Project Overview: “Zoo Lunch” is a sophisticated e-commerce platform specializing in pet food and accessories, offering an extensive product catalog featuring several dozen premium brands and around 3,000 products. Designed to cater to the modern pet owner, the site includes a convenient delivery service and seamless shopping experience across various product categories. Neolines partnered with “Zoo Lunch” for a two-year project to execute an advanced SEO and PPC strategy, with the site built on Drupal and enhanced by custom HTML, CSS, and PHP code.
SEO Strategy and Execution:
- Comprehensive Keyword Research and Competitor Analysis:
- Conducted an exhaustive competitor analysis, pinpointing key industry trends and high-opportunity search terms within the pet food market.
- Developed a targeted semantic core with approximately 5,000 keywords, segmented by search intent for optimized targeting. Focus areas included high-converting phrases for pet food, niche dietary products, pet toys, and accessories.
- Semantic Core and Keyword Mapping:
- The semantic core became the foundation for keyword mapping across all main categories, including pet food for different animals (dogs, cats, small mammals), dietary-specific products, grooming essentials, and pet accessories.
- This structured approach allowed us to build an intuitive, SEO-driven site architecture optimized for enhanced user navigation and maximized search visibility.
- On-Page SEO and Content Strategy:
- Technical SEO: Optimized all URLs, meta tags, headings, and image alt texts to increase indexability and ensure each product’s relevance.
- Internal Linking and Taxonomy Optimization: An advanced internal linking strategy was applied across all product pages, facilitating efficient crawling and promoting high-value items.
- Content Strategy: Crafted detailed product descriptions and category overviews with industry-specific, keyword-rich language to appeal to discerning pet owners, ultimately increasing engagement and driving organic traffic.
- Technical SEO: Optimized all URLs, meta tags, headings, and image alt texts to increase indexability and ensure each product’s relevance.
- Content Marketing:
- Regularly published blog posts focusing on pet care tips, food comparisons, and product guides, utilizing long-tail keywords to capture search interest beyond direct product searches.
- Amplified reach through social media integration, boosting visibility and engagement rates across various platforms.
Results After 2 Years:
SEO Performance:
- Organic Traffic Growth: +42%
- Organic Sessions: +19%
- Overall Sessions: +22%
- Keyword Visibility: +1,400 keywords in Google rankings
- Top 5 Keywords Performance: +33%
- Impressions Growth: +11%
- Click Growth: +9%
- New Users: +48%
- Returning Users: +27%
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