UK Pet Food

Case Study

The Background

UK Pet Food, formerly known as PFMA, is an association for pet food manufacturers, suppliers and the wider pet food industry across the UK. 

In October 2022, PFMA rebranded to UK Pet Food, including a new website design and domain. The PFMA website had a lot of powerful Google rankings in place prior to the rebrand and the team wanted to ensure their positions on search engine results were retained as much as possible with the rebrand.

The Solution

Webhive Digital performed an extensive audit on the PFMA website to account for all high ranking content, including what keywords it ranked for and how much traffic it brought to the website each month. With this data, we were able to set up a priority list of content that needed to be migrated to the new UK Pet Food website.

We ensured all technical SEO work was in place, redirecting all old PFMA content to it’s new home on the UK Pet Food website, and created an action plan with the UK Pet Food team to reach out to their wider network to update their links where possible to help pass authority to the new domain.

Once Webhive Digital established any knock-on effects to rankings on Google from the rebrand, we created a new content strategy for new and existing content to be optimised to boost these areas. We also identified underperforming content from the PFMA website and optimised those pages, as well as identifying new keywords and topics relevant for the UK Pet Food website to increase rankings for new search terms.

The Results


of organic search traffic regained (with a +2% increase year on year)


Relevant keywords showing their website on page 1 of Google


Increase in page 1 rankings on Google search results