Achieving a 152% Growth in Visibility for 500 Target Keywords for Vitabiotics

Partnering with Vitabiotics

Vitabiotics is the UK’s leading vitamin and supplement supplier, offering a range of premium products suitable for every stage of life. They initially approached us seeking a Growth Plan to support their business strategy before becoming a full-time client. As a result of our recommendations, they experienced rapid growth.

The Challenge

As Vitabiotics heavily rely on their industry-leading position, we worked with them to understand how a new generation of customers that didn’t know about their products are searching to better align their website. We also collaborated with third-party experts to lend credibility and authority to the digital PR strategy. These experts helped craft creative mailers tailored to Vitabiotics' key product categories, such as pregnancy, kids' vitamins, energy, and other high-priority areas. 

Our aim was to:

1. Provide clear and authoritative pages and content for this audience
2. Build links in reputable, recognised publications that Vitabiotic’s main demographic trusts
3. Create new, commercially-focused page templates for products by need and ingredient 

Our Strategy

SEO

Whilst Vitabiotics heavily rely on their industry-leading position, we worked with them to understand how a new generation of customers that didn’t know about their products are searching to better align their website. We built on their strong brand trust and increased their reach by focusing on growing organic traffic through non-brand searches in the highly competitive ‘your money, your life’ (YMYL) space and created carefully considered page templates to deliver a more comprehensive and helpful experience than our competitors. Our key actions focused on creating new, commercially focused page templates for two main areas: products by need and products by ingredient.

We also created a content calendar focused on topics related to our highest-priority PLPs and focused on external link-building efforts, targeting publications specifically relevant to each high-priority niche.

Digital PR

From a Digital PR perspective, we implemented a strategy that combined creative outreach with authoritative content to resonate with our target audience. This involved collaborating with third-party experts to lend credibility and authority to the campaign by developing creative mailers tailored to Vitabiotics' key product categories, such as pregnancy, kids' vitamins, energy, and other high-priority areas. 

The purpose of this was to educate and engage a health-conscious but non-expert audience by focusing on the problem the product solves, such as difficulties falling asleep, rather than the product itself. By aligning this with key seasonal events, we ensured our releases were timely and relevant to journalists, advocated for the brand's products, and reached potential new customers.

By presenting information in a relatable and accessible format, we aimed to:

• Cement Vitabiotics as a trusted authority in its target categories.
• Increase the visibility of a carefully selected target list of 500 high-opportunity. keywords to strengthen Vitabiotics' search engine performance.