Building Strength in a Crowded Supplements Market
For this supplements retailer, we grew branded authority and started the harder work of competing on generic product terms in one of retail’s most contested categories.
About the Client
This client is a regional supplements retailer stocking protein, whey, and performance nutrition products, including its own in-house product lines, competing against national chains and marketplace giants.
Challenge
Supplements is one of the most saturated retail categories in search, dominated by large national and marketplace players. This client’s branded terms performed well, but its own product lines and generic category terms — where the real competition lives — were largely unranked or buried past page two.
Solution
We built out dedicated product pages for the retailer’s own branded lines to make sure exclusive products had a real chance to rank, and began targeted content work on generic category terms to chip away at the incumbents’ advantage.
Owning Proprietary Products First
The client now earns 1.11K clicks from 199K impressions. Its own branded product lines are the early win: two in-house lines rank at positions 3.3 and 4.1 — products no competitor can outrank, since no one else sells them.
Live Google Search Console data — last 3 months.
Top Performing Queries
| Keyword | Clicks | Avg Position (Worldwide) |
|---|---|---|
| [Branded term] | 148 | 1.2 |
| [Branded term] – [town] | 83 | 1.6 |
| [in-house line A] | 38 | 3.3 |
| [third-party brand] tongkat ali | 14 | 21.9 |
| [in-house line B] | 14 | 4.1 |
Exclusive Products Are the Easiest Wins in a Crowded Category
Competing directly against national supplement chains on generic terms like “protein powder” is a long game. The faster win was making sure this retailer’s own exclusive lines actually ranked, since by definition, no marketplace listing or national chain can compete for a product only this retailer sells.
That strategy is already showing up in the data, with both proprietary lines ranking inside the top 5. Meanwhile, stocked third-party brands sit further back at position 21.9 — exactly where you’d expect a smaller retailer to be up against bigger listings, and exactly where the next phase of work is focused.
Own what only you can own first. Compete for the rest with everything that strategy builds along the way.
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