What is the biggest weakness of supplements / health products websites?

The biggest weakness for supplements / health products websites is AEO, with an average score of just 14 out of 100. This means most sites in this vertical have significant room for improvement in this area.

Supplements / Health Products Website Audit Report - AISO Studio

Overview

The supplements / health products industry faces a clear challenge online. Most websites in this space score well below what search engines and AI systems need to surface content. The average AISO score across all 210 sites is just 45 out of 100. That is a low bar. It also means there is a big opportunity for businesses that invest in their web presence now.

The strongest area for supplements / health products sites is SEO, with an average of 70. The weakest area is AEO, at just 14. According to Google's SEO documentation, sites that fail to meet basic technical standards risk losing visibility in both traditional and AI-powered search results.

What does this mean for your business? If your site scores above 45, you are already ahead of most competitors. If it scores below, you risk losing traffic to rivals who fix these issues first. According to the W3C Web Accessibility Initiative, accessible websites also reach a wider audience and reduce legal risk.

Key insight: 68% of supplements / health products websites score below 50. The majority of sites in this vertical are underperforming across multiple dimensions.

Summary Scores

AISO Score

SEO

Readability

Engagement

AEO

WCAG

Key Findings

68%

Score Below 50

More than half of sites in this vertical are underperforming.

34%

Missing Schema Markup

These sites have no structured data, making them harder for search engines and AI to understand.

20%

No Open Graph Tags

Without OG tags, shared links on social media appear without rich previews.

What This Means

These findings tell a simple story. Most supplements / health products websites were built without modern optimization in mind. They load, they look fine, but they fail to communicate with the systems that drive traffic today.

Search engines need structured data to understand your pages. AI answer engines need clear, direct answers to cite your content. Screen readers need proper HTML to serve users with disabilities. Missing any of these means missing out on visitors, customers, and revenue.

Key Takeaways

After analyzing 210 supplements / health products websites, here's what stands out most. These are the three most important points from the data.

Most sites score poorly overall. An average AISO score of 45 means the typical supplements / health products website misses more than half of what modern search and AI systems look for.
AEO is the weakest link. At just 14 on average, this dimension drags down overall scores. Fixing it first gives the biggest return.
Basic technical issues are widespread. 34% of sites lack schema markup. 20% have no Open Graph tags. These are quick wins that most sites have not addressed.

Bottom line: The supplements / health products industry is behind on web optimization. Early movers who fix these issues will gain a real edge in both search rankings and AI visibility.

How to Improve Your Score

Want to beat the average? Follow these steps in order. Each one builds on the last. Start with the basics and work your way up.

Step 1: Fix your technical SEO. Add a meta title, meta description, and canonical URL to every page. Add schema markup using JSON-LD. Add Open Graph tags so your links look good when shared. These changes take less than an hour and have an immediate impact.
Step 2: Improve readability. Rewrite your main pages at an 8th grade reading level. Use short sentences. Use simple words. Break up long paragraphs. According to Google, clear and simple content performs better in search results.
Step 3: Add engagement elements. Use headings, bullet lists, bold text, and blockquotes. Add images with descriptive alt text. Make your content easy to scan. Visitors decide within seconds whether to stay or leave.
Step 4: Optimize for AI engines. Add a FAQ section to your key pages. Use direct answer formats. Define what your business does in one clear sentence at the top of your homepage. AI systems like ChatGPT and Perplexity prefer content that gives a straight answer.
Step 5: Check accessibility. Run a WCAG audit. Ensure all images have alt text. Check that color contrast meets minimum ratios. Use semantic HTML elements like headings, lists, and landmarks. According to the W3C, over one billion people worldwide live with some form of disability.

Score Distribution

The charts below show how scores are spread across all 210 sites. The histogram groups sites by score range. The grade chart shows how many sites earned each letter grade. A score of 80 or above earns an A. Below 30 is an F.

AISO Score Ranges

0-9

10-19

20-29

30-39

40-49

50-59

60-69

70-79

80-89

90-99

Grade Distribution

0 (0%)

6 (3%)

61 (29%)

143 (68%)

Dimension Breakdown

Average scores across all 210 supplements / health products websites for each scoring dimension.

SEO

Readability

Engagement

AEO

WCAG

Full Results

The table below lists all 210 websites ranked by their overall AISO score. Each row shows the total score, letter grade, and individual dimension scores. Use it to see how sites in the supplements / health products space compare against each other.

Domains are partially blurred to protect privacy. Scores range from 0 to 100. Higher is better.

#	Domain	Score	Grade	SEO	Read.	Eng.	AEO	WCAG
1	intermount****************	66	C	97	21	95	43	89
2	spring***********	64	C	97	46	60	30	100
3	thenutri*************	64	C	67	62	83	25	89
4	prohealth***************	63	C	94	46	75	30	76
5	leankit*************	63	C	94	42	90	30	64
6	pharmsou**************	60	C	87	48	80	25	67
7	matsunn************	59	D	87	33	75	25	87
8	nutrah***********	59	D	75	51	80	18	79
9	nature***********	58	D	81	59	55	18	83
10	simpleenou******************	58	D	79	70	70	10	55
11	dermaz*********	58	D	80	41	65	30	82
12	william*************	58	D	84	54	85	10	57
13	puri*******	58	D	76	57	78	18	65
14	healthspan******************	57	D	82	33	70	25	89
15	vcho*******	57	D	84	57	78	25	38
16	summitwel**************	56	D	82	22	75	18	100
17	apexp********	56	D	80	56	73	10	64
18	coastalphar*******************	56	D	81	41	80	18	66
19	makersn************	56	D	97	27	80	25	60
20	heritagen****************	56	D	84	41	75	30	55
21	firstpriori*******************	56	D	74	48	75	18	73
22	avantemed**************	55	D	77	37	75	10	89
23	gmpl*******	55	D	92	26	70	10	96
24	campbell**************	55	D	79	43	75	10	75
25	balc*******	55	D	84	30	80	18	73
26	wvtou********	55	D	76	67	80	18	24
27	nutra*********	54	D	97	21	75	37	48
28	monarchwelln*********************	54	D	69	42	58	25	87
29	bozeman*************	54	D	72	44	65	10	88
30	nonamen************	54	D	67	53	58	10	90
31	healthnu**************	54	D	74	58	55	0	88
32	vitalit************	54	D	87	39	85	30	23
33	alaskasp**************	53	D	92	32	80	10	59
34	impactnu**************	53	D	62	71	80	18	23
35	belcar***********	53	D	91	27	80	25	50
36	swanson************	53	D	84	55	70	18	34
37	vitami*********	53	D	79	35	85	45	19
38	ccnp******	53	D	67	38	80	10	83
39	jwnutr***********	53	D	87	24	65	26	73
40	canyons***********	52	D	81	34	60	18	80
41	wellnessph*****************	52	D	82	27	73	10	81
42	mediv*********	52	D	94	40	73	18	33
43	southcountyw********************	52	D	94	25	70	33	40
44	clarityh*************	52	D	65	52	50	10	90
45	dcnutr*********	52	D	72	40	63	18	75
46	locations.*****************	51	D	71	58	63	18	38
47	alaskapre**************	51	D	64	45	75	18	57
48	thesyner*************	51	D	89	48	70	18	21
49	vraform************	51	D	89	32	80	10	47
50	newp******	51	D	72	48	60	10	73
51	clarkprofes******************	51	D	69	26	75	10	89
52	sunli********	51	D	84	50	63	10	44
53	madein**********	51	D	74	37	60	10	86
54	ameri********	51	D	69	48	50	18	80
55	nutrition***************	51	D	69	45	85	10	49
56	nutricr***********	51	D	82	20	56	33	78
57	allabo***********	50	D	81	52	73	10	29
58	actnatu*************	50	D	64	55	73	25	24
59	aths*******	50	D	56	58	70	10	57
60	wholehealt*****************	50	D	77	59	33	0	90
61	natural***********	50	D	62	40	80	10	67
62	planetn************	50	D	74	46	80	25	15
63	naturalm*************	50	D	79	47	55	10	65
64	ofallon*************	50	D	92	43	68	10	37
65	ncnutr***********	50	D	76	45	45	18	71
66	sccom*********	50	D	67	27	85	10	69
67	rxps*****	50	D	72	41	53	18	76
68	presc*********	49	F	82	16	73	20	68
69	hsmnu*******	49	F	84	39	80	10	32
70	pioneerhe**************	49	F	67	20	80	10	86
71	vitaq********	49	F	89	17	80	25	38
72	cicr*****	49	F	82	11	70	10	92
73	business.**************	49	F	54	49	60	10	80
74	theapot************	49	F	82	24	58	10	86
75	vegasdisco****************	49	F	69	67	50	10	46
76	hamptonna**************	49	F	69	52	80	10	25
77	thevital**************	49	F	84	34	90	10	22
78	sweetgra**************	49	F	82	26	80	10	57
79	biovat***********	49	F	65	27	70	18	78
80	askhea***********	49	F	55	49	80	10	54
81	steuart*************	48	F	79	46	40	23	54
82	vita-********	48	F	74	43	60	18	44
83	winutr*********	48	F	72	19	68	18	78
84	nutrabo***********	48	F	72	20	58	10	100
85	studiora*************	48	F	81	19	78	18	54
86	blbio*******	47	F	84	36	70	18	25
87	arnet*******	47	F	89	0	90	30	32
88	actu*****	47	F	79	39	75	18	19
89	riorda***********	47	F	86	38	80	10	18
90	naturop***********	47	F	82	17	55	10	91
91	yourhealt**************	47	F	71	57	70	10	17
92	midameric****************	47	F	50	40	60	10	89
93	granitest***************	47	F	54	45	58	10	73
94	master**********	47	F	62	41	50	26	58
95	greenemoun*****************	47	F	62	41	53	10	75
96	akfamil*************	46	F	66	42	50	10	67
97	robinso***********	46	F	64	47	75	18	18
98	goodnutri***************	46	F	66	41	50	10	67
99	pure*******	46	F	79	43	73	10	17
100	kynu*******	46	F	56	56	50	10	58
101	cornerston****************	46	F	64	46	75	0	46
102	web.sioux****************	46	F	42	71	60	10	40
103	citydru*************	46	F	69	42	53	10	62
104	nutrit**********	46	F	52	51	35	18	82
105	store*********	45	F	74	36	55	28	33
106	kennys*********	45	F	67	25	50	10	88
107	business*************	45	F	63	40	68	10	44
108	wyomingp**************	45	F	71	52	63	10	21
109	thevitamin******************	45	F	64	31	50	10	80
110	yellow***********	45	F	81	36	65	10	33
111	sunsour************	45	F	55	44	55	10	67
112	ir.us*******	45	F	62	30	56	18	70
113	nutri********	45	F	57	31	80	10	50
114	business.c******************	44	F	74	16	68	10	67
115	paramounthe******************	44	F	79	0	55	18	88
116	essentia**************	44	F	74	13	80	10	50
117	botanics**************	44	F	64	36	61	10	54
118	relianc************	44	F	76	23	73	10	44
119	healthy*************	44	F	74	54	23	0	76
120	powellp***********	44	F	50	27	58	10	91
121	clarksp*************	44	F	57	37	35	20	80
122	emeral**********	43	F	84	0	90	25	24
123	vitamin***********	43	F	54	57	60	10	26
124	valley***********	43	F	69	38	60	18	29
125	conqu********	43	F	61	57	40	8	43
126	nutra*******	43	F	66	48	60	10	27
127	medicin************	43	F	57	55	40	8	53
128	standar************	43	F	72	32	80	10	19
129	waynea***********	43	F	59	46	68	10	28
130	citys********	43	F	69	17	75	10	52
131	totalhe***********	43	F	74	33	68	18	16
132	aznutr***********	42	F	69	54	45	8	26
133	bluegr*********	42	F	76	25	65	10	37
134	nutrispor**************	42	F	82	0	55	10	83
135	select*********	42	F	70	26	40	16	70
136	smith********	42	F	49	53	48	10	50
137	scfutur***********	42	F	49	38	50	10	70
138	earthscr*************	42	F	84	18	50	10	56
139	nutri********	42	F	74	27	60	10	44
140	evex*******	42	F	91	18	80	10	9
141	pharm*********	41	F	74	13	55	18	53
142	niemag*********	41	F	69	0	70	10	75
143	cataly***********	41	F	69	34	55	10	41
144	biminip************	41	F	69	26	73	10	28
145	dakot*******	41	F	62	42	68	10	18
146	newgensu*************	41	F	71	16	60	20	46
147	wbble*******	41	F	87	15	78	10	17
148	bali******	41	F	87	0	58	10	69
149	mountainhi*****************	41	F	57	59	23	0	67
150	hale******	41	F	70	0	58	10	89
151	purenu**********	40	F	74	36	60	10	15
152	pharmac*************	40	F	40	48	28	10	80
153	performi**************	40	F	37	34	68	18	45
154	mike*******	40	F	52	58	48	10	21
155	smpnu*******	40	F	89	0	90	10	15
156	voxnut**********	40	F	94	0	70	10	35
157	eaglel**********	39	F	74	27	53	15	26
158	orthomolec****************	39	F	64	31	65	18	11
159	abastecki****************	39	F	54	37	50	10	46
160	synbiot************	39	F	45	45	75	10	13
161	grapevinehe********************	39	F	62	11	50	10	80
162	solutionsm****************	39	F	74	28	45	8	47
163	pharmaceuti******************	38	F	74	23	55	18	16
164	novus*******	38	F	86	0	70	10	35
165	nutritiona******************	38	F	37	46	35	0	80
166	solis********	38	F	50	38	55	10	35
167	nutrish***********	38	F	52	32	35	10	73
168	enig******	38	F	74	0	45	10	83
169	midwestag***************	38	F	54	21	68	10	43
170	montanagl**************	38	F	69	30	50	10	33
171	cpc****	38	F	57	26	50	18	46
172	carolinaint********************	38	F	66	30	55	10	28
173	novitan************	38	F	69	0	75	10	46
174	jinher*********	37	F	47	39	65	18	9
175	willingsn****************	37	F	94	0	75	10	10
176	famehea***********	37	F	84	6	75	16	3
177	cyano********	37	F	52	23	65	10	42
178	terrynatu**************	37	F	60	0	51	10	86
179	phle*****	36	F	67	14	50	18	38
180	bgnutrit*************	36	F	69	0	80	10	26
181	floridas*************	36	F	50	29	40	0	71
182	vitali***********	36	F	67	8	58	10	44
183	explodi************	36	F	84	0	75	10	16
184	davinc*********	36	F	64	16	58	10	39
185	dominantn***************	36	F	49	15	80	10	29
186	mypayle***********	35	F	60	23	35	10	57
187	vesta*********	35	F	81	15	60	10	10
188	medic*******	35	F	42	4	65	10	73
189	plazala*************	35	F	81	0	50	10	42
190	inwm******	34	F	47	0	43	25	70
191	asimplywh***************	34	F	64	32	60	0	9
192	respectma***************	34	F	69	0	50	10	56
193	garnersn**************	34	F	49	34	48	0	40
194	flin*****	33	F	56	22	61	10	15
195	noraapo***********	33	F	54	0	53	10	67
196	commandnu**************	33	F	59	16	35	10	57
197	ahfvit*********	32	F	69	0	73	10	13
198	altaheal**************	31	F	32	47	25	10	38
199	smk-g*********	30	F	71	0	50	10	22
200	gannet***********	30	F	76	9	30	0	44
201	formu********	29	F	45	32	35	0	30
202	simpso*********	28	F	72	17	40	0	6
203	solutions**************	28	F	69	0	50	10	14
204	web.sri***********	28	F	64	0	58	10	8
205	natureswa***************	27	F	52	0	50	10	33
206	marl******	26	F	37	26	28	10	31
207	walm*******	24	F	30	19	0	8	80
208	allyn********	18	F	37	0	0	8	60
209	nasco*******	12	F	10	31	0	0	13
210	online.f**************	12	F	15	0	8	0	50

Frequently Asked Questions

What is the average AISO score for supplements / health products websites?

The average AISO score for supplements / health products websites is 45 out of 100. This is based on a scan of 210 sites in the ecommerce & retail industry. The score combines five dimensions: SEO (70), readability (32), engagement (62), AEO (14), and WCAG accessibility (52).

How do supplements / health products websites perform on accessibility?

The average WCAG score is 52 out of 100. Many supplements / health products websites still lack basic accessibility features like alt text on images, proper heading structure, and sufficient color contrast. Improving accessibility helps you reach more users and reduces legal risk.

Are supplements / health products websites ready for AI search engines?

Not yet. The average AEO score is 14 out of 100. AI engines like ChatGPT, Perplexity, and Google AI Overview need structured data, FAQ sections, and direct answer formats to cite a website. Currently, 34% of supplements / health products sites have no schema markup at all.

What is the biggest weakness for supplements / health products websites?

The weakest dimension is AEO, with an average score of just 14. This represents the area where supplements / health products websites have the most room to grow. Focusing improvement efforts here will have the largest impact on overall scores.

How can I check my own website's score?

You can run a free audit on any website using AISO Studio. Enter your URL and get a full breakdown of your SEO, readability, engagement, AEO, and WCAG scores in under a minute. No signup required.

Methodology

We score each website across five areas. The AISO Score is a weighted mix of all five. It shows how well a site works for both people and AI systems. Here is what each area measures.

SEO checks meta tags, schema markup, headings, and other signals search engines use to crawl and index pages.
Readability looks at sentence length, word complexity, and plain language. Higher scores mean easier reading.
Engagement counts headings, lists, bold text, images, and other elements that make content easy to scan.
AEO checks if AI engines can find and cite the content. It looks for FAQ sections, direct answers, and structured data.
WCAG tests for color contrast, alt text, ARIA labels, and proper HTML. It follows the W3C accessibility guidelines.

SEO (Technical Search Optimization)

Checks meta titles, descriptions, canonical URLs, schema markup, Open Graph tags, heading structure, and other signals that help search engines crawl and index a page.

Readability

Measures the Flesch Reading Ease score, average sentence length, and word complexity. Higher scores mean the content is easier for the public to read and understand.

Engagement

Looks at content formatting: headings, lists, bold text, blockquotes, images, and other elements that make content easy to scan and read.

AEO (AI Engine Optimization)

Checks how well content is set up for AI answer engines like ChatGPT, Perplexity, and Google AI Overview. Looks for direct answer formats, FAQ sections, and clear definitions.

WCAG (Accessibility)

Tests for Web Content Accessibility Guidelines compliance: color contrast, alt text, ARIA labels, semantic HTML, and keyboard navigation support.

How Does YOUR Supplements / Health Products Website Score?

The average supplements / health products website scores 45/100. Run a free audit to see where you stand and get actionable recommendations to improve your search visibility, AI readiness, and accessibility today.

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