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Understanding Google’s E-E-A-T and How Medical Practices Can Use It to Strengthen Their Online Presence

Written by: Aaron Michael Buch

google

As a doctor or medical practice administrator, you’ve probably heard about Google’s E-E-A-T principles: Expertise, Experience, Authoritativeness, and Trustworthiness. These factors are key in determining how well your practice’s website and content rank on Google. In this article, we’ll break down what E-E-A-T is, why it matters to medical practices, and—most importantly—how you can apply it to different platforms like Facebook, TikTok, YouTube Shorts, blogs, and long-form video.

What is E-E-A-T, and Why Did Google Implement It?

Google introduced the E-E-A-T framework to ensure the content it ranks highest comes from reliable, authoritative sources, especially when it comes to sensitive topics like health. Misinformation in healthcare can have serious consequences, so Google wants to ensure users get accurate, trustworthy information—particularly on medical topics. E-E-A-T stands for:

  • Experience: Do you demonstrate firsthand experience with the topic? This goes beyond simply stating your credentials. Have you treated numerous patients with this condition? Have you conducted research or published papers in this area? Have you developed innovative treatment methods? The more you can showcase your practical experience, the better.
  • Expertise: Are you a subject matter expert in the field? This includes your education, board certifications, specializations, and any ongoing professional development you undertake.
  • Authoritativeness: Do other reputable sources recognize you as an authority? Think peer recognition, awards, media mentions, collaborations with leading institutions, and invitations to speak at conferences.
  • Trustworthiness: Can users trust the information you’re providing? This encompasses transparency, honesty, and providing accurate, evidence-based information. It also includes factors like having a secure website and protecting patient privacy.

If you’re a doctor or medical practice, showcasing your expertise and trustworthiness is essential—not just for Google rankings, but for attracting patients who are confident in your care.

Why Medical Practices Need to Pay Attention

For healthcare providers, the stakes are high. Your digital presence must reflect the same trust and authority that patients expect from you in person. With so much health misinformation online, Google’s E-E-A-T helps ensure that the most credible sources are pushed to the top of search results. As a result, your practice’s website, social media, and videos all need to reflect expertise, authority, and trustworthiness to remain visible online.

How Important is This to Follow?

Following E-E-A-T guidelines isn’t optional—it’s critical. In Google’s most recent Helpful Content Update, they’ve doubled down on ensuring that websites delivering valuable, accurate, and human-first content rise to the top of search results. If you’re not aligning with these principles, your practice risks being buried under less relevant but more authoritative competitors. By adhering to E-E-A-T, you’re not only enhancing your SEO but also aligning with Google’s ongoing efforts to reward helpful, authoritative content. For medical practices, this means staying competitive, visible, and trusted in an increasingly crowded digital landscape.

At Hexapoint, we build this into every blog or piece of content we write for our clients. When we write blogs on behalf of doctors, we ensure they adhere to E-E-A-T principles, but we also collaborate with the doctors themselves. We gather their input, have them review and approve content, and make it easy for them to get started without taking too much of their time. This way, the content reflects their unique experience and expertise, while still being optimized for Google’s algorithms.

How Can Medical Practices Implement E-E-A-T?

Here’s how you can incorporate E-E-A-T principles across different platforms to elevate your practice’s digital presence and SEO:

  1. Using E-E-A-T in Medical Marketing on Facebook Posts

Facebook is a platform where people spend time engaging with content, making it a great place to share your medical expertise. To align your Facebook posts with E-E-A-T, consider these strategies:

  • Experience: Share real stories from patients (with consent) or your personal experiences in treating specific conditions. Real-life examples resonate and demonstrate firsthand knowledge. For example, you could share a story about how you helped a patient overcome a challenging diagnosis or a unique approach you took to their treatment.
  • Expertise: Post regularly about conditions you specialize in, offering insights that only a medical professional would know. For instance, highlight the latest research or treatment methods in your field.
  • Authoritativeness: Reference your qualifications and accolades. Patients feel more comfortable when they know they’re hearing from a board-certified physician or a highly reputable practice.
  • Trustworthiness: Always include citations from credible medical journals or link back to well-established resources like the Mayo Clinic or your own peer-reviewed articles.
  1. TikTok/YouTube Shorts: Applying E-E-A-T to Short-Form Video Content

Short-form videos are becoming increasingly popular, especially on TikTok and YouTube Shorts. While these platforms may seem informal, you can still reflect E-E-A-T principles with the right approach.

  • Experience: Use short clips to answer common patient questions. For instance, share experiences of handling seasonal allergies or knee injuries—this shows real-world knowledge.
  • Expertise: Break down complex medical terms or procedures in an accessible way. A video explaining ACL injuries with simple language, backed by your expertise, works wonders here. You could even use visuals like anatomical models or simple animations.
  • Authoritativeness: Add your credentials in the video description or as text within the video, such as “Dr. John Smith, Orthopedic Surgeon, 15 Years of Experience.”
  • Trustworthiness: Be transparent about your sources. If you mention studies, provide a brief citation or let viewers know where they can read more. Building this credibility is key to growing trust on these platforms.
  1. Longer-Form Videos: YouTube and Educational Content

For more in-depth topics, YouTube or other longer-form video platforms are perfect for diving deeper into medical advice and practices.

  • Experience: Walk your audience through procedures you specialize in, using real footage (with patient consent) or detailed animations. Explaining a procedure like a knee replacement, and giving insights from your personal experience, can showcase your depth of knowledge.
  • Expertise: Discuss medical studies or new research findings. Patients love hearing from a specialist who can interpret medical jargon and explain what it means for them.
  • Authoritativeness: Feature interviews with other experts or mention any collaborations you have with well-known institutions. This signals to both patients and Google that you’re well-regarded in the medical community.
  • Trustworthiness: Provide patient testimonials, but also be upfront about risks, benefits, and alternatives to treatments. The more transparent you are, the more trustworthy you appear.
  1. Blogs/Articles: Sharing Expertise in Written Form

Your blog can serve as the backbone of your E-E-A-T efforts, as written content is still crucial for SEO and establishing your online presence.

  • Experience: Share case studies or patient outcomes (ensuring patient anonymity), especially for procedures you regularly perform. For example, “What to Expect from Shoulder Surgery: A Surgeon’s Perspective” would be a compelling post.
  • Expertise: Publish articles that offer medical advice backed by evidence. For instance, explain new treatments for chronic pain or offer tips for recovering from surgery, all while referencing reputable studies.
  • Authoritativeness: Guest post on other medical sites or invite well-known healthcare professionals to contribute to your blog. This builds your site’s authority in the eyes of Google. You can also link to your publications or presentations on other authoritative websites.
  • Trustworthiness: Cite all sources properly, and make sure you regularly update content to reflect the latest medical guidelines. Outdated information can quickly erode trust. Also, ensure your website is secure (HTTPS) and clearly display your privacy policy.

Don’t Forget Local SEO

For medical practices, attracting patients in your local area is crucial. Don’t forget to optimize your Google Business Profile with accurate information, encourage patient reviews, and ensure your website is listed in relevant online directories.

Wrapping Up: Boosting Your Medical Practice’s Visibility with E-E-A-T

E-E-A-T is more than just an SEO guideline—it’s a roadmap for building a trustworthy, authoritative, and experience-backed digital presence. Whether you’re posting on Facebook, creating TikToks, or writing blog articles, following these principles will not only improve your Google rankings but also resonate with potential patients looking for medical expertise they can trust.

At Hexapoint, we take this seriously for every client we work with. By implementing E-E-A-T on every platform you use, you ensure that your practice isn’t just another name online but a go-to source for reliable medical care.

From The Author

Aaron Michael Buch

Holding a Master’s in Public and Organizational Relations and a Bachelor’s in Communications and Business Administration, Aaron Michael Buch is a leading figure in the business strategy and digital growth space.
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