If you’re trying to boost your health and wellness brand’s content marketing strategy, you’re probably thinking about how to capture AI overviews. While you can’t always beat out high-ranking, high domain authority sites, you can still boost your chances of getting cited in AI search overviews by creating excellent, concise content. 

To get your wellness brand cited in AI overviews, you need to produce clear, concise content that answers questions quickly, avoid fluffy language, add bullet points or tables, format some headlines as questions, and cite credible sources. 

While these steps won’t guarantee your wellness brand will get cited in AI overviews, they certainly help. And if you produce enough well-written content across your topical authority, you’re bound to capture some AI overviews that bring in significant traffic. 

Let’s dive in:

Clear, concise content wins AI overviews

The days of paragraph after paragraph before getting to the point are pretty much gone in the SEO world. Content marketers used to write long, extensive pieces that served as a delivery tool for a bunch of keywords that otherwise wouldn’t naturally flow. 

Google caught on. 

Now, it favors expertise, experience, authority, and trustworthiness. And part of that is producing clear content that cuts the fluff and gets straight to the point. 

Answer the primary question early 

Take this blog as an example. The main question is “how can health and wellness brands capture AI overviews?” I answered that in the second paragraph, less than 100 words into the piece. 

Make a practice out of clearly answering questions and summarizing content throughout the piece.

Cut the fluff

While it still exists in recipe blogs and some other content forms, fluffy writing is not the way to get your wellness brand more visibility. Your job is to position your brand as an authority in the space. Authorities don’t beat around the bush and avoid giving clear facts. They just tell it like it is. 

Answer the question early and don’t speak in riddles or draw out your content for the sake of a longer word count. 

Include bullet points, tables, and other reader-friendly features

Especially in the case of technical or science-heavy blogs, you’ll want to create content that is visually appealing and reader-friendly. Bullet points, tables, and other reader-friendly features can help. 

As an example, I have been a freelance cannabis writer for close to a decade now. I have seen the tides change when it comes to blog structure. What used to be sentence-heavy has shifted to some emphasis on reader-friendly structures like bullet points. 

When I first started writing educational content for cannabis brands, I’d write it all out in the body of the text. I’d break up paragraphs for easy reading, but I still kept everything in paragraph format. 

But today, I take the opportunity to break down complex paragraphs into easy-to-read bullet points. Rather than write seven sentences about the role of the endocannabinoid system, I summarize the key points in a quick bullet point format. It’s easier for readers to digest and it still gets the main point across. 

Should I format headlines as questions for AI overviews?

See what I did there? Yes, you should try to include some headlines formatted as questions to capture AI overviews. Think about how your target audience is searching for relevant topics. Are they Googling “our favorite skincare brands” or are they searching “what are the best skincare brands?”

Don’t go out of your way to create headlines formatted as questions if it feels unnatural. Only incorporate questions when it reads well and genuinely serves a purpose. 

Cite credible sources and get expert quotes

Search engines prioritize credibility and trust these days, so it’s in your best interest to position your brand as a credible source. This starts with using research-backed facts with clear attribution. 

If you’re marketing a ketamine clinic, for example, you have to be careful about making medical claims or otherwise misguiding readers. It’s crucial that you use careful language and back up every claim with credible sources. Google will take note that you’re not just making stuff up or writing for the sole purpose of selling your product–you’re actually providing value to the reader by presenting real research and sources. 

When possible, expert quotes can go a long way, too.

Hire a freelance writer for your wellness brand

Look for a freelance wellness writer with real experience and expertise who can juggle the intricacies of highly regulated spaces with clear, concise content. In a highly regulated space like health and wellness, it’s important to invest in a writer who understands the ins and outs of compliant language and research-driven content. 

You don’t have to look any further to find a freelance wellness writer–I’m right here! Send me a message to get started today.