Search is evolving, and so is SEO. While the foundations of good search visibility haven’t changed, people are increasingly discovering wellness brands through AI-powered tools as well as traditional search engines. This guide has been updated to reflect those shifts — helping you understand not only the basics of SEO, but how clear, trustworthy content supports visibility in both Google and emerging AI search experiences.
What Is SEO and Why Does It Matter?
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.
Tools to help you decide what content to create
Keyword research helps you understand the language your audience is already using when they search for support, services, or answers. When your content reflects those real questions, it becomes easier for the right people and search engines to find you.
Blogging is one of the most effective ways to support this. Each blog post gives your website another opportunity to answer a specific question, build trust, and demonstrate expertise — which is especially important for wellness brands operating in YMYL categories.
Use free tools like:
- Google Keyword Planner or Ubersuggest to identify relevant keywords.
- Answer The Public reveals what your audience is searching for, enabling you to tailor content accordingly.
Building Trust Beyond Content
While E-E-A-T starts with content, trust is reinforced across your entire website experience. 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.
- Optimise for local SEO and use Google My Business.
On-page vs off-page SEO
SEO generally falls into two areas:
- On-page SEO includes everything on your website — page structure, headings, content clarity, meta descriptions, internal linking, image optimisation, and accessibility.
- Off-page SEO refers to signals outside your website, such as backlinks from trusted sites, online mentions, and local listings.
Both matter, but on-page SEO is your foundation. Without a clear, well-structured website, off-page efforts are far less effective.
A well-designed website should have strong on-page SEO built in from the start. This includes clear heading structure, clean URLs, fast-loading pages, mobile optimisation, and the correct setup of meta data and analytics tools.
When these foundations are handled for you, it’s much easier to focus on creating meaningful content and growing your business over time.
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.
- Make sure H1 and subsequent headings are well-structured and relevant.
- 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.
- Submit your sitemap to Google Search Console to ensure all pages are indexed effectively.
- Track results with Google Analytics.
- Optimise for local SEO and use Google Business Profile (formerly Google My Business).
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.
If you’re unsure whether your website is set up with these foundations in place, a website audit can help identify gaps and prioritise improvements.
SEO Is Evolving: What AI Search Means for Wellness Brands
Search is no longer just about ranking for keywords. With AI-powered tools now answering questions directly in search results, people are increasingly discovering wellness brands through conversational, question-based searches. This approach is sometimes referred to as Answer Engine Optimisation (AEO) or Generative Engine Optimisation (GEO), but at its core, it’s simply about making your website clearer, more helpful, and easier to understand.
This shift means your website needs to clearly explain:
- What you do
- Who you help
- The problems you solve
- Where you’re based (if you work locally)
In simple terms, clarity matters more than ever. AI tools are designed to interpret content in a human-like way. If your website is easy for people to understand, it’s also easier for search engines and AI platforms to interpret and reference.
To support visibility in both traditional search and AI-powered results:
- Use clear, specific language instead of vague or overly poetic wellness jargon
- Structure content with logical headings so pages are easy to scan
- Answer common questions clearly through FAQs, especially on service pages
- Ensure key pages are linked together so your website forms a connected web
You don’t need a completely new SEO strategy — just a clearer one. The same foundations that build trust with your audience also help AI understand and surface your content.
At Wildflower Design Studio, I create custom websites with strong SEO foundations — designed to support visibility, trust, and long-term growth. Let’s build a website that attracts the right audience, drives meaningful engagement, and helps your wellness business thrive.
