What Is Complete And Balanced Nutrition For DogsHilary Watson
Presentation describing the 36 essential nutrients for dogs and the research and regulatory bodies that define them. Explains why complete and balanced nutrition should be the goal of all dog owners.
This presentation explores key drivers influencing the global pet care industry, highlighting where Asia Pacific and Australasia fit within the global market. This presentation was originally presented at the Pet Food Industry Association of Australian National Conference in Melbourne.
What Is Complete And Balanced Nutrition For DogsHilary Watson
Presentation describing the 36 essential nutrients for dogs and the research and regulatory bodies that define them. Explains why complete and balanced nutrition should be the goal of all dog owners.
This presentation explores key drivers influencing the global pet care industry, highlighting where Asia Pacific and Australasia fit within the global market. This presentation was originally presented at the Pet Food Industry Association of Australian National Conference in Melbourne.
The animal health care market in the world has grown remarkably over the past few years due to the growth in the emerging markets such as China, India, Indonesia, Thailand, Malaysia and Taiwan followed by US and Europe. The animal health industry’s SWOT analysis provides animal health solutions to society depends on its in-depth knowledge of both cutting-edge technologies and classical veterinary science to innovate and keep up with the animal and human health challenges of new and emerging diseases. The main finding of this project indicates India is one of the important markets and can be seen as a key growth area in global animal health care industry.
- The Indian animal healthcare industry is responsible for maintaining the health and productivity of the over 640 million livestock and 2 billion poultry in India and ensuring the wholesomeness and abundance of the food they produce. Apart from, the industry must also cater to the health and well being of companion animals. Despite this, the global animal healthcare market is 50 times larger than the Indian animal healthcare combined market for all nonhuman species. In spite of this India’s largest milk and 3rd largest meat producer, and blessed with largest cattle population 20% of the world population, and largest buffalo more than 50% of the world. Veterinary Pharmaceutical is yet not considered as big industry as compared to Human Pharmaceutical. The reality is that the global animal health market is very complex, operating under stringent and increasingly strict regulations similar to those for human health, yet the market opportunities are considerably smaller. In an increasingly risky environment for new product development and innovation, the difference between success and failure in the future usually lies in successfully identifying the next growth segment, developing the right product candidates and being the first to market. The situation in developing countries like India is varied and economic and institutional framework of the live stock is often quite different in several respects to that encounter in developed world.
A challenging aspect of the overall market is within the animal food industry as consumers continue to express concern about the conditions under which their daily food is produced. Indian consumers are becoming more health conscious, willing to pay any amount and demanding healthy and balanced diets. By implementing a feeding plan that provides vitamins and supplements, consumers enjoy additional nutritional benefits. Additionally, healthy feeding results in minimized impact on the environment.
Layer farmers are concerned about stagnant egg market and reduced margin. This presentation will help in understanding how to improve profitability of the layer farms.
Indian Veterinary Market Current Situation & Future Prospects:_The Indian animal healthcare market, which is valued at approximately Rs.35500 million in FY2015 and showed a strong growth of 9 percent over 2014, at a CAGR of 8 percent from the period FY’2011 to FY’2015 on account of improving high yielding cattle, pet’s owner’s awareness and professionalization of poultry industry in the country. Indian veterinary pharmaceutical market is growing at 8 per cent to 11 per cent, a faster rate than the global veterinary market.
Pharmaceuticals represent the leading category and encompass anti-invectives, parasitic ides and other drugs which constitute 46 percent of market share followed by medicinal feed additive is 26 percent, biological and bio-security (preventive products) constitute 28 percent, major share of these products from poultry sector, Products emphasizing prevention continue to record strong market growth, including biological. There are currently no statutory guidelines and stringent regulations for manufacturing the medicinal feed additives in India.
A sixteen (16) page guide on how to create a shipment workflow for Amazon FBA. It shows how a shipment plan is done and how shipment workflow tools are used to deliver your shipments to Amazon Fulfillment Centers.
For companies that are not yet selling on Amazon, this video will tell you everything you need to understand before you take the first step. Includes ideas on how Xport can help with the set-up and ongoing sales work.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
The animal health care market in the world has grown remarkably over the past few years due to the growth in the emerging markets such as China, India, Indonesia, Thailand, Malaysia and Taiwan followed by US and Europe. The animal health industry’s SWOT analysis provides animal health solutions to society depends on its in-depth knowledge of both cutting-edge technologies and classical veterinary science to innovate and keep up with the animal and human health challenges of new and emerging diseases. The main finding of this project indicates India is one of the important markets and can be seen as a key growth area in global animal health care industry.
- The Indian animal healthcare industry is responsible for maintaining the health and productivity of the over 640 million livestock and 2 billion poultry in India and ensuring the wholesomeness and abundance of the food they produce. Apart from, the industry must also cater to the health and well being of companion animals. Despite this, the global animal healthcare market is 50 times larger than the Indian animal healthcare combined market for all nonhuman species. In spite of this India’s largest milk and 3rd largest meat producer, and blessed with largest cattle population 20% of the world population, and largest buffalo more than 50% of the world. Veterinary Pharmaceutical is yet not considered as big industry as compared to Human Pharmaceutical. The reality is that the global animal health market is very complex, operating under stringent and increasingly strict regulations similar to those for human health, yet the market opportunities are considerably smaller. In an increasingly risky environment for new product development and innovation, the difference between success and failure in the future usually lies in successfully identifying the next growth segment, developing the right product candidates and being the first to market. The situation in developing countries like India is varied and economic and institutional framework of the live stock is often quite different in several respects to that encounter in developed world.
A challenging aspect of the overall market is within the animal food industry as consumers continue to express concern about the conditions under which their daily food is produced. Indian consumers are becoming more health conscious, willing to pay any amount and demanding healthy and balanced diets. By implementing a feeding plan that provides vitamins and supplements, consumers enjoy additional nutritional benefits. Additionally, healthy feeding results in minimized impact on the environment.
Layer farmers are concerned about stagnant egg market and reduced margin. This presentation will help in understanding how to improve profitability of the layer farms.
Indian Veterinary Market Current Situation & Future Prospects:_The Indian animal healthcare market, which is valued at approximately Rs.35500 million in FY2015 and showed a strong growth of 9 percent over 2014, at a CAGR of 8 percent from the period FY’2011 to FY’2015 on account of improving high yielding cattle, pet’s owner’s awareness and professionalization of poultry industry in the country. Indian veterinary pharmaceutical market is growing at 8 per cent to 11 per cent, a faster rate than the global veterinary market.
Pharmaceuticals represent the leading category and encompass anti-invectives, parasitic ides and other drugs which constitute 46 percent of market share followed by medicinal feed additive is 26 percent, biological and bio-security (preventive products) constitute 28 percent, major share of these products from poultry sector, Products emphasizing prevention continue to record strong market growth, including biological. There are currently no statutory guidelines and stringent regulations for manufacturing the medicinal feed additives in India.
A sixteen (16) page guide on how to create a shipment workflow for Amazon FBA. It shows how a shipment plan is done and how shipment workflow tools are used to deliver your shipments to Amazon Fulfillment Centers.
For companies that are not yet selling on Amazon, this video will tell you everything you need to understand before you take the first step. Includes ideas on how Xport can help with the set-up and ongoing sales work.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
Pawsome.co.in Complete Pet Care DestinationHirosh Mulky
Pawsome is Pet E-Retail & trying to be true to our claim of being the complete pet care destination, we cater across the Pet World, making us the one stop solution provider from Product to Service Provider to Information which is currently the issue & is not been valued for its worth.
Healthy Fruit Dog Treats 1 SAMPLE MARKTING PLAN – DO NOSusanaFurman449
Healthy Fruit Dog Treats 1
SAMPLE MARKTING PLAN – DO NOT DUPLICATE
[DOCUMENT TITLE] | [Document subtitle]
Running head: HEALTHY FRUIT DOG TREATS CREATED BY DIVERSION BRANDS, LLC
Healthy Fruit Dog Treats Created by Diversion Brands, LLC
SAMPLE
Healthy Fruit Dog Treats 2
SAMPLE MARKTING PLAN – DO NOT DUPLICATE
[DOCUMENT TITLE] | [Document subtitle]
Table of Contents
1.0 Executive Summary 3
2.0 Situation Analysis 4
2.1 Market Summary 6
2.2 SWOT Analysis 8
2.3 Competition 10
2.4 Product (Service) Offering 12
2.5 Keys to Success 13
2.6 Critical Issues 14
3.0 Marketing Strategy 15
3.1 Mission 17
3.2 Marketing Objectives 18
3.3 Financial Objectives 19
3.4 Target Markets 20
3.5 Positioning 23
3.6 Strategies 24
3.7 Marketing Mix 25
3.8 Marketing Research 28
4.0 Controls 29
4.1 Implementation 30
4.2 Marketing Organization 31
4.3 Contingency Planning 32
5.0 Conclusion 33
References 34
Healthy Fruit Dog Treats 3
SAMPLE MARKTING PLAN – DO NOT DUPLICATE
[DOCUMENT TITLE] | [Document subtitle]
1.0 Executive Summary
Diversion Brands, LLC is ready to promote and launch happy dog! dog treats in a neighborhood
near you. The brand message of happy dog! is simple: A happy dog has a happy owner and a good
life. Diversion Brands, LLC is preparing to launch this healthy, fruit-based dog treat into the emerging
gourmet pet food industry.
Diversion Brands, LLC can effectively compete in this niche market due to the uniqueness of the
organic, fruit-based product. The specific segment of consumer in this growing market is the pet owner
who treats his/her dog as part of the family. In addition, the consumer is focused on the healthy diet of
his/her pet. Diversion Brands, LLC is marketing to the growing pet owner population who considers
his/her pet as important as any family member. The happy dog! dog treat is unique, yet affordable for
daily use.
Diversion Brands, LLC has a primary market objective to achieve 20% local market share in
Dubuque, Iowa and the Tri-State area after 24 months. The secondary market objective is to achieve 2%
market share in the State of Iowa after 36 months. The primary financial objective is to break even in
year one and by the third year have $5,000 in net income.
Healthy Fruit Dog Treats 4
SAMPLE MARKTING PLAN – DO NOT DUPLICATE
[DOCUMENT TITLE] | [Document subtitle]
2.0 Situation Analysis
Diversion Brands, LLC is a new company with the strategic intent to market healthy fruit-based
dog treats to the local market in Dubuque, Iowa. The marketing plan will create structure to establish
and build upon demand and distribution options in the local market. The product will focus on fruit-
based flavors such as t ...
Analysis Of Big Basket.Com - SlideshareSagar Sawant
Big Basket offer services in Bangalore, Hyderabad, Mumbai & Pune city limits. Eat healthy, think positive & exercise daily to stay healthy and wealthy. Target segment - students, family & corporate.
#Petbusiness is one of the leading businesses in many countries like- UK, USA, India etc. People found it a symbol of status keeping pets at their personal as well as professional places.
2015 Practical Guide to Using Google Shopping ads or PLA's (Presented to SEM...Ann Stanley
Practical guide to using Google Shopping ads or Product Listing ads (PLA's), including tips and how to's:
1) Importance of using Shopping ads for eCommerce sites
2) Product feeds from your website
3) Best practice on setting up your campaigns, ad groups and product groups
4) How to avoid possible pitfalls and account disapproval
5) Top tips and methods to improve your results
6) What’s new and what’s coming soon
Pet Supplies provides customers a overall assortment of pet concerned products and Supplies. E commerce is the opportunity to extend the distribution channel, to communicate with customers more closely. It is a spot of sales, getting groomed, and purchasing pet supplies. Pet care industry is expanding and changing currently because of the rapid increase of the population of the pets and the evolving demands of pet industry among human beings. The idea behind owning pets and caring for them is very significant in our nation. The rise of the industry hence is broadly associated on the speed of socializing, also the fluctuating structure of few years gestures a very good vibe and frequent action here. Our people have a suggestion on using amount on getting pets products and pets care is slowly generating an idea to get the feel of pet human bond and the drastic change, by the various rises in adoption rates of pets. Most financial expertise believes that the pet industry is one of the broadest industries around the origin. Some pet stuff and different supplies do not cost much, but all inclusive, the industry in supporting. It is an assumption that to be half way cause people see their pets as a part of their family member. There are many different things for the Pets, Pet Products and Supplies in the pet industry to upgrade India and origin in the upcoming future. Neha Jaswani | Dr. Preeti Savant "Pet Care and Supplies - A Survey" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3 , April 2022, URL: https://www.ijtsrd.com/papers/ijtsrd49403.pdf Paper URL: https://www.ijtsrd.com/engineering/computer-engineering/49403/pet-care-and-supplies--a-survey/neha-jaswani
Created a media plan for Colgate-Palmolive's Hill's Science Diet in the pet food industry. The plan included a situational analysis, proposed target audience, media mix, sales promotion, as well as, an a budget for the campaign that was simulated through Media Flight Plan.
Elephants, Deer & Rabbits - Choosing the right customer for your productsJeremy Horn
Slides Andy Wadhwa recently used in his discussion w/ mentees of The Product Mentor.
Synopsis: Many product teams make the mistake of trying to serve too many different customer segments particularly early on in the product's existence. As a result, they struggle to deliver on the features and functionality to keep all customers happy. In this talk, we explore why successful product managers need to clearly define what target customers their products will serve and how they can lead their teams to stay focused on meeting the needs of these customers.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
http://TheProductMentor.com
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
2. BASICS
[See Annexure for understanding Search Intent and Research Methodology]
We’ll be focusing on only the keywords with Buying Research, Clear Buying, and
Navigational intent while drawing the insights. Information intent keywords would
be used to generate ideas for content only.
The ‘average monthly search volume’ metric is provided by Google Adwords. It is
not the actual number of searches performed in a month, but rather an indicative
number and should be treated as such.
This study covers 1480 buying and navigational intent keywords with total monthly
search volume of 351,370 which indicates a healthy market demand.
4. Demand for Pet Supplies has Grown 3X
● 3X Jump in Demand => A Growing Industry
from ~120K to ~350K within 4 years
● Slight seasonality - minor peaks in March & July
● Dog, fish, bird and small animal supplies follow the same trend of 3X growth
Source: Google Adwords Time Period: Sep 15 to Aug 19
5. Demand for Cat Supplies has Grown 4.5X
● 4.5X Jump in Demand => Faster Growth than Overall Pet Supplies
from ~5K to ~22.5K within 4 years
● BUT - volumes are quite low
Doesn’t make sense to start a business in cat niche only
Source: Google Adwords Time Period: Sep 15 to Aug 19
6. 80% of Target Audience is on Mobile
● Think “Mobile First”
Instead of designing desktop website first
and adapting it for mobile
● Mobile App might be great
The audience is there, but your app needs
to have high utility and engagement
7. Highest Demand is for Dog & Fish Products
If we compare demand across popular
pets’ species:
● Dog Products = High Competition
Almost all pet supplies website offers dog
products
● Fish Products = Low Competition
Very few websites offer fish supplies despite
the huge volume
*The data for Dog and Cat products in this chart is
rationalized as per ANNEXURE-1
8. ‘Fish Tanks & Bowls’ has higher demand than ‘Dog Food’
● Comparing top product
groups across all pet
species ->
● Dog Product Groups
Dominate the List
As expected!
Detailed analysis in coming slides
10. Dog Food makes up for ~50% of total Dog Products demand
● “Vegetarian/Vegan dog
food” should be a
sub-category on your
website
600+ searches and not covered by
majority of current players
● Next sections dig deeper
into the ‘other products’ to
understand the demand for
various product groups and
categories.
11. ‘Collar, Harness, Leash & Name Tags’ - Highest Demand
● Other than Dog Food, these
are the product groups with
high demand
● Most current players focus
primarily on food. So there
is good scope in these
items!
12. In-demand Dog Product Categories
⭐
● ‘Clothes’, ‘Bed’, ‘Name Tags’, ‘Tick & Flea
Medicine’, ‘Cage’, and ‘Deworming
Medicine’ are the top categories with
promising potentials that are not
offered by most websites as of yet
Planning your pet website’s category
structure?
Start with analyzing the drill-down of all
product categories across all product
groups within each species!
13. German Shepherd is the most popular Dog Breed
● Your website must have a “Shop By
Breed” section
● Highlight these top breeds on the
homepage itself and have dedicated
landing pages for each.
15. Fish Tanks & Bowls is ~77% of total Fish Products Demand
It is a massive low-competition opportunity for your new e-commerce business!
16. Why such high demand for Fish Tanks & Bowls??
We had already seen earlier that it has the highest demand across product groups of
all pet species. The reason???
Source: http://www.alternatehealing.net/
● Fish Tanks are believed to bring
wealth and luck as per Feng Shui
and Vastu Shastra!!
● Both highly followed by Indians
● Your Fish products landing pages
should cover info from Vastu and
Feng Shui perspective to rank
higher and sell more!
17. Fish Accessories go hand-in-hand with Fish Tanks & Bowls
Aquarium accessories like
filter, heater, lights, pump etc
have decent volumes too.
18. “Flowerhorn” is the most in-demand fish breed
● Adding breed-specific
fish products would help
us acquire users who are
searching by breed
name.
● These users are ahead in
the buying cycle as they
know what they are
looking for and are easier
to convert in to
customers.
19. Top Brands for Fish Products
● Users with pet fish are
specifically looking for
these brands while
searching on Google
● These users are ahead in
the buying cycle as they
know what they are
looking for and are easier
to convert in to
customers.
21. Cat Food makes up for ~50% of total Cat Products demand
● Cat products have a
significantly smaller market
as compared to dog & fish
as seen earlier
● Next sections dig deeper
into the ‘other products’ to
understand the demand for
various product groups and
categories.
22. ‘Cat house, bed & furniture’: ~2X search volume of ‘cat toys’
23. Top Product Categories of Cat Products (except food)
● Search volume for cat
product categories are
generally quite low.
25. Bird Food makes up for ~65% of total Bird Products demand
● Bird products is again a
small vertical with just
13,320 total search volume.
● This is ~10% of that of fish
products.
26. Bird Product categories except food
● The only other significant
bird product group after
food is Bird Cage at 3370
average monthly searches
● Bird cage accessories like
Bird Stand, Bird Feeder, and
Bird Toys would make up
for good accompaniments
to bird cage
28. INSIGHTS FOR OTHER PETS PRODUCTS
Rabbits, Turtles, Guinea Pigs, Hamsters
29. Food makes up for ~80% of total demand
● Combined search volume adds up to just 11,560 even smaller than that of Birds
● Among other products, Rabbit Cage stands apart with 1720 monthly searches
31. Top-20 competitors
Click thumbnail to see full image
● Amazon India leads with 21% share, which is not
a surprise.
● Youtube follows with 9%, and gets most traffic
from “buying research” intent keywords.
● Petsmart and Petco are on 6th
and 7th
positions
despite being international websites.
● Petsworld, Marshalls, and Headsupfortails are the
only Indian niche-websites for pet products in the
top 10. Pupkart and Dogspot are also not far
behind at 13th
and 16th
positions
32. Brand Searches = Brand Awareness = Better SEO
● When a user directly searches for a
store brand instead of a product, it
means they are loyal to it, or atleast
have heard of it. This is a result of
brand awareness and excellent
service.
● Having higher brand awareness
directly impacts SEO performance
too and is a big factor in getting
more organic traffic from even the
non-branded searches.
34. 1. Enhance Breadth and Depth of Catalog
● In order to broaden the top of our user funnel and get more traffic from first time
users, we need to offer a much more comprehensive catalog.
● Plan catalog structure (product groups and categories) as per insights from
above slides. [contact for drill-down of data for comprehensive planning]
● Most websites’ catalog is currently dominated with Dog Food & Cat Food, which are the only product
groups that have a decent depth with variety of products.
● Dog and Cat products apart from Food are also present, but there is little depth and has a big scope of
improvement.
● Fish, Bird and Small Animal products are virtually non-existent.
● This means that we can’t directly compare a new website focusing on only food products with any of
the top competitors like Pets World India or Heads Up for Tails because they are much bigger stores.
35. 2. Optimize for Search Engines as well as Users
● User should be able to find what they were looking for, spend time on the page
and interact with the website.
Search algorithms, especially of Google, have evolved a lot over the years.
Merely stuffing keywords everywhere in the landing pages and creating backlinks on directories and
article submission sites doesn’t work anymore.
We still do need to target keywords in meta titles, meta descriptions and product description, but that is
just one of the factors
● Outstanding UX is a must
Site Search, Navigation, Fonts, Rich Images, Page Speed etc are all critical!
36. 2.1 Keyword-URL Mapping
● Identify which keywords are important for you, for which you want to rank.
● Ensure that each set of keywords is targeted on a unique URL (landing page)
only.
● If same keywords are targeted on multiple URLs, ensure that the redundant URLs
are removed and only one competing landing page is present.
● If important keywords are not targeted on any landing page, then we'll need to
create a comprehensive landing page for the same.
● Ensure keyword optimization on these landing pages.
● Keywords with Clear Buying intent (and some buying research intent keywords
too) should be targeted on the ecommerce pages – homepage, collection pages
and product pages. Keywords with Buying Research and Information intent
should be targeted in blog articles and videos.
37. 2.2 Create Helpful Rich Content for Landing Pages
● Let’s take the example of PetsWorld.
● Their homepage, category pages, collections and product pages - all have rich
content present. Their blog is also much broader with actually helpful content.
● This helps them rank on highly broad keywords like "boxer dog price in India" (for
which they rank 1).
● Ranking on such keywords is not directly helpful in increasing sales, but the
more a website ranks on a breadth of keywords, the more it becomes relevant to
Google for ranking on other related keywords in the same industry
38. 2.3 Ensure technical well-being of website
● Remove Content Duplication [implement proper canonical tags]
Duplicate pages (same content, different URLs) are a major issue as they create “cannibalism”. Each set
of keywords should be mapped to a unique URL.
● Optimize Internal linking for “Shallow Click Depth”
Every page on the website should be accessible to a user within 3 clicks from the homepage. It can be
achieved by internal linking of pages via collections like “related products” on each product page.
● Any coverage issues reported in Webmaster to be heeded timely
These are issues like “URL indexed, but not submitted in sitemap” etc. You need to take care of it
through weekly reviews of coverage health. Based on this, ensure that the sitemap and robots file are
up-to-date.
39. 3. Create brand awareness with Emotional Connect
● There are around 400 monthly searches for "petsworld" and "pets world india".
For "heads up for tails", the number is 2900.
● Higher brand searches signify brand awareness and are directly helpful in
acquiring new customers through SEO besides customer loyalty and retention, of
course.
● We need to give a strong reason to our customers to keep coming straight to our
website and continue buying from us or just learn about new ways to take care
of their pets.
● A simple thing that Heads Up for Tails does for emotional connect:
10% discount to owners of Indie dogs! That’s enough reason for Indie dog parents to order everything
from HUFT instead of searching on Google.
41. CONTENT IS STILL KING
● We have been talking about only the buying intent and navigational intent search
queries in this report till now. That doesn’t mean that information intent
keywords are not important.
● In fact, if we are able to satisfy a user who’s searching for information by
providing them exactly what they need, they are more likely to become a higher
LTV customer.
● Similar to a keyword-URL map for buying intent keywords, we need to target
information intent keywords on landing pages. The difference is that instead of
product/category pages, these will be targeted on content pages.
● Content pages would be of two types - critical content and general content
42. CRITICAL CONTENT TO BE PUT ON WEBSITE
● Search queries like: german shepherd diet, german shepherd food list, german shepherd
puppy diet indian, german shepherd food chart, german shepherd homemade food, german
shepherd puppy diet, gsd puppy diet need to be answered in a “German Shepherd
Care Guide”.
● This would not be blog article, instead it would be a proper landing page on the
main website. Petsworld has made some guides like this, but they are directed
more towards buying a new pet in the first place (not products).
● Your guides should provide all the help to the user like: what to feed, what not to
feed, diet chart, nutrition required (protein, fats, micronutrients, etc), exercise
required, and so on.
● And at the same time subtly recommend some of your products.
43. CRITICAL CONTENT - EXAMPLE
For example: [completely fictional]
“German Shepherds require 2 hours of moderate exercise, like, walks everyday. Since
they are large in size, their protein requirements are high.
They are not prone to get fat, so homemade food with oil, ghee and carbs can be
given to them. However, to ensure their protein requirements are met, protein
supplements are recommended.
Here are some protein supplements available in our store: product-1, product-2 etc.
Alternatively, you can try XYZ dog food which is created by expert pet nutritionists
specifically for German Shepherd breed.
Here’s the link to learn more about this product [link to the product]. ….. GSDs are
meat lovers. Here’s a vegetarian food guide for GSDs:”
44. FIND AS MANY TOPICS FOR CRITICAL CONTENT AS YOU CAN
● Similar guides should be made for other popular breeds of Dogs, cats, birds,
fishes and so on.
● Similar guides can also be made for products/care other than food and nutrition.
EXAMPLES:
1. Training guide for Labradors to cover these keywords: labrador dog training,
labrador training, how to train a labrador, how to train labrador dog, labrador training videos,
how to train a labrador puppy, labrador puppy training and suggest training products like
feeding bowls, toilet training, leashes, muzzles and so on.
2. Grooming guide for Labradors – (talk about tick and flea, what grooming can
be done at home, frequency and so on)
● This should be the first priority in creating content.
45. BLOG ARTICLES
Here, everything goes. Examples:
● What to do if my dog has diarrhea?
● Why dogs eat grass?
● Rabies symptoms in dogs
● Vaccination schedule for dogs
● Gifts for dog lovers
46. BLOG PLANNING
To get the most value out of a blog, we need to follow some basic guidelines.
Create a reader persona
Understand the aim of having a blog
● Merely having a blog just because everyone else does is not enough
● The aim of blog is to increase the top of the funnel by creating landing pages for research-intent
keywords.
● Each article should resonate with the thinking and pain-points of our target audience and offer them
great solutions to create engagement.
Plan a category structure for your blog
Create a posting schedule
Quality > Quantity
Less articles, but high value
47. BLOG PLANNING - continued...
Have experts write or review your content
● Google only ranks content that it deems to be written by a qualified ‘person’
● Thanks to the ‘Medic’ algorithm update that gives high value to ‘E-A-T’ of a website
Write insightful articles only
● “Top 10 Tips for XX” or “10 Reasons Why Your ..” type of listicles don’t help
● Try to publish original research, surveys, industry-insights, and other such unique content that adds
value to users as well as the industry as a whole
General Guidelines for Writing an Article
● A typical blog must be of atleast 1000 words. However, great blogs are usually 2000+ words.
● Try to use the suggested keywords atleast 2-3 times each, but not forcefully.
● Use short sentences and each paragraph must not be more than 2-3 sentences.
● Articles should be readable on a mobile device.
● Keywords present in section headings and titles have higher weightage.
● Use images/GIFs/Videos to make the content media rich.
● Divide the content into smaller sections for easy readability
● Try to answer the user’s question in the first paragraph itself to earn a position in 0 results
48. WRAPPING IT UP
There’s still a lot left to be taken care of but everything can’t be stuffed into a
presentation.
You can contact me for help/queries/suggestions
Contact Details:
Piyush Udai
piyush@webphantoms.com
+91-9818972938
51. ANNEXURE-1: RESEARCH METHODOLOGY
Step-1: DATA MINING
First we need to identify relevant keywords for our business that people are
searching on Google. The category structure of our website and competitors’
websites gives us the initial ‘seed’ keywords, like: dog accessories, chew toys etc.
These seed keywords are then used to generate the ‘long tail’ keywords with the help
of Google Adwords, like: dog accessories online, cute dog accessories, etc.
This is a long and iterative process, which finally gives us a comprehensive list of
relevant keywords and their corresponding metrics, which are:
● Average Monthly Search Volume - Higher search volume indicates more demand
● Cost Per Click (CPC) - Higher CPC indicates higher commercial value
● Competition - Higher competition indicates more difficult to rank for
52. ANNEXURE-1: RESEARCH METHODOLOGY
Step-2: DATA CLEANING
Once we have the raw data in an Excel sheet, the next step is to remove the keywords
that are vague, irrelevant, or are too broad to have any commercial value. In Your
website’s case, we removed all search queries that were made by users who don’t
own any pet as of now.
For example: Pitbull Fight, Persian Cat, Cute Cat Videos, Tibetan Mastiff etc.
Though such keywords have huge search volumes but the audience is far behind in
the purchase cycle.
53. ANNEXURE-1: RESEARCH METHODOLOGY
Step-3: MAKING SENSE OF THE DATA
Next step is to group keywords together on the basis of common factors. We have
grouped keywords on the basis of following attributes:
● Species (Dog, Cat, Hamster)
● Breed (Labrador, Arowana, Cockatiel) – subset of Species
● Brand (Pedigree, Heads up for tails)
● Product Group (Dog Medicine, Aquarium Accessories & Equipment)
● Product Category (Dog Deworming Medicine, Aquarium Filter) – subset of
Product Group
54. ANNEXURE-1: RESEARCH METHODOLOGY
Step-4: DATA RATIONALIZATION (where required)
A lot of users searched for general queries like "pet food online", "buy pet
accessories", “pet collars” etc.
Such searches would usually be made for dogs and cats. They can be for small
animals too, but the percentage would be negligible. However, they are certainly not
for fish and birds.
So we can attribute the keyword search volumes of such searches to dog and cat
searches based on their relative weights to get a clearer picture. The weights come
out to be 0.86 for dogs and 0.14 for cats based on the data.
Example: The product group “Pet Food” has 58780 total searches, while “Dog Food” and “Cat
Food” have 59550 and 12800 respectively. The rationalized total searches for “Dog Food” would
be (59550 + 0.86*58780) = 70400 and for “Cat Food” would be (12800 + 0.14*58780) = 14570
55. ANNEXURE-2: UNDERSTAND USER’S SEARCH INTENT
Search Intent signifies where the user who has performed the search is in the buying
lifecycle.
We will mark-up each search query in our database with the most appropriate intent
out of the following 4 types of search intents.
● Information Intent
● Buying Research Intent
● Clear Buying Intent
● Navigational Intent
56. ANNEXURE-2: UNDERSTAND USER’S SEARCH INTENT
1. INFORMATION INTENT
If a user searches for "cat food habits", or “aquarium tank designs” they are just
seeking information and don’t intend to buy anything anytime soon.
However, they may buy in the future as they are mostly pet owners, and hence
relevant audience.
Such users should be focused through blog articles, videos, and other types of
content that provide them requisite information.
They are usually high in numbers but only a small percentage of such users convert
into customers.
57. ANNEXURE-2: UNDERSTAND USER’S SEARCH INTENT
2. BUYING RESEARCH INTENT
Search keywords like "best dog food" or "royal canin vs pedigree" indicate that they
have decided to buy dog food, but are unsure of which one to purchase. Other
indicators of buying research intent are suffixes/prefixes like “popular”, “vs”, “or”,
“cost”, “price” etc.
The right kind of communication on dedicated landing pages can convert them into
buying customers.
58. ANNEXURE-2: UNDERSTAND USER’S SEARCH INTENT
3. CLEAR BUYING INTENT
Users searching for "fish tank online" or “royal canin maxi junior 15kg” have made up
their mind for the purchase and just need the right deal for buying. These users have
clear buying intent and should be targeted actively for converting into customers.
Ads should always be targeted on these keywords only.
Buying Research intent and Clear Buying intent can be grouped together as Buying
intent keywords.
59. ANNEXURE-2: UNDERSTAND USER’S SEARCH INTENT
4. NAVIGATIONAL INTENT
Users don’t always remember the actual address of the website. So they just type in
the name of the website on Google and get the website as the first result.
These keywords are the name of brand stores like Your website, Pets World India, Tail
Lovers Company etc. and are a good measure of how popular a particular store is.