Organic Search
Backlinks and blog content that grew search visibility without a link-building budget.
Client
Design for Pets
Role
Strategy & writing
Year
2025–2026
Timeline
Ongoing
Guest blog backlinks
23
Domain Rating, from 3
3.7x
Search impressions
3.3x
Organic search sessions
Challenge
As a young site, DFP had almost no backlinks (Domain Rating 3), so even strong pages struggled to rank, and there was no budget for paid link building.
Approach
When a brand featured in one of our roundup posts offered products in exchange for more coverage, saw a better trade: content for content. Built an outbound guest blog exchange with design-minded brands, planning the strategy and partner tiers while a teammate ran outreach. Landed placements with NomoHaus, HÄDDEN, and Heymat.
Result
Domain Rating rose from 3 to 23 within three months. From March to September, search impressions grew 3.7x and organic search sessions 3.3x, without buying a single link. The same partnerships later became co-branded Instagram posts that drove 43% of organic follows.
Guest blog placements
Blog content
10x
Monthly blog clicks
8.6x
Monthly blog impressions
51%
Of site search
impressions from the blog
Challenge
Collection pages struggled to rank for competitive terms like "dog stairs," and the existing blog was a handful of short posts that barely showed up in search.
Approach
Refocused the blog on questions pet owners actually search, like bowl height, hiding behavior, and pet-safe plants. Wrote or led updates on more than 100 posts, using a tracker to prioritize updates from Search Console data and reviewing every revision before it went live. Audited for overlapping topics and for posts where AI Overviews answer the question before anyone clicks, so effort went where clicks were still possible.
Result
From October 2025 to September 2026, monthly blog clicks grew from 24 to 232 and impressions grew 8.6x. The blog now drives half of all search impressions for the site.
Top posts by search clicks
Search foundations
01
Keyword research
Rebuilt research for every collection page using Search Console, autocomplete, and Keyword Planner.
02
On-page standards
Set keyword rules for titles, meta descriptions, H1s, and Google Merchant Center listings.
03
Blog tracker and audits
Built a tracker and audit process to prioritize updates, with one firm rule: never change a published URL.
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