Pay Attention to Google’s E-A-T for Your Healthcare Website’s SEO Strategy

Marketing is complicated. There are a lot of moving parts. Sometimes, we wish we could just be blunt with the doctors and healthcare company owners we are trying to help and tell them the cold, hard truth without sounding like rude, demeaning, know-it-alls. So, in an effort to enlighten and not frighten, we give you our new blog series “Digital Diagnosis”. We hope it will help healthcare business owners understand marketing a little better and make better decisions with their marketing dollars. Today’s topic is creating content for SEO and our expert is Kelsey Huber.

If I could vent about (ahem…educate) business owners about content on their website, I would tell them this: 

Pay Attention to Google’s E-A-T for Your Healthcare Website’s SEO Strategy

When it comes to your healthcare website, there are Google guidelines that, when followed, will reward your site with higher rankings in the search results. E-A-T is one of these guidelines.  

E-A-T stands for Expertise, Authority, and Trust. It is from Google’s Search Quality Rater guidelines released after the Medic Update. Google has used it to evaluate the overall quality of a web page ever since. Google wants to serve up high-quality content and this is what they base that quality on:


Google looks for content with original information, reporting, research, and analysis.


Articles should be genuinely informative, helpful, or educational. If they are too short, unsubstantial, or lacking in helpful information, they are not valued by Google.


Topics must be of genuine interest to the readers and be written to inform. If it looks like the content is created by guessing what might rank well in search engines and stuffing keywords in a fluff article, or creating slightly revised but redundant articles, Google will see through it. 

Bottom line: Adding quality content on a regular basis is one of the best ways to help your site rank higher. What’s the easiest way to accomplish this? – blogging. Posting great blogs is a fast and easy way to add content without having to worry about designing a new page every time.” 

Kelsey Huber – Director of Content Strategy

And there you have it. Search engine optimization (SEO) is critical for healthcare providers, so E-A-T should be top of mind when developing your healthcare website content. Of course, there are other SEO strategies that may be a bit more complicated, but this one is fairly straightforward. If you want to try your hand at doing your own SEO, we have a healthcare SEO guide here, or you can get a free SEO analysis and quote for our services here.

Dr. Mark Eting Healthcare Marketing DoctorIf you need help writing blogs, building a great website, or creating an SEO strategy, contact Lure Creative and we will be happy to share our insight and expertise (but not in a bossy, condescending way) to help your healthcare business Get Found and Be Known.