Client Overview
Industry: E-commerce Pet Supplies
Location: Ireland
Services Provided: SEO, AI SEO, Google Ads Management, Conversion Rate Optimisation (CRO), Website Development, Content Marketing & Link Building
Timmy’s Pet Shop came to New Era Digital with ambitious plans to grow their online store and compete with much larger pet retailers.
While they had an excellent range of products and a loyal customer base, they knew their website wasn’t reaching its full potential. They wanted to improve their online visibility, increase organic traffic, grow online sales and build a sustainable e-commerce business.
Since partnering together, we’ve worked as an extension of their team, continually improving every aspect of their digital marketing strategy—from SEO and Google Ads through to conversion optimisation, website improvements and AI search visibility.
The Challenge
Before working with New Era Digital, Timmy’s Pet Shop faced several challenges:
- Limited organic visibility for high-value pet product searches.
- A website that wasn’t fully optimised for search engines or conversions.
- Weren’t making a return on investment (ROI) with paid advertising
- Missed opportunities to increase average order value and customer lifetime value.
- Limited visibility across emerging AI search platforms.
The goal wasn’t simply to increase traffic—it was to create a scalable online store capable of generating consistent sales and long-term growth.
Our Approach & Strategy
Rather than focusing on one marketing channel, we implemented a comprehensive digital growth strategy.
SEO Strategy
We optimised the website architecture to improve crawlability and user experience, while carrying out extensive keyword research to target high-intent searches across hundreds of pet products and categories.
This included:
- Technical SEO improvements
- Category page optimisation
- Product page optimisation
- Internal linking strategy
- On-page SEO
- Ongoing keyword expansion
- Local SEO
Website & CRO
Working closely with the client, we continually improved the shopping experience by:
- Improving navigation
- Creating clearer product categories
- Optimising calls-to-action
- Improving page layouts
- Enhancing the customer buying journey
- Increasing trust throughout the website
One of the biggest improvements was introducing a subscription service, giving customers the option to automatically reorder their pet food and supplies.
Today, over 300 customers subscribe to recurring orders, creating predictable monthly revenue for the business.
Content Marketing
We developed ongoing SEO content designed to target informational searches and bring new customers into the website before they were ready to purchase.
This content also supported category pages and product rankings by strengthening topical authority.
Link Building
High-quality backlink campaigns were implemented to increase the website’s authority and improve rankings for competitive keywords.
AI SEO
As search continues to evolve, we also optimised Timmy’s Pet Shop for AI-powered search platforms.
Today the business is being cited across AI search engines for numerous product-related searches, helping future-proof its online visibility.
Google Ads Management
Alongside SEO, we continue to manage high-performing Google Ads campaigns to generate immediate sales while supporting long-term organic growth.
Campaigns are continually refined to maximise return on investment and focus budget on the highest-converting products.
The Results
Our ongoing partnership has produced significant business growth across multiple areas.
Organic Search
Over the last 12 months:
✅ Organic clicks increased by 150.8%
✅ Search impressions increased by 126.2%
✅ Average click-through rate increased by 18%
Google Search Console data shows over:
- 10,600 organic clicks
- 685,600 search impressions
Website Performance
Compared to the previous period:
🚀 Sessions increased by 216%
🚀 Users increased by 212%
🚀 New users increased by 193%
🚀 Page views increased by 216%
🚀 Conversions increased by 281%
The website now attracts over 48,000 sessions and has generated more than 2,300 tracked conversions.
Keyword Growth
Since beginning our SEO campaign:
📈 Keywords ranking in Google increased from 2,162 to 2,455, representing a 13.6% increase.
The website now appears across numerous Google SERP features including:
- Featured Snippets
- Local Pack
- Knowledge Panels
- People Also Ask
- Image Packs
- Video Results
This gives Timmy’s Pet Shop significantly greater visibility than traditional rankings alone.
Future-Proofing with AI SEO
Today Timmy’s Pet Shop is appearing within AI-powered search engines such as ChatGPT, Google AI Mode and other AI platforms, helping them stay ahead as search continues to evolve.
E-commerce Growth
The improvements haven’t just generated more traffic—they’ve generated better customers.
Key achievements include:
- Over 300 active product subscriptions
- Increased product discovery across hundreds of products
- Higher online sales
- More new customers
- More customer reviews
- Successful launch of new product ranges, including Booster Bites
Before vs After
| Before | After |
|---|---|
| Limited organic visibility | 150% increase in organic clicks |
| Lower website traffic | 216% increase in sessions |
| Fewer online conversions | 281% increase in conversions |
| Limited keyword rankings | 2,455 ranking keywords |
| No subscription revenue | 300+ recurring subscriptions |
| Limited AI visibility | Cited across AI search platforms |
| Lower product discovery | Hundreds more products being found through search |
Final Thoughts
Timmy’s Pet Shop demonstrates what’s possible when SEO, Google Ads, website optimisation and conversion rate optimisation all work together.
Rather than relying on one channel, we’ve built a digital marketing strategy that generates traffic from multiple sources, converts more visitors into customers and continues to grow month after month.
The result is a stronger brand, a more profitable online store and a business that’s well positioned for the future of both Google Search and AI-powered search.
Looking to Grow Your Online Store?
Whether you’re launching a new e-commerce website or want to increase your existing sales, we can help you build a digital strategy that delivers measurable results.
Book your free 15-minute discovery call today and let’s discuss how we can grow your business.
