Increase in organic traffic
More organic conversions
More keywords indexed
in top 3 spots
More keywords indexed

The Challenge

Key Problems

Fierce competition from other startup competitors
Challenging to rank for suburb-level keywords across 3,800 suburbs
Strong foundation with visibility for generic terms, though need to grow long-tail keywords
Technical updates required including cleaning up 404 errors and reducing % of backlinks with high toxicity
Mad Paws Case Study

Mad Paws is a Sydney-based startup revolutionising the pet boarding and pet accommodation market. They connect pets and pet owners with passionate local pet sitters — all through a safe and affordable platform. Mad Paws partnered with OMG for a period of 13 months, from February 2017 to March 2018.

Thousands of Aussies are choosing Mad Paws for their trusted community, booking guarantee, fast online payments, and free Mad Paws insurance policy. Plus, pet owners can have peace of mind knowing their pets are receiving the best personal care in trusted neighbourhoods — no cages or kennels in sight.

As a game-changing market leader, Mad Paws are expanding quickly and more recently developing trusted partnerships with companies like QANTAS. To continue growing their community of pet enthusiasts while outshining competitors, Mad Paws were ready to crush digital marketing.

They partnered with OMG on hyper-targeted SEO services that would catapult the website and organic revenue to new heights. See below how they achieved truly stunning results online!

In the pet sitting industry, the most profitable keywords are also the most competitive. Proven SEO strategies boosted this client’s search engine rankings – resulting in top 3 rankings for tough keywords such as ‘pet sitter’, ‘pet sitting services’, ‘pet minding services’, ‘pet hosting services’, and ‘dog sitter’.

Our Approach

To achieve digital domination in such a competitive space, Mad Paws needed an SEO strategy tailored to their goals. We created a campaign designed to boost search engine visibility, increase rankings, and multiply conversions.


Comprehensive competitor and keyword research to align Mad Paws with the most profitable keyword opportunity


Technical SEO and onsite audit to produce the most efficient and effective optimisation plan


Customised content strategy to establish Mad Paws market-leading status and dominate long-tail opportunity


Strategic link building to boost website authority and increase search engine visibility

Strategy & Execution

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