81% Organic traffic increase for Singaporean pet brand over 6 months

The project aimed to address the needs of two primary user groups. The first group consisted of pet owners, ranging from elderly individuals requiring assistance with their pets to busy young professionals and affluent users seeking to delegate pet care responsibilities.

The second group included pet service providers, such as companies and individuals offering services like pet sitting, dog walking, and grooming.

The core objective of the project was to enhance Furwy’s organic visibility in its home market of Singapore while also expanding its presence in the US. This dual focus sought to drive organic traffic, extend brand reach, and increase user engagement across both regions.

As a consultant, my role was pivotal in shaping the organic growth strategy. I focused on profiling the target audience and advising on effective organic acquisition tactics to ensure the project’s success. Fortunately, there were no significant constraints, such as budget, time, or technical limitations, that might have hindered progress.

The process began with a comprehensive analysis of Furwy’s website, which uncovered various issues, including challenges with JavaScript rendering. With these insights, I enhanced audience profiles by aligning keyword research with user needs, creating detailed user personas to inform the strategy. Next, I conducted extensive keyword research, identifying high-volume, relevant terms and mapping them to specific user intents to boost search rankings. Messaging and calls-to-action were optimized to better resonate with the target audience’s pain points and needs.

To support the expansion into the US market, I performed a state-level analysis using search volumes and pet ownership data to pinpoint high-potential regions. From this, a clear strategy and execution roadmap were developed, outlining actionable steps for organic growth in both Singapore and the US.

The project achieved remarkable outcomes. Within six months, organic traffic increased by 81%, and significant traction was gained in key US states identified during the market analysis. Through this process, critical learnings emerged: audience segmentation based on user needs and demographics was instrumental in crafting an effective organic strategy, and adopting a localized approach in the US market proved vital for achieving visibility and engagement in high-potential areas.

After a successful service launch in Singapore and investment in our online portal, expansion into other markets such as the US was critical to our growth. Dan was able to assess our site and help us implement international best practice, enabling us to grow our business.

Scott P, Furwy