The importance of YMYL and EAT
As a financial services provider, most of your content will fall under the so-called YMYL pages. So, search engines will most likely scrutinise you, and you need to go the extra mile to ensure your SEO content is top-notch.
Your Money Your Life (YMYL) pages are pages classified by Google that contain information that may affect your current or future well-being – physically, mentally and financially. As such, Google insists on page quality (PQ) for such pages and is more cautious in categorising and ranking YMYL pages.
E-A-T (expertise, authority, trustworthiness) is the metric to find out what Google is looking for in a high-quality website.
Therefore, financial services websites must carefully optimise for accuracy and trustworthiness while emphasising the importance of creating content authored by experts.