In the 7/10 episode of This Week in Marketing, Sam and I phone into the studio to discuss the ins and outs of SEO for holistic medicine sites. As many business owners offering alternative health solutions learn, SEO is an uphill battle.
Why is this?
Well, there could be a million reasons why holistic medicine sites have a tough time getting ranked on searches. I could spout off my conspiracy theory, but that’s a conversation for another day. The most logical reason behind this trend is simply the notion that Google wants to provide users with the most credible, research-backed information – especially when it comes to the wellbeing of the users.
Generally speaking, the traditional modern medicine we know is heavily funded and has thorough testing and research carried out in professional labs by the most qualified people. Many of the holistic solutions we’re seeing don’t have this luxury (yet). As a result, much of the research-backed content surrounding traditional medicine is viewed as more credible in the eyes of Google.
So how does a holistic medicine site gain good search rankings?
Well it’s not always apples-to-apples – and we don’t pretend to have all the answers. But based on our work, we’ve definitely noticed some key patterns.
Sam and I start by examining the overarching concept of E-A-T (Expertise, Authoritativeness, Trustworthiness) and how it factors into SEO for holistic medicine sites.
We get into the basics of carving out a credible name (Expertise) and convincing users (and Google), that you know what you’re talking about, citing credible sources in content, and creating messaging that puts you in a position to get noticed.
From there, we get into Authoritativeness. This involves getting featured on respected websites, getting high quality links, mentions, and making sure you are getting recognized in the field. Essentially, Expertise is about showcasing your knowledge, Authoritativeness is about getting validation for your knowledge.
As the clock winds down, we briefly touch on Trustworthiness – which deals a lot with the technical aspects of your website and making sure users are completely safe on it. We could only cover so much ground in this short 30 minutes. Stick around for part 2!