Pooch & Mutt
SEO Blog Posts, Storytelling, Personality-Led Tone of Voice
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Pooch & Mutt is a premium pet food brand aimed at health-conscious dog owners. They stock in Ocado, Sainsburys, Waitrose, boutique pet stores and more.
Pooch brought me on board as part of an SEO overhaul, to write SEO blog posts on nutrition and dog behaviour. They needed a warm, personality-led tone that fit their brand identity, while thoroughly answering popular search queries.
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Pooch’s Tone of Voice is warm, witty and reassuring, but also mega knowledgeable about the canine microbiome - so the challenge was balancing that lively tone with science-heavy subject matter.
Working with the in-house SEO team, I delivered monthly posts with flowing narrative, hooks in the intro, and h2/h3 headings which answered clusters of search queries throughout.
Pooch & Mutt’s food is grain-free - it was key not to preach this nutritional choice, but remain diplomatic about pros and cons.
To boost the integrity of the posts we included expert quotes from Vet Linda (Pooch’s on-hand word of wisdom), and references to the latest veterinary research.
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Pooch & Mutt’s SEO-rankings improved hugely, with many posts I wrote appearing in the top five search results on Google for key queries.
Not only was this great for organic search, but built customer trust - establishing that Pooch & Mutt knows canine nutritional science from nose to tail.
Pooch hired me to work on wider content optimisation campaigns like ‘What can dogs eat?’: a multi-post project which sent visibility, engagement and organic rankings skyrocketing.
They’ve recently rebranded (2026) and are now a big name in independent pet nutrition in the UK.
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“Corinne’s posts are a big hit with our team - she’s been instrumental in Pooch’s huge SEO success. We needed someone who could make dry topics engaging and fun, and she smashed the brief every single time.
- Jack Hayes, Head of SEO @ Pooch + Mutt