For e-commerce businesses in the pet space, content marketing is one of the most important marketing types. After all, competition is fierce, so gaining trust from your readers is one of the few ways a brand can stand out. We wrote a dog behaviour article for a pet product company – it’s a great example of SEO-led content marketing and how an article like this can feed into your sales funnel if you have a pet product business.

What is content marketing?

Just in case you’ve come here straight from Google and you aren’t really sure what content marketing is, it’s probably worth quickly giving you an overview. Content marketing involves writing articles that your readers will find useful, whether or not those articles sell your product. The idea is to create trust and to position yourselves as knowledgeable and empathetic. So, if you sell toothbrushes, you could write articles about tooth health or jaw pain – even if the article doesn’t directly recommend toothbrushing with your toothbrush as a solution.

And where does SEO come into this?

SEO (Search Engine Optimisation) is the practice of fine-tuning a website to come high up in search engine results pages (SERPs). In this context, it means getting people landing on your page who might be interested in your product, by using content marketing. If we go back to our toothbrush seller example, to improve their search ranking, they might want their blog to answer some commonly asked questions about toothbrushes and dental care, even if they aren’t sales pages. Designing your content marketing around keywords and search terms helps people to find your content – and therefore your website.

The client

The article was written for a pet product company that sell a product designed to help with anxiety. Their end goal, of course, was to increase sales. But they decided to go this by creating a database of information on dog behaviour. They came to us because our team of vet writers can lend authority to these articles and this level of expertise helps their brand image.

The article

“Anxiety is a common emotion in dogs that is described as a feeling of unease or stress.” In this dog behaviour article, Dr Gemma Cliffin MRCVS highlights the symptoms associated with anxiety and how to recognise them.

This article is a good example of how we naturally include SEO data within our writing. Our client sent a title, structure, subheadings, keywords and FAQs for this article. The task was to write an article for pet owners with the tone of ‘friendly, knowledgeable expert’, whilst sounding natural, and not like the keywords were inserted to manipulate Google. With all these instructions, it can make it difficult to write a nice article, but Gemma has done a wonderful job.


As vets, we cannot endorse pet products. However, dog behaviour articles like this can be used to explain the possible problems the pet product may solve, and are an important part of a content pyramid for marketing products such as pet beds, supplements, foods, and toys. If your pet business wants to talk content marketing, get in touch and we’ll talk you through the options. You might also be interested to read more about pet product SEO.

Joanna Woodnutt

Joanna Woodnutt

Dr Joanna Woodnutt MRCVS is a qualified vet, freelance writer, and editor at The Veterinary Content Company. She lives in the Channel Islands with her husband and daughter, as well as their naughty but loveable terrier, Pixie.