How We Helped the PetLab Co. Double Its Organic Traffic
The PetLab Co. specializes in cat and dog health products, offering everything from probiotics and dental care items to joint supplements and allergy support chews. Below is an overview of our SEO-focused collaboration with them—including the strategy, execution, and results.
Initial Audit
Before getting started, our team conducted a comprehensive audit of The PetLab Co.’s website from several key perspectives:
- Product Pages & Categories: Reviewed how product and collection pages were ranking, ensuring proper technical setup and structured data.
- Current Content: Assessed content quality, topics covered, and overall rankings on Google.
- Backlink Profile: Analyzed the quality and context of incoming links, domain rating (DR), and overall backlink health.
- Technical SEO: Used tools like Screaming Frog, Ahrefs, and Google Search Console to spot technical issues and opportunities.
Main Focus Areas
Based on the audit, we developed a structured plan emphasizing:
- New Content Creation
- Contextual & Authority Link Building
- On-Page SEO Optimization
- Custom Graphics
- Pinterest Marketing
Content Strategy
We began by conducting keyword research using Ahrefs, targeting low-competition keywords with solid search volume and high relevance to pet care. This research guided the topics and structure of our content.
| Keyword | Search Volume |
|---|---|
| first time dog owner checklist | 500 |
| dog trivia (questions and answers) | 1200 |
| dog tricks | 5000 |
| dog haircuts (and grooming styles) | 1900 |
| hand signals for dogs | 700 |
| dog life cycle | 1000 |
| dog birthday ideas | 1200 |
| dog name ideas | 1000 |
| new puppy checklist | 2200 |
| puppy socialization checklist | 800 |
| funny dog quotes | 1300 |
| why does my dog lay on me | 2000 |
| dog travel essentials + checklist | 800 |
Examples of articles we wrote and published include:
- First-Time Dog Owner Checklist & Helpful Tips
- 32 Fun Dog Trivia Questions & Answers for Pet Lovers
- 14 Dog Tricks for You and Your Best Friend
- 8 Effective Hand Signals for Better Communication with Dogs
- Why Do I Love My Dog So Much?
Our internal writing team crafted each article, which was then reviewed by our editorial staff to ensure quality and accuracy.
Backlink Building
To strengthen The PetLab Co.’s backlink profile, we employed a two-pronged approach each month:
- 5 Editorial Backlinks: Secured high-authority editorial placements using platforms like HARO (Help a Reporter Out) and Featured.com.
- 5 Guest Posts: Published guest articles on reputable pet- or health-related websites to build relevant, high-value backlinks.
These efforts boosted the site’s domain authority and improved keyword rankings. Here are a few examples of the links that we’ve built:
On-Page Optimization
We focused on fine-tuning the website’s internal structure and on-page elements:
- Building more internal links to connect and support key pages, including orphan pages.
- Resolving duplicate linking issues—some pages linked repeatedly to the same products.
- Identifying and fixing any 404 errors.
- Addressing duplicate content by merging or differentiating similar pages.
Custom Graphics
To enhance user engagement and readability, we created custom graphics for existing articles. These visuals broke up text, highlighted essential points, and ultimately improved user experience and time on page. Here are some examples of the custom graphics that we created for the articles:
Pinterest Strategy
Recognizing the potential audience on Pinterest for pet-related topics, we launched a focused Pinterest campaign by designing and publishing 30 high-quality pins each month. Each pin featured:
- Eye-catching, brand-consistent designs
- Attention-grabbing titles
- Highly relevant imagery
This enabled The PetLab Co. to tap into a large and visually driven audience seeking pet care tips and resources.
Examples of published pins:
Results
After five months of consistent effort across content creation, on-page optimization, and link building:Organic Traffic Doubled: Daily clicks grew from around 1,000 to 2,000, with the best day hitting 2,000 clicks (as of March 2025).
- Top Performing Content: One of our newly written posts became the second most-visited page on the site in the last 30 days (as of March 2025).
- Domain Rating Improvement: The site’s DR profile increased from 60 (in September 2024) to 62 in March 2025, reflecting the value of strategic link building and content development.
This growth reflects a collaborative team effort spanning on-page SEO, link building, and consistent, high-quality content creation.
We’re proud to have contributed to The PetLab Co.’s ongoing success and look forward to driving even greater results in the future.