Independent Pet Partners


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 & 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


  • 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)


At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.