Introduction
Establishing online trust is easier said than done. It’s one of the most important factors to consider when looking to expand your online visibility. It may sound simple, but there are many factors to consider, especially when trying to satisfy Google’s search algorithm.
Building trustworthy original content is a linchpin in any digital marketing strategy, but especially with Healthcare SEO work. Patients are putting their wellbeing in your hands, so it’s important that your content matches the ethics of your practice. ‘Trustworthiness’ is the final pillar of
Google’s Framework for evaluating content quality; consisting of Experience, Expertise, Authoritativeness and Trustworthiness. Put simply, if you can demonstrate to Google that your content meets this evaluation criteria it correlates with improved search rankings. If you’d like to know more about EEAT, check out our recent post on Why EEAT matters to the healthcare industry?
Factually inaccurate content, or misleading claims are immediate ‘trust killers’ to these potential clients. These kinds of issues are becoming more common than ever with the popularity of generative AI models like Chat GPT or Google’s own Gemini. These models source their information from sometimes unverified online sources and ultimately work to erode credibility in your business.
They also often suffer from ‘Hallucinations’. The Columbia Journal Review extensively tested generative AI and found that the hallucination rate varied from 37-94% across 8 major models including Chat GPT & Gemini.These language models present information as ‘fact’ even though it can be incorrect and unfounded.
The training system used by AI emphasises and rewards guessing over demonstrating uncertainty to the user. A good real world comparison, is you’re more likely to be correct with a multiple answers question by guessing than passing the question outright.
What makes content trustworthy?
When looking through a healthcare lens, there are some niche factors to contend with when building trust with any potential clients.
Relevant & Engaging
If you’re trying to sell your therapy services, posting relevant content to your specialist field is a must. If your clinic regularly cares for clients suffering from depression, consider creating blog posts about techniques for managing depression, or studies that dig deeper.
This not only engages with the target audience, but it also demonstrates to Google your authority and credibility on the topic, directing further traffic to your website.
Accuracy
Articles relating to medical advice, studies or new evidence need to be accurate. Let’s say you’re posting an article on your website relating to recent studies in your field. It’s important to ask yourself the following questions:
- Are you accurately dating the study?
- Who was the facilitator?
- Was the study peer-reviewed?
- Are your including the author’s details
- What are their qualifications?
- What is their role at your practice?
Are you accurately dating the study? Who facilitated the study? Was the study peer-reviewed and if so by who? These details may be taken for granted, but they all play their part in building patient trust and positioning you as a transparent practitioner.
Regularity
Regular posts to your website are another fantastic method for building trust with both users and Google. Blog posts relating to your industry, demonstrates to potential clients your authority on the topic. Frequent blog posts signal to Google that your practice is active and accordingly ranks your business high.
The Human Factor – Need to Knows on using AI
AI has been a controversial decade for the past few years, with businesses integrating it as part of their processes more and more. Before considering using it to manage your content strategy, it’s worth understanding the implications.
Lack of Experience
Real empathy and tone can’t be replicated by AI. Google’s search quality guidelines emphasises content rooted in first-hand experience. AI generated content lacks the experience of a professional clinician and ultimately the context for understanding your patients.
Misinformation
When gathering information, AI models like ChatGPT or Gemini act essentially as a highly advanced search tool, scouring the internet for relevant data.The problem here is that these information sources aren’t always reliable. Content can often be incorrect and at worst contain intentionally misleading or harmful healthcare information.
Duplicate Content
This content can often be simply duplicated from the original source. Google’s search algorithm favours unique relevant content and will detect and penalise content that has been duplicated from another source.
Authenticity
Because AI lacks personality, it can often end up creating content that feels generic and somewhat bland. This faux authenticity can be easy to spot, potentially hindering your chances at building trust early on.
Using AI to make your content may seem like the quick and easy solution, but the risks of damaging your credibility far outweigh this convenience.
Demonstrating Credibility- Practical Steps for Trustworthy Content
Building patient confidence early on is crucial in getting a client’s foot in the door. Highlighting authentic credibility is key to this, but how?
Reader-Friendly Content
When writing medical content relating to procedures or mental health conditions, make sure it’s written in a style & tone that a neutral reader can understand.
Don’t make the assumption that just because you understand the content, that everyone will. Also avoid excessive use of acronyms & medical jargon as standard. This only seeks to confuse and ultimately alienate the reader. Use plain and factual language that a leyman can follow.
Medical Accuracy
As well as the style, accuracy is just as important, particularly when under the banner of providing medical information. Any original written content must include credible information references. For example, if writing a post that touches on anxiety side effects, include a link to the NHS webpage on the topic.
Their credibility as an organisation in this case extends to yours. Also, if you’re able to include a third-party clinicians review, then all the better. Nothing solidifies credibility quite like a second opinion.
Avoid ‘Marketing Speak’
Be sure to avoid overpromising to potential clients with exaggerated claims & language. Wild claims ‘guaranteeing’ you will fix their problems is not only misleading but a big trust killer if you’re unable to fulfil this promise.
Staff Bios
Having an easily accessible ‘Meet the Team’ page is often a huge benefit. Photos of the team accompanied by their role, experience and qualifications helps patients get to know members of the team before actually meeting them. This is a huge credibility marker.
Ethical Policies
Make sure you have a section on your website, dedicated to highlighting the ethics of your practice. Safety standards, confidentiality policy, your terms & conditions; all combine to display professional transparency and earn patient confidence.
Testimonials
Given that testimonials are a form of social proof, these are an organic fantastic way of building credibility that attests to your practice’s ability. It’s common practice to have these displayed on your home page, the first point of call where users will often visit.
If you focus on following these practical steps in building or optimising your content, you’ll be on the right path to gaining the trust of incoming patients.
Final Thoughts
Trust in your services is built through a human voice demonstrating honesty and accuracy. It’s important to remember this scope when writing out original content for your website and not relying on generative AI. Emphasising honest, accurate, informative and engaging content will yield stronger search results than leaning on using AI prompts to build your platform.
Mental Marketing offers a range of services aimed at growing the online reach of your practice.
- Content Strategy – , If you’re struggling with writing content, we provide authentic content writing services to help create organic and authentic copy
- Website Design – We create unique customised websites with a focus on accessible, user-friendly design
- Support Service – We schedule regular strategy reviews and updates to make sure we’re on track as well as keeping you in the loop
With the right plan in place, we can take the stress out of marketing, so you can better spend your time focusing on your patients.
Great and informative!