Tender Loving Pawz is a local pet boarding business in New Jersey. This is a new business, a side hustle for the two owners. They offer pet boarding for dogs, cats, and small animals, as well as daycare for animals and dog walks. All services are done with loving care. Through SEO consultation and mentoring they were able to increase online organic visibility for the website and start ranking their website for relevant keywords.
Challenge
The business owners wanted to increase traffic to their website. One of the two owners wanted to do the work themselves. The challenge was to help the co-owner through SEO consultation and mentoring increase online organic visibility for their website and start ranking the website for keywords.
Outcome
After 4 months of bi-weekly meetings, consultation, and mentoring the website ranked two keywords within the top 10 of SERP, impressions of webpages, and overall ranking of the website increased.
Solutions
The following topics were discussed, then applied by the business owner to their site and reviewed together.
- General overview and purpose of SEO including the different components of SEO: on-page SEO, Off-page SEO, technical SEO, and the special situation of local SEO.
- The benefits of an SEO audit, site audit, and landing page audit include the tools that can be used. e.g. SEMRush, ahrefs, Ubersuggest, Screaming Frog, PageSpeed Insights, SpyFu, etc.
- Reading and understanding SEO audits from Ubersuggest and Screaming Frog.
- Overview of the PageSpeed Insights results.
- The importance of keyword research and keyword mapping for a new website and then how to perform keyword research and keyword mapping. A template was provided.
- Tracking keywords and the value of this.
- An overview and explanation of some basic on-page SEO components: title tags, meta descriptions, header, internal and external linking, anchor text, alt image text, image names, page slugs, etc.
- Overview of how to make necessary SEO edits within Squarespace, the CMS the business owner built the website on.
- Overview and benefits of local SEO, Google Business Profile, and how to optimize GBP. General discussion of directories other directories for local businesses, as well as other ways to acquire backlinks for local businesses. E.g. chamber of commerce, participation in local community events, etc.
- Overview and value of data and analytics specifically, Google Analytics and Google Search Console. Ensuring GA and GSC are connected to the website.
- Reading, interpreting, and using the information from GA and GSC to continually optimize the website.
- Overview and discussion around personas and in particular for the client that Tender Loving Pawz serves.
- Overview and discussion around blogging and topic clusters. This included an overview and discussion about internal and external linking, and anchor text what it is, and why it is valuable.
- Overview of the structure of websites, the layout of the website pages, and overall website architecture including pros and cons of different structures. Then an overview of the Tender Loving Pawz website and suggestions for a more optimal structure, “flat”
Assets
Ranking of keywords in the top 10 SERP
Testimonial
“Lani and I are both Acadium PLUS members, a digital marketing mentorship platform for marketers with all levels of marketing experience. She has been instrumental in strengthening my SEO skills by acting as my mentor.
Nedjy Jules-Snead – Co-Owner of Tender Loving Pawz
Coming into the program, I needed a great deal of help with SEO, namely my business website. The site was not ranking on Google’s SERP. However, after attending our bi-weekly sessions and receiving key SEO advice from Lani, I’ve managed to dramatically increase my site’s ranking.
SEO can be tough to understand, especially if this information is presented in a technical manner. This was not the case with Lani. Even with the hardest topics in SEO, Lani effortlessly shared her knowledge in laymen’s terms, and it stuck.
I could not have asked for a better mentor.
Lani is patient, kind, easygoing, and non-judgmental. She is a very capable and knowledgeable marketer, and I am glad to have met her as I continue my journey to transitioning into the marketing industry.
Whenever I need assistance with my SEO efforts, I never hesitate to contact Lani because I know that I will be met with a positive attitude with versatile instruction.
Lani wholeheartedly deserves my recommendation. She is wonderful!”
