Google Search (also known simply as Google) is a search engine operated by Google. It allows users to search or ask for information by entering keywords or phrases on a website page or in an installed application program. It uses algorithms to analyze and rank websites based on their relevance to the query and frequently uses generative artificial intelligence (AI) to respond to queries. It is the most-visited website in the world; and as of 2025, it has a 90% share of the global search engine market. At the top of the presented search results is often a sponsored result section reflecting results sponsored by advertising revenue. Many search results are also prefixed by an "AI overview" response to the search query. The order of search results returned by Google is based, in part, on a priority rank system called PageRank which was originally developed in 1996 by Larry Page, Sergey Brin.
Types of YMYL Pages
YMYL (Your Money or Your Life) is a concept used by Google in its Search Quality Evaluator Guidelines. These guidelines assess the quality of search results for pages that could impact a person’s future happiness, health, financial stability, or safety.
- Financial information pages: These include advice on investments, taxes, retirement planning, loans, or insurance.
- Financial transaction pages: Online banking, investment platforms, or pages that allow bill payments.
- Legal information pages: These offer legal advice on topics such as divorce, child custody, creating a will, or bankruptcy.
- Medical information pages: These provide advice on health, drugs, specific diseases or conditions, mental health, or nutrition.
- News articles or public/official information pages: These are important for having an informed citizenry and include information on local/state/national government processes, government policies, social services, or politics.
Importance of YMYL
Google holds YMYL pages to a higher standard because inaccurate or misleading information could potentially have a serious negative impact on users’ well-being. The search engine giant wants to ensure that high-quality, trustworthy sources appear at the top of search results for YMYL queries.
Evaluation Criteria
The Search Quality Evaluator Guidelines outline specific criteria for evaluating YMYL pages. These include the expertise, authoritativeness, and trustworthiness (E-A-T) of the content. Evaluators look for clear indicators of expertise, such as the author’s qualifications and the website’s reputation. Authoritativeness is assessed through the site’s overall reputation and the accuracy of the information provided. Trustworthiness is evaluated based on the transparency of the site, the accuracy of the information, and the presence of any misleading or deceptive content.
Impact on Search Rankings
YMYL pages are prioritized in search rankings to ensure that users receive the most accurate and reliable information. Google’s algorithms are designed to identify and promote high-quality YMYL content, while demoting or removing low-quality or misleading information. This prioritization helps protect users from potential harm caused by inaccurate or unreliable information.
