LOC: LONDON, UK
The Objective
Increase non-brand SEO performance for specific verticals (Beauty, Pregnancy, Energy). The goal was to dominate seasonal health trends without making non-compliant medical claims.
The Challenge
The 'No Claims' Barrier. We couldn't say 'Take this to cure the flu.' We had to build Domain Authority and organic traffic through third-party expert consensus rather than direct product claims.
Campaign Spotlights
The 'Japanese Head Spa' Surge
Our analysis revealed a 270% surge in global searches for 'Japanese Head Spa.' We pivoted immediately. We partnered with a leading massage therapist to create a guide on 'How to recreate the £230 treatment at home,' positioning Vitabiotics' beauty supplements alongside the trend.
This secured coverage in high-authority lifestyle publications like Woman & Home (DR 75) and MSN, capturing the trend wave before competitors.
Workplace Hormone Policies
To target B2B and corporate press, we identified a lack of understanding regarding how hormonal health impacts women in the workplace. We developed a corporate PR piece advocating for formal 'Hormone Policies.'
Utilizing internal experts to discuss productivity and biological shifts, we positioned Vitabiotics as a thought leader in women's health, securing placements in HR-focused and national news outlets.
Execution Timeline
Technical Foundation
Before outreach, we ran concurrent technical sprints to fix site health issues (breadcrumbs, 404s, schema) and optimize Product Listing Pages (PLPs) to ensure incoming link equity wasn't wasted.
The 'Cost-of-Living' Pivot
Search data showed 'dry skin' queries peaking in April. We launched a reactive campaign framing Perfectil as a '74p-a-day fix', directly addressing cost-conscious consumers while solving a seasonal problem.
High-Velocity Link Building
A single Christmas Eve sleep campaign secured 73 new backlinks. We utilized internal experts (Sleep Coaches) to provide credible commentary, securing 'DoFollow' links from The Guardian (DR 93) and Wikipedia.