Pets crossing borders, and owners searching in two languages. 530% more clicks, seven monthly gains running.
I ran the SEO for a pet relocation company in Central America. For animals moving into or out of one country, it books the flight or cargo space, sorts the vet checks and health certificates, and supplies a made-to-measure crate. Every page is published in both Spanish and English. Over eight months, monthly Google clicks rose 530%, and from September onwards each month beat the one before it.
Results
Google clicks
Google impressions
Two languages, one very particular move
The company's customers are all planning the same thing: moving a pet into or out of a single Central American country. Its enquiry form asks for a trip with that country at one end, so the audience is narrow by design. What it handles is the whole chain - air freight and logistics, vet visits and the certificates a border demands, and crates built to size.
August 2025 brought only a handful of clicks each day. Because the site is bilingual, every service and guide has to be found by people searching in either language. It also keeps pages for the airports pets fly through.
Know the audience, then map the move
With an audience this specific, the useful questions were who is searching, in which language, and where the move actually starts and ends.
- 01
Start from the move, not the animal
This is not a casual purchase. Someone relocating a pet needs transport, veterinary paperwork and a suitable crate, often all three. The site's service pages already follow those stages, so they were the natural units to read results against, rather than treating the site as one undifferentiated block of traffic.
- 02
Treat both languages as first-class
A bilingual site means each service and guide competes twice, against two different sets of results. Searchers in each language meet different competitors, so neither version could be left as an afterthought to the other.
- 03
Tie the service to its gateways
Dedicated pages for the country's main international airports connect the service to the places pets actually arrive and leave. For a relocation business, the airport is the one location every customer shares, whatever town they start from, which makes those pages a sensible geographic anchor for the whole site.
Seven months up, none down
March 2026 brought 530% more clicks than August 2025, after seven straight monthly rises. Over the latest quarter, clicks were up about 80% on the autumn quarter, so the gain is not one good month either.
Monthly impressions grew 380% from October 2025 to March 2026, and average position improved from about 8 to 5. Measured per day, the site was shown about 180% more often in early 2026 than in the autumn, and the quarter's average position firmed from about 7 to 6.
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