About the Author

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CEOat|alexander.sperber@unitedads.de| + posts

Alexander Sperber ist Chief Executive Officer von UnitedAds, einem Unternehmen, das sich auf digitale Marketingstrategien spezialisiert hat. Mit fast zwei Jahrzehnten Erfahrung hat er sich als Experte in den Bereichen Google Ads und Suchmaschinenoptimierung (SEO) etabliert. Unter seiner Führung hat sich UnitedAds durch innovative Ansätze zur Verbesserung der Online-Sichtbarkeit und zum Erfolg im digitalen Marketing einen Namen gemacht.

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Work with us to create high-quality content that informs, inspires and sells.

Websites that deal with topics that can have a significant impact on the life, health, financial stability or safety of users are classified by Google as YMYL (Your Money or Your Life) websites.

These topics require particular care and responsibility, as the information provided can have far-reaching consequences for users. The demands that Google places on the quality and reliability of YMYL websites are correspondingly high.

Importance of YMYL websites

YMYL websites play an important role in everyday life. They offer information and decision-making aids on topics such as:

  • Health: Medical advice, information on diseases and therapies, nutritional advice
  • Finances: Financial advice, information on investment products, loans and insurance
  • Legal: Legal advice, information on laws and contracts
  • E-commerce: online shopping, product reviews, payment methods
  • News and politics: information on current events, political analysis

The quality and reliability of the information on these websites is therefore of immense importance. Incorrect or misleading information can have serious consequences for users, both financially and in terms of health.

“The importance of YMYL (Your Money or Your Life) sites is that they provide information that can have a significant impact on people’s lives, which is why Google has particularly high standards for their quality and reliability.”

Alex Sparrow Hawk
CEO UnitedAds

Alex 1
Clear YMYL themes Possible YMYL topics No YMYL themes
Health advice Fitness and nutrition tips Hobby and leisure
Financial advice (investments, loans, banking transactions) Legal advice on everyday problems Travel blogs
Safety instructions (e.g. product safety) Product reviews Entertainment (movies, music)
Legal advice (laws, court proceedings) Tips for parenthood Personal blogs
News on political events House purchase and real estate advice Fashion and lifestyle
Medical information on specific diseases Management consultancy Games and apps

Google’s evaluation criteria for YMYL websites

To ensure the quality and reliability of YMYL websites, Google uses various criteria for evaluation. These criteria can be divided into the following categories:

Expertise, authority and trustworthiness (E-A-T)

  • Proven expertise of the authors and those responsible
  • Transparent presentation of qualifications and experience
  • Established authority and credibility in the industry
  • Positive reputation through awards, ratings and citations

High quality content

  • Accuracy, relevance and timeliness of the information
  • Comprehensible and user-friendly presentation
  • Completeness and balance of content
  • Scientific basis and citation of reputable sources

Transparency of information sources

  • Clear identification of sources and authors
  • Links to reputable and trustworthy sources
  • Avoidance of misleading or inaccurate information

Positive reputation

  • Positive reviews and user experiences
  • Recommendations from experts and other trustworthy sources
  • Avoiding negative reporting and controversy

Security and data protection

  • Protection of personal and sensitive data
  • Compliance with the applicable data protection laws
  • Transparent privacy policy and implementation of security measures

Measures to ensure Google compliance

To comply with Google guidelines and ensure good visibility in search results, operators of YMYL websites should take the following measures:

  1. Consistent implementation of the above criteria in all areas of the website
  2. Regular review and updating of content
  3. Implementation of quality assurance measures
  4. Transparent communication with users

Tips for creating high-quality YMYL websites

1. content with expertise:

  • Make sure that the content of your website has been created by experts with proven expertise in the relevant field.
  • Provide clear information about the authors and their qualifications.
  • Publish testimonials and reviews from satisfied users to build trust.

2. seriousness and sources:

  • Cite only reputable sources, such as scientific studies, professional articles or established websites of organizations.
  • Link to further information to give users the opportunity to inform themselves.
  • Label sponsored content clearly and unambiguously.

3. topicality and correctness:

  • Check your content regularly and update it if necessary.
  • Make sure that all information is up-to-date and correct.
  • Correct errors immediately.

4. understandable language:

  • Use clear and understandable language that is also accessible to non-experts.
  • Avoid jargon and technical terms.
  • Structure your content clearly and concisely.

5. user feedback:

  • Offer users the opportunity to give feedback on your website.
  • Use this feedback to improve your website.
  • Answer users’ questions and comments promptly and in a friendly manner.

6. security and data protection:

  • Protect the personal data of your website users.
  • Implement appropriate security measures.
  • Inform users transparently about the use of their data.

Additional tips:

  • Use appealing images and videos to complement your content.
  • Create a clear and user-friendly navigation.
  • Optimize your website for search engines (SEO).
  • Promote your website on social media and other channels.


Creating high quality YMYL websites takes time and effort. Follow the tips above to create a website that is informative, trustworthy and user-friendly.

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