In the 7/10 installment of This Week in Marketing, Sam and I call into the wsRadio studio to talk about one of the most interesting verticals out there these days: holistic medicine.
As many owners in this niche have learned, getting rankings as an alternative health site is no simple feat. In terms of SEO, it often feels like fighting an uphill battle in a torrential rain storm.
But why is it like this?
There are many different reasons that may explain this phenomenon. I’ve got a few theories, but the most logical one is simply because Google doesn’t want to steer people in the wrong direction – especially when it comes to people’s health.
Another big contributor is that there simply isn’t much scientific research to back many of the claims made by holistic medicine organizations. Traditional medicine, on the other hand, has decades and decades of scientific research backing the claims made by those organizations. There are universal truths that have been accepted due to this research. As a result, Google sees it as credible.
Now, it’s a safe bet to say that most holistic medicine organizations don’t have the same resources and clout as traditional medicine. So how do they get rankings?
Well, I hate to admit it, but Sam and I don’t have all the answers. But the good news is we’ve worked with these types of sites and have spotted some common threads.
We start by addressing the concept of E-A-T (Expertise, Authority, Trustworthiness) and how it fits into the holistic medicine niche. We get into the details of establishing Expertise and carving out a name in the industry. This involves citing highly credible sources, creating strong author bios, showcasing any and all credentials, as well as creating powerful messaging that puts you in a position to get noticed on the web.
We then discuss building Authoritativeness – or convincing Google that you’re an expert with quality backlinks, mentions, and publicity. A good way to think about this is that Expertise is about showing people you’re an expert, Authoritativeness is about validating the expertise.
As the show comes to a close, we briefly touch on Trustworthiness – which gets into the setup of your website. This involves components like security, site structure, and providing all information to make users feel they are in the hands of experts. Unfortunately, the clock ran out on us as we were discussing Trustworthiness – we’ll need to do a part two!
If you’re in holistic medicine – or aspire to be in it – definitely give this ep a listen!