Learn about E-E-A-T and why it is so important for supplements and natural products websites
Sales for supplement and natural products companies are up. In fact, they are way up. Online search traffic for supplements and natural products has never been higher. On the flip side there are also companies that are not seeing a surge in sales or website traffic.
And this underscores why it takes more than having a good product to thrive during the COVID-19 pandemic supplements sales spike. For both supplements companies who are seeing a surge in online sales and those who are lagging behind, your website and SEO must be working for you not against you.
When was the last time you updated your website? How frequently are you posting informative, high-quality blogs? Which keywords are driving traffic to your website? What is the search traffic for your niche and how is this translating to traffic and sales for you? Have you created landing pages that help consumers learn more about your products?
While the consumer interest in supplements is spiking, it’s important to remember that this is a very competitive market. As a supplements company owner, you need to do all you can stay ahead. You’ve got a proven product, you’re seeing a boom in sales, and now you need to keep the momentum going.
This is where your website, search engine optimization (SEO) strategy, content marketing, social media presence, and search traffic make such a huge difference for you, your consumers, and Google.
What Supplements Companies Need to Know about SEO, Search, and Google
This is a challenging time for everyone – along with the stressors of living during a pandemic, you have a company to run, employees to pay, and customers you need to serve.
So, it makes sense that SEO, search traffic, and Google are not top-of-mind for you. And this is exactly why I wrote this blog post.
At Know Agency one of our areas of expertise is website optimization, SEO, and search strategies tailored specifically for the supplements and natural products industry.
When I meet with companies like yours, my priority is in explaining SEO, search, and Google – so that our clients understand why it takes more than a flashy website, a good label, and a solid product to stand-out and get noticed online.
And here is what you need to know about SEO, search, and Google so you can thrive during the supplements sales boom and continue this momentum when life returns to normal.
- What is SEO?
SEO stands for Search Engine Optimization and it is a specialized approach that makes it possible for your website to stand out and be found in Google searches. When most people think of SEO, they think only of keywords.
While keywords are a critical part of SEO, they are just one piece of a bigger SEO strategy that includes page formatting, website layout, content structure, links, image tags, and more.
The optimal SEO strategy makes it easy for search engines like Google to give people the correct answers to their questions. This is why SEO is important for every website and market. - What is Search?
Search is the collective term that refers to your search engine results, search traffic, keyword strategy, content and social media marketing, and website optimization. Together these components determine your search results, strategy, traffic, and ultimately your online sales success.
The better your search, the easier it is for customer to find your company, brand, and products in search engine results and to click your link, visit your website, learn about your products, and click buy. - Google and Your Supplements Company Website
As you know, Google is the most popular search engine worldwide. Google is the primary portal that connects people with brands, products, companies, information, and services. And this is exactly why Google is so important to your supplements company.
Google has very strict policies that ensure only valid, trusted, and proven content is displayed in their search engine results. Google is trying to provide searchers with information that is scientifically backed and proven. They depend on scientifically backed publications such as Healthline, the Mayo Clinic, or WebMD.
Google wants companies and marketers to understand the criteria they use to rank websites, content, and other online collateral. In the Google Search Quality Raters’ Guidelines, Google makes it very clear what their employees who analyze websites are looking for and what website owners can do to improve their search engine results.
In a nutshell, Google is looking at the Experience, Expertise, Authority, and Trust (E-E-A-T) of each website and piece of content.
What is E-E-A-T?
E-E-A-T (Experience, Expertise, Authority, and Trust) is a core framework used by Google to evaluate the quality and credibility of web content, especially for topics like health and supplements, which fall under the “Your Money or Your Life” (YMYL) category. Demonstrating these four attributes is crucial for ranking well and building a loyal audience in the supplements and natural products domain.
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Experience
Experience is about having firsthand knowledge or direct engagement with the topic. For the supplements and natural products industry, this means showing that you, the author, or your company have practical, hands-on experience with the products, their formulation, or their effects. This isn’t just about academic knowledge; it’s about real-world application and understanding.
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How to demonstrate it: Share personal stories, case studies, or user testimonials that highlight the practical benefits and usage of the products. For a supplement company, this could involve a detailed blog post on the journey of a product from a raw ingredient to the final capsule, or a video of your team using the products in their daily lives. If a dietitian writes a review of a new vitamin, they can discuss their experience in a professional setting. The goal is to show that your content is informed by genuine, practical engagement, not just theoretical research.
Expertise
Expertise refers to the knowledge and skills of the content creator. In a field like supplements, this is paramount. Google needs to see that the person providing information is qualified to do so.
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How to demonstrate it: The author of your content should have verifiable credentials. This could be a nutritionist, a registered dietitian, a doctor, or a pharmacist. Use a detailed author bio to list their education, certifications, and professional affiliations. Link to their profiles on professional organizations or their personal websites to provide further evidence of their background.
Authority
Authority is about your reputation within your industry. It’s not just about what you say about yourself, but what others say about you.
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How to demonstrate it: An authoritative website is one that is recognized and trusted by others in its field. This is often reflected through back links from other reputable websites, mentions in industry publications, and a strong presence on social media. Build this authority by getting your company and products reviewed by independent sites, being cited in articles, or having your content widely shared.
Trust
Trust is the foundation of E-E-A-T and is essential for any business, particularly one in the health and wellness space. It’s about being secure, transparent, and reliable.
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How to demonstrate it: Your website must be secure and use HTTPS protocols. Make your terms and conditions, privacy policy, and refund policy easy to find. Provide clear contact information, including a physical address, phone number, and email. Encourage customer reviews on trusted platforms like Google Business Profile or Trustpilot. Additionally, actively monitor and address any negative feedback or claims of fraud to protect your brand reputation. A strong Better Business Bureau (BBB) rating can also be a significant indicator of trustworthiness.
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Google uses these three factors to determine your E-E-A-T score.
Why E-E-A-T is Critical for Supplement Company’s Search Traffic
E-E-A-T (Experience, Expertise, Authority, and Trust) is Google’s framework for evaluating the quality and credibility of web content. For industries like supplements, which fall under the “Your Money or Your Life” (YMYL) category, demonstrating a strong E-E-A-T profile is crucial for ranking well in search results. A higher E-E-A-T score signals to Google’s raters and algorithms that your website provides reliable, valuable information, which helps you attract more traffic and customers.
The Four Pillars of E-E-A-T
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Experience: This is about having firsthand knowledge. For supplement companies, it means showing real, hands-on experience with the products. You can demonstrate this by sharing personal stories, case studies, or videos of your team using the products.
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Expertise: This refers to the knowledge and skills of your content creators. Your content should be written or reviewed by qualified professionals, such as a nutritionist, registered dietitian, or doctor. Include a detailed author bio with their credentials and professional background.
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Authority: Authority is your reputation within the industry. It’s built when other reputable websites, industry publications, and influencers recognize and link to your content. You can build authority by getting your company and products reviewed by independent sources and consistently publishing high-quality, shareable content.
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Trust: This is the foundation of E-E-A-T. It means your website is secure, transparent, and reliable. Use HTTPS protocols, make your contact information and policies easy to find, and actively manage your online reviews on platforms like Google Business Profile.
By focusing on these four pillars, you can build a website that Google’s algorithm and your customers both trust. Contact us to discuss how we can optimize your website and content strategy to thrive in the competitive supplement market.
Contact me to talk about SEO, search, Google, E-E-A-T, and how the Know Agency team can optimize your website and search strategy so you can thrive during the COVID-19 pandemic and in the future.
