Helping Dec's Pets become an industry leader within the Irish Pet Space

When COVID struck, Dec’s Pets launched an eCommerce store to continue serving its regular customers. However, they quickly recognised the potential of online retail and began investing more heavily in growing this side of the business. Their ambition was to compete with some of Ireland’s biggest pet retailers, but they recognised that achieving this wouldn’t happen overnight. They needed an SEO strategy that balanced long-term growth with shorter-term opportunities, setting clear, achievable milestones along the way to build momentum and deliver commercial results.

We were brought in to lead SEO from the outset, ensuring it was considered across both the website and wider marketing strategy, with a clear roadmap towards their bigger ambitions.

Dec’s Pets were in the early stages of developing a new website when we came on board, giving us the opportunity to build SEO into the project from the outset. We started with an in-depth analysis of the market, search landscape and competitive opportunities to inform the site’s structure and identify where the biggest short, medium and long-term gains could be made.

Following the launch, our focus shifted towards building the brand’s visibility and authority, while continuing to strengthen the SEO foundations established through the new website. This meant balancing opportunities to drive more immediate results with activity designed to support sustainable, long-term growth.

New Website SEO Consultancy

We worked alongside the development team to ensure SEO was considered throughout the new website project, from site architecture and page structure to internal linking and technical best practices, creating a strong foundation that could scale alongside the business.

Category Page Content Creation

We developed and optimised content across key category pages, targeting commercially valuable keywords to improve organic visibility and help Dec’s Pets compete with more established retailers in the Irish pet market.

Traditional and Digital PR

We combined traditional PR with creative Digital PR campaigns to raise Dec’s Pets’ profile beyond its existing local customer base, securing media coverage, building relevant backlinks and strengthening the brand’s authority across Ireland.

Internal Team Training

We delivered practical SEO training to the Dec’s Pets team, giving them the knowledge and confidence to manage product content, follow SEO best practices and identify opportunities for improvement as part of their day-to-day responsibilities.

Since working together, we have achieved:

+2,200 additional monthly clicks

+597 first-page rankings

Including commercially valuable keywords such as:

Dog food – Position 6 (1,300 monthly searches)
Dog collar – Position 9 (400 monthly searches)
Dog treats – Position 5 (400 monthly searches)
Dog bandanas – Position 2 (150 monthly searches
Dog harness – Position 8 (700 monthly searches
Dog cooling mat – Position 1 (400 monthly searches)

+22 links with an average DR of 47

4x branded traffic in the first two years

Achieved a 15.2% average conversion rate across Direct and Organic

Launched Ireland’s first doggy vending machine, which grew into an established new product offering

Ran an adoption campaign alongside the WSPCA and helped get all the dogs adopted