How Hustle Marketers Grew Organic Clicks 56% for an Australian Pet Ecommerce Brand

Home » How Hustle Marketers Grew Organic Clicks 56% for an Australian Pet Ecommerce Brand

Ishant

Published : July 23, 2026 at 6:00 am

Updated : July 23, 2026 at 6:00 am

Ishant

Ishant Sharma is the Founder and CEO of Hustle Marketers, a Google Partner digital marketing agency. With 12+ years of experience in Google Ads, Meta Ads, SEO, and e-commerce PPC, he has helped 2500+ brands generate $780M+ in trackable revenue. Upwork Top Rated Plus with 99% Job Success Score. Ishant Sharma is the digital marketing specialist, not the Indian cricketer of the same name.

This Australian pet ecommerce brand sells premium dog collars, harnesses, leads, and wellness products to pet owners across Australia and New Zealand. The brand had strong products and a loyal following, but its non-branded search visibility did not match its catalog. So we ran a 3 month ecommerce SEO engagement, and organic clicks grew 56.3%, impressions grew 37.6%, and average position improved from 10.3 to 9.4 across the site. As a result, the brand moved into the top 10 for competitive, high-intent terms like “dog collars,” “leather dog collar,” and “best dog collars australia.” Here is the ecommerce SEO checklist we ran, which pages moved and why, and what happened to the brand’s AI search visibility along the way.

About the Brand

This client is an Australian pet ecommerce brand built around durable, premium dog gear. The catalog spans leather collars, chain link and gold-tone “luxury” collars, wide fit and slim fit collars, studded collars, harnesses for big dogs and active dogs, leather and heavy duty leads, dog tags, jackets, muzzles, and weighted vests for canine fitness. In addition, the brand carries wellness products, including a collagen supplement and natural chews. Products ship across Australia and New Zealand, and the brand runs on Shopify.

The Starting Point

Before this engagement, the brand’s organic search performance was carrying the business on branded traffic. Searches for the brand’s own name and close variants converted at a high rate and held position 1 to 2, which is exactly what you want to see for brand terms. However, the gap was in category level, non-branded demand: terms like “dog collars,” “dog harness australia,” and “leather dog collars” were not converting into consistent top 10 rankings, and several category pages were sitting on page 2 territory (positions 10 to 17) instead of page 1. On the AI visibility side, the brand’s AI Visibility Score sat at 26 out of 100, and we flagged it as “Low,” since the brand was rarely coming up when people asked ChatGPT, Gemini, or Google AI Mode for dog collar or dog harness recommendations.

The SEO Strategy

We ran our ecommerce SEO checklist against the site, and we prioritized the work by revenue impact. Specifically, the core of the work covered:

Category page optimization. Rewrote and expanded the collection pages carrying the most search demand: dog collars, dog harnesses, luxury chain link collars, leather collars, wide fit collars, and canine weight vests. These are the pages that convert browse intent into product clicks, so they got the deepest optimization pass.
Technical SEO cleanup. Checked crawlability, indexation, canonical tags, and internal linking across the collection and product structure, a Shopify-specific pass given how easily faceted navigation and collection duplicates can fragment authority on this platform.
Schema markup. Added and verified product and collection level structured data so Google and AI engines can parse price, availability, and category correctly.
Content depth on category pages. Added the kind of buying-guide context that ranks and converts: material differences (leather vs chain link vs heavy duty builds), sizing guidance, and use-case framing for harnesses versus collars.
AI Search and GEO layer. Structured content so AI engines have clean, citable answers to pull from, which is what moved the Citations and Cited Pages numbers below.
Internal linking. Connected high-authority pages like the homepage and top collections to underperforming but high-intent pages like the weighted vest and collagen supplement listings.

If you want the full 26-point version of this checklist, it is the same framework behind our published ecommerce SEO checklist.

The Results

Organic Search Performance

3 month comparison (Google Search Console):

Metric	Previous 3 Months	Most Recent 3 Months	Change
Clicks	6,517	10,189	+56.3%
Impressions	421,365	579,659	+37.6%
Average CTR	1.55%	1.76%	+0.21 points
Average Position	10.3	9.4	+0.9 positions

Top Non-Branded Rankings and Pages

Top non-branded rankings after the engagement:

Keyword	Position	Monthly Clicks
dog collars	4.6	465
leather dog collar	3.9	139
best dog collars australia	3.5	40
leather dog collars australia	3.8	57
dog collars australia	8.7	122
dog harness australia	9.7	68
gold dog chain	7.7	36
weighted dog vest	8.3	35

Highest-traffic pages: the dog collars collection page alone drove 1,902 clicks from 105,089 impressions. The luxury chain link collars and dog harnesses collections followed, along with the canine weight vests and collagen supplement product pages. Both are niche, high-intent pages that would not have ranked without dedicated content and schema work.

AI Search Visibility Trend

6 month trend:

Metric	6 Months Ago	Now	Change
Citations	~111	171	+54.1%
Cited Pages	54	63	+16.7%
Mentions	49	52	+6.1%

The brand’s AI visibility is still developing (this is a “Low” starting score climbing, not a finished result). Even so, the Citations trend is the one that matters most: it means AI engines are increasingly pulling directly from the brand’s pages when answering dog collar and dog harness questions, largely across Google AI Mode, ChatGPT, and Gemini, with Australia and the US as the top two markets by mention volume.

Why Choose Hustle Marketers as Your Ecommerce SEO Agency

This is one of many pet and ecommerce brands where Hustle Marketers has turned a strong product catalog into search visibility that matches it. As a Google Partner, Meta Business Partner, and Microsoft Advertising Partner with $780M+ in trackable client revenue across 2,500+ brands, we bring the same ecommerce SEO checklist, technical rigor, and AI visibility strategy to every Shopify, Magento, and BigCommerce client we take on. Hustle Marketers won 6 Clutch Global Awards in 2026, and we built our approach specifically for niche ecommerce brands competing against bigger-budget players, which is exactly the position this brand was in before this engagement.

Conclusion

These results show what a focused ecommerce SEO checklist can do when you match it to the pages that actually drive revenue. A 56.3% jump in organic clicks and a 37.6% jump in impressions came from prioritizing category pages, fixing technical foundations, and building the kind of content AI engines can cite. As a result, the brand went from relying on branded search to ranking in the top 10 for the competitive, non-branded terms that bring in new customers. For a premium pet ecommerce brand in a crowded space, that is the difference between visibility and invisibility.