Health retailers cut search advertising and rely on organic growth

Rob Clapp

An overview of paid search traffic for the 'vitamin c supplement' keyword during the novel coronavirus (COVID-19) outbreak.

The largest health retailers have cut their paid search traffic during the novel coronavirus (COVID-19) outbreak, according to the latest data from SimilarWeb.

The ten sites responsible three-quarters (76.7%) of all paid search traffic for the 'vitamin c supplement' keyword in February cut their share to just one-fifth (21.1%) by April.

Given strong consumer demand for immunity-boosting products, SimilarWeb suggests organic traffic is large enough to justify cutting paid search. Overall, search volume for keywords related to 'vitamin c supplements' more than quadrupled between February and March.

While Holland & Barrett alone accounted for 17.1% of...

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