SEO Case Study - Cessna Pet Store - Online Pet Supply Store - India

Cessna Pet Store is a leading online retailer store of pet supplies and pet essentials in India. It is a branch of Cessna Lifeline, which is a vet clinic. From the time of its establishment, the online store has gradually emerged as the best online pet store by providing the best pet supplies and customer support.

Although the main body, Cessna Lifeline Clinic, had an impressive reach, the online store, Cessna Pet Store, was unable to get that reach. Just like their vet clinic, the clients wanted the online store to reach a larger audience.

This case study is about Cessna Pet Store’s journey with MageComp, a before and after comparison of the store after relying on MageComp for their digital marketing and SEO needs.

Contents

0.1 1. Pages were not indexed
0.2 2. Low Keyword Rankings
0.3 3. On-page issues
0.4 4. Technical Issues
0.5 5. Configuration of Essential Tools
0.6 6. Added Appealing Banners
0.7 7. Backlink Building
0.8 8. Starting Content Marketing
0.9 9. Local SEO
0.10 10. Coupon Code and Product Submission

1 Outcome

1. Pages were not indexed

Indexing of website pages is extremely important for search engines to identify your website content and rank it on search engine results. When Cessna Pet Store came to MageComp, the web store faced indexing issues where certain website pages were not getting indexed on Google Search Console appropriately. This issue led to a decrease in visibility and traffic for those website pages.

Solution

As a solution for this issue, our SEO experts created an updated sitemap for the website and reindexed it on Google Search Console. By ensuring that all relevant pages were included in the sitemap and submitting it to Google for indexing, the store’s visibility improved, leading to increased organic traffic.

2. Low Keyword Rankings

Page indexing is not enough for a website to be visible to its users. To enhance visibility, attract relevant traffic and improve search engine rankings, identifying and targeting the proper keywords is very important.

Unfortunately, Cessna Pet Store did not have proper keyword research and optimization, which is why the store struggled to rank for relevant search queries, decreasing its organic traffic and sales.

Solution

Our team conducted comprehensive keyword research to identify high-volume and low-competition keywords relevant to the pet supply niche. By analyzing search trends, competition levels, and user intent, they curated a list of targeted keywords to focus on across various website elements, including meta titles, descriptions, headings, and content. This strategic keyword optimization helped us improve the store’s visibility in search results and attract more qualified traffic.

3. On-page issues

The online store encountered several hurdles in terms of optimizing its web pages. These included inadequately optimized meta titles and descriptions, URLs that were not friendly to search engines, insufficient content, and underlying structural concerns.

Solution

To address these issues, the team implemented a series of on-page optimization strategies. They added unique and descriptive meta titles and descriptions to all category pages, incorporating targeted keywords to improve relevance and click-through rates.

URLs were optimized to be concise, descriptive, and keyword-rich, following SEO best practices. Thin or duplicate content was rewritten and expanded with valuable information, enhancing the user experience and SEO performance.

Additionally, H1 tags were optimized to reflect the content of each page accurately, and custom 404 error pages were created to guide users back to relevant content. Regular audits and updates ensured ongoing on-page optimization efforts.

4. Technical Issues

The store’s performance and search engine visibility were negatively affected by technical issues such as an unoptimized sitemap, robots.txt file, and errors reported in the Google Search Console. It’s important to address these issues in order to improve the store’s overall search engine optimization strategy.

Solution

Our team conducted a thorough technical audit of the website to identify and address underlying issues. They optimized the sitemap and robots.txt files to ensure proper indexing and crawling by search engines, removing any unnecessary or outdated directives.

Additionally, they resolved errors reported in Google Search Console, such as crawl errors, mobile usability issues, and security issues, to improve overall site health and performance. Regular monitoring and maintenance ensured that technical issues were promptly identified and resolved to maintain optimal website functionality.

5. Configuration of Essential Tools

To effectively track and analyze website performance, setting up and configuring essential tools like Google Tag Manager, Google Analytics 4, Google Search Console, and Google Merchant Center is crucial.

These tools enable businesses to gain valuable insights into their website’s traffic, user behaviour, and other key performance metrics, helping them make data-driven decisions and improve their online presence.

Solution

Our SEO experts meticulously set up and configured all these essential tools to ensure accurate tracking of website traffic, user behavior, and performance metrics, along with implementing event tracking and custom tags in GTM to track specific user interactions and behavior.

Configuration of GA4 helped with tracking key metrics and generating actionable reports for data-driven decision-making with GSC. Whereas Google Merchant Center enabled monitoring of search performance and product listings, respectively. Ongoing monitoring and optimization of these tools ensured accurate data collection and analysis for continuous improvement.

6. Added Appealing Banners

Cessna Pet Store was in search of a solution to improve their home page and our SEO experts acknowledged the use of attractive banners for the store’s amazing offers could effectively highlight their essential products, offers, or seasonal campaigns to attract more customers.

Solution

Our team of experienced graphic designers designed eye-catching banners, highlighting the promotions and events easily. Whereas our developers strategically implemented them on the homepage to attract visitors’ attention and drive engagement.

A/B testing and performance analysis helped optimize banner placement, design, and messaging for maximum impact and conversion rates. Regular updates and rotations kept the homepage fresh and dynamic, enticing visitors to explore further and make purchases.

7. Backlink Building

Having a high domain authority is crucial for online websites. High domain authority helps visitors gain trust in the website. Building a strong backlink profile was crucial for improving the store’s authority and search engine rankings. However, acquiring quality backlinks from reputable websites required strategic outreach and relationship-building efforts.

Solution

A comprehensive backlink-building strategy focused on acquiring high-quality, relevant backlinks from authoritative websites in the pet care industry. This involved reaching out to bloggers and industry publications for guest posting opportunities and participation in relevant online communities and forums.

Additionally, our experts leveraged business listings, directories, and local citations to build a diverse backlink profile. Ongoing monitoring and analysis of backlink metrics helped identify opportunities for further optimization and expansion of the store’s link profile, ultimately improving its search engine rankings and online visibility.

8. Starting Content Marketing

Retaining visitors is crucial for every online store, by updating visitors with your blogs with insightful and informative posts not only helps in establishing thought leadership but also contributes to better search engine optimization performance. Therefore, it is vital to prioritize creating fresh and engaging content for the blog to enhance its effectiveness as a marketing tool.

Solution

Our digital marketing team developed a content calendar and publishing schedule to ensure timely blog updates. Each blog post was meticulously crafted to provide informative and engaging content for pet owners, addressing their pain points, interests, and needs.

Keyword optimization, internal linking, and social media promotion helped improve the visibility and reach of blog content, driving organic traffic and engagement.

Performance metrics such as page views, time on page, and social shares were tracked and analyzed to measure the impact of blog posts and guide future content creation efforts.

9. Local SEO

To improve your visibility in local search results, it’s crucial to manage your Google My Business (GMB) profile actively. This involves regularly updating and optimizing your profile, as well as engaging with your customers. By doing so, you can increase your chances of appearing in relevant search results and attracting potential customers to your business.

Solution

The team optimized the GMB profile with accurate and up-to-date information, including business hours, contact details, and service offerings. They regularly posted updates, promotions, and customer reviews to keep the profile fresh and engaging. Additionally, they encouraged satisfied customers to leave positive reviews and ratings, improving the store’s reputation and credibility in local search results. Ongoing monitoring of GMB insights and performance metrics helped track progress and identify areas for optimization, ensuring maximum visibility and engagement with local customers.

10. Coupon Code and Product Submission

The store offered discounting offers regularly, ensuring effective promotion of best-selling products, and adopting a strategic approach to their placement and visibility across various online channels. This can help maximize their reach and impact, ultimately leading to increased sales and customer engagement.

Solution

For this, our team engaged in targeted submission activities across relevant platforms, directories, and marketplaces, promoting both monthly discount offers through coupon code submissions and best-selling products. By strategically placing these promotions across various online channels, Cessna Pet Store maximized visibility and attracted more customers, ultimately driving sales and revenue.