Engineering Trust for the YMYL Web.
Each week, we publish a new chapter in the story of structured trust publishing. This isn’t theory — it’s what we’re running live on MedicareWire.com and proving out in real time.
TL;DR: If your site isn’t structured, sourced, and repeatable, Google — and every other AI system — will ignore you, paraphrase you, or worse: absorb you without attribution. 🚪 The Door Is Closed to Most Publishers For years, publishers believed they were building trust by creating “great content.” They hired credentialed authors. Bought stock photos. […]
Most publishers wait for Google to figure them out. I trained it. Not with a sitemap. Not with a feed. But with structure, trust, and clarity — at scale. 📊 What Happened I published about 1,500 Medicare Special Needs Plan pages. Each one followed the same strict layout: Consistent plan identifiers (e.g., H5859-001-0) Tabular or […]
Most sites just list Medicare plans. No context. No structure. No trust. I went the other way. ⭐ The Only Site with Real, Structured Ratings I built a system to publish structured AggregateRating data for thousands of Medicare Advantage and SNP plans across all counties. Ratings sourced directly from CMS star data. Structured using Schema.org […]
What happens when you structure your content for trust, without tagging it? Google finds it. Google understands it. And in my case — Google used it. Earlier this week, I added FAQ content to a new batch of Medicare plan pages on Medicare.org. These FAQs were clean, consistent, and fact-rich — but I intentionally left […]
You don’t build trust with a paragraph that says, “In my experience…” You build it with content that proves itself — clearly, repeatedly, and at scale. Lessons Learned After Google’s March 2024 Helpful Content update, I felt the sting of defeat. My site — compliant, accurate, and deeply built — took a hit while competitors […]
Most Schema case studies show off what worked. This one shows what didn’t — and why that matters more than people think. Here’s what happened when I deployed Dataset Schema to MedicareWire.com — without fully aligning it with visible citations and structured content blocks: What you’re seeing here is a correction. An early spike in […]
This isn’t a theory post. It’s not about what Schema might do. It’s about what Google just did. As of June 2025, Google has indexed 828 valid Dataset Schema items across Medicare.org — with zero errors and in the past 30 days. Every one of those datasets points directly to a structured content block built […]
In June 2025, I opened up Search Console and saw something rare — especially for a regulated healthcare domain. 1,160+ valid Review Snippets. 0 errors. Climbing impressions — in a YMYL category. This isn’t a fluke. It’s a signal: Google trusts this structure enough to feature it in live search results. Why Review Schema Is […]
Ever since I started down this EEAT discovery path I’ve had a morning ritual. With my coffee I look to see how my content and structure experiments influence search results. In Medicare, a massively difficult Your Money or Your Life (YMYL) topic, people frequently search using the government’s plan identifier. So I do the same. […]
March 2024 hit me like a freight train. One morning I woke up and found that MedicareWire.com — my decade-old, compliance-first, medically reviewed publishing machine — had been gutted by Google’s “Helpful Content” update. No warnings. No penalties. Just gone. Traffic collapsed. Rankings disappeared. And not because the content was wrong. It was accurate. It […]