SEO Case Study: How a Pet Services Company Increased Appointment Requests by 180%
On April 14, 2025, a pet services company in Naperville, Illinois partnered with Goforaeo because new bookings from Google were not steady. They had happy customers, strong repeat business, and good service, but their online visibility did not match how good they were in real life. Weekdays had open slots, and competitors showed up more often in local search.
This case study explains what we changed, why it worked, and the month by month results that led to a 180% increase in appointment requests from SEO sources. The numbers below are based on tracking from the website, Google Business Profile actions, and call and booking attribution.
Project snapshot: location, services, dates, and what we tracked
The business serves Naperville and nearby areas like Lisle, Warrenville, Aurora, and parts of Bolingbrook. Their main services included grooming, daycare, boarding, pet sitting, and dog walking, so we built the SEO plan around what pet owners search right before they book.
Timeframe and dates:
- Discovery and tracking setup: April 14, 2025 to April 27, 2025
- Main build phase: April to July 2025
- Growth and expansion phase: August to November 2025
- Reporting cut off: November 21, 2025
Primary metric we used:
- Appointment requests from SEO sources only, meaning actions from Google organic search, local pack, and Google Business Profile.
What counted as an appointment request:
- Completed booking form, confirmed booking call, click to book that led to a scheduled service, or a message that turned into a booked slot.
Tools used and how we used them
We kept tools simple and focused on proof. Every tool was tied to a clear purpose, either tracking results or improving rankings and conversions.
Tools used:
- Google Business Profile: profile work, posts, photos, services, and action tracking
- Google Search Console: queries, clicks, impressions, and page level growth
- GA4: booking events, click to call, click to book, and form tracking
- CallRail: call attribution, call tagging, and booking call verification
- Looker Studio: clean reporting dashboards that match tracked actions
- Screaming Frog: technical audits, internal linking checks, and page fixes
- Ahrefs: competitor research, keyword gaps, and link opportunities
- BrightLocal: local ranking grid scans and citation consistency checks
- Hotjar: behavior tracking to see where people drop before booking
Starting point: what was not working before SEO
Before Goforaeo started, the business had a decent website and a live Google Business Profile. The problem was that the site structure was not clear, and service pages were mixing too many topics. Google could not easily understand which page should rank for grooming, daycare, or boarding, and users had to work too hard to find the booking action.
Local pack visibility also varied by area. They might show in one part of Naperville, then disappear in another, which is common when location signals and profile details are not strong enough.
Baseline timeframe and baseline numbers
We used March 10, 2025 to April 13, 2025 as the baseline window. This gave a clean before period right before the main changes started.
Baseline monthly averages:
- Appointment requests from SEO sources: 110 per month
- Google Business Profile calls: 64 per month
- Organic clicks from Search Console: 1,420 per month
- Organic conversion rate: 1.3% based on tracked booking actions from organic sessions
Main issues we found:
- Service pages were thin, and some pages competed with each other for similar searches.
- Booking buttons were not placed well on mobile, so people scrolled and left.
- Google Business Profile services and categories were not fully built for all offerings.
- Reviews existed, but review velocity was not steady, which affects trust and local results.
Strategy overview: how we built steady booking growth from Google
We did not try to rank for every pet keyword in Illinois. We focused on the terms and pages that drive real bookings in Naperville, then expanded outward once the base was strong.
Our plan had four parts, built in the order that usually creates the fastest and cleanest results:
- Strengthen local pack visibility using Google Business Profile improvements.
- Rebuild the website structure around clear service pages that match search intent.
- Improve conversion so more visitors turn into booking requests.
- Build trust and authority with reviews, photos, local relevance, and steady content.
Why local SEO is powerful for pet services
Pet owners usually book close to home, and they decide quickly. Local pack results show reviews, photos, hours, and quick actions like call and book. When the profile is strong and the service pages are clear, bookings rise even if the site is not number one for every term.
This niche rewards trust. Small proof signals like real photos, clear policies, and service details often move the needle just as much as rankings.
Website improvements: what we changed and how it helped bookings
The website needed clearer service targeting and a smoother booking path. We simplified the site so each main service had one strong page, with simple words, quick answers, and an easy path to book.
Key website changes:
- One main page for each core service, with clean headings and service specific FAQs.
- Booking calls to action placed near the top of pages, especially on mobile.
- A sticky mobile booking button added to high intent pages.
- A shorter booking form with only needed fields, so it feels quick.
- Better internal linking between related services so visitors find the right page faster.
Conversion changes that mattered most:
- The booking link was added to the header menu and repeated naturally inside pages.
- We improved page speed by compressing images and removing heavy elements.
- We added simple trust signals, like what is included, staff experience, and care notes.
Google Business Profile improvements: how we increased local actions
Google Business Profile often drives bookings faster than the website alone. Many pet owners do not even click the site at first, they call or click book from the profile.
We improved the profile so Google and users both see a complete, active business:
- Updated primary and secondary categories to match real services.
- Expanded service lists with clear descriptions and consistent wording.
- Added fresh photos weekly, including grooming results and facility images.
- Posted updates consistently, with simple offers and service reminders.
- Verified booking link placement so “Book” actions were easy to take.
Trust plan: reviews, photos, and reducing booking fear
For pet services, people worry about safety, cleanliness, and how staff treats animals. We built trust on both the site and the profile so first time visitors feel comfortable booking.
Trust actions we focused on:
- A steady review request flow after appointments, not a one time push.
- Review prompts that feel natural and encourage customers to mention the service used.
- More real photos, not stock images, because real proof converts better.
- Clear policies explained simply, such as vaccines, drop off times, and what to bring.
Month by month timeline: what we did and what changed in 2025
Below is the campaign timeline with monthly numbers and the main work completed. These appointment requests reflect SEO sources only, using GA4 booking events, CallRail booking calls, and Google Business Profile booking actions.
April 2025: tracking setup and quick wins that remove friction
We began on April 14, 2025 by fixing tracking and tightening the basics. This month focused on clean data and fast improvements that help local visibility and booking ease.
Work completed:
- GA4 booking events for click to book, form submit, and key contact actions
- CallRail call tracking for booking calls and lead quality tagging
- Technical audit and core fixes for mobile speed and indexing issues
- Google Business Profile category and service improvements
- Homepage clarity update so visitors instantly understand services
April results:
- Appointment requests from SEO: 125
- GBP calls: 72
- Organic clicks: 1,520
May 2025: rebuild top service pages and make booking obvious
May was focused on the services that drive fast bookings. Grooming, daycare, and boarding pages were rebuilt so each page answered real questions and pushed visitors to book without confusion.
Work completed:
- New or rebuilt pages for grooming, daycare, and boarding
- Booking buttons placed higher on mobile screens
- Shorter booking form and cleaner booking page layout
- FAQ sections added, based on real staff questions
- Internal links improved so related pages support each other
May results:
- Appointment requests from SEO: 148
- GBP calls: 85
- Organic clicks: 1,710
June 2025: local pack consistency and stronger trust signals
June focused on local visibility across Naperville, not just one small area. We used grid scans to see weak zones, then improved signals to push local pack rankings in more locations.
Work completed:
- BrightLocal grid scans and adjustments based on weak areas
- Weekly GBP posts and fresh photos added consistently
- Review flow tightened, with steady requests and simple follow up timing
- Title tags and headings updated to match real searches
- “New client steps” added to reduce fear for first time customers
June results:
- Appointment requests from SEO: 175
- GBP calls: 97
- Organic clicks: 1,980
July 2025: expand into pet sitting and dog walking for repeat bookings
Once core pages were strong, July expanded into services that often become repeat weekly bookings. These pages were built around scheduling clarity and service coverage.
Work completed:
- New pages for pet sitting and dog walking
- A service area section that clearly listed coverage around Naperville
- Better internal linking from every service page to booking
- More photos and short updates on GBP to keep the profile active
- Hotjar checks to confirm users find booking buttons quickly
July results:
- Appointment requests from SEO: 214
- GBP calls: 116
- Organic clicks: 2,260
August 2025: local relevance expansion and seasonal booking support
August focused on expanding reach while keeping content natural. Many searches rise during travel season, so boarding and sitting pages were improved to match what people ask before they book.
Work completed:
- Local content updates for key Naperville areas and nearby towns
- Seasonal FAQs added to boarding and sitting pages
- GBP photo updates showing facility proof and staff interactions
- Review volume kept steady so trust signals continued rising
- Small technical cleanup so the site stayed fast on mobile
August results:
- Appointment requests from SEO: 252
- GBP calls: 132
- Organic clicks: 2,610
September 2025: conversion boost based on real user behavior
In September, we focused on conversion. Rankings and clicks were improving, but we wanted more bookings per visitor. We used behavior tracking to spot where people dropped off.
Work completed:
- Booking page simplified further, with fewer steps and clearer labels
- Pricing guidance added as ranges, explained simply, to reduce hesitation
- Page layouts improved so booking actions appear earlier
- More service specific FAQs added based on new customer questions
- Internal links adjusted so high intent pages pass value to booking pages
September results:
- Appointment requests from SEO: 288
- GBP calls: 148
- Organic clicks: 2,940
October 2025: authority and trust growth across the whole presence
October was about trust and authority. In pet services, proof is everything, and both Google and customers respond well to steady activity and strong reputation signals.
Work completed:
- More staff, grooming result, and facility photos added weekly
- Short video clips added to GBP to increase trust and engagement
- A clear care standards section added to key pages
- Local link opportunities pursued through community partners and directories
- Competitor keyword gap checks, followed by page improvements where needed
October results:
- Appointment requests from SEO: 305
- GBP calls: 156
- Organic clicks: 3,180
November 2025: maintain, defend rankings, and keep booking quality high
November focused on stability and lead quality. We monitored local rankings, kept reviews steady, and made small page updates based on seasonal behavior and new questions.
Work completed:
- Review flow continued with consistent timing
- GBP posting stayed steady, with simple service reminders and photos
- Minor content refreshes on high booking pages to stay current
- Call and booking quality checks to confirm tracking accuracy
- Local grid monitoring to respond quickly if competitors pushed up
November results through November 21, 2025:
- Appointment requests from SEO: 308
- GBP calls: 160
- Organic clicks: 3,240
Before vs after proof: how the 180% increase was calculated
The baseline monthly average before the main SEO changes was 110 appointment requests per month from SEO sources. Near the end of the reporting period, the business reached a steady level of 308 appointment requests per month from SEO sources.
That is an increase of 198 more appointment requests per month compared to baseline. When you compare 308 to 110, the lift equals a 180% increase in appointment requests from SEO sources.
Supporting proof signals that moved in the same direction:
- GBP calls increased from 64 to 160 per month
- Organic clicks increased from 1,420 to 3,240 per month
- Organic conversion rate improved from 1.3% to 3.0% due to easier booking and clearer pages
Why the growth happened: what worked best in this campaign
This result came from consistent basics, not shortcuts. We made it easier for Google to understand services, easier for people to trust the business, and easier for visitors to book.
The biggest drivers were:
- Clear service pages with simple words and fast answers
- A booking path that works smoothly on mobile
- Google Business Profile strength, with steady activity and better service detail
- Reviews and real photos that reduced fear for new pet owners
- Local relevance that helped visibility across more of Naperville
Quick wins that helped early
Early growth came from changes that reduce friction and improve local actions quickly:
- GBP category and service updates
- Booking buttons moved to better spots on mobile
- Cleaner service page structure
- Tracking cleanup so decisions were based on real data
Longer wins that built stable demand
Longer growth came from building trust and expanding local coverage:
- Steady review flow month after month
- Consistent photos and posts on GBP
- Better internal linking and site structure
- Local relevance expansion into nearby areas with demand
What Goforaeo would do next for continued growth in Naperville
After November 2025, the next phase would focus on controlled scaling. Pet services can grow fast, but quality and customer experience must stay strong, especially for daycare and boarding.
Next steps we would prioritize:
- Expand into nearby pockets only where ranking grids show opportunity
- Build deeper pages for high intent searches like cat grooming and puppy grooming
- Continue steady reviews and fresh photos, because trust drives bookings
- Keep improving conversion with small tests, like shorter forms and clearer booking steps
Final takeaway for pet service businesses
If your service is strong but bookings are inconsistent, the issue is usually visibility and trust at the moment people search. Local SEO works when your profile shows up, your pages feel clear, and the booking action is easy.
This Naperville campaign shows a simple truth: when you fix local presence, build clear service pages, and make booking smooth, growth follows. Moving from 110 to 308 appointment requests per month in 2025 was built on steady work, tracked proof, and improvements that made sense for real pet owners.