Google's November Core Algorithm Update: what health- and biotech marketers need to know (plus actionable examples)

By Beth Cooper, JD / MBA

Google’s November 2024 Core Algorithm Update is here, and if you’re a healthcare or biotech marketer, it’s time (yet again) to reassess your content strategy. This update, like its predecessors, aims to refine the way Google evaluates and ranks content. The focus? High-quality, user-centered information that meets the needs of searchers without appearing overly optimized. Let’s dive into what this means for your digital marketing efforts and how you can adapt to ensure your content thrives.

Key takeaways from the November 2024 Update

1. Broad scope and global impact  

 This update affects all industries and regions, meaning healthcare and biotech websites are just as likely to feel its effects as any other niche. It’s a call to action for us marketers to prioritize content that genuinely helps users over content designed solely to rank well on search engines.

2. Quality over quantity  

Don’t get me wrong, frequency of content is still important, but Google continues to prioritize content that answers user queries effectively. Thin, repetitive, or overly keyword-stuffed content is being downgraded in favor of well-researched, authoritative pieces. So don’t publish just to publish.

3. Focus on expertise, authority + trustworthiness (E-A-T)  

Healthcare tech and biotech are among the industries where E-A-T matters most. Users (and Google) expect information to come from credible, experienced professionals, and any signs of inauthenticity can lead to penalties.

How to make your health + biotech content SEO-optimized without looking like you tried to SEO-optimize it

SEO has evolved from doorway pages and spamdexing to a more nuanced approach that prioritizes user experience. Here's how we healthcare and biotech marketers can strike the right balance:

 1. Answer user questions like a human

• What to do: Focus on addressing specific, high-intent queries. For instance, instead of writing a generic blog titled “What is Immunotherapy?”, try something like “How Immunotherapy Works to Treat Advanced Lung Cancer: Expert Insights”.  
• Why it works: This provides detailed answers and naturally includes relevant keywords without forcing them.  
• Pro tip: Use tools like Google’s "People Also Ask" or AnswerThePublic to identify related questions and answer them succinctly in your content.

 2. Structure your content for readability

What to do: Break content into smaller sections with descriptive subheadings. Use bullet points, numbered lists, and tables where appropriate.  

• Example: A blog post titled “How to choose the right clinical trial” could include sections like:
  •   “Key factors to consider”  
  •   “Questions to ask your healthcare provider”  
  •   “Top resources for finding Trials near you”
• Why it works: Clear structure helps users quickly find the information they need, which keeps them engaged longer—a positive signal to Google.  
• Pro tip: Use schema markup to add FAQ sections directly to your search results.

 3. Prioritize content written by experts

• What to do: Partner with healthcare professionals, researchers, or other industry experts to create content. Include their credentials prominently.  
• Example: Have a blog about “The Latest Advances in Gene Therapy” written or reviewed by a Ph.D. in genetic research. Add a byline like, “Dr. Jane Doe, Ph.D., Senior Geneticist.”  
• Why it works: Google and users both trust content with clear author attribution from qualified sources.  
• Pro tip: For extra credit, add author bios and link to their professional profiles (e.g., LinkedIn, research publications).

4. Avoid over-optimization while still targeting medically minded keywords

• What to do: Use keywords strategically. Instead of repeating the phrase “best healthcare CRM software” 10 times, focus on synonyms or related terms.  
• Example: Write naturally: “A healthcare CRM can streamline patient interactions, improve scheduling, and enhance overall care delivery.”  
• Why it works: Keyword stuffing not only risks penalties but also alienates readers.  
• Pro tip: Write for humans first, then review your content for SEO opportunities like title tags, meta descriptions, and image alt text.

5. Create interactive, engaging content

• What to do: Add elements like videos, infographics, or interactive tools to your website.  
• Example: A biotech company could include a visual timeline showing the phases of FDA drug approval, paired with a video of a researcher explaining the process.  
• Why it works: Multimedia keeps users on your site longer and makes complex topics easier to understand.  
• Pro tip: Optimize videos by including captions, transcripts, and proper file names with keywords.

6. Ensure a fast, user-friendly website

• What to do: Optimize your site for speed and mobile usability.  
• Example: If your target audience includes medical professionals, ensure your site loads quickly and is easy to navigate on mobile devices, as doctors often access information on the go.  
• Why it works: Google considers page speed and mobile-friendliness in its rankings.  
• Pro tip: Have your web team use tools like Google PageSpeed Insights to identify areas for improvement.

7. Leverage local SEO for healthcare providers

• What to do: Optimize for local searches by claiming your Google My Business profile and including location-specific keywords in your content.  
• Example: A hospital in Boston could write a blog titled “Top cancer treatment options available in Boston”.  
• Why it works: Many healthcare searches are location-specific.  
• Pro tip: Add patient reviews and location schema to further enhance local rankings.

Examples of what to avoid like the plague

1. Thin content: Blogs or pages that provide no real value or rehash basic information.  
2. Clickbait titles: Avoid sensationalist headlines that don’t deliver on their promises.  
3. Overuse of AI-generated content: If you use AI tools, ensure the content is reviewed and enriched with unique insights.

Why this matters for healthcare and biotech marketers

The stakes are higher in healthcare and biotech than in many other industries. Patients and professionals rely on your content for accurate, life-impacting information. Google’s algorithm updates are increasingly designed to prioritize trustworthy, helpful content. Marketers who focus on E-A-T, user engagement, and authentic experiences will not only weather these updates but thrive.

By adapting your content strategy to align with Google’s evolving priorities, you’ll not only improve your search rankings but also build lasting trust with your audience. In the ever-changing world of SEO, the November 2024 update is a reminder to keep your focus where it belongs: on delivering value.

AI disclosure statement: This blog was initially generated with the assistance of AI to streamline content creation. However, every detail was painstakingly reviewed, refined, and edited by a skilled digital marketing professional to ensure accuracy, quality, and alignment with best practices. The result is a blend of AI efficiency and human expertise.