American Natural Premium is a U.S.-based dog food brand specializing in legume-free dry dog food. They had a website, but were interested in improving their digital marketing presence. Over the course of one year, we achieved:
- 25% increase in year-on-year sales
- 1,257% increase in keywords ranking in the top 10 of Google search (1,018 vs 75)
- 387% increase in organic search traffic
- AI Overviews and other search results features for 475 new keywords
- Established ecommerce marketing presence in Google free shopping results
Details
As with all of my clients, the competitive setup with ANP was critical, and as always I was brutally honest about it. For ecommerce dog food keywords, there was simply no way they were going to outrank Chewy, Petco, and other major brands with long-established websites. In addition, unless they could establish an ecommerce store on their website, they were always going to be invisible for those searches because of Google’s “free shopping results.”
But there were still opportunities to improve their web presence and build their brand. Here’s a summary of the strategy we went with.
- Target customers with breed-specific dog food content and low-difficulty keywords. For example, “best dog food for akita,” was a keyword with a low barrier to ranking. We programmatically created dog breed food guides for every breed using AI. This drove the new presence in AI overviews.
- Focus on the advantage of legume-free dog food. There was decent search demand for legume-free dog food, so we optimized these product pages and also focused on other advantages like grain-free and chicken-free dog food which are in high demand.
- Build an ecommerce store. To rank in Google’s free shopping results, we re-developed the client’s website to include ecommerce functionality. This allowed us to set up a Google Merchant Center account and begin ranking there.
We achieved great results. The client began receiving direct sales orders. Dog breeders began calling the company to ask about breed-specific opportunities. And as an organization they had a 25% increase in year-on-year sales.
