If you’ve ever felt like SEO is harder for your business, you may not be wrong—especially if you work in health, wellness, finance, law, or other high-trust industries. These fall under what’s known as YMYL content (Your Money or Your Life), and Google holds this type of content to a higher standard.
In this post, we’ll explore what YMYL content is, why SEO is more challenging for these businesses, and what you can do to build a trustworthy, high-ranking online presence.
Prefer to listen? Episode 7 of the Well Optimized Podcast covers this topic:
Why We’re Focusing on YMYL Industries
At Well Optimized SEO, we’re zeroing in on the industries we’re most passionate about—and where we can make the biggest impact. As a former exercise physiologist, coach, and trainer with 18 years of experience, I’ve naturally gravitated toward working with health and wellness businesses, and by extension, beauty, law, and finance as our team has expanded and folks on the team have expertise in these areas.
These industries require more than basic SEO tactics. They require authority, trust, and subject matter expertise, which is why the podcast episode above—and now this blog—is your go-to resource for mastering SEO in high-impact fields.
What Is YMYL (Your Money or Your Life)?
YMYL stands for Your Money or Your Life—a term used by Google to describe content that can significantly impact a person’s health, finances, or safety.
Examples of YMYL Topics:
- Medical advice and health information
- Financial planning, taxes, and retirement
- Legal rights and processes
- Mental health and fitness
- Parenting decisions
- Travel safety and home maintenance tips
Because of their potential impact, Google applies more scrutiny to YMYL content. That’s why SEO feels harder—it is harder.
Why YMYL SEO Is More Challenging
In a 2019 white paper, Google stated:
“Where our algorithms detect that a user’s query relates to a ‘YMYL’ topic, we will give more weight in our ranking systems to factors like our understanding of the authoritativeness, expertise, or trustworthiness of the pages we present in response.”
This means:
- You need credible, accurate, and up-to-date content
- You must demonstrate author credentials and expertise
- Your website needs a trustworthy reputation
Outdated or vague information just won’t cut it—especially when the stakes are high for your readers.
What Google Quality Raters Look For
Yes, real humans—called Search Quality Raters—review websites to assess how well Google’s algorithm is doing. Their evaluations help train Google’s AI and refine search results. Wild, isn’t it?
They’re guided by Google’s Search Quality Rater Guidelines, and one of the biggest things they focus on is E-E-A-T.
Breaking Down E-E-A-T for YMYL Content
E-E-A-T stands for:
- Experience – Firsthand knowledge of the topic
- Expertise – Qualifications and subject matter authority
- Authoritativeness – Reputation and recognition in the field
- Trustworthiness – Transparency, accuracy, and credibility
YMYL industries must go the extra mile to meet these standards—and prove it. Providing up to date, valid, factual information is key in these industries. Setting and forgetting blogs is something a lof ot YMYL businesses can’t afford to do. Which means not only creating new content, but also performing regular content updates, refreshes, and audits.
SEO Best Practices for YMYL Websites
Here are essential ways to boost your visibility and trust online:
Publish Accurate Information
Search engines and users are both looking for one thing: trustworthy answers. Avoid vague or generalized claims that leave readers questioning your credibility. Instead, back up every statement with concrete facts, verifiable data, or your own proven experience. Whether you’re in health, wellness, finance, or law, your audience is likely making decisions that impact their lives—so accuracy isn’t optional, it’s essential. When your content is precise and well-researched, it builds trust and strengthens your authority in your niche, which ultimately benefits your rankings and reputation.
Cite Your Sources
If you’re pulling data, studies, or expert insights into your content, always reference where they came from. Linking to reputable sources not only adds weight to your claims but also signals to search engines that your content is part of a high-quality information ecosystem. Think of it as showing your work—when users and Google can trace your information back to credible origins, they’re far more likely to trust it. Plus, citing respected publications and organizations can help your content stand out in YMYL industries where trust is everything.
Feature Expert Input
Want to easily boost your authority? Incorporate expert voices into your content.
This could mean highlighting author bios with credentials, conducting interviews with recognized leaders in your field, or weaving in professional quotes and perspectives. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework rewards content that clearly demonstrates subject matter expertise. By showcasing the people behind the knowledge, you’re not just improving SEO—you’re building a deeper connection with your audience.
Use Author Pages & About Sections
People want to know who’s giving them advice—especially in sensitive niches like health, finance, or legal services. Author pages and a robust About section give users the transparency they need to feel confident in your content. Include credentials, professional background, and even personal experience that shows why you’re qualified to speak on the topic. Not only does this humanize your brand, but it also helps search engines understand the expertise behind your site, which can lead to stronger visibility in search results.
Keep Content Updated
Content that was accurate two years ago might be outdated—or even harmful—today. In YMYL niches, stale advice can hurt both your users and your rankings. Regularly review and refresh your SEO content strategy to ensure all your information stays current and relevant. Update statistics, revise best practices, and expand sections when new trends or regulations emerge. This isn’t just good for SEO—it’s a proactive way to build long-term trust with your audience by showing you’re committed to giving them the best, most accurate guidance available.
Yes, SEO is Complicated—But it Can be Simplified
If you’re a business owner in health, wellness, finance, or legal fields, you’re already doing hard work. SEO is just another piece of the puzzle—but one you don’t have to solve alone.
With the right strategy, tools, and mindset, you can build a credible online presence that both search engines and your audience trust. Understanding your customer journey, building a thorough content strategy, auditing your website for E-E-A-T (along with technical issues and ADA compliance), and understanding how to capture, nurture and convert traffic are all pieces of a well-rounded strategy. Once implemented, it will feel a bit more like your SEO is on auto-pilot versus unorganized and sporadic.
Ready to Elevate Your SEO and Build Trust in Your Industry?
Connect with our SEO experts and grow your YMYL business! Contact us to learn more and get started today. We offer free consultations and we’d love to work with you. Let us help take your business to the next level.
