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Investing in your website asset for long-term revenue returns. Infinity Nation and Happy Dog SEO Case Study

SEO is Man’s best friend when it comes to protecting your online revenue growth 

 

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56%ORGANIC REVENUE UP YEAR ON YEAR (VS TARGET 34%)

26.3%INCREASE FOR ALL TERMS RANKING IN TOP 10

12.9%INCREASE FOR ALL TERMS RANKING IN TOP 3

LANDING PAGE AND QUALITY SCORES INCREASED FOR RELEVANT OPTIMISED LANDING PAGES

Happy Dog

Happy Dog has over 50 years’ experience in making dog food with a devotion for quality. All-natural ingredients, high-grade raw ingredients and strict standards guarantee the very best for your furry friend. It’s not just dog food that Happy Dog are committed to, caring about the environment and sustainability is at the top of the list too! They use recyclable packaging, plant lots of trees – around 2500 a year, and are proud of their SOS Children’s Village Africa project where over 1 million Euros has been donated.

What was the objective?

1. Increase revenue from SEO channel 

2. Increase “generic” ranking keywords 

3. Integrate Paid and Organic strategies 

What was the challenge?

Following a website migration to Shopify in Q1 2020, Happy Dog had seen fantastic returns through improved UX and website functionality vs their old site. During the COVID-19 pandemic, Happy Dog had benefitted from the increased demand for ecommerce produce – especially food – with people looking after their pets’ bellies as well as their own; PPC had seen the lowest CPA on record. 

Having established themselves as leaders in the “pet food” category over a number of years using paid search, now armed with a new website asset, it was time to reduce reliance on paid media and ensure that Organic Search was an investment focus for future-proofing their digital growth. 

Our Process

As Infinity Nation had supported Happy Dog with an SEO migration support project earlier in the year, we were confident in the site’s technical performance, within the restrictions of the Shopify CMS for SEO optimisation. This allowed us to get stuck into helping the site’s content and collections and product pages to shine through. Regular technical health-checks throughout our SEO strategy allowed for a continual search for improvement to the site’s SEO performance. 

Our process began with an in-depth keyword research and ranking strategy project which allowed us to focus on the quick win terms and increase keyword rankings to the most relevant pages based on search intent and page relevancy in the customer journey.  

We then moved on and conducted further keyword research into the Shopify collection pages. (e.g.) collection page for dry dog food. From here we could identify relevant product pages and ensure that these were optimised for more transactional search terms. 

Once our keyword targets were segmented into “buckets” we identified opportunities to write blog posts to reach an audience who needed educating on the Happy Dog proposition, and this provided internal linking opportunities, increasing positive ranking signals to Google, improving relevancy for the user. 

As Infinity Nation also handle PPC management for Happy Dog, we worked closely with the paid team to identify underperforming landing pages with the aim of reducing CPCs and maximising ROAS for paid channels. 

We optimised the whole spectrum of SERP features by identifying top performing products through paid results and linking to these pages via Google My Business. This maximised the dominance of the Happy Dog brand on the SERP and provided additional purchase journey options for the user.

56%

Organic Revenue Up Year On Year (Vs Target 34%)

“Having helped us safely land a platform migration from Magento to Shopify in early 2020, Infinity Nation were the obvious SEO partner for us to deliver on our growth ambitions for this channel.

Their team provide clear recommendations and work well with us to solve SEO challenges and provide proactive solutions.

They haven’t disappointed and we look forward to what we can achieve together in the future!”

Hugo Griffiths Operations Director | Happy Dog UK Ltd

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