Problem

Petco, a leading pet retailer, had an outdated brand voice and lacked a comprehensive SEO content program. Their website lacked new page types and content pillars, which resulted in poor Google SERP rankings for important keywords like “dog grooming” and “puppy food”. Additionally, their product listing pages were not optimized for SEO.

This led to low traffic on the website and fewer conversions on vet, grooming, and training bookings. Petco needed a solution to improve their brand voice and increase their online presence.

Learn more about our approach here.

Solution

We developed a new brand voice for Petco while leading the SEO content program from 2020-2023. We created new page types and content pillars that prioritized new target keywords. This helped us earn thousands of page 1, rank 1 Google SERP results for important keywords like “dog grooming” and “puppy food”, etc..

To optimize all of Petco’s product listing pages with SEO copy and a robust internal linking strategy, we conducted extensive keyword research to identify high-volume search terms relevant to each product category. We then crafted unique product descriptions that incorporated these keywords naturally while providing valuable information to customers.

Impact

Increased conversions on vet, grooming, and training bookings by over 25%
7.8m traffic in April 2020 increased to 12.2m in April 2021
Improved Google SERP rankings for important keywords like “dog grooming” and “puppy food”

Our work with Petco had a significant impact on their online presence, resulting in increased traffic and conversions. We are proud to have helped Petco improve their brand voice and SEO content program.

Team

Team Member #1 - SEO Specialist
- Conducted extensive keyword research to identify high-volume search terms relevant to each product category
- Crafted unique product descriptions that incorporated these keywords naturally while providing valuable information to customers
Team Member #2 - Content Strategist
- Developed a new brand voice for Petco that resonated with their target audience
- Created new page types and content pillars that prioritized new target keywords, resulting in improved Google SERP rankings for important keywords like “dog grooming” and “puppy food”
Petco Boosts SEO with Vet-Reviewed Content
Problem
Petco, a leading pet retailer, needed to improve its search engine optimization (SEO) content program to attract more customers and build brand authority. The company was struggling to create high-quality content that would rank well in search engines and provide value to pet parents.
The existing team lacked the expertise needed to create vet-reviewed content that would resonate with pet owners. Petco needed a solution that could deliver optimized SEO content on a consistent basis while maintaining brand guidelines and building trust with customers.
Learn more about our solution here.
Solution
We hired and managed a team of four licensed veterinarians and seven freelance copywriters to create content outlines and first drafts. Our team then edited the content for brand guidelines before delivering over 80,000 words of optimized SEO content per month.
The vet-reviewed content helped build brand authority and trust with pet parents. By providing valuable information about pet care, we were able to attract more customers to Petco's website and improve its search engine rankings.
Impact
- Increased website traffic by X%
- Improved search engine rankings for targeted keywords by X positions
"This solution had an incredible impact on Petco's online presence and helped establish the company as a trusted source of information for pet parents."
Team
- Team Member #1 - Lead Project Manager
  - Oversaw the entire project and managed the team
  - Ensured all content was delivered on time and met brand guidelines
- Team Member #2 - Licensed Veterinarian
  - Created vet-reviewed content outlines and first drafts
  - Provided expertise on pet care topics to ensure accuracy of content

Petco SEO Revamp Boosts Traffic and Conversions