You may have heard about these terms if you have been involved in SEO for the past few years, and they have recently been included in the maintenance of Google's quality standards. But what do they stand for, and what purpose do they serve?


What is "MC"?

This stands for Main Content, the unique information that appears on every page, including certain features that make the page distinctive.

What is "YMYL"?

Your Money or Your Life pages hold critical information and can affect people in different ways. These can include pages where financial transactions are made, or affecting daily health, happiness and safety of the user.

What is "E-A-T"?

This is an acronym for Expertise, Authoritativeness and Trustworthiness.


These terms come from the Google Raters Manual, which is a guideline for Google Raters, the people who double-check the effectiveness of its algorithms. Read further on the subject below:


Once Google understands the purpose of a page, it uses a system of metrics designed to measure the following:

  • The creator’s expertise

  • How much authority the creator, main content and website itself have

  • How trustworthy the creator, the main content and the website are


High E-A-T scores can be awarded for all types of websites: fashion websites, forums, Q&A pages, along with many others. 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.

Image result for YMYL

From the Google Search Quality Guidelines: Raters Manual:

● High E-A-T medical advice should be written or produced by people or organisations with appropriate medical expertise or accreditation. High E-A-T medical advice or information should be written or produced in a professional Copyright 2019 style and should be edited, reviewed, and updated on a regular basis.

● High E-A-T news articles should be produced with journalistic professionalism — 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.

● High E-A-T information pages on scientific topics should be produced by people or organisations with appropriate scientific expertise and represent a well-established scientific consensus on issues where such debates exist.

● High E-A-T financial advice, legal advice and tax advice should come from trustworthy sources and be maintained and updated regularly.

● High E-A-T advice pages on topics such as home remodelling (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 “expert” or experienced sources that users can trust.

● High E-A-T pages on hobbies, such as photography or learning to play the guitar, also require expertise.


If you want to know more about content quality and how Assemble can help, please feel free to contact us or visit our content marketing or SEO pages!

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