Case Study

Dubai Pet Food

Pets Taking On The Internet

SEO

Dubaipetfood.com and The Pet Shop launched in 2011, and the business which started as a small operation has rapidly grown to be the largest pet and aquatics retailer in the GCC region. They currently have 6 store locations, and both online and offline shops work simultaneously. They also offer in-store & mobile pet grooming, aqua cleaning services, pet relocations, pet daycares & hotels, and over 13,000 products.

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“We have been working with HOP for quite a few months now. They are a great team & have always been helpful to our queries. I would recommend them 100%.”

– Arsalaan Sheikh

Digital Marketing Manager

Dubai Pet Food (The Pet Shop LLC)

THE CHALLENGE

When Dubai Pet Food reached out to Home of Performance, they struggled with declining traffic and dwindling organic rankings. They needed an SEO campaign that would increase the website’s visibility in organic SERP results and ensure that its hero category ranked very high on search engines.

A site audit revealed several contributing factors that were causing the issues at hand such as duplication of content and cross-indexing of multiple versions of the website.

The objective was –

  • to increase conversions and the overall organic traffic to the website and reduce the dependency on physical stores and other media
  • to increase the organic traffic by at least 20% compared to the previous time period
  • to position the top priority commercial and transactional intent keywords focused on generic and top hero categories
  • to increase the conversion rate and transactions by 10% when compared to the previous period

THE SOLUTION

Here are some measures that we adopted –

  • Fixed broken links and optimized the website’s content elements, HTML elements, and site architectural elements for both users and search engine bots
  • Created and optimized existing content to offer value to the searcher and provide a first-class visitor experience
  • Created backlinks and provided third-party websites with guest content to increase exposure and brand awareness amongst potential customers
  • Organized the website into proper clusters arranged by category pages and optimized for proper URL structure
  • Built an outreach program to produce 05+ guest posts on highly relevant sites each month which included pet bloggers and pet care websites

THE IMPACT

We exceeded set expectations and over-achieved every objective set at the start of the project.

Here is an overview –

  • Search engine visibility increased by 24.39%, going from 8% to 31.30%, which was a result of the brand ranking for more intent-based keywords Website Organic Traffic increased by 51.42%, with the number of users going up by 48.42%, from 137K to 204K
  • Organic keywords increased by 39%, with the majority of the keywords ranking in the Top 3 and Top 10, when compared to the previous year
  • Dubai Pet Food, ranked for 46 KWs in the Top 3 and 88 KWs in the Top 10 on SERP, post-campaign
  • 20.97% of the website traffic came from Branded Keywords, whereas 79.03% of traffic came from Non-Branded Keywords
  • An Organic conversion rate of 40.9% was achieved doubling the number of transactions

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