The brand sits at the intersection of 6 life stages × 6 SKU categories, with a curated affiliate-link product recommendation at the end of every page. Wirecutter-shape — no SKUs of our own at launch. Named UK RD + GP + strength coach + heavy-metals lab + EFSA-anchored content = the 10-signal trust matrix no incumbent fully ticks.
| Role | Who | What they sign off | Schema |
|---|---|---|---|
| Editor-in-Chief | UK Registered Nutritionist (AfN-registered, female, mid-40s) | All nutrition/supplement claims; protein calculator; recipes | Person + sameAs AfN public register |
| Medical Advisor | UK menopause-specialist GP (BMS-affiliated, NOT Louise Newson) | Perimenopause symptom pages; HRT-creatine-interaction page; the GP advice tone | Person + sameAs GMC + BMS |
| Strength Coach | UK Level-4 / BWF-certified coach | Strength-training-perimenopause; muscle-building-over-50; resistance-training advice | Person + sameAs CIMSPA/REPS |
| (Optional) Ayurvedic Practitioner | UK ayurvedic practitioner (women's health focus) | Ayurveda × perimenopause pillar; ashwagandha + shatavari content | Person + sameAs (ayurveda body) |
| Signal | BBC Good Food / Vogue / Marie Claire | Louise Newson | MyProtein / Wild Nutrition | Us |
|---|---|---|---|---|
| Named GP / clinical advisor | ❌ | ✅ | ❌ | ✅ |
| Named Registered Nutritionist | partial | partial | ❌ | ✅ |
| Informed Sport / quality certifications | n/a | n/a | partial | ✅ (review-based) |
| Heavy-metals lab data | ❌ | ❌ | ❌ | ✅ (quarterly) |
| EFSA-claim anchored | ❌ | partial | partial | ✅ |
| Female-positioned | partial | ✅ | partial | ✅ |
| Page-equals-product | ❌ | ❌ | ✅ | ✅ (affiliate-linked) |
reviewedBy schema | ❌ | partial | ❌ | ✅ |
| Original UK survey data | ❌ | ❌ | ❌ | ✅ (annual) |
| Quiz-driven personalisation | ❌ | ❌ | ❌ | ✅ |
The asymmetry: no incumbent ticks all 10. The brand is the only entity that can. That's the citation moat in concrete form.
| # | Page | Target vol | Why first |
|---|---|---|---|
| 1 | /perimenopause/best-supplements-uk/ | 2,400 | NO-NHS wedge attack |
| 2 | /creatine/for-women/ | 18,100 | Brand-defining anchor |
| 3 | /magnesium/glycinate-vs-citrate/ | 5,400 | NEW · AIO firing · direct conversion |
| 4 | /magnesium/glycinate-benefits/ | 14,800 | NEW · AIO + WIDE-OPEN (Healthspan only) |
| 5 | /protein/how-much-do-i-need-uk-calculator/ | 49,500 LOW | The gem |
| 6 | /creatine/when-to-take/ | 12,100 | NEW · WIDE-OPEN citation gem |
| 7 | /collagen/best-for-women/ | 9,900 | NEW · vendor listicle wall |
| 8 | /creatine/does-it-cause-hair-loss/ | 8,100 | NEW · AIO + persistent FUD |
| 9 | /magnesium/glycinate-side-effects/ | 8,100 | NEW · AIO + WIDE-OPEN |
| 10 | /magnesium/how-much-per-day/ | 8,100 | NEW · dosage trifecta |
| 11 | /creatine/side-effects/ | 22,200 | UK gap vs Mayo/Cleveland |
| 12 | /quiz/find-your-stack/ | — | Conversion engine |
| 13 | /perimenopause/symptoms/ | 60,500 | Top-of-funnel hub |
| 14 | /collagen/marine-vs-bovine/ | 3,600 | NEW · AIO firing |
| 15 | /creatine/and-hrt/ | 50 | SLEEPER · highest conv intent |
8 of 15 priority pages are NEW from the agent-wave deep dive. They reshape Day-1.