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B2C, Healthcare, Netherlands

How vitamin store Vitaily went above its competitors in Google

Vitaily strengthened organic visibility in a competitive supplements market through audience focused, product led content and AI search exposure.

Max Schwertl
February 9, 2026

In a nutshell

Vitaily aimed to grow organic traffic efficiently in a highly competitive vitamins and supplements market.
Content was structured around clearly defined target audiences and product specific benefits.
The strategy focused on awareness phase searches rather than relying on branded demand.
Within eight months, Vitaily gained 1,500 additional organic clicks from Google.
The brand achieved prominent visibility in AI Overviews and outperformed paid ads from major competitors.
Rankings expanded significantly across unbranded keywords, creating sustainable long term visibility.

The customer

Vitaily is a Dutch company offering daily all-in-one multivitamin packs made from plant-based, biodegradable materials. Their expert-formulated supplements are vegan, easy to use, and available via flexible subscriptions.

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The problem

Vitaily wanted to work in a more efficient and scalable way to grow traffic to their website. Their existing online visibility was not strong enough to consistently reach the right audience at the right moment.

Content creation and SEO efforts required too much manual work, which made it difficult to maintain consistency and momentum over time.

As a result, valuable topics were left uncovered, rankings developed slowly, and it was challenging to clearly connect content efforts to measurable traffic growth. Vitaily needed a structured approach that would improve discoverability, reduce operational overhead, and ensure their website could be found by their target audience across relevant search queries.

The solution

Focus content on the target audiences:
Vitaily needed to create content that truly resonated with very different target audiences, ranging from young women with and without children to an older audience between 50 and 65 years. Each group has distinct health concerns, search behaviors, and expectations around tone, depth, and credibility. Without a clear structure, there was a risk of producing generic health content that failed to stand out or connect with specific user needs in an already saturated vitamins and supplements market.
Product led content creation:
Vitaily also wanted to systematically create content around the benefits of each vitamin used in their products. This was particularly challenging in a highly competitive niche where many competitors publish similar claims, often backed by aggressive content production and strong domain authority. To compete effectively, Vitaily had to move beyond surface level descriptions and produce authoritative, well structured content that explained benefits, use cases, and relevance for different life stages, while still remaining compliant and trustworthy. The challenge was to scale this depth of content consistently without sacrificing quality or differentiation.

The impact

Within months, Vitaily began outperforming some of the largest competitors in the market, even in areas traditionally dominated by paid advertising. The brand started winning visibility against ads from major players and achieved prominent mentions in Google AI Overviews, strengthening its presence at the very top of the search journey.

Over an eight month period, organic performance increased by an additional 1,500 clicks / month from Google, driven primarily by users in the awareness phase. This growth was not dependent on branded demand. Instead, it came from people actively searching for information, solutions, and health related questions relevant to Vitaily’s products.

At the same time, Vitaily significantly expanded its footprint across unbranded keywords. By ranking for a broader set of informational and product related queries, the brand reduced its reliance on brand searches and built sustainable visibility earlier in the customer journey. This positioned Vitaily as a trusted source of information long before users were ready to convert, creating a strong foundation for long term organic growth.

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