For which sites and brands are E-E-A-T guidelines most critical?
Posted: Thu Jan 30, 2025 3:58 am
Brands that operate in the YMYL category should treat E-E-A-T as a top priority for their content, because these sites are still evaluated most stringently by Google against the guidelines. In B2B, some examples of YMYL companies and solutions might include:
Financial Services and Solutions: Accounting software, payroll systems, tax prep services, and investment management platforms
Cybersecurity: Enterprise security software, fraud detection, managed IT services
Legal and Compliance: Contract management software, compliance tools, and legal advisory firms
B2B Healthcare and Pharmaceutical: Health IT solutions, telehealth platforms, patient data management
HR and Workforce Management: Employee benefits, workplace safety training, and mental health programs for employees
Whether you’re in a YMYL category or not, demonstrating expertise, experience, and reliability helps improve search rankings, grows audience confidence, and sets your brand apart in a competitive market. It’s worth noting that brand content tends to be high-stakes throughout the B2B sector, where YCMYJ (Your Company’s Money, Your Job) might be a more apt framing.
And as a reminder: E-E-A-T guidelines give us insight into how Google evaluates content. It stands to reason that the criteria also apply to sites outside of the YMYL category because at the end of the day, the algorithm is trying to mimic human decision-making.
Why E-E-A-T qualities drive SEO and content performance
Sources that embody the principles of E-E-A-T are more likely to be viewed by Google as trustworthy, and thus more likely to gain traction in relevant search results. Google has been open about that. But we talk so much about these principles because the advantages of building around them goes beyond performance in SEO.
When you focus on Experience, Expertise, Authoritativeness, and honduras telegram data Trustworthiness, you’re naturally putting your audience’s needs first. Think about it — people don’t just want content that sounds good; they want advice, answers, or insights they can depend on. By weaving your firsthand experience into your content, you make it relatable. By showcasing your expertise, you make it valuable. And by backing it with authority, you make it credible.
Demonstrating experience, expertise, and authority consistently across your content ecosystem makes your domain more trustworthy overall, and more likely to be considered a reliable place to go for the answers that people (and Google) want to see for the search queries relevant to your audience.
Google loves content that helps users. The more your content resonates with real people — by answering their questions, solving their problems, or addressing their pain points — the more Google rewards you with better visibility. It’s a win-win.
And as I often like to point out, the underlying premise of E-E-A-T and people-first content is inherently geared toward gaining visibility on almost any content platform. For example, LinkedIn’s latest algorithm updates were focused on prioritizing specialized knowledge and insights from sources that demonstrate a track record in their subject matter area. Meanwhile, citing quality sources and featuring verifiable expertise in content is also a proven way to show up in generative engines.
Financial Services and Solutions: Accounting software, payroll systems, tax prep services, and investment management platforms
Cybersecurity: Enterprise security software, fraud detection, managed IT services
Legal and Compliance: Contract management software, compliance tools, and legal advisory firms
B2B Healthcare and Pharmaceutical: Health IT solutions, telehealth platforms, patient data management
HR and Workforce Management: Employee benefits, workplace safety training, and mental health programs for employees
Whether you’re in a YMYL category or not, demonstrating expertise, experience, and reliability helps improve search rankings, grows audience confidence, and sets your brand apart in a competitive market. It’s worth noting that brand content tends to be high-stakes throughout the B2B sector, where YCMYJ (Your Company’s Money, Your Job) might be a more apt framing.
And as a reminder: E-E-A-T guidelines give us insight into how Google evaluates content. It stands to reason that the criteria also apply to sites outside of the YMYL category because at the end of the day, the algorithm is trying to mimic human decision-making.
Why E-E-A-T qualities drive SEO and content performance
Sources that embody the principles of E-E-A-T are more likely to be viewed by Google as trustworthy, and thus more likely to gain traction in relevant search results. Google has been open about that. But we talk so much about these principles because the advantages of building around them goes beyond performance in SEO.
When you focus on Experience, Expertise, Authoritativeness, and honduras telegram data Trustworthiness, you’re naturally putting your audience’s needs first. Think about it — people don’t just want content that sounds good; they want advice, answers, or insights they can depend on. By weaving your firsthand experience into your content, you make it relatable. By showcasing your expertise, you make it valuable. And by backing it with authority, you make it credible.
Demonstrating experience, expertise, and authority consistently across your content ecosystem makes your domain more trustworthy overall, and more likely to be considered a reliable place to go for the answers that people (and Google) want to see for the search queries relevant to your audience.
Google loves content that helps users. The more your content resonates with real people — by answering their questions, solving their problems, or addressing their pain points — the more Google rewards you with better visibility. It’s a win-win.
And as I often like to point out, the underlying premise of E-E-A-T and people-first content is inherently geared toward gaining visibility on almost any content platform. For example, LinkedIn’s latest algorithm updates were focused on prioritizing specialized knowledge and insights from sources that demonstrate a track record in their subject matter area. Meanwhile, citing quality sources and featuring verifiable expertise in content is also a proven way to show up in generative engines.