Does E-A-T Matters to Non-YLYM Websites?

Google E-A-T

The concept of E-A-T was coined when Google allegedly released an algorithm update that sanitized the content marketing industry. This update swept off the bad of  YOUR MONEY OR YOUR LIFE (YMYL) CONTENT and retained the best of it. The YMYL industry requires a great deal of medical and financial authorities.

While it might appear as if E-A-T is a Google algorithm, publishers shouldn't consider this position as true. Google was plain in her release of previous and new algorithms as detailed in my post, “Basics of Google Algorithms: History, Types, Most Recent and Effects”, that EAT was not an algorithm on its own. Rather a guideline that must be adhered to by the content writers in the affected niches.

It will be more of a novelty believing or concluding that the modalities Google put in place to save her users from making wrong financial and health decisions due to spammy writing (from laymen) are an algorithm.

So, what do you have to believe?

What’s E-A-T and Why Does it Matter?

In 2019, Google published this concept termed E-A-T (Expertise, Authoritativeness, and Trustworthiness) in its Search Quality Guidelines.

In the Guidelines, Google repeated the word “E-A-T” 135 times. This shows how important this concept is and a warning that it should be taken seriously by the content publishing and marketing industry.

Google made its position clear about E-A-T.

We have very high Page Quality rating standards for YMYL pages because low-quality YMYL pages could potentially negatively impact a person’s happiness, health, financial stability, or safety.

Hence, if you’re writing for the YLYM niche, Google will leave nothing to chances in your main content, parts of your blog, and the blog as a whole. You must just comply with Expertise, Authoritativeness, and Trustworthiness as set by the tech giant.

Accordingly, Google recommends as follows for a high E-A-T writer:

  1. High E-A-T medical advice should be written or produced by people or organizations with appropriate medical expertise or accreditation. High E-A-T medical advice or information should be written or produced in a professional style and should be edited, reviewed, and updated on a regular basis.
  2. High E-A-T news articles should be produced with journalistic professionalists - they should contain factually accurate content presented in a way that helps users achieve a better understanding of events. High E-A-T news sources typically have published established editorial policies and robust review processes.
  3. High E-A-T information pages on scientific topics should be produced by people or organizations with appropriate scientific expertise and represent a well-established scientific consensus on issues where such consensus exists.
  4. High E-A-T financial advice, legal advice, tax advice, etc., should come from trustworthy sources and be maintained and updated regularly.
  5. High E-A-T advice pages on topics such as home remodeling (which can cost thousands of dollars and impact your living situation) or advice on parenting issues (which can impact the future happiness of a family) should also come from “experts” or experienced sources that users can trust.
  6. High E-A-T pages on hobbies, such as photography or learning to play the guitar, also require expertise.

Impacts of E-A-T on the Non-YLYM Websites

If you’re confused as to whether E-A-T “highly” affects your industry or content, there you have them in the listing above. 

However, you might be thinking, since you don’t belong to the financial and medical industry, that is none of your concern. Read number 6 above again. 

Does that have much to do with YLYM?

Google has also warned that,

Keep in mind that there are high E-A-T pages and websites of all types, even gossip websites, fashion websites, humor websites, forum and Q & A pages, etc. In fact, some types of information are found almost exclusively on forums and discussions, where a community of experts can provide valuable perspectives on specific topics.

E-A-T may be more sensitive in the YLYM niche, we’re all concerned irrespective of our industry choices.

Even though some topics require less formal expertise, yet Google will measure the level of E-A-T to reckon with - when ranking such content.

In light of this, the Search Quality Guidelines identify that,

Many people write extremely detailed, helpful reviews of products or restaurants. Many people share tips and life experiences on forums, blogs, etc. These ordinary people may be considered experts in topics where they have life experience. If it seems as if the person creating the content has the type and amount of life experience to make him or her an “expert” on the topic, we will value this “everyday expertise” and not penalize the person/webpage/website for not having “formal” education or training in the field

The baseline is that even though you may not be in the HIGH E-A-T industry, the concept and its guidelines affect all of us across the board.

Show E-A-T in a Non-YLYM Websites Too

With the augment so far, you shouldn't by now, doubt that those who are doing well in your niche had been favored by E-A-T even though they don’t write for HIGH E-A-T.

If you must be favored too, we have to break the concept down and see what you must do to meet the requirements of Expertise, Authoritativeness, and Trustworthiness.

For short, Google E-A-T has only come to remind us of the most important factors of a page quality rating.

How to Establish "Expertise" in E-A-T

How do you establish the "E" in the Google E-A-T?

The answer is not as simple but experiences and studies had suggested the following.

1. A Clear Website

If you mean business with Google, you need to make the cleanness of your website or blog a priority. Speak strictly the niche, don’t be a jack of all trades. 

Use a template with a cleaner and clearer interface. Make all links open and easy to navigate for users. This is a quick message that you have nothing you're hiding and that you want a feel-at-home experience for your readers.

2. Open Up

Let the search engine and users know who is behind what they read. Let them know you by name, academic and professional qualification, and address (where possible). If you’re true to your words, you shouldn’t keep mute on these. They deserve to have some backgrounds of their chancellor, preacher, teacher, instructor, etc.

3. Establish Yourself in Bio

You don’t have to be a professor or hold a major in a field to command authority. Your expertise may reside in hobbies, diaries, adventures, traveling, etc. Google and readers want to be convinced about why you’re in charge of their decisions. This is why you should make your expertise opened in the “About Me/Us” section of your website and let it speak you! 

I don’t have a degree in SEO, internet marketing, or content writing. Yet, I was able to establish myself on this blog with the stock of experiences from my errors and trials with my failed and successful blogs. 

4. Choice of Language

One of the keys to success in the blogging world is your choice of language. It establishes expertise.

Readers check several posts from different authors before they become fans of any. These people know when you speak the right languages for the industry. They know when an expert speaks the right technical jargon and terminologies. Being in vogue and staying active in your industry will help you to command words and reaffirm your expertise in the faces of Google and readers.

2. How to Establish "Authoritativeness" in E-A-T

The best way to explain Authoritativeness to you in the concept of Google E-A-T is to look for the following words in a dictionary.

While checking SUGGEST, what I found was that, to suggest means to give advice to people without an authoritative conviction. So if you suggest, you're merely telling the person your view or opinion rather than what he or she must do.

While checking RECOMMEND, what I found was that, to recommend means to give a view that the person can accept or find possible available alternatives. You’re sure of what you give, yet you’re sure there should be other or better options out there.

While checking for PRESCRIBE, what I found was that, to prescribe means to command to use your advice.

As you can see, PRESCRIPTION is the word of the High E-A-T websites. It's the word of the doctors, nurses, pharmacists, etc. But as for other niches, suggestions and recommendations can still show a certain level of authority in the fields. However, as an expert at what you do, you should know when to suggest, recommend or prescribe.

3. How to Establish "Trustworthiness" in E-A-T

How do you trust a man? Most likely not immediately after meeting him.

No matter your niche, you have to establish the trust. You have to make sure a reader sees reasons to diggest your content to the end because you speak the truth. To achieve this:

1. Give a Clear Picture of the Topics

First, let Google and readers see your own understanding of their problems right from the titles of your post and introductions – just as I detailed it in my post, "Blog Like a Pro: Make Readers Stay to the End and Rank Page 1". 

Readers search around before concluding on what to believe. Google crawls around before deciding what to rank. Readers trust your content if it suggests, recommends or prescribes the same things (nearly the the same) as done by others. They trust you more if yours add more and give better value. It’s based on this and more that Google ranks one post over the other too.

2. Bring Yourself in

People want experiences, they want participation, they want involvement. Don’t share fiction with them. They know where to go if they want to read that! They want practical answers to their questions. They have problems to solve. 

Google also understands that. To establish trust, it’s your work to bring yourself into the discourse. Let them know you have been in their shoes. 

Share the experiences of people who have been there and how they came out. Show them your studies and the results or that of any established authority. Open your successes up and don’t hide your failures.

3. Money Should be Secondary

The internet is getting matured days after days. Google and readers now know when a publisher is only or more interested in making money than serving. Let your readers be the primary and any other thing, secondary. 

My understanding, so far, is that money will eventually come. But the service first! Be sure you don’t clutter your content with adverts and fewer quality links. Where you must use ads, make sure they're related to your content. Don’t hold them by hand and ask them to buy. 

Once they notice what you only want their hard-earned money, they instantly grow defensive mechanisms. You might lose the trust!

4. Link To Similar Authorities

Where your content needs references, don’t deprive Google and readers. In fact, they need the sources of your information to trust it. You may have a better or unique way to present things. Yet, this world won’t be working if we don’t take people back to where our ideas come from. You either write in support of the source or against it. What matters is the trust you aim to establish.

5. Write for Human

This is the most recent preaching among SEO experts. If you need serious ranking, write for people, not the search engines. Don't forget that, even though I'm an SEO writer, I still read around the net to date. 

If I see a writer, in any niche, whose only commitment is to get ranked, I will spot without a waste of time. They usually write to favor Google ranking - not committing readers to hearts. This is a great misunderstanding. 


Google doesn't just rank, they rank what readers rank. I detailed this in my post, "How Google Truly Ranks Posts Up to No. 1 Position". Let people know you're writing for them. Let them feel it. 

I'd given you a comprehensive guide on this in another post, "How to Write Posts for Humans in 2020 To Win Google".

6. Don't Contradict Yourself

I had read a few posts contradicting themselves by writers out there - even the so-called experts. When Neil Patel wrote a title that he regretted having written 4,784 posts, my brain pounced me. I asked myself, "was this not a man who advised we should keep publishing a post per day and that at a time we can bring that to a post per week?". 

However, he was quick to say, had he known the new method from the time, he wouldn't have written that much to get the same result. 

The thing is that, you need to keep writing in your niche. I'd established how often you need to be posting as a newbie and an established blogger in my post, "How Many Posts Does My Blog Need To Succeed: Per Day, Week or Month?" Check it out! 

As for this, avoid unnecessary contradiction with yourself, especially. And if you must, ensure you make reference to all the contradicting posts and show readers why. Your readers are your fans following you around. Once you contradict yourself, they will be quick to spot that. That may weaken their trust if you don't lose them to that.


A few of my posts had made quick references to Google E-A-T. And of course, this is the most comprehensive of them all. Even though this only speaks frankly to you as a non-YLYM content writer, the original targets are not left out.

E-A-T is not an ALGORITHM update rather a concept. Though, this concept may seem more important than the periodic algorithms we’re used to. If E-A-T is seriously taken serious, you might finally conclude that the only thing you need in the ever-competing content pushing industry is NOTHING other than the concept.

Don’t hit the publish button until it’s certified for Expertise, Authoritativeness, and Trustworthiness.

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