Value of Metadata in Helping a Leading Supplement Brand Differentiate Two Websites in Search Engine Results

A leading supplement brand experienced strong success with their website targeted towards health professionals. During the pandemic, the company launched a second website for consumers. This site struggled to gain traffic and exposure in the search engine results.

Along with keyword changes and technical website fixes, we optimized metadata to clearly identify to searchers which website they needed.


A leading supplement brand launched a website to sell supplements directly to consumers. This website was overshadowed in search engine results by the brand’s health professional website that does not sell directly to consumers. Consumers were confused and not able to buy products.


Differentiating the new consumer website from the established health professional website was the priority. We needed to drive people to the correct website.

To do this we started with a technical audit that highlighted there were incorrectly indexed pages. These incorrectly indexed pages used up crawl budget and caused a lag in website performance. The technical audit also revealed numerous opportunities for technical SEO upgrades.

A competitive keyword gap analysis was next. We identified keywords that could help our client meet search intent and resonate with consumers in the search engine results.

A review of the metadata for both websites revealed overlap with language which was likely causing confusion for Google and people searching for the brand.


Because this consumer website is categorized by Google as a Your Money Your Life (YMYL) website, it was critically important to communicate subject matter expertise, experience, authority, and trust.

To do this we worked with the client to optimize their metadata and changed page titles to differentiate the professional and consumer sites. Now both the health professional and consumer website benefit from unique metadata for every single page – making it clear who each website and page is for in the search engine results.

The keyword competitive analysis reinforced the importance of using clear language and keyword phrasing to meet search intent and to stand out from competitors. We saw that our client’s competitors had very clear page titles, headings, meta descriptions, and page content.

We rolled out a strategic keyword plan that made it clear who each website is for and filled keyword gaps overlooked by our client’s competitors.


This supplement client now has two highly ranking websites with unique content that meets search intent for both consumers and health professionals.

The organic keyword rankings had a dramatic increase throughout 2022:

  • Total keyword growth of 2, 177 keywords
  • 180 additional keywords on page 1 of the Google search engine results page

Metadata Results
Meta data optimization was completed in January and February 2022. The growth in traffic was almost instant with major increases beginning in March 2022.

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