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What are YMYL Pages? A Comprehensive Guide

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Have you ever stumbled upon a webpage that made you question the reliability of its content? In today’s digital landscape, where information is just a click away, it’s important to be able to differentiate between trustworthy sources and those that may potentially mislead or harm users. This is where the concept of YMYL pages comes into play.

YMYL, short for “Your Money or Your Life,” is a term used by Google to describe web pages that deal with sensitive topics or provide information that could significantly impact a user’s financial stability, health, or well-being. These pages are held to a higher standard by search engines, as inaccurate or misleading content can have severe consequences for users. Let’s take a closer look.

What is YMYL?

Imagine you’re searching for information on a serious health condition, seeking financial advice, or looking for legal guidance. The web pages you encounter during these searches fall under the YMYL category; these pages cover topics that can directly influence your life decisions, and as such, they demand a higher level of scrutiny and trust.

Google introduced the concept of YMYL to ensure that users receive accurate, reliable, and helpful information when searching for sensitive topics, with examples of YMYL pages including news articles, medical advice, financial recommendations, and legal resources.

Why are YMYL Pages Important?

Google's E-E-A-T Guidelines

In their quest to provide users with the most relevant and trustworthy search results, Google has developed a set of guidelines known as E-E-A-T. This acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness – four key factors that Google uses to assess the credibility and reliability of web pages, especially those in the YMYL category.

When evaluating YMYL pages, Google’s search quality evaluators look for evidence of the author’s experience and expertise in the subject matter. They assess the authoritativeness of the website and its content, considering factors such as the site’s reputation, backlinks, and endorsements from other reputable sources. Trustworthiness is also key, as users need to feel confident that the information provided is accurate, unbiased, and up-to-date.

Impact on Search Rankings

The quality and credibility of YMYL pages can significantly influence their search rankings; Google’s algorithm is designed to prioritise websites that demonstrate a high level of E-E-A-T, particularly for sensitive topics. If a YMYL page lacks expertise, authority, or trustworthiness, it may struggle to rank well in search results.

On the flip side, high-quality YMYL pages that adhere to Google’s guidelines have a better chance of securing top positions in search engine results pages (SERPs). This visibility is so important for businesses and organisations that want to reach their target audience and establish themselves as trusted sources of information.

Examples of YMYL Pages

YMYL pages cover a wide range of topics that can directly affect a user’s well-being. Let’s explore some common examples:

News and Current Events

In 2024, not all news sources are created equal; YMYL pages that provide news articles, opinion pieces, or information about current events have the potential to shape public opinion and influence decision-making, and as such, these pages must present accurate, unbiased, and well-researched information.

Civics, Government, and Law

Understanding the intricacies of government policies, legal matters, voting procedures, and citizenship can be a daunting process; YMYL pages that offer guidance and information on these topics should provide reliable and up-to-date content to help users make informed decisions. The accuracy and clarity of this information are paramount, as it can directly impact a user’s civic engagement and legal rights.


Money matters, and when it comes to financial advice, accuracy and trustworthiness are absolutely non-negotiable. YMYL pages that deal with investments, banking services, taxes, loans, or any other financial topics must demonstrate a high level of expertise and reliability. Inaccurate or misleading financial information can have severe consequences for users, potentially leading to financial losses or legal issues.

Health and Safety

Female hands holds a cube with letters, wooden cubes with word HEALTH

When it comes to our health and well-being, we often turn to the internet for information and guidance. YMYL pages that provide medical advice, information about diseases, or tips on health and safety must be authored by qualified professionals and present evidence-based information. The stakes are high in this category, as inaccurate or misleading health information can have serious repercussions for users.

Characteristics of High-Quality YMYL Pages

So, what sets high-quality YMYL pages apart from the rest? Let’s dive into the key characteristics that make these pages stand out:


When it comes to YMYL topics, experience matters. The content on these pages should be created by individuals or organisations with relevant expertise and real-world experience in the subject matter; this ensures that the information provided is accurate, reliable, and grounded in practical knowledge.


Expertise goes hand in hand with experience; high-quality YMYL pages demonstrate a deep understanding of the topic at hand, providing well-researched, comprehensive, and credible information. The authors should possess the necessary qualifications or credentials to discuss the subject matter with authority and precision.

As a leading SEO company in Bath, we at Clickslice have the expertise and experience to guide you through the process of optimising your YMYL pages for maximum visibility and credibility – book a discovery call for free today!


Authoritativeness is all about reputation and recognition; high-quality YMYL pages are often associated with reputable websites or recognised experts in the field, with these pages having a strong online presence, positive reviews, and endorsements from other authoritative sources. When users see that a YMYL page is backed by a trusted brand or expert, they’re more likely to have confidence in the information provided.


Finally, trust is the foundation of any successful YMYL page. Users need to feel confident that the information they are consuming is accurate, unbiased, and reliable. High-quality YMYL pages prioritise transparency, disclosing any potential conflicts of interest, citing reliable sources, and maintaining a professional and objective tone throughout the content.

Final Thoughts

Overall, understanding the concept of YMYL pages and their significance in the world of SEO is essential for website owners and content creators. And it’s simple, really: by prioritising expertise, authority, and trustworthiness, you can create high-quality YMYL content that provides value to users and performs well in search results.

Remember, the key to success with YMYL pages is to adhere to Google’s E-E-A-T guidelines, optimise your pages for both users and search engines, and continuously monitor and improve your content to maintain a strong online presence.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.