The Medic Update

Launched in August 2018, the Medic Update was a broad core algorithm update that significantly impacted health and medical websites, although its effects were felt across various industries. This update, unofficially named by the SEO community, was particularly focused on Your Money or Your Life (YMYL) pages.

 

Fallouts and Highlights from the Update

The Medic Update caused substantial ranking fluctuations, with many health and wellness websites experiencing dramatic changes in their search visibility.

One of the most notable cases was DrAxe.com, a popular natural health website, which reportedly lost nearly 70% of its organic traffic following the update. Conversely, some well-established medical websites, like WebMD and Healthline, saw significant gains in visibility.

The update sparked intense discussion in the SEO community about Google’s interpretation of expertise, authoritativeness, and trustworthiness (E-A-T), particularly for YMYL topics. Many speculated that Google was placing increased importance on the credentials of content authors and the overall reputation of websites in sensitive niches.

Google’s Danny Sullivan responded to the community’s concerns, reiterating that there was no “fix” for pages that may have been negatively impacted, and that the focus should be on creating great content. This led to debates about what constitutes “great content” in Google’s eyes, especially for health-related topics.

The SEO community’s reaction was mixed, with many struggling to provide clear guidance to affected clients. This uncertainty highlighted the growing complexity of SEO and the limitations of tactical approaches to optimisation.

 

Strategy Evolution

The Medic Update necessitated several shifts in SEO strategy, particularly for YMYL websites:

1. Increased focus on demonstrating expertise and credentials of content authors
2. Greater emphasis on citing authoritative sources and providing evidence-based information
3. More attention to building overall site authority and trust signals
4. Development of strategies to improve E-A-T signals, such as enhancing “About Us” pages and author bios
5. Renewed importance of aligning content with accepted scientific or expert consensus, especially for medical topics

 

This update marked a significant shift in how websites, particularly those in YMYL niches, approached content creation and SEO. It encouraged a more rigorous, almost academic approach to content development, where expertise and accuracy were paramount.

For many health and wellness websites, this meant reassessing their content strategies. Some began to collaborate more closely with medical professionals or hired credentialed experts to author or review their content. Others focused on improving their citations and references, ensuring that all claims were backed by reputable sources.

The update also led to an increased emphasis on transparency and trust-building. Many websites began to provide more detailed information about their authors, editorial processes, and company backgrounds. Some even implemented formal fact-checking procedures or sought third-party certifications to demonstrate their commitment to accuracy.

Overall, the Medic Update pushed the SEO industry, especially in YMYL sectors, towards more responsible, expertise-driven practices. It underscored Google’s commitment to surfacing high-quality, trustworthy information for queries that could impact users’ health, financial stability, or safety.