traffic · 8 months
visibility
rankings
links built
An independent pet supplies ecommerce store specializing in natural, grain-free, and eco-conscious products was being outranked for most target keywords by Chewy, Amazon, and large pet retail chains. They had strong reviews, a dedicated customer base, and a unique product selection, but still struggled to gain more organic search attention.
Chewy and Amazon dominated the SERPs, making it seem nearly impossible for an independent retailer to rank for broad product terms. But we helped them build topical authority for specific product, ingredient, and lifestyle searches where curation and expertise could differentiate them.
Every case study starts with a thorough analysis of search volume and competition across core product categories. This helps us identify the most integral target areas, which in this case were three specific sub-niches (raw and grain-free nutrition, eco-friendly accessories, breed-specific care). We chose these because authority sites had relatively less coverage here, giving this independent retailer leverage.
In-depth analysis
The next phase is focused on creating content aligned with the industry niche. We highlighted pet owner research behavior: a grain-free nutrition guide, a breed-specific dietary needs resource, an eco-friendly pet product roundup, and seasonal gift guides. The key was to create content deep enough to earn links from pet care publications and veterinary resource sites.
Content creation
Building topical authority by securing relevant placements from pet lifestyle publications, animal welfare organizations, veterinary resource sites, breed-specific communities, and eco-living publications, with each placement introducing the domain to a relevant audience while strengthening topical authority.
Strategic outreach
Building topical authority by securing relevant placements from pet lifestyle publications, animal welfare organizations, veterinary resource sites, breed-specific communities, and eco-living publications, with each placement introducing the domain to a relevant audience while strengthening topical authority.
| Google position | Before | After | Before → after | Percent increase |
|---|---|---|---|---|
| 1–3 | 892 | 1,326 | 0% | |
| 4–10 | 1,740 | 3,179 | 0% | |
| 11–100 | 4,820 | 5,934 | 0% |