Happy Dog

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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.