8 Ways to Optimize for Google E-A-T Principles in Medical Content Writing

In the quest to enhance the quality of medical content in line with Google’s E-A-T principles, we’ve gathered insights from SEO experts and medical professionals. Starting with the integration of authoritative voices and concluding with showcasing medical professionals’ experience, here are eight specific strategies shared by a SEO Consultant, a Plastic Surgeon, and others to optimize your medical content for trustworthiness and expertise.

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Incorporate Authoritative Voices

When optimizing medical content for Google’s E-A-T principles, it’s crucial to weave in authoritative voices. Imagine you’re writing about a new heart medication; don’t just rely on generic sources. Instead, quote a renowned cardiologist or reference studies from leading medical journals. 

This not only boosts your content’s credibility but also reassures your readers that they’re getting information from the best in the field. And hey, if you can get a quick anecdote or personal insight from a real expert, even better! Remember, Google loves content that speaks with authority and authenticity.

Lukasz Zelezny, SEO Consultant, SEO ANT LTD

Highlight Healthcare Professional Credentials

To optimize medical content for Google E-A-T principles, ensure that all information is authored or reviewed by qualified healthcare professionals. Cite reputable sources, and include author credentials prominently. 

For example, having a certified doctor review articles on diabetes management not only builds trust but also enhances content authority, significantly improving search rankings and reader confidence.

Yoyao Hsueh, Founder, Topical Maps

Cite Reputable Sources and Showcase Qualifications

In the surgical realm, I usually focus on citing reputable sources and showcasing my credentials to optimize medical content for Google E-A-T. Linking to studies from trusted institutions like the CDC or NIH, or referencing peer-reviewed journals, can also help. 

Clearly stating qualifications and experience can help to establish authority, which not only boosts credibility but also enhances search engine ranking. As a plastic surgeon, I’ve found this approach invaluable for ensuring that my content is both trustworthy and authoritative.

David Hill, MD, Plastic Surgeon and Medical Director, Fulcrum Aesthetics & Surgery

Be Transparent with Expertise

Medical content is expected to meet much higher standards for E-E-A-T than most other subject areas because it’s classified as YMYL (Your Money or Your Life). In other words, the content could plausibly impact a person’s health.

Understandably, Google judges YMYL content more harshly, which is why proving you have the expertise to write about the subject is more important than ever. My tip for demonstrating expertise is to be transparent.

Include details such as who wrote the piece, who medically reviewed it, and when it was last updated. You should also link to the authors’ bios, where possible. Author bios should include information about the writer’s qualifications, experience, and any citations that might help back this up.

If you have an editorial process, include this too. The more information you can provide, the better!

Mel Healy, Head of Content, Marketing Labs

Simplify Complex Medical Concepts

Explaining Complex Concepts Clearly: When explaining difficult medical concepts, try breaking them down into simple language that readers can comprehend more easily. 

Utilize analogies or comparable scenarios that relate to everyday life experiences to clarify complex subjects. This method enhances understanding and engagement levels among readers, leading to improved knowledge retention.

Jyotiprakash Bhanja, Medical Writer, CRO Pharmatrendz Pvt. Ltd.

Establish Credibility through Expert Authorship

To optimize medical content for Google’s E-A-T principles, it’s crucial to establish credibility through expert authorship. Ensure that all medical articles or blog posts are either penned by healthcare professionals or thoroughly reviewed by them before publishing. 

Additionally, including verifiable credentials and linking to authoritative sources enhances trustworthiness and demonstrates the content’s reliability. This approach not only strengthens the site’s E-A-T score but also builds trust with the audience, a key factor in medical niches.

Joe Davies, CEO, FATJOE

Create Content with a Topic-Cluster Approach

My tip would be to undertake this medical content creation from a topic-cluster point of view, rather than creating different, random, and often disjointed pieces of content.

A topic cluster that covers a specific subset of a larger topic, when coupled with other relevant and related subtopics under the same larger topic, ensures that the platform creating this content is approaching the larger or general topic from an ‘inch-wide and mile-deep’ (or ’10 miles deep’) perspective.

Over time, this cannot fail to attract Google’s attention.

Kanayo Okwuraiwe, CEO, Telligent Marketing LLC

Showcase Medical Professionals’ Experience

We recommend showcasing the professional experience and qualifications of the medical professionals associated with your website. For instance, when creating content for a dental clinic, we include detailed bios of their practitioners, highlighting their certifications, education, and professional background. Such simple steps help build trust with the audience.

A real-world example of this approach was when we worked with a prominent dental practice. On the ‘About Us’ page, we featured a lead dentist’s experience, publications, and numerous certifications. We also included before-and-after case studies showcasing successful treatments. This strategy significantly improved the dental clinic website’s rankings and patient trust. It’s a straightforward yet powerful way to meet Google’s E-A-T criteria and enhance your content’s credibility.

Ihor Lavrenenko, CEO, Dental SEO Expert

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