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  • Writer's pictureErin Ratliff

The Foundations of SEO for Your Small Business

Newsflash: Your customers are searching Google for businesses and providers exactly like you. But if Google can't find you, neither can your customers.

A quality website is integral for healers, coaches, and health/wellness practitioners as it not only communicates your brand and your important mission and offerings, but it also contributes to your rankings in the search engines.

With the rise of generative AI tools in the competitive online landscape, Google's emphasis on quality web content has increased. And there are several core principles which significantly impact the way your website is perceived by Google, and your customers. These are:

  • YMYL (Your Money or Your Life)

  • EEAT (Expertise, Authoritativeness, Trustworthiness)

Let's explore these concepts and ways to enhance your site's visibility and value by increasing user trust and conversions.

"Your brand isn’t what you say it is, it’s what Google says it is."

Chris Anderson

Breaking down E-EA-T & Y-M-Y-L

"Your Money, Your Life" is a concept introduced by Google to signify digital content with the potential to significantly impact a person's wellbeing - especially their health, finances, or safety. According to Google, if your website shares medical advice, financial guidance, legal information, or content related to critical life decisions then you have an obligation and responsibility to share information that is truthful.

And how do you know if Google considers your website legitimate enough to show up in the search results? They're looking primarily looking at your E-E-A-T.

Google values content that is reliable, credible and showcases the following:

  • Experience: Firsthand experience in the form of user reviews, personal anecdotes, and product experiences. Your user experience also matters (site security, load time, functionality, etc)

  • Expertise: In-depth knowledge and a deep understanding of the subject matter through comprehensive, informative, and valuable content and demonstration of author/creators topical expertise, qualifications, and credentials

  • Authoritativeness: A strong reputation through sources, citations, and recognition or validation from industry influencers, experts, leaders

  • Trustworthiness:  A safe and secure website that is transparent about information and and follows ethical online business practices

Understanding YMYL

SEO Strategies to Improve E-A-T & YMYL:

  1. Create & Publish High-Quality Content: Regularly post, audit and update content for usefulness, accuracy, relevance and EEAT principles. Prioritize detailed content that demonstrates expertise and authority, such as in-depth guides, case studies, or articles that offer substantial value.

  2. Reference Credible Sources: Cite and link to reputable sources and studies to validate information or support claims in your content. Encourage recognized subject matter experts' reviews to maintain accuracy and credibility. Include author bios on individual pages to establish transparency and trust. Leverage outside expertise through contributions from other subject matter experts.

  3. Maintain Strong Brand Reputation: Encourage and showcase genuine user feedback, reviews and testimonials to build trust. Monitor all consumer reviews, responding promptly and professionally to any negative feedback, and engage positively with customers. Leverage UGC, encouraging customer endorsements and content that showcases positive experiences to build trust.

  4. Build Authoritative Backlinks: Earn or secure backlinks from trusted and relevant sources to enhance site authority. Building a strong backlink profile from authoritative sites enhances credibility and signals value to search engines.

  5. Prioritize User Experience: A secure (encrypted), accessible, user-friendly, mobile-responsive website contributes significantly to higher rankings. Clearly display contact information, certifications, and security measures. Highlighting company values and mission can also convey trust and reliability.

  6. Thought Leadership: Establish greater authority through social media networking, guest posts, podcasts, or industry forums.

Wrapping It Up

Is your website set up in a way for Google to deliver the results that your customer is looking for?

Incorporating EEAT principles into your marketing and content plan isn't just about the SEO benefits; it's about providing users with valuable, trustworthy information that meets their needs and desires. These strategies can naturally enhance and elevate your visibility and lead to long-term success in the digital world.

For heart-led soulpreneurs navigating life and business with limited resources and time constraints, this can be a challenge. Thankfully, there are experts to help.

I specialize in crafting tailored SEO solutions that align with your values and brand essence. I can help you amplify your online presence, resonate with your audience, and skyrocket your business in search rankings. You have powerful gifts and it's time to share your authentic self and story with the world. Let's connect.


Erin Ratliff is a holistic business coach and organic growth & visibility marketer serving energy-sensitive, earth-loving, heart-led soul-preneurs, self-starters, and founders with the mission of personal and planetary healing.

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