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Can Pets Eat ...?

Chewy aimed to boost its blog's visibility through organic search while incorporating editorial placements for its private label brands. To address both objectives, I proposed a content series designed to drive organic traffic and generate referrals to our pet food brands.

Objective

Drive organic traffic to the blog and promote private label pet food brands.

Process

As an editor and content strategist for pet nutrition on the Chewy blog, I conducted in-depth keyword research, including competitor analysis, to identify ranking opportunities. My research uncovered a robust set of keywords related to "Can dogs/cats eat X," which met key criteria:

  1. High search volume.

  2. Informative content prioritized in search engine results.

  3. Ample keyword opportunities to sustain an ongoing series.

  4. Alignment with product inclusion opportunities.

 

Pitch and Planning
After receiving approval from the executive editor, I developed over 50 article ideas and created a comprehensive creative brief for stakeholders, including:

  • Studio Teams: For creative asset development.

  • Social Media Teams: For distribution planning.

  • Product Teams: To align editorial content with brand priorities.

 

Process Development and Scalability
After collaborating with stakeholders on the initial articles, I established a replicable process to streamline production, ensuring consistent and efficient publication.

 

Results and Impact
By 2024, the "Can Pets Eat" series includes over 200 articles, contributing 10% of the blog’s overall traffic and driving approximately 50+ transactions monthly.

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Series Link: Can Pets Eat That?

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