A med spa asked us why their treatment pages weren't ranking despite genuinely qualified staff and good before-and-after results. The content itself read fine to a human visitor. To Google, it was missing almost every trust signal that matters for this kind of topic.
The Situation
Treatment pages covering injectables and skin procedures had no visible author information, no mention of the practitioners' credentials, and no citations to any medical sources. For health-adjacent content, often called YMYL, or Your Money or Your Life, that's a significant gap, one we cover in detail in our piece on medical and healthcare SEO trust signals.
What We Found
None of the practitioners were named anywhere on the site, despite being licensed and genuinely qualified. Content had clearly been written by a marketing agency without any medical review process, and there was no indication anywhere that a licensed provider had verified the claims being made.
What We Did
We added visible author bylines and credential summaries to every treatment page, built out individual practitioner bio pages linking back to the services each person actually performed, added a clear "medically reviewed by" note where appropriate, and cited reputable external sources for claims about procedures and recovery times, all standard elements in our on-page SEO checklist.
The Result
Over the following two months, several treatment pages moved from page two into the top five results for their core terms, and time-on-page increased noticeably, suggesting visitors were reading further once they could see who was actually behind the content.
The Takeaway
For any site touching health, finance, or safety topics, visible expertise isn't optional polish, it's a core ranking input. Pair it with the fundamentals in our SEO 101 guide and a proper SEO audit to see where your own trust signals might be thin.
Running a health, wellness, or medical practice site? Talk to Rafenthic's team about an E-E-A-T review.