Service
Healthcare content and E-E-A-T
Medical content has to earn trust twice: from the patient reading it and from the systems deciding whether to show it. We write content that meets both standards and that your physicians are comfortable signing.
By Adir Fargon, founder of Only One Medical · Updated What is E-E-A-T in healthcare content?
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's quality rater guidelines use to assess content, especially on health topics. For a practice it means content written or reviewed by named physicians, accurate and sourced, clear about who is behind it and updated when guidance changes.
Why does medical content need a different standard?
Google's Search Quality Rater Guidelines treat health as a "Your Money or Your Life" topic, where inaccurate content could harm people. The systems that choose sources for AI Overviews and assistant answers are built with the same caution. Generic content, however well optimized, struggles here. Content that shows real clinical experience, names the physician behind it and states facts precisely is the content that gets shown and cited.
What does the service include?
- Question research. The questions patients actually ask about your specialty, from search data, assistant prompts, community forums and your front desk.
- Content plan. One page per condition and procedure that matters to your practice, plus supporting articles, mapped to the services they support.
- Answer-first writing. A direct 40 to 60 word answer at the top, question headings, tables and lists, and a FAQ section that reflects real patient questions.
- Physician review. Every piece goes to your physicians for accuracy review and approval. The approved reviewer is named on the page with a review date.
- Author infrastructure. Detailed physician bio pages with credentials, affiliations and Person schema, linked from every article they write or review.
- Maintenance. Scheduled reviews so content stays current when guidelines change.
What makes content citable by AI assistants?
Assistants prefer sentences they can repeat without risk. That means specific facts (recovery ranges, eligibility criteria, what a visit involves), clear attribution, and no promotional exaggeration. The GEO research from Princeton and Georgia Tech found that adding statistics, quotations and citations to content made it noticeably more visible in generated answers. Medical content can do this honestly: cite the guideline, name the society, give the realistic range. See how to get recommended by ChatGPT for the wider picture.
What we do not do
- Publish medical content without physician review
- Mass-produce generic AI articles to fill a blog
- Make outcome promises or superlative claims your state board or advertising rules would not allow
- Use patient stories or images without documented consent
How is content priced?
Content is included in our medical SEO and GEO retainers, or can be scoped as a standalone project, for example a set of core procedure pages for a new website. Contact us for a proposal.
Frequently asked questions
Do physicians have to write the content themselves?
No. We research and write it. Physicians review it for accuracy and approve it, which usually takes a short time per page, and they are credited as the medical reviewer.
Is AI used to write your content?
We use AI tools for research and drafting support, but every page is structured, edited and fact-checked by people and approved by your physicians. We do not publish unreviewed AI output.
How many articles does a practice need?
Fewer than most expect. A strong page for each core condition and procedure matters more than a large blog. Supporting articles are added where patients ask questions the service pages do not cover.
Does E-E-A-T directly affect rankings?
E-E-A-T is a framework from Google's rater guidelines, not a single ranking score. Google's systems aim to reward content that demonstrates these qualities, especially for health topics.
Want to know how AI assistants see your practice today?
Send us your website. We will check how ChatGPT, Perplexity, Gemini and Google describe your practice and tell you, in plain English, what is holding you back. Pricing depends on scope, so we quote after the first call.