With an insightful SEO strategy, IMP and a client in the dietary supplement industry increased the website’s organic traffic by 679% in 12 months. Search engine optimization (SEO) is a marketing activity connecting customer needs with the product. When done correctly, it improves the visibility and ranking of a website or a web page on search engine results pages (SERPs) for specific keywords. Consequently, a marketing strategy is a powerful tool that helps to increase brand awareness and sales. In this article, we implemented an SEO campaign for one year. This has increased organic traffic by 679% and expanded the customer database by creating new demands.  1. About The Client Our client is a business in the cordyceps dietary supplement market, considered a high-potential domestic market. According to the sales report of Cordyceps on the e-commerce platforms (Shopee, Lazada, Tiki), total sales in 12 months reached VND132 billion, increasing over 21.1% compared to the last quarter. But the main sales channel of our client is through distribution, differing from one that directly interacts with the end user. Therefore, they have yet to focus on increasing brand visibility and awareness to gain customer trust. 2. Challenges With competitive intensity, keywords in