WHY is SEO so important?

February 22, 2020
Posted in SEO
February 22, 2020 Alejandro

People go to Google to solve a problem. That’s! That is why SEO is so important.

People go to Google intending to find an answer. The google business exists for the sole reason of solving a problem or search attempt in the best possible way.

When you align the intention of a potential customer and your business proposal you get the ultimate success that is the conversion of a prospect to the consumer of your product.

What are the pillars of SEO?

Relevance, Authority, Trust and Website Infrastructure.

The SEO specialist must understand and master the market tools for scanning web pages and find fault points such as Corrupt links, Sitemaps, Redirects, Duplicate content, Robots.txt, Metadata, ALT text among others to make the design and operation of the website as friendly as possible so that the search engine can scan it completely and index it.

In 2015, Google launched its search quality assessment guidelines in full in response to a filtered version circulating on the web.

These guidelines contain three golden keys on how Google looks at web pages and how they differentiate high-quality content from low-quality content:

E-A-T “Expertise, Authoritativeness, Trustworthiness” (experience, authority, reliability) or page quality

YMYL “Your money or your Life” (your money or your life)

Technically, the guidelines serve as a reference for Google’s human search evaluators: people who rate how well Google’s algorithm is doing its job. However, because of that, this guide also serves as an essential tool to get information about what Google is looking for in a high-quality web page.

The answers are found in E-A-T, YMYL and the beneficial purpose: what they mean and how they apply to the content.

Let’s analyze what you need to know about each of them.

Websites and pages must be created to help users.

Specifically, the page must fulfill its intended purpose, but that purpose must also be user-centred (whether to make readers laugh, sell them something, inform them, teach them, etc.).

On the other hand, a page created with the intention of making money “without any attempt to help users” is considered the page of lower quality. These pages will be ranked at the bottom of the search lists and will lose a lot of organic visibility.

YMYL: tu dinero o  tu vida

Your Money or Your Life (YMYL) is the type of information that, if presented in an inaccurate, false or misleading way, could directly affect the reader’s happiness, health, security or financial stability.

In other words, there is a lot at stake for this type of content. If you create a YMYL page with bad advice or bad information, it could affect people’s lives and livelihoods.

Google takes this content very, very seriously. Experts with relevant experience need to write YMYL content. It is for this reason that diet websites and health councils have lost so much ranking at an organic level because most of their advice is not supported by scientists and health authorities.


Some topics that Google evaluates with this type of criteria are:

  • Current news and events on topics such as business, science, politics and technology.
  • Issues related to government, law and civic education (voting, social services, legal affairs, government agencies, etc.)
  • Financial advice on taxes, retirement, investments, loans, etc.
  • Purchasing information, how to investigate purchases
  • Medical advice, information on medications, hospitals, emergencies, etc.
  • Information about people of ethnicity, race, religion, nationality, sexuality in particular, etc.


E-A-T “Expertise, Authoritativeness, Trustworthiness” (experience, authority, reliability) or page quality


Experience: refers to the creator of the main content on the page. Are they experts in the subject? Do you have the credentials, if necessary, to support that, and is this information available to read on the website?

Besides, in the recently updated version of the guidelines, Google makes an exception for “everyday experience.” This means that people with relevant life experience in specific subjects can be considered experts, no formal training or education is required. However, this is only valid for content that is not YMYL.

According to section 4.5, of (SQEG) Search Quality Evaluator Guidelines “The standard of experience depends on the subject of the page”. For example, a person who writes detailed and useful restaurant reviews has daily experience if he is a regular at the restaurant and loves food.


Authority: refers to the creator of the content itself and the website on which it appears. The definition of “authority” gives us a great clue as to what this means for Google and websites:

“Authority” means having generally recognized authority. People know him, know his background and consider him a leader in his industry. They accept you as a good source of information.


Reliability: The “Reliability” part of E-A-T also refers to the creator of the content and the website.

Being a reliable expert and source means that people can trust you to provide honest and true information that is accurate.

“High-quality content is expert content
and user-centred.”

To create high-quality content that Google will rank (and rate well), you should look at the three keys found in the Search Quality Evaluator Guidelines: beneficial purpose, E-A-T and YMYL.

Each page must have a purpose, and that purpose must be fulfilled to benefit the user.

Each page needs the right experience behind it. Some pages require higher levels of E-A-T than others due to their subject. Sometimes, for low pages or without YMYL, evidence of experience can be found in the content itself.

YMYL pages need the highest possible E-A-T. These pages can have a direct impact on the life, livelihood or happiness of the reader.

Finally, remember that Google standards change constantly. This is because the search expectations of users are also always changing and Google needs to keep up to stay relevant so they are the # 1 search engine worldwide.

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