As the primary touchpoint for potential patients, your website remains one of your most valuable marketing assets. But with recent changes to Google’s search algorithm, is your website strategy continuing to deliver?
Website owners have almost universally reported a change to where their pages appear in search results in the last year – and not always worse – as search engines are in the process of continually updating the algorithms that deliver these results. With over 91% of searches occurring on Google, we’ve looked at these changes and what you can do to ensure that your page ranking remains high.
What is the Google search algorithm?
In a nutshell, the Google search algorithm determines the order in which web pages appear in search results. It evaluates hundreds of factors, including content relevance, keywords, backlinks within pages and the user experience (how quickly the page loads, site safety, etc), to deliver the most useful results to users.
In the distant past, search engine optimisation was relatively easy; determine what search phrases you thought potential patients may use to find your website, write a post or a page that included these keywords/keyphrases multiple times, and there you were in the results when that search was made.
Over time, Google has become increasingly sophisticated in its ability to identify high-quality content that demonstrates experience, expertise, authoritativeness and trustworthiness (E-E-A-T), while penalising low-quality or AI-generated content, as well as assessing how quickly your site loads and how it looks on a mobile device. It then uses all of these, amongst other criteria, to ensure that search results give the user exactly what they want.
For your website, this means that maintaining high standards of content quality, optimising technical SEO and providing a positive visitor experience are crucial for ranking higher in search results.
Key changes in Google’s 2024 algorithm updates
Google’s 2024 algorithm updates have introduced several significant changes designed to refine search results and enhance user experience by focusing on content quality and relevance. These updates include:
March 2024 Core & Spam Update: The March 2024 update was a comprehensive change targeting both spammy practices and low-quality content. Google implemented its SpamBrain AI-powered system to identify and filter out spammy and AI-generated content. Yes, you read that correctly, – Google is using AI to filter AI content.
The goal is to remove content created solely to manipulate rankings, and it has succeeded by reducing this type of content in search results by approximately 45%. This shift places a strong emphasis on ensuring that content is not only original but also helpful and relevant to users.
May 2024 Site Reputation Abuse Update: In May 2024, Google focused on penalising websites that employ manipulative tactics such as producing large volumes of low-quality content or engaging in unethical link-building practices. Websites found violating these standards faced manual reviews and potential penalties, requiring them to overhaul their content to meet Google’s quality guidelines before regaining their rankings.
June and August 2024 Updates: The mid-year updates further reinforced Google’s commitment to promoting authentic, valuable content over that generated by artificial intelligence without a human touch. These updates targeted AI-generated and low-quality content that fails to meet the search intent of users. Google aims to create a search environment that favours content offering genuine expertise, especially on topics that demand authoritative knowledge, like medical or aesthetic information.
‘THE KEY TAKEAWAY FOR PRACTITIONERS IS CLEAR: INVEST IN AUTHENTIC, HIGH-QUALITY CONTENT THAT HIGHLIGHTS YOUR EXPERTISE AND PROVIDES GENUINE VALUE TO POTENTIAL CLIENTS, SETTING YOURSELF APART IN THE DIGITAL LANDSCAPE.’
Impact on Aesthetic Medicine marketing
For aesthetic medicine, these changes mean a shift towards more refined content strategies that highlight expertise, authoritativeness and trustworthiness. As aesthetic procedures often involve health- related decisions, Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becomes particularly crucial.
Emphasis on high-quality content: Aesthetic practitioners must prioritise content that provides valuable, in-depth information about procedures, treatments and patient care. Educational blog posts and detailed guides on different aesthetic treatments can help establish you as an authority in the field. This content should be tailored to answer specific questions your potential patients may have, reflecting a deep understanding of their needs and concerns and reflecting your skills and approach to treatment as a practitioner.
Avoiding AI-generated content: While AI can be a useful tool for supporting content creation, relying on AI-generated text for main website content is now a very risky strategy. Google’s algorithm updates are actively filtering out content that appears to be automatically generated and lacks the nuance of human input. Aesthetic practitioners should focus on producing content that feels genuine and demonstrates real expertise.
Authoritative backlinks: High-quality backlinks remain a powerful signal to Google’s algorithm that your site is a credible source of information. For aesthetic practitioners, earning backlinks from reputable health or beauty industry websites, academic publications or medical journals can significantly enhance search rankings.
Focus on technical SEO: Technical SEO aspects such as site speed, mobile-friendliness, and secure connections (HTTPS) play a critical role in overall search performance. Given Google’s ongoing enhancements to its search experience, ensuring that your website adheres to these technical standards is vital. Regular SEO audits can identify issues that might hinder your site’s performance, allowing you to implement fixes that align with Google’s best practices.
Strategies for website success in 2025
To thrive in this new SEO landscape, aesthetic practitioners should focus on the following strategies:
Create unique, patient-centric content: Content that speaks directly to your audience’s needs and concerns will help you stand out in search results. Use case studies and informative articles that explain the benefits and risks of various aesthetic treatments. This approach not only boosts your credibility but also builds trust with potential patients.
Adopt a local SEO strategy: Most aesthetic practitioners serve patients within a specific geographic area. Optimising for local search involves using location-specific keywords, and claiming your Google Business Profile. Local SEO is essential for ensuring you appear in local search queries and on Google Maps, making it easier for potential patients to find and contact you.
Maintain compliance with Google’s E-E-A-T guidelines: Following Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles is crucial, particularly in the healthcare and aesthetic fields. Ensure that your content is authored by or reviewed by qualified professionals, with clear credentials listed. This transparency not only boosts credibility but also aligns with Google’s focus on reliable and accurate information.
Adapting to the evolving SEO landscape
Staying informed about Google’s frequent algorithm changes is critical for aesthetic practitioners and clinics aiming to maintain or improve their search rankings. Aesthetic practitioners should monitor their performance metrics regularly and be prepared to make adjustments to their content and SEO strategies in response to any algorithm shifts.
Partnering with SEO professionals or digital marketing agencies that specialise in healthcare and aesthetic services can be a wise investment. These experts can help navigate the complexities of the TGA Advertising Guidelines and SEO to ensure your strategies remain compliant with the latest search engine guidelines.
The 2024 updates to Google’s search algorithm underscore the need for aesthetic practitioners to prioritise quality over quantity in their digital marketing efforts. By focusing on producing authoritative, patient-centric content, avoiding spammy SEO tactics and optimising technical aspects of their websites, practitioners can not only protect their rankings but also enhance their visibility in a highly competitive field.
The key takeaway for practitioners is clear: invest in authentic, high-quality content that highlights your expertise and provides genuine value to potential clients, setting yourself apart in the digital landscape.
By aligning with these best practices, you can ensure you stay ahead of algorithm changes, maintain your online presence and continue to attract new patients effectively in a dynamic digital environment. AMP
