Grow Your Business with SEO & Paid Media

Client Background

Our client is an animal health retailer and technology services company with veterinary clinics across the United States. They provide various animal health products — pet medications, practice management solutions, and related services — to support veterinarians and pet owners.

To drive incremental sales for their veterinary clinic partners, our client partnered with Greenlane to launch a large pilot project spanning Google Search, Display, Shopping, and Meta campaigns across 24 veterinary clinic storefronts nationwide.

The Challenge

The Google Shopping campaigns were limited in reach and visibility. The pet pharmacy space is highly competitive — multiple sellers offering identical medications, varying price competitiveness, and a mix of prescription and non-prescription items. Our client's ads struggled to break through, leading to low impression share, underwhelming click-through rates, and low sales.

After analyzing performance data, our team discovered a significant issue: Google's algorithm struggled to match our client's ads with relevant searches due to the quality of their product feed. Incomplete, auto-populated "boilerplate" descriptions on thousands of SKUs gave Google no additional context beyond the item title. Since Shopping relies heavily on product descriptions for keyword matching, our listings were deprioritized against competitors with richer feed content.

An example of a pre-optimization description:

The client's feed contained over 8,000 SKUs, with 4,500+ needing optimization. Manual rewrites would have outlasted the pilot project entirely.

The Solution: AI Prompt Engineering at Scale

Instead of manual labor, we leveraged AI prompt engineering to revamp product descriptions at scale without sacrificing quality.

Building the AI Workflow

We cross-referenced trusted pet-focused resources (Chewy, PetSmart, and similar) to gather key product attributes: features, ingredient lists, health conditions treated, and benefits. The AI was instructed to include condition-specific terms — for example, every dog dewormer description should include "deworming" and enumerate the specific worm types treated (heartworm, tapeworm, roundworm, etc.).

Iterative Fine-Tuning

Outputs were reviewed for positive and negative examples. Well-written descriptions were reinforced; vague or non-compliant ones were flagged and used to correct the model's outputs. Vocabulary to include and avoid was clarified, with tone explicitly focused on pets rather than humans — critical for pharmaceutical products that exist in both human and veterinary markets.

Compliance & Accuracy

A carefully crafted disclaimer was appended to each description, clarifying the product's intended use for pets. This guided Google Shopping to match products with pet queries rather than human searches for the same medications. Team members spot-checked each other's work until the group was confident in quality and accuracy.

An example of an improved description:

The Results

The new descriptions were packaged into a Supplemental Feed for Google Merchant Center to override the original feed inputs. Impact was immediate and measurable:

• +52% impressions and +50% Shopping clicks after descriptions began rolling out in late October vs. an equal prior time frame.
• Clickthrough rates held steady across both periods, confirming that user intent quality was maintained despite the larger available search pool.
• +9% Impression Share and +13% Click Share — campaigns qualified for more available Shopping searches and captured a greater portion of that traffic.
• A second wave of description updates reinforced the gains, pushing impressions and clicks to their highest levels entering November.

Conclusion

This AI workflow produced optimized product descriptions that followed best practices, improved ad performance, and maintained accuracy across thousands of listings — all in just a few weeks. It's a repeatable approach that scales to any product catalog size.

The Challenge

A Philadelphia-based athletic cover manufacturer and retailer partnered with Greenlane to assess its website after a recent re-platform and redesign. Since making site changes, the company experienced low, inconsistent organic traffic on its revenue-driving product category and product pages.

Upon investigation, our team discovered duplicative content causing internal traffic competition and compromising SEO. Many pages had little information or competitive keyword strategy, explaining the lack of organic traffic. It was clear the site needed a serious content overhaul.

The Goal

Our shared goal was to increase website traffic and engagement rates on the company's most important e-commerce pages. These buy-ready pages lacked the robust content and SEO tactics needed to help users and search engines improve the shopping experience.

We also wanted to enhance the overall buyer's journey — many supportive resources were difficult to find within the site's navigation for shoppers still doing pre-purchase research. This was a missed opportunity to educate shoppers on product benefits and signal to Google that the site offers robust, authoritative content.

The Strategy

We began with a content audit to evaluate the site's categories, products, guides, and resources. Most product category pages had little or no content and needed improvement. There were also canonicalization issues and duplicative query pages splitting organic value.

Our team categorized every page as maintain, optimize, or consolidate/redirect. We organized related content, outlined interlinking opportunities, and layered in keyword research and competitive SERP analysis for a strategic SEO edge.

With client approval, we began optimizing product category pages in March 2023. All recommendations were implemented by mid-May.

The Results

The strategic execution paid off with measurable, sustained gains:

• 155% engagement rate increase YoY — organic engagement rate climbed from 34.6% in February 2023 to 88.3% in February 2024.
• +40% lift in sessions on product pages alone.
• +44.7% lift in new users reaching the site organically.
• +125% lift in page views — a direct result of improved content relevance and internal linking.

Content and SEO optimization to the client's product pages were the keys to unlocking improved site metrics across the board.