Problem

Petco, a renowned pet retailer, faced challenges enhancing their online presence and driving traffic to their website. Despite offering an extensive array of pet products and services, Petco's online visibility was hampered by stiff competition from online retailers like Chewy and Amazon. This was compounded by an insufficient internal capacity to execute a scalable, data-driven SEO content strategy.

We realized that Petco’s website lacked informational articles that could bring in high volumes of new customer traffic. The existing content was not optimized for search engines, which made it difficult for potential customers to find Petco’s website.

We identified the need for a robust SEO content strategy. This approach was aimed at elevating organic search rankings and drawing more potential customers, especially in the wake of increased pet ownership during the global pandemic. We also needed a strategy that would help improve their organic search rankings and increase bookings for key services—including grooming, dog and puppy training, and vet services.

Furthermore, Petco had recently transitioned their brand positioning from an “animal supplies” company to a leader in “health and wellness” for pet parents. This shift necessitated the integration of a new, trustworthy brand voice that aligned with Petco’s established reputation.

Solution

Our approach involved crafting a tailor-made SEO content strategy for Petco, encompassing:

Comprehensive keyword research and a content audit
A detailed keyword gap analysis
Revamping SEO on-page content and crafting new SEO articles
Prioritizing high-ROI keywords and seizing low-competition opportunities

We revamped their website with SEO-optimized content for product and category pages and updated key on-page elements like meta tags and headers.

"This project had an incredible impact on Petco's online presence and customer traffic."

To resonate with Petco’s new brand voice, Pacific created a dynamic team of 4 veterinarians and 7 copywriters, collectively producing over 80,000 words of premium SEO content monthly. We established stringent brand voice guidelines, ensuring all content adhered to these standards. Each piece of content was infused with science-backed information from our veterinarians and underwent rigorous review prior to publication.

Our strategy also included:

Creating informative blog posts and articles rich with targeted keywords
Implementing innovative content types and pillars focused on different keyword categories
Executing link-building strategies and incorporating creative elements like charts, quizzes, care sheets, FAQs, and infographics
Enhancing Petco's website authority and increasing visibility in Google's Featured Snippets

This comprehensive approach was designed to not only boost Petco's search engine rankings but also to reinforce their brand as a trusted authority in pet health and wellness.

Impact

Increased non-brand organic search traffic from 7.8m to 12.2m in one year.
Improved search engine rankings for targeted keywords, catapulting many to #1 in Google
Increased key service bookings by 25%
Grew Petco's Resource Center monthly traffic from 600k to 1.4m within one year
Increased Resource Center monthly keyword rankings in the top 3 from 5000 in April 2020 to 15,000 in 2022 and over 50,000 in the top-10
Brought in an additional 700k monthly organic traffic visitors for grooming, vet, and training keywords
The "can dogs eat" keyword pillar brought in an additional 116k monthly visitors alone

SEO Strategy and Content Innovation Boost Traffic and Conversions for Petco