Guide for doctors
Medical Content That Ranks (Without Losing Your Clinical Voice)
The difference between pharma-farm content and real clinician-written pages, why Google now favors the latter, and a template for writing patient-explainers that rank.
Why pharma-farm content is losing
Google's December 2022 'Helpful Content' update specifically targets medical articles that read like they were written for search engines, not patients. Real clinicians who explain 'what to expect before your root canal' outrank 50-article pharma affiliate farms — because the Experience signal is impossible to fake.
The clinician-voice template
Opening hook (a real patient question you've answered 100 times). Your step-by-step explanation in plain language. What patients commonly ask next (the FAQ). What you want patients to know before their visit. Signed with your name and NMC number — Google's E-E-A-T signal.
AI as a collaborator, not author
DocSite's article engine drafts articles from your specialty and city, then you edit. Every edit is audit-logged (immutable) so the final piece is demonstrably yours. This is exactly the workflow Google's guidelines endorse: AI-assisted, human-approved.
How often to publish
One case study per month (DocSite enforces this cap). One AI-drafted article per month. That's 12+12 = 24 new indexable pages per year per doctor. Compare this to zero for aggregator listings.