How we increased organic traffic by 2,520% on a Shopify store and outranked industry giants. Working with Formeds is a story of how a well-planned and consistently executed SEO strategy can move a brand from niche visibility to the top of Google search results, even in a market as competitive as dietary supplements. It’s also a great example that Shopify, with the right technical approach, can be a powerful foundation for organic growth.
Formeds is a Polish dietary supplements manufacturer that has earned customer trust through its “clean composition” philosophy. Their products, free from unnecessary additives, are available in brick-and-mortar stores and online. The key sales channel is their Shopify-based online store, and it became the main focus of our collaboration.
The supplements market is one of the most competitive spaces in Google. Top positions are fought over not only by other producers but also by large online pharmacies and marketplaces.
When we started working together in June 2023, the starting point was challenging. Formeds had excellent products but an underutilized search potential.
Low traffic:
The site generated just 13,000 monthly organic visits (March 2023).
Lack of visibility for important keywords:
The site ranked for niche, low-volume keywords but lacked visibility for “money keywords” – product terms driving the highest revenue.
Few keywords in the TOP3:
Only 220 phrases ranked in the TOP3, and none were high-potential keywords.
Mostly branded traffic:
A large share of visits came from brand queries, meaning users who didn’t know the brand had virtually no chance of finding it in Google.
Heavy competition:
The search results were dominated by industry giants, making it difficult for smaller brands with limited resources to stand out.
Our goal was not only to increase traffic but also to build strong visibility for high-converting, revenue-driving keywords.
We knew that to succeed, we needed a holistic plan covering every key area of SEO.
Strong foundations – technical audit and migration support:
We started with a full technical audit as part of the migration process to a new domain and CMS (Shopify). We supported the Formeds team at every step, ensuring the transition not only preserved visibility but became a springboard for future growth. Shopify requires a specific SEO setup, using our experience, we built custom solutions to make full use of its potential.
Content as the authority engine – content strategy:
Based on in-depth keyword and user intent analysis, we built and executed a content strategy aimed at achieving topical authority – positioning Formeds as an expert in supplementation and health. We:
Strengthening the domain – link building:
In parallel with content efforts, we ran a systematic link-building campaign to strengthen domain authority and trust.
Partnership and agility – ongoing support:
Throughout the collaboration, the Formeds team could rely on our ongoing support – from technical fixes to algorithm change monitoring and agile tactical updates.
Additionally: building visibility for AI search and LLM-based discovery
A strong SEO foundation increasingly translates into visibility in AI-driven discovery (LLM answers, AI Overviews). The same elements that grow performance in Google also build “eligibility” for LLM citations and recommendations: clean technical foundations, consistent topical authority, clear entities, and content that answers real user questions. In practice, SEO is the base layer for LLM optimization, without it, it’s hard to be a reliable source for AI models.
The impact of our comprehensive strategy exceeded expectations, and the numbers speak for themselves.
+2,520% Increase in organic traffic
Monthly clicks from organic search grew from 13,000 in March 2023 to 340,574 in January 2026.
+841% Increase in keywords ranked in the TOP3
The number of TOP3 phrases rose from 220 to 2,071, significantly improving visibility for high-intent, high-competition keywords.
Qualitative shift in traffic sources
The biggest change isn’t just in volume, but in quality. As the chart below shows, most visits now come from general, highly competitive product queries (“money keywords”) rather than branded searches.
Keywords like: “witamina b12”, “kwas foliowy”, “inozytol”, “koenzym q10” now generate tens of thousands of monthly visits – proving that Formeds reaches new audiences at early stages of the buyer journey and is recognized as an expert brand.
We also see strong results on broader category terms. For example, “suplementy diety” is now ranking at #1. This kind of broad, competitive visibility doesn’t just support SEO demand capture, it also strengthens the brand’s presence in AI answers and LLM-based recommendations. In other words, solid SEO visibility on category-level queries is often the foundation for effective LLM optimization.
Crucially, all these results were achieved on Shopify.
Formeds went from limited visibility to becoming one of the most prominent supplement brands in organic search. During our collaboration, the company was acquired by a private equity fund – a clear signal of its strong market position and business potential. For us, that moment raised the bar even higher: every next step had to sustain the growth while supporting the brand’s increasing business expectations.
This project proves that:
Today, Formeds not only sells more but is also recognized as an expert brand in its field – ready for the next chapter of growth.
The results of our collaboration speak for themselves. Greyotters helped us reach a level of e-commerce visibility that felt out of reach when we first started working together. We’re talking about top positions for highly competitive product keywords in the supplements market, dominated by major players. What made the biggest difference was their smart, well-thought-out strategy and the way they executed it consistently from day one. The cooperation itself has been exemplary – the team is proactive, understands our business, and is simply a great group of people to work with.
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