How to Create Quality Content with the Help of E-A-T and YMYL

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How to Create Quality Content with the Help of E-A-T and YMYL


In today’s market, products and services of a company are given the same level of importance as their content. As tech-savvy as the consumers are now, they like to read amply and do their honest research before making the decision of making a purchase. Same as the musings of good literature or art, good content has the power to enthral the readers to the very last word.

If you are a new or growing business, you should definitely hire content writers that will ensure maximum online visibility to provide the right message to all your loyal customers and target customers. It is your duty as a business owner to keep your customers informed, involved and inspired by what your brand has to offer. The only way to do so is by dedicating funds for content writing services and putting together a brilliant team that knows the tricks of compiling the most appealing pieces of content for your brand.

Do not let your content be bland, that is, do not simply overload information in a monotonously simple manner. You can make it fun by adding appropriate images, designs and relatable GIFs or jokes. By hiring a good website content writer, you will be able to make the most out of your official webpage. Like, creating relevant blog posts, the About Us section, description of products and services, significant customer and client reviews and so on. They will also help you in create noteworthy posts about your range of products on social media platforms where more people will be able to view it, share it and buy it.

Now, we are very well aware of the fact that one of the most sought-after web browsers is Google. People don’t even think twice before saying, “I’ll Google it.” This makes it all the more necessary to understand how Google algorithms work and what it really takes to rank higher on search results.

What are the Google algorithms that help content writing?

How does Google read your contents? What are the guidelines to follow to rank higher? How do you get more visibility on Google? These are some questions that frequent the minds of website content writers most of the times. Let us break it down and understand the Google algorithms that will help you improve your SEO content writing.

If you are creating quality rich content, Google ensures to reward you for it by giving you a better ranking, as opposed to lesser visibility on search results caused by the lower quality of content. This is the sort of reward-based motivation that every website content writer craves for.

In 2015, an extremely vital document named ‘The Google Search Quality Evaluator Guidelines’ was released. While this document was meant for their human rating team, it contained within itself two algorithms named E-A-T and YMYL. This document explained how Google sorts high-quality websites and content from the lower quality ones. And it does so with the help of these two algorithms.

What is E-A-T and YMYL?

The acronym E-A-T stands for Expertise, Authoritativeness and Trustworthiness. Whereas, YMYL simply means ‘Your Money or Your Life’. Let us understand E-A-T first. This algorithm evaluates websites, webpages and content creators as a whole. This allows the user to have a better and more organized search engine experience. All these three words stand as pillars that build the company’s or brand’s credibility to rank high during a Google search. But what do these words mean?

  • Expertise: This factor assesses if your content really has expertise over the other contents on the same topic. The users must get the most relevant answer to their search query each time and this aspect of E-A-T ensures just that. There is one easy way to check this off your list, by hiring genuine subject matter experts to write your content. It is not always possible to get such content creators and the solution to that is ‘everyday expertise’. Doing proper research through genuine websites and creating an information-rich content is the way to achieve expertise on Google.
  • Authoritativeness: To understand this aspect of E-A-T, Google itself used PageRank since its inception. How is Authoritativeness different from Expertise? The latter is merely a display of knowledge and skills whereas, the former signifies how people from around the industry and beyond perceive or recognize your expertise. How to achieve that? By adding quality links to your content. The number of valuable links, shares or mentions and chances of ranking high are directly proportional to each other. Google gives a lot of importance to usage of links to honestly weigh the authority your content has.
  • Trustworthiness: It is difficult to earn the trust of people when they are physically present near you, it is difficult still to do so virtually. There is so much competition around with experienced website content writers, how will viewers build a trusting relationship with you through Google search results? The only way to master this aspect of E-A-T is by adding the credentials, qualifications and other such testimonials of your content creators at the end of each content. If Google can trust the authenticity of your content creators, your website will automatically rank higher.

The YMYL (Your Money and Your Life) sites are given really high regards by Google as they post content that has the ability to define the viewer’s health, financial security, happiness or safety. One of the priorities of SEO content writing is to provide relevant information, but in order to fulfil this criterion, Google wants to ensure it is 100% authentic and accurate information. You simply cannot make false claims or produce deceptive data. Legal, Finances, E-commerce and Healthcare are some of the industries that constitute YMYL.

After being thorough with the pre-requisites of Google for content writing services, you must know how crucial it is to hire content writers for your company. If your content creators are abiding by the rules of E-A-T and YMYL, you must definitely have excellent SEO strategies and great chances of ranking high on Google search results.



Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.


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About Mitali 1 Article
Mitali Purkait Ghosh is the Co-Founder and CEO of Digital Concepts, a company that specializes in SEO content writing in India. She is a frequent blogger who likes to writer about how to become a successful website content writer and gives tips on improving content writing services. Here, she has written about the importance of hiring content writers for growing businesses.


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