The Role of E-E-A-T in Ranking Healthcare Websites

There is a lot of competition among health websites. People want to be healthy, and many clinics and medical offices offer their services to patients. How to stand out from this background? The secret to getting noticed is successful search engine optimization (SEO). Effective SEO allows users interested in solving an important issue for their health to easily find your site. Google algorithms are becoming more sophisticated and accurate. And now, priority in the search is given to sites that meet the requirements of expertise, experience, authority, and reliability (EEAT ranking factor). Let’s talk about how you can confidently bring your online resource dedicated to health to the top.

Successful Search Engine Optimization

It is a method of optimizing a website and its content to improve search engine results (SERP) visibility. From successful SEO, you get increased traffic, potential patients or clients, and increased recognition and trust in the brand. There have been changes in this SEO optimization. Previously, Google search engines focused on keyword density and backlinks. This could have led the site to high positions in search results. But as we know, Google algorithms change. Over time, they become more sophisticated. To win the top positions, the site must demonstrate expertise, experience, authority, and trustworthiness (EEAT). This has become the decisive factor for high positions of an online resource in search results.

“Your Money or Your Life”

Google uses the YMYL term for web pages that can significantly affect the user’s well-being in key areas related to health, finance, safety, or happiness. Medical sites also fall into this category. A high EEAT is especially important for analyzing such online resources.

Google Algorithms

Over the past few years, Google’s algorithm has changed a lot. It has evolved from simple phrase-matching systems to a complex self-learning algorithm. Now Google can provide users with the most relevant and useful results. The system gives preference to reliable, authentic, and trustworthy results. This is especially important in the health sector. Users must see sites that provide quality information and services of a medical nature. So Google emphasizes the E-E-A-T principle for assessing the quality of pages. Follow this principle for the best optimization for SEO, and then your medical site will successfully conquer top positions.

E-E-A-T Optimization

It stands for Experience, Expertise, Authoritativeness, and Trust. These are the criteria for what Google considers “high-quality” content. Let’s break down each element:

Experience

The content creator must have sufficient personal or life experience. Patients have the right to know whether the healthcare professionals or organizations they are discussing have practical experience in their topics. Content that reflects patient stories, physician experiences, and opinions can build trust in your site.

Expertise

You should have sufficient qualifications or knowledge to discuss the topic. For example, it is a good sign for Google if a qualified medical professional writes medical articles. Back up your claims with links from credible sources, and provide professional references.

Authority

The content creator is a popular source of information in the industry. For example, a medical site should be an authoritative resource to which other media outlets link.

Trust

High priority is received by pages that demonstrate experience, expertise, and trustworthy authority.
Pages that affect the health, financial stability, or safety of people and the well-being of society (known as “Your Money Your Life” pages) are required to meet the highest quality standards. As a medical resource owner, you have really high standards.

History of Google Algorithm Changes

In March 2014, Google introduced the E-A-T principle. The revised guidelines of December 2022 added an additional element, “E” (experience). The site’s reputation has become especially important.

How to implement E-E-A-T principles in healthcare SEO

Your website content must be informative and E-E-A-T compliant. Here’s how to do it:

Prioritize Quality and Relevant Content

Provide users with quality content. Let your articles answer important questions for people that concern health. Adhere to the principle of expertise. Ensure medical accuracy and ease of understanding for the average person of the information you provide. Be sure to update the content and let it meet the trends. For example, describe seasonal allergies and how to protect yourself from heart problems in the hot season. Of course, if this corresponds to the topic of your site.

Optimize for User Experience

User experience (UX) is important. Make your website easy to navigate and responsive. A user should easily enter the site from a computer or mobile device and receive all the necessary information in a high-quality form.

Make sure the page loads quickly.

Focus on Expertise

Articles written by doctors will naturally have more weight. According to this principle, your site will be appreciated by users and highly ranked by Google.

Make Sure that You are Trusted

Provide relevant sources of information, and reinforce the data you post in your articles. You can link to recognized resources such as the World Health Organization (WHO) or the Centers for Disease Control and Prevention (CDC). If you have certifications, publish them.

It is important to note that more and more users are turning to voice search for quick answers. Make sure your website is optimized for voice search queries.

Build Quality Backlinks in Healthcare SEO

You need backlinks from other reputable healthcare sites. A valued resource is the key to your patients’ hearts. Make sure that trusted organizations or other healthcare providers link to your site. Then Google systems will consider it trustworthy and worthy of taking a strong position.

Use Structured Data Markup in Healthcare SEO

Structured data (or schema) is code added to your online resource to help search engines better understand your content. Improve your visibility in search engine results pages (SERPs) by directly providing users with more detailed information about your site in the search results.

Implement FAQ, how-to, and medical disease schemas.

Provide Transparency with Clear Policies and Contact Information
The easier you find it, the more clients will come to you. Users and search engines need to see that you are a transparent and trustworthy medical organization.

Focus on Local SEO

Patients and members usually look for services nearby, so optimize your website for local search as best as possible. Optimize your Google business profile. Provide accurate information about your business. Encourage reviews of your business.

Conclusions

Now you know how to showcase your website in the best way to attract as many patients as possible. However, there are still many nuances in this area that cannot be covered in one article. Each project is individual, and we at Practice Builders are ready to do everything possible to bring your website to the top. Contact us for the best website promotion online and attract even more clients!