Case Study brief
Pet Shop SEO
Mutz Nutz, a reputable pet shop with four physical locations across Ireland, faced significant challenges with their online presence. Despite their strong reputation for quality products and excellent customer care, their website was underperforming. It was built on an outdated WordPress theme and had minimal optimization, leading to a lack of visibility and online sales.
You can also read Part 2 of this digital marketing strategy, where we detail the creation of a new Shopify website for this store.
Organic Traffic Growth
Increase in Total Keywords
Online Sales Increase
Client Feedback - Conor Cooney
The client has taken the time to leave a 5-star testimonial on our Google Business Profile.
“Really helped me understand how I can maximise my websites performance. Very helpful.”
Goals 🎯
• Increase Online Revenue
• Improve Organic Traffic
• Increase Local Walk-In Clients
The Challenge 🛠️
At the start of the project, Mutz Nutz struggled with:
- Just 258 total keywords driving traffic.
- 253 monthly organic visitors, limiting their ability to attract customers online.
- Only 10 keywords ranked in the Top 10 on Google.
Low revenue numbers raised questions about the profitability of e-commerce.
Together we have aimed to achieve three ambitious goals:
- Increase online revenue.
- Boost organic traffic.
- Drive walk-in traffic to all four physical stores across the country.
To meet these objectives, their website needed a complete overhaul, both technically and strategically.
The Solution 💡
We developed a holistic SEO and e-commerce optimization strategy that addressed both technical issues and content quality while enhancing their local and national online presence.
1. 🔑 Comprehensive Keyword Research and Content Planning
We started with a deep dive into keyword research to uncover the best search terms for their niche. This research shaped a focused content strategy, including:
- Location-specific keywords for all four stores (e.g., “pet shop Tallaght,” “pet store Drogheda”).
- Product-focused keywords to promote online sales (e.g., “best dog food Ireland”).
- Informational keywords to build topical authority (e.g., “how to choose the right pet bed”).
Based on above, our human copywriter researched and written over 3,000+ words of optimized SEO content monthly, blending product-driven articles and blog content to increase search engine visibility.
2. ⚙️ Technical SEO Improvements
To improve website performance and search engine rankings, we implemented several key technical fixes – among those were:
- Breadcrumb Navigation: Added breadcrumbs for improved internal linking and easier navigation.
- H1 and Metadata Optimization: Optimized headers and meta descriptions site-wide, aligning them with high-value keywords.
- Responsive Menu Fix: Collaborated with the client’s development team to resolve navigation issues on mobile devices.
- Robot.txt Updates: Ensured all important pages were accessible for indexing by search engines.
- GA4 and GSC Setup: Configured Google Analytics 4 and Google Search Console for data tracking and performance monitoring.
- Mega Menu Creation: Built a mega menu to enhance internal linking and make key product categories more accessible.
3. 📍 Local SEO for Physical Stores
To boost walk-in traffic, we optimized the Google Business Profiles (GMB) for all four physical store locations; while improving the website for local keywords. Key actions included:
- Ensuring consistent, up-to-date information across all profiles.
- Adding high-quality images, regular updates, and posts to engage local audiences.
- Writing store unique descriptions, providing the details of facilities available and types of services provided on-site.
- Creating location-specific landing pages optimized for terms like “pet shop Kildare” and “pet shops Limerick.”
This resulted in all four locations ranking in the local map pack for relevant keywords, significantly improving their visibility in local search results.
4. 📝 Content Strategy and AI-Supported Product Descriptions
To address the website’s outdated and sparse product content, we employed an AI-powered solution to optimize descriptions for over 1,000 products. This approach allowed us to:
- Generate high-quality, engaging, and SEO-friendly product descriptions.
- Provide a budget-friendly alternative to manual content creation, saving time and costs. This was especially important in the case of this project due to limited budget.
Additionally, we focused on:
- Blog Content: Creating articles targeting long-tail keywords, such as “Best Dog Food for Golden Retrievers” or “How to Choose the Right Dog Crate.”
- Product Category Descriptions: Writing and optimizing descriptions for 44 product categories to align with user intent and search queries.
- Call-to-Action (CTA) Buttons: Adding clear, engaging CTAs on product and category pages to drive conversions.
5. 💳 E-Commerce Improvements
To maximize online revenue, we implemented user-focused improvements:
- Star Ratings and Reviews: Added visible product ratings and customer reviews to boost trust and conversions.
- Stock Status Indicators: Included real-time stock availability on product pages.
The Results 🚀
In just a space of a year, Mutz Nutz saw extraordinary growth in online traffic, sales and local visibility:
📈 Performance Metrics:
- +116.31% Increase in Online Revenue: Enhanced website usability and SEO led to a significant boost in sales.
- +320% Growth in Organic Traffic: Monthly visitors grew from 253 to over 1,000.
- +437.59% Increase in Keywords Ranking: Total keywords driving traffic expanded from 258 to over 1,390.
🏆 Local SEO Success:
- All four store locations now appear in Google’s local map pack for pet shop-related searches.
- Location-specific keywords like “pet shop Tallaght”, “pet shop Kildare”, “pet shops Limerick” and “pet store Drogheda” all rank in the Top 3 positions on Google.
Interested in Results Like This? 🌟
At Doctorank, we specialize in crafting tailored SEO and e-commerce strategies to help businesses like Mutz Nutz achieve their goals. Whether you want to boost revenue, grow organic traffic, or improve local visibility, our expert team is here to help.
Contact us today for an SEO audit and discover how we can help your business thrive online.