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Google Medic Update

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It then uses those recommendations to help deliver quality content that’s best to the users. E-A-T is among those guidelines. By this update, Google wants to provide searchers with the best, most relevant results. It’s an opportunity for all the webmasters to further improve the rankings and making their website fit for future changes. E-A-T guidelines are all about evaluating whether users can trust you or not.

The impact this update had on our website

A month after the update, the results were disheartening. We lost on average 50 percent of our organic traffic:

Organic traffic

-72 percent drop on our blog (health articles and guest blogging)
-44 percent drop on our content pages (information about health and medical topics)
-47 percent drop on out listing pages (physicians and clinics)
-47 percent drop for our product pages (a physicians private page)

* percentages are counted in sessions; seasonality is included

On average our SERPs dropped by five positions.

How we encountered the drop on our blog and content pages

Our blog is on a subdomain and mostly consists of glossary medical terms and articles by physicians and guest blogs

We were aware of some SEO problems but we believed it would not affect our main domain.

The drop was so profound that we quickly assumed it was the root of all our problems. So we were forced to treat it as a spam website.

What we did

We used “nofollow”’ on every link pointing from our website to our blog and vice versa.
We used a different footer on our blog and completely separated it from our main domain until they became two different entities, with almost no interlinking.
We went aggressively through the old style boost, nuke or noindex process.

We also had to deal with the structure of our content, both on our blog and our main domain.

Falsely, we had combined the Do intent (to find a physician for a specific medical condition aka the “listing page”) with the Know intent (to learn about a medical condition aka the “knowledge” page) into the same page, sadly honoring the YMYL label that had fallen upon us.

So we completely separated them and kept each page focused on the user intent we wanted to appear for in the search results.

Know: Pure content with health information about a specific medical condition with as fewer promotional destruction as possible.
Do: Listing pages especially focused on the particular medical condition

Results and key takeaways

While many online SEO tools may have been triggered on the 26th, I am 100 percent sure the “Thanksgiving update” happened on the 22nd because we witnessed the recovery happening in real-time.

Not only did we get our traffic and SERPs back, but now the performance is even better, taking into consideration the seasonality.

We could only speculate, as a community, if this is a rollback update of some kind or a reward update for the hard workers.

But from our point of view and after a couple of weeks, our changes worked and we certainly got a boost we had never experienced before.

Blog and health content pages

We got our SERP back for our “knowledge” content pages and as a “reward,” we also rank for the same search term with the targeted listing pages for many search terms, even on the top three positions in some occasions.

Not only did we get our traffic and SERPs back, but now the performance is even better, taking into consideration the seasonality.

Organic traffic of listing pages (targeted to a specific medical treatment):

The surge happened earlier on Oct. 7.

Organic traffic of content pages (targeted to a specific medical condition):