Search Engine Optimisation (SEO) drives organic traffic to your website and offers long-lasting benefits, unlike paid ads a well-optimised site generates leads for years. In the wellness space, staying on top of SEO is essential, especially after Google’s August 2018 algorithm update, known as the “medic update”, This update impacted alternative health sites such as Dr Axe and Mind Body Green, whose content didn’t align with health sites that Google trusts (e.g WebMD and Mayo Clinic).
The update reinforced the importance of Your Money or Your Life (YMYL) content, prioritising accuracy, trustworthiness, and expertise in health, finance, and safety topics. Websites lacking in these areas risk penalties and lower rankings.
How to Enhance Your SEO
SEO expert Marie Haynes recommends these strategies for health and wellness websites:
- Focus on E-E-A-T when creating content: Experience, Expertise, Authoritativeness, and Trustworthiness, is crucial for building credibility in Google’s eyes.
- Use credible authors: Feature content written by qualified professionals with visible credentials.
- Provide transparency: Include detailed author bios, clear contact information, and information about your business.
- Cite reputable sources: Reference scientific consensus and authoritative studies.
- Avoid exaggerated claims: Ensure content is accurate and avoids misleading or unverified statements.
- Regularly update content: Keep information fresh and relevant.
- Build quality backlinks: Connect with trusted websites.
By focusing on these elements, your website can rank higher than competitors – even those with more social media followers.
Building Trust Beyond Content
Building trust is critical in SEO, especially for health and wellness brands. Beyond creating credible content, include:
- An FAQ section addressing common questions.
- A contact page for enquiries.
- Testimonials, videos, and case studies to showcase happy clients.
- An about page with your certifications, qualifications, and industry affiliations.
- A disclaimer clarifying your independent status from medical organisations.
- Consistent messaging across your website, social media, and customer touchpoints.
SEO Best Practices
- Add meta descriptions and alt text for images,
- Optimise images for web, so they load quickly,
- Ensure your site is mobile-friendly,
- Use free tools like Google Keyword Planner or UberSuggest to identify relevant keywords,
- Optimise for local SEO and use Google Business Profile (formerly Google My Business),
- Ensure H1 and subsequent headings are well-structured and relevant,
- Submit your sitemap to Google Search Console to ensure all pages are indexed effectively.
- Track results with Google Analytics,
- Enable an SSL certificate (turning HTTP into HTTPS), which boosts security and trust. Without it, potential clients may hesitate to click on your site due to security warnings.
Note: If you have a brand-new domain name and website, it could take anywhere from 2-6 months for your site to start ranking on Google, even with good SEO.
The future of SEO
As Google integrates AI like SearchGPT, user search behaviour is evolving. People now ask conversational questions rather than typing static keywords. This shift means SEO success lies in understanding user intent, not just exact matches. Tools like Answer The Public reveal what your audience is searching for, enabling you to tailor content accordingly.
AI-driven overviews summarise key information at the top of Google’s search results, offering users immediate answers. While this reduces website clicks, being visible in AI results establishes your brand as an authority and enhances recognition. Wellness brands can adapt by creating in-depth, question-based content that aligns with conversational search trends.
Ready to Flourish? At Wildflower Design Studio, I create custom websites that not only follow SEO best practices but also equip you with tools like Google Analytics to monitor your site’s performance. Let’s build a website that attracts the right audience, drives meaningful engagement, and helps your wellness business thrive.
