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Content Marketing Strategy for Healthcare: The Importance of Google E-E-A-T

content marketing strategy for healthcare

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Just like any other healthcare facility, you wanted to rank no. 1 in Google search results. There are a lot of factors that you have to consider in improving your content marketing strategy for healthcare brands. One of the most important things to factor in is Google E-A-T, which recently got an extra E based on Google’s latest E-E-A-T (or Double E-A-T) update.

E-A-T stands for Expertise, Authority, and Trustworthiness. The additional E now stands for Experience. Generally speaking, you have to incorporate all these four into your content marketing strategy to build a positive reputation and credibility, and eventually, convince patients to trust you.

Today, we will talk about the importance of establishing E-E-A-T in your healthcare organization in order to improve your rankings in Google search results. Let’s review the best ways to improve your healthcare content marketing today!

What is Google E-E-A-T?

content marketing strategy for healthcare

As mentioned above, E-E-A-T means Experience, Expertise, Authority, and Trustworthiness. It pertains to how well a website shows its expertise in the field that they are in. Since we are talking about healthcare brands, it means that your website has to show authority, credibility, and trustworthiness as a medical practice. 

And as for the new addition, Experience is not just about the customer experience that your patients can have from visiting your facility, it is much more than that! 

Let’s be more specific about the four words that we have to cover today. 


One of the most important things that you need to have as a healthcare professional is experience. We all know that being a healthcare provider means we have lives in our hands, and what people need to know about you is how much experience you have in your profession. 

To build an effective content marketing strategy for healthcare, you need to showcase your experience. If you’re writing about treatments for psychiatric disorders, you need to be knowledgeable and experienced in treating patients with mental health conditions.

Doing this can help patients know that you are indeed good at what you do, you save tons of lives, and you can help them get a better quality of life too!


The term expertise means that you have to showcase that you are an expert in your chosen field. Healthcare professionals are, of course, experts in their chosen medical specialization. So you have to establish credibility by putting your credentials as a medical doctor, dentist, etc.


As for authoritativeness, your website has to have that credibility and authority when relaying information to your prospective patients. All of your content should have good sources, especially because you are in the healthcare industry. All medical information that you input should be factual, and it is always best to get sources from trusted and proven studies and journals.


People have to trust you in order to build your Google ratings, and that is what trustworthiness is all about. If you’re a doctor, your prospective patients have to feel like they can trust you by just looking at your website. 

In the healthcare industry, you have to demonstrate and secure a high degree of professionalism, credibility, and trustworthiness. People come to you and trust you with their lives, so high-quality content and website information are necessary aspects to focus on your healthcare content marketing strategy.

How Can I Incorporate E-E-A-T in Content Strategy?

content marketing strategy for healthcare

Visibility of Credentials

Your credentials play a crucial role in healthcare marketing and making them visible to the patients makes you more trustworthy. 

You can put your credentials on your service pages, about pages, and your blogs. When putting these pieces of information, it is advisable to have one format for all the pages and sections that you plan to put your credentials into. You can put your educational and professional credentials. LinkedIn profiles and social media accounts can also be incorporated for your target audience to see.

[Related: Top 5 Marketing Strategies for Healthcare That You Need To Implement ASAP]

Build Good Reviews

As part of your healthcare content marketing strategy, you should focus on building good reviews from your previous patients. You have to remember that no matter how good you are as a healthcare professional, you won’t get enough patients and profit if people do not know how good you are!

Providing excellent medical service is, of course, your top priority. On the other hand, you also have to make sure to reach out to your patients in a much deeper connection in a way that they would be very happy to share how great your services and expertise are with other people.

To do this, you have to make sure that not only you, as a healthcare provider, are the one professional in your clinic or institution. Your staff should also be capable of answering the queries and concerns of the patients that come into your clinic. If you are able to provide a seamless and efficient patient experience, good reviews should come in naturally over time.

Create Factual and High-Quality Content

In healthcare content marketing, you have to remember that content is king! Creating healthcare content like a blog post can help you incorporate E-E-A-T.

The first content creation process that you have to emphasize on is knowing your goals. What results are you aiming for upon creating the blog? What do you want your readers to do upon seeing your content?

Creating blog posts without any effective content strategy makes your efforts go down the drain. You have to know exactly what you want to accomplish. It can be increasing referrals from your previous patients, looking for new patients, or increasing your profit by also increasing the services that you offer.

Once you have established your goals, it is now time to create content. Relevant content is the key to successful healthcare content marketing. Your goal should be to create a blog post at least once per week, but ideally twice per week or more. You can also create infographics and marketing videos that have been proven in studies to generate engagement on social media platforms like Twitter and Facebook.

Update Content Regularly

Let’s say you already have created a lot of blog posts as part of your content marketing efforts, but that’s not enough! You have to make sure that you update your content regularly to make it as relevant as possible.

If you are offering new services, you have to update your service page and put information about the new services that you offer. All the blog posts that you have also written have to be updated. You can do this by checking industry news so the patients know that your information is up to date.

You have to remember that fresh information makes readers come back for more! You can update multiple times per week or even daily if need be! Just make sure that whatever you’re posting is relevant and useful for your readership. 

[Related: 6 Things SEO Healthcare Bloggers Should Know]

Use links from Authoritative Sources

Linking to authoritative sources is a great way to build trust with your audience. Did you know that if you’re running an ad campaign, linking to authoritative sources can increase click-through rates by up to 50%?

People will naturally be more likely to share the content from healthcare providers once they see that it is linked from an authoritative source. This can be especially helpful when trying to get media coverage and increase your visibility to other prospective patients.

So, how do you do this? If you’re a doctor and you’re talking about treating back pain, for example, then one of your top priorities should be finding medically-reviewed articles and studies about the condition that are written by doctors who are considered authorities or have years of experience on the subject. 

You can typically find these sources published in academic journals, articles, or books. Then, when you write your own article or post about back pain treatment on your own website, make sure to link to these authoritative sources through hyperlinks.

Put Efforts on Getting Your Healthcare Business Mentioned Online

Another healthcare content strategy that can increase your E-E-A-T is when your healthcare services are mentioned by other websites. These can be in the form of news, articles, and blogs written by other healthcare organizations, or journalists.

You can use platforms like HARO, which gives you an opportunity to answer queries from various journalists and reporters who need expert advice and ideas on certain topics. You may also answer Quora questions and use your professional credentials to further improve your E-A-T rating in Google. 

[Related: How to Do Search Engine Reputation Management in Healthcare (Successfully)]

Showcase Your Experience

Patients highly emphasize doctors and healthcare professionals who have adequate experience in the medical world. 

Imagine people just recently diagnosed with a degenerative disease or a terminal illness. Do you think they would rely on someone new to treat them? No, they would be looking for someone who has a clear set of hands-on experience in their chosen field. 

But how would you showcase your experience in the world of digital marketing? You can do this by adding your years of experience in your profession, seminars attended related to your expertise, and achievements on your blogs and service pages.

You can even make a social media page for yourself so patients would have a better glimpse of your skills and expertise. On your page, you can talk about the recent medical or clinical articles you have published, any notable news about your profession, etc.

[Related: The Essentials of Healthcare Marketing (A Beginner’s Guide)]

Get Detailed and Professional Healthcare Content Strategy

content marketing strategy for healthcare

Getting the right healthcare content strategy is essential for your company, and your professional career. 

Picking the right and efficient strategies can help you improve your site’s traffic, increase the number of leads and prospective patients, and improve the overall patient experience – and that is what Digitalis Medical can do for you.

What strategies do you use to follow Google’s E-E-A-T search ranking system? Share your thoughts in the comments section below!

If you’re interested in getting a more detailed and professional healthcare content strategy, get in touch with our team of healthcare marketers!

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Dr. Melissa Austin, MD - Founder, North Valley Women's Care
Dr. Melissa Austin, MD
Founder, North Valley Women's Care

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