Executive Summary
Current data shows petpassages.com has a solid foundation but is experiencing a 25% downward trend in traffic. Your recent SEO audit score is 73/100, which is below the industry average of 74%.
Current Site Metrics
We have identified 11 critical "Red Task" failures that are directly suppressing your rankings. By fixing these technical bottlenecks and implementing a localized content engine, we aim to double your traffic within 9 months.
Current Keyword Performance Analysis
Your site ranks for 3,851 organic keywords with significant opportunity for improvement in high-value terms:
| Keyword | Position | Traffic | Volume | KD | Opportunity |
|---|---|---|---|---|---|
| pet cremation | 25 | 27 | 18.1K | 64 | High - Move to Top 3 |
| dog cremation near me | 70 | 0 | 9.9K | 75 | Critical - Page 1 Target |
| pet cremation services | 8 | 48 | 9.9K | 65 | Medium - Optimize to Top 3 |
| pet cremation cost | 24 | 6 | 4.4K | 8 | High - Easy Win |
| dog cremation cost | 10 | 10 | 3.6K | 4 | Medium - Quick Win |
| how much to cremate a dog | 69 | 0 | 3.6K | 22 | High - Content Gap |
| pet cremation services near me | 59 | 0 | 3.6K | 69 | High - Local SEO Focus |
Key Insight: You have multiple keywords ranking on pages 2-3 with low keyword difficulty (KD 4-22). These are quick wins that can drive immediate traffic growth with proper optimization.
1. Critical "Red Tasks": Immediate Technical Overhaul
Your site audit revealed 11 high-priority issues. Here are the critical failures we'll fix immediately:
- ❌ Multiple Canonical Tags: Your site has duplicate canonical link tags causing search engines to ignore all of them, leading to massive duplicate content issues. This is severely impacting your indexation.
- ❌ Render-Blocking Resources: JS/CSS resources are delaying page display. We'll optimize these to improve Core Web Vitals and user experience.
- ❌ Missing Meta Descriptions: Key pages lack meta descriptions, directly hurting your click-through rate (CTR) in search results.
- ❌ Poor Keyword Distribution: Primary keywords ("cremation", "pet") are missing from critical Title, Meta, and Heading tags across your site.
- ❌ Outdated Image Formats: Converting PNG/JPG to WebP will reduce file sizes by 60-80% and dramatically improve loading speed.
- ❌ Missing Alt Attributes: Images lack descriptive "alt" tags, limiting accessibility and image search visibility.
- ❌ Image Caching Issues: No cache headers for images means slower load times for returning visitors.
- ❌ CSS Caching Problems: CSS resources lack proper cache headers, impacting repeat visitor performance.
- ❌ Distorted Images: Image aspect ratios don't match natural dimensions, creating poor UX.
- ❌ Deprecated HTML Tags: Outdated HTML tags need replacement with modern equivalents.
- ❌ Excessive HTTP Requests: 79 HTTP requests per page (should be under 20) significantly slowing load times.
Technical Specs: Current page load time is 4.74 seconds. With optimization, we'll target under 2.5 seconds. Your HTML size is 37.4 KB (above the 33 KB average), and total page size is 2.63 MB dominated by JavaScript (62.1%).
2. Strategic Content & Local SEO
We will move your "Money Keywords" from page 2/3 into the Top 3 positions through strategic content development.
The "Cost Guide" Series
We'll create comprehensive, localized guides targeting high-volume, low-difficulty terms:
- "Pet Cremation Cost" (KD 8, 4.4K volume) - Currently position 24
- "How Much to Cremate a Dog" (KD 22, 3.6K volume) - Currently position 69
- "Dog Cremation Cost" (KD 4, 3.6K volume) - Currently position 10
Franchise Subdomain Optimization
Your location pages for Southbury, Melbourne, Livonia, and other franchises are underperforming at positions 14-25. We'll optimize these for "near me" searches which represent 69-75 keyword difficulty with high commercial intent.
AI Overview (SGE) Presence
Your current AI visibility across major platforms is only 1.8%:
We'll structure content into FAQ formats and optimize for featured snippets to become the "cited source" for AI-generated answers.
3. Authority & Link Building
To compete for high-difficulty terms like "dog cremation near me" (KD 75), we need to strengthen your domain authority beyond the current score of 30.
Current Link Profile
Link Building Strategy
- Local Niche Outreach: Secure 5-7 high-authority backlinks monthly from veterinary and pet-industry resources. Target sites similar to your top referring domains: reddit.com (13 mentions), facebook.com (10 mentions), and yelp.com (9 mentions).
- Brand Mentions: Increase your "mentions" from current 87 to 300+ to build a protective moat around your brand and improve E-E-A-T signals.
- Tier 2 Link Building: 100 contextual links per month to support primary link acquisition and improve overall domain authority.
Project Timeline
| Phase | Duration | Key Deliverables | Expected Outcome |
|---|---|---|---|
| Phase 1: Recovery | Month 1 | Fix all 11 "Red Tasks" (Canonicals, Meta, Speed, Images) | Stop traffic decline; stabilize rankings; improve audit score to 85+ |
| Phase 2: Local Dominance | Months 2-3 | Optimize 20+ location subdomains; Fix Alt tags; Deploy keyword optimization across all pages | 20% growth in "Near Me" keywords; Move 10+ keywords to page 1 |
| Phase 3: Authority | Months 4-6 | Active Link Building (20+ quality links); Launch High-Volume Cost Guides; AI Overview optimization | Major Page 1 jumps for high-volume terms; Authority Score increase to 40+ |
| Phase 4: Scaling | Months 7-9 | Content Maintenance; AI Search Optimization; Advanced schema implementation; Performance monitoring | Target: 18K+ Monthly Organic Visits (100% Growth) |
Success Metrics: We'll track improvements in: (1) Organic traffic growth, (2) Keyword rankings (target 50+ keywords in top 10), (3) SEO audit score (target 90+), (4) Domain authority (target 40+), (5) AI visibility (target 15%+), and (6) Conversion rate optimization through improved UX.