For physicians managing their own websites, keeping up with Google’s algorithm updates is crucial to maintaining visibility online. Recent discussions with Google’s John Mueller have shed light on the intricacies of ranking fluctuations and how medical professionals can adapt to ensure their sites continue to perform well.
Here are five key insights that are particularly relevant for physicians looking to understand and respond to these changes.
1. Algorithmic Changes Are Temporary, Not Permanent
Many physicians worry that once their site is impacted by a core update, such as the Helpful Content Update (HCU), it might never recover. However, John Mueller clarifies that these changes are not permanent. Sites can regain traffic by improving their content and aligning with Google’s latest standards.
It’s important to remember that recovery is possible, though it may require patience and continuous effort to align with Google’s evolving algorithms.
2. Adjust Rather Than Recover
When it comes to algorithm updates, the goal shouldn’t be to simply “recover” to previous rankings. Mueller suggests that adapting to the new digital environment is key.
For physician websites, this might mean updating content to reflect the latest medical standards or patient expectations. For example, following the Medic Update, a greater emphasis was placed on scientifically backed medical information. Physicians should ensure their content meets these heightened expectations to stay relevant and visible.
3. Understanding Thresholds and Ranking Formulas
Mueller also discussed the concept of thresholds in ranking formulas—certain metrics a site must meet before its ranking improves. This implies that some updates might require a reevaluation of your site’s approach to content and SEO before any noticeable improvements occur.
For physicians, this could mean enhancing the depth and accuracy of medical content or improving site usability and patient engagement.
4. Keep Up With User Expectations and Web Changes
The digital landscape and user expectations are continuously evolving. Mueller emphasizes the importance of staying current with these changes to achieve long-lasting success online.
For a physician’s website, this could translate into regularly updating blog posts with the latest health news, revising patient information, or even enhancing the mobile experience, as more patients are likely to seek medical information on-the-go.
5. Focus on Page-Level Signals and Site-Wide Quality
While the Helpful Content Update primarily targets page-level signals, Mueller notes that site-wide signals also play a crucial role. For physicians, this means that while each page should provide value and meet specific quality standards, the overall site must also reflect high-quality, trustworthy medical information.
Regular reviews and updates of both new and existing content can help maintain high standards across the site.
Conclusion: Keeping an Open Mind
Navigating Google’s core algorithm updates can be challenging, especially for busy physicians managing their own websites. However, understanding that these updates are designed to enhance user experience can provide a clearer path to optimizing your site. Keep an open mind and continuously strive to meet your patients’ needs through your online presence.
Adapting to changes rather than resisting them will not only help in maintaining your site’s ranking but also in providing your patients with the reliable and up-to-date medical information they seek.
