Scoff Paper didn’t have just another dog treat. They had a completely fresh concept – a greeting card dogs can actually eat. With a recent boost from Sara Davies, they were all set to grow, but there was a small catch.
No one knew to look for edible dog cards. It wasn’t a product category people had ever considered; there were no obvious search terms, no standard phrases that customers were using to find something like this. And here’s where the real challenge lay, at least for us: while Scoff Paper was new and interesting, it wasn’t searchable.
See, with most SEO strategies, you connect a product with the words people are already typing in. Here, that wasn’t an option because people don’t search for what they don’t know exists. So, how could we increase awareness for Scoff Paper and drive traffic to their site?
We needed a unique strategy to match this unique product. Our approach had to introduce Scoff Paper’s products to the right audience in innovative ways, positioning Scoff Paper where their target demographic already browses, tapping into indirect channels for engagement.
To get Scoff Paper found, we had to build a strategy grounded in discovery. A unique product like edible dog cards meant targeting those times of year when people look for fun, unusual pet gifts, tying their brand to seasonal themes. But that was only the start.
The first step was technical SEO—improving site speed, structure, and performance. This created a solid foundation that could support content growth and handle the increase in traffic we planned to drive.
The content strategy came next and took a two-part approach. We focused on broader informational content to build visibility and meet the search intent of pet owners. Knowing users weren’t actively searching for edible cards, we focused on creating content that answered questions and targeted Google’s “People Also Ask” feature, which would help Scoff Paper reach a wider audience curious about pet gift ideas. These informational pieces were essential for expanding Scoff Paper’s reach beyond direct product searches and positioning them in high-traffic searches where their potential customers are.
Alongside these broader themes, we made sure Scoff Paper also showed up in searches directly tied to edible dog cards. A unique idea like this was bound to eventually attract “copycats,” and it was important that Scoff Paper maintained visibility at the top of search results for terms directly tied to their products. Ranking for these specific terms would help Scoff Paper stay the go-to brand, even as competitors entered the picture.
To reinforce this visibility and authority, we implemented a link-building strategy with guest posts on high-quality pet and lifestyle sites, directing more traffic to Scoff Paper’s pages and strengthening their rankings. Each backlink not only drove valuable traffic but also helped Scoff Paper establish authority, keeping them competitive as more brands began to notice the appeal of their product category.
With this mix of seasonal relevance, engaging stories, and strategic placements, Scoff Paper’s visibility soared. Since April, organic traffic rose by an impressive 90%, moving from 7,403 to 14,068 monthly visits by October.
Keywords increased sharply too. From April to October, the keywords ranking for Scoff Paper’s pages jumped from 1,764 to 3,307, an 87% boost that let Scoff Paper take up more digital space in pet-friendly searches.
And in SERP features—the places people go when they want quick answers—Scoff Paper’s appearances more than doubled, going from 452 to over 1,000.
Through an approach that matched the novelty of Scoff Paper’s edible cards, we took their brand from niche to noticed.
As we continue to build on this success in the dog birthday gifts industry, our upcoming paid marketing initiatives on Meta will further solidify Scoff Paper’s position as a market leader in their niche.
“It’s been great working with Outrank and the organic results are great!”
Outrank is a digital marketing agency passionate about making your business shine online. Offering expert SEO, creative web design, innovative social media, and robust e-commerce solutions, we serve clients across the UK with pride and precision.
