Business Club Varna2 years, 140+ members, zero ad spend
Mascot Millenium.
A local African Mastiff breeder in Bulgaria, rebuilt into a brand that buyers in 12 countries bought from in the first year.
Mascot Millenium
Branding, web, SEO
2023
Feature image
What changed, in numbers.
0
Countries buying in year one
0
Keywords ranked #1 on Google
0
Monthly organic traffic
Known locally, invisible everywhere else.
The breeding work was already strong and the reputation in Bulgaria was solid. Everything around it was not. No consistent brand, no site a foreign buyer would trust with a deposit, and no way to be found by anyone searching from outside the country.
Buyers at this level research for weeks and pay a lot, often without ever meeting the seller. That makes credibility the whole product. The job was to make an operation that was genuinely world class look like it, in the language its buyers search in.
4 pieces of the same job.
01
Positioning and identity
A look, a name treatment and a tone built for an international buyer rather than a local one. Consistent enough that every photo, page and message reads as the same operation.
02
A site built for trust
Structure that answers a serious buyer's questions in the order they ask them: lineage, health, process, and how a purchase from abroad actually works.
03
Being findable at all
Content and on-page work targeting how buyers actually search for this breed. That is where the 203 first-place keywords came from.
04
Proof, repeatedly
An ongoing stream of photography and updates, because in this market the evidence of care is the marketing.
Detail image
Detail image
From local to international.
Within the first year the business was selling to buyers in 12 countries, with the site doing the qualifying work before any conversation started.
The search work compounded: 203 keywords in first place on Google and monthly organic traffic up 307%. More usefully, the inquiries that arrived were better informed, which shortened every conversation that followed.
"People stopped asking whether we were a real kennel. They started asking when the next litter was."
Client name, Mascot Millenium
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