E-E-A-T for healthcare websites

Experience is the newest addition to Google's quality framework, added in late 2022 to the original E-A-T criteria. It refers to first-hand, real-world involvement with the subject matter.^[1] For healthcare, experience means content created by someone who has actually practiced medicine, treated patients, or lived through a relevant health condition. A surgeon writing about post-operative recovery demonstrates experience that a freelance writer cannot replicate.

Expertise means having the formal knowledge, training, and credentials necessary for the subject matter. Google's Quality Rater Guidelines specify that medical content should be created or reviewed by licensed healthcare professionals with relevant qualifications.^[1] Board certifications, medical degrees, specialty training, and years of clinical practice all contribute to expertise signals.

Authoritativeness reflects your reputation among peers, patients, and the broader medical community. It is built through recognition from other authoritative sources – hospitals that refer patients to you, medical journals that cite your research, professional associations that feature your work, and directories that list your credentials.^[1] Authority is not self-declared; it must be earned and recognized by others.

Trustworthiness is the most important element of E-E-A-T according to Google's guidelines. It encompasses accuracy, transparency, and legitimacy.^[1] For medical practices, trustworthiness means factually accurate content, clear disclosure of credentials, transparent pricing and contact information, privacy policies that protect patient data, and honest representation of services and outcomes.

Healthcare content is classified as YMYL (Your Money or Your Life), a designation Google applies to topics where low-quality content could directly harm a person's health, safety, or financial stability.^[1] Medical information sits at the highest end of the YMYL spectrum because inaccurate advice about symptoms, treatments, or medications can lead to delayed care, inappropriate self-treatment, or dangerous drug interactions.

The majority of adults in the United States now use the internet to research health and medical information.^[2] When patients search for conditions, treatments, or providers, they are making decisions that affect their wellbeing. Google recognizes this responsibility and applies correspondingly stricter quality standards to health-related search results.

E-E-A-T is not a single ranking factor that you can directly optimize like page speed or keyword density. Instead, it represents a framework that Google's thousands of human quality raters use to evaluate websites, and their assessments inform how Google's algorithms are developed and refined over time.^[1] Sites that consistently fail E-E-A-T evaluations will see their visibility decline as algorithm updates incorporate rater feedback.

Google's December 2025 core update demonstrated how seriously these standards are enforced. Health and medical content websites without clear physician authorship saw significant ranking declines for symptom and treatment queries, reinforcing that E-E-A-T compliance is not optional for healthcare practices.^[3]

Provider credentials should be prominently displayed on every content page. Each piece of medical content should identify who wrote or reviewed it, with links to a detailed bio page showing their medical degree, board certifications, specialty training, years of practice, hospital affiliations, and professional memberships.^[1] Anonymous medical content is a significant red flag for quality raters.

Your practice's About page should clearly establish who you are, where you practice, how long you have been in operation, and what qualifications your team holds. Include your physical address, licensing information, and any institutional affiliations. Quality raters look for this information to verify legitimacy.^[1]

Every medical claim on your website should be supported by peer-reviewed research or authoritative medical sources. Link to studies from PubMed, guidelines from professional associations, or information from government health agencies like the NIH, CDC, or FDA. Unsourced health claims are a strong negative signal under YMYL standards.

Patient reviews and testimonials (collected in HIPAA-compliant ways) demonstrate real-world experience and build trust. Google's guidelines specifically mention that reviews from actual patients are a positive authority signal.^[1] Encourage satisfied patients to leave Google reviews and respond professionally to all feedback.

Keep content current by regularly reviewing and updating medical information. Include visible "last reviewed" or "medically reviewed by" dates on health content pages. Outdated medical information – especially about treatments, drug interactions, or clinical guidelines – is a serious quality concern.

Missing author attribution is the most frequent E-E-A-T gap on healthcare websites. Many practices publish blog posts, condition guides, or treatment descriptions without identifying who wrote or reviewed the content. Even if a licensed physician created the material, the absence of visible attribution means quality raters cannot verify expertise.

Generic content that could appear on any medical website fails to demonstrate experience. If your treatment descriptions are identical to what a dozen other practices publish, there is nothing distinguishing your expertise. Include details specific to your practice – your approach, your outcomes, your patient population, your clinical perspective.

Thin "About" pages that list only a practice name and phone number provide insufficient trust signals. Quality raters need to see credentials, licensing, facility descriptions, and team qualifications. A practice with a detailed About section covering its providers, philosophy, certifications, and community involvement signals significantly higher trust than one with a single paragraph.

Neglecting structured data means search engines cannot verify your E-E-A-T signals programmatically. Schema markup for your organization type, provider credentials, and medical content helps search engines confirm the expertise and authority claims your visible content makes. Without it, search engines have to infer these signals from unstructured text alone.

AI search tools like ChatGPT, Google AI Overviews, and Perplexity rely on authority signals when selecting sources for healthcare responses. These systems generally prioritize content from credentialed medical professionals, established medical institutions, and government health agencies over content from anonymous or unverified sources.

Structured data plays an outsized role in AI comprehension of E-E-A-T. When your website includes schema markup identifying your organization as a MedicalOrganization and your providers as Physicians with specific credentials, AI systems can parse and verify these signals programmatically rather than inferring them from unstructured text.

Citation patterns in AI responses tend to favor sources that demonstrate multiple E-E-A-T signals simultaneously. A condition page that identifies its medical reviewer, cites peer-reviewed research, includes structured data, and belongs to a practice with strong online reviews is far more likely to be cited by AI systems than an anonymous page with the same clinical information.

As AI search tools become a more significant source of patient referrals, the practices that invest in comprehensive E-E-A-T signals gain a compounding advantage. AI systems build persistent models of source reliability, meaning practices that consistently demonstrate expertise are increasingly likely to be cited in future responses.