NaturaWit is an online store that offers a wide range of dietary supplements, healthy foods, and vitamins.
In April 2020, the client reached out to us, asking to help them increase the online store’s visibility and generate more organic traffic using through a customized SEO strategy. What’s important, operating in the competitive supplements industry, NaturaWit’s website faces potential fluctuations due to Google algorithm updates, as it revolves around human health. The competition is intense, not only from direct competitors but also from supplement manufacturers who have high search engine rankings.
Despite these challenges, our collaboration with NaturaWit has demonstrated that a well-thought-out SEO strategy, capable of withstanding algorithm changes, can achieve long-lasting and highly positive outcomes.
The NaturaWit online store aimed to expand its customer base and stand out from competitors. To achieve this, our primary goal was to enhance its visibility in search results, which would naturally attract more visitors.
Our client operates in the highly competitive dietary supplements market. These products are widely available not just through numerous online stores but also via large online pharmacies and the manufacturers’ official websites. To attract their target audience, it was crucial for our client to differentiate themselves from these major competitors. It’s also worth noting that the supplement industry, unlike the pharmaceutical industry, is allowed to use online advertising. This additional factor can significantly influence the frequency of user clicks on organic search results. Warto również zaznaczyć, że branża suplementów może, w odróżnieniu od leków, może reklamować się w Ads, co również będzie miało wpływ na kliknięcia użytkownika w organiczny wynik.
Websites related to healthcare are especially vulnerable to the negative impacts of Google algorithm updates, and this case was no exception. To address this, we implemented a carefully devised SEO strategy designed to minimize potential fluctuations in search results and restore traffic to original levels should any declines occur.
SEO for healthcare-related websites is challenging because the sector is closely monitored by algorithms, given the importance of medical information. In our work with NaturaWit, we focused on producing valuable content for users. This emphasis on quality content turned out to be the right strategy, as evidenced by the quick recovery of the website following each algorithm update
The very first thing we started to work on was the main page of NaturaWit.
We optimized the description on the homepage according to best SEO practices. We focused on unique content that provides users with information about the store’s product range.
Excerpt from the client’s homepage description:
We also worked on metadata:
and fixed heading structure:
The next element we wanted to improve was the category pages. Many of these pages were missing descriptions, and some of the content that was published there was too brief.
The category descriptions at NaturaWit aren’t just some big chunks of text created only for search engines. We strive to make the content on our client’s website helpful for people looking for vitamins and supplements, aiding them in making informed choices when shopping.
Here is an example of a category description we optimized:
As usual, we also did some work with optimizing metadata. Among others, we did this to strengthen the website’s position and encourage users to choose NaturaWit from all the options displayed by Google in the search results.
The metadata on our client’s website was automatically generated, hence almost identical across multiple pages and failing to offer compelling information to users. This issue is clearly illustrated with the example of black seed:
Old title:
Old meta description:
In the previous metadata version, page titles included both the category name and the store name. The meta descriptions were automatically generated, using a consistent format that only varied by changing the category name.
New metadata:
EN] Black cumin: dietary supplements in pills – NaturaWit store Black cumin seed oil supports the immune system, has a calming effect, and improves memory. Suitable for infusions. See for yourself!
Now the metadata are optimized and easier to understand by Google bots. The description depicts the benefits of the product and encourages users to click on the search result, which takes them to the NauraWit official website.
After updating the metadata, we focused on improving the URLs for the category pages. The IdoSell platform’s specific requirements had initially led to URLs that were not structured in an SEO-friendly manner.
A while back, IdoSell allowed online stores to customize their URLs. This seemingly minor feature enabled us to modify the page addresses, emphasizing simplicity and clarity. As a result, we created URLs that are easy for both users and Google’s search bots to understand.
Here is an example of an optimized category page URL:
A major change for our client’s website was starting regular blog updates to build up its reputation as an industry expert and follow the E-E-A-T guidelines for better SEO.
For NaturaWit, we’ve put a strong emphasis on adding new content. The industry our client operates in offers many topics for the blog, which helps us rank well in search engine results for long-tail keywords.
Right from the start, the content for our client has been handled by a dedicated copywriter who understands the industry well and continuously works on improving how they create content. Thanks to steady work and ongoing research, we’ve managed to establish NaturaWit as an expert in the supplements and vitamins industry.
Our strategy also includes adapting to seasonal trends, which helps us catch up with Google search trends and increase traffic to blog posts. We use internal linking extensively to build and expand topic clusters, directing users to more detailed information on the topics they read about.
Our client’s website is affected by all updates related to the medical industry, which Google monitors more strictly than others to ensure user safety. To avoid any sudden drops in rankings, we implemented specific precautions in NaturaWit’s SEO strategy.
After the first release of Helpful Content Update, our client’s website ranking declined significantly. Yet, we chose not to alter our strategy impulsively. We believed the web content created for NaturaWit was valuable, so we continued to regularly publish and optimize the website throughout the temporary downturn.
As expected, maintaining a consistent and stable content strategy – meaning not making abrupt changes – resulted in a rebound in performance and improved visibility.
While developing the content, we also focused on reducing duplication. We went the extra mile to not only publish diverse content but also ensure it was genuinely useful for our target audience, thereby increasing user satisfaction.
External duplication was the result of the product descriptions from NaturaWit being available also on other websites, including the manufacturers’ websites.
Below is an example of this type of duplication:
However, it’s important to note that in the supplement industry, duplicate product descriptions are relatively common, and Google effectively manages this aspect.
Modifying product descriptions can lead to misinformation, especially with supplements where inaccuracies could impact human health. Consequently, Google enforces strict guidelines on content in such restrictive industries.
We maintained the integrity of the content by ensuring its originality, while keeping crucial product information unchanged. This approach assures Google that the information published on our client’s website is accurate and trustworthy.
During the website optimization process, we actively focus on acquiring valuable backlinks for NaturaWit. Each referral link we secure comes from high-quality domains related to vitamins and dietary supplements. This strategy helps us continuously build the website’s authority and positively impacts its search engine rankings.
Our well-thought-out link building strategy helps us achieve the business objectives we set with the client at the start of our collaboration.
Before we partnered with NaturaWit, the client’s website had only 28 backlinks, all originating from 10 different domains
Currently, over 120 domains refer traffic back to the NaturaWit website
The number of organic traffic and organic keywords has also increased significantly:
EN: organic keywords | Organic Traffic
Thanks to meticulous and consistent efforts to improve SEO for NaturaWit, we have successfully met the client goals.
Over the course of three years, we managed to increase organic traffic by 1354% on a month-over-month basis.
EN: organic traffic 11.2020 vs organic traffic 11.2023
also visible in Senuto tool:
and Semstorm
Note: The red line indicates when new keywords were added to the database, explaining the sudden increase.
The graph below illustrates the increase in visibility and organic traffic:
Additionally, our SEO strategy for NaturaWit significantly strengthened the rankings of many important keywords, pushing them to the top position.
We also managed to outrun NaturaWit’s closest competitors, mainly in terms of web traffic, which is proven below (source: Semstorm):
EN: traffic, TOP10 keywords, TOP50 keywords
We are happy with the results achieved, but we are not resting on our laurels. We know that there is still a lot we can achieve for the NaturaWit website, so we wish our client and ourselves continued successful cooperation.
