Is Your Content Keeping Up with Google’s Algorithm Updates?

Google’s search algorithms are constantly evolving, with the company implementing thousands of changes each year. These updates are crucial because they set the standards for high-quality content that ranks well in search results. If your content doesn’t keep pace with these changes, it risks being overlooked.

Staying on top of these updates can be difficult, especially with the rapid developments in AI and other cutting-edge technologies. Even experienced marketers may struggle to adapt, and this challenge can be even greater for dental practices and clinicians. Fortunately, we’re here to assist, especially with what could be one of Google’s most significant updates at the time of writing.

A Game-Changing Update in Search

Google’s algorithm is always evolving, with most changes happening behind the scenes. However, the March 2024 core update was more noticeable and impactful. Google has described this update as more complex than the typical core updates, involving significant changes to various core systems. The goal? To prioritize content that provides genuine value and reduce the prominence of “clickbait” designed solely to drive traffic.

What Does This Mean for Your Practice’s Marketing?

It’s time to focus on your website’s “EEAT.” This acronym is critical for determining how content is rated and ranked in search results, reflecting a shift in Google’s evolving standards. Previously, content was evaluated based on “EAT,” which stands for:

• Expertise
• Authoritativeness
• Trustworthiness

However, in late 2022, Google introduced a new factor: Experience—hence the addition of another “E” to “EAT.” This update emphasizes content that demonstrates real-world experience. For example, in the dental field, this could mean content showcasing a dentist, assistant, or hygienist using new technology or sharing their hands-on experience with a patient’s treatment journey. This shift rewards content that reflects genuine experience, moving away from generic or misleading information.

Revisiting the Key Elements of “E-A-T”

• Expertise – While similar to experience, expertise focuses on knowledge and proficiency in your field. Make sure your qualifications, certifications, and unique skills are prominently displayed on your website. Highlight any additional training or specializations, such as expertise in clear aligner therapy or dental implants, to distinguish your practice from competitors.
• Authoritativeness – Being an authority offline doesn’t automatically translate to being one online. At Ekwa, we help you establish your authority in the digital world. Think about all the ways you demonstrate credibility, such as speaking at events, publishing articles, or collaborating with other professionals. Ensure these accomplishments are reflected in your online content to solidify your reputation as a thought leader.
• Trustworthiness – Trust is arguably the most important factor. Without it, even the most experienced and authoritative content loses value. Outdated or inaccurate information can quickly erode trust, so it’s essential to regularly audit your content. Ensure that any contentious topics are backed by reliable research and that all content is up-to-date. By maintaining accuracy and timeliness, you convey to your audience that your practice is innovative and in tune with the latest trends, not stuck in the past.

Staying Ahead of the Curve

The full guidelines on content quality can be found in Google’s 170-page document on Search Central hub. However, rather than getting bogged down in the details, our team at Earn SEO, a leading content marketing agency in New York, is here to help you navigate these updates effectively. We specialize in crafting tailored strategies that keep your content relevant and optimized for search engines, ensuring your practice stands out in a competitive landscape. Let us manage the complexities of SEO, allowing you to focus on what matters most—your patients and practice. With our expertise, we’ll ensure your content continues to perform well in search results and resonates with your audience.