What’s the Difference Between EAT and YMYL Content?
It’s often said in the content writing business that content is king, but there is more to good copywriting than just this simple sentence. There are different types of content and different types of SEO tactics. The difference between EAT and YMYL content is one of the most important things that any webmaster or content writer can understand right now.
Google (and other popular search engines) have different ways to rank content. A copywriter’s goal is to aim for the top of rankings lists. To rank at the top of Google rankings or any other search engine, you have to have a pretty fluid understanding of what ranking factors search engine bots are looking for.
EAT and YMYL content is not categorized as the same anymore. Google sees the difference between the two, and so should you if you want to create high-quality content that ranks on search engines.
What’s the Difference Between EAT and YMYL Content?
The tone, voice, and overall angle of a content piece can fall into either the EAT or YMYL categories. Depending on which category it falls into, Google and other search engine bots will have a completely different view of the content at hand. As a result, each search engine will rank the content differently.
Here’s how to spot the difference between EAT and YMYL content.
What is EAT Content?
The term EAT stands for Expertise, Authoritative, and Trustworthiness.
The term TEA just didn’t have the same ring to it!
EAT content is what Google is looking for in its top search results. When content is simultaneously categorized as effective, authoritative, and trustworthy, Google gives it a thumbs up. Google will often increase the ranking of the content until it’s a little bit higher in search engine results than it used to be.
What makes up EAT content?
Google wants to see keywords matched, which makes it effective. Google wants to see authoritative links, such as news websites over open encyclopedias like Wikipedia. The better your links are, the higher search engines will rank your content for authority.
The third factor that makes up EAT content is trustworthiness. Google wants to know that the content on the other side of the page is reliable and that all the information is accurate.
Just like the first two letters in the EAT acronym, the third factor (Trustworthiness) is all about good content mixed with superior links to trustworthy websites.
If your links are all over the place and your content doesn’t make much sense, Google (and any other search engine bot) will kick your blog post or page way down.
A copywriter who wants to get their own or their client’s copy to the top has to always keep the EAT acronym in mind. Search engine bots do. Therefore, you should too!
What is YMYL Content?
The term YMYL stands for Your Money or Your Life.
While it’s not something that you want to hear standing in line at the nearest ATM, it’s a perfectly fine and non-threatening term in the world of content writing.
In content writing and SEO, YMYL content refers to content that the EAT acronym doesn’t cover.
Although EAT content is purely there to inform or entertain, YMYL content is there to provide a sales pitch – and that’s it. Sales content and website copy that aims to sell a product or service become part of the YMYL content category.
YMYL content is acceptable, however, it is not seen as the same animal as EAT content by search engines. In fact, EAT and YMYL content should not be written the same way by any copywriter if they want to see the best possible results.
While EAT content is authoritative, YMYL content is there to provide consumers with more information about what they will get for their money.
The question copywriters creating content covering YMYL topics should answer is: what does spending their money get them for their lives? We don’t spend money if the result doesn’t bring some type of value or improvement to our lives or immediate situation. This is what effective YMYL sales copy is all about.
YMYL content allows for more sales language and SEO speak. On the other hand, sales words and terms are something you want to keep away from any EAT content. This can cause EAT content to drop in Google search rankings.
Getting the Difference Right
Always ask yourself questions about the goal of a page or blog post. What are you hoping to achieve with the content? What do you want the reader to take away from the content when they move on or follow your call to action?
If you are able to answer this question, you should always be able to get the difference right.
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