What is YMYL Content and How Does it Impact Healthcare Marketing?

Every day, people turn to the Internet to search for medical information. In fact, 58.5% of American adults search for medical information online, and 42% communicate with their doctor’s office via the Internet. 

You can boost site traffic simply by providing accurate medical information and convenient communication channels. 

However, before you set sail into the world of content creation, it’s important to note that Google classifies health and medical information as a “Your Money Your Life” (YMYL) topic. YMYL content topics can significantly impact our lives, which means content creators must produce quality content that meets Google’s criteria. 

Let’s explore what YMYL content means, how it affects healthcare marketing, and how to create content that earns trust — and ranks well on Google.

What Is Your Money or Your Life (YMYL) Content? 

Your Money or Your Life (YMYL) is a term from Google’s Search Quality Rater Guidelines. The acronym refers to content topics that directly impact critical areas of our lives, such as health, financial stability, safety, and happiness. 

YMYL content topics include:

• Health and medical information

• Financial information

• News and current events

• Safety information

• Legal information

• Content that could hurt or negatively impact certain groups of people

While non-YMYL topics such as entertainment, lifestyle, and fashion can influence our choices, YMYL content topics can deeply impact a person’s life. Inaccurate or misleading information in a YMYL category can lead to serious harm, which is why trust and credibility are non-negotiable.

How Does Google Evaluate Content Quality? 

Google evaluates content with its E-E-A-T framework. In fact, Google uses this framework to assess all kinds of content, from fashion blogs to healthcare articles. However, the bar is higher for healthcare copy and other YMYL content. 

The E-E-A-T acronym stands for:

• Experience

• Expertise

• Authoritativeness

• Trustworthiness

While E-E-A-T is not a direct ranking factor, it strongly influences how search engines and users perceive your content. Websites with a very high  E-E-A-T are the most reliable sources on the internet and tend to perform better in search results. 

How to Use E-E-A-T to Create Quality Healthcare Content

There are various steps you can take to build a strong E-E-A-T foundation and improve your page quality. Here are four crucial actions to boost your experience, expertise, authoritativeness, and trustworthiness. 

1. Provide Information About Practitioners

Offer comprehensive information about your healthcare providers’ credentials and experience. Showcasing providers’ qualifications helps establish credibility — reassuring potential patients that their health is in capable hands.

You can also include a photo of each practitioner. Showing the real person behind your services can help patients feel at ease, knowing they are dealing with a legitimate practitioner. A photo humanizes a provider, making them more relatable and approachable. 

2. Post Informative Content 

   
   

Meet users’ needs by offering factual information regarding symptoms, causes, and treatments of the conditions you treat. You can also provide wellness advice and information regarding the latest medical research. These types of information can empower patients to make the best decision for their health and establish you as an informed, authoritative healthcare provider. 

When creating content, it’s crucial to rely on authoritative sources. Linking to government health organizations, reputable medical journals, and established medical institutions reassures readers that your information is accurate and trustworthy. 

3. Keep Your Content Fresh 

   
   

It’s crucial to update your content regularly to ensure you continue to provide useful information. Since medicine evolves quickly, it's also crucial to update any outdated information and sources. Link to more recent sources to ensure your users have access to up-to-date information. It’s best to use sources published within the last three to five years. 

4. Include Testimonials

Patient reviews can help site visitors take a digital leap of faith and schedule an appointment at your practice. Reach out to some of your patients and ask them to share their experiences, then create a testimonial page on your site. Such a page will strengthen your trustworthiness. 

Start Creating Quality Healthcare Content That Shines in Search Results

Now that you know more about YMYL content and how to foster trustworthiness, you can start creating quality copy. 

Need help creating content that shines?

I specialize in creating E-E-A-T optimized content and have crafted quality copy for various healthcare establishments. Let’s work together and make your content stand out! Contact me today!