicine.
Google highly prefers content written by people with demonstrated credentials or life experience in the topic.
If you are not an expert, you must rely on experts to write or review your content.
quality & trust standards.
