In our last post, we showed you how to transform your Google Business Profile into a powerful, AI-ready digital storefront.
Now, it’s time to tackle the other half of the puzzle:
E-E-A-T
(Expertise, Experience, Authority, and Trust).
E-E-A-T
is Google’s core principle for ranking content.
E-E-A-T
has been around forever and in the past, it was a general guideline all marketers followed.
In the age of AI search, E-E-A-T has become a direct signal. AI is programmed to find and reward content that is not just well-written, but genuinely helpful, reliable, and written by an expert.
So, how does a busy local business like a Medical Spa prove its expertise?
The answer IS NOT a new blog post every week. It’s a strategic, two-part content plan.
Part 1: High-Efficiency Content for Conversions
This is your fast-track to capturing leads. The goal here is to answer specific, transactional questions that a client might ask right before they book a service.
The Strategy: FAQ Sections on Service Pages
AI runs on providing answers to questions, therefore instead of creating a single “FAQ” page (which worked find in the past), small, local businesses must now embed a dedicated FAQ section on each of your main service pages.
Why this works: AI loves this format. It can easily scan your page, understand what the content is about, and use your answers to populate the popular “People Also Ask” section of a search result. This gives you extra visibility without requiring a single click.
The Content: These answers should be direct, concise, and focused on your client’s needs. Use your customers’ actual questions. Use real questions others in your area ask. Use real questions people ask on Facebook, Reddit, in Search.
The point is – YOU NEED TO USE REAL QUESTIONS.
For our clients, we have developed a trending questions tracker that scans social media, groups, reddit, and other sites based upon info we input to get real questions for content creation. These questions not only help with FAQs and Blog Posts, but also guide in special and event creation, advertising, social content, and more! If you would like more contact [email protected] for access to this program or to get more info on other medspa growth tools.
That Extra Step: You can use a free online generator to create FAQ Schema Markup for this content.
This is a simple piece of code that tells the AI, in its own language, exactly what your Q&A is, making your page much more likely to be featured. If you have a a website company or working knowledge of an open-sourced platform like WordPress there are plugins that can help with this.
Part 2: High-Value Content for Authority
This is your long-term strategy for building trust and proving you are the definitive expert in your community. The goal here is to answer broad, educational questions that show your deep knowledge.
The Strategy: Strategic Blog Articles
Forget writing generic blog posts.
Instead, commit to writing one comprehensive, long-form article a month.
The Goal: Write an article that shows your deep knowledge and directly references your in-house expertise. For example, a post titled “What to Expect in the First 48 Hours After Lip Filler” can be authored by your lead injector.
Why this works: The AI rewards this type of content heavily. It sees that you have real expertise behind the writing, and it builds “Topical Authority” for your entire website. The search engines will start to trust your whole site more.
The Secret Weapon: Make sure each article includes a byline at the top or an author’s box at the bottom (e.g., “By John Smith, Lead Technician”) that links to a detailed “About Us” or “Meet the Team” page on your site. This is a crucial signal that ties the content’s expertise to a real, verifiable person.
Putting It All Together
Your content plan is now a two-pronged strategy:
High-efficiency FAQs for fast conversions, and High-value blog articles for long-term authority. You are proving your expertise to the AI with every piece of content you create.
In our final post, we will tie everything together, giving you a simple, repeatable blueprint for implementing these new rules into your weekly and monthly workflow.
