{"id":10254,"date":"2023-08-11T13:02:33","date_gmt":"2023-08-11T13:02:33","guid":{"rendered":"https:\/\/wild-pr.co.uk\/?p=10254"},"modified":"2023-11-17T14:00:23","modified_gmt":"2023-11-17T14:00:23","slug":"how-can-digital-pr-improve-e-e-a-t-signals-and-what-is-ymyl","status":"publish","type":"post","link":"https:\/\/wild-pr.co.uk\/how-can-digital-pr-improve-e-e-a-t-signals-and-what-is-ymyl\/","title":{"rendered":"How can digital PR improve E-E-A-T signals and what is YMYL?"},"content":{"rendered":"
At the end of 2022, Google introduced <\/span>E-E-A-T<\/span><\/a>, formerly just E-A-T. The acronym stands for experience, expertise, authoritativeness, and trustworthiness. \u2018Experience\u2019 is the most recent parameter that Google added to its Search Quality Guidelines.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n If brands can prove they\u2019re meeting E-E-A-T signals by providing audiences with top-quality content, then Google will secure you a top spot in the SERPs. Let\u2019s break it down:\u00a0<\/span><\/p>\n – Experience: <\/strong>Experience is the latest signal within E-E-A-T, demonstrating that a brand needs to have experience in its field. For example, if you\u2019re a health brand, you will benefit by showcasing proven results of the treatments you offer etc.\u00a0<\/span><\/p>\n – Expertise: <\/strong>As well as experience, content authors must prove they have topical expertise. Expertise could include having the knowledge, qualifications, credentials, and credibility to share reliable content on your site or with third parties (news outlets). Expertise and experience overlap slightly, but they\u2019re not the same. For example, expertise could be explained as giving advice, whereas experience could be giving examples or showing <\/span>case studies<\/span><\/a> of your work.\u00a0<\/span><\/p>\n – Authoritativeness:<\/strong> Not only should you come across as the expert in your field, but you should be the authority too. This comes from receiving mentions from other credible sources, such as your content achieving backlinks and mentions from other sites.\u00a0<\/span><\/p>\n – Trustworthiness:<\/strong> Experience, expertise, and authoritativeness all contribute to a user’s trustworthiness of your site. Content should hold as much credibility as possible, and the site must also have a good user experience.\u00a0<\/span><\/p>\n Ensuring you\u2019re meeting E-E-A-T signals is essential for any brand, particularly if your brand sits within sectors that fall within legal, financial, medical, and safety umbrellas. Typically, these types of verticals are untrusted by customers and Google.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n The type of brands that fall within these categories or cover content on these topics are classified as a \u2018Your Money or Your Life\u2019 (YMYL) site or page. This is because Google considers these types of subjects \u2018high stakes\u2019, where they must be rich in experience, expertise, authoritativeness, and trustworthiness.\u00a0<\/span><\/p>\n It\u2019s important that these types of sites are high-quality because customers must be able to consume trustworthy and accurate information. For example, if you\u2019re a business within the financial sector and you\u2019re giving money advice, it needs to be to a high standard and backed up with credible research and evidence. A finance site giving out bad money advice could have detrimental consequences for readers who follow the information.\u00a0<\/span><\/p>\n However, if you\u2019re a finance site that can offer expert-led advice supported by research and give your readers helpful solutions that work, Google will give you a big green tick, and you might find your brand ranking higher in the SERPs!\u00a0\u00a0<\/span><\/p>\n Examples of YMYL sites doing it right include:<\/span><\/p>\n – Healthline<\/span><\/a>: A source of credible health and medical news and information\u00a0<\/span><\/p>\n – Financial Times<\/span><\/a>: The world\u2019s leading global business publication covering news, analysis and comment on business, politics, and world affairs topics\u00a0<\/span><\/p>\n – Health and Safety Executive:<\/span><\/a> Guidance, advice, news and legislation from Great Britain\u2019s independent regulator for work-related health and safety\u00a0<\/span><\/p>\n – Amazon<\/span><\/a>: Multinational technology business focusing on eCommerce, cloud computing, online advertising, digital streaming, and artificial intelligence<\/span><\/p>\n <\/p>\n Whether you\u2019re classified as a YMYL site or not, you should do your best to meet E-E-A-T parameters, and <\/span>digital PR<\/span><\/a> can help you do just that.\u00a0<\/span><\/p>\n <\/p>\n When Google is deciding whether or not your site should be trusted or not, they will look for expertise and experience signals. Digital PR can help improve these signals, and tactics to secure these parameters include <\/span>thought leadership PR<\/span><\/a>, such as interviews, industry-specific features, or commentary in relevant publications.\u00a0<\/span><\/p>\n If you\u2019re a professional in your field and can offer value to a conversation\/trending topic, creating content around this is a good way for a brand to generate brand awareness and build authority.<\/span><\/p>\n <\/p>\nYMYL sites and pages\u00a0<\/b><\/h2>\n
Digital PR and E-E-A-T\u00a0<\/b><\/h2>\n
Digital PR and experience and expertise<\/b><\/h4>\n