SEO in health: the secret to build online authority

Trust is one of the most important pillars in healthcare. Before making an appointment, patients look for information, read articles, check reviews and want to be sure they are choosing the right professional to help them. If a website doesn’t appear in searches, it misses out on opportunities. And this is where SEO in healthcare makes all the difference.

Os motores de pesquisa, como o Google, priorizam conteúdos que demonstram autoridade digitalSearch engines like Google prioritize content that demonstrates digital authority, expertise, and trustworthiness. In sensitive areas, such as medical and beauty clinics, it is essential to ensure that the information is accurate, up-to-date and signed by experts. Otherwise, the site may be ignored by the algorithm and, more importantly, by patients. 

A medical clinic contacted me because they were facing this challenge. It had a team of highly qualified experts, a modern space and excellent service. The problem? The website did not appear in the first Google results and potential patients did not find it. It was not optimized for search engines nor did it convey the online credibility needed to gain patients’ trust. contactou-me porque enfrentava esse desafio. Tinha uma equipa de especialistas altamente qualificados, um espaço moderno e um serviço de excelência. O problema? O site não aparecia nos primeiros resultados do Google e os potenciais pacientes não o encontravam. Além disso, não estava otimizado para os motores de pesquisa nem transmitia a credibilidade online necessária para conquistar a confiança dos pacientes. 

A solução para este problema não era apenas “fazer SEOThe solution to this problem was not just to “do SEO”. The challenge involved building a digital presence based on authority, expertise and trust. But how does Google assess the credibility of a health website? site de saúde?

What is E-A-T and why is it essential?

Google has a clear goal: to present quality, trustworthy results to searchers. In the health sector, where incorrect information can have serious consequences, this demand is even greater. This is where the concept of E-A-T comes in, that is, Expertise, Authority and Trust (Expertise, Authoritativeness and Trustworthiness).

But what does this mean in practice? Let's imagine two websites about aesthetics: estética: 

1. The first has a blog section with articles written by experts, cites scientific studies and explains each treatment based on evidence. Plus, it features professional architecture and design, links to reliable sources, and a highly detailed “About Us” page with real photographs. 
2. The second has generic texts without reference to professionals, promotional language, lack of information about who writes the content and there is no indication of who the company's professionals are.

Which one seems safer? For Google (and patients), the first site demonstrates digital authority and online credibility, while the second may raise doubts. autoridade digital e credibilidade online, enquanto o segundo levanta dúvidas.

In the case of the medical clinic that I explained at the beginning, one of the main problems was exactly this: clínica médica que expliquei no início, um dos principais problemas era exatamente esse: 

• There was no content and the few that existed were not signed by specialists;
• There were no external references or links to reliable sources;
• The website had not been updated for over 3 years. 

Concept of E-A-T

As a result, Google did not validate the clinic as a reliable source. So what does the concept of E-A-T mean in practice? 

• Expertise - content must be created by someone with real knowledge in the field. An article on aesthetics written by a dermatologist has much more value than a generic text without sources. o conteúdo deve ser criado por alguém com conhecimento real na área. Um artigo sobre estética escrito por um dermatologista tem muito mais valor do que um texto genérico sem fontes.
• Authority - the website must be recognized as a reference in the sector. A medical practice blog with links from reputable websites has more authority. o site deve ser reconhecido como uma referência no setor. Um blog de uma clínica médica com links de sites confiáveis tem mais autoridade. 
• Trust - the website must convey security, both in terms of information and user experience. This includes having up-to-date data, security certificates (HTTPS) and a professional presentation.  o site deve transmitir segurança, tanto na informação quanto na experiência do utilizador. Isto inclui ter dados atualizados, certificados de segurança e uma apresentação profissional.

The importance of investing in content that generates trust

Now that we understand that Google values ​​expertise, digital authority and trust, how can a medical or aesthetic practice apply this to their website? expertise, autoridade digital e confiança, como é que uma clínica médica ou de estética pode aplicar isso ao seu site? 

Publishing articles is not enough. The key is to create content that actually helps the patient and demonstrates credibility online. What makes the difference? realmente ajudam o paciente e mostrem credibilidade online. O que faz a diferença? 

1. Articles written or reviewed by professionals in the field are a priority for Google. If a clinic has an article on laser hair removal, it makes all the difference that it is signed by a specialized dermatologist or physiotherapist. This allows you to demonstrate digital authority and security to the reader. autoridade digital e segurança para quem lê. 
2. It is not enough to say that a treatment works. It is essential to mention studies, medical associations or even health guidelines. An article about cryolipolysis, for example, that cites scientific publications will have more impact than a text that only promises “miraculous results”. 
3. A área da saúde está em constante evolução e, como tal, implica atualizações frequentes. Se um artigo foi escrito há 3 anos e não reflete as práticas atuais, perde relevânciaThe healthcare sector is constantly evolving and, as such, involves frequent updates. If an article was written 3 years ago and does not reflect current practices, it ends up losing relevance. Minor updates keep the content useful to patients and search engines. 

The SEO strategy to build trust

Foi exatamente isto que fiz That's exactly what I did for the medical clinic in our case. Until then, the site had generic articles without identifying the authors. The strategy was clear. The first step was to create new content signed by the clinic’s experts. Thus, each item now has the name and position of the responsible professional. At the same time, it was important to review and update old information and, whenever possible, add references. Finally, I organized the content to make it easier to navigate. The separation was made by themes to ensure more immediate demand. 

The result? The website began to be seen as a reference in the sector, both by Google and by patients. But the work didn't stop there. Contudo, o trabalho não ficou por aqui. 

How credibility can make a clinic or professional stand out

Now that we know how E-A-T and quality content are fundamental, let's understand how SEO in healthcare can transform the online presence of a medical clinic or professional in the field. E-A-T e o conteúdo de qualidade são fundamentais, vamos perceber como o SEO para a saúde pode transformar a presença online de uma clínica médica ou profissional da área. 

In the case of the clinic I worked at, the key was to align the SEO strategy with building digital authority and online credibility. Here's what we did:

1. Pesquisa de palavras-chave relevantes Relevant Keyword Research – I started by understanding what patients were actually searching for. It wasn't just about having "dermatology consultations" as a keyword, but rather having "effective acne treatment" or "how to treat sagging skin" as the keyword. The focus was on keywords that addressed patients’ real questions and needs.
2. On-page optimization – Every page on the website has been reviewed and optimized. Titles, descriptions, and content have been adjusted to better reflect users' search intent. Additionally, I went beyond the text, optimizing images, using internal links, and improving the overall structure of the site to make navigation easier. – Cada página do site foi revista e otimizada. Os títulos, descrições e conteúdo foram ajustados para refletir melhor as intenções de pesquisa dos utilizadores. Além disso, fui além do texto, otimizando imagens, utilizando links internos e melhorando a estrutura geral do site para facilitar a navegação.
3. Creating valuable, patient-oriented content – ​​In 8 months I created more than 30 relevant articles, with detailed, scientific information, but that spoke directly to the patient. Each article is designed to answer a common question or explain a treatment in a clear and accessible way. – Em 8 meses criei mais de 30 artigos relevantes, com informações detalhadas e científicas, mas que falavam diretamente ao paciente. Cada artigo foi desenhado para responder a uma dúvida comum ou explicar um tratamento de forma clara e acessível.
4. Quality link building – One of the factors that most impacts digital authority on Google are the links from other trusted sites that point to your content. I sought collaborations with health websites, specialized blogs and leading institutions to further strengthen the clinic's position. – Um dos fatores que mais impacta a autoridade digital no Google são os links de outros sites de confiança que apontam para o teu conteúdo. Procurei colaborações com sites de saúde, blogs especializados e instituições de referência para fortalecer ainda mais a posição da clínica.

Em poucos meses, o tráfego orgânico The result? Within a few months, the clinic’s organic traffic increased by 75%, with more patients finding the website through searches related to the clinic’s services. Most importantly, the clinic began to appear in the top positions on Google for keywords related to its services, standing out from other clinics in the region. aparecer nas primeiras posições do Google para palavras-chave relacionadas aos seus serviços, destacando-se de outras clínicas da região.

Neste caso, a credibilidade online não foi apenas uma questão de ter bons conteúdos, mas de uma In this case, online credibility was not just a matter of having good content, but of a well-executed SEO strategy that combined optimization techniques with a real concern for providing real value to the patient. que combinou técnicas de otimização com uma verdadeira preocupação em fornecer valor real ao paciente.

Quer que a sua clínica também se destaque nas pesquisas do Google e construa uma Do you want your clinic to also stand out in Google searches and build a trusted online presence? Get in touch to discuss how we can implement a customized SEO strategy that ensures visibility for your healthcare practice or business. I'm ready to help!? Entre em contacto para discutir como podemos aplicar uma estratégia de SEO para a saúde personalizada que garanta a visibilidade da sua clínica ou negócio na área da saúde. Estou pronta para ajudar!