YMYL (Your Money or Your Life) & E-E-A-T
Google applies strict scrutiny to medical websites because inaccurate information can cause real harm. Your domain is evaluated against E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness):
- Expertise & Author Bios: Every article must have a named clinician author, detailing their qualifications (e.g., MBBS, FRACGP), AHPRA registration, and experience. "Written by Clinic Team" fails E-E-A-T.
- Accuracy & Freshness: Content must cite credible sources (government health sites, medical journals) and feature a "last medically reviewed" date.
- Site-Level Trust: Detailed "About Us" pages, clear contact details, HTTPS, and comprehensive practitioner profiles are mandatory.
TGA & AHPRA Compliance
Australian regulations legally restrict medical marketing. Misstepping here carries major regulatory risk:
- No Outcome-Based Testimonials: Testimonials cannot claim clinical outcomes (e.g., "They cured my back pain"). They can only describe the experience (e.g., "Professional and punctual team").
- No Comparative Claims: "Best physio in Sydney" is a prohibited superlative.
- Therapeutic Claims: You cannot promise to "cure" or "diagnose" unless TGA-approved. Stick to "treats" or "manages."
- Prescription Medicines: Cannot be advertised or promoted to the public.
Medical Website Content Architecture
Don't use a single "Our Services" page with bullet points. Google needs dedicated URLs to rank effectively. Build in this sequence:
Tier 1: Core Service Pages (Drive Bookings)
Dedicated pages for every service (e.g., "Bulk Billing GP Chatswood"). Include: Target keyword in H1, practitioner bios, clear booking CTA, schema markup, and 500-800 words of substantive content.
Tier 2: Location Pages
Capture local intent. Combine service + specific suburb. Must feature unique content for that specific clinic (parking, local staff, custom copy).
Tier 3: Condition & Treatment Pages (Long-Term Authority)
Informational blogs (e.g., "Managing Knee Pain after Running"). High E-E-A-T signals. These capture patients early in their journey and build massive topical authority.
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