Back in September, I wrote about bringing new users to Hivethrough outward-facing niche blogs, including one called @over60health.

Health has long been an interest of mine. I studied human biology, biology, and child development at school and college. More recently, I led a community-based peer education Expert Patient Programme, helping people with long-term health conditions such as diabetes make lifestyle changes that improved their quality of life. Working with community groups, we provided more than 2,000 places for people across inner-city London boroughs.

Last year, after some poor blood test results and increasing pressure from my GP surgery to take statins, I wondered: Can I do a heart-healthy no-buy month? Later, following minor surgery, I started using the NHS Active10 app to support a more active lifestyle.

Being slightly nerdy, I loved tracking the results — and now I’m up to 313 days of heart-healthy eating and 306 days of maintaining an active lifestyle.

I was intrigued by the interest shown in the posts I wrote at the time, and frustrated by the minimal support that is available from the NHS to make lifestyle changes. We all know what to do: eat well, move more, sleep better. How to make those changes and build them into daily life is a different challenge.

There are plenty of wellness blogs out there. Wellness itself is a growing industry valued at $6.3T in 2023. But many fall between two stools: either overly clinical or overly woo-woo, and neither reflects the reality of building small, consistent habits over time.

Drawing on my experience running the Saturday Savers Club for five years on the @eddie-earner account, I felt there was a gap for a low-key, community-based niche blog focused on ageing well and enjoying life.

I'm planning @over60health as an outward-facing blog designed to attract new users to Hive. I’ve been thinking about two things: a simple outreach approach using A6 postcards with a QR code, and a planned SEO internal structure for the blog.

Outreach

I wanted a simple, tactile, adaptable physical object I could use for outreach. In previous community based work, I've used A6 postcards with great success. These are multi-purpose and function as business card and flyer, as well as being good for personal messages and sending through the post.

Working with Stuart at Agency Four in Leicester, we came up with the following design:

Front Face of the Outreach Postcard with url and QR code. I have some dilemmas: the formal title for this area of health is Lifestyle Medicine. I'm wondering whether to use that or Lifestyle Health, which I prefer (the postcard can be easily changed).

Reverse Face of the Outreach Postcard (mainly blank white) with space for messages, phone numbers etc.

Each postcard has the url and a QR code that points to the blog. If I want to get fancy, I can add stickers, smellies or feelies to the cards. I prefer the tactile finish of satin or matt surfaces. The postcards are small enough to fit into a bag or a pocket and big and sturdy enough not to get lost.

I generally build a two-year time frame for outreach, with results exponentially increasing over that time through network effects. There's a slow trickle to start, then by twenty-four months, with sustained low-key outreach, this can increase to substantial numbers.

Search Engine Optimisation (SEO)

There's a lot of outdated garbage around about SEO and you can spend hours picking your way through it. It seems to me there are three key points to SEO planning: picking a niche, deciding your philosophy and tone and planning a clear structure so visitors can easily find their way around.

Picking a Niche

Probably the biggest difference between most blogs on Hive (including this one) is that they, with rare exceptions, tend to be a portmanteau collection of diverse interests. Here I write about savings, crypto, health, knitting, cherry pickers and many other things. This has its own value from a conversational, community relationship base, but is difficult to use to attract new audiences coming through search which tend to be looking for specific topics and search intentions. That tends to require niche blogs.

The niche I've chosen is over 60s health, with a focus on lifestyle health - everyday changes that you can make to your lifestyle to improve your health and which ideally don't cost a lot of money. It's primarily directed at the UK and its health systems and policies but many of the broader principles are applicable much more widely.

I'm aiming to sit between clinicians with a dry "eat well, move more, sleep better" and no clue how to get there approach and wellness influencers with lots of ideas about how to get there with sometimes dubious claims and often a financial outlay. We have quite a history in the UK of community-based initiatives like the Expert Patient Programme, Health Trainers and Community Health Champions which aim to sit alongside people making small changes over time that benefit their health - I'm aiming to follow in this tradition.

Philosophy and Tone

One of the challenges I've found researching SEO is the pull into corporate language and SEO optimisation. Words like "horizon" and "longevity" started appearing in search results and discussions with AI agents. I'm looking for the blog to be SEO-friendly but not so SEO-ed that it becomes flat and inaccessible.

I'm aiming for an everyday, conversational tone, which is often about a personal journey - what I've tried, what I found, where I got information, what made sense for me with my lifestyle - in everyday life language.

I'm also aiming to build a new audience for Hive, so I'll be using some of the techniques we used in Saturday Savers Club to build an engaged community around savings and the EDSI savings and income token. Saturday Savers Club had a very low bar to entry - turn up and comment with your savings progress on the weekly post. It worked very well.

Clear Hub and Spoke Structure

One of the main things for SEO these days seems to be not just incorporating responses to search terms and intentions (looking for information, wanting to buy), but having a clear structure for the blog, with internal links showing how different posts relate to each other in a hierarchy.

A good early structure is the Hub and Spoke model with "Hub" or "Pillar" posts that link to clusters of posts in a similar category. Posts in the cluster link upwards to their hub post, sideways to other relevant posts in the cluster and maybe downwards to more detailed posts within that topic.

This provides good navigation for visitors - they can quickly find their way around the blog and what interests them. This tends to increase time on the blog and return visits. PeakD provides an option to pin a post in your blog, creating a visible placeholder for your contents page.

Hierarchy seems to be important for search engine crawlers, helped by using headings (H1, H2, H3) consistently and with a clear linking structure as described above. This also seems to help meet Google's EEAT quality framework - experience, expertise, authority and trustworthiness.

I've set out the SEO structure for @over60health below, including my first 15-20 blogs to create content foundation, followed by an annex about EEAT.

Blog SEO Architecture

Healthy Aging Over 60: Small Habits for Better Living — Start Here - Page Title (Primary Hub Page - Pinned in Blog)

H2 Welcome and Introduction 150–250 words including Google search phrases like:

• healthy aging
• adults over 60
• independence
• mobility
• lifestyle health
• chronic disease prevention
• healthy habits
• ageing well

H2 Healthy Ageing Over 60 — Start Here

• Link to What is Lifestyle Health - foundational explainer page
• Link to Why this matters after 60 - urgency + relevance (strong SEO anchor)
• Link to 5 Tiny Habits That Help You Age Better - first “actionable” post
• Link to Lifestyle Health FAQs - responds to key search terms
• Link to How to join and comment → community layer (community engagement)

H2 Community Topics for Healthy Ageing

H3 Eating Well (hub post with topic index and links to topic posts)

• Link to Healthy Eating after 60
• Link to The Mediterranean Diet and Its Friends
• Link to Protein Needs after 60

H3 Moving More (hub post with topic index and links to topic posts)

• Link to Strength Training After 60 (safe basics)
• Link to Mobility and Joint Health
• Link to Walking for Longevity

H3 Sleeping Better (hub post with topic index and links to topic posts)

• Link to Why Sleep Changes After 60
• Link to How to Improve Sleep Quality Naturally
• Link to Waking at 3am: Tiny Habits That Can Help

H3 Reducing Stress (hub post with topic index and links to topic posts)

• Link to Brain Health and Healthy Ageing
• Link to Stress and Ageing: What Actually Happens
• Link to Simple Relaxation Techniques

H3 Social Connection & Purpose (hub post with topic index and links to topic posts)

• Link to Loneliness and Health After 60
• Link to Why Purpose Matters for Longevity
• Link to Making New Friends After 60

H3 Living Well on a Budget (hub post with topic index and links to topic posts)

• Link to Low Cost Habits that Make a Difference to Everyday Health
• Link to Staying Active Without Spending Much (or Anything At All)
• Link to How to Do a Healthy Eating No Buy Month

H3 Living Well with Health Conditions (hub post with topic index and links to topic posts)

• Link to Managing Pain: Small Changes That Can Help
• Link to Energy, Pacing and Listening to Your Body
• Link to Tiny Habits That Help When You Have A Health Condition

👉 Each post should link:

• up to the Start Here/Hub and Index pages AND
• sideways across siblings
• downwards if there are more in-depth or topic posts.

H2 Search Links to Search post with tag table and link to https://tools.crypto-dreamr.com/backlinks for post search.

H2 Index - blog map - url added to profile

• chronological index OR topic index
• helps crawling and discovery
• shows breadth and authority

H2 Disclaimer

Content is provided for educational, informational, and community engagement purposes only. It is not intended to diagnose, treat, cure, or replace individual medical advice. Always consult a qualified healthcare professional before making changes to your health, medication or treatment plan.

H2 About the Author

• Important for trust (E-E-A-T).
• Who you are (experience/background)
• Why you focus on over-60s
• What your philosophy is (lifestyle medicine approach)

Annex: EEAT

E-E-A-T is a Google quality framework used to evaluate content quality, especially important in health topics like Lifestyle Medicine. It stands for:

E = Experience

Does the content show real-world, lived experience?

• Personal application
• Work or voluntary xperience
• Practical insights (not just theory)

E = Expertise

Does the author demonstrate subject knowledge?

• Understanding of key areas
• Accurate, well-informed explanations
• Clear reasoning (not vague advice) and references

A = Authority

Are you recognised as a credible source? Influenced by:

• experience, studies and qualifications
• consistent publishing in a niche / backlinks / mentions
• clear topical focus

T = Trustworthiness

Is the content safe, honest, and reliable. Includes:

• no misleading claims
• transparency about uncertainty
• citing evidence where appropriate
• clear authorship (“who is writing this and why should I trust them?”)