Has your site been hit by the recent Google Medic update?

Google Medic algorithm update

As anyone vaguely familiar with the world of online search knows, Google periodically releases updates to its algorithm that make a big difference to how well different sites rank in its search results. The chief aim for the search giant, of course, is to ensure the best quality content always ranks top; however, such updates can have a tumultuous effect on individual sites.

What, then, would PENNInk Productions’ SEO marketing experts advise you to do if you suspect your own site is among those to have been adversely impacted by Google’s recent ‘Medic’ update?

What’s ‘Medic’?

This is the term widely given to an update to the Google search algorithm that was released last year, and which largely affected ‘Your Money Your Life’ (YMYL) sites.

YMYL sites are sites that can greatly influence a visitor’s health and wellbeing, whether in relation to physical, emotional, mental or financial matters. As you can probably imagine, then, it’s especially important that these sites are sharing true and trustworthy information that doesn’t run the risk of damaging a user’s health or wellbeing.

That’s why Google has sought to separate the good YMYL sites from the bad by scrutinising what is known as each site’s ‘E-A-T’: its Expertise, Authoritativeness and Trust.

Our SEO marketing experts therefore decided to focus on each of these ‘prongs’ of the E-A-T system in turn, to propose ways in which to make your own site solidly ‘Medic’-proof.


Google only wants to give high rankings to YMYL sites created by individuals or groups possessing a high level of expertise. Thankfully, this doesn’t mean you must have every medical degree on the planet under your belt, but there does need to be some other evidence that you know what you’re talking about.

Does the information you’re sharing on your site, for example, match well to long-established scientific or medical consensus? Is your site’s content backed by other scientists or medical professionals, and do you have plenty of positive online reviews for any products or services that you sell?


Your site’s authority is very much intertwined with its expertise – in short, Google needs to be convinced that your site’s creators and authors have genuine credibility in their field.

There are various ways of helping to bolster your site’s authority, including ensuring there is no shortage of reputable external sources linking to your site, providing bios for all of your site’s contributing authors, and getting your site’s authors published on other authoritative sites.


Alongside the above elements, Google’s crawlers will look for signs of your site’s all-round trustworthiness. For instance, is it immediately clear that your site’s main purpose is to make your visitors’ lives easier through the provision of the most relevant products, services and/or information?

What about your page titles – are they descriptive and helpful, or misleading compared to what you are actually offering the customer?

In summary, overcoming any ‘hit’ that your site may have experienced as a consequence of the ‘Medic’ update really comes down to boosting its E-A-T – and that means ensuring your site is genuinely helpful and relevant to the people it is meant to serve.

Remember that our SEO marketing experts here at PENNInk Productions are always available if you’re unsure of where to go next with your online optimisation efforts. With comprehensive Bronze, Silver and Gold search plans on offer, our team can go to great lengths to assist your company in accomplishing its goals in 2019.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.