Case Study – Lead Generation – Pets Niche

The Challenge

The client’s main objective was clear: to reduce paid advertising costs while maintaining a steady volume of leads.

They needed a long-term SEO strategy that would deliver sustainable results, increase organic visibility, and generate consistent inbound inquiries — without depending on ongoing ad spend.

Keyword Position at the Start of the Collaboration

At the beginning of the project, the website had the following keyword distribution in Google:

333 keywords ranking in positions 1–5
347 keywords ranking in positions 6–10
680 total keywords ranking on Page #1 in Google

While the site already had visibility, the keyword structure was not strategically aligned with commercial intent, which limited its ability to consistently generate high-quality leads.

Key Performance Indicators (KPIs)

Our primary goal was to achieve a 10% increase in keywords across all performance levels:

Level 3 – Positions 11+
Level 2 – Positions 6–10
Level 1 – Positions 1–5

However, growth in numbers alone was not enough.

A key objective was the recomposition of keyword rankings, focusing on increasing the number of high-intent commercial keywords — specifically targeting users actively searching to purchase Caucasian Shepherd puppies.

The strategy aimed not just to improve rankings, but to attract the right audience: potential buyers, not just informational traffic.

The Solution

Keyword Research & Mapping

We conducted in-depth keyword research to identify relevant, high-intent search terms. Using SE Ranking, we mapped these keywords to specific website categories and pages to ensure proper search intent alignment and avoid cannibalization.

This allowed us to build a clear SEO structure designed around both user needs and search engine requirements.

Content Plan & Content Optimization

Based on the research data, we developed a strategic content plan focused on creating fresh, optimized content tailored to commercial search intent.

At the same time, we restructured and optimized existing pages to better support priority keywords.

The content plan also served as the foundation for a strong internal linking strategy, improving authority distribution across the website and helping key commercial pages rank higher.

Technical Audit & Implementation

Following a comprehensive technical audit, we implemented improvements that enhanced both search engine crawlability and user experience.

These optimizations ensured that the website was technically sound, faster, easier to navigate, and properly structured — creating the right foundation for sustainable organic growth.

Results

Revenue and ROI could not be calculated mathematically via Google Analytics 4 because tracking was not properly set up during the collaboration period.

Within Google Analytics 4, traffic generated from Google Discover was attributed to Direct Traffic. This reporting behavior can be observed both in GA4 and in the Google Search Console screenshots provided below.

We managed to generate the majority of this traffic with just two informational articles written by an experienced copywriter.

The results from Performance and Discover are separate — total clicks differ and do not overlap.

Comparing the data from Google Search Console (Last 3 Months vs. the Previous 3 Months), we can see a 70% increase in clicks and a 56% increase in impressions in search engines.

Keywords in Top 1–5: 365
Keywords in Top 6–10: 269
Total Keywords on Page #1 in Google: 634

The target was achieved for Top 1–5 and 11+ keywords, but not for positions 6–10. It’s important to note that the main focus was on prioritizing commercial keywords — those with high purchase intent.

After the collaboration ended, no further SEO work was done on the website. However, we will also show the current status to demonstrate the value of a solid SEO foundation, evergreen content, and a positive user experience, all of which continue to influence the rankings assigned by search engines.