Certain pages rank so slowly, regardless of how much SEO effort you’ve put into them. If you have the health, finance, legal, or safety niches, you understand what I am talking about. That is due to the fact that Google is extremely strict regarding certain topics—it wants the user to receive adequate, authoritative information.

If your content affects people’s money, health, or well-being, just using keywords and backlinks won’t cut it. Google wants proof that your content is written by real experts and is actually helpful.

This guide will tell you why YMYL content is harder to rank and what you can do to make your site rank more credibly. When you’re finished, you’ll be able to write content that Google ranks higher—without spending time on things that won’t work.

What is YMYL?

YMYL (“Your Money or Your Life.”) is Google’s way of labeling content that affects people’s finances, health, safety, or overall well-being. If the information is wrong or misleading, it can cause real harm. That’s why Google is much stricter with these topics.

For example, a page about staying healthy during cancer treatment is YMYL content. If the advice is incorrect, it could harm a patient’s well-being. That’s why Google won’t rank pages in YMYL niches unless they come from reliable, expert-backed sources.

How YMYL Affects Website Owners?

If your website talks about money, health, legal topics, or safety, just using SEO tricks won’t be enough. Google wants proof that your content is:

✔ Accurate – Based on facts and expert knowledge.
✔ Trustworthy – Written by people who know what they’re talking about.
✔ Useful – Helping users make informed decisions.

If your YMYL content is weak, it won’t rank well—no matter how many keywords or backlinks you use.

How Does Google Evaluate & Rank YMYL Pages?

Google applies stricter standards to Your Money or Your Life (YMYL) content because it can affect individuals’ health, wealth, safety, and legal rights. Misinformation can lead to actual harm.

To assess YMYL content, Google uses Search Quality Raters—real human beings who assess pages based on Google’s Quality Rater Guidelines. The raters do not change rankings but instruct Google’s algorithm to recognize trustworthy and expert-backed content. Pages with misleading financial advice, unverified medical claims, or inaccurate legal information are marked as low quality and struggle to rank.

Google regularly updates its ranking system to improve content quality. Some key updates that have impacted YMYL sites include:

• Helpful Content Update (2022, 2023): Boosted expert-written content and downgraded low-value, AI-generated articles.
• E-E-A-T Standards: Sites in finance, health, law, and safety lost rankings if they lacked expert authors, fact-checking, or transparency.
• Algorithm Adjustments: Google continuously refines its ranking system to prioritize credible, well-researched YMYL content.

You can track Google’s latest updates on its Search Central Blog.

For YMYL content to rank, SEO alone isn’t enough. Google favors accurate, expert-reviewed, and user-focused content. If your site lacks credibility, verified sources, or expert input, it won’t rank—no matter how well it’s optimized.

Which Topics Fall Under YMYL?

Google classifies YMYL topics based on how much they impact health, money, safety, or legal rights. Some require strict accuracy, while others depend on context. Let’s break them down.

1. Topics That Require the Highest Level of Accuracy

Some topics directly influence individuals’ lives. If the information is wrong, it could have drastic consequences. That is why Google only indexes correct, expert-verified, and reliable content.

Here are the most critical YMYL topics:

• Medical & Health Advice – Information on diseases, treatments, and medications. Only trusted sources like doctors, hospitals, or medical organizations are ranked.
• Financial Guidance – Advice on investments, loans, or taxes. Poor advice can lead to financial loss. Google trusts certified financial experts and official sources.
• Legal & Government Information – Content about laws, rights, and government policies. Incorrect legal advice can cause problems. Reliable sources include law firms and government websites.
• News & Current Events – Political updates, economic news, or major events. False news spreads misinformation. Google ranks verified media and reputable news organizations.
•  Safety & Emergency Information – Workplace safety, emergency preparedness, or disaster response. Wrong information can be dangerous. Trusted sources include official agencies and safety experts.

If a website doesn’t provide expert-backed content, Google won’t rank it. Next, we’ll discuss topics that may or may not be YMYL, depending on context.

2. Topics That Might Be YMYL (Depends on Context)

Some topics aren’t always YMYL, but they can be depending on how they are presented. If the content affects important decisions, Google applies stricter rules.

• Parenting & Family – General parenting tips are fine, but advice on childcare, discipline, or pregnancy can impact health and well-being, making it YMYL.
• DIY Home & Car Repairs – Simple home decor or minor fixes are not YMYL, but instructions on electrical wiring or brake repairs can pose safety risks.
• Travel & Safety – Packing tips aren’t YMYL, but travel advice related to high-risk destinations, medical safety, or financial costs can be.
• Work & Career Advice – Resume tips are low risk, but job contract guidance, salary negotiations, or legal employment rights can affect financial stability, making them YMYL.

If content influences major decisions or carries risks, Google treats it as YMYL. In the next section, we’ll cover topics that are generally not considered YMYL.

3. Topics That Are Not YMYL (Minimal Risk)

Some topics have little to no impact on a person’s health, money, or safety. These are considered low-risk by Google, meaning they don’t require strict accuracy checks.

• Entertainment & Pop Culture – Covers movies, TV shows, music, and celebrity news. Incorrect information may be misleading but doesn’t cause real harm.
  
• Hobbies & Sports – Includes gardening, crafts, board games, and recreational activities. These topics are personal interests and don’t affect critical life decisions.
  
• Lifestyle & Fashion – Covers beauty tips, home decor, and fashion trends. While preferences vary, they don’t directly impact finances or well-being.

Since these topics don’t require expert validation, Google is more lenient. However, quality and credibility still play a role in rankings. Next, we’ll explore best practices for creating YMYL content that ranks.

Best Practices for Creating High-Quality YMYL Pages

Let’s go over the key best practices.

1. Ensure Content Is Created or Reviewed by Experts

Google wants YMYL content to be reliable. If your site covers health, finance, law, or safety, the information should come from qualified professionals. Otherwise, it may not rank.

Why Expert Input Matters?

They make important decisions based on YMYL content. Misinformation may lead to health risks, financial loss, or legal trouble. Google gives preference to content from trusted sources in order to protect users.

• Medical content should come from doctors, healthcare professionals, or medical organizations.
  
• Financial advice should be reviewed by certified advisors or economists.
  
• Legal content should be fact-checked by licensed attorneys.
  

If content lacks expert input, Google considers it low-quality, no matter how well it’s optimized.

How to Add Expert Credibility

If you’re not an expert, collaborate with professionals to strengthen your content:

• Interview industry experts – Include direct quotes or insights from professionals.
  
• Have experts review your content – Investopedia does this with financial articles to maintain accuracy.
  
• Use trusted sources – Link to government websites, medical journals, or official reports.

🎓 Make Expertise Visible

Don’t just say an expert reviewed your content—prove it. Websites like Healthline and Investopedia add “Reviewed by” sections showing credentials. Adding expert bios and links to their profiles increases trust for both Google and readers.

In YMYL content, expert validation isn’t optional—it’s a must.

2. Showcase Author Credentials & Trust Signals

People trust content more when they know who wrote it and why they’re qualified. Google also checks for clear author information to assess credibility.

• Medical articles should mention the author’s medical background or professional experience.
  
• Financial content should include certifications like CPA, CFA, or CFP.
  
• Legal content should be written or reviewed by licensed attorneys.
  

Even if the information is correct, Google won’t rank it if the author’s expertise isn’t clear.

How to Prove Author Expertise

Making author credentials visible helps both readers and rankings.

• Include an author bio – Mention qualifications and relevant experience.
  
• Add professional links – Connect to LinkedIn, official websites, or published work.
  

Don’t just list credentials—show proof. Add expert testimonials, certifications, or links to real work so readers (and Google) can verify credibility.

3. Cite Reliable Sources and Studies

Google ranks YMYL content based on accuracy and credibility. If your claims aren’t backed by reliable sources, they won’t rank well. Misinformation in health, finance, or legal topics can be harmful, so citing trusted references is essential.

How to Use Credible Sources

• Government and Institutional Sources – For health topics, use CDC, WHO, or FDA. For finance, link to SEC or IRS. Legal content should reference government regulations or court rulings.
• Peer-Reviewed Research – If discussing medical or scientific data, cite studies from PubMed, Harvard Medical School, or major research institutions.
• Trusted Industry Publications – Financial articles should reference Investopedia, Forbes, or Bloomberg. Legal content should cite bar associations or legal review journals.

Healthline includes expert-reviewed medical content with citations from trusted health organizations and clinical studies. This helps them build credibility with both readers and Google.

📖 Add Context, Not Just Links

Instead of just linking to a study, explain why it matters. Example:

“Research presented this week at the spring meeting of the American Chemical Society in San Diego, CA, found that, on average, 100 microplastics were released per gram of chewing gum.”

This approach boosts credibility and engages readers.

4. Maintain Transparency and Editorial Integrity

Trust is key for YMYL content. Readers need to know who wrote the content, where the information comes from, and if there’s any bias. Google also looks for transparency to rank content higher.

How to Keep Content Transparent and Credible

• Disclose Sources and References – Clearly mention where facts and data come from. Link to official studies, expert opinions, or government sources.
  
• Identify Authors and Reviewers – Include author bios with qualifications and expertise. If content is reviewed by an expert, mention it.
  
• Avoid Hidden Sponsorships – If content is sponsored, say so. Hidden promotions can hurt credibility.
  
• Correct Mistakes and Update Content – If new research changes facts, update the content. Sites like WebMD and Harvard Health revise their pages regularly to stay accurate.

Forbes, healthdirect, and The New York Times, among others, have editorial policies outlining how they investigate, fact-check, and update content. Having “about our content” on your website shows professionalism and transparency.

5. Optimize for User Trust & Security

Google ranks YMYL websites based on trust and security. If users feel unsafe or can’t verify your site’s legitimacy, they’ll leave—and Google takes note. A secure website builds credibility and improves rankings.

How to Make Your Website Secure & Trustworthy

• Use HTTPS – A secure site with SSL encryption protects user data. Google warns users before entering unsecured sites.
  
• Display Contact Information – A clear “Contact Us” page with an email, phone number, and address makes your site more credible.
  
• Have Privacy & Terms Pages – Inform users about data collection, cookie usage, and security policies. This is essential for financial and medical websites.
  
• Limit Ads & Pop-Ups – Too many ads can make a site look spammy and reduce trust. Google lowers rankings for intrusive pages.
  
• Check for Security Issues – Regularly scan for malware, broken links, or phishing risks using Google Search Console or security tools like Norton Safe Web.
• Show Trust Badges & Certifications: Websites that handle payments or sensitive data should display trust seals like BBB Accredited.

6. Write Factually Correct and Up-to-Date Content

YMYL content needs to be accurate and current. Outdated or misleading information can harm users and damage credibility. Google prioritizes pages that are well-researched and regularly updated.

How to Keep Content Accurate and Fresh

• Fact-Check Everything – Verify claims using trusted sources like government sites, research studies, or expert reports.
• Use Recent Data – Statistics, medical research, and financial guidelines change. Always cite the latest reports to stay relevant.
• Update Old Content – Refresh existing articles with new findings, regulation changes, or expert insights. Websites like Forbes and Investopedia regularly update their financial guides to maintain rankings.
• Fix Errors Quickly – If users report mistakes or an update makes information outdated, correct it immediately.
• Add the Last Updated Timestamps: Showing a “Last Updated” date reassures users (and Google) that the content is current. Sites like WebMD and CNET do this to maintain credibility.

7. Improve Content Readability and Structure

Google favors clear, easy-to-read content. If users struggle to understand your page, they’ll leave—hurting both engagement and rankings. Well-structured content keeps readers engaged and helps them find information quickly.

How to Improve Readability

• Use Simple Language – Avoid complex terms and long sentences. Write like you’re explaining it to a friend.
  Break Up Text – Use short paragraphs, bullet points, and subheadings to make content easier to scan.
  Highlight Key Information – Bold important points and use clear formatting for better visibility.
• Make It Mobile-Friendly – Ensure content is easy to read on phones and tablets, as most users browse on mobile.

📝 Follow the F-Shaped Reading Pattern

People scan content in an F-shape—starting at the top, reading headlines, and skimming the rest. Place key details in headings and the first few sentences to keep readers engaged.

8. Encourage User Engagement & Community Trust

Google values user interaction as a sign of trust and credibility. If people engage with your content—through comments, discussions, or shares—it signals that your content is useful. A strong community also improves retention and builds long-term trust.

How to Boost Engagement & Trust

• Enable Comments & Discussions – Encourage users to ask questions and share insights. Responding builds credibility.
• Add FAQs & Expert Q&A – Address common concerns directly within your content to keep users engaged.
• Encourage Social Sharing – Make it easy for readers to share content on social media.
• Showcase Testimonials & Reviews – Display real feedback to build trust and authority.
• Create an Interactive Space: Websites with forums, live Q&As, or user-generated discussions keep visitors engaged longer. Platforms like Stack Exchange and Reddit thrive by allowing meaningful conversations, which boosts credibility and authority.

9. Monitor & Respond to User Feedback

User feedback is a valuable tool for improving content and building trust. Google favors sites that listen to their audience and make adjustments based on real user input. Ignoring feedback can lead to lost credibility and lower rankings.

How to Manage User Feedback Effectively

• Track Comments & Reviews – Monitor user discussions, address concerns, and clarify doubts.
• Update Content When Needed – If users point out outdated or unclear information, revise it.
• Handle Negative Feedback Professionally – Acknowledge concerns, provide solutions, and show responsiveness.
• Use Polls & Surveys – Ask readers what they need more of and tailor your content accordingly.

Websites like Amazon and Trustpilot refine their content based on user reviews. If many users ask the same question, consider adding a FAQ section or updating your content to address their concerns before they even ask.

10. Follow Google’s Search Quality Guidelines

Google ranks content based on trust, expertise, and accuracy. YMYL pages must meet high-quality standards to perform well in search results.

How to Align with Google’s Guidelines

• Use Expert-Backed Content – YMYL topics should be written or reviewed by qualified professionals.
• Avoid Clickbait & Misleading Headlines – Your title should match the content and provide real value.
• Cite Trusted Sources – Link to government websites, research studies, and established industry leaders.
• Focus on User Experience – Content should be clear, helpful, and structured for easy reading.
• Follow Ethical SEO Practices – Avoid spammy tactics like keyword stuffing or manipulative backlinks.

Conclusion

Building YMYL content that ranks isn’t about tricks or shortcuts—it’s about trust, when people rely on your content for important decisions, accuracy and credibility matter more than anything.

Focus on real expertise, clear sources, and user experience. If your content is helpful, reliable, and well-structured, rankings will follow naturally. Google rewards sites that prioritize quality over quick wins.

The key to long-term success? Think beyond rankings. Create content that genuinely helps people. When users trust you, they return, share, and engage—helping your site grow in ways that no algorithm update can shake.

FAQs About YMYL Pages