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Overview

Petsworld is an e-commerce store with pet supplies available for everything, ranging from food to accessories or other products, within the established Indian company. For more than 10 years of operations in the business, they simply could not garner considerable increases in organic traffic, conversion rates, and overall website performance. Their business required engagement with a digital marketing agency that could comprehensively implement a 360-degree marketing approach addressing all such needs.

Challenges

Petsworld identified several key obstacles:

  • Low Organic Traffic: Despite its healthy brand presence, the website ranked low for the targeted keywords.
  • Low Conversion Rate: Traffic was high, but conversions were not up to the mark. Hence, this signified some issues concerning user experience and other on-page elements.
  • Ineffective Keyword Strategy: This niche had a lot of scope for keywords, and there was missed scope in targeting specific products and pet care needs.
  • An Outdated Website Design: The current website is highly characterized by bounce rates as well as a low engagement rate, hence making it an alarming sign that UX needs further work.
  • Under-Utilized Content Strategy: Petsworld had very limited content offering SEO-driven blogs and articles as a means of improving rankings and better user engagement.

Solutions

A comprehensive strategy was devised to tackle these challenges:

  • SEO Audit & Keyword Research
    • Conducted a thorough SEO audit to identify site issues and areas for improvement.
    • Performed extensive keyword research focusing on high-volume, long-tail keywords related to pet food, accessories, and pet care.
    • Categorized keywords into product-based (e.g., “dog food”), breed-specific (e.g., “best food for Golden Retrievers”), and general pet care (e.g., “how to train a dog”).
  • Conversion Rate Optimization (CRO)
    • Utilized heatmaps and analytics tools to assess user behavior and identify on-page issues.
    • Optimized product pages, CTAs, and checkout flow to reduce friction and improve user experience.
    • Streamlined the site navigation to make it more intuitive and reduce bounce rates.
  • Website Redesign Recommendations
    • Recommended a mobile-responsive design and improved page load times to enhance UX and SEO performance.
    • Suggested visual updates to product pages to improve engagement and reduce bounce rates.
  • Content Strategy – Blogs and SEO
    • Created a content plan with SEO-driven blog posts targeting specific pet-related topics and frequently asked questions (e.g., “How to choose the best dog food”).
    • Optimized blog content with targeted keywords to improve rankings and engage pet owners.
    • Integrated internal linking to improve site navigation and spread link equity across key pages.
  • On-Page SEO Optimization
    • Improved title tags, meta descriptions, header tags, and alt text for all images to align with targeted keywords.
    • Implemented an internal linking structure that helped search engines better understand the site’s hierarchy and improve the authority of key pages.

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Results

The comprehensive strategy led to significant improvements:

  • Increased Organic Traffic: A 46% increase in organic traffic within 7 months, driven by better keyword targeting and content optimization.
  • Higher Conversion Rates: Conversion rates improved by 28%, due to the optimized checkout process, redesigned product pages, and effective CTAs.
  • Better Search Engine Rankings: Significant improvement in rankings for high-volume pet-related keywords, positioning Petsworld higher for terms like “dog food online,” “pet accessories,” and “cat litter.”
  • Improved User Engagement: With the new design and optimized content, bounce rates decreased by 19%, and time on site increased.
  • Content Marketing Success: SEO-optimized blog content drove targeted traffic, increasing the website’s visibility for informational queries.

Conclusion

With the help of CRO analysis and redesign of the website, Petsworld has strongly improved visibility, user experience, and conversion rates through a targeted SEO strategy. This approach further helped them capture new organic leads and enhance the overall performance of the site. Hence, Petsworld is now better positioned to grow by improving traffic and selling numbers in this competitive Indian pet care market.

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