- Google made a big change with their medic update.
The medic update stops people
who don't have authority on a certain topic
from ranking really well.
Good example of this, I'm a marketer.
If I write on surgeries and how you can cure yourself
from all these problems like cancer,
Google will not want to rank you
no matter how many links I have,
how many domain authority, it doesn't matter, why?
Because I'm not an expert when it comes to medicine
or advise to people's health.
Hey everyone, I'm Neil Patel,
and today I'm going to teach you how to optimize
for Google's EAT algorithm.
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As I mentioned, Google released the medic update.
If I were to give medical advise,
I would be doing a disservice to people
and I could potentially harm them.
Because of that, Google doesn't want to rank me
for medical-based information.
At the same time, they also don't want to rank people
for medical-based information who are phonies
claiming that they know all this medical stuff
when they really don't.
The same goes for financial information.
If I went out there and I started giving advise on 401Ks
and retirement, how to live life when you're 60 years old,
keeping in mind I'm 34
and I have no clue about retirement yet
because I'm nowhere near that age.
Why should I rank for that?
I could be doing a disservice and harming people.
Google's doing this for the best interest
of people using Google and it's the right thing to do.
So today, I'm going to teach you how to build up
your expertise authority, and trustworthiness.
This is what's called EAT, right?
Expertise, authority, trustworthiness, stands for eat.
And when you build this up you can
start ranking for more things.
Now pages that can be potentially hit by the medic update
or by Google's EAT, you know, update
is usually ones that are in happiness, health,
financial stability, or anything that's related to
the safety of other people.
So just news websites, government, law-related websites,
financial advice websites, shopping information,
medical advice, information just generally on people,
all these are types of sites that we're seeing
that are being effected.
So let's go into how you can optimize for EAT
so that way you can do well.
Tip number one.
Establish your own expertise, right?
So, I want you to start putting your bio everywhere.
When you write content, put your bio.
Tell people why you are an expert on that topic.
Why should they pay attention to you?
Google doesn't want a journalist who's a freelance writer
talking about financial advise.
Or, a general writer that you get on Upwork
talking about medical conditions
and what you should do if you have a brain tumor.
They want people who are experts,
doctors writing on medical-based content.
So make sure your bio represents who you really are.
Don't lie in your bio, you need to represent how you are.
I would not go around saying I'm a doctor
because I really am not.
In addition to that, you can also try to
guest post on other websites, that helps,
especially if they're in your niche.
Get on other people's podcasts, that helps again.
This all brands you as an expert.
Remember, Google can now crawl podcasts as well.
OF course, if you have a website,
you want to make sure you have reviews,
external reviews from other people, testimonials.
This also helps with your authority as well.
Tip number two.
Work with trusted sources.
If you're talking about scientific-based research,
include links in your article
to back up your sources, your claims.
When I talk about marketing stats,
sometimes I mention stats like,
did you know 49% of the search that happen on Google
result in no clicks?
I don't just say that because I'm making it up.
I say it because I got that data from Jump Shot, right.
They publish it around the web and with their data
and they analyze billions of clicks,
they said 49% of all searches that happen on Google
result in no clicks.
So by citing your sources, it makes you seem more reputable
and it makes you seem more trusted.
Backup your claims, your data, your stats, your studies.
All these types of things because it helps you as an expert.
Tip number three.
Design your content to be helpful for people.
With the specific purpose in mind of helping other people,
not Google, not Facebook, not Instagram.
I know this is hard because as I see it as a marketer
we're like, how can I optimize my page
for Google or for Facebook.
They want to optimize their pages, their listings,
their results for their end user,
so if you also do the same yeah in the short run
you may not rank where you want
or get as much social love,
but in the long run you will do better.
What do people want to achieve by reading your content?
Ask people that and if you can answer that
within your content, you'll do great.
Does your page have a beneficial purpose?
If it does, great.
Are people taking intent from your page that helps them
or are they taking gambles, like investing their money
in areas they shouldn't be investing in?
Whatever your page was designed for,
make sure you provide an amazing experience,
because if you do that people will love it.
They'll keep coming back.
It shows Google the right user signals
and that will continue to help you rank in the long run.
If you need help on plans or your site
for the Google medic update or EAT,
expertise, authority, and trustworthiness,
check out my ad agency Neil Patel Digital.
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