Veteris

Turning Rich Informational Content into Measurable Organic Visibility

Veteris is a UK emergency veterinary service with a strong library of informational content aimed at helping pet owners navigate urgent animal health situations. Despite producing genuinely useful content, the business was struggling to get it in front of its target audience. Eskimoz was brought in to build an SEO strategy that would convert that content investment into real organic visibility. 

Key figures
+597% Increase in referring domains
+27% Rise in organic traffic
8x Improvement in rate of growth

The Veteris x Eskimoz collaboration

Client Overview

Veteris provides emergency veterinary care to pet owners across the UK, offering out-of-hours and urgent care services when regular vets are unavailable. The business also operates an extensive online resource covering pet health topics, first aid guidance, and advice on when to seek emergency care — serving as a trusted reference for worried owners.

Why Eskimoz

Veteris came to Eskimoz with a clear ambition: to make its online content work harder and reach the pet owners who needed it most. Our expertise in content-led SEO and our experience growing organic visibility for information-rich websites in competitive sectors made us the right partner for the brief.

The Challenge

Despite a substantial and high-quality content library, Veteris faced a number of barriers to organic growth: • A large volume of informational content that was not ranking effectively, leaving significant organic potential unrealised • A weak backlink profile with low domain authority relative to the competitiveness of veterinary and pet health search terms • Broken and low-quality links that were diluting the site's link equity rather than contributing to it • Slow organic growth despite ongoing content production, indicating that technical and authority issues were holding the site back • A highly competitive SERP landscape for pet health queries, dominated by established veterinary brands and consumer publications

Our SEO Methodology

We built a four-stage strategy covering the full spectrum of SEO — from technical foundations to content quality and authority development — ensuring every element of the site was working as effectively as possible.

  • SEO Audit

    Actions taken:

    Conducted a thorough audit of the Veteris website, covering technical health, content performance and keyword coverage

    Identified the pages with the strongest ranking potential and the greatest gaps between current performance and opportunity

    Assessed keyword targeting across the content library, identifying misalignments and quick-win optimisation opportunities

  • Technical SEO

    Actions taken:

    Cleaned up the site's backlink profile, removing low-quality links and correcting broken ones that were wasting link equity

    Designed and implemented a new link building strategy, targeting a minimum of 10 high-quality links per month over eight months

    Redirected older out-of-service domains to recover and pass on the authority they had accumulated

    Resolved crawl errors and technical issues that were limiting how efficiently the site was indexed

  • Content Optimisation

    Actions taken:

    Reviewed the full content library with GEO (Generative Engine Optimisation) best practices in mind, ensuring content was structured to perform in AI-powered as well as traditional search

    Ensured that blog posts and guides were descriptive and specific, with header questions directly answered within the content

    Improved keyword alignment and on-page signals across priority pages to strengthen their relevance for target search queries

  • UX/UI Improvements

    Actions taken:

    Added multi-modal content elements — images, structured FAQs, and visual guides — to key pages to improve engagement and dwell time

    Made structural improvements to site navigation to help users find the information they needed more quickly

    These changes reduced bounce rates and improved on-page engagement metrics, sending stronger quality signals to search engines

The Results

Within twelve months, Veteris had transformed its organic performance. What had been a largely invisible content library became a growing source of organic traffic — with the results compounding as visibility improvements generated an increasing volume of natural inbound links. 

+597% increase — from 63 to 433 referring domains — driven by improved visibility and natural link acquisition
+27% rise in organic traffic, equating to approximately 90 additional visits per month
8x improvement in the overall rate of organic growth compared to the period before the engagement
Significant improvement in backlink quality following the removal of low-quality links and implementation of the new acquisition strategy

Client Success Stories

Explore our other client success stories and discover the different types of support our experts offer.

“Eskimoz helped us build a coherent SEO strategy and significantly expand our keyword coverage. We gained meaningful visibility on key areas of expertise and improved our ability to generate qualified leads.”

Hervé-Pierre Tahi

Head of Marketing Operations

PwC

+ 60 %

Increase in SQLs

Matterport

2 600 +

New backlinks acquired

TRG Datacenters

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