Seasonal Trends 
Visibility Vs Authority 
Link Acquisition 
Content Performance 
10 minutes
Reading time
20 pages
Length
Updated May 2019
We’ve produced a 2019 Pet Supplies Market Performance Report.
The report helps leading pet suppliers to understand their place in the market better, seeing how they perform compared to competitors in their digital landscape.
Featuring the top websites in this market, we’ve produced an analysis that ranks them based on performance areas for individual brands. This means a brand could be topping the chart for SEO Visibility but sits lower down the rankings for Brand Reach and social scores. We also look at Link Authority and the keyword opportunities within the Pet Industry digital landscape.
Don’t worry if you can’t see your company in the lineup – our data is sourced across the whole industry, so if you ask, we can provide it for you. We only publish the highest performing websites to give a topline view of the sector, but our research spans the whole market.
We don’t only source our data to produce a report, we also analyse it so that we can understand the market more clearly. We’ve highlighted our findings from the report and discussed them in more detail here. This will give you a more detailed look at the Pet Supplies market to use alongside the report.
Organic visibility is one of the most important metrics to look at when informing on your SEO performance. We’ve ranked our Pet Supplies sites to see who’s winning in this department.
Pets at Home remained the market leader but did lose 28% of their visibility year on year. They are still miles ahead of anyone else in this field in terms of visibility but should be careful as other retailers are stepping up their game and will soon overtake them if they aren’t careful.
Zoo Plus has had a much more successful year, increasing their visibility by 28%.
Next up is Omlet who has more than doubled their visibility YoY with a massive 119% improvement.
Viovet has also had a successful year, improving their visibility by 59%.
Making up the top five is AllPondSolutions who have had a fantastic 117% increase in visibility.
The rest of the top ten has seen both wins and losses:
We also want to point out massive improvements for World of Water (+123%), Real Aquatics (+758%) and Doggie Solutions (+101%) all of whom have moved into the top 20 this year.
In our report, you’ll find a list of top competition and best opportunity keywords. The opportunity keywords tend to be longer tail keywords or keywords that serve a particular niche.
Well done to Pets at Home who is ranking in position 1 for the highest competition keyword ‘fish tank’. They are ranking within the top 3 for almost all the top competition keywords.
A huge congrats to Natural Instinct for ranking in position 1 for the highest opportunity keyword ‘raw dog food’. Despite being 45th in our table for overall visibility they are clearly serving their niche well and going after the right intent-based keywords.
It’s not all about products – RSPCA is ranking in the top 3 for the term ‘dog crate’ with their ‘Choosing the right dog crate’ guide. This proves there must be a need for knowledge in this area.
The term ‘dog drying coats’ has a featured snippet which has been won by Ruff and Tumble Dog Coats. They’re also appearing in position 1 and 2 for these terms.
Getting a featured snippet is another way of getting to the top of the page if you’re ranking below the top 5.
Read our featured snippet guide to see how you can do it.
Location is key – some of the high competition keywords contain ‘near me’. Focusing on local SEO is key to succeeding in this market.
Google’s Venice update in 2012 means that the search engine now takes a user’s location into consideration when providing search results, populating results that appear most relevant to their location and query.
Implementing map packs SCHEMA markup on your site can help you rank for localised terms as it instantly tells Google which areas you have stores in. This can be a brilliant way to get onto page 1 even if you don’t rank organically for a search term.
Social media isn’t just a place to check out your friends’ holiday snaps. It’s also one of the biggest platforms to promote your brand, its ethics and show your customers what you’re all about.
Pets at Home is top of the social charts with the highest number of brand searches and high owned social score. It’s clear to see why when you look through their social feeds.
Here are some things we loved:
Chewy has the highest owned social score, putting them in 3rd place on our social chart.
The posts which gain the most engagement on their Facebook feed tend to be helpful articles. This is a great way of providing selfless content and information to your customers, and if they share the posts your brand name is opened up to a wider audience who can also benefit.
We really like their Q&A posts on Instagram which give quick snippets of information that people seem keen to engage with.
Their brand tone and aesthetic runs through everything they do which is vital to building a strong brand identity.
Visiting a site that has poor page speed can be very frustrating. Not only is it bad for UX, but it can also damage your SEO performance, as Google will waste time crawling your slow, sluggish pages when it could be doing much more on your site.
So, it’s no surprise that Page Speed is an important ranking factor.
These were the top five retailers for Page Speed which we tested using Google PageSpeed Insights:
Want to know more about our Pet Industry data? Speak to us today and don’t forget to download the report.
