- Case Study: How We Increased Conversion Rates by 50% for Dutch and Reclaimed AI Visibility - April 14, 2026
- The Top 17 Direct Mail Companies - June 11, 2025
- The 11 Best Landing Page Builder Software Tools [2026] - June 11, 2025
Table of Contents
Key Takeaways
- Achieved a 50% increase in conversion rates driven by high-intent, bottom-of-funnel SEO content
- Improved AI search visibility to better compete with major players like Chewy, increasing LLM mention rate from 57.9% to 82.5% for relevant prompts
- Drove higher-quality organic traffic to the site from targeted GEO and content initiatives
- Streamlined site performance via technical SEO fixes and large-scale page pruning
Dutch is redefining pet care through telemedicine, offering affordable, unlimited virtual access to licensed veterinarians and prescriptions from the comfort of home. With hundreds of certified vets and a subscription model, they’ve quickly emerged as a compelling alternative to traditional (and expensive) in-person care.
That rapid growth, however, depends on more than just a strong product. It also requires staying visible where pet parents are searching — and that landscape is changing fast.
Search behavior is shifting beyond traditional SEO toward AI-driven experiences. From early discovery to comparison and final decisions, more consumers are relying on AI-powered tools to guide their choices. Today, roughly half of users engage with AI-driven search, putting an estimated 20–50% of traditional search traffic at risk and influencing up to $750 billion in revenue by 2028.
To meet that shift head-on, Dutch partnered with Growth Marketing Pro to strengthen its generative engine optimization (GEO). The goal was to drive traffic and conversions from large language models while capturing visibility at every stage of the funnel, building authority, and competing more effectively in an increasingly AI-first search landscape.
Challenges and Objectives
Despite strong product-market fit, Dutch saw declining organic visibility on Google and in AI-driven search environments like ChatGPT and Gemini, where larger competitors were capturing the majority of high-intent traffic.
While demand for virtual pet care continued to grow, the brand wasn’t capturing its full share of high-intent traffic due to gaps in content coverage, off-site presence, and technical SEO foundations.
In short, GMP was brought in to stem the traffic losses and turn things around!
Key objectives included:
- Reclaiming AI visibility from dominant competitors like Chewy across high-intent search queries
- Expanding presence across key third-party sources (Wikipedia, backlinks, and listicle placements) to improve how the brand surfaces in AI-driven search experiences
- Developing bottom-of-funnel onsite content to capture and convert high-intent users searching for specific treatments, prescriptions, and pet care solutions
- Addressing technical SEO gaps by implementing missing schema markup, improving site structure, and pruning hundreds of low-value pages
Strategies and Tactics
Growth Marketing Pro created and implemented a comprehensive GEO and SEO strategy focused on increasing AI visibility, improving content coverage, and strengthening the signals needed to compete in AI-driven search environments. The approach combined content expansion, technical optimization, and off-site efforts to ensure the brand could surface more consistently across the funnel.
It included:
Off-Site GEO
To improve visibility in external sources that influence AI search results, GMP focused on building presence across third-party platforms:
- Built a Wikipedia page to establish a verified brand presence in a widely referenced source
- Executed guest post listicle campaigns to secure placements on relevant websites ranking online vets
- Expanded backlink coverage through targeted outreach and content placements
Improved mention and citation rate according to Athenahq.ai
Content Expansion & Optimization
GMP focused on creating and optimizing content to better match user intent and capture high-converting traffic:
- Identified and filled key content gaps across important pet health topics
- Published high-intent, bottom-of-funnel content targeting users searching for specific pet care and prescription solutions
- Structured content to align with AI search patterns, making answers clear and easily surfaced by generative engines
Technical SEO & GEO Enhancements
To improve site performance and ensure content could be properly understood and surfaced:
- Pruned hundreds of low-value pages to improve site quality and focus
- Implemented structured schema markup that had previously been missing
- Improved site structure to support better indexing and visibility
Community & Organic Distribution
To expand reach beyond the website, GMP supported visibility in relevant online communities:
- Launched organic community conversations to drive awareness and referral traffic
- Participated in relevant pet care discussions to increase visibility among target audiences
Product Launch SEO Readiness
GMP also ensured new offerings were positioned for success:
- Advised on SEO strategy for new product launches, including title/meta optimization, “smart” (LLM-informing) FAQs, and more
- Ensured new pages were optimized for indexing, visibility, and conversion
GEO & SEO Results
The collaboration between the major vet subscription service and Growth Marketing Pro delivered measurable gains in both visibility and conversion performance, driven by a more targeted content strategy and improved presence in AI-driven search environments:
- 50% increase in conversion rate driven by newly developed, high-intent SEO content that better aligned with bottom-of-funnel user needs
- Improved AI search visibility, enabling the brand to appear more consistently alongside major incumbents like Chewy in AI-generated results 23.8% to 45.5% in just two months
- Drove higher-quality organic traffic to the site as a result of more targeted, bottom-of-funnel content focused on specific pet care and prescription-related queries
Conclusion
By combining GEO strategy with technical SEO improvements and high-intent content creation, Growth Marketing Pro helped this major vet subscription service increase conversion rates and strengthen its visibility in AI-driven search environments. The engagement highlights a critical shift in modern search: success is no longer just about rankings, but about showing up where decisions are actually being made—across AI-powered discovery, comparison, and conversion moments.
As AI continues to reshape how users find and evaluate solutions, brands that invest in visibility beyond traditional SEO will be best positioned to win.
Ready to see how Growth Marketing Pro can drive growth for your business? Schedule an introductory call with our team.
