Our client is an Australian direct-to-consumer premium dog food brand that serves customers nationwide. They offer a premium and comprehensive range of dog nutrition, including raw dog food and dry kibble, plus treats and accessories, with flexible subscriptions and one-off delivery options.
The Challenge
As an Australian DTC dog-food brand serving customers nationwide. The dog food market is crowded with large online retailers like Pet Circle and Petbarn, supermarket private-label ranges from Coles and Woolworths, and DTC subscription players such as Lyka and Scratch. The raw and fresh dog food category is growing from a smaller base, while dry food still holds the largest share.
Major challenge: Organic search for high-intent terms in Australia is dominated by retailers, established subscription brands, and supermarket ecosystems that are investing further into pet food, including raw. This raises the bar for SEO and content authority.
Our Rock Solid SEO Strategy
We implemented a comprehensive e-commerce SEO strategy that included a full-site SEO audit, category, and product page optimization, as well as the creation of high-intent, search-optimized content. This approach improved keyword visibility and organic traffic across key commercial and transactional pages.
Likewise, to future-proof visibility in AI search/LLMs, we optimized for LLMs as well, and this is exactly what we did:
- LLM-Based Semantic SEO Content Audit:
- Checked if existing content is written in a way that can be easily summarized/synthesized by AI.
- Content Re-Structuring for LLMs
- Rewritten or enhanced content into Q&A, FAQs, concise definitions, comparison tables, and formats that LLMs can easily use for answers.
To summarize our overall SEO strategy, we prioritized the following action items to boost visibility across both traditional search engines and emerging LLM-powered search experiences:
- Performed Market Share Analysis
- Keyword Development & Intent Research
- Technical SEO Audit & Critical Fixes
- Performed Thorough SEO Content Audit & Relaunch Prioritization For Bottom Of The Funnel Content Types:
- Product Collection Page (PLP)
- Product Detailed Page (PDP)
- Killer SEO Content Marketing Strategy Targeting Different Buyer’s Journey (ToFU, MoFU)
- Content Re-Structuring/Re-Optimization for LLMs
- Authority Building with Quality Backlinks
The Results
Image: Since the SEO campaign began, the client’s eCommerce site has seen significant growth in organic traffic, as referenced by ahrefs. We grew organic traffic by about 2.5X compared to the starting point.
Image: This sharp growth in both organic pages and traffic is the direct result of a focused SEO content marketing strategy that targeted top to middle-funnel search intent. By building out high-intent educational guides, comparison content, and problem-solving articles that answer Australian dog owners’ key questions, we were able to capture new keyword clusters, drive qualified traffic earlier in the buyer journey, and funnel users toward product and subscription pages.
Image: This rise in AI citations shows our LLM-focused content optimization is working. By restructuring content into clear summaries, Q&As, definitions, etc., we made it more extractable for systems like Google AI Overview, ChatGPT, Perplexity, Gemini, and Microsoft Copilot, driving increased AI citations and visibility.
Image: This screenshot shows Google AI Overview surfacing our client’s blog content being cited in an AI-generated answer, demonstrating how our LLM-focused content optimization has improved the site’s authority and visibility in AI-driven search results.
Image: This screenshot shows ChatGPT listing our client site among the top kibble brands in response to the query “best dog food brand in Australia indicating its growing authority in AI-driven search results.
