How Mad Paws Generated 100% More Organic Traffic

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


Mad Paws

About Challenges Our Approach Strategy & Execution Outcomes Key Results



Startup & Technology

Company Size


About Challenges Our Approach Strategy & Execution Outcomes Key Results

About 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!

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’.

  • 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

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.

Strategy & Execution

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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.

OMG - Badge - Search

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.


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.

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.

Key Results


Increase in organic traffic


More organic conversions icon 45% More keywords indexed


More keywords indexed in top 3 spots


More keywords indexed

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