Vet Client Increases Active Customers By A Huge 35% Thanks To Highly Targeted Award-Winning Local SEO Campaign

Client success is what it’s all about for the team at Click Intelligence, and we love nothing more than watching our clients grow. So, when our veterinary hospital client came to us to help them increase their online search visibility in their local area, we were keen to accept the challenge. The ultimate goal was to get higher rankings for relevant local search terms and become more visible in the search engine results pages (SERPs). Our hard work paid off with big results for our client – increasing their customers by 250 per month and appearing in the top three keyword rankings for relevant terms. If that wasn’t enough, our hard work was recognised at multiple industry awards.

Want to learn more about how we did this? We’ve put together this detailed case study with all the information you need to know.

Our Client’s Background and SEO Problem

Orting Animal Hospital is a veterinary hospital based in Orting, Washington, USA. When they came to us, they wanted to increase their local search rankings and visibility for the areas close to their location.

There were 6 neighbouring areas to Orting that the client wanted us to focus on. These were:

• Bonney Lake
• South Hill
• Puyallup
• Sumner
• Graham
• Fredrickson

Getting To Know Our Client: Laying The Foundations of Success

Central to our SEO campaign success was getting to know and working closely with our client. Building this relationship allowed us to make the most of the client’s local knowledge and gain an understanding of their direct competitors to come up with a bespoke SEO strategy that would enable us to achieve the goals we set out.

This close relationship also helped us build a clear picture of the target audience – pet owners in and around Orting – which meant we could create highly targeted, deliberate content and wider SEO strategy. Gaining this detailed understanding of our client’s background, target audience, and area meant we could develop a strategic approach to the areas we were targeting. We decided that targeting based on their population statistics was the right way to go based on the logic that 1 in 4 households are pet owners. Without laying this strong foundation, our approach would not have brought the same results.

Core Campaign Elements

With a solid foundation firmly in place, we could get to work on our campaign. These are the main elements we focused on:

On-Page Content Optimisation and Creation

To be able to target the above locations, we needed to create unique content for new ‘vet near me’ style pages that would bring value to pet owners and outrank competitors in the SERPs. Before coming to us, the existing location-based content was near duplicates, which wasn’t great for rankings.

However, carefully rewriting these pages with highly location-specific content that was tailored to the target audience’s needs was the way forward. We highlighted how Orting Animal Hospital is a convenient and quality option for pet owners as well as optimising title tags and headings helped to increase search visibility and engagement with the audience, positioning the client as an authority figure.

Link Building Strategy

Alongside our targeted location pages, link building made up a big part of the campaign. The focus was to gain high-quality backlinks from relevant publishing sites that focused on the themes of pets, animals, the outdoors, local news, and websites that were based in the Seattle area. Each relevant link we earned helped to position our client as an authority figure in their industry and allowed them to climb the SERPs.

Monthly Campaign Check-Ins

Central to our campaign were monthly check-ins with the client. In these meetings, we were able to review our progress and make any changes that were necessary for us to continue seeing results. This was vital as it allowed us to make the most of the client’s knowledge of the locality and other vets in the Orting area, which allowed us to tailor content to their needs to continue driving organic traffic.

What We Achieved

Our highly targeted campaign brought excellent results for our client. Their keyword rankings increased to within the top 3 positions for terms like local vet, vets in Graham, vets Bonney, Bonney Lake vets, and Bonney Lake vet. In addition, they started appearing in the top 5 positions for locations based on terms including Graham, Puyallup, and Bonney Lake.

The increase in rankings and the organic traffic that came with that meant Orting Animal Hospital saw exceptional growth. They had 733 active customers when we started and were able to add 250 new customers per month, which equates to a 35% increase. For context, most mature vet clinics can expect customer growth of between 5 and 10% each year.

Our campaign highlights the importance and efficacy of local SEO campaigns and lead to us being shortlisted for a range of industry awards, including the UK Search Awards 2024, Global Search Awards 2024, European Search Awards 2024, and US Search Awards 2024. It didn’t stop at being shortlisted; we were also the proud winners of the Best Local SEO Campaign at the Netty Awards 2024.

Takeaways

Thanks to our highly targeted approach, our client has seen a huge uplift in their online visibility, organic traffic, keyword rankings, and, most importantly, customers. This has helped Orting Animal Hospital stand out against the competition in the local area and bring in more business opportunities by growing its customer base.