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Impact of E-E-A-T on UK Health Charities

Impact of E-E-A-T on UK Health Charities

In the vast and ever-evolving landscape of the internet, establishing trust and credibility has become a paramount concern for businesses, content creators, and online platforms alike. Especially with the rise of fake news entering the digital sphere.

This is where E-A-T evolved; an acronym that encapsulates three vital components that contribute to the credibility and expertise of online content. E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, was first introduced by Google in its Quality Rater Guidelines in 2014 and has since become an essential factor in SEO.

In recent months, Google updated E-A-T to include an additional E for experience. Google is now looking to see if the content writer and website have first-hand experience on the topic. Take a look at this article to read more about the E-E-A-T update and its widespread impact across all industries.

We’ve taken the time to specifically review the impact E-E-A-T is having on UK health charities and have highlighted ways they can future proof their website for upcoming tweaks to the quality rater guidelines.

Keyword ranking trends for UK  health charities

From working with numerous health based charities, we started to see a decline in rankings for their priority keywords. No recent changes had been made to the target pages that had seen a hit that could have caused such a significant decline.

For example, one charity targeting ‘ovarian cancer’ was typically ranking in the middle of page one. Suddenly, rankings started to deteriorate rapidly without an obvious explanation. Upon investigation, it was clear the search landscape here was changing, and more and more American based health websites were making their way into the SERPs.

We examined the ranking history over time to see if any other website saw a decrease in rankings at the same time. And they did. Below are two screenshots of rankings overtime and you can see on the same date in November, the two UK charities started their decline as American website, Cleveland Clinic, started climbing.

Keyword: Ovarian Cancer

Graph displaying the decrease in ranking position for the keyword 'ovarian cancer' for a UK ovarian cancer charity, whilst the US website increases in ranking after the E-E-A-T update.

  • Cleveland Clinic (YELLOW)
  • UK Ovarian Cancer Charity (PINK)

Decrease in ranking for 'ovarian cancer' keyword for UK based cancer charity compared to increase for US based charity after the E-E_A-T update.

  • Cleveland Clinic (YELLOW)
  • UK Ovarian Cancer Charity (GREEN)

Keyword: Ovarian cancer symptoms

Decrease in ranking for ovarian cancer symptoms for UK based charity compared to US charity after E-E-A-T update.

  • Cleveland Clinic
  • UK Ovarian Cancer Charity

We can see this is happening for other health-bases charities too. In some cases, you can see at the end of November there is that step up from ranking bottom of page one to within the top 3 positions.

Keyword:  Skin Cancer

Changing trends in ranking position for the keyword skin cancer comparing UK and US based charities.

  • MayoClinic
  • UK Skin Cancer Charity

Improving E-E-A-T for health-based charities

Does your content demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where the most valuable information to users is content from someone who has first-hand, life experience about the topic.

To enhance the E-E-A-T of your online content and bolster its credibility, several best practices should be followed.

  • Ensure new content demonstrates your experience on the subject matter. When it comes to health-based content, consider sharing personal experiences or other people’s testimonials, including examples or using technical language that is well explained.


  • Establish yourself as an expert in your field by consistently producing high-quality, accurate, and insightful content on a frequent basis. This can be achieved by conducting thorough research, citing reputable sources, and showcasing your expertise through in-depth analysis and unique perspectives.


  • Build authoritativeness by showcasing your credentials, experience, and qualifications, such as including author bios and linking to your professional profiles. If your charity has a single professional in your sector who writes most of the content, creating an author bio stating who they are and credentials will work well. If you have multiple writers whose content is checked by scientists or researchers then a branded author bio may be best.


  • Actively seek opportunities to contribute guest posts or collaborate with respected individuals and organisations in your industry to make yourself more well known. The more people cite your work or reference you as an authoritative source, the more Google will trust what you have to say.


  • Create trustworthiness by being transparent. Make sure your website is as up-to-date as possible, and ensure your content is free from spelling or grammatical errors. Include clear authorship information, privacy policies, and secure website features to encourage confidence and trust among your audience.

Key content elements Google wants to see!

  • Dates. Published date, updated on date, or reviewed on date associated to all pages. Especially those with health-based support and advice. Google likes to see up-to-date content so if you find content doesn’t need a refresh, ensure it has been reviewed!
  • Author names. An authoritative name to state who published, updated or reviewed the content.
  • Author biographies. These author bios should either be specific to the individual or to the brand.
  • References. A section, preferably at the bottom of the content that shows your references and sources you have cited throughout the page.
  • Backlinks. Backlinks to your pages to show third party websites agree and are sharing your content with their readers.

These signals demonstrate to Google that you’re abiding to their quality rater guidelines and will help you to be visible and climb up the search results.

Noticed a change in your keyword rankings?

If you think your charity has been impacted by this E-E-A-T update, feel free to get in touch and speak to our team of SEO specialists who can guide you through updating your content. We would love to hear from you and are eager to help!

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