Let’s talk about something Google loves—and no, it’s not keyword stuffing or link spam from 2009.
It’s E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
If you’re a physician with a website (and you should be), E-E-A-T isn’t just SEO jargon—it’s your secret weapon for building trust with both Google and future patients.
Let’s break it down into something actually useful.
First, Why Should You Care?
Google created E-E-A-T to fight misinformation and reward quality. Translation: if you publish content that’s helpful, fact-based, and clearly written by someone who knows what they’re talking about (you), your site has a much better shot at ranking well.
If you’re in healthcare, you fall into Google’s “Your Money or Your Life” category—YMYL content. That means your pages need to be extra trustworthy. No cutting corners here.
Bad E-E-A-T = bad rankings = fewer patient eyeballs = lost patients.
1. Put Your Name On It (Literally)
If your blog posts are authored by “Admin” or “The Practice,” it’s time for a change. Patients want to know who’s talking to them—and so does Google.
What to do:
- Add bylines to all blog posts.
- Include a bio with credentials (MD, DO, etc.) and your specialty.
- Add a headshot. Bonus points if you’re smiling.
- Link to your full profile page with more background, certifications, speaking gigs, or even patient reviews.
Pro tip: Google wants to see real people behind your content. The more you lean into your expertise, the more credible you look.
2. Make Contact Info Obvious
Ever land on a site and play “Where’s Waldo” trying to find a phone number?
Don’t be that site.
E-E-A-T-friendly contact details:
- Add “Contact Us” and “About” pages to your main navigation.
- Include a phone number, address, and email on every page (footer works great).
- If you offer virtual visits or telehealth, make that info crystal clear.
Google sees accessible contact info as a trust signal. Patients see it as a reason to actually call you.
3. Audit Your Content: Keep, Improve, or Toss
Got dusty old blog posts from 2017 like “Is Zika Still a Thing?” If the answer is “maybe?”—it’s time for some spring cleaning.
Run your site through this filter:
- Keep: It’s accurate, helpful, and still gets traffic.
- Improve: You can update stats, fix formatting, or add a fresh take.
- Toss: It’s irrelevant, misleading, or just plain bad.
Quick fixes that boost E-E-A-T:
- Add stats, citations, or quotes from credible sources.
- Rewrite with your voice and experience.
- Embed a video or image to improve engagement.
Yes, this takes effort. But it tells Google (and readers): “Hey, I know my stuff and I care enough to keep it updated.”
4. Build a Reputation That Google Can See
Google isn’t psychic, but it is nosy. It looks at what people are saying about you online—reviews, news mentions, directory listings, and so on.
How to boost your online rep:
- Encourage satisfied patients to leave reviews on Google.
- Keep your listings up to date across platforms.
- Publish thought leadership pieces: blog posts, op-eds, conference talks, podcast appearances—anything that shows you’re a respected voice in your field.
This isn’t just about rankings. It’s about standing out in a world of cookie-cutter “wellness” advice.
5. Don’t Let AI Steal Your Voice
Look, I’m not anti-AI, but relying on it to generate all your content? That’s a fast track to mediocrity.
You’ve got real experience. Real patient stories. Real insights. AI can’t fake that.
Use tools to brainstorm, outline, or check grammar—but the soul of your content needs to come from you.
Real beats robotic. Always.
Bottom Line: E-E-A-T Is Just Good Medicine
If you’re doing what’s right for your patients—being transparent, knowledgeable, and human—then you’re halfway to strong E-E-A-T already.
It’s not just about getting higher rankings. It’s about becoming a trusted online source for the people you’re trying to help.
And yes, that kind of content does rank better.