AI Search Ready: How to make your video campaigns E-E-A-T compliant

Dan Wills Our next presentation is from OVH. So over to Sam and Puja. Samuel Beavan Thanks, Dan. I'm just going to be sharing the presentation. Dr Puja Mehta Thank you very much. I'm just going to introduce my colleague Puja, who will be doing the first few slides. Samuel Beavan I'm Sam, a founder at One Vision Health. Our mission as a business is to bring clarity to health care information and health care decisions. And we do this through personalized education and video. So over to you, Puja. Dr Puja Mehta Thanks, Sam. Thanks, everyone, for joining. As a brief introduction, my name is Puja. I'm a doctor by background and medical advisor at One Vision Health. And during the session with Sam, we will be exploring how search is changing and what this actually means for creating health information videos that are not only engaging, but also discoverable and trusted in an increasingly AI-driven world. So how people are searching for information is actually rapidly changing. We are now seeing video appear directly in search results and AI summaries. And patients are looking for direct and clear answers. With health content being high risk, credibility signals matter now more than ever. And for health care organizations, this challenge is often meeting these needs. At One Vision Health, we have 17 years of experience in health care communications with a focus on video production, digital marketing and search marketing for health care. Everything we build includes clinical oversight, structured review processes, and evidence-based health information. We work with patient organizations, medtech, and life science companies, and have a publishing tool that actually helps us track the insights on patient needs across 12,000 videos. We strongly believe in understanding the questions that shape behavior. So I know this was being touched on already, but there is so much health information online and on social media. And visible trust and clarity are actually declining. So patients are expected to navigate through all this information with short windows of attention. And the challenge can be seen through these statistics as people are still struggling to access the credible, engaging, trusted health information that they're searching for. And the truth behind this is that people often don't know what to trust. They struggle to judge the accuracy of AI answers. They often feel overwhelmed by the amount of information out there, especially when AI tools generate long-form content instantly. They are not sure how to use AI safely when it comes to health information. And this uncertainty can affect real outcomes, delaying decisions, increasing confusion, and reducing confidence in seeking care. People now prefer short, digestible formats, but they still need to be credible and trusted, which is something search engines are now prioritizing. And that brings us to EEAT. So what is EEAT? EEAT is a search engine's way of assessing the quality of information. But what does this mean for health information specifically? Well, it looks at four main criteria. Experience. So is the information grounded in real patient or clinical experience? Expertise. Is the information created or reviewed by qualified and appropriate experts? Authoritativeness. Is the organization recognized and trusted? And trustworthiness. Is the content accurate, transparent, and up-to-date? So PIF's principles do align with these EEAT guidelines. But the challenge with EEAT is making these signals visible to search engines, particularly when it comes to video in AI-driven search. I will now hand over to Sam who will tell us a little bit more about how to approach EEAT for video content. Thanks very much, Puja. Thank you, Puja. So the world has changed massively within the last 12 months in particular. The goal of this particular presentation is to talk about how to bring more visibility to trusted health information and video being a great medium for doing that. Search is now conversational. People expect to have instant answers to their questions and to get into a conversation with an AI. Overviews mean that people have their answers given to them. Even within Google organic, they'll get an overview. And that means these answers are being surfaced within the search results themselves. And also we can see there's been a huge rise in the use of these independent AI engines as well. So the chat GPTs, the perplexities, Gemini's, et cetera. And these are changing the entire game around search behaviors. And we've seen an increase of 357% of traffic increase from these tools. So, yeah, I mean, one thing that's quite interesting is that people think AI is taking over the world. It kind of is slowly. But if you look at Google organic, it's still a very important player in the field. There are currently 14 billion searches done on Google organic daily, and that compares to 16 million on these AI engines. So, you know, organic is still a really, really important tool to be looking at when it comes to EEAT. So health shelves. So I think, you know, you've probably been aware of some of the things that are happening with Google and health shelves through PIFS initiatives. But the health shelves allow individual contributors to be approved. And this is obviously helping improve the information, trustworthiness of the content on YouTube. But the actual individual pieces of content are not clinically approved. So there's still potential for issues there. But it's still a really important thing to be doing. And we really recommend that people get health shelf approved if they can. So if you're a health care provider, then that's something we would recommend. And some of the criteria listed here. So, you know, you have to meet Academy of Medical College's content standards. You have to be a licensed health care professional and 2000 watch hours. So that's that's quite significant. So, you know, these things do need to be in place. But, you know, it's very, very achievable. And yeah, very happy to help support anyone with this. So should you just use YouTube? And, you know, we need to think about that. So, you know, YouTube is a really important tool. It's the second largest search engine. It surfaces information from AI overviews regularly. A lot of answers are given and reference to videos on YouTube. But some of the issues around YouTube include the fact there's competitive content on there. The information isn't all health shelves and even health shelves has misinformation on there. And there's a lot of content that's either relevant or not engaging. So the actual UX or the experience of YouTube isn't always going to be optimal for providing the best possible information. And so, you know, that's that's a consideration. So the other thing that is worth mentioning as well, you've got adverts that appear on YouTube. And if you're putting all your eggs in one basket, YouTube basket, then actually you're not driving necessarily traffic to your website. So videos on YouTube will typically drive traffic to YouTube, not your website. So there's an opportunity to use EEAT best practice, not just on YouTube for health shelves, but also on your website. And that's that's a key opportunity that I wanted to talk to you today about. So what are the things you can be doing? So one of the things that we've known from our 16, 17 years in this space and producing content and publishing it is that, you know, these are the types of things that Google loves. When it comes to website hosted video. So matching your questions to specific needs, including markup information around the clinical review. So who's reviewed this? A lot of people don't have this on their website. It's very recommended. Medical experts name helpfulness rating. Google have a helpfulness update. You know, that shows how important the helpfulness is for them and how much they use that to track and rank the authority of a website. Links to the full author bio page. Data review. Transcripts. So obviously that's helpful for accessibility as well. Summaries and then providing all of this information in a way that Google can readily digest that. This isn't possible. A lot of this surprisingly, even though Google owns YouTube, this isn't possible for YouTube embed. So this is kind of like a layer that we would recommend that you consider to provide the most authority to your website video content. And this is these are essentially all trust signals to help Google sort of see this is the content that you should be going to. And the advantage of this being on your website is that you can then have some kind of ownership of that experience and guidance around the entire experience. So how do we consider at One Vision the sort of video engagement funnel? So the way we look at this is YouTube very, very important. By all means, have your content on there and we recommend that content is on there. However, we would suggest that more general information is used on YouTube and social media such as Instagram. So, you know, your what is videos, your how to videos. But actually, when it comes to more specific questions, short form questions and answers, helpful advice and support treatment options, more niche areas. This information is probably much better surfaced on your website in your newsletters, your emails that can link to your website where you can control that experience. And you can provide a really trusted information ecosystem to help really guide that clarity of decision making. And that's that's something that we really strongly advocate for. And then this also could be used for your loyalty and advocacy. And yeah, this is this is basically an approach we're very happy to sort of talk through in more detail. So the opportunity is to build EAT into your into your full video strategy that includes health shelves, includes adding citations and all the things we talked about. But actually looking at your website video publishing is a key opportunity that's being missed. And this is not, you know, what I've been talking about isn't widely used. We've got about 30 or 40 clients that currently use sort of our approach, but this helps build brand trust. It helps align with patient need and it aligns with how Google surfaces content. So, you know, search searches around how to and what is questions Google will readily surface that, you know, so building FAQs text and video is a really good thing to be doing in a world of chat based search. So hopefully that's been helpful. And yeah, this is probably also helpful. Some actual evidence of what we've been doing. So we basically take an existing cardiac information hub. We track before and after clinical review of the content. We follow the best practice around EAT on website hosted video. As this is off of YouTube, this is on our on our platform. We built in all the best practice metadata and schema around video SEO, and we can see significant increase in terms of visibility and impressions for that video content over a period of a few months. And you can sort of see the difference that that made. Some of the clients that we love working with listed here. And this one of the interesting things we've done with Royal Marsden is we built this EAT around their medical education as well as their patient education. And so that's also important to point out this can work across any kind of content type. So recommendations is to audit your current video content for AI search readiness. So that basically means looking at a multi channel approach. You know, you want to be using your videos in as many places as possible, but do not forget your website as being the central hub where you want to bring people to and where you want to sort of help guide that experience for them. So that's a great way to implement clinical review and help your processes around the video approval. I think a few people will be taking that away again. Oh, probably want to do that and not just leave it on YouTube. So that's great. And your mention of the YouTube Health Chef, we worked a lot with them in the creation of that. So anybody that's got the PIF Tickle ready, you just need to get your viewing hours and stuff up and be a healthcare professional in the view of YouTube. And you should be able to get on that. So talk to Sam and the team there or talk to us here. And I'm sure either of us will be able to help you move more in that direction if you want to. So thank you very much. Thank you.