When the project started, Modern Pet had a beautifully branded store and almost no search visibility. Three years later their organic channel was the bigger half of the business.
Modern Pet is a premium pet accessories eCommerce store selling collars, leads, beds, and carriers designed with an eye for detail you don’t usually see in the category. The product was great. The paid traffic was fine. But organic search, the cheapest, most compounding channel they had, was barely contributing.
The core problem was predictable. Twenty-plus collection pages (dogs, cats, small animals, subcategories) with thin or missing content. No topical authority. No real internal linking strategy. Product pages that were optimised for the product, not for the search terms a buyer would actually use.
Over three years (2019–2022) the site went from a few thousand organic visitors a month to nearly 18,000. Ranking keywords grew 195.8%. Most importantly, estimated traffic value climbed nearly 500%, to $8,639/month. In other words: they were getting close to $8.6k/month of traffic that would have cost them that much in Google Ads to replicate.
This is the kind of client story I like, not a lucky week of ranking spikes, but the slow compounding you get when you fix the foundations, ship consistent content, and don’t panic every time Google moves a number.
If I was starting Modern Pet today I’d layer in AEO/AI SEO from day one. In 2019 that wasn’t on the map. In 2026 it’s table stakes, particularly for a considered-purchase eCommerce niche where buyers ask ChatGPT things like “what’s the best harness for a French Bulldog”.