Dog Friendly Co. Ecommerce SEO Growth

Scaling Product Search Across Markets

Dog Friendly Co. engaged Intellar to grow its ecommerce SEO performance across product categories, generic searches and international markets.

The campaign needed to improve rankings for high-volume terms such as dog beds, dog harnesses and dog leashes while also capturing more specific product searches with stronger purchase intent.

We combined technical, content and link-building work across the site, started segmenting products into granular colour and size collection pages, and expanded supporting article content around product discovery and purchase questions.

International subdomains were also set up and optimised to improve indexation and search visibility across new markets. From January to July 2024, the campaign produced these year-on-year results.

The Search Problem

• The site needed to compete for broad, high-volume product terms while capturing specific searches with stronger purchase intent.
• Collection and content coverage needed more depth across product colours, sizes and use cases.
• International subdomains needed stronger indexation and market-specific search visibility.

What Intellar Changed

• Combined technical, content and link-building work across product categories, product pages and supporting content.
• Started segmenting existing products into granular colour and size collection pages tied to purchase-led searches.
• Set up and propagated international subdomains, then expanded article content and internal linking to support discovery in Australia and overseas markets.

What Improved

• Organic purchase revenue increased by 49.2% year on year from January to July 2024, alongside 37.3% session growth.
• Organic clicks increased by 20.5% and generic keyword visibility grew by 213.7% year on year.
• Product-led keywords moved sharply, including dog leash from position 85 to 3 and personalised dog harness from position 17 to 1.