Bryan Cush On Health website positioning with schema, structured knowledge and Google EAT

In the first part, Bryan Cush, the co-founder of the Tidal Health Group, and I talked about how to use health data for content and search marketing and in part two we dug ourselves in with medical databases, local search and EAT & YMYL. In the third part (note, there is a fourth part) we talk about schema and structured data for health content.

Google: schema, trust, authority, and unsupported structured data

Bryan puts everything in the schema and uses schemas, even the unsupported one, for client content. It’s a win – a win – even if Google doesn’t take advantage of having it there when they support it in the future – great. Creating the content, adding structure, is useful for other reasons outside of search.

Google’s change with health content and more EAT

Bryan said he first saw this big shift to Google that required more healthcare EAT in local search. He said customers were doing fine nationally, but then saw that that went away and it was only seen locally. He then said that authorship is key here and any doctor or brand they treated like a media brand to show who they are with the content and structured data. That shift came around 2013 and 2014, Bryan said. They keep doubling down on treating everyone like a media brand. It seems big in health, but they’re expanding it beyond health.

Structured data when presenting EAT

I told him that I disagree with the theory that structured data will help you present the EAT in your content. I explained why and then he explained why he thinks it is and why it doesn’t matter in the end. Bryan said, however, it’s a tool his company uses to build the relationship database for creating the content. Because of that, it’s great and they use it for annotating and finally, if google is using the structured data, if they are not already using it, it is already there and it’s a big win.

This includes schemes that are not officially supported. One example is that they are using the case study schema, and they use that a lot now. I argued that for the case study, the content itself is the content game, not the schema aspect of it. I wonder if this can be tested, but it seems like more work adding the content without testing the schema, at least in its case. Another example is the scheme, also known as a scheme, which they often use for their purposes.

More on that in part four next week.

You can find out more about Bryan Cush at Tidal health group.

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Forum discussion at Youtube.