In our previous SEO article ‘The New Era in Search: About Google’s New AI Overviews and AI Mode’, we explained how, as Google’s AI evolves, the search giant Google has redefined its content quality framework.
What this means for our healthcare clients is the quality and relevancy of content on their websites is an important consideration for appearing in search results, in combination with strong technical SEO foundations. Optimising for both content and technical aspects drive local organic SEO traffic and help position our clients as trusted, expert resources for prospective patients, and this is something the search engines including Google consider when choosing who to display in search results.
How Google measures expertise
Google has a framework to distinguish credible, authoritative online sources from a sea of content, especially as AI-driven results take more prominent positions in search. This framework is known as N-E-E-A-T-T. At Splice, we build content strategies for our healthcare clients that embody N-E-E-A-T-T principles.
This makes content valuable in the eyes of Google.
Here’s what it stands for:
- Notability: Is your brand or website recognised as a credible source in its field?
- Experience: Does your content reflect real-world knowledge, showing first-hand insights rather than generic information?
- Expertise: Does your content come from specialists with proven knowledge in the subject area?
- Authoritativeness: Are you a trusted source, with other reputable sources citing or referencing your content?
- Trustworthiness: Is your information reliable, honest, and free from bias?
- Transparency: Does your content openly display the sources, qualifications, and motivations behind it?
Because features like AI Mode use a “query fan-out” to pull from multiple sources, it will prioritise content that strongly signals expertise and trust. It means that, more than ever, healthcare brands need to present themselves as reliable, expert sources. By focusing on high-quality, experience-driven, and transparent content, we ensure your business not only ranks well but also earns the trust of potential patients.
How often should you be posting content to your website, and what type of content?
When it comes to sharing content online, consistency is one key to getting recognised by Google as a Subject Matter Expert. Posting high-quality content (including blogs or web pages) regularly keeps your website fresh and also signals to Google that your site is active. However, it’s not just about frequency — it’s also about purpose. Educational, “non-salesy” content performs best and aligns with the types of searches likely to surface in AI Overviews and AI Mode.
We suggest aiming for at least one valuable, well-researched article per month, focusing on questions patients commonly ask or topics that are relevant to your services. This not only increases your relevance in AI-generated results but also fosters trust with potential patients.
At Splice Marketing, we ensure that healthcare clients capture intent-driven traffic by creating websites that have quality, relevant content and strong technical SEO foundations. Optimising for both content and technical aspects drive local organic SEO traffic and helps position our clients as trusted healthcare professionals.
