Have you ever wondered what makes top healthcare websites stand out on Google? Can Google EEAT Guidelines really help your site get more visibility and attract more patients? Let’s dive into Google EEAT and its role in healthcare SEO.
Table of Contents
What Exactly Is Google EEAT Criteria?
Google’s EEAT criteria stand for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of guidelines used to evaluate the quality and reliability of web content, especially for Your Money or Your Life (YMYL) topics, such as health, finance, and legal advice, where inaccurate information can significantly impact users.
Experience:
Content should reflect first-hand experience or direct interaction with the topic. For example, a patient sharing their experience with a specific treatment or a healthcare professional sharing medical advice based on their professional experience.
Expertise:
The author must possess a high level of knowledge or skill in the subject. For instance, a licensed healthcare professional writing about specific medications or treatments.
Authoritativeness:
The website and its authors should be recognized as credible and authoritative sources within their field, supported by credentials, references, or endorsements.
Trustworthiness:
The site must build a high level of trust through transparency, accurate information, secure user connections, and clear privacy policies.
Understanding the background:
EAT has been a part of Google’s Algorithm since 2014 and gained a lot of hype in 2018 when Google released the medic update to their algorithm, and a lot of health and finance-related websites were impacted to a greater extent.
In 2022, Google introduced an extra “E” in their EAT criteria to ensure that content should be written by authors who have first-hand experience in a specific speciality. Even Google says that EEAT is important for them.
Now, Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) is a part of Search Quality Rater Guidelines (SQRG), which human raters use to evaluate the quality and reliability of web content.
However, it’s important to note that EEAT is not directly part of Google’s algorithm. Instead, it provides a framework for raters to assess the reliability and value of websites, providing feedback that informs improvements to Google’s systems.
Google uses it indirectly to access the quality of its website. For instance, when healthcare content is well-written and medically reviewed by a special healthcare professional, the author’s bio details are accessible to the user. The user retains the webpage and explores the details. Google uses this retention time to evaluate the quality of content. It also leverages semantics and NLP to understand the overall quality of content.
Understanding Google EEAT in the Healthcare Context
As we already discussed, EEAT becomes more important for healthcare content because Google considers it a YMYL—content that can influence a person’s health, finances, or overall well-being. Here, we dive deep into Google EEAT in the context of healthcare.
Demonstrate Experience to Satisfy EEAT
When it comes to healthcare content, experience isn’t just a nice-to-have—it’s a must. Google’s EEAT guidelines emphasize the importance of first-hand experience, especially for YMYL (Your Money or Your Life) topics like healthcare. But how do you showcase your experience in a way that satisfies both Google and your audience?
Think about it: Would you trust medical advice from someone who’s never treated a patient? Probably not. That’s why Google prioritizes content created by authors with real-life experience. For healthcare websites, this means your content should be written or reviewed by healthcare professionals. Here’s how you can do that:
1. Share Real-Life Stories and Case Studies
Real-life examples show that the author has experience and subject matter expertise. If you’re a healthcare professional, share stories from your practice. For instance, a dermatologist could write about a patient’s journey with acne treatment, detailing the challenges, solutions, and outcomes. These stories demonstrate your experience and make your content relatable and engaging.
2. Highlight Your Professional Background
Your credentials matter. Make sure your author bio clearly states your qualifications, years of experience, and areas of expertise. If you’re writing about diabetes management, readers need to know you’re a certified endocrinologist with years of practice, not just someone who reads a few articles online.
Example:
Take a page from Healthline’s playbook. Their articles often include detailed author bios, like “Dr. Alisha D. Vassar-Sellers is a managed care pharmacist. She is a corporate pharmacy director for a Managed Medicaid health plan.” This instantly builds trust and reassures readers that the content comes from a credible source.
3. Use Patient Testimonials and Reviews
Testimonials and reviews are powerful tools for showcasing your experience. Encourage satisfied patients to leave reviews on platforms like Google My Business or your website. If you’re a content creator, incorporate patient success stories into your articles to add authenticity.
4. Provide Actionable, Detailed Advice
Your content should offer actionable, in-depth advice that only someone with hands-on experience could provide. For example, if you’re writing about managing hypertension, don’t just list common causes—explain how to monitor blood pressure at home, interpret readings, and adjust lifestyle habits accordingly.
Example:
Instead of saying, “Eat less salt to lower blood pressure,” provide a detailed guide like, “Here’s how to read food labels to identify hidden sodium, along with a 7-day low-sodium meal plan.” This level of detail shows you’ve worked with real patients and understand their struggles.
The Critical Role of Expertise in Medical Content
Optimizing healthcare websites for Google EEAT means showing you know your stuff. You need to make content that’s both informative and highlights your medical expertise. Users look at who’s behind the content, so you must prove that you’re a credible source of information. Here are some ways to prove it:
1. A related medical professional must review the content, and the author’s details are easily accessible to ensure that content is clinically sound and safe from any wrong information, as Healthline did so well.
2. Links to an editorial process should be provided in the content so that users can check the website’s editorial process, as Cleveland Clinic did.
3. Websites should give the details about their medical board where medical reviewers’ details are mentioned, like their experience and expertise in specific areas of healthcare, as the Mayo Clinic did.
As Google uses NLP and Semantics to understand the context of content, Using semantics in your healthcare SEO strategy is fruitful; semantics means focusing on meaningful connections between words and concepts to help search engines like Google to better understand the context of your webpage content.
Unlike lexical search engines that rely on string matching, semantic SEO uses patterns between word meanings, enabling better alignment with search intent.
Why Authority Matters in Healthcare SEO
Authority isn’t something you can claim—it’s something you earn. In the world of healthcare, where trust is everything, being seen as a credible, go-to source can make all the difference. But what does authority mean, and how does it impact your SEO efforts?
Google’s EEAT guidelines place a strong emphasis on authority, especially for YMYL (Your Money or Your Life) topics like healthcare. To assess authority, Google looks beyond what you say about yourself. Instead, they focus on what others are saying about you. This means your reputation needs to be backed by independent, credible sources—think reviews, expert recommendations, news articles, and even Wikipedia entries.
Here’s how you can build and demonstrate authority in a way that feels authentic and trustworthy:
1. Let Others Vouch for You
The best way to build authority is to let others do the talking. When reputable sources like industry publications, medical journals, or news outlets mention your work, it carries far more weight than self-promotion. For instance, if a well-known healthcare blog cites your research or a leading medical professional recommends your website, it sends a strong signal to Google and your audience that you’re a credible source.
2. Leverage Backlinks from Reputable Websites
Backlinks are like digital votes of confidence. When other credible websites link to your content, it tells Google that your information is valuable and trustworthy. Focus on earning backlinks from authoritative sources like medical associations, research institutions, or well-known healthcare blogs.
For example, if you publish a groundbreaking study on diabetes management and reputable health websites link to it, it not only boosts your authority but also improves your search rankings.
3. Establish Topical Authority
Topical authority means becoming the go-to expert on a specific topic. Instead of trying to cover everything, focus on dominating a niche within healthcare. Create comprehensive, in-depth content that addresses every aspect of your chosen area.
For instance, if you specialize in mental health, create a series of articles, guides, and resources that cover everything from anxiety and depression to therapy options and self-care tips. Over time, this depth of content will position you as an authority in that niche.
4. Seek Recognition from Credible Organizations
Awards, certifications, and recognitions from reputable institutions can significantly boost your authority. These accolades act as third-party endorsements, validating your expertise and reinforcing your credibility. For example, being recognized by a medical association for your contributions to patient education can set you apart as a leader in your field.
5. Become the Go-To Source for Your Niche
Authority is often niche-specific. You don’t need to be an expert on everything—focus on becoming the best in your particular area. For example, if you specialize in pediatric care, aim to create content so comprehensive and reliable that other professionals in your field start referencing it. Over time, you’ll become the trusted voice for that topic.
6. Be Transparent and Authentic
Building authority isn’t just about accolades and collaborations—it’s also about being transparent and authentic. Share your journey, including the challenges and lessons learned along the way. When people see the human side of your expertise, they’re more likely to trust and respect your authority.
Trust: The Foundation of EEAT
At the core of Google’s EEAT framework lies Trustworthiness—the most critical element that ties everything together. No matter how experienced, expert, or authoritative you are, if your content isn’t trustworthy, it won’t resonate with users or rank well in search results. Trust is the glue that holds the other pillars of EEAT together, and it’s what ultimately determines whether your content is seen as reliable and valuable.
But what does Trustworthiness look like in practice? It’s about creating content that users can rely on, whether they’re looking for medical advice, product reviews, or personal stories.
Why Trust Matters Most in Healthcare
Healthcare is a YMYL (Your Money or Your Life) topic, meaning the stakes are incredibly high. Misinformation or poorly sourced content can have serious consequences, from misdiagnosis to harmful treatment choices. This is why Google prioritizes Trustworthiness above all else when evaluating healthcare content.
For example, a blog post about managing diabetes is far more trustworthy when a certified endocrinologist writes it with years of experience than someone with no medical background. Similarly, a guide on mental health treatments is more credible when it’s backed by reputable sources and written by a licensed therapist.
How to Build Trust in Healthcare Content
Be Transparent About Your Credentials
In healthcare, credentials matter. Always include a clear author bio with relevant qualifications, experience, and a photo. If you’re a doctor, highlight your medical degree, speciality, and years of practice. Transparency builds confidence and reassures users that the information comes from a reliable source.
Provide Accurate, Well-Researched Information
Trustworthy healthcare content is rooted in facts. Cite reputable sources like peer-reviewed studies, medical journals, or guidelines from organizations like the WHO or CDC. Avoid making claims you can’t back up, and always double-check your information for accuracy.
Showcase Patient Reviews and Testimonials
Real patient feedback is a powerful trust signal. Encourage satisfied patients to leave reviews on platforms like Google My Business or your website. Positive testimonials show that others have had a good experience with your services or advice.
Secure Your Website
A secure website is a trustworthy website. Use HTTPS, ensure your site loads quickly, and make it easy for users to find your privacy policy and contact information. These small details show you care about user safety and data protection.
Be Honest About Limitations
Trustworthy healthcare content acknowledges its limitations. If you’re writing about a treatment where research is still evolving, say so. For example, a blog post about emerging therapies for Alzheimer’s should clearly state that more studies are needed.
Engage with Your Audience
Trust is built through interaction. Respond to comments, answer questions on social media, and address concerns openly. This shows you’re not just a faceless entity but a real healthcare professional who cares about your audience.
Bottom Line
In the competitive world of healthcare SEO, Google’s EEAT framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is your roadmap to success. By focusing on these pillars, you can create content that not only ranks well but also genuinely helps your audience.
- Experience: Showcase real-world knowledge through case studies, patient stories, and actionable advice.
- Expertise: Highlight your credentials and ensure content is reviewed by qualified professionals.
- Authoritativeness: Build your reputation through backlinks, collaborations, and recognition from credible sources.
- Trustworthiness: Be transparent, accurate, and secure to earn your audience’s confidence.
Remember, EEAT isn’t just about pleasing Google—it’s about building trust with your audience. When users see your content as reliable and valuable, they’re more likely to engage, return, and recommend your site. So, whether you’re a healthcare provider, marketer, or content creator, prioritize EEAT to stand out in the crowded digital landscape and make a real impact in the lives of your readers.
