Google is changing how it handles search engine optimization (SEO) in three main ways: (1) focusing on more types of search beyond traditional keyword searches, (2) increasing personalization through user search histories and context, and (3) making organic search results more "organic" rather than following strict rules. As a result, healthcare marketers need to focus on creating high quality, uniquely valuable content while ensuring their websites are accessible to search bots, have a positive user experience, and are built for sharing on social media. Following these strategies will help websites remain prominent in Google's organic search results.