Improve E-E-A-T On Your Healthcare Website

December 7, 2023

You, me, and everyone we know have a website these days, right? It’s not hard to create a website or have it done for you. What’s far tougher is standing out from the crowd. One of the ways to make your website climb the search engine results page is to pay close attention to E-E-A-T.

That acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of guidelines provided by Google to assess the quality of web content. And it matters even more for healthcare businesses because of Google’s YMYL guidelines

Why Does E-E-A-T Matter?

While Google points out that E-E-A-T isn’t a direct ranking factor, it’s definitely an indirect one. It affects what’s called your Page Quality Rating, or how well your page achieves its purpose. The highest quality pages have a high level of E-E-A-T, between the lines on this one. 

Now, back to each part of E-E-A-T: let’s go through them individually and talk about what you can do to increase the chances of your website climbing the rankings!


Experience, Expertise, Authoritativeness & Trustworthiness (E-E-A-T)

Think of your website like a cozy waiting room. When a prospective client visits your site, they are looking for a solution to their concerns, and you want to be sure you create a positive feeling. Furthermore, you want to showcase testimonials on your website that signal to viewers and Google alike “hey, people are really getting results from this practitioner!”

How to Improve Experience On Your Website

  1. User-friendly design: Make sure your website is easy to navigate. Nobody likes getting lost in a digital labyrinth.
  2. Responsive design: Ensure your website looks and works great on both desktop and mobile devices. It's like offering comfy chairs to patients of all sizes.
  3. Fast loading speed: Nobody has time for a slow-loading site. Make sure your pages load faster than a heartbeat, which can be checked on PageSpeed Insights.

Don’t be afraid to show off your expertise in informative, engaging ways. You’ve helped people make serious life transformations before, and you want to make sure that’s shown and talked about on your website. 

How to Improve Expertise On Your Website

  1. Informative blog posts: Create a blog page on your site where you share your knowledge. Write about common health issues, treatment options, and your success stories in a way that your patients can understand. It's like giving them (and Google!) a taste of your wisdom.
  2. Credentials and awards: Your bio page should be the one place you’re not scared to toot your own horn. Dedicate a section of this page to showcase your qualifications, certifications, and any awards or recognitions your practice has received.

If you want to be seen as the go-to person in your field, then you have to build up your authority. When your page is seen as a reliable source of information, it’s considered to have a high degree of authoritativeness. 

How to Improve Authoritativeness On Your Website

  1. Quality: It’s all about quality content. Your information should be accurate and well-researched with any appropriate citations to your sources. Google loves it when you show there’s science behind what you’re saying!
  2. Backlinks: If you can collaborate with other healthcare websites that have a high level of authoritativeness, and they can link to your content when appropriate, joining forces can improve your own authoritativeness.

While the above three have some overlap, they all add up to create one effect: trust. How can you make sure people feel secure and confident about you and your services when they visit your website? 

How to Improve Trustworthiness On Your Website

  1. Patient testimonials: Let other people tell prospective patients in their own words why you’re the right choice. There are few things more powerful than other people’s reviews to sway someone who’s on the fence!
  2. Security measures: your site should have an SSL encryption to protect patient information, which shows your website is secure.

Actionable Tips to Improve Your Healthcare Website's E-E-A-T

You now know what E-E-A-T is, why each matters, and have an idea of what gives your website more of it, in the eyes of Google. 

So let’s get down to some straightforward tips you can use to sprinkle some goodness all over your site:

Show Your Engagement

Allow people to comment on your blogs, and be sure to answer them. Similarly, make sure you’re checking your online reviews, including Google, and answering those, too. Check out our blog post on reputation management to learn more about that. 

Keep it Layman Friendly

If your audience is drifting off while you talk at them with medical jargon, Google won’t like it. Use simple, everyday language in all of the content you create. 

Update Your Content Regularly

Update your content regularly. Google loves fresh content, so keep your blog updated with information and news. Update your website when it feels outdated (at least every few years), or when you’ve made a change to your practice, such as staff or services. If you don’t want to or don’t have the time, contact us to talk about setting up regular content.

Stay Consistent

Post regularly to your blog and stick with it. It’s easiest to plan on writing a few when you have time on a single day, and then post those at regular intervals. In the digital realm, consistency in posting makes you reliable.

Optimize for Mobile

Mobile is overcoming desktop when it comes to browsing, yet so many practitioners’ websites still aren’t optimized for mobile. Make sure yours is!

Bringing it All Together

With these tips, we hope you’ll be equipped to rank higher in search engines and have a strong digital presence that will resonate with prospective patients. Your website is an extension of your practice, and it’s your first opportunity to lay a foundation for the trust that will keep them turning to you as the expert in your space.