Independent Pet Partners

Background

Independent Pet Partners (IPP) owned hundreds of pet stores across the country under four different brands. They chose Zozimus to help consolidate a multitude of websites under four new domains to build consistent brand awareness and drive in-store traffic and e-commerce sales.

Challenge

Risk Mitigation – Facing a very significant transition, IPP needed an experienced partner to consolidate and improve overall SEO rankings while limiting the temporary loss of rankings/traffic/sales.

Visibility Improvement – IPP’s end goal was also to improve attribution capabilities through better visibility into the whole sales cycle from first contact through to sale.

Strategy & Execution

Zozimus utilized its cross-functional capabilities to build a strategy encompassing SEO, Paid Media, Google Business Profiles and Geotargeting to reach pet owners living in target markets and near each of the 200+ stores.

From an SEO perspective the first step was to crawl and identify all the pages on the 200+ independent pet store websites and map them to the four brand sites. 

Using proprietary tools and a depth of cross-industry experience,  Zozimus identified the search terms with the highest potential to drive retail sales and in-store visits.

Armed with clarity on search behavior we were able to position the 200+ stores to rank highly when a buyer was looking for pet related topics in their local community. 

We then amplified SEO efforts with paid media tactics like paid search, display, mobile geo-targeting and social media to reach pet food purchasers and nearby brand audiences, driving sharp increases in visitation and lift.

Campaign Results

Google

• 83% increase in organic search visibility YoY

Worked directly with IPP on:

• Attribution tracking for in-store sales driven from online channels
• Attribution tracking for recurring revenue through the Shopify platform and their CMS
• Attribution tracking on loyalty program signups to ensure that all the relevant information was flowing into their CMS

Worked with partners to: 

• Manage and optimize the 200+ Google Business Profiles to improve local search visibility

Organic Website Traffic: 393,000

Retail Store Visits: 120,000

Google Search Visibility: +82%

Google Search Impressions: +1.82M

SEO Attributed Revenue: $2.92M (in-store revenue & e-commerce)