Background Information
Pet Palace is a multi-location pet boarding, daycare, and grooming resort with 11 locations across Ohio, Indiana, North Carolina, and Pennsylvania. Unlike a traditional kennel, Pet Palace positions itself as a full pet resort, offering suites, individualized care, professional grooming, and daycare. Their customers are pet owners who treat their dogs and cats like family and want a stay experience that reflects that.
Initial Situation
Pet Palace has been a Sixth City Marketing client for 5+ years, which shapes both the scale and the standard of the work. The site has to serve two audiences at once: pet owners searching hyper-locally for boarding, daycare, or grooming near their specific suburb, and pet owners researching more broadly across brand and category terms.
Long-running engagements at that scale come with a specific challenge. The easy early wins were captured years ago. Continuing to grow organic leads year after year takes a genuinely disciplined, compounding strategy, one that keeps producing new content, keeps improving what already exists, and keeps adapting as search itself evolves. The engagement has also required precision on the measurement side, since a multi-location boarding business converts through phone calls just as much as (and often more than) form submissions. Additionally, we helped the client sync up its online booking platform with Google Analytics to provide another layer of measurement for the overall campaign.
What We’ve Done to Help
We built and continue to refine a comprehensive local SEO strategy for Pet Palace, sustained over more than five years of monthly work. Our team focuses on the following:
Rebuilt Call Tracking Attribution and Measurement
Early in the engagement, we transitioned Pet Palace from a legacy call-tracking provider to CallRail, which gave us the granularity we needed to attribute results across 11 locations and 77 numbers and to sync accurate call and conversion data with Google Ads, Google Analytics 4, and Google Business Profile. That measurement foundation is what makes the results of everything we do accurate.
Published Useful Content Every Month
The blog answers the real questions pet owners actually ask, covering training, health, seasonal concerns, cost expectations, and everything in between. The important part isn’t any one post. It’s that we’ve kept it going every month for more than five years, and the compounding is why the site continues to grow. We never stopped feeding it.
Built a Local Content Ecosystem for Every Market
For each city and suburb Pet Palace serves, we build a dedicated content layer: local guides for pet owners, suburb-specific pages, and regional pet owner resource hubs. A generic locations page can’t do that job. A real ecosystem of local content, tied to each metro, is what actually captures the “near me” searches that drive boarding, daycare, and grooming inquiries.
Utilized Industry Data for Link-Worthy Posts and Infographics
Statistics posts covering pet ownership and pet food data, paired with original infographics, have functioned like ongoing link builders for the site. Once these posts are built, we refresh the numbers each year rather than rewriting them from scratch. That kind of asset compounds in a way most content can’t.
Used Digital PR Platforms to Our Advantage
We answer reporter and expert-source queries, reach out to area vets to feature Pet Palace’s resource pages, and pull selective high-relevance opportunities from SparkToro. Steady, small, monthly. That approach builds a stronger, more natural link profile than a once-a-year sprint.
Revitalized Content Published Years Ago
We regularly return to older posts, add fresh sections and quick “key takeaway” summaries, reformat them for how people read today, and merge thin or overlapping pieces. Content you never revisit slowly slides down the rankings, and refreshing older work is one of the highest-leverage moves available at this stage of the engagement.
Prioritized Internal Linking and Deliberate Anchor Text
With hundreds of pages across the site, thoughtful internal links are how PageRank actually reaches the most important pages. We revisit the internal linking map every month, ensuring important pages receive authority and that the anchor text is intentional.
Adapted to How People Search Now (Including AI)
This is where the work looks different from most long-running SEO engagements. We answer relevant questions on Reddit (genuinely helpful, no promotion), post to social media, and are currently running an original local pet-owner survey to produce first-party data that nobody else in the space has. AI conversions are already showing up in the numbers, which tells us the content is being surfaced where a growing share of prospects are starting their research.
Results of Our Work
Our Columbus SEO agency produced results in June 2026 that capture just a brief look at how our strategies perform after years of consistent work:
- Over 2.1k leads from organic search in June 2026
- 22% month-over-month lead growth
- 57% increase in organic form submissions year-over-year
- 25% increase in AI-driven conversions year-over-year
- Organic traffic still growing after more than five years of active work