What Is YMYL & How Does It Affect SEO?
Is Your Business or Industry Type Judged by a Higher SEO Standard?
In the real world, some professions are held to a higher standard. We expect doctors, lawyers, and financial advisors to be experts because bad advice from them can have serious consequences. Google does the same thing online.
If your business offers products, services, or advice that could impact a person's health, safety, or finances, Google's search engine scrutinizes your website much more closely through a special algorithm (program) referred to as the YMYL Algorithm (Your Money Your Life).
Think of it this way: Google asks a simple question about your business.
If a customer follows the advice on this website and gets it wrong, could it cause physical/mental/financial harm? If the answer is “yes,” your online presence is playing in a different league with a stricter set of rules.
General SEO isn't going to cut it here. And if you hire a firm, and they have not identified your business as being in this bracket - they likely don’t know YMYL.
Which Businesses Are Under the Microscope?
This special category, which Google calls “Your Money or Your Life” (YMYL), applies to a wide range of businesses where trust and expertise are essential.
Health & Wellness: This includes doctors, dentists, mental health counselors, physical therapists, and nutritionists. If you provide information on treatments, conditions, or fitness advice, you're in this category. Medical misinformation can directly impact someone's health and wellbeing, making expertise verification critical.
Financial & Legal Services: Financial planners, mortgage brokers, tax preparers, credit unions, and attorneys all fall under this umbrella. Bad advice here can lead to significant financial loss for clients. These professionals must demonstrate credentials and industry experience to build trust with potential clients online.
Home & Auto Safety: Contractors doing structural repairs, electricians, and auto mechanics who write about safety-critical fixes are included in this category. Faulty work or advice can be dangerous and cause property damage or personal injury. Your website must establish your qualifications and safety track record.
High-Stakes Shopping: E-commerce sites selling products like child safety equipment, medical devices, or high-value items are held to a higher standard. A product failure or misdirected recommendation could cause harm or significant financial loss to customers. Detailed product information and verified reviews are essential.
Government and Municipal Services: Government agencies, regulatory bodies, and municipal services that provide official information affecting public welfare fall under YMYL. This includes health departments, tax agencies, social services, and similar entities. Inaccurate or outdated information from these sources can have widespread consequences for citizens' health, finances, and safety.
How to Earn Google's Trust: A Simple Checklist
For these high-stakes businesses, getting found on Google isn't about tricks. It's about proving you are trustworthy. Google uses a framework that boils down to four key principles:
Experience, Expertise, Authoritativeness, and Trust (E-E-A-T).
Here's what that means in plain English:
Show Your Experience: Write about what you know from firsthand experience. A financial advisor sharing lessons from 20 years in the business is more credible than someone just repeating textbook definitions. Share real-world case studies and testimonials.
Prove Your Expertise: Don't be shy about your qualifications. Your website content should be written by people with credentials. Make sure every article has an author name and a short bio explaining why they are qualified to give advice (e.g., “Written by Jane Doe, CPA”).
Build Your Authority: Authority is your reputation. It's what others say about you. This is built when other respected sites link to you, a local newspaper quotes you, or you win an industry award. It shows you're a recognized leader in your field.
Be Trustworthy: This is the most important part. A trustworthy website has clear contact information, including a phone number and physical address. It's secure (using HTTPS), and it cites its sources for factual claims, like linking to a government website when discussing a new regulation.
The Bottom Line: Trust Is Your Best Marketing Strategy
For businesses in these high-stakes fields, your online marketing strategy must be built on a foundation of trust. Anonymous blog posts and unverified claims simply won't work and can even make you invisible on Google.
Building this level of trust online takes a dedicated and specialized approach. It requires making sure your expertise is clear on your website and that your reputation is strong across the web, from your Google Business Profile to local news mentions.
If your business falls into one of these categories, this isn't just a “nice to have” - it's essential for growth and to Be Discovered.
