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Since I started my first website in 2018, search engine optimization (SEO) has had a pivotal moment. Or two.
And while 2018 really doesn’t feel like that long ago, I can tell you that the way I practice SEO today is different than the way I practiced SEO when I first started.
Part of that is experience. But a bigger part is that SEO itself has changed.
Once upon a time, the classic “SEO foundations” were enough:
- Tech (mobile responsiveness, speedy load times etc.)
- Great content and relevant keywords
- Links back to your site
But Google is an algorithm, just like everything else.
And Google rolls out updates to its algorithm so frequently it might be more accurate to think of it as a living organism than something carved in stone.
These stats blow my mind a little:
Google releases MAJOR updates its core algorithm around 50 times a year1. Contrast that with Instagram, which updates its algorithm less than times a year2 .
Difference is, most of Google’s updates don’t impact you and me.
They’re trying to make the search results better, often by weeding out people doing gross stuff to game the system.
But occasionally they do impact us. And when they do? We can spend a little time sulking and questioning our decision to run an online business (guilty). But then, we roll up our sleeves and do the work to adapt. Because really all these standards are doing is holding us accountable to a higher standard of quality and that’s not a terrible thing.
Google Updates That Impact Health And Wellness Websites
Here are a few updates that have been particularly impactful to SEO for health and wellness businesses:
1) E-A-T
Google introduced the concept of E-A-T into it’s Quality Rater Guidelines in 2014.
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.
It’s not a rule set in stone (i.e. not a ranking signal) but a guideline that helps Google’s human quality raters validate the goodness of search results.
That distinction is fuzzy and I’ll forgive you if you want to glaze over it.
The important thing to know is this: The algorithm is tuned to reward high levels of E-A-T.
E-A-T means Google is looking for contet that showcases your expert knowledge, your credibility in the field, and the trustworthiness of your information.
2) The Evolution Of E-E-A-T
In 2022 Google made a little tweak to the E-A-T standards. By adding another “E”, Experience, they demonstrated a new emphasis on personal experience with a subject.
Experience here refers to the practical, personal experience you bring to your content. It’s about showing that you know what you’re talking about not just in theory but in real-life application.
This change highlights the value of content created by someone who has direct experience in what they’re writing about, which is particularly relevant in health and wellness industry.
PS: Experience is where humans have an edge on AI-generated content!
3) The Medic Update And YMYL Topics
The Medic update rolled out in 2018 and it was pivotal for websites in what Googles calls YMYL (Your Money Your Life) topics.
With this update, Google significantly raised the bar for content on websites that write about health, wellness or finance.
They deemed these subjects of the highest importance and greatest impact and wanted to make sure they weren’t promoting harmful information.
4) The Helpful Content Update
In the fall of 2022, Google rolled out the Helpful Content Update (HCU).
Working alongside E-E-A-T and Medic, this update was designed to reward content that is genuinely useful and satisfying to users, while demoting content that seems to be written more for search engines than for people.
For you, this means focusing on creating content that answers your target audience’s questions and offers them real value, rather than just trying to rank well on search engine results pages.
If this makes you scratch your head, I’m with you. To me, it sounds like this:
You’ve got to optimize to rank well in the algorithm, but don’t write content for the algorithm.
To try and bring a little clarity, here are some examples of UN-helpful content:
- Raw AI-output published direct-to-blog without human editing
- Articles with clickbaity-titles (think, very sensational titles for posts that then under-deliver)
- Bait-and-switch tactics (e.g. promising one thing in the title and then delivering something else)
Here’s what I can tell you: For most of you reading this, this distinction is trivial. You’re not out trying to game Google to get eyes on your content.
But…
In September 2023, Google rolled out an update to the Helpful Content Update that hit a lot of health and wellness sites and other niche-sites pretty hard.
Full disclosure, I was hit pretty hard by this one.
This update put a lot more weight on the credentials of the person writing the content. For example, on topics of pelvic health, Google will prioritize content written by physical therapists and doctors.
Does this spell doom for coaches? Nope. We just have to be a little strategic with our topic selection, keyword research and our E-E-A-T.
How to Build Trust and Attract More Website Visitors
So, today we’re not dealing with your Grandma’s Google.
I’ve hammered in the point that SEO changes and so your SEO strategies have to change too.
And the biggest change is that we need to focus more on creating helpful content that demonstrates E-E-A-T qualities.
Here are a few ways you can leverage E-E-A-T on your website and in your copy.
1) Experience
By “experience”, I mean you need to demonstrate you have first-hand, real-world experience doing the thing you’re teaching about.
Why?
Real experience resonates more than just facts. People are far more likely to connect with you because you’ve been in their shoes or you’ve worked with enough people who have.
Try this:
- Demonstrate personal, real-world experience through (concise!) storytelling. Yes, talk about that hard-won, unfakeable experience!
- Share your own transformation, origin story, client success stories, and/or personal anecdotes. These stories perform really well in blog intros if you use them to create context for the information, tips and insights you’re about to share.
- Support your written content with original photos and videos. All those exercise demos you’ve filmed? Use them! There’s no better way to “prove” you’ve got the experience that you say you do than to literally SHOW it off!
2) Expertise
Truth, there’s some overlap between experience and expertise. But expertise is less about storytelling and making sure your readers grasp the depth of your knowledge.
- Write in-depth blog posts and “how-to” guides that completely answer your audience’s questions and solve their problems.
- Highlight your qualifications, credentials and ongoing education on your about page and within an author bio underneath your blog posts. Make it clear how you came by your expertise and why you’re qualified to teach what you’re teaching. (A little overlap with demonstrating experience and fostering trust, right?)
- Share your opinions and insights on topics to demonstrate thought leadership. Being an expert means that you can go beyond merely regurgitating information you’ve collected elsewhere. Demonstrate that you can PROCESS that information, that you can convert that information into real recommendations and solutions.
- Do you have a signature framework or methodology? Talk about it! Talk about why you developed it, how it’s different (and better) and show off the results it’s getting for your clients.
3) Authority
Authority is about being recognized by others in your field for your expertise.
This is a so-called “off-page” SEO factor because it’s less about what you’re doing directly in your content and more about what you’re doing around the web.
- Build your authority by contributing guest blog posts, speaking on relavent podcasts and earning media mentions.
- Make sure you’re creating directory listings in any certification-related directory that you’re eligible for.
- Do what you can to cultivate BRAND AWARENESS. One way Google measures “authority” is by keeping track of “branded” search volume. How often are people searching for your name or your products directly?
4) Trustworthiness
Trust is key in the health and wellness space. It will lead to better engagement on your website and more conversions to leads, subscribers and clients. And it will help set you apart from other providers offering the same services as you.
- Earn trust by being transparent and ethical. Make sure you are staying within your scope of practice and scope of expertise.
- Include an author byline that explains who wrote the content on your website and why they’re qualified to do so.
- Include clear disclaimers, cite respected sources, and triple-check that everything you publish is factually accurate.
Showcase Experience, Expertise, Authoritativeness and Trustworthiness In Every Piece Of Content You Write
Use E-E-A-T as a checklist when you’re creating content for your website and your brand.
Before hitting publish, ask yourself:
- Is my expertise apparent? Is my EXPERIENCE represented? Have I shared an UNCOPYABLE PERSPECTIVE that I’ve developed through my experience and as I’ve gained my expertise?
- Have you cited facts and bold claims?
- Are you within your scope of practice?
- Is there a clear author byline and bio?
E-E-A-T isn’t just a box to for Google; it’s a way to make your audience feel confident in you and your content.
When you consistently create material that’s accurate, transparent, and rooted in your own real-world experience, you’re not just improving your SEO, you’re building real trust with the people who matter most.
The bottom line?
Trust with Google leads to traffic, and trust with searchers leads to clients. Use E-E-A-T as your filter for content creation, and you’ll naturally build both.
Continue To Double-Down On SEO Fundamentals
E-E-A-T is built on a strong foundation: your website’s technical health. Even the most authoritative, experience-rich content can’t perform if your site isn’t easy to use or accessible to search engines.
So, before diving deep into content strategies, make sure these fundamentals are in place:
- Fast loading times: Nobody wants to wait for a page to load, and Google notices when they bounce.
- Mobile responsiveness: Your audience—and Google—expect your site to look and work just as well on a phone as it does on a desktop.
- Easy navigation: Make it simple for visitors to find the information they’re looking for without frustration.
Why does this matter? Because if Google can’t crawl your website, or visitors don’t stick around long enough to read your content, all the E-E-A-T in the world won’t save you.
Once the fundamentals are rock solid, frameworks like E-E-A-T and the Helpful Content Update can amplify the performance of your content (and rankings) even further.
Need a refresh on your SEO basics? Download a FREE copy of the SEO Kickstart Kit.
SEO For Your Health And Wellness Business
SEO in the health and wellness space isn’t like SEO for other industries- and that’s a good thing!
Google holds us to a higher standard because the work we do has real-life implications.
The information you share impacts people’s health and well-being.
That’s why E-E-A-T and frameworks like the Helpful Content Update aren’t just “rules to follow,” they’re tools to help you build credibility and connect with your audience on a personal level.
If you’re here, it’s because you want to increase your online visibility and provide meaningful value to your people. Mastering these frameworks does both.
Your content deserves to be seen!
Download my FREE SEO Kickstart Kit and learn how to get the technical basics right so you can create content that ranks, builds trust, and brings in the right audience.
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