From pharmacy to search leader: BENU’s journey with Vpage
BENU
Case study
From pharmacy to search leader: BENU’s journey with Vpage
BENU is one of the leading pharmacy brands in the Baltics and part of the Tamro Group.
When wellness supplements started to boom in Latvia, BENU saw that specialist e‑commerce shops and influencer‑driven brands were dominating the search results.
Their own product and brand pages couldn’t keep up: building SEO‑ready pages internally was time‑consuming, costly, and didn’t produce top‑three rankings.
To break through this clutter, BENU Latvia turned to Verbolia’s Vpage solution. Here’s how they used Vpage to capture long‑tail search demand and outrank niche competitors.
35
%
of organic traffic comes from Vpage pages
67,000
visits per month on Vpage pages
BENU Latvia
BENU Latvia operates under the Tamro Group and offers a wide assortment—from pharmaceuticals to wellness supplements—across the Baltics.
- Pharmacy & wellness industry
- 35% of organic traffic comes from Vpage pages
- ~6,000 products
Challenges
Over the past few years, wellness trends have surged in Latvia. Consumers started turning to food supplements not just for fitness, but for mental health, inflammation, and chronic conditions.
At the same time, a wave of niche online competitors emerged: sport supplement stores, influencer brands, and specialized wellness shops. These players quickly began dominating the SERPs, while broader pharmacies, including BENU Latvia, fell behind.
”The market became very competitive, very fast. Specialized stores always ranked higher than us, even though we had a broader assortment.
Lauma Marjanova E-commerce Specialist at BENU Latvia
Building SEO‑optimized pages internally required agencies and months of work, and there was still no guarantee of reaching the top three results.
”You can invest in content and agency work, but that doesn’t mean the page will reach top 3 results. And in search, that’s where the real business is.
Lauma Marjanova E-commerce Specialist at BENU Latvia
Solution
BENU Latvia decided to test Verbolia’s Vpage on newly trending supplement keywords like berberine, ashwagandha, and creatine—terms where their pages struggled to rank.
Lauma loaded the keywords into Vpage and, within days, dedicated landing pages were live, indexed, and generating revenue.
”I added all these keywords related to food supplements in Vpage. And I saw that they ranked really fast—sometimes within a week in Google’s top 3 results.
Lauma Marjanova E-commerce Specialist at BENU Latvia
This rapid ranking led to significant traffic and sales, generating substantial revenue in the initial weeks for even inexpensive products.
Lauma Marjanova attributed Vpage’s rapid ranking success to its ability to optimize pages for user experience and technical efficiency, creating specific, fast-loading pages that Google favors.
”I think Verbolia’s pages rank because they’re specific, technically clean, and super optimized. Google pushes up pages that are fast and relevant.
Lauma Marjanova E-commerce Specialist at BENU Latvia
Why Vpage pages outperform traditional SEO pages
According to Alicia Medina, Senior Product Manager at Verbolia, the magic formula is:
- Exceptional Core Web Vitals: fast, lightweight pages
- Good content with:
- AI-based keyword matching: each page matches products and queries perfectly
- Structured data: rich product and review schema boost visibility
- Smart internal linking: Vpage pages are cross-linked intelligently with existing BENU pages
Crucially, Vpage lets BENU Latvia be first to rank for trending supplements. As Marjanova notes, “with trending supplements, if you’re first to market and first in Google, you get the biggest revenue”. Thanks to Vpage, BENU Latvia is able to outperform not only niche competitors but also direct ones that lack these specific pages. That’s the power of a long-tail strategy.
Results
The impact was immediate and measurable:
- Top‑of‑page rankings within days: Pages ranked in the top 3 Google results within days of publishing.
- Immediate revenue lift: Vpage pages generated significant revenue with hundreds of purchases in its first week for only one product.
- Competing in a new market: Vpage enables BENU Latvia to compete in the food supplements market, while other pharmacies struggle to rank because they lack high‑intent, SEO‑optimized pages targeting long‑tail keywords.
- Beating specialists at their own game: BENU Latvia outranked specialized competitors, including sports nutrition and supplement-only stores.
- Sustainable traffic engine: Vpage pages account for roughly 35% of BENU’s organic traffic, generating about 67,000 visits per month.
Lauma emphasized the strategic importance:
”With trending supplements, if you’re first to market and first in Google, you get the biggest revenue. Verbolia gives us fast results—that’s what the business needs.
Lauma Marjanova E-commerce Specialist at BENU Latvia
Conclusion
What began as an experiment has become a core growth engine for BENU. The pharmacy now competes head‑to‑head with niche e‑commerce brands on long‑tail keywords while maintaining the trust and credibility of a regulated pharmacy.
”It’s not just a nice-to-have anymore. Verbolia is a tool we rely on in our daily work.
Lauma Marjanova E-commerce Specialist at BENU Latvia
Thanks to Verbolia, BENU can now:
- Compete on long-tail, high-intent queries with minimal internal resources
- React quickly to trends and launch SEO-ready pages in days
- Outrank niche competitors by leveraging their brand trust and technical excellence