In our market report of the pet supplies industry, we analysed a broad range of brands and websites to see who’s crushing it with their online marketing strategy. Initially, Pets at Home looked like the ones to learn from, with their visibility score of 30K+. Yet, they weren’t doing anything special to get that spot – they simply had a monster authority. In time, we’ll dive into why their stronghold is there for the taking. For now, we’ll take a look at another site (that deserves the visibility they have).

Omlet is a worthy contender. They have good authority but are second on our visibility league table in the pet supplies market report. With a score of 11588 and a YoY increase of 114%, they’re definitely a brand to investigate. Although there are problems present, their site is still worth plenty of praise.

Below, you’ll find our breakdown for why Omlet has such a good online presence and how you can too (if you deploy similar techniques).

Fully Fleshed Product Pages

Your product pages are where you do the majority of your selling. In all instances, they should be fleshed out and filled to the brim with information, to help your customers come to a buying decision.

It is a key job to make sure these pages are working properly. Yet, you’ll be surprised to see how many ecommerce and physical products stores leave out essential selling material on their site.

Fortunately, Omlet isn’t the villain here. They’re actually the hero.

They have some of the most extensive product description pages I’ve seen. All of which are packed with useful and practical information that helps consumers come to a reliable buying decision.

Each product page also has pictures of the product IN USE. People are using it and there’s even a video to give you more insight into what each product does and feels like. One of the key problems with online shopping is the inability to actually touch the product. With pictures like the ones Omlet is using, consumers can imagine what it would be like more easily, helping them to make a purchase.

Free Additional Value to Incentivise Purchases

The word ‘free’ is one of the best words in sales and marketing. If you can get this word in your product descriptions, you’ll likely increase conversions. The same effect can be produced from the addition of ‘bonuses’ or free add-ons. These can increase the perceived value of products and don’t have to eat into margins if they’re done correctly.

Omlet had managed to use this tactic on some of their product descriptions. Namely the products they’re well-known for, such as the Eglu. They offer free feeders and drinkers, as well as free egg boxes and chicken shades to anyone who buys. On top of this, a 30-day guarantee is thrown in to sweeten the deal even more.

If you’re looking to increase conversions, utilising free bonuses is a quick win to get the ball rolling.

Amazing Guides for Every Animal

Guides and educational-based content is an excellent way to thicken the categories on your site. When Google analyses your content, it looks at the associated pages and categories related to the topic. If you want to rank a category page better, improving the depth of the supplementary content around that category is a good way to go.

In the past, using guide content to increase category performance has worked well for our own clients. Adding buying guides and content to support head terms has resulted in more visibility and traffic, thus resulting in more sales. It’s something we recommend all the time.

Omlet appear to have got the message already. They have guides on every animal they sell a product for. Better yet, these guides are linked to from the main category pages, creating a laser focused association (in the eyes of Google).

These animal guides are huge as well. They discuss everything from the breed, the anatomy, as well as answering all the questions consumers may have before making a purchase. Along with these guides, they also have customer pet images on each of the pages, incentivised by offering a £1 for each picture sent in.

If you’re thinking about creating content to support your existing categories, Omlet are definitely a brand to take some tips from.

Useful Information About Animals

As well as extensive guides, Omlet also have breed information about every animal imaginable. Although the pages are small and could do with some optimisations, it’s still a good start.

The information they have is precise and explains everything from their history, behaviour, and appearance.

It may be a smaller section of the site, especially when compared against the guides section. However, it is still an important content hub that influences the ranks of their main money pages.

Solid Internal Link Structure

As briefly mentioned above, Omlet have their guides linking directly from their categories, and although this might seem like a minor adjustment, it is pretty important in the eyes of Google.

Making sure your content links together in a structured, relevant way helps GoogleBot to know how each page relates to one another. Important if you’re trying to improve the depth of a main category.

Omlet have internal links pointing from the top copy on their category pages to key products and have links pointing to sub-categories. This is something that many other sites need to get on board with.

By helping Google navigate and understand your site better, you’ll be able to achieve great visibility for the pages you care about most. Omlet sets a good example and is one to mimic if you’re looking to implement this important strategy. 

Doorway Pages to Tackle the ‘Intent Issue’

One of the key problems with main category pages revolves around funnelling intent. If someone is searching for ‘gerbil cage’, it is not exactly clear what cage they’re looking for specifically. Although this is a commercial keyword, if it isn’t managed properly, you could quickly lose the sell.

To combat this, doorway pages can be implemented to control the flow of intention better. They are essentially category pages that offer specific sub-categories to produce the products the consumer is actually after.

Omlet have implemented these pages well and help guide their users to the sub-categories they’re specifically looking for.

These pages often result in better dwell time and reduce bounce rate. All of which have a positive effect on your visibility as Google may consider engagement metrics when deciding how to rank you.

There is Still More to be Addressed…

Although Omlet is performing well, experiencing a visibility increase of 100%, there is still much we haven’t uncovered with their SEO and website strategy.

We only had access to face value measures and didn’t have access to their Google Analytics or Google Search Console. If we had these in our hands, we could have analysed their site a whole lot deeper.

Nonetheless, it is clear why Omlet are doing so well. If you’re looking to drastically improve your own SEO strategy this year, these are the guys to watch.

Get in touch with us today and get a free audit to reveal where your strengths and weaknesses in your online strategy. Call now on 0800 122 3530.