The Challenge

Impact Dog Crates had solid visibility on several niche keywords, including searches like “collapsible dog crate” and “high anxiety dog crate.” While this provided a strong SEO foundation, the brand had not yet secured strong visibility for the high-competition head terms that drive the most search volume.

GR0 recognized that the real opportunity was page-one visibility for high-competition terms like “dog crate” and “dog crates.” These broader parent keywords carry significantly more traffic and buyer intent, making them critical for meaningful growth. Without strong authority at the top of the funnel, even well-optimized sites can struggle to compete against category leaders.

GR0’s objective was clear: to build the topical authority needed to compete on these high-value keywords and elevate rankings across the broader search landscape.

Our Services

• SEO 

• Link Building

Our Strategy

GR0 combined authority-driven link building with targeted on-page optimization across three phases: 

• Link Building (Primary Lever) — We centered 75% of the campaign on earning high-quality links with "dog crate" and "dog crates" as the core anchor themes, building broad topical authority around the parent keywords.

• On-Page Reinforcement (Supporting Lever) — We refined title tags and meta descriptions to match how users search and improve SERP click-through rates. 

  • On-Page Reinforcement Example: Adding "travel crate" as a secondary keyword on the collapsible crate page to capture adjacent intent without shifting the page's primary focus.

• Late-Campaign Expansion into "Dog Kennels" —  In the final six weeks, we applied the same authority framework to kennel-related queries by building homepage links with kennel-focused anchors. Because the topical foundation was already in place, we were able to generate meaningful traction on a closely related keyword set without building out a new section of the site from scratch.

This strategy helped increase rankings for high-competition terms like “dog crate” while improving non-branded homepage performance. By strengthening authority through link acquisition and reinforcing keyword relevance, GR0 successfully drove growth in non-branded organic traffic and homepage clicks.

The Results

Overall Non-Branded Performance

• Non-Branded Clicks: +39% YoY

• Non-Branded Impressions: +88% YoY

• Homepage Transactions: +15% YoY

• Homepage Non-Branded Clicks: +1,215% YoY

Non-Branded Query-Level Wins

• dog crate: +196% clicks, +113% impressions

• dog crates: +317% clicks, +136% impressions

• heavy duty dog crate: +697% clicks, +125% impressions

• indestructible dog crate: +397% clicks, +212% impressions

• dog cage: +316% clicks, +74% impressions

• best dog crates: +127% clicks, +73% impressions

Testimonial

“By zeroing in on our most competitive collection pages and executing a smart, targeted link-building strategy, GR0 helped us move from middle-of-the-pack rankings to dominating page one. [...] Beyond the performance gains, their team is collaborative, responsive, and genuinely invested in our success, making them a partner we’d highly recommend to any brand looking to win in a competitive category.”

– Jayce Bailey, Director Of Marketing at Impact Dog Crates