$2,000 Free Audit

Get A Proposal

Mad Paws

How Mad Paws Generated 100% More Organic Traffic



Increase in organic traffic


More organic conversions


More keywords indexed in top 3 spots


More keywords indexed

Meet Mad Paws

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! 

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
Case study date 10 April 2019

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
madpaws Flying Macbook Mockup 2
The OMG team was integral in highlighting new growth opportunities for Mad Paws during the time in which we worked together. Their guidance & support with content creation, technical SEO & realtime reporting enabled us to quickly get our organic acquisition strategy to the next level.
Mad Paws
Karim Mouahbi - Head of Marketing
madpaws case study wide mockup

First page visibility for explosive results.

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'. 

Breaking down a winning SEO strategy.


Hyper-targeted SEO brings in highly-qualified traffic and ready-to-buy customers.

Hyper-targeted SEO doesn't target any old keywords or visitors. Getting granular with which keywords are most relevant and profitable ensures your SEO strategies deliver both more traffic and more qualified traffic. For Mad Paws, this approach to SEO resulted in a 23% increase in organic conversion rate within 6 months.

Furthermore, getting hyper-targeted delivered a 100% increase in organic traffic and 70% growth in organic conversions. In terms of search engine visibility, the Mad Paws website was indexed for 86% more keywords in the same period of time.


Strategic link building grows website authority for top Google rankings.

When an authoritative and trustworthy website links to your website, Google sees this 'backlink' as a vote of trust and credibility. The more high-quality and relevant backlinks a website has, the greater search engine visibility you'll have — and this remains true until today.

That's why strategic link building was a core part of growing Mad Paws' online presence. Within 6 months, the number of referring domains increased by 65%. Furthermore, rankings multiplied and traffic doubled.

Join 5,000+ businesses

Smashing revenue goals with our weekly insights

Let's increase your sales.

Claim your $2,000 Audit for FREE by telling us a little about yourself below. No obligations, no catches. Just real, revenue results.