Case study • Unusual Pet Vets

How we increased local online bookings by 71%

Unusual Pet Vets
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The Unusual Pet Vets have earned a trusted reputation as the authorities in exotic pet medicine and surgery.

With multiple clinics across Australia, they are dedicated to delivering exceptional veterinary care, setting the highest standards in specialised services for unusual and exotic pets.


After a six-month period, the results were impressive. The combined online bookings and enquiries increased by 61%, reaching 28,092 compared to the previous year’s 17,433.

Online bookings specifically witnessed a substantial growth of 71%, with 21,646 bookings compared to the previous year’s 12,626.

Our campaign successfully achieved its objectives by increasing local visibility, driving more online bookings, and contributing to the growth of The Unusual Pet Vets’ client base.

This further strengthened their position as trusted veterinarians for exotic pets across Australia, and we remain committed to supporting their continued success through our effective local SEO strategies on-page optimisations and unwavering dedication.

Unusual Pet Vets SEO Campaign


Dr James Haberfield and the team at The Unusual Pet Vets, approached us to increase their local search visibility and drive more online bookings and enquiries to expand their client base.

In collaboration with our team, their objective became ours as we aimed to connect each of their veterinary clinics with pet owners across various regions in Australia.

Unusual Pet Vets Website


With very limited visibility in local search results, we conducted a thorough page experience audit.

We identified that content on individual clinic pages wasn’t as strong as it should be, or aligned with Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness).

This posed a significant challenge, given our limited resources and the need for an extensive content overhaul.

However, we recognised the need to revamp the content strategy and design of the clinic pages to enhance their online presence and credibility.

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Dr James Haberfield from Unusual Pet Vets with a red parrot

“Brad and his team at Digital Hitmen come highly recommended!

We’ve been working with them for four months and have been thoroughly impressed with their level of professionalism and service. Their communication regarding projects has been fantastic, making them a pleasure to work with. We’re excited to continue working with them and reach new heights in our business. Thanks, Digital Hitmen!”


Our approach involved two key phases that allowed us to lay down critical SEO fundamentals and adapt if needed before page structural changes.

Phase one included implementing the basic E-E-A-T principles throughout the content:

Metadata optimisation

  • Page titles
  • Header tags (H1, H2, H3, etc)
  • Meta descriptions and keywords
  • Internal linking

Content optimisation

  • Accurate service descriptions for their comprehensive range of veterinary care
  • Staff bios that highlighted their expertise and experience
  • Location-specific testimonials from satisfied clients to serve as social proof

Phase two focused on integrating E-E-A-T principles into the page design, including:

User experience

  • Using vibrant colours and fun icons to capture a playful and authentic touch, perfectly displaying the caring nature of the brand.
  • Organised content blocks within an interactive carousel for staff bio information
  • Streamlining navigation and improving website functionality for easy access to each unique clinic and its services.
Unusual Pet Vets Screenshot of their website on Desktop and Mobile
Unusual Pet Vets web graphics

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