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YMYL (Your Money Your Life)

FigureYMYL topics require higher E-E-A-T standards. If your topic falls in the red circle, you need expert authorship.

What is YMYL?

YMYL is a classification Google uses in its Search Quality Rater Guidelines. Pages that fall under YMYL are held to much higher quality standards because bad information on these topics could harm users.

The acronym stands for "Your Money or Your Life" — topics that could affect your:

  • Financial stability
  • Physical health
  • Mental health
  • Safety and security
  • Legal standing
  • Major life decisions

YMYL Topic Categories

Health and Medical

  • Disease symptoms and treatments
  • Medical procedures
  • Nutrition and diet advice
  • Mental health information
  • Drug information
  • Fitness guidance that could cause injury

Financial

  • Investment advice
  • Tax guidance
  • Retirement planning
  • Banking and credit
  • Insurance information
  • Major purchase guidance

Legal

  • Divorce and custody
  • Criminal law
  • Immigration
  • Business law
  • Will and estate planning
  • Civil rights

Safety

  • Product safety
  • Emergency preparedness
  • Home security
  • Child safety
  • Dangerous activities

News and Current Events

  • Political news
  • Science and technology news
  • Business and financial news
  • International events

Other High-Stakes Topics

  • University and career choices
  • Housing decisions
  • Childcare and parenting
  • Shopping for major purchases

Why YMYL Matters for SEO

For YMYL topics, Google applies stricter quality evaluation. You essentially cannot rank for medical or financial terms without demonstrating genuine expertise.

A random blog with no author bio, credentials, or citations will generally get crushed by:

  • WebMD for health topics
  • Investopedia for finance topics
  • Government sites for legal topics
  • Major news outlets for current events

Google's Quality Raters specifically look for E-E-A-T signals on YMYL pages. If your content fails these standards, it will struggle to rank regardless of other SEO factors.

The Relationship Between YMYL and E-E-A-T

YMYL and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) are deeply connected:

For YMYL Topics

  • Experience: First-hand knowledge of medical conditions, financial situations, etc.
  • Expertise: Professional qualifications (MD, CPA, JD, etc.)
  • Authoritativeness: Recognition by peers and institutions
  • Trustworthiness: Accurate, honest, up-to-date information

The higher the YMYL stakes, the higher the E-E-A-T bar. A page about treating cancer needs world-class credentials. A page about video game tips does not.

How to Handle YMYL Content

1. Hire or Partner with Experts

Have content written or reviewed by qualified professionals:

  • Doctors for health content
  • Financial advisors for money content
  • Lawyers for legal content
  • Scientists for science content

Display their credentials prominently.

2. Cite Authoritative Sources

Every claim should be backed by:

  • Peer-reviewed research
  • Government publications
  • Official medical or financial organizations
  • Reputable news sources

Link to your sources. Do not just make claims without evidence.

3. Maintain Accuracy and Freshness

YMYL content can become dangerous when outdated:

  • Medical guidelines change
  • Tax laws are updated
  • Financial regulations evolve
  • Legal precedents shift

Review and update YMYL content regularly. Display clear "last updated" dates.

4. Avoid Sensationalism

Clickbait and exaggeration are negative trust signals for YMYL topics. Headlines like "This One Trick Cures Cancer" immediately damage credibility.

Be factual, measured, and responsible.

5. Build Institutional Trust

Beyond individual articles, your entire site needs trust signals:

  • Clear About Us page with real people
  • Contact information
  • Physical address (especially for financial/legal)
  • Privacy policy and terms
  • Secure website (HTTPS)
  • Positive third-party reviews

Non-YMYL Topics

Not everything is YMYL. Topics with lower stakes have more relaxed standards:

  • Entertainment and humor
  • Hobbies and crafts
  • Sports and games
  • Travel experiences
  • Recipe sharing
  • Personal opinions and reviews

You still need quality content, but you do not need a PhD to write about your favorite hiking trails.

Identifying if Your Content is YMYL

Ask yourself:

  1. Could this information harm someone if wrong?
  2. Does it involve money, health, safety, or major decisions?
  3. Would users expect expert-level accuracy?

If yes to any of these, treat it as YMYL and apply higher standards.

The Bottom Line

YMYL is not a penalty — it is a quality standard. If you operate in YMYL spaces, invest in genuine expertise, cite sources, and prioritize accuracy. Sites that meet these standards can absolutely rank well. Sites that do not will struggle regardless of their SEO tactics.