Our team began working with a newly launched veterinary services website targeting pet owners in Toronto, Canada. Starting from scratch, the goal was to build a strong SEO foundation, increase organic visibility in a competitive local market, and generate qualified leads through search. With no existing authority or optimization in place, the project required a well-structured SEO strategy focused on long-term growth and measurable results.
The Challenge
→ New Website with No SEO Foundation: The website was newly launched with no existing organic presence, backlinks, or domain authority.
→ Unoptimized Service Pages: Service pages were not targeting the right keywords for Toronto and surrounding areas.
→ Poor URL Structure: URLs were not structured in a way that supported SEO or user clarity.
→ Unclear Menu Structure: Navigation was not optimized for usability or search engines.
→ Highly Competitive Industry: The veterinary services space is competitive, especially in major cities like Toronto, making rankings difficult with a domain rating of zero.
Our Approach
To overcome these challenges, we implemented a full-scale SEO strategy focused on structure, content, authority, and performance tracking:
→ Service Page Research & Optimization: Conducted detailed keyword research for each service and rebuilt page structures to align with search intent and local SEO best practices.
→ URL Structure Improvements: Adjusted URLs based on keyword research to improve clarity, crawlability, and ranking potential.
→ Menu & Navigation Optimization: Redesigned the menu to be more user-friendly, highlighting priority service pages and improving overall site flow.
→ Content Expansion Through Blogging: Added a blog section to target informational keywords, attract top-of-funnel traffic, and guide users toward service pages.
→ FAQ Implementation: Introduced FAQ sections to improve visibility in search results and support discovery through AI-powered search tools and platforms.
→ Link-Building Strategy: Launched a targeted link-building campaign using relevant websites and accurate anchor texts to build authority from the ground up.
→ Technical SEO Fixes: Addressed technical issues to ensure the website remained healthy, fast, and easily crawlable by search engines.
→ Conversion Tracking Setup: Created events to accurately track form submissions and phone call conversions, allowing performance to be measured clearly.
Results After 6 Months
Within 6 months, the website showed strong and consistent growth across all key SEO metrics:
→ Clicks increased from 845 to 3,730
→ Impressions grew significantly, reaching over 800K
→ Average Position improved from 29 to 9.1, placing many pages on the first page of search results
This growth confirmed that the foundational SEO strategy was working effectively in a competitive local market.
Results Within One Month
Following continued optimization and carefully selected content strategies, performance doubled within just one month:
→ Clicks increased from 638 to 1,360
→ Impressions grew from 157K to 325K
→ Average Position improved from 7.8 to 6.9
This rapid growth was driven by publishing the right articles for the target audience and executing the strategy with precision.
Conversion Growth (Phone Calls)
Organic traffic growth directly translated into lead generation:
→ Phone call conversions increased from 25 in November to 43 in December, nearly doubling within a single month.
This case study highlights the impact of a well-executed SEO strategy built from the ground up. By focusing on structure, content, authority, and conversion tracking, we were able to turn a new veterinary services website into a strong organic performer in a competitive market driving both traffic and real business results in a short period of time.
