Authority Metrics

Your Money or Your Life (YMYL), as the name sounds, describes the most important and sensitive topics online. YMYL topics are broad, but generally involve information that could significantly influence consumer's health, financial situation, safety or wellbeing. There are many such topics that could influence these areas, though are most commonly found on websites that provide advice on subjects such as medicine, finance and current events. Google's Search Quality Rater Guidelines include E-E-A-T, a method for evaluators to judge whether a page is providing reliable information that consumers can trust, which is never more important with YMYL topics. Google states that evaluators need to use judgement as to whether a page qualifies as YMYL, and if so, these pages need to be demonstrating the highest levels of E-E-A-T. Both E-E-A-T and YMYL are not directly SEO ranking factors, however they do influence the factors that are considered. For instance good quality content will likely attract high quality backlinks, naturally reference many of the most important concepts and keywords in context - whilst hugely influencing time on page and click through rates.

E-E-A-T for YMYL SEO is important to stop the spread of misinformation to:

• The reader of the page
• Those affected by the reader of the page
• Exponential spread of those affected by those who were affected by the reader of the page

Example YMYL topics

• Side effects of certain prescription drugs
• Safety advice for natural disasters
• Self Assessment submission dates

Tips for creating YMYL content

• • Create high quality, people first content that answers questions, provides advices and satisfies the reader’s queries.

 

• • Provide author bio information, as well as complete transparency as to where any information for the content was sourced, with references. Ensure your website has a well populated About page, with all certifications and qualifications of authors clearly displayed.

 

• • Link out to credible sources when citing statistics or relevant opinions within the content.

 

• Encourage similarly high quality publications within the industry or niche to cite your work as a source, via a backlink. This will help to build topical relevance for your page, as well as building the authority of the author to speak on the subject.

Experience, Expertise, Authoritativeness and Trustworthiness E-E-A-T is an updated acronym, building on Google’s 2014 update to their Search Quality Rater Guidelines ‘E-A-T’. The handbook now features the additional trust factor ‘Experience’, as of the December 2022 update, which helps Google to measure the success of its algorithm updates and search results. Google is adamant that while E-E-A-T is not a direct ranking factor it does want to serve results that display websites with strong E-E-A-T. In conjunction with SEO, E-E-A-T is a major focus for websites aiming to improve trust, engage customers and lead to an improved conversion rate.

E-E-A-T Timeline:

Mar 2013: Search Quality Rating Guidelines Introduced Mar 2014: E-A-T (Expertise, Authoritativeness, and Trustworthiness) added to the guidelines Dec 2022: Updated to E-E-A-T, with the additional ‘E’ for ‘Experience’

Experience

Good quality content should demonstrate an expert level of understanding with subject matter, proving that insights are authentic and ‘tried and tested’. Adding ‘Experience’ to the E-A-T guidelines is a signal that consumers of the content can trust its authenticity.

Expertise

Expertise differs from experience, though there is some overlap. While experience shows a real life understanding of the subject matter, expertise demonstrates a professional connection, through credentials, qualifications and a deep level of knowledge that qualifies authors to provide reliable information.

Authoritativeness

Authoritativeness, like expertise and experience, derives from the same place of being qualified to provide reliable information on a subject matter. Unlike the previous two, however, authoritativeness is reputation based, leveraging the power of industry peers to support your credibility as a trusted source of information. In this sense, authoritativeness is sourced by backlinks and citations from other credible, reliable sources of similar information.

Trustworthiness

In essence, Trustworthiness is the combination of the above and in essence, the most important factor of the E-E-A-T guideline - especially in subjects considered to be YMYL. Raters must consider the content as a whole, the look and feel of the website where the content lives, and the author who created it. Being clear, upfront and honest about who wrote it, its sources and any other factors that may encourage a transaction of conversion from users.

Majestic Link Graph was introduced in 2020, giving link builders and SEOs a new way to visualise the immediate map of links surrounding a website or URL. By the very nature of the internet, links and link networks are everywhere. Many of them are benign, as Majestic state, such as footer links within corporate subsidiaries or a single website translated into many languages. However, some networks are not so innocent and are designed to manipulate search rankings. These are known as private blog networks (PBNs), and fall under the black hat tactics that white hat link builders avoid at all costs. Due to their malicious intent, PBNs are not always easy to spot and are designed to appeal to marketers for commercial gain. The Link Graph, therefore is a highly useful tool for marketers to quickly get a real time analysis of the top 50 websites that point to a domain or URL. It considers the four tiers stipulated by Majestic (1-4), collecting the top links within each and then calculates which are linking to each other. Whilst the tool is insightful and accurate to a degree, it does not consider all network possibilities, and Majestic provides no guarantee that it is all encompassing. It does however provide an instant insight into the top external links (or lack thereof) that surrounds a website or URL - which in conjunction with other authority metrics can be a vital component in the decision making for link acquisition. The static image provided by the Link Graph is made up of red dots and dark lines - where the dots are websites or URLs, and the dark lines are the links that connect them. The size of the red dot depicts the Trust Flow of the referring domain, while the lighter dots and lines show links that are farther away from the domain in question.