Case Study of Sassy Dog Fashions

Case Study of Sassy Dog Fashions
Business Model : USA's online pet store for custom dog clothes, dog lover gifts, personalized pet apparel, dog breed clothing, home decor gifts, and other pet accessories.

Sassy Dog Fashions is an online pet store offers a variety of designer dog coats and clothes, pet accessories and pet dog lover gifts. Most of the products on the store can be personalized by adding pet’s names. It also provides design and creation of custom pet clothes as per your custom order requirements.

Case Study of
  • Client:Sassy Dog Fashions
  • Campaign:SEO
  • Target Market:Northampton, Pennsylvania, USA
  • Industry:Pet Store
  • URL:
  • Challenges:

    The SEO challenge that we faced at the beginning of the campaign was the proper keyword research & targeting with focused on page optimization. The lack of Google Indexing of all the website pages and important on-page parameters (page titles, meta descriptions, header tags, canonical links) were main hurdles that we need to conquer. Above all, the major challenge was:

    • 1) High Competition
    • 2) No Backlinks
    • 3) Social Media Optimization
    • 4) Low Conversion Rate
    • 5) Generate Quality Traffic

Our Findings :

YourSEOPick team came out with following findings that were barriers for SassyDogFashions' poor performance on search engines.

Improper Title Tags:

Title tags are the most important on-site element to influence rankings. Title tags should be unique for each page with the brand at the end and the primary keyword at the beginning. Adding a unique title tag to each page summarizing the focus of the page will improve relevance and search engine rankings for targeted keywords. In previous title tags, we found that primary targeted keywords were not highlighted in titles.

Older optimized

Poor Meta Descriptions:

Meta descriptions are displayed in search results much like paid advertisements. Optimized meta descriptions are known to improve click through rate. Meta descriptions should include a call to action and align with the title and H1 tag of a page. In old meta descriptions, we found that primary keywords were not used.

Older optimized

High Page Load Time:

With continuous algorithm updates, the search engine giant, Google, emphasized on saving low page load times in order to improve user experience. In his update, Matt Cutts, Google’s Webspam team head, specified that the new algorithm update will consider site's page load time as an important factor for rankings. While technical assessment, YourSEOPick team tested the page load time & found that site takes 11 seconds which was slower than 72% of all tested websites.

The main factors that contributed to high load time were large css files, improperly optimized images & scripts, missing browser caching etc.

Missing Heading Tags:

Heading tags outline the hierarchy of content and must be unique to each page to help search crawlers understand the topical focus for a specific page and its subsections. Adding unique H1 heading tags to each page summarizing the focus of the page will improve relevance and search engine rankings for targeted keywords. During our technical assessment, we found that no h1 header tag is used on the homepage of site.

Older optimized

Domain Authority & Trust:

The domain authority of site is an important factor that ranks the site as high- quality or low- quality. It is measured on a 100 point scale, with any site above 40 being considered a fairly good quality site, and sites above 70 being considered truly high quality. When YourSEOPick team tested SassyDogFashions’ domain authority as compared to competitors, we found that it was 8 (out of 100) which states that the site's quality is low in terms of trust & authority & requires attention.

How we did it?


We understand that increasing visibility over internet is the key to success in online business. Sassy Dog Fashions’ being an online pet store, It should have a strong online impact and must continually be shown in search results to gain more and more mindshare with each potential pet lovers. Gaining higher rank on the SERPs was our prime objective as it will lead to more leads resulting in higher conversion. The major approach was set to optimize on-page factors and high quality link building by increasing backlinks, social reach, and online promotion.


Phase 1 – Website audit

Prevailing website was assessed against a list of checkpoints including major ones like website errors, design issues, links, url health, meta tags, article content quality, robots.txt, file size, alt tags, image optimization,xml & Visual sitemap etc.

After completion of website audit, major issues found with website were as follows,
  • W3C Errors
  • Missing alt tags
  • Missing H1 tags
  • Images more than 100kb
  • Improper meta tags
  • No Microdata
  • No Product Structured Data Markup
  • No Twitter Cards & Open Graph Tags
  • No SEO Friendly URLs
  • Improper links in XML sitemap
  • No Visual Sitemap
  • Improper Robots.txt

Phase 2 – Keyword research

Extensive keyword research on keywords like “pet shop online”, “custom dog clothes”,”pet apparel” etc.. was performed using keyword research tool like Google Ads.

  • Extracting the search term from each page of the website
  • Generating list of most relevant keywords
  • Analysing the keywords used by Competitors
  • Finding number of search results and global searches per month for each keyword.
  • Derivation of most appropriate, profitable generic keywords based on KEI and client demands
  • Derivation of secondary & long tail keywords for inner pages and specific pages.

Phase 3 – Onpage optimization

Onpage optimization being the most demanding aspect of Sassy Dog Fashions, was performed with content optimization in core of all onpage factors. Google webmasters tools and Google Analytics Account was set up to crawl and track the website errors & analyse the website traffic respectively. Apart from this, Sassy Dog Fashions was also optimized for SEO Friendly URLs, Image Size & Alt Text, Meta Title & Meta Description, linking structure, Sitemap & Robots.txt, W3C compliance and various other onpage factors.

Phase 4 – Website testing

Website assessment for errors, bugs, content mistakes and usability was performed to check out website's SEO health after onpage optimization.

  • Post optimization report sent to client.
  • Website finalization with client approval.

Phase 5 – Offpage optimization

As Sassy Dog Fashions targeted to USA, the core strategy for off-page optimization was set towards creating high quality natural backlinks, and social influence back links along with niche backlinks that could significantly help this kind of site to get higher rankings. We initiated by doing Article Submissions in high PR quality article sites. The title of the article focused on the generic keyword with inner category link in the body content.

Offpage optimization

Offpage optimization

At the later stage, YourSEOPick team continuously kept going with content sharing comprising of Blog Submissions, Blog Bookmarking, QA Submissions that are of high authority & PR (page rank) with maximum visits & clicks.

Offpage optimization

Offpage optimization

Offpage optimization

Offpage optimization


One key indicator of the success of this type of SEO campaign is based on how well non-branded search terms, terms that do not include the root of the company name, drive traffic to the site. In reviewing the Analytics for Sassy Dog Fashions, we found a drastic increase in organic search traffic for key phrases that do not include the root of the client’s company name.

Older optimized

Within a short period of time, we were able to hit the bull's eye by achieving the increased non-branded organic traffic & accomplished the following targets:


YourSEOPick Increased
  • 75 %

  • 1542

    Unique Users Daily Sessions
  • 1859

    Unique Page Views Sessions
  • 856

    New Users(Monthly) Sessions

Within 3 months, Sassy Dog Fashions ranked on first page for few keywords. Then we targeted more generic and highly competitive keywords and almost after 6 months they got placed on first page for various major search engines such as & Following are the list of keywords and their search engine rankings after 6 months of SEO services by YourSEOPick.

Offpage optimization

Projection :

After increase in search engine visibility and traffic conversions, our future projection for is to

  • Acquire 1st positions for each of the target keyword.
  • Increase social reach by Facebook and Twitter fan pages.
  • Focus on quality link building for gaining more web traffic.
  • Make SEO strategy meeting the requirements of the market and business.
  • Focus on getting organic listing through paid methods like PPC (Pay Per Click) and carrying out Ad Campaigns in Social Media Sites like Facebook & Twitter.
Offpage optimization