YMYL content guidelines for clinics

YMYL classification triggers heightened scrutiny from Google's quality evaluation systems. Content that could affect someone's health – symptom descriptions, treatment explanations, medication information – must demonstrate clear expertise and accuracy.^[1]

The practical impact: a fitness blog can rank with decent content, but a clinic page about back pain treatment needs demonstrable medical authority. Google's quality raters specifically evaluate whether YMYL content was created by qualified professionals.^[1]

This applies to your entire site, not just blog posts. Service pages, provider bios, FAQ sections, and even your About page contribute to Google's assessment of your site's trustworthiness for health topics.

Every healthcare content page should have a visible author with verifiable credentials. Google's Quality Rater Guidelines state that YMYL content benefits from having a known topic expert as the author.^[1]

Include detailed author bios with full name, credentials (MD, DO, DPT, DC, LAc), years of experience, board certifications, and institutional affiliations. Link to the author's profile page on your site.

For content written by marketing staff, add a "Medically reviewed by" attribution with the reviewing clinician's name and credentials. This signals that a qualified professional has verified the medical accuracy.

Google Search Essentials emphasize that content should demonstrate it was produced with appropriate expertise for the topic.^[2] Anonymous health content sends a strong negative quality signal.

Cite peer-reviewed sources: Reference medical journals, government health agencies (NIH, CDC), and professional associations. Place inline citations at the point of each clinical claim – not just in a footer reference list.

Include publication and review dates: Health information changes. Display "Last reviewed: [date]" prominently. Google's guidelines note that freshness is especially important for YMYL content where outdated information could cause harm.^[1]

Avoid absolute claims: Never use "cures," "guaranteed results," or "100% effective." Frame outcomes with appropriate qualifiers like "may help," "evidence suggests," or "clinical studies indicate."

Disclose limitations: Every treatment page should include contraindications, potential risks, and a note to consult a qualified provider. This demonstrates trustworthiness – a core E-E-A-T signal.^[2]

Page experience matters for YMYL content. Google evaluates Core Web Vitals, mobile-friendliness, HTTPS security, and absence of intrusive interstitials.^[2] Poor technical performance can suppress otherwise high-quality health content.

Implement structured data to reinforce E-E-A-T signals. MedicalOrganization schema communicates your practice credentials, while Article schema with author information helps Google associate content with qualified professionals.^[3]

Maintain an accessible, comprehensive About page and contact page. Google's quality raters specifically check whether YMYL sites have clear ownership, contact information, and customer service details.^[1]