Scaling Organic Visibility with Comparison Content for Flea & Tick Medications
Case Study
Overview:
Allivet.com, a leading online pet pharmacy, wanted to increase its visibility at the top of the funnel by reaching pet owners early in their research journey — before they were ready to purchase flea and tick medication. By targeting informational and comparison-based search queries, Allivet aimed to position itself as a trusted resource for pet health information and capture market share long before the purchase decision.
Through JCT Growth’s search intent mapping, content strategy, and technical implementation, Allivet achieved rapid growth in keyword rankings, traffic, and revenue from its new comparison hub.
Since launch, 115 pages have generated over half a million visits.
Middle of funnel content has added $150,000 in incremental revenue.
Growth in positions 1-3 keyword rankings.
Growth in keyword rankings on page 1 of Google.
The Challenge:
While Allivet was already established as a go-to resource for pet medications, it lacked upper-funnel visibility. The site primarily focused on product pages, which meant Allivet wasn’t appearing for high-volume queries like “Frontline vs Advantage” or “best flea and tick medication for dogs.”
Key challenges included:
Missed Visibility: No presence in comparison or “vs” keyword markets dominated by competitors.
Content Gaps: Product pages lacked supporting educational content.
Search Intent Misalignment: Customers were starting their journey with research queries, but Allivet wasn’t present until the bottom of the funnel.
Our Solution:
JCT Growth developed a comprehensive content strategy tailored to capture upper-funnel demand.
Search Intent Mapping: JCT conducted deep keyword research to identify comparison queries across flea and tick medications. Through this process, we identified 160+ content opportunities where pet owners compared over-the-counter and prescription products.
Scalable Content Template: As part of our strategy, we created a content template to streamline production across all comparison pages. Each page included side-by-side comparison tables with key product details, summaries outlining the main differences, and final thoughts to guide users toward the right solution.
Internal Linking & Crawlability: Each comparison page linked to related comparisons to improve discovery by both users and Google. Comparison pages were integrated into product pages to surface them prominently and strengthen visibility.
The Results:
Launched in August 2020 at the end of flea and tick season, the comparison content quickly broke through competitive SERPs. In under two months, Allivet saw page 1 rankings and traffic growth. In just 6 weeks, they beat our competition that had dominated SERPs for years.
340+ Top 3 Rankings
46 Featured Snippets
3,000+ Keywords Ranked
Inclusion in hundreds of People Also Ask results
Conclusion:
By identifying untapped search demand and deploying a scalable content framework, JCT Growth helped Allivet dominate comparison queries that mattered most to pet owners. The strategy not only improved rankings and visibility but also delivered a measurable impact on revenue.
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