AI Search Visibility for a Pet Products Retailer
Pet products AI search visibility / GEO case study: rebuilding a WordPress pet retailer's entity, product and category schema, and vet + pet-media citations so AI engines cite the retailer for breed, life-stage, and problem prompts. Engagement in progress.
Fetchmark Pet Co
A mid-market online pet retailer selling food, supplements, and accessories across dog, cat, and small-animal categories. Solid organic base, but losing new-customer discovery to Chewy, Amazon, and vet-content aggregators in AI answers.
Industry
Pet Products Retailer
Focus
AI SEO & GEO
The Challenge
Category and product pages read like SKU listings. Life-stage and breed filters weren't extractable, there was no Product or FAQ schema, and vet-reviewed content lived in customer emails rather than crawlable pages.
Fetchmark Pet Co
Only 4 of 32 tracked pet-owner prompts cited Fetchmark, while Chewy and two vet-content sites owned almost every answer.
The Strategy
Baselined pet-owner-intent prompts
Tracked 32 pet-owner prompts (breed-specific food, senior dog supplements, cat litter comparisons, safe treats for puppies) across ChatGPT, Perplexity, Gemini, and Google AI Overviews weekly.
Rebuilt the retailer entity
Cleaned Wikidata, Google Business Profile, and 12 pet / ecommerce directories. Added the retailer's on-staff veterinarians as named experts with credentials.
Rewrote category + buying-guide pages for extraction
38 category pages and 22 buying guides restructured with definitional openings, life-stage / breed tables, and Product + FAQPage + MedicalWebPage schema where vet-reviewed.
Placed citations in pet + vet media
Earned inclusion in 4 pet-owner publications and 3 vet-review sites the engines were already citing, plus a partnership with a veterinary association listing.
(ChatGPT)
Fetchmark Pet Co
- —Only Chewy + vet-content sites cited
- —No Fetchmark mention
- —On-staff vets not surfaced
- —No AI Overview coverage
(ChatGPT)
Fetchmark Pet Co
- ✓Cited alongside Chewy
- ✓On-staff DVMs surfaced by name and credential
- ✓Life-stage tables quoted verbatim
- ✓Also cited in Google AI Overview
AI answer mockup - ILLUSTRATIVE ChatGPT answer to 'best supplements for senior large breed dogs' now cites Fetchmark.
Keyword Movement
| Keyword | Before | Now |
|---|---|---|
| best food for senior labrador | not cited | cited (ChatGPT + Perplexity) |
| hypoallergenic cat food comparison | not cited | cited (Perplexity + Gemini) |
| safe puppy treats first year | cited (1 engine) | cited (Google AI Overview) |
| joint supplements large breed dogs | not cited | cited (ChatGPT + Gemini) |
Representative results based on comparable engagements.
Vet-review workflow broke down the first time it hit real traffic.
Vet-reviewed schema on 20+ buying guides needed a signoff chain the team hadn't built. I set up a rolling review calendar with the on-staff DVMs, added review-date + reviewer schema fields, and cleared the backlog without a single unreviewed page shipping.
The channel we were quietly worried about - AI answers replacing search - turned into a channel that actually sends us better-informed first-time buyers than paid ads do.
Client name changed for privacy.
Ready to be the next case study?
Book a consultation with me on Upwork.
I'll personally scope your project before any engagement. No account managers, no hand-offs.
First audit call is free, no commitment.
What happens next
Typical engagement: 4-6 months. First deliverable in week 1: an AI-visibility audit across ChatGPT, Perplexity, Gemini, and Google AI Overviews for your top 20 buyer prompts, with a prioritised entity, schema, and citation plan.