Ready to make your online presence as reliable as Meredith Grey in a medical emergency? Let’s dive into the world of E.E.A.T (Experience, Expertise, Authority, Trust)and why it’s the secret sauce to thriving on Google, especially if your health professional and your website falls into the Y.M.Y.L (Your Money or Your Life) category.
What is E.E.A.T?
E.E.A.T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s created and reinforced by Google to ensure that YMYL content upholds Google’s Search Quality Evaluator Guidelines (SQEG).
Experience: This new dimension considers whether the content creator has direct, relevant experience with the topic. Trustworthy content often stems from authors who engage directly with their subject matter. For instance, would you trust a product review more from someone who has actually used the product or from someone who hasn’t?
Expertise: This involves the necessary knowledge or skills related to the topic. Different subjects demand varying levels of expertise. For example, would you prefer electrical advice from a licensed electrician or a well-meaning antique home enthusiast?
Authoritativeness: This factor assesses whether the content creator or site is recognised as a reliable source on the topic. While not all topics have a definitive, authoritative source, those recognised as such are typically seen as the most reliable.
Trust: This crucial element measures how reliable and credible the content and its source are perceived by users. For content to be deemed trustworthy, it must not only be accurate but also presented in a manner that reinforces its reliability. This is especially important for YMYL sites, where inaccurate information can have real-world consequences.
“Think of EEAT as your professional LinkedIn profile, but for Google. You want your website content spick-and-span because, let’s face it, nobody wants health advice from the equivalent of Dr. Nick Riviera!”
Erin – Founder, The Quince Creative
Why is Google prioritising E.E.A.T?
Whatever your question, a simple Google search will give you an answer, right? But have you ever stopped to think about the quality of that answer? As any seasoned SEO expert will tell you, just becuase a website’s on the first page of Google doesn’t mean it’s the best information.
However, the landscape is changing.
Google is demanding higher-quality search results, and that’s where E.E.A.T comes in.
“With the introduction of AI and the vast sea of digital content available, it’s more important than ever to distinguish yourself with more than just words—it’s about backing them up with genuine experience, expertise, authority and trust.” Erin
How to showcase EEAT across a healthcare website
Experience
- Create a Blog: Share real-life cases and insights. This isn’t just about telling stories—it’s about showing how your practical knowledge applies to everyday problems.
- Content Pillars: Organise your blog around key themes like treatment options, preventive care, and patient stories. Each pillar supports your overall expertise.
Lyndi Cohen does this really well
Expertise
- Qualifications and Affiliations: List your educational background and any professional bodies you belong to. This isn’t just a formality—it’s a trust signal to your readers (and Google)
- Author Bio: Include a bio with each article, highlighting your qualifications and areas of specialty. It’s like giving each reader a mini resume.
Here’s an example from Balance and bite
Authority
- Guest Posts and Collaborations: Write for reputable websites and publications or collaborate with well-known health platforms.
- Public Relations: Take part in podcasts or give your expert opinion to large publications – boost your visibility and share your thought leadership
Trust
- Transparent Information: Cite sources and provide evidence for your claims.
- Reviews and Testimonials: In line with your accredited body, share positive feedback from patients or peers, ensuring you respect privacy and ethical guidelines
Ready to boost your online presence through brand-driven SEO?
Walk away with a step-by-step blueprint to make your website work harder for you and get leads while you sleep!
