Experience, Expertise, Authoritativeness, Trustworthiness - Googles YMYL framework. Financial sites need named authors with verifiable credentials and clear ownership.
Four pillars
- Experience: first-hand adviser or broker perspective - Expertise: qualifications (DipPFS, Chartered, CF) - Authoritativeness: citations, coverage, third-party endorsement - Trustworthiness: FCA number, real address, complaints policy, SSL
Quick wins
Add author bios, link to FCA register, list regulatory body memberships (PFS, CII, LIBF).