Pawsitive Results: 1600% More GBP Engagement for Mel Newton Dog Training
Mel Newton Dog Training Ltd is a trusted name in canine behaviour and training across Norfolk. Based in Swaffham, founder Melanie Newton has built a loyal following through her calm, positive approach, helping dogs and their owners gain confidence through bespoke classes and one-to-one sessions.
By late 2024, demand for her services was growing quickly, but her online visibility was struggling to meet demand.
Most leads still came through word of mouth, and local search results were dominated by long-established trainers. Mel knew her website had potential; it just needed the right strategy behind it.
That’s where Add People stepped in to help.
The Challenge
When Mel joined Add People, her website was live and functional but underperforming in search results. Organic visibility was limited to Swaffham, and even there, rankings were not where they could be.
Without a structured content plan, her services, such as rescue dog training and behaviour modification, were not appearing in local searches.
Her Google Business Profile was verified but inactive, and much of her time was spent managing enquiries manually, which left little room to focus on the growth of the business online.
The goal was clear: build a stronger online presence, attract consistent leads across Norfolk, and help Mel spend more time training dogs and less time managing admin.
The Strategy
When our Local SEO team began supporting Mel in late 2024, the focus was on building strong, sustainable local authority for her business. Our approach included:
Content Creation
We developed a complete content strategy including blogs, FAQs, and detailed service pages for core offerings such as puppy training, behaviour modification, and gundog sessions. Each page was written to reflect Mel’s authentic, supportive tone, helping her stand out as both a professional and a passionate dog lover.
Google Business Profile Optimisation
We transformed the Google Business Profile into a lead-generating hub. By refining categories, posting regular updates, and encouraging review growth, Mel’s business began appearing prominently in local map packs for key searches such as “puppy training Swaffham” and “dog training Norfolk”.
Keyword Targeting
We focused on hyper-local keywords to reach searchers across Norfolk, from Swaffham to Downham Market and Attleborough. This data-led targeting ensured Mel captured both immediate local traffic and broader regional searches, strengthening her authority across the area.
Client Collaboration
Mel’s hands-on involvement brought authenticity to every piece of content. Together, we created real-life dog training case studies featuring clients such as Flora, Snoop, and Peabody. Each story reinforced her expertise and compassionate approach while boosting engagement.
Strategic Adjustments
As the campaign evolved, we shifted focus towards Downham Market based on emerging demand data. We also streamlined content approval to speed up delivery and used client-supplied images to strengthen trust signals.
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The Results
The results have been truly transformational. Organic sessions grew from around 70–80 per month to over 136 per month, representing a 70% increase. Engagement remained strong at between 66% and 72%, showing visitors were genuinely connecting with the content.
Her Google Business Profile interactions grew by over 1600% year on year, driving more calls, direction requests, and bookings than ever before.
Mel now ranks number one across Norfolk for high-intent keywords such as “puppy training Swaffham”, “dog training classes Swaffham”, and “gundog training Norfolk”.
With stronger visibility came consistent enquiries, and Mel is now booked up one to two months in advance. She has even been able to expand her offering with new puppy classes to meet growing demand.
It has been a joy to see Mel’s business flourish, and we are proud to continue supporting her as she explores new opportunities, including integrated bookings and an online shop.
Testimonial
Finally, a word from the client:
“Working with Add People has been a game changer for my business. My visibility across Norfolk has grown massively, and I’m now consistently booked up months in advance. The content and SEO support have given my business the professional edge it needed.”
Mel Newton, Owner.
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