In August 2018, Google rolled out with an algorithm update called E-A-T. It flipped the medical and dental industry upside down when it first came out.
Several health and wellness websites were affected by the update in a negative way. In a nutshell, the update penalized a select number of websites that didn’t meet the criteria of a suitable E-A-T Score.
It was so earth-shattering to the world wide web, that SEO guru Barry Schwartz dubbed it the medic update. Some of the websites that were penalized haven’t been able to recover since.
What’s Google’s Deal on Quality?
YMYL, an acronym that stands for your money your life, represents one of Google’s Search Quality Evaluator Guidelines for content.
YMYL content can have a lasting impact on a person’s happiness, health, or wealth. Medical and dental-related content is included in that category.
Google wants users to find exactly what they’re looking for when they search for medical and dental advice. Not only that, but they want the information to be accurate.
That’s why they’re so diligent in their efforts to keep low-quality content off of their search engine results pages.
Companies had a good when Google first came out.
You see, Google’s rules weren’t as strict back then. As a result, companies did everything that they could to get their websites found on the platform.
- Stuffing their content with repetitive keywords, causing the content to sound spammy
- Adding popular keywords to their content to increase website traffic, even though they had nothing to do with the company’s products or services
- Leaving irrelevant comments on other blogs, with links to their websites
In the SEO world, we call these black hat SEO strategies.
For so long, medical and dental websites have gotten away with sharing spammy, non-factual, and flat-out illegitimate content.
Times have definitely changed since then. As Google’s algorithms get smarter, companies can’t get away with these spammy tactics like they were once able to.
Google will penalize (or even worse, ban) your site if they detect any signs of black hat SEO. They will literally filter your site from appearing on their search engine.
“So what does this have to do with my content?”
If you want your content to drive high volumes of traffic to your site, you need a solid amount of search engine visibility.
A site ban, or penalty, could ruin your chances of that.
It’s true when they say that content and SEO go hand-in-hand. Google introduced E-A-T as a ranking factor to solidify its requirement for high-quality content.
If we’re being honest, Google’s demand for quality is nothing new. They have gradually cracked down on their guidelines throughout the years.
Needless to say, the update has been a long time coming.
What E-A-T Stands For
Here’s the thing about quality: it takes time. No matter how clever your content and SEO strategy might be, it’s not likely to yield success overnight.
Google hardened the rules to make it known that this game is a marathon, not a sprint.
It requires a long-term commitment of you proving your expertise, authority, and trustworthiness in your industry. That’s what E-A-T stands for.
You’re probably wondering how that translates into a content strategy. Allow me to explain.
The Two Different Types of E-A-T Scores
E-A-T scores don’t solely apply to your website. Your credibility as an author is also called into question.
When Google checks dental content with top-ranking results, they also check the author’s credentials.
They do this to determine the author’s proficiency with the topics they’re covering on their sites.
Hence, the author has their own individual E-A-T score.
As we all know, experts have an above average level of knowledge and experience with a particular subject matter.
They have a clever way with words, and they know how to explain topics in a captivating and compelling manner.
Google knows that users gravitate to content of this caliber. Because of that, their algorithms reward experts with the highest SEO rankings.
Authoritativeness is a step up from expertise. When you’re viewed as an authority in your industry, you won’t have a hard time getting your content seen on the search engines.
Your content has reached authority level when:
- Industry peers and thought leaders endorse you as an expert
- Your website is dubbed a go-to source for specific categories of information
- Other high-authority sites are linking back to your website
Domain authority plays a huge role in your ranking success. The more authority your website has, the higher your rankings will be.
Google prefers to point users to trusted sources of information than anywhere else.
Being an expert and an authority can get you on the first page of Google, but trustworthiness is what keeps you there.
A loss of trust could lead to a massive drop in your rankings. For that reason, it’s the most important evaluator for your E-A-T scores.
Here are three ways that you can build trustworthiness:
- Maintain a positive reputation on the internet. You can do this by earning stellar reviews and keeping your ratings high.
- Install an SSL Certificate on your site.
- Keep your author bio visible, and up-to-date.
It doesn’t just stop there. Earning a high E-A-T score requires A LOT of hard work and persistence. Oftentimes, it’s best to delegate your marketing efforts to tried-and-true experts.
Our team has mastered the art (and science) of dental patient marketing. We are also prepared to get your E-A-T scores at an all-time high.
We are dedicated to building your credibility as an industry expert and authority. Click here to schedule a free consultation.
Better Quality Yields a Better ROI
As a dental industry professional, there’s no doubt that these quality guidelines apply to you.
High volumes of dental content are roaming around the internet as we speak. Without a proper ranking system, the search engines would be a total mess.
Google only recommends the best dental content that’s out there. They even have people on payroll to monitor high-volume search queries, and QC the websites that have the highest rankings.
Google performs these evaluations to test their algorithms, assessing whether they’re doing their jobs, or if they need improvements.
This explains their never-ending algorithm updates. While it appears that Google wants to give businesses a hard time, they just want to perfect the user experience.
It’s evident that quality content is no longer an option for your website. It’s a necessity. If you want to win at content marketing and keep up with Google’s algorithms, you have to take your E-A-T scores more seriously.
Our dental marketing experts can fine-tune your content marketing strategy to Google’s liking, ensuring that your content is eligible for the high-page rankings that you deserve.