Google EAT and health content

By Stewart Gandalf
Chief Executive Officer

Did you know that Google demands exceptionally high standards from healthcare websites? Because of the potential consequences of misinformation, search engines are expected to produce sites in the medical and health sectors that typically exhibit high levels of “expertise, authority, and trust” (EAT).

If you are a doctor, hospital, or medical organization, you understand and value expertise, a positive reputation, and hard-earned credentials. Still – you don’t know how to translate these shared values ​​into the online world.

This post shares the four most essential quality guidelines expected from websites in the health and medical industries. These features relate exclusively to Google EAT and healthcare content.

Google’s Strict Search Quality Guidelines

Google has always said that websites should be useful for both humans and search engines. But that was not to be Quality Value Find quality indicators (SQEG) When we understand its inner meaning.

SQEG is a huge document used by third-party value seekers to manually test search results. In the documentation, we learn that health sites fall into a select category called your money or your life (YMYL) titles.

What is a YMYL web page?

According to Google, this is a web page on any topic that could “potentially affect a person’s future happiness, health, financial stability or security.” Put another way, while some level of EAT is required for all websites, this is especially important for YMYL categories.

Health sites are defined as pages by Google “Information on advice or medical issues, medications, hospitals, emergency preparedness, or what dangerous activity, etc.”

It continues, “We have very high page quality rating criteria for YMYL pages because low-quality YMYL pages can negatively affect a person’s happiness, health, financial stability, or safety.”

In the document, Google states that the evaluator’s rating does not affect how a web page or website appears on Google search. Instead, “value metrics measure how well search engine algorithms perform for a wide range of searches.”

So, while these manual ratings do not directly affect rankings, many algorithm updates are based on these standards. When Medical algorithm update hits In 2018, many health sites felt the pain of not following Google EAT and other healthcare content guidelines.

Today, you don’t have to wait for algorithm updates to produce quality content. Now you can grow with your organization’s healthcare content guidelines.

What are the guidelines?

Healthcare websites need to have the following four features to meet Google’s YMYL requirements:

  1. High level of expertise, authenticity, and universality (EAT)
  2. Satisfaction amount of high-quality main ingredients
  3. Website information satisfactory
  4. Positive website reputation

EAT and Healthcare Content: What You Need to Know

According to the outline in SQEG, the amount of EAT is “very important” for page quality.

The industry that Google uses as an example of high EAT pages is the medical industry. As directed,

  • “High EAT medical advice should be written or produced by an individual or organization with appropriate medical expertise or recognition.
  • High EAT medical advice or information should be written or produced in a professional style and edited, reviewed and updated on a regular basis. “

What does this mean for your site?

Using today’s healthcare content marketing strategies, you can create a website with quality content that is designed to engage patients and categorize for your targeted search terms.

Here are some ways you can incorporate EAT into your content strategy:

  • Make sure that expert credentials are readily available to patients or website visitors. There should be evidence on the site that the author has expertise in the subject.
  • Create accurate, quality content.
  • Update content regularly for accuracy.
  • Consider links to other official sites.
  • Avoid linking to low-quality sites.

High-quality main material

Another indicator of a high-quality site is the amount that satisfies Google, which is “satisfying, high-quality core content.” The main content (MC) is the content on the page that “helps the page achieve its purpose.”

To satisfy Google EAT for healthcare, consider the purpose of each page before creating content. This step is part of a proper content strategy and requires a strong team of marketing strategists and content creators.

How do you find out how much health care you need on the site? While we do not have an exact answer, we are based on recommendations Technical SEO best practices. Google says high-quality information should be “factually accurate, clearly written, and comprehensive for health websites.”

Website information satisfactory

High-quality pages should contain clear information about the website that makes it easier for users to trust the site. Since health websites require a high degree of trust, it should be clear who is responsible for the content of the site. Without a trust factor, your website can quickly drop in rankings on Google.

A positive online reputation

According to Google, “When a high level of authenticity or expertise is required, a website’s reputation must be judged by what experts say.”

Recommendations from expert sources, such as professional societies or leading healthcare websites, are strong evidence of a positive reputation.

Your online reputation counts and is part of the quality rating criteria for a health website. Google tells value seekers to search online for a variety of resources to determine a site’s reputation. This includes reviews, news articles, and trusted information online.

The opposite is true with negative online reputation. If you have negative feelings around your brand or business, Google will consider it a low quality site. Worse, if your URL contains internal links from “bad neighbors” to low quality sites (for example, pornography or gambling), your website’s reputation will almost certainly suffer.

Search engine optimization is more than just factors and technical SEO on a page. They can trust this person to provide quality healthcare materials. Without meeting these guidelines above, your website may receive low-quality scores that could ultimately hurt your rankings.

If you are looking for help with SEO, we invite you Contact us for an exploratory discussion.

Stewart Gandolph

Chief Executive Officer on Healthcare Success

Stewart Gandolph, MBA, is the CEO of Healthcare Success, one of the country’s leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has acquired practice and counseling for more than 1,000 healthcare clients, from practice and hospital to multibillion-dollar corporations. A frequent speaker, Stewart has shared his expertise in more than 200 locations nationwide. As an author and expert resource, Stewart has also written for several leading industry publications, including the 21,000 Client Healthcare Success Insight blog. Stuart also co-authored, “Cash-paid healthcare: start, grow and perfect your cash-paid healthcare business.” Stuart started his career. Walter Thompson and other leading advertising agencies, where he marketed Total Fitness to Felchun’s 50,000 clients, such as Wells Fargo and Bally.


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