How Scoff Paper grew beyond niche searches with ecommerce SEO

Scoff Paper already had a distinctive Shopify product and a strong brand story. The SEO job was to help more dog owners, gift buyers and pet retailers discover it through non-brand searches, not just people already looking for Scoff Paper by name.

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Scoff Paper edible dog card product artwork

21,635organic clicks from search

#1positions for key edible dog card terms

The starting point

Scoff Paper sells edible cards and gifts for dogs through Shopify. The business wanted to branch out into new product areas and capture more demand around dog birthdays, dog gifts, edible cards and occasion-led pet searches.

The challenge

Strong PR and Dragon's Den visibility can create attention, but ecommerce SEO has to convert that attention into durable organic demand. The site needed support across keyword targeting, product/category optimisation, content expansion and authority building so new products could rank without relying only on brand searches.

✓Move from a narrow edible-card niche into broader pet gifting searches.

✓Improve Shopify product and collection visibility for commercial keywords.

✓Build content that could rank for dog birthday ideas, wishes, quotes and messages.

✓Strengthen authority while keeping the work practical for a growing ecommerce brand.

Results at a glance

The site moved from modest non-brand visibility into meaningful organic demand across dog birthday, edible card and pet gift searches.

+334%organic click growth across the comparison period

113KGoogle impressions from organic search

19%organic CTR achieved during the campaign

129referring domains in the backlink profile

What we worked on

The campaign was SEO-only: no Google Ads claims, no inflated channel mixing. The work focused on making Shopify pages easier to understand, easier to rank and better aligned with real searches from pet owners and gift buyers.

Search demand mapping

We mapped product, occasion and informational keywords around edible dog cards, birthdays, gotcha days, gifts and wider pet celebration searches.

Shopify SEO support

Product and collection pages were reviewed for titles, copy, headings, internal linking, crawlability and commercial intent.

Content expansion

We supported content that could rank before someone was ready to buy, including dog birthday wishes, quotes and message-led searches.

Authority building

Backlink and digital PR activity helped the site compete across new search categories while the brand was building public momentum.

SEO Services Ecommerce SEO Shopify SEO

From brand demand to category demand

The strongest growth came when Scoff Paper started appearing for searches that described the product category, not just the brand. That is the difference between being found by existing fans and being discovered by new customers.

2,124clicks for "edible dog cards"

832clicks for "edible cards for dogs"

691clicks for "cards your dog can eat"

276clicks for "dog birthday wishes"

250clicks for "dog birthday quotes"

Why it worked

The campaign did not depend on one viral moment or one keyword. Scoff Paper had a memorable product and Dragon's Den visibility, while SEO turned that attention into a wider search footprint across product-led and content-led demand.

✓Commercial product keywords captured people actively looking for edible dog cards.

✓Informational birthday content reached owners earlier in the buying journey.

✓Authority growth gave new pages more ability to compete across broader ecommerce searches.

Scoff Paper edible cards ecommerce product range

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