Amazing Friends
Amazing Friends is a non-profit Dog shelter in Stockholm that helps abandoned or injured dogs find better and safer homes. Amazing Friends understands dogs’ feelings and works towards their well-being until they find new owners who can give them the same joy.
Amazing Friends is an online platform that lets you adopt a dog and change their world. Our client wanted to create an online platform where people can look for dog adoption based on the information about dogs. Their vision was to create a one-stop online portal for adopting, donating to, and addressing urgent shelter needs for dogs in Stockholm.
Business Challenges
At Amazing Friends, digital presence was falling short of its potential. The website struggled with low organic visibility for high-intent Swedish adoption keywords. Additionally, a lack of clear technical structure prevented individual dog profile pages from indexing efficiently, limiting the reach of dogs urgently looking for homes.
Our core objective was clear: optimize the platform’s technical architecture, target high-value localized keywords, and design an on-page experience that turns animal lovers into active applicants and monthly donors.
- Indexation Issues on Dog Profiles: The website dynamically displays available dogs for adoption. Originally, new dog profile pages were not being discovered or indexed fast enough by search engines because they were buried behind infinite scrolls or poorly structured category filters, meaning dogs were getting adopted or missing out on visibility before Google even knew they existed.
- Poor Localization for Regional Search Intent: While based in Sörmland, the organization rehomes dogs across all of Sweden. However, the site was only ranking for generic, highly competitive nationwide terms like adoptera hund (adopt a dog), missing out on high-intent localized traffic from people looking to adopt or foster closer to their specific regions.
- Unoptimized Images: Because a dog rescue site relies entirely on emotional, high-quality photography to drive adoptions, users and staff were uploading massive, uncompressed smartphone images directly to dog profiles. This severely damaged mobile PageSpeed scores, causing high bounce rates among mobile users.
- Zero Conversion/Content: The site’s Solskenshistorier (Success Stories) and dog care advice blog posts generated decent organic traffic from Google, but these visitors were dropping off after reading. The traffic was “orphaned” because these pages completely lacked clear call-to-actions (CTAs) directing readers to become a foster home (jourhem) or a monthly donor.
- Lack of E-E-E-T (Trust Signals): Keywords related to financial support like hundar omplacering (dogs relocation), rescue hund (rescue dog) or stöd hundhem (support dog shelters) require exceptionally high levels of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-E-T) in Google’s eyes. The site lacked structured data and clear organizational transparency, making it hard to rank for fundraising terms.
Solutions
By resolving the site’s underlying structural roadblocks accelerating profile indexation, capturing high-intent local search queries, and turning passive readers into active contributors we transformed amazingfriends.se from a quiet digital platform into a highly efficient rehoming engine. Ultimately, this project proves that combining precise, clean technical SEO with an intentional user journey allows non-profit organizations to break through competitive noise and convert digital visibility into life-saving, real-world impact.
- Pages Indexed: The site architecture cleaned, pagination-based dog categories segmented by attributes (e.g., Valpar (Puppies), Seniorer (Seniors), Små hundar (Small dogs)). Implemented automated, dynamic XML sitemap updates that ping search engines the moment a new dog profile is published. Metric: Decreased average time-to-index for new dog profiles from 8 days down to less than 2 days.
- Regional Search Intent: Built out targeted location-focused content modules and landing pages optimized for regional intent clusters (e.g., Adoptera hund Stockholm, Hundhem Sörmland, Omplaceringshund Göteborg). Metric: Increased regional/local keyword impressions by 73% within 4 months.
- Optimized Images: Integrated automatic WebP image conversion and lazy-loading scripts on all WordPress media uploads. Optimized the Astra theme’s asset delivery by minifying CSS and delaying non-essential JavaScript. Metric: Improved mobile PageSpeed score from 34/100 to 82/100, dropping mobile bounce rates from 68% to 41%.
- Regular Blogs/Content, With Broad Traffic: Conducted an internal linking overhaul. Strategically mapped contextual CTAs inside every high-traffic blog post linking readers directly to the Bli månadsmedlem (Become a monthly member) and Ansök om att adoptera (Apply to adopt) forms. Metric: Boosted internal click-through rate (CTR) from informational blog posts to conversion forms from 1.2% to 6.8%.
- Proper Keywords and Schema Update: Implemented robust Organization and NonprofitSB JSON-LD schema markup containing verified registration numbers, board profiles, and physical address details. Created a dedicated “Transparency & Impact” section on the main donation pages. Metric: Achieved a +45% increase in organic traffic to the donation contact form submission and landing pages, resulting in a +35% lift in monthly sign-ups.
Your targeted Keywords need to rank on Google for Users.
Project in Figures
Applied Technologies
WordPress
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