Jax & Cali — Natural Pet Wipes for Better Health & Hygiene (jaxandcali.com)
In the competitive U.S. pet care e-commerce space, organic search remains one of the most cost-effective and sustainable channels for customer acquisition. For a DTC brand like Jax & Cali, which sells natural pet wipes and grooming products, SEO plays a key role. It helps new customers find the brand and ensures that Google can easily find and index existing pages.
Times of SEO was brought on to manage full-funnel SEO for jaxandcali.com, a Shopify-based e-commerce store competing in a crowded natural pet hygiene niche. This case study outlines the technical and content foundation we established. It also highlights the search performance gains we measured using Google Search Console.
Client Overview
Jax & Cali is a U.S.-based, women-owned pet care brand. They offer natural wipes and grooming essentials for dogs and cats. Their products include tear-stain wipes, toothbrush wipes, ear swabs, and paw & body wipes. The brand sells directly to consumers at jaxandcali.com. They needed an SEO partner to boost organic visibility, enhance site health, and drive qualified traffic in the U.S. market.
The Challenge
- A growing product catalog with multiple sitemaps (blogs, collections, pages, and products) that needed consistent crawl coverage.
- A meaningful share of known URLs — 73 pages — were not yet indexed, limiting how much of the catalog and content could surface in search.
- No structured data validation in place for breadcrumbs and product snippets, reducing eligibility for enhanced (rich) search results.
- Crawl efficiency needed to be monitored closely so Googlebot’s budget was spent on high-value pages rather than redirects or errors.
- Limited baseline visibility in core U.S. search queries relevant to natural pet hygiene and grooming.
Our SEO Strategy
We tackled Jax & Cali’s SEO by focusing on technical aspects first. We made the site easy for Google to crawl, index, and understand. Then, we supported this with ongoing content and on-page optimization.
- Technical SEO audit and ongoing monitoring of crawl stats, response codes, and file-type crawl distribution.
- Indexation management — actively reviewing why pages weren’t indexed and resolving the underlying causes (duplicate content, low-value URLs, canonicalization).
- Structured data implementation and validation for Breadcrumbs and Product schema to unlock rich results in Google Search.
- XML sitemap health monitoring across blog, collection, page, and product sitemaps to ensure consistent discovery.
- On-page and content optimization targeting core U.S. search intent around natural pet wipes, hygiene, and grooming.
Results
In a year tracked by Google Search Console, jaxandcali.com showed strong growth. It improved in clicks, impressions, and search visibility in the U.S. market.
| 4.98K Total Clicks (12 mo) | 578K Total Impressions | 0.9% Average CTR | 7.7 Average Position |
The United States remains the platform’s core market, accounting for the large majority of organic clicks and impressions — 3,978 clicks and 426,954 impressions at an average position of 7.7. This confirms that SEO efforts align well with Jax & Cali’s main U.S. customers. Also, secondary markets like Brazil, the United Kingdom, and Canada are showing early growth.
Detailed Performance Data
Search Performance (12 Months)
Figure 1 — Search Console Performance Overview, 12-Month Window
Over the tracked 12-month window, jaxandcali.com generated 4.98K total clicks and 578K total impressions, with an average CTR of 0.9% and an average position of 7.7. This trend line reflects consistent organic visibility and confirms the site is being crawled and surfaced reliably across a wide range of U.S.-relevant search queries.
Figure 2 — Performance by Country, 12-Month Window
Breaking performance down by country confirms the United States as the dominant market for organic search, contributing the vast majority of both clicks and impressions. This validates the strategy of prioritizing U.S. search intent and on-page targeting throughout the campaign.
Figure 3 — Country-Level Performance Table (Clicks, Impressions, CTR, Position)
The United States alone accounts for 3,978 clicks and 426,954 impressions at a 0.9% CTR and 7.7 average position — a strong foundation given the competitiveness of the pet care and hygiene category. Secondary markets such as Brazil (1.6% CTR) and Mexico (1.2% CTR) show promising engagement rates worth expanding through future content and localization efforts.
Indexation Health
Figure 4 — Page Indexing Report
At the time of this report, Google Search Console shows 40 pages indexed against 73 not indexed, spread across 8 distinct reasons. This is a normal and expected pattern for an actively managed Shopify catalog — a portion of “not indexed” URLs are typically duplicate, parameterized, or low-value pages that don’t need indexing (such as filtered collection URLs), rather than errors. Our ongoing work includes reviewing this report regularly to ensure only high-value, unique pages are prioritized for indexing while non-canonical variants are properly handled.
Crawl Budget and Crawl Efficiency
Figure 5 — Googlebot Crawl Stats
Crawl stats confirm Googlebot is accessing the site efficiently, with the site recording 6.4K total crawl requests, a total download size of 140M bytes, and an average response time of 149ms over the reporting window. Of the crawl requests, 82% returned a 200 (OK) response, with only 9% resulting in 404s and 8% in 301 redirects — both of which we continue to monitor and reduce through internal link cleanup and redirect mapping.
By file type, HTML made up 24% of crawl requests, followed by CSS (22%) and JavaScript (20%) — a healthy distribution that shows Google is rendering pages fully rather than only fetching bare HTML. By purpose, 97% of crawl requests were refresh crawls versus 3% discovery crawls, and by Googlebot type, 46% were page-resource loads, with smartphone crawling (20%) ahead of desktop (19%) — confirming the site is being evaluated primarily through Google’s mobile-first indexing lens, as expected.
XML Sitemap Health
Figure 6 — Submitted Sitemaps
Jax & Cali submits five sitemaps — covering blogs, collections, pages, products, and a master sitemap index — all currently returning a Success status in Google Search Console. Together these sitemaps have surfaced 101 discovered URLs across blog content, collections, static pages, and product listings, giving Google a clear, consistently updated map of the site’s structure and helping new or updated content get discovered faster.
Structured Data and Schema Markup Validation
Figure 7 — Breadcrumbs Structured Data
All 8 breadcrumb structured data items on the site are marked valid, with zero invalid items flagged in the last 90 days. Clean breadcrumb schema helps Google display accurate navigational paths directly in search snippets, improving both click-through rate and search result clarity for shoppers browsing product categories.
Figure 8 — Product Snippets Structured Data
Product snippet markup is fully validated. It shows 5 valid items and zero errors. This means eligible product pages have accurate structured data. This data includes pricing, availability, and reviews when supported. Clean product schema helps Jax & Cali’s listings stand out with enhanced search features and better-informed shoppers before they even reach the site.
Conclusion
Using a technical-first SEO approach, Times of SEO helped Jax & Cali improve their organic search presence.
This method involved:
- Monitoring crawl efficiency
- Managing indexation
- Validating structured data
- Checking sitemap health
Over 12 months, they generated 4.98K clicks and 578K impressions. With a strong U.S. audience, [jaxandcali.com](http://jaxandcali.com) is ready to boost its organic visibility as the strategy grows into more content and off-page efforts.
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