In healthcare SEO, there is no buzzword more important than E-E-A-T.

Google’s “Your Money or Your Life” (YMYL) guidelines mean that all health-related content is held to the highest possible standard. To rank, you must prove your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

This is where most marketing agencies fail. They have one, generic “healthcare” playbook. They treat a local dermatology practice the same way they treat a global medical device manufacturer.

This is a critical and costly mistake.

The strategy to prove the expertise of a surgeon (a B2P, patient-focused goal) is fundamentally different from the strategy to prove the efficacy of a surgical robot (a B2B, enterprise-focused goal).

As medical seo specialists who manage both, we’ve mastered the two playbooks. Here is how we build E-E-A-T for both the physician and the technology —and why you need a partner who understands the difference.

The Foundation: What is E-E-A-T for Medical SEO Marketing?

Before we get to the playbooks, let’s set the stage. Google’s E-E-A-T framework is their way of asking, “Can we trust this source with someone’s health or money?”

• Experience: Is this content written by someone who has actually used the product or has first-hand knowledge of the topic?
• Expertise: Does the author or company have the credentials and qualifications to speak on this topic?
• Authoritativeness: Is this person or company recognized as a leader in their field? Are they cited by other experts?
• Trustworthiness: Is the information accurate, transparent, and safe? Is the site secure? In healthcare, this also means (implicitly) HIPAA compliance.

Now, let’s see how we apply this to two completely different clients.

Playbook 1: The Surgeon (B2P Medical SEO)

Goal: Patient acquisition. Audience: A local patient with a problem (e.g., “back pain specialist near me”). Core Strategy: Build trust and authority in the physician as an individual expert. This is the classic seo for doctors and medical practices.

Proving Experience & Expertise (The “E”s)

For a surgeon, E-E-A-T is personal. It’s about their professional credentials.

• The Physician Bio Page: This is the single most important E-E-A-T page on your site. A weak, 50-word bio is a wasted opportunity. A physician seo expert will build this page into an authority hub, including:
  • Board Certifications
  • Medical School & Residency
  • Hospital Affiliations
  • Published Research or Media Appearances
  • Professional Memberships (e.g., American Academy of…)
• “By Dr. Jane Doe”: The doctor’s expertise must be visible. We ensure that core service pages (e.g., “What is a Rotator Cuff Repair?”) are written or “medically reviewed by” the expert, complete with their bio and signature.

Proving Authoritativeness (The “A”)

Here, authority is both topical and local.

• Local Authority: We get the physician featured in local publications or listed on their hospital’s “find a doctor” portal. Backlinks from local health institutions are gold.
• Topical Authority: We build this by answering patient questions. A blog that consistently answers common questions (e.g., “What to expect after…”) establishes the doctor as the go-to expert in their specialty.

Proving Trustworthiness (The “T”)

For a local medical practice, trust is proven by social proof.

• Patient Reviews: This is non-negotiable. A core seo for medical practices strategy involves managing and generating a steady stream of reviews on Google, Healthgrades, Zocdoc, and Vitals.
• Transparency: Clearly displaying insurance information, office locations, and easy-to-find contact numbers builds immediate trust with a patient.

Playbook 2: The Surgical Robot (B2B MedTech SEO)

Goal: Qualified lead generation. Audience: A hospital buying committee (e.g., Hospital CIO, Head of Surgery, Procurement Manager). Core Strategy: Build trust and authority in the product, data, and company. This is B2B SEO for the MedTech sector.

Proving Experience & Expertise (The “E”s)

Here, E-E-A-T is not about a single person. It’s about the product’s experience and the company’s collective expertise.

• Product “Experience”: How do you show a robot has “experience”? Through case studies. We build a “Clinical Evidence” hub showing the device in action at real-world hospitals (e.g., “How Hospital X Reduced Surgical Time by 20%”).
• Company “Expertise”: Instead of just one doctor, we showcase the entire team. We build robust bios for the Chief Medical Officer, the R&D leadership, and the engineers. Your Medical Advisory Board becomes your E-E-A-T proof.

Proving Authoritativeness (The “A”)

Authority isn’t local; it’s global and industry-wide.

• Whitepapers & Clinical Data: This is the B2B equivalent of a blog. We gate long-form whitepapers, clinical trial data, and webinars to generate leads.
• Digital PR: We take that data and promote it. A medical seo specialists team for MedTech doesn’t just “build links.” It gets your data cited in peer-reviewed journals and major industry publications (e.g., MedTech Dive, Fierce Biotech). A single citation there is worth more than 1,000 local directory links.

Proving Trustworthiness (The “T”)

Trust isn’t about patient reviews. It’s about data, compliance, and financials.

• Compliance & Clearances: Is the device FDA-approved (e.g., 510(k), PMA)? Is the software HIPAA-compliant? This information must be prominent.
• Data Transparency: We publish the specs, the data, the security protocols. For a B2B buyer, trust is built on transparency, not just testimonials. We also add “ROI Calculators” to prove the product’s financial trustworthiness.

You Need a Partner Who Knows the Right Playbook

Using the “Surgeon” playbook for the “Robot” (by focusing on GMB and local reviews) will fail. Using the “Robot” playbook for the “Surgeon” (by writing 30-page whitepapers) will also fail.

Your agency must be a specialist. Whether you are a doctor needing seo services for medical practice or a MedTech firm needing B2B leads, the first step is an E-E-A-T audit. You need a partner who knows exactly which playbook to pull from the shelf.