Challenge
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.
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
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
- 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)
393K
organic website traffic
$2.92M
in-store revenue
1.82M
google search impressions
