This is how we helped a Melbourne pet care team show up for the searches that actually drive bookings.
Woofers World didn’t need fixing. Their service was already elite.
They’ve got a proper team, not a rotating cast of casuals: seven certified Dog Trainers, three Animal Handlers, three senior Dog Groomers, plus support staff keeping HQ and the salon running smoothly. They’re open Monday to Saturday out of Ormond, they operate 365 days a year, and because the team rotates weekends, there’s always someone on duty.
Most importantly, they know the pets. Call the office and you’re likely speaking to someone who’s actually worked with your dog, not a receptionist reading a script.
The problem wasn’t quality. It was visibility.
Because while Woofers World was winning in the real world, Google was still handing bookings to competitors who were simply louder online.
So we stepped in with a clear brief: make Woofers World the obvious choice for Melbourne pet parents searching for dog daycare, dog walking, pet sitting, and sleepovers, especially the “near me” searches that come from people ready to book.
The Challenge: Two Sites, Mixed Signals, and Missed Demand
When we first dug in, the big issue wasn’t one single thing, it was friction everywhere.
Woofers World had:
- Two websites (Woofers World and Woofers Sleepovers) competing with each other
- Service keywords floating around page two (or worse)
- Technical issues making it harder for Google to crawl and trust the site
- No scalable suburb strategy for local intent
- Not enough authority to outmuscle directories and aggressive competitors
And in pet care, the market is noisy. You’re not only competing with other businesses, you’re competing with directories, aggregators, and ads.
If Google isn’t 100% sure who you are, what you do, and where you do it, you get buried.
Our Approach: Make Google Confident, Then Customers Click
We ran the project in three layers, because that’s how local SEO actually moves the needle:
- Fix the foundation
- Build pages that deserve page-one rankings
- Scale local presence across Melbourne suburbs
Not glamorous, but it’s the difference between a quick spike and a channel that compounds.
1) Fix the Foundation: Clean Signals = Faster Wins
Before we touched content, we sorted the stuff that quietly kills performance.
Redirects and technical clean-up
We cleaned up 31 broken redirects that were sending mixed signals to search engines and wasting crawl paths. Broken redirects create dead ends, dilute relevance, and slow down indexation, especially when you’re trying to rank multiple service pages.
Once this was fixed, it became easier for Google to understand the site and easier for users to land where they actually meant to land.
Local business schema
We implemented local business schema so Google could clearly read the essentials:
- Who Woofers World is
- What services they offer
- Where they operate
- Opening hours and key business details
Schema doesn’t replace good SEO, but it removes guesswork. And local SEO is a game of removing guesswork.
Consistency across the web
Then we standardised their business information across the web, one name, one address, one phone number, everywhere.
This sounds basic. It’s also one of the biggest trust signals in local search.
2) Build Service Pages that Convert, Not Just “Rank”
Rankings are useless if the page doesn’t turn visits into enquiries.
So when we rebuilt key service pages, we focused on two outcomes at the same time:
Make the page genuinely helpful (so Google rewards it)
Make it feel safe and clear (so pet owners book)
Dog Daycare Melbourne
This is the big one. Highly competitive, crowded results, and most of page one is either big players or heavy directory listings.
We rebuilt the page to cover what pet owners actually want answered:
- What daycare looks like day-to-day
- How dogs are supervised and managed
- What the process is, start to finish
- What to expect, what’s included, who it’s for
- Trust signals placed naturally through the page
Result: moved from around position 14 to the edge of the top 10 and into real competition territory.
Dog Walking Melbourne
Different intent, same stakes. People searching this want reliability, flexibility, and someone they can trust with their dog and their home.
We refined the messaging, tightened relevance, improved internal linking, and made sure the page spoke directly to time-poor pet owners.
Result: jumped from around position 12 to position 7, a proper page-one position where clicks start to become consistent.
3) Suburb-by-Suburb: Melbourne Doesn’t Search as “Melbourne”
Here’s the truth: most people don’t search “best dog daycare Melbourne”.
They search things like:
- Dog daycare Prahran
- Dog walking Armadale
- Pet sitting Elwood
- Dog minding near me
So we built 30+ suburb pages designed to capture real, bookable local intent, without pumping out thin, templated filler.
Each page was created to feel like it belongs in that suburb, and to connect logically back to the service ecosystem through internal linking.
Examples included:
- Prahran Pet Care
- Armadale Dog Walking
- Elwood Pet Sitting
- Plus 27+ more targeted Melbourne suburbs
This is how you widen the funnel without chasing random keywords. You create a map of local relevance that Google can’t ignore.
4) Build Authority Outside the Site (the Part Most Brands Underestimate)
In competitive local markets, your website alone usually can’t overpower directories.
So we built authority properly.
Listings and citations
We created 60+ high-quality listings on trusted platforms, with consistent business details across each one.
Backlinks that don’t look spammy
We secured backlinks from reputable sources, with natural anchor text and a quality-first approach.
Not spray-and-pray. Not junk directories. Real placements that build long-term trust.
The Results: Visibility that Turns into Bookings
Once the foundation was clean and the strategy started compounding, the numbers followed.
Woofers World reached:
- 1,900+ monthly organic visitors
- 1,100+ keywords ranking
- 428 quality backlinks
- 93% of traffic coming from organic search
- Authority Score of 22 in a competitive niche
And the rankings that actually matter:
- Dog Walking Melbourne: Position 7
- Dog Daycare Melbourne: Top 15 and climbing
- Stronger visibility for dog minding and suburb-level “near me” searches across Melbourne
The Impact: More of the Right Enquiries, Without Paying Per Click
This is what we care about most.
Instead of relying on ads to be visible, Woofers World now shows up when pet owners are actively searching and ready to book.
That means:
- More inbound enquiries
- Higher intent leads
- Less dependence on paid traffic
- A channel that grows month-on-month as authority builds
It’s the difference between “marketing” and “infrastructure”.
Why it worked
A few things made this project click:
- We went after booking-intent keywords, not vanity terms
- We fixed the messy technical stuff first
- We built service pages for humans, then made them easy for Google to trust
- We played the local game properly, suburb-by-suburb
- We built authority in a way that compounds
What’s Next
This is not a set-and-forget win. It’s momentum.
Next steps include:
- Expanding suburb coverage across Greater Melbourne
- Pushing priority pages into top 3
- Refreshing and improving pages based on performance data
- Ongoing authority building to stay ahead of competitors
Want Your Business to Show Up Like This?
If you know your service is better than the competitors ranking above you, it’s usually not a “quality” problem, it’s an online visibility problem.
Click Click Media helps service businesses turn SEO into a consistent pipeline of enquiries, using strategy, clean execution, and content that actually converts.
If you want a plan to own your local market, reach out to Click Click Media and we’ll show you what’s possible.
