The Google E-A-T update is making for some interesting conversations lately…
One of the Ops guys from a large client of ours is trying to learn more about content marketing and SEO.
We were working on a presentation for his regional teams and he asked us if the “food update” only applied to restaurants.
Ummmm….what?
He had us stumped until we realized he was referring to the E-A-T update. While this one isn’t a recent update, it is one that has gone through little “rebranding.”
In August of 2018 this update rolled out. Because it seemed to hit health care and medical related sites the hardest, one of the big SEO journalists dubbed it the “medic” update.
Now that it’s been around for a while, people have started referring to it as the E-A-T update.
It kind of makes sense when you understand that Google was trying to use the update to flush out sites that lacked the expertise, authority, and trustworthiness (E-A-T – get it?), to be giving advice.
And we all know five minutes on the internet can get you a completely accurate diagnosis, right?
So that explains why some of the hardest hits sites—at least initially—were health care related.
But what does the E-A-T update mean for your site? Truthfully, nothing that it didn’t mean before.
Senior Living Sites Need Expertise, Authority and Trustworthiness
Google has what is called the Search Quality Evaluator Guidelines.
I saw that eye roll after you clicked on the link… It’s definitely a snooze-fest if this isn’t your thing.
Hop on down to page 18 though, and skim the highlights. Like this paragraph:
“Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating.”
This one is important for senior living websites too:
“High E-A-T medical advice should be written or produced by people or organizations with appropriate medical expertise or accreditation. High E-A-T medical advice or information should be written or produced in a professional style and should be edited, reviewed, and updated on a regular basis.”
Google wants to know that the information you are sharing on Alzheimer’s care, home health services, skilled nursing topics, or any senior care related services is legit.
What can you do to show Google you are legit?
We have a couple of ideas for you…
Demonstrating E-A-T in Senior Living
- Author expertise: Even if you use an agency (like SCCS!) to ghost write articles for you, tie them to an expert on your team. Senior living communities have incredibly talented staff. Most of you do a great job showing them off in your local area. Bring that flex to your blog, too.
- Content for the journey: We know the senior care decision journey isn’t a linear route. Having a site that answers questions for every bend in the road is vital. Don’t stop at the early content that addresses the basics. Think about the other stages of the journey and answer those concerns, too. This also helps you build inbound links, which is another thing Google really digs.
- Make it easy to share: When your content is shared often, Google will start to see you as an authority for an industry or topic. So have social share buttons strategically located on your site to make that easy to do.
- Brand yourself offline: Having seniors and families searching for you by your brand name also helps. Make sure you are taking every opportunity offline that you can to encourage and push people to your site.
- Address reviews: Don’t come at it me for this one but… you need to address those senior living reviews. Thank people for leaving them if they are good. Work with your communications and legal teams on some language to address those that aren’t so spectacular.
- Legal and technical stuff: Be sure you’ve handled all the boring stuff, like having terms of service on your page. And a privacy policy. Also be sure HTTPS set up correctly so Google recognizes your senior living website’s trustworthiness.
Have any questions about the E-A-T update or content marketing for your senior care company?
Drop me a note! I’ll be happy to help.
Until next time,
Shelley
How does the Google E-A-T update impact your senior living site? Here's what providers should know. Click To Tweet