We’re going to cut to the chase here. Yes. Yes, you do need SEO for health and wellness products.
One of the main reasons is supply and demand; Google receives 70,000 health-related searches per minute. And 80 percent of internet searchers look at a combo of medical info and health products online—products you sell. So, if you plan to outsmart competitors and reach a market of that size, you need to consider SEO as a long-game tactic to better digital marketing health.
So how do you accomplish this? Look at SEO as a multi-faceted marketing strategy. Target the right customer via keyword research, build trust and domain authority with backlinks, focus on local search, improve your social media marketing presence, and more. The following advice will help you achieve better SEO and business results for your supplement, CBD, or general health and wellness brand. Plus, it’ll give you the framework for how to do SEO yourself.
Why SEO for Health and Wellness Brands is a Must
1.) SEO Targets Your Ideal Customer to Bring in Qualified Traffic
A little DIY search engine optimization really helps companies target their ideal customers. Because at the end of the day, you need qualified traffic—people who are most relevant to your business and likely to make a purchase.
You can zero in on your target audience through a little basic keyword research to discover which health and wellness phrases or questions interest customers. While larger brands with higher domain authority will continue to rank higher for those keywords than your website, you can start to encroach on their traffic. And if you bring in niche keyword phrases and longtail keywords as well as those top level search terms, you’ll increase your chances of ranking for more terms.
You can also piggy back on technical keyword research by listening to your customers. Pick up on common terms and phrases they use when they talk about your product. Try using those in your SEO. These will be longtail phrases, and you can get a lot of qualified traffic by creating content with those specific phrases or words.
2.) SEO Builds Trust and Better UX
Customers lose patience with brands in a snap. They don’t get why brands’ websites, social platforms, or apps lack continuity or functionality. You win major loyalty points when you give consumers a beautiful website that works as great as it looks.
Find these insights with Google Analytics. There, you can monitor user behavior on your website, and find out which pages people visit most. Maybe you can invest in some video content for those popular pages. Or, track how many people click your call to action buttons. You need to make them a different color or more prominent for higher conversion. Spending a little time on analytics can give you a big boost in SEO—if you read your data correctly—as search engines recognize positive behavior on websites and reward you for it via your ranking position. All you need to do is listen to the trends and numbers and optimize your website and content as you go.
Backlinks will also help you tremendously with customers and search engines. Search engines view your brand as an authority if it has quality backlinks. Meaning, if top health magazines like Shape or Women’s Health link back to your website for educational content or health products, search engines take note. Don’t be afraid to approach media outlets, they always accept great content too.
And once you find a link back to your website, tout it! Include an as-seen-on section to put those trust-signals out there for customers to see. It makes a huge difference when a customer navigates to your website and sees a household brand they trust vouch for you. You win big points this way in SEO and customer relations.
3.) SEO Helps You Compete with Other Brands Locally
We hope you’ve brought your fighting spirit to your SEO game. The health and wellness industry is valued somewhere between $166.5–$179 billion dollars. It’s hard not to feel like everyone’s doing it, so you need SEO to start on page one. Out-maneuver competitors by competing and gaining a following at the local level with local SEO.
This type of SEO optimizes your digital properties for specific locations where people can easily find you. You’re already savvy on backlinks, so focus on local backlinks. Make sure to promote engagement and optimize your social media profiles and Google My Business Listings. Go after those reviews—most people buy products with a healthy amount of reviews and high rated products.
4.) A Great Google Maps Ranking isn’t Enough on its Own
Invest in SEO even if you have a great google maps ranking for your brick and mortar store. Google Maps aggregates public information based on a user’s location when they search for your business. This means you could have the worst SEO, but still rank highly on maps. You may get some foot traffic out of this, but with a low SEO domain authority, you miss out on the opportunity to gain traffic and market share elsewhere—from people outside your geographic footprint. Not to mention, a slight shift in algorithm standards could devalue map rankings at any time. If you don’t have a strong SEO safety net to fall back on, you could lose out on a lot of traffic and sales quickly.
5.) You Can Improve SEO through Organic Social Media Marketing
We can always help you use paid social media advertising for your small business and/or PPC. Paid ads are extremely effective for a variety of reasons. However,you may have decided to put your money elsewhere. That’s okay. Here’s how you can use social media to strengthen your SEO for health and wellness products and increase organic traffic.
Social platforms themselves enrich your business’s SEO because they typically pop up higher than your website in search results. By simply having an active social media account, you can help potential customers find your website easier.
Within social media, you can also use hashtags as your SEO keywords. About 40% of companies now sell on social media, and 30% of people say they’ll use social media to shop. This is why so many people use hashtags to find content of interest. Using these wisely will increase your chances of crossing paths with future customers.
You should use social media to cross-promote sales, blogs, and other content that lives on your website. That way, you’ll funnel customers you find in one place back to your home base. This can all be done with or without the addition of advertising. By posting on channels that align with your demographic and keeping your posting cadence frequent (three to five times per week), you’ll start to build an engaging account that attracts a following.
6.) You Need to Keep up with Search Engine Algorithms or Fall Behind
It’s a little exhausting we know, but algorithms continue to evolve. One day you could comply with the rules, the next you could be in violation and incurring penalties. Many of our customers come to us because they think SEO is a one-and-done deal. Sorry, that ain’t so.
For instance, desktop used to be the preferred means of shopping and search. Today, 60 percent of searches come from mobile devices. However, dentists and oral surgeons frequently come to us with out-dated websites that aren’t responsive on mobile. This is very bad for modern SEO; low site speed hurts your SEO ranking. Make sure to schedule routine SEO updates to stay ahead of the game. Or, employ an agency like ours that’s always in-the-know about what you need to do to stay in SEO compliance.
7.) SEO Is Relatively Affordable and Something You Should Never Skimp On
Think of SEO as an investment—albeit, a far more affordable one compared to most marketing tactics. By conducting a formal SEO audit once or twice per year, producing high-quality content regularly, adding video to your website, and keeping your website functionality tip-top, you’ll keep the bedrock of your marketing strong. Because that’s what SEO is—the foundation of all great digital marketing.
8.) SEO Provides Invaluable Data Insights
You can’t improve that which you can’t measure. SEO doesn’t only help you rank on search results; it helps you analyze your customers’ behavior, so you can get better at selling health and wellness products. SEO gives you knowledge into user preferences, engagement, and website functionality or UX features to fix. With tracking and analytics, you can start to understand your customer’s journey. For instance, you may see that after optimizing your blog content, traffic increases, and people spend more time on your website per page—all thanks to smart interlinking. Story short, look at your numbers and optimize based on results. That way, your SEO will always continue to improve
How to do SEO
Okay! Now that you’ve heard why SEO for health and wellness is so important, you need to learn how to DIY.
Tip Number One: Do an SEO Audit
Have you ever wondered if you need an SEO audit? It’s like going to the doctor or dentist: you absolutely need to do this once or twice per year to stay healthy—and so does your website. An agency like ours can help you facilitate a formal SEO audit. With it, you’ll learn where you stand among competitors, how you need to improve your website and content, and much more. Generally, the first audit is the most in-depth. Then, it becomes a regular maintenance task that’s affordable and super important for your health and wellness website.
Tip Number Two: Write SEO Blog Content and Publish Regularly
With a saturated market like health and wellness, you have to draw the crowd. You need to know how to write SEO friendly, engaging content. The more you publish regular blogs, the more customers will find your content and products. Generate content they’re interested in by searching for keywords with high, medium, and low search volumes. Or, do an SEO audit with us. Ours come with weeks and weeks of content ideas based on real search information.
Tip Number Three: Use Free Tools
If you’re working on SEO for health and wellness products, you can save money with free tools. We shared our top eight SEO tools to improve organic search ranking. These tools may be add-ons to WordPress, or websites that help you analyze which online content is performing best for any topic. Just using a few of these tools will help you tackle your SEO with confidence.
Tip Number Four: Use Social Media
Google has never said that its algorithm looks for social media signals for rankings. However, we know the algorithm changes often, and companies like Hootsuite have run studies and seen that content with top social shares benefits in rankings. You may or may not have also noticed that your social media profile is a top result when you google your own brand. A lot of people click on the first thing they see, so you need to have unique social media post ideas to make a good first impression.
Tip Number Five: Try Link Building
Put your PR hat on my friend, we’re going to build you some links. Link building for your small business will include pitching journalists and publications with your content or securing press mentions with interviews. You can work with an agency like Witty Kitty who will help you avoid spamming reporters and influencers. Or, you can always try free tools like HARO. Help a reporter out sends you daily emails where small and large publications alike invite you to pitch ideas for articles they’re writing. Many people find success this way and secure those sought after backlinks.
Tip Number Six: Use Video
Convincing people to try your health and wellness products takes some charisma, and videos sure increases your chances. In fact, 73 percent more visitors will buy your product if you show them a video. Google also said video will continue to show up more favorably in searches. Right now video, is in 14 percent of search results. Stop putting your video content marketing off! We can show you easy ways to start today.
Tip Number Seven: Optimize Your Website
It can be fun trying to figure out if your website needs a redesign or just some copy and UX optimization. Think of it like a scavenger hunt that will lead you to a new and improved you. Some of the things you’ll be looking for include: bounce rates, user experience at checkout, stale content, outdated functions etc. We love joining you on the hunt and helping you decide which path to take.
So are you feeling a little more motivated to get started on SEO for your health and wellness brand? Now you know why you should and how. What more could you need? If you’re smiling weakly and feel like you’re kind of in a daze, let us ease your mind. You can always call on us to help with the SEO audits and implementation. We’d love to get in touch!