Imagine clicking on a website for medical advice and getting tips that could literally harm your health. Or think about a financial blog whose guidance might cost someone their life savings. Not a great user experience, right? This is exactly what Google wants to prevent with something called YMYL – Your Money or Your Life. It may sound like a reality TV show tagline, but for business owners and marketers (especially in Australia), YMYL is serious business for your SEO, digital trust, and content strategy.
In this article, we’ll break down what YMYL is (and where it came from), why it matters for industries like finance, health, legal, and other personal advice sectors, and how E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) fits into the picture. Most importantly, we’ll give you clear advice on aligning your content and SEO strategy with YMYL standards. We’ll also highlight how ID Digital Agency helps Australian businesses build credibility, compliance and performance in the YMYL arena through services like SEO, content marketing, web development and digital ecosystems.
“Your Money or Your Life” (YMYL) is a phrase Google uses to label any content that can significantly impact a person’s health, finances, safety, or overall well-being. This concept originated from Google’s Search Quality Rater Guidelines – a handbook for the human reviewers who evaluate Google’s search results.
Examples of YMYL topics include:
Finance – advice on investments, loans, taxes, budgeting
Health & Medicine – diseases, treatments, nutrition, medications
Legal & Government – rights, visa information, government services
Safety – emergency preparedness, childcare, safety tips
Major Life Decisions – education, career moves, buying a home
If your content can influence someone’s life or livelihood, Google considers it YMYL and holds it to a higher standard.
If your site deals with YMYL topics – financial, health, legal or personal advice – the stakes are high. Google doesn’t want to send users to low-quality pages that could harm them. That means your pages are held to a stricter standard for quality and trust.
From an SEO perspective, if your YMYL content isn’t up to scratch, it’s unlikely to rank well. From a business perspective, failing to meet YMYL standards can erode trust or even expose you to compliance issues.
Google has been clear: when YMYL content provides inaccurate or low-quality information, it can cause real harm. That’s why its ranking systems apply the strictest standards of trustworthiness and safety to YMYL queries. The 2018 “Medic” core update is a perfect example – many health and finance sites saw rankings drop overnight because they lacked credibility, expertise, or trustworthy signals.
For Australian businesses, this isn’t just about SEO. Many YMYL industries are also regulated – think ASIC in finance or TGA in health. Meeting YMYL standards often aligns with meeting compliance requirements. In short: good SEO practices also keep you on the right side of regulation.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s not a single ranking factor, but a framework Google uses to assess whether a page is reliable – and it’s especially critical for YMYL content.
Experience – Does the creator have first-hand experience?
Expertise – Are they qualified or knowledgeable in the topic?
Authoritativeness – Is the website or author a recognised authority?
Trustworthiness – Is the content accurate, transparent, and safe?
For YMYL pages, trust is the most important factor. Even if you have expertise, if your site looks sketchy or lacks transparency, it won’t perform. The stronger your E-E-A-T, the more confidence you’ll build with both Google and your audience.
Here are six clear ways to get your content in line with YMYL expectations:
Demonstrate Expertise. Use subject matter experts to create or review your content, and showcase their credentials.
Prioritise Accuracy. Fact-check everything, cite credible sources, and keep content updated.
Be Transparent. Show who you are, include bios, provide contact details, and use disclaimers when needed.
Secure and Optimise Your Site. Use HTTPS, fast-loading design, and avoid spammy ads.
Add Experience and Empathy. Include personal stories, case studies, and first-hand perspectives alongside facts.
Ensure Beneficial Purpose. Every page should help the user – not just chase keywords.
ID Digital Agency helps Australian businesses build credibility and performance in YMYL sectors with a strategic, connected approach:
SEO & Content Strategy – We develop strategies that align with YMYL standards, ensuring your content earns visibility and trust.
Content Marketing – Our team creates high-quality, accurate, and engaging content that demonstrates expertise and authority.
Web Development – Secure, user-friendly websites that instil trust and improve customer experience.
Digital Ecosystems – Integrated systems that ensure accuracy, compliance, and consistency across platforms.
Ongoing Monitoring – Continuous audits, updates, and optimisation to keep your site performing as Google’s algorithms evolve.
With ID Digital Agency as your partner, YMYL becomes less of a hurdle and more of an opportunity to stand out as a trusted leader in your industry.
YMYL isn’t about making life harder for business owners; it’s about ensuring your content is accurate, trustworthy, and genuinely valuable. By aligning with YMYL standards and embracing E-E-A-T, you’ll build trust with your audience, stay compliant, and win favour with Google.
When the stakes are as high as your money or your life, don’t leave it to chance. Let’s create digital experiences that are safe, credible, and high-performing – because trust is the ultimate conversion driver.