Skip to content
English
  • There are no suggestions because the search field is empty.

Understanding EEAT and How to Apply It to Your Practice Website

Patients rely on search engines to find trustworthy healthcare providers and reliable wellness information. Search engines, in turn, rely on specific credibility signals to determine which websites are authoritative and safe to recommend. These signals fall under the framework known as EEAT, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

Strengthening these elements on your website helps search engines understand the quality of your content, improves your visibility, and builds confidence with patients exploring your practice or online store.

This guide explains what EEAT is, why it matters for healthcare practitioners, and how to apply it to your website in practical, achievable ways.

What Is EEAT?

EEAT is a set of quality signals used by Google and other search engines to evaluate content. It especially affects health-related websites, which are held to a higher standard because they can influence people’s wellbeing.

Experience

Shows that you have hands-on, real-world knowledge.

Expertise

Demonstrates professional qualifications and clinical background.

Authoritativeness

Signals that others recognize you or your practice as a trusted source.

Trustworthiness

Reflects the safety, accuracy, and transparency of your website.

For healthcare practitioners, displaying EEAT helps ensure your content is taken seriously by both patients and search engines.

Why EEAT Matters for Your Practice

Strengthening EEAT helps you:

  • Build credibility with first-time visitors

  • Improve your website’s performance in search results

  • Provide reassurance about your qualifications and services

  • Support patient education by offering reliable information

  • Encourage trust in your online store and supplement recommendations

Patients are more likely to engage with a practitioner who appears reputable, confident, and transparent online.

How to Improve EEAT on Your Website

Below are actionable steps any healthcare practitioner can take to enhance their website’s EEAT signals.

1. Highlight Your Professional Credentials (Expertise)

Showcase your education and qualifications clearly.

  • Include your degrees, certifications, and specialties

  • Add bios for providers with clear clinical backgrounds

  • Mention continuing education or advanced training

  • List your professional associations or memberships

Tip: Use language patients can understand. Focus on your role and how you help.

 

2. Share Real-World Insights and Patient-Facing Experience (Experience)

Patients connect with practical, relatable insights.

  • Write short educational articles or FAQs based on common patient questions

  • Share guidance related to your specialty or approach

  • Use examples from your clinical experience (without identifying patients)

  • Explain your philosophy or method of care

Showing that you work with real people helps reinforce credibility.

3. Build Your Online Authority (Authoritativeness)

Authority is strengthened when others acknowledge you as a trusted source.

Try adding:

  • Links to interviews, podcasts, or articles you’ve contributed to

  • Mentions of speaking engagements, seminars, or community events

  • Testimonials (written or video) that reflect patient satisfaction

  • Any awards, recognition, or published work

Even a few authority indicators can improve your online presence.

4. Create Clear, Helpful Website Content (Trustworthiness)

Trust is the foundation of both patient care and online visibility.

Strengthen trust by:

  • Displaying accurate business details (name, address, phone, hours)

  • Ensuring your contact information is easy to find

  • Adding a clear privacy policy and terms of service

  • Keeping health-related content up-to-date

  • Avoiding exaggerated claims or unverified health advice

If you offer online ordering, confirm that checkout pages look professional and secure.

5. Use Professional Photos and Accurate Staff Information

Authentic, high-quality photos build trust immediately.

Include:

  • A friendly headshot of each provider

  • Photos of your clinic environment

  • Team photos when appropriate

Avoid stock photography for provider bios. Patients want to see you.

Quick Checklist for EEAT Readiness

You can use this checklist to evaluate your website:

  • Provider bios include credentials and specialties

  • Website content answers patient questions clearly

  • Educational content reflects your real-world experience

  • Testimonials or reviews are visible and up-to-date

  • Contact info is accurate and consistent

  • Policies and disclaimers are easy to find

  • Photos represent your actual team and facility

  • No outdated or misleading content

If you can check most of these boxes, your website is in strong shape.