{"id":156725,"date":"2023-04-09T23:58:10","date_gmt":"2023-04-10T04:58:10","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=156725"},"modified":"2025-12-18T09:11:29","modified_gmt":"2025-12-18T14:11:29","slug":"healthline-seo-case-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/healthline-seo-case-study\/","title":{"rendered":"Healthline\u2019s Content Anatomy: 5 SEO Insights to Learn&nbsp;From"},"content":{"rendered":"\n<div class=\"intro-txt\">Healthline is one of the biggest health niche websites. We\u2019re talking tens, if not hundreds of millions of clicks every month with fierce competition. It doesn\u2019t get much more exciting in SEO than&nbsp;this.<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1364\" class=\"wp-image-156736\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-2.png\" alt=\"Health niche big players comparison\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-2-623x425.png 623w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-2-768x524.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image7-2-1536x1048.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Healthline is owned by media giant company Red Ventures, which has a whole <a href=\"https:\/\/rvohealth.com\/\">RVO Health subdivision<\/a> comprising many domains in this <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/ymyl-pages\">YMYL<\/a> niche. One of them is also Medical News Today that you can see among the biggest players listed in the chart&nbsp;above.<\/p>\n\n\n\n<p>All of these websites are SEO powerhouses we can learn from, but I found Healthline to be the most interesting one, especially its content and on-page aspects. Let\u2019s take a look at five insights that stood out to me from many hours of analysis.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. You can perfectly align with search intent using templates\" data-section=\"search-intent-alignment-with-templates\">\n\n\n\n<h2 class=\"wp-block-heading\">1. You can perfectly align with search intent using templates<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It\u2019s hardly a surprise that you\u2019ll find patterns after publishing tens of thousands of pieces of content. In Healthline\u2019s case, it currently has around 34K pages in its Health and Nutrition article subfolders that drive the vast majority of its traffic:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"706\" class=\"wp-image-156737\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image20.png\" alt=\"Healthline site structure\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image20.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image20-680x240.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image20-768x271.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image20-1536x542.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Screenshot taken from the <strong>Site structure<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<p>Certain types of content, like food item overviews, can be templated pretty heavily, as you can see from the title tags and H2s&nbsp;here:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1229\" class=\"wp-image-156739\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-2-1.jpg\" alt=\"Templated content on Healthline\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-2-1.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-2-1-680x418.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-2-1-768x472.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image9-2-1-1536x944.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Screenshot taken from <strong>Page Explorer<\/strong> in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<p>But more often than not, you\u2019ll need some more unique points and headings to align perfectly with the <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>.<\/p>\n\n\n\n<p>For example, here are three SERP snippets that use the same title tag template that tells you the focus of the article.<\/p>\n\n\n\n<p>We have crackling in&nbsp;ear\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"534\" class=\"wp-image-156743\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-4.jpg\" alt=\"Crackling in ear search result\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-4.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-4-680x182.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-4-768x205.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image5-4-1536x410.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Followed by wrist&nbsp;pain\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1874\" height=\"482\" class=\"wp-image-156744\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-2.png\" alt=\"Wrist pain search result\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-2.png 1874w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-2-680x175.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-2-768x198.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image10-2-1536x395.png 1536w\" sizes=\"auto, (max-width: 1874px) 100vw, 1874px\"><\/figure>\n\n\n\n<p>And ending with contact dermatitis.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1806\" height=\"506\" class=\"wp-image-156745\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-1.png\" alt=\"Contact dermatitis search result\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-1.png 1806w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-1-680x191.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-1-768x215.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image15-1-1536x430.png 1536w\" sizes=\"auto, (max-width: 1806px) 100vw, 1806px\"><\/figure>\n\n\n\n<p>Causes, symptoms, and treatment are variables the vast majority of searchers will be interested in when looking up these health problems.<\/p>\n\n\n\n<p>But crackling in ear can be something you may be able to fix easily with home remedies:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"692\" class=\"wp-image-156747\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-2.png\" alt=\"&quot;Crackling in ear&quot; sections\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-2-680x235.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-2-768x266.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image12-2-1536x532.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Wrist pain usually requires you to do some exercises to get better:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"547\" class=\"wp-image-156749\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image29.png\" alt=\"&quot;Wrist pain&quot; sections\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image29.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image29-680x186.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image29-768x210.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image29-1536x420.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>And contact dermatitis is something you likely need to see photos of to confirm if you landed on the right health problem:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"438\" class=\"wp-image-156750\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image24.png\" alt=\"&quot;Contact dermatitis&quot; sections\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image24.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image24-680x149.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image24-768x168.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image24-1536x337.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>All of these articles have huge structural overlaps but are still unique in one way or another, which makes them great for answering all sorts of questions a searcher may&nbsp;have.<\/p>\n\n\n\n<p>Healthline uses the title template of {health problem} followed by the most relevant combination of words like causes, symptoms, treatment, diagnosis, risks, preventions, pictures, etc., across the&nbsp;board.<\/p>\n\n\n\n<p>It sounds simple. But choosing the right combination that best aligns with the search intent results in SERP titles that are better\u2014or at least on par with the competition:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1388\" height=\"1999\" class=\"wp-image-156752\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image30.png\" alt=\"SERP for skin lesions\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image30.png 1388w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image30-295x425.png 295w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image30-768x1106.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image30-1067x1536.png 1067w\" sizes=\"auto, (max-width: 1388px) 100vw, 1388px\"><\/figure>\n\n\n\n<p>And this goes on and on throughout different content types. Here, we have a bunch of pages where people are likely most interested in the difference:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1816\" height=\"1284\" class=\"wp-image-156753\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-2.png\" alt=\"Example of templated title tags\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-2.png 1816w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-2-601x425.png 601w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-2-768x543.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image1-2-1536x1086.png 1536w\" sizes=\"auto, (max-width: 1816px) 100vw, 1816px\"><\/figure>\n\n\n\n<p>While others are positioned toward picking a winner for a certain quality (better, healthier, etc.):<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1814\" height=\"1146\" class=\"wp-image-156755\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image32-1.png\" alt=\"More diverse examples of templated title tags\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image32-1.png 1814w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image32-1-673x425.png 673w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image32-1-768x485.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image32-1-1536x970.png 1536w\" sizes=\"auto, (max-width: 1814px) 100vw, 1814px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Own more search results without cannibalization\" data-section=\"own-more-search-results\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Own more search results without cannibalization<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Nailing search intent alignment is one thing. But being able to do it with multiple pieces of content that have huge target keyword overlaps is an advanced SEO and content game.<\/p>\n\n\n\n<p>I think most people associate ranking for one keyword using multiple pieces of content with a phenomenon that hurts one or more of these pages. This is known as <a href=\"https:\/\/ahrefs.com\/blog\/keyword-cannibalization\/\">keyword cannibalization<\/a>.<\/p>\n\n\n\n<p>But take a look at&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1205\" class=\"wp-image-156757\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image25.png\" alt=\"Ranking with more pages thanks to mixed search intent\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image25.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image25-680x410.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image25-768x463.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image25-1536x926.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>As someone who\u2019s done a bit of research about creatine in the past, I can see myself clicking on both of these results. They cover the topic from different angles that don\u2019t result in cannibalizing each other\u2019s organic traffic.&nbsp;<\/p>\n\n\n\n<p>Anyway, you can\u2019t even cannibalize your own content when you already rank at the top with one of those pages. Occupying more search results simply gets you more traffic.<\/p>\n\n\n\n<p>There are currently over 40K keywords in the U.S. where Healthline owns the top SERP position and one or more lower positions:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1023\" class=\"wp-image-156759\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-2.png\" alt=\"Healthline ranking for over 40K keywords with two or more pages\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-2-680x348.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-2-768x393.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image14-2-1536x786.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Not all of these keywords have a mixed search intent, though.<\/p>\n\n\n\n<p>In some of these cases, Healthline likely ranks with more pieces of content that serve the same purpose just because it is a huge authority in the space. I didn\u2019t encounter this from examining many of its SERPs. But the following data speaks for itself.<\/p>\n\n\n\n<p>What surprised me the most is the fact that out of the 1K keywords with the highest search volume here, it manages to rank for 994 of them with two or more results in the top 10 search results:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"743\" class=\"wp-image-156761\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13.png\" alt=\"Deeper research into Healthline's multiple rankings\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-680x253.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-768x285.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image13-1536x571.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, I exported SERPs for the first 1K keywords with the highest search volume from the previously shown <strong>Organic keywords<\/strong> report. Then I extracted domains from all ranking URLs and created the pivot table above that counted how many times a given domain ranked in the top 10 for each keyword. Lastly, I used the SUBTOTAL function that could count the number of rows filtered by COUNTA of Domain of two or&nbsp;more.<\/figcaption>\n<\/figure>\n\n\n\n<p>Last but not least, another way of taking more SERP estate is to rank with both written content and videos. You guessed it. Healthline also has a <a href=\"https:\/\/www.youtube.com\/@HealthlineMedia\">thriving YouTube channel<\/a>, and it manages to own multiple results in this manner as&nbsp;well:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1708\" height=\"1999\" class=\"wp-image-156764\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image31.png\" alt=\"Simultaneously ranking with an article and a video\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image31.png 1708w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image31-363x425.png 363w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image31-768x899.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image31-1312x1536.png 1312w\" sizes=\"auto, (max-width: 1708px) 100vw, 1708px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Don't overlook your visitors' engagement\" data-section=\"dont-overlook-visitor-engagement\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Don\u2019t overlook your visitors\u2019 engagement&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Two confessions: I hate the UX of most websites with display ads, and <a href=\"https:\/\/ahrefs.com\/blog\/seo-metrics-to-track\/#bounce-rate\">I often refer<\/a> to engagement metrics like bounce rate as vanity metrics.<\/p>\n\n\n\n<p>Yet I find the experience of browsing through Healthline smooth, with many nudges to keep me engaged with it longer. And I\u2019m sure its team does a great job of doing visitor engagement analysis and goal setting.<\/p>\n\n\n\n<p>There are three aspects worth taking a closer look at because SEO and UX are <a href=\"https:\/\/ahrefs.com\/blog\/seo-marketing-strategy\/#aligning-seo-with-other-disciplines\">closely intertwined disciplines<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Keeping ads in moderation<\/h3>\n\n\n\n<p>Display ads, pop-ups, and interstitials are usually a nightmare for many browsing experiences without an ad blocker. (Are you really a marketer if you\u2019re using&nbsp;one?)<\/p>\n\n\n\n<p>Healthline seems to have found a great balance between monetization and user experience. Especially on desktop, it doesn\u2019t stuff ads in between paragraphs, which I highly appreciate. I don\u2019t mind seeing the ads at the top of the content or on the&nbsp;side:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1723\" class=\"wp-image-156766\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-1.png\" alt=\"Ads layout on Healthline\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-1-493x425.png 493w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-1-768x662.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image16-1-1536x1324.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>The experience obviously gets worse on mobile, as there is no sidebar. But the ads within the content still aren\u2019t overwhelming. It also applies to pop-ups, as I only recall getting one for an email newsletter subscription, which is totally OK from time to&nbsp;time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Infinite scrolling<\/h3>\n\n\n\n<p>A lot of Healthline articles use an infinite scroll feature where you seamlessly \u201cflow\u201d into reading another article related to the one you landed on. The URL changes as you go&nbsp;along.<\/p>\n\n\n\n<p>For example, here\u2019s an ending of a Beetroot 101 article that flows into the health benefits of beets with an ad in between:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1954\" height=\"1772\" class=\"wp-image-156767\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image18.jpg\" alt=\"Infinite scrolling example\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image18.jpg 1954w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image18-469x425.jpg 469w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image18-768x696.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image18-1536x1393.jpg 1536w\" sizes=\"auto, (max-width: 1954px) 100vw, 1954px\"><\/figure>\n\n\n\n<p>I got into reading some Healthline articles and sometimes didn\u2019t even realize that I was already reading another piece of content. It nails down the relevance, making the reader stay on the page longer, which naturally results in more monetization opportunities.<\/p>\n\n\n\n<p>Chances are that it\u2019s also a positive SEO signal, but we\u2019re getting into speculations here. No one officially confirmed signals like <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/dwell-time\">dwell time<\/a> to be a ranking factor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Truly related content suggestions<\/h3>\n\n\n\n<p>The key factor in keeping readers engaged with more content is the relevance of the suggestions. We already showed an example of infinite scroll, but Healthline also employs other content suggestion methods.<\/p>\n\n\n\n<p>There\u2019s a well-known \u201crelated reading,\u201d or as Healthline titles it, \u201cread this next\u201d section. For example, these are suggestions at the end of an article with the title \u201cHealthy Eating Is Human: Joys, Challenges, and 3 Things You Can&nbsp;Do\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1611\" height=\"1999\" class=\"wp-image-156769\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-2.png\" alt=\"&quot;Read this next&quot; section\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-2.png 1611w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-2-343x425.png 343w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-2-768x953.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image3-2-1238x1536.png 1238w\" sizes=\"auto, (max-width: 1611px) 100vw, 1611px\"><\/figure>\n\n\n\n<p>Looks good to me. What also looks good are its \u201crelated videos\u201d sections to provide content in different formats, like this one in between the list of the \u201chealthiest vegetables around\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"1999\" class=\"wp-image-156771\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image23.png\" alt=\"&quot;Related videos&quot; section\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image23.png 1432w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image23-304x425.png 304w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image23-768x1072.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image23-1100x1536.png 1100w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n\n\n\n<p>Being able to show video ads in there is just the cherry on the&nbsp;top.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Revive meta keywords; they can be useful\" data-section=\"revive-meta-keywords\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Revive meta keywords; they can be useful<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The great relevance of all the suggested articles and videos we just covered makes me wonder how Healthline manages to do that. It\u2019s unlikely that it selects these manually at this&nbsp;scale.<\/p>\n\n\n\n<p>I encountered what seems to be a multi-level system of content tagging that could play a big role in creating this content recommendation system.<\/p>\n\n\n\n<p>Healthline uses a combination of different meta tags, like on this page about losing weight:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1265\" class=\"wp-image-156773\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22.png\" alt=\"Example of Healthline's meta tags\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22-672x425.png 672w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22-768x486.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image22-1536x972.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Screenshot and HTML code taken from Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a> crawl&nbsp;data.<\/figcaption>\n<\/figure>\n\n\n\n<p>Yes, the long-dead <a href=\"https:\/\/ahrefs.com\/blog\/meta-keywords\/\">meta keywords<\/a> can still be encountered. While they don\u2019t play any role in rankings (at least not for Google), they can come in handy for tagging the topics of each piece of content to create an internal topical hierarchy. Some advanced CMSes (<a href=\"https:\/\/ahrefs.com\/blog\/headless-cms-seo\/\">like the headless ones<\/a>) recommend doing it for this purpose too.<\/p>\n\n\n\n<p>The sailthru.tags is a meta tag for categorization and user interest tracking <a href=\"https:\/\/getstarted.sailthru.com\/site\/personalization-engine\/meta-tags\/\">used for a personalization engine<\/a>. Healthline takes catering to search intent and users\u2019 interests very seriously.<\/p>\n\n\n\n<p>I made an assumption that it\u2019s also serious about engagement tracking and goal setting. Well, there are lots of custom dimensions it sends to its Google Analytics, including these content tags:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1908\" height=\"1788\" class=\"wp-image-156775\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-2.png\" alt=\"Healthline is collecting a lot of custom dimension data\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-2.png 1908w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-2-454x425.png 454w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-2-768x720.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image4-2-1536x1439.png 1536w\" sizes=\"auto, (max-width: 1908px) 100vw, 1908px\">\n<figcaption class=\"wp-element-caption\">Screenshot taken from the <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/dataslayer\/ikbablmmjldhamhcldjjigniffkkjgpo\">dataslayer tool<\/a> added to Chrome Developer Tools.<\/figcaption>\n<\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Get inspiration from this E-E-A-T signaling masterclass\" data-section=\"eeat-signaling-masterclass\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Get inspiration from this E-E-A-T signaling masterclass<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>It will hardly surprise anyone that a successful website with 100% YMYL content excels in signaling <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T<\/a>. But there are many aspects of this worth bringing up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Most relevant authors and reviewers<\/h3>\n\n\n\n<p>It should go without saying that your authors should be qualified to cover their assigned topics, especially in YMYL niches. Healthline does a great job&nbsp;here.<\/p>\n\n\n\n<p>It has a team of in-house writers and guest freelancers with various qualifications related to health and medicine. These people don\u2019t necessarily need to be experts in a certain topic, but their backgrounds ensure that they can put together <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">great content<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"857\" class=\"wp-image-156777\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-1.jpg\" alt=\"Healthline author profile\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-1.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-1-680x292.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-1-768x329.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image11-1-1536x659.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Then the experts come into play in the medical review. In this example, there\u2019s no one more qualified for the job than an ophthalmologist:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"885\" class=\"wp-image-156778\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-3.png\" alt=\"Healthline reviewer profile\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-3.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-3-680x301.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-3-768x340.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image8-3-1536x680.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.healthline.com\/about\/medical-team\">Healthline\u2019s medical team<\/a> consists of four divisions that create a huge professional network with expertise for likely any medical topic you can think&nbsp;of:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1839\" height=\"1999\" class=\"wp-image-156780\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image19.png\" alt=\"Healthline's medical team divisions\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image19.png 1839w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image19-391x425.png 391w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image19-768x835.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image19-1413x1536.png 1413w\" sizes=\"auto, (max-width: 1839px) 100vw, 1839px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Awards, accomplishments, citations, and backlinks of authors and reviewers<\/h3>\n\n\n\n<p>We have all encountered a few doctors that left us wondering how they even finished med school. Having a diploma is simply just a prerequisite. Given that E-E-A-T is largely about backlinks and references, it\u2019s likely a good idea to get people with a successful track record.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/twitter.com\/Marie_Haynes\/status\/966325146968559616<\/div>\n<\/figure>\n\n\n\n<p>Everyone I clicked on Healthline seems to have great professional backgrounds and credentials:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1866\" class=\"wp-image-156782\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-2.png\" alt=\"Healthline's reviewer bio example\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-2-455x425.png 455w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-2-768x717.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image6-2-1536x1434.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Diving into stuff like <a href=\"https:\/\/en.wikipedia.org\/wiki\/H-index\">h-index<\/a> or other author-level metrics seemed like an overkill here, so I at least looked up a few authors and reviewers in Google Scholar. Almost everyone returned relevant papers and articles from the Scholar index.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1100\" class=\"wp-image-156783\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image17.png\" alt=\"Google Scholar returning results for Healthline's editorial team member\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image17.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image17-680x374.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image17-768x423.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image17-1536x845.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>All of these things in academia are basically like backlinks in SEO. I won\u2019t be surprised if all the data we\u2019re showing here was interconnected on the entity level and that Google took it into consideration not only for enhancing the <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Knowledge Graph<\/a> but also for rankings.<\/p>\n\n\n\n<p>Speculations aside, Healthline already has all the highly authoritative backlinks that are so needed in this niche. We all expect that. But I took a look at a few personal websites from the Healthline\u2019s editorial team and found some nice backlink profiles that signal E-E-A-T too:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1418\" class=\"wp-image-156785\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image26.png\" alt=\"Backlink profile of Healthline's writer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image26.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image26-599x425.png 599w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image26-768x545.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image26-1536x1090.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Screenshot taken from the <strong>Referring domains<\/strong> report in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<p>The takeaway is that the direct backlink profile is undoubtedly most important, but you can\u2019t go wrong featuring great content from someone who already has a proven track record.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Meticulously describing editorial processes<\/h3>\n\n\n\n<p>Healthline has the most detailed and open documentation about its editorial processes, monetization, product selection, integrity, etc., that I\u2019ve ever&nbsp;seen.<\/p>\n\n\n\n<p>You can access all of this from its <a href=\"https:\/\/www.healthline.com\/about\/about-us\">About page<\/a> with a click or&nbsp;two.<\/p>\n\n\n\n<p>For example, here\u2019s an excerpt from its <a href=\"https:\/\/www.healthline.com\/about\/product-selection-process\">\u201cproduct selection process\u201d page<\/a> that clearly signals the trustworthiness of its recommendations:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1032\" class=\"wp-image-156788\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-2.jpg\" alt=\"Excerpt from Healthline's product selection process page\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-2.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-2-680x351.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-2-768x396.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image2-2-1536x793.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Adding a list of sources and references<\/h3>\n\n\n\n<p>Listing your sources is a great way to show the reader that the content is based on trustworthy information. Healthline includes those at the end of articles:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1784\" height=\"1999\" class=\"wp-image-156790\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image28.png\" alt=\"Healthline article's list of sources\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image28.png 1784w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image28-379x425.png 379w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image28-768x861.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image28-1371x1536.png 1371w\" sizes=\"auto, (max-width: 1784px) 100vw, 1784px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Keeping the history of edits and reviews<\/h3>\n\n\n\n<p>Health is one of those niches where almost no content can be considered evergreen. New research can sometimes even flip existing findings and best practices around.<\/p>\n\n\n\n<p>Next to the Sources tab, Healthline also shows the History tab where we can see who has done what with the content and&nbsp;when:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1935\" height=\"1999\" class=\"wp-image-156792\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image21.jpg\" alt=\"Healthline's History section\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image21.jpg 1935w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image21-411x425.jpg 411w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image21-768x793.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image21-1487x1536.jpg 1487w\" sizes=\"auto, (max-width: 1935px) 100vw, 1935px\"><\/figure>\n\n\n\n<p>Anthony Machi from Healthline\u2019s SEO team <a href=\"https:\/\/www.youtube.com\/watch?v=SjN7xkkfnHE&amp;t=330s\">said<\/a> that they already had a 50:50 split for publishing new and updating old content back in&nbsp;2022.<\/p>\n\n\n\n<p>I can imagine that they already spend more time on the updates now. The number of new pieces published is significantly down recently when looking at the past five&nbsp;years:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1328\" class=\"wp-image-156794\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image27.png\" alt=\"Healthline's publishing rate\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image27.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image27-640x425.png 640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image27-768x510.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/04\/image27-1536x1020.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\n<figcaption class=\"wp-element-caption\">Screenshot taken from Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a>.<\/figcaption>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Even though I spent many hours analyzing Healthline\u2019s website from all sorts of angles, I\u2019m sure there are many interesting SEO insights I still haven\u2019t uncovered.<\/p>\n\n\n\n<p>It\u2019s a website anyone can take inspiration from to improve their own SEO and content game regardless of the niche they\u2019re in.<\/p>\n\n\n\n<p>Got any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Healthline is owned by media giant company Red Ventures, which has a whole RVO Health subdivision comprising many domains in this YMYL niche. One of them is also Medical News Today that you can see among the biggest players<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[375],"class_list":["post-156725","post","type-post","status-publish","format-standard","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Healthline&#039;s Content Anatomy: 5 SEO Insights to Learn From<\/title>\n<meta name=\"description\" content=\"Healthline is one of the biggest health niche websites. 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