Since I first published this in 2020, the fundamentals of effective wellness content haven’t changed. The stakes are just higher now.
Google has stepped up its quality and authority filters for AI-generated summaries, but the foundations of search are the same. (More on that in my piece on AI Visibility.)
So let’s start with those foundations.
Competition Is Intense
Search competition in wellness is intense.
It’s not just other blogs anymore. AI-generated noise is jamming the airwaves.
That’s why fundamentals like originality and human expertise matter more than ever.
Rule #1: Keep It Fresh
The old strategy of emulating top-performing content might have worked years ago. But now you have dozens of identical posts for every major search term.
Google continually updates its systems to devalue copycat content. That’s why originality matters more than ever.
“What you need to do is create a new, unique spin,” says New York Times best-selling author and SEO expert Neil Patel. “You have to write about fresh stuff that people haven’t seen.”
If your article looks like everything else in the top 10, AI summaries won’t surface it and Google won’t reward it.
Rule #2: Choose Topics You Can Own
Topic selection today is less about volume and more about choosing areas where you have authority. Focus on the niches your brand can own.
Both PageRank and AI summaries reward clear topical authority. If your brand tries to cover every topic, you lose that advantage.
Let’s say you sell a clean protein supplement. Double down on protein content relevant to your audience, whether that’s athletes or moms.
LMNT does this brilliantly. It owns sodium science and consistently publishes high-value content for its salty tribe.
Rule #3: Stay Relevant
Relevance drives visibility. The better your content satisfies search intent, the more likely Google is to surface it in results.
If you’re publishing on “fish oil benefits for women,” you can’t just mention the phrase a few times and call it a day. You need to cover the full picture by explaining omega-3 basics, potential side effects, dosage basics, and how fish oil supports women’s health.
A good content process doesn’t leave this to chance. It ensures the topic is covered deeply and accurately.
You don’t need specialized tools, but systems like Clearscope help check for completeness. You aren’t gaming the algorithm. You’re delivering the most useful resource on the topic.
When you do that, Google’s systems will surface and reward your content.
Rule #4: Use Writers Who Understand the Science
Most brands struggle to find science writers who get the details right.
When brands get basic details wrong, readers notice and so does Google. Few things damage trust faster than botching the science.
Accuracy is only half the equation. The writing itself needs to be clear and engaging. If the science is tight but the prose is clunky, you lose the reader.
There are no shortcuts here. The best wellness brands invest in writers who can handle both science and craft. It’s rare talent, and crucial for building authority in a crowded space.
The Fundamentals Still Win
The fundamentals still win. Build on them and everything else gets easier.
I help wellness brands grow through science-backed strategy and content.
If you’d like support on your next stage of growth, you can reach me here.
