Digital optimisation · SEO · Established business

Gentlecan

A premium business with eight years behind it, a strong offline reputation and around 80% repeat customers. The job wasn’t to build an audience for it, but to make it findable.

Sector: Premium dog grooming and boutique
My role: Content restructuring and SEO on the existing website
Data: Google Search Console, August 2026
Note: I didn’t design the website

Client context

Gentlecan brought a London-style premium dog grooming and boutique concept to Madrid. Around eight years of trading, loyal customers and roughly 80% repeat business: the kind of numbers that tell you the product isn’t the problem.

They came to me after seeing the Kissaten work. They had tried to set up an online shop through Kit Digital and had already had a bad experience with freelance marketing.

Problem or need

The conversation started on Instagram. That turned out not to be where the value was.

Diagnosis

Follower count was the wrong scoreboard for this business. Repeat custom was already excellent: what it needed was to be found by people who didn’t yet know it existed.

Proposed strategy

Work on the existing website and restructure its content so search engines and customers could understand it, rather than rebuilding it.

Work delivered

Page copy
H1 and H2 hierarchy
Search-led content
SEO structure
Overall digital presence

I didn’t design Gentlecan’s website. The online shop was eventually withdrawn and follower growth didn’t reach what we’d hoped.

Tools and technologies

Google Search Console
Client’s existing website

Measurable results

51.1K

impressions in search results

216

organic clicks

clicks to the homepage, plus 33 to /tienda/ and 20 to a Dachshund page

Brand

queries such as «gentlecan», «gentle can» and «gentlecan madrid»

Google Search Console, August 2026, after the content and SEO restructuring. It shows sustained organic visibility, not that this traffic is down to this work alone. Most searches being branded means the offline reputation is doing much of the work; the room for improvement is in searches that don’t include the name.

Lessons learnt

Working inside an established business I didn’t build, on a website I didn’t design, with a client who had already been let down, and finding the contribution that was really worth making rather than the one discussed at the start.

It also shows that I measure against the business goal and say so when a metric we expected didn’t move.

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