Ever since the March 2019 Google Algorithm update, the focus of marketing agencies and specifically SEOs has been on Google's increased focus around Expertise, Authority and Trust (EAT) for YMYL (Your Money or Your Life) sites.
If you’re not sure what the March update changed or what EAT really means, then I recommend you read this informative blog post one of our SEO team members wrote after the update happened.
In short, Google wants YMYL sites to prove that the content on these sites is sourced from experts in the field who have high authority in their industry and can be trusted by users looking for their services. Many of our clients have these qualities, but we haven’t showcased them in the way that Google wants us to because it wasn’t an important ranking factor in the past.
Your About Page
The about page on your website is where you should start optimizing your medical, dental or legal website for EAT. If you think about it, all of the factors within this new ranking signal are touched on within the about page, so it’s foundational to on-site EAT strategies. Usually the about page is also one of the top 10 pages on your site for internet traffic. You can confirm this via Google Analytics’ Top Pages report under the Behavior>Content section.
We started rewriting the about pages for one of our dental clients with multiple doctors in November 2018 – before the March 2019 algorithm update – because we wanted to incorporate more information on each page. Here’s a screenshot of the user session data from when we started the rewrites through June 2019:
As you can see, we’ve seen a steady increase in traffic since the March 2019 algorithm update. So what exactly did we change to the about page, and did we do anything in conjunction with the about page changes?
We asked each doctor, 7 total, to update their CVs with everything they’ve done since they last updated it. This includes additional training and specialization, speaking engagements, community service, etc. We then took those updated CVs and incorporated the information into each of the doctor’s about pages so the page is now a complete document that presents their expertise and authority in the field of dentistry. We also asked the doctors to update their LinkedIn pages to reflect the same information.
So now we have a strong and all-inclusive about page on the site that shows why this professional is an expert within their industry. How can we take this a step further? The answer is blog authorship.
A recent blog post by one of our Internet Marketing Consultants goes over what blog authorship is and why it’s important for EAT. In short, blog authorship connects the dots between the content on the blog and the attribution to the writer. It looks like this:
The byline then links to the about page of the doctor, which connects the SEO dots for Google as well as providing a more trustworthy user experience for web visitors. Be sure to include a signal of expertise and authority. In this case it’s mentioning that the doctor is a board-certified plastic surgeon.
Utilize Your Stats
Many times writers try to use industry data to show the popularity of a procedure or the benefits of pursuing legal action for certain cases. While this is still great information to use, we believe that implementing statistics directly relevant to your business and your performance will help with the Authority and Trust parts of EAT.
If you have a CRM or other tool that allows you to track your historical performance, you already have this great data; you just need to identify it and implement it. For example, your data may show that you’ve done over X surgeries for a specific procedure over the past X amount of years. You should use this information as a marketing tool by linking to a review specific to that procedure and adding the stats to the relevant procedure page. This will give users and Google specific information as to why you have EAT.
For a legal practice, it’s all about how much you have recovered. You likely are showcasing this information on a Results or Verdicts & Settlements page, but don’t leave it isolated there. Add the total amounts recovered across X amount of cases for a specific practice area on the relevant practice area page.
These are just some of the changes we’re making to our client sites. As we learn more about what the Google algorithm update has changed, I’m sure these strategies will evolve over time.
What we do know about this most recent algorithm update is that it’s not like the others where you can change x, y and z and expect to recover from any losses. In this case, it’s more about taking a different approach and continuing to do that over time.
The search engine optimization specialists at Page 1 Solutions recognize the importance of robust EAT to help our clients stand out from the competition. For more information about SEO and other marketing strategies for your law office, cosmetic surgery center, dental practice, or ophthalmology clinic, please call Page 1 Solutions at 800-368-9910. Your initial website consultation is free.