Google and Coronavirus, here come the best practices for health sites

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A full page of suggestions and best practices dedicated to health sites, a markup of specific structured data (still in beta) and other small interventions to try to improve and make more and more reliable the news and information that users find on the search engine. Google continues its work to make the service more efficient and ensure the seriousness of the news shown in SERP in this delicate phase of Coronavirus emergency worldwide.

Google’s interventions

The intervention that most closely affects the SEO work is the creation of a page of important best practices in the Google Help Center, expressly dedicated to “better guide health-related organizations in the search engine optimization process”, but also very useful and valid for all sites operating in this field.

“By default, Google tries to show the most relevant and authoritative information in response to any search, and this process is most effective when content owners help Google understand it appropriately”, write Daniel Waisberg and Ofir Roval in the Google blog post.

Best practices for the search visibility of health sites

Basically, the optimization path of health sites follows five key points:

  • How to help users access your content on the go.
  • The importance of good page content and titles.
  • Ways to check how your site appears for coronavirus-related queries.
  • How to analyze the top coronavirus related user queries.
  • How to add structured data for FAQ content.

The optimization work for the info about Coronavirus

These guidelines are mainly addressed to “the websites of health authorities that have information on coronavirus crucial for the general public”, it reads on the newly created page.

The first advice is to check the current ranking of the site for “common queries about coronavirus”, keeping in mind however that “Google is working hard to bring out authoritative information and cannot guarantee the ranking of the site in our normal search results”.

More direct is the second step, that is the analysis of the main queries related to the emergency: Google recommends to focus on “relevant queries with high impression but low CTR” and on “queries with high CTR but low rank“, because there are elements to correct. In particular, it is necessary to improve the title in order to make them more corresponding to the content, or – in the second case – to also work on the content. In cas