Mayer Integrity. E-E-A-T for YMYL Websites

Reviews are the number 1 driver of trust for people all over the world. Reputation is earned, and AI has instigated a return to this. For the first 30 years of the internet, the waters were muddied by spammers and grey-hat SEO, manipulating the search results. Now we are returning to this tried and true metric being the number 1 reason a product is bought. But let's not forget the 3 issues in the way of reviews being the top factor for recommending businesses: Hotheaded consumers often leave a review in an irrational state of mind or for revenge. They may thus judge with unfairly low scores. AI still hasn't nailed intent as of February 2026. It can't tell the difference between genuine reviews and... Fake reviews are rampant on most platforms. This is why LinkedIn is the unlikely website to trust for future trust marketing and ORM. How many reviews are there online? Worldwide. In Total. By my calculations there are more than 22 billion reviews online worldwide , as of Janua...

If your rankings or traffic dropped sharply, especially after a core update to Google's algorithm. Your site might be suffering from weak or more serious  EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) signals.  For YMYL topics (Your Money or Your Life), Google’s systems and quality raters hold you to a higher bar. Find out why your business has been demoted and if it is EEAT / YMYL related First you will see traffic drop. It may even be subtle. The most common pointer is that a struggle to get the traffic back yields no results.  Loss of trust-related rankings: Pages dealing with health, finance, legal, or relationships fall hardest. If informational pages vanish but lighter blog posts remain, that’s a red flag. This was how I first realized. Author or source opacity: Missing credentials, no visible authorship, or vague “team” pages suggest low expertise. If a site lacks any transparency about who made it, there is a chance EEAT caused the issue...