Supplement brand SEO for a company that has just entered a market cannot rely on its name: almost nobody searches for a new brand. Buyers search for the product — Norwegian fish oil, omega-3, collagen — and the job of SEO is to make sure they meet Mermaids there.
We promoted the category pages of the website we had built for the brand, with each category answering its own group of queries.
We targeted category queries, where buyers choose before they know any brands.
Fish oil and collagen do not share a page or compete in results.
Treatment queries were left out: those visitors are not looking for a product.
Some searchers are ready to buy, some compare products and formats, and some look for health information — the riskiest traffic for a brand’s commercial page. A smaller group searches by origin, such as Norwegian fish oil, and matches the brand’s strength most closely.
we collected queries about Norwegian fish oil, omega-3 and collagen;
separated commercial queries from medical and reference ones;
assigned each query group to a category page;
checked that the whole catalogue was indexed.
Each category answers one query group. Fish oil competes with pharmacies, marketplaces and big brands, so its page needs a clear answer about what makes the product different: Norwegian origin and marine raw materials. Collagen has its own audience and vocabulary and gets its own page. The structure came from the supplement brand website we built earlier.
For a new brand, the first sign of SEO success is people typing its name themselves.
search engines judge health-related content more strictly;
advertising law rules out promises of healing effects;
pharmacies and marketplaces dominate generic queries;
buyers compare formats and origin, so pages should answer that at once.
Yes, by promoting the product rather than the name: buyers search for categories, and that is where a new brand gets its chance.
Only with an expert and without promises. It is safer to write about origin, production and choosing a product.
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