This article discusses the relevance of E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) for websites dealing with sensitive topics commonly known as YMYL topics (Your Money or Your Life). The article also examines whether following Google’s E-E-A-T guidelines helps websites rank better in other search engines, such as Bing, and in AI-powered search results.
Anyone who wants to be visible online cannot avoid producing high-quality and trustworthy content—especially when it comes to sensitive YMYL (“Your Money, Your Life”) topics such as health, finance, or law. This article shows how the E-E-A-T concept developed by Google can be applied in practice to websites and why it is becoming increasingly important not only for traditional search engines, but also for AI-based systems and large language models (LLMs).
Website operators who cover sensitive topics need to consider a number of factors to ensure that Google classifies their pages as trustworthy. As is well known, Google classifies pages on topics such as health, finance, and law as YMYL websites, which are subject to particularly rigorous evaluation by the search engine. Even though E-E-A-T is primarily relevant for websites dealing with YMYL topics, all website operators should follow this principle in order to increase their chances of reaching top positions in search results and being cited as a source in AI search.
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