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How I Skyrocketed My Pet Website’s Organic Traffic by 2,259%

Is your pet or veterinary business struggling to drive organic traffic to your website?

Or maybe you’re attracting visitors to your site, but they’re just not converting into paying customers?

You’re not alone.

It’s a problem I’ve seen many pet and veterinary businesses face.

Here’s the harsh reality…

Passionate, mission-driven pet and veterinary businesses with fantastic products and services are having trouble gaining visibility online.

They’re trying everything they can think of – from running expensive ads to constantly posting on social media – but nothing seems to work.

Instead of qualified, interested customers, they’re attracting unengaged traffic and wasting valuable time and resources.

This results in slow or stagnant growth, decreased revenue, and lost opportunities to make a real impact in the lives of pets and their owners.

It’s a frustrating, costly, and all-too-common problem.

But it doesn’t have to be this way.

A Proven Blueprint for Driving Targeted Organic Traffic

So, what exactly is causing this lack of organic traffic and conversions?

Usually, it boils down to a few things: a weak content strategy, low-quality content, or mis-targeted content that attracts the wrong users.

This is where well-targeted, high-quality long-form SEO content comes in.

In this case study, I’ll reveal the EXACT strategy I used to increase targeted organic traffic to my pet website by a staggering 2,259% using long-form SEO content.

Yep, this site you’re on right now.

What better place to test and tweak a content strategy than my own website?

Nothing in this case study is theory. I spent hundreds of hours learning about search engine optimization (SEO), keyword research, and competitor analysis.

More importantly, I put that knowledge into practice by using my own site as a testing ground for different strategies and techniques.

After seeing tangible results and ranking for competitive keywords, I knew I’d discovered a winning formula that could help pet and veterinary businesses skyrocket their organic traffic.

Client testimonial 1

Using my proven blueprint, I’ve helped multiple businesses rank for their target keywords, drive organic traffic to their site, and ultimately increase conversions and revenue.

These range from small businesses to multi-million-dollar brands, including PetDesk, Embark Veterinary, and Only Natural Pet.

This means you have a proven, step-by-step blueprint to follow. No more guesswork, no more trial and error – just results.

Client testimonial 2

What Exactly Is Long-Form SEO Content?

In just a moment, I’ll get into the details of my strategy and show you how to achieve similar results.

But first, let’s take a closer look at what long-form SEO content is – and why it’s so effective at driving targeted organic traffic.

Put simply, long-form SEO content is high-quality, in-depth written content that targets specific keywords and topics.

The same keywords and topics that pet owners and potential customers are searching for on Google and other search engines.

A few years ago, short form written content was all the rage.

Marketers believed that people had short attention spans and preferred quick, bite-sized pieces of content.

As a result, the standard advice was to keep blog posts and articles short and sweet, with a maximum word count of around 500 words.

But as search engines like Google became smarter and more focused on providing relevant, valuable content to users, the game changed.

The search engines began to prefer longer, more comprehensive content that answered users’ questions and provided real value.

This led to the rise of long-form SEO content, with word counts ranging from 1,500 words all the way up to 7,500 words or more.

Check out this graph from Hook Agency that shows the average content length for the top 10 results in Google search in 2024:

Content length infographic

If you think about it, it makes sense.

Wouldn’t you rather read one in-depth, well-researched article that answers all your questions and provides valuable insights? Instead of clicking through multiple short articles to find what you’re looking for.

What Are the Benefits of Long-Form SEO Content?

Long-form SEO content can deliver huge benefits for your pet or veterinary business. Here’s a quick overview of the some of the key advantages:

  1. Increased organic traffic. By targeting specific keywords and providing valuable content, you can rank higher on search engine results pages (SERPs), driving more organic traffic to your website.
  2. Higher quality traffic. Because long-form SEO content is more targeted and provides real value, the visitors it attracts are more likely to be interested in your products or services. This leads to higher quality traffic and ultimately, more conversions.
  3. Improved search engine rankings. As you consistently produce long-form SEO content, your website will become a valuable source of information for search engines. This can result in higher rankings and further increases in organic traffic over time.
  4. Establishes authority and expertise. By providing in-depth, valuable content on a specific topic or niche within the pet or veterinary industry, you can establish yourself as an expert and authority figure. This can build trust with your audience and lead to increased brand credibility.
  5. Opportunities for backlinks. When other websites link back to your long-form SEO content, it signals to search engines that your content is valuable and relevant. This can contribute to further increases in search engine rankings and organic traffic.
  6. Reduces reliance on paid advertising. With long-form SEO content, you can attract organic traffic without constantly paying for ads. This can save your business money and lead to more sustainable growth in the long run.
  7. Helps you escape the social media trap. While social media is a great way to connect with customers and promote your business, it can also suck up a lot of time and resources. Plus, platforms like Facebook are increasingly pay-to-play, making it harder to reach your target audience without paying for ads. By focusing on long-form SEO content, you can attract a steady stream of organic traffic and decrease your dependence on social media.

Why Don’t More Businesses Use Long-Form SEO Content?

Despite the many benefits of long-form SEO content, it’s still a highly underutilized strategy by businesses in the pet and veterinary space.

So, why is that?

The main reason is that creating high-quality, well-researched long-form SEO content takes time and effort. This can be daunting for busy business owners and marketing teams who already have a lot on their plate.

Creating this kind of content also requires a good grasp of SEO best practices, keyword research, and competitor analysis. Plus, it’s crucial to be familiar with specialized SEO tools like Ahrefs or SEMrush.

All of this can seem overwhelming, especially for businesses that are just starting to dip their toes into the world of SEO.

But as you’ll see, with the right guidance and a solid plan, it’s entirely possible to create and rank for long-form SEO content that drives real results.

The S.C.O.P.E. Process for Long-Form SEO Content Creation

Now that I’ve covered why long-form SEO content is so valuable, let’s dive into my step-by-step process for creating and optimizing this type of content.

I’ve named it the S.C.O.P.E. process, and it consists of five key steps as shown in the infographic below.

S.C.O.P.E. infographic

In this section, I’ll dive deeper into each stage, showing you how it all comes together to create powerful long-form SEO content. Then later, I’ll dig into some real data and show you the results of my proven process in action.

Step 1: Select Keywords

The first step in creating long-form SEO content is thorough keyword research. This involves analyzing potential keywords and focusing on the ones with relatively high search volume and low competition.

For my site, the goal was to find opportunities where I could create better, more comprehensive content than what was currently ranking on the first page of Google.

I also focused on long-tail keywords, which are longer, more specific phrases that people use when searching for something online.

Long-tail keywords are typically less competitive, so it’s easier to rank for them. But don’t underestimate their value – they can drive a lot of high-quality, targeted traffic to your website.

That’s why targeting long-tail keywords is an effective strategy for smaller businesses and newer websites that may have trouble ranking for highly competitive, short-tail keywords.

Here’s a simple guide to uncovering golden keyword opportunities using my favorite SEO tool, Ahrefs:

1) Set up an Account

First, head over to the Ahrefs website and sign up for an account that suits your SEO needs and budget. If you’re just starting out with SEO, pick the Lite plan. Once you’ve completed the registration process, you’re ready to start your keyword research.

2) Access the Dashboard

After logging in, you’ll land on the Ahrefs dashboard. This is your central hub for the suite of SEO tools and features that Ahrefs offers. For this short guide, I’ll be focusing on the “Keywords Explorer” tool, so go ahead and click on that in the top menu bar.

Ahrefs Keywords Explorer

3) Enter Seed Keywords

In the Keywords Explorer tool, you’ll see a search bar where you can enter your seed keywords. These are broad terms related to your niche or topic. For example, if you’re writing about dog training, your seed keywords might include:

  • dog training
  • puppy training
  • obedience training

Create a long list of as many seed keywords as possible.

Try to keep these to two or three words maximum (otherwise they’re no longer seed keywords).

Put the seed keywords in a Google sheet and you’ll get something like this:

Keywords spreadsheet

4) Use the Matching Terms Feature

After entering your seed keywords, navigate to the “Matching terms” tab on the left menu bar.

Matching terms 1

This feature will show you variations of your seed keywords, which can help you discover additional keyword opportunities you may not have thought of.

The Matching terms tab feature will also help you find long-tail keywords, which could be great opportunities for long-form SEO content.

Matching terms 2

5) Use Filters

To narrow down your list, use the filters provided. You can filter by search volume, keyword difficulty, traffic potential, and more. This will help you focus on the most promising keywords.

I’ve found that for smaller sites, it’s best to target slightly lower traffic and low competition. Here are some basic settings to enter in the Keyword Difficulty (KD) and Volume filters:

  • Keyword Difficulty (KD): 0-30
  • Volume: 0-1,000

Matching terms 3

The reason for this is that keywords with search volume over 1,000 will have already been targeted by brands with high domain authority making them hard to beat.

For smaller brands, this is a great way to get in under these brands and target low competition keywords the big boys aren’t yet going after.

6) Analyze Metrics

As you find more keywords, add them to your spreadsheet. You can then analyze the metrics and get a high-level overview of the strengths and weaknesses of each keyword:

  • Seed keyword. This is where you input the primary keywords. These should be relevant to your business or content theme and can be found using the Keywords Explorer and Matching terms tools in Ahrefs.
  • Search volume. This metric indicates how many times a keyword is searched on average in a month. It gives you an idea of the popularity and potential traffic that keyword can bring to your website. High search volume means more potential traffic but possibly more competition as well.
  • Keyword Difficulty (KD). KD is a score from 0 to 100 that estimates how difficult it would be to rank for this keyword in organic search results. The higher the number, the more competitive the keyword is. It’s calculated based on the number of backlinks that top-ranking pages for that keyword have, among other factors.
  • Intent. Here you categorize the keyword according to the searcher’s intent. Intent can usually be classified into four types: informational (looking for information), navigational (searching for a specific website or page), transactional (ready to buy or perform another specific online activity), and commercial investigation (considering a purchase and looking for more information). Understanding intent helps in tailoring content to meet the needs of searchers.
  • Topic ideas. This column is for brainstorming content ideas based on the seed keyword. For example, if your seed keyword is “dog training” potential topic ideas could be “10 Proven Techniques to Train Your Dog Like a Professional Trainer” or “The Benefits of Positive Reinforcement in Dog Training.”

By filling out these columns, you gain insight into which keywords are worth targeting, the kind of content you should create, and the level of effort needed to compete for rankings in search engine results pages (SERPs).

Remember, the goal is to identify keywords that have a good balance of decent search volume, manageable difficulty, clear user intent, and ample opportunities for creating engaging content.

7) Check Ahrefs’ SERP Overview

Within the Keywords Explorer tool, you’ll find a feature called the SERP (search engine results page) overview. This section shows you the top-ranking pages for each keyword and two critical metrics: backlinks and domain rating (DR).

SERP overview

Backlinks are links from other websites that point to a page. They’re important because they act like endorsements. The more a page has, especially from respected sites, the more credible it seems to search engines.

When you’re looking at the SERP overview, note how many backlinks the top pages have. Fewer backlinks could mean a better chance for you to rank with well-crafted content.

Domain ratings give you a quick sense of a website’s authority, with higher numbers indicating stronger, more established sites. Lower domain ratings for the top pages suggest it might be easier for you to compete on that keyword.

In practice, choose keywords where the top pages have lower domain ratings and not too many backlinks. This is your chance to create high-quality long-form SEO content that has the potential to outrank these pages and attract more traffic to your site.

8) Examine the Actual SERPs

After checking the SERP overview in Ahrefs, it’s also a good idea to manually search for your chosen keywords on search engines like Google. This gives you a real-world view of what your audience sees.

It takes practice and expertise to interpret these results effectively, as you’ll need to consider factors like featured snippets, ads, and local listings that may affect your ranking.

You can use the full version of Ahrefs or their free Website Authority Checker to check the DR of the sites on the first page of Google.

If most of them have a high DR (over 50) it might be tough to compete, but if they’re lower, you could have a better chance at breaking into the first page with a well-optimized piece of content.

Ahrefs Website Authority Checker

Look for thin, low-value content in the search results. If the pages ranking for your targeted keywords lack depth, detail, or seem outdated, this is your cue that there’s room for improvement and a potential opportunity for your content to rank.

Thin content often fails to fully answer user queries or provide substantial information. Search engines favor content that offers comprehensive insights and valuable information to users.

By identifying gaps in the current top pages, you can create richer long-form SEO content that better serves the audience’s needs and improves your chances of outranking the competition.

The steps above will get you started on the right track to finding golden keyword opportunities. Remember, it’s not just about getting traffic – it’s about getting the RIGHT traffic that converts into customers or clients.

You now have a good list of keywords to go after.

Now, you need to know what to do to make your content better than the competition’s.

Step 2: Competitor Analysis

Next, you’ll want to take a close look at the competition for your chosen keywords. This will give you vital information that can be used to improve your own content and outrank them in search results.

Here’s an overview of how I approach this stage:

  • List the competitors. First, list the main competitors for your chosen keywords – these are the top-ranking pages on search engines for each keyword you want to target. Ahrefs is particularly useful at this stage. It allows you to see who ranks for your target keywords and provides insights into other important metrics that can help you identify your main competitors.
  • Strengths and weaknesses. Next, examine the top content and look for areas you can improve. Analyze things like content length, quality, headings, images, and multimedia. Are there any gaps in the information provided? Is the content engaging and well-written? Buzzsumo is an excellent tool for this stage, revealing the types of content that are getting the most social shares and engagement.


  • Content differentiation. Finally, think about how you can approach things in a fresh way. For example, could you focus on a specific subtopic, use more recent data, or provide new insights? Ahrefs can assist here by showing you what kinds of content have been overdone, allowing you to find unique angles that haven’t been explored yet.

After studying your competitors with tools like Ahrefs and Buzzsumo, you’ll learn what they’re good at and where they’re lacking.

For example, if your competitors are skimming over topics and leaving readers with unanswered questions, it indicates their content is thin. You then have an opportunity to go deeper and fully satisfy the reader’s search intent.

Step 3: Outline the Content Piece

Before writing your content, it’s crucial to create an outline that covers all the necessary points and ensures your piece is well-structured. Think of an outline as your roadmap to engaging, SEO-friendly content.

When outlining the content for my site, I made sure to include things like heading tags, internal links, and meta descriptions.

These may seem like small details, but they have a big impact on rankings and user experience. That’s why it’s worth taking the time to get them right.

Here’s a quick breakdown of the sections I recommend including in each outline:

  • Target keyword. As discussed earlier, choosing the right keyword is crucial to your content’s success. Make sure to include it in your outline so you can keep it top of mind as you write.
  • Post title. This is the reader’s initial impression of the content. The title should be engaging while including the target keyword for SEO. It strikes a balance between attracting human readers and satisfying search engine algorithms.
  • Meta description. This short summary appears in search engine results and is designed to entice readers to click through to the full article. It’s another opportunity to include the target keyword and provide a snapshot of the content’s value.
  • Recommended URL. The URL is optimized for search engines and user experience. It’s best to use a simplified version of the post title, making it easy for both search engines and readers to understand the topic of the page.
  • Post outline. This is the body of the article, broken down into various sections and subsections. It’s based on the keyword research and competitor analysis conducted in the previous steps. Each section is labeled with appropriate heading tags (H2, H3, etc.) to improve readability and SEO. The outline includes key points to cover, ensuring the article is comprehensive and answers all potential reader questions.

  • Key takeaways. This section summarizes the most important points of the article, providing readers with quick insights they can easily remember or take action on.
  • Conclusion. The article ends with a summarizing section that ties all the key points together, often ending with a call to action or a question to engage the reader further.
  • Keywords to include. A list of secondary keywords that should be naturally incorporated throughout the article. These help the article rank for a broader range of search queries. To create this list, you can begin by leveraging Google Autocomplete to gather initial keyword ideas related to your primary topic. Simply type in your target keyword and see what other relevant phrases appear. The Matching terms tool in Ahrefs and tools like Surfer SEO are also very useful for generating a longer list of semantically related keywords. I’ll explain more about Surfer SEO in step 5.

Puppy training autocomplete

  • Recommended text length. A guideline for the article’s word count ensures the content is comprehensive enough for SEO and reader engagement. This is based on data from top-ranking articles for the target keyword.
  • Internal links. Suggestions for linking to other articles or pages on the same website help improve the site’s overall SEO and provide additional value to the reader.
  • Top competing pages. A list of URLs from competitors who are ranking for the same keyword. This helps in understanding the competition and how to differentiate the article.

By carefully planning these sections, you can ensure that each piece of content is not only well-structured and engaging for readers but also optimized for search engines. This will help you achieve high rankings and drive targeted organic traffic.

Step 4: Produce the 1st Article Draft

At this point, you have all the information you need to start writing your first draft.

Use the outline as a guide and write a rough draft of each section. Don’t worry too much about getting everything perfect at this stage – you’ll have time for revisions later.

When writing, focus on creating high-quality content that’s well-researched, informative, and easy to read.

You’ll also want to weave in your target keyword and secondary keywords naturally throughout the article. But make sure not to overdo it – keyword stuffing can actually harm your search engine rankings.

A couple of points I’d recommend:

  • Keep paragraphs short. This makes it easier for readers to digest the information and improves readability.
  • Use bullet points or numbered lists when appropriate. These can help break up text and make information easier to understand.
  • Don’t copy your competitors’ content. Instead, use their articles as inspiration and aim to create something unique and even better.
  • Don’t overuse AI. While AI tools can be helpful for paraphrasing, fixing grammatical errors, or generating content ideas, don’t rely on them too much. If you try to write everything with tools like ChatGPT, you’ll end up with low-quality (and sometimes inaccurate) content that’s packed full of filler and fluff.
  • Step away. After finishing a draft, take a break before moving on to revisions. If possible, I like to step away for a day and then come back to the content. This will help you see things with fresh eyes and catch any errors or areas for improvement.

Step 5: Edit and Optimize

Now, onto the fine-tuning. This is where you’ll make sure your content is polished and optimized for both readers and search engines.

Here’s what to focus on during the editing process:

  • Accuracy and comprehensiveness. Make sure all information included in the article is accurate, well-researched, and comprehensive. If there are any gaps or areas that need more information, fill them in at this stage.
  • Readability and flow. Go through the article and make sure it flows smoothly from one point to the next. Check for any awkward sentences or confusing sections that may need rephrasing.
  • Formatting. Use headings, subheadings, and other formatting elements to break up the text and improve readability. Make sure all heading tags are used correctly and consistently.
  • Keyword optimization. Check that your target keyword is included in the title, meta description, recommended URL, and throughout the article in a natural and organic way. Also, make sure to incorporate secondary keywords where appropriate.
  • Linking. Add internal links to other relevant pages on your website where it makes sense to do so. This helps improve website structure and provides readers with additional valuable content to explore.
  • Proofreading. Go through the article several times, checking for spelling, grammar, and punctuation errors. You may even want to use a tool like Grammarly or have someone else read over the article for an extra set of eyes.

If you want to take some of the manual labor – and guesswork – out of keyword optimization, it’s worth considering investing in a tool like Surfer SEO.

This helpful tool uses data from top-ranking articles for your target keyword to provide specific recommendations for optimizing your content. This includes things like ideal word count, keyword density, and semantically related keywords to include.

It’s beyond the scope of this case study to cover a detailed, step-by-step process for using Surfer SEO. But don’t worry – they’ve published an excellent in-depth guide on their website that walks you through the entire process.

In the next section, I’ll look at the real-world results of my long-form SEO content creation process and share some valuable insights and lessons I’ve learned along the way.

The Results of My S.C.O.P.E. Process

I know what you’re thinking – how did it all turn out? Was this process worth all the time and effort?

In short, the answer is yes. The S.C.O.P.E. process produced incredible results for my site, driving a significant increase in organic traffic and engagement.

But don’t just take my word for it – check out the data below for yourself:

To start with, here’s a screenshot of the site’s growth since it was first launched way back in 2015:

Site performance 1

As you can see, the site had very little organic traffic for the first few years. It was simply used as a portfolio site to showcase my copywriting and content marketing work.

But after I implemented the S.C.O.P.E. process and began publishing long-form SEO content, things quickly started to change.

I began tentatively publishing long-form SEO content in the final quarter of 2022. And as I grew more confident in my process, I ramped up the output to a couple of articles per week in the first quarter of 2023.

In just a few short months, this resulted in a significant increase in traffic, as shown below:

Site performance 2

Throughout 2023, organic traffic grew steadily, and it’s continued to increase month-by-month ever since.

This happened alongside several important Google algorithm updates, including core updates in August, October, and November, and the helpful content update in mid-September.

So, what did I learn from all this?

Put simply, my S.C.O.P.E. process works to generate steady and predictable monthly organic traffic growth. And the best part is, it can be dialed up or down to match the size and needs of any business.

Now, let’s take a peek at Google Analytics to compare traffic before I started publishing any long-form SEO content with the traffic after I implemented my S.C.O.P.E. process.

Have a look at the screenshot below. It shows a comparison of organic traffic between the same periods in 2022 (before) and 2023 (after).

Before and after site results

Did you notice the 2,259% increase in organic traffic? Yep, that’s where I got the eye-catching statistic used in the headline of this case study!

What This Means for Your Business

I conducted my long-form SEO content project on a small website with limited content. Despite that, I managed to boost traffic from under 100 to nearly 4,500 visitors per month within just a few months.

Now, you may be thinking this is small potatoes – and you’d be right! But this case study serves to demonstrate that my S.C.O.P.E process has huge potential for businesses of all sizes.

If you’re a small business owner, you can use my S.C.O.P.E. process to produce high-quality, SEO-friendly content more predictably and efficiently. As we’ve seen, this type of content ranks well in search engines and drives targeted organic traffic to your site.

Think about it, you only need to rank for a few key terms within your niche to start seeing a significant increase in traffic and potential customers. Plus, you won’t need to pour money into ads or spend all your time on social media to see results!

But what if you’re a larger business or corporation? Well, the same principles apply but on a much larger scale.

By implementing the S.C.O.P.E. process, you can significantly enhance your content marketing efforts, streamline your SEO strategy, and drive more traffic and conversions for your site.

In a nutshell, the S.C.O.P.E. process has the potential to revolutionize your content marketing and SEO efforts, regardless of the size of your business.

Are You Ready to S.C.O.P.E. Out Your Content Strategy?

I hope this case study has inspired you to explore the power of long-form SEO content for your own pet or veterinary business.

If you’ve read this far, you have everything you need to start implementing my S.C.O.P.E. process and see real results for yourself.

But if you’ve already got too much on your plate, don’t worry I’m here to help.

If we’re a good fit to work together, I can handle the entire process for you – from keyword research and competitor analysis to content creation and optimization.

Ready to talk about how I can help your business specifically? Get in touch or book a time on my calendar. I’d love to chat.