When it comes to veterinary marketing, you don’t need a bottomless ad budget to rise to the top of Google’s search results. The real secret? A smart, well-structured, search engine optimization (SEO)-rich website that plays by the rules and still manages to steal the show.

Organic search traffic is still the most valuable form of online visibility. Why? Because when pet owners go looking for help, they ask Google. They type things such as “24-hour emergency vet near me” or “dog limping vet in [your town].” And if your clinic isn’t showing up in those search results, you’re not even in the race.

So how do you fetch that top spot on Google—without burning money on clicks? Let’s break it down.

First impressions matter: Your website must be built for humans (and Google)

Think of your website as your digital front desk. If it’s outdated, slow, or cluttered, you’re instantly losing trust. But here’s the trick: You’re not just building a website for pet owners. You’re building it for Google, too.

Accessible to people with disabilities (ie, compliant with the American With Disabilities Act [ADA])

Rich in relevant, location-specific keywords

Structured with clear headers and tagged content

Take vetspr.com, for example. Built from the ground up with Google’s best practices in mind, the site is sleek, modern, and lightning-fast. But behind the scenes, it’s doing even more work. From its ADA compliance (think screen-reader compatibility, alt tags, and proper color contrast) to keyword-rich pages seeded with terms such as “24/7 vet in Puerto Rico,” “emergency veterinary care Caguas,” and “puppy vaccinations parainfluenza,” every line of copy is intentional.

There’s no fluff. It’s clean, strategic SEO—and it works.

The power of keywords: Speak like your clients search


It’s not about stuffing a bunch of keywords on the homepage and calling it a day. It’s about understanding what real people are searching for and weaving those phrases naturally into your content.

For example, a pet owner isn’t Googling “companion animal wellness protocols.” They’re typing “dog checkup near me” or “cat shots in Puerto Rico.”

That’s where smart websites win. As another example, vetspr.com uses the following:

Keyword-optimized service pages for each department (eg, “Emergency services,” “General surgery,” and “Exotic pet care”)

Blog posts that answer commonly Googled questions such as “How to tell if my dog needs emergency care”

Location-based SEO built into every URL, meta tag, and page title

Google crawls that content constantly. And when the site structure is clean and the keywords are clear, Google knows exactly who you are, what you do, and who should see your site first.

Accessibility isn’t just a bonus—it’s a ranking factor


ADA compliance isn’t just about inclusivity (although that’s reason enough). Google actively favors websites that meet accessibility guidelines. This means your website should do the following:

Use high color contrast for text and backgrounds

Use descriptive link text (no more “click here”)


Google has made it very clear that site speed matters. A slow website is a dealbreaker, both for your clients and your ranking. Here’s what slows down most vet clinic websites:

The solution? Streamlined coding and media optimization. For example, playful visual touches—such as a running cat animation displayed while the site loads—don’t need to sacrifice speed. It’s carefully optimized behind the scenes to load quickly even on mobile, which is exactly where most pet owners are doing their searches.

Think like a pet owner, but write like a marketer


Every page on your website should answer a question your clients are asking. The days of sterile, jargon-heavy veterinary websites are over. People want to feel comforted, understood, and guided.

This is where strong calls to action matter. Pages shouldn’t just inform—they should convert. Smart veterinary sites include the following:

Clear appointment buttons at or near the top

Keyword-optimized headers that sound like questions or solutions

Internal links that guide users deeper into the site

For example, someone reading about dental cleanings can easily click on a button to book an appointment or learn more about anesthesia for senior pets. Every click keeps them engaged—and helps Google understand that the site is relevant, helpful, and trustworthy.


RoodandRiddle.com is another example—but in a different lane. Rood & Riddle is known nationwide for equine care. Its website is packed with veterinary authority and keyword strategy focused on horse owners. They’re not trying to rank in the search results for “puppy vaccines near me.” They’re targeting searches such as the following:

“Advanced lameness diagnostics for performance horses”

That level of niche targeting is how you beat out generic listings on Google, even when you’re in a highly competitive space. Whether you're a boutique exotics clinic or a regional animal hospital, you have an SEO angle. You just need to know how to dig it out.

Takeaway: SEO isn’t optional. It’s your competitive edge


There’s no shortcut to the top of Google, but there is a smart route—and it starts with your website. Done right, your site can be your most powerful marketing tool. You don’t need to throw money at advertisements if you invest in structure, strategy, and speed.

Clean design, keyword-focused content, ADA accessibility, strategic site architecture, and creativity can help give a website a competitive edge. So, before you invest in another postcard campaign or social media ad, ask yourself: Can people find me when they need me most?

If your answer isn’t a confident “Yes,” it’s time to rebuild your site purposefully. Because the top spot on Google isn’t just for the big guys: It’s for the smart ones!

 is the marketing director at Mount Laurel Animal Hospital in New Jersey. She is a veteran in the digital world and a seasoned marketing professional with more than 16 years of experience. Style and substance are the benchmarks of Guli’s work. Her close attention and keen eye for detail always make something special out of everything she touches. Her accomplishments as a web content developer, writer, artist, and event planner are known throughout the veterinary industry.

Articles

Practices can earn Google’s top spot without paying for ads.

Creating a smart veterinary website

Rethinking arthritis management through a One Health lens

Veterinarians are taught osteoarthritis (OA) is a cartilage disease, but we were also taught that cartilage is aneural, so why does arthritis hurt? It hurts because the synovium contains a concentration of nociceptors, sensory neurons that detect pain. The synovium creates the environment of the joint, pain sensation, proprioception, producing joint fluid, and other vital functions, so that OA must be considered a synovial disease, not a cartilage disease.

As a recent review proposed, OA management should be multimodal, with a focus on managing synovial inflammation (synovitis).

 Understanding the pathophysiology of OA has led to targeted, disease-modifying approaches.

 A translational approach for musculoskeletal care from humans to companion animals to zoological species has since taken place, benefitting numerous animals and their caregivers.

While managing musculoskeletal pain in equines is probably the most recognized, canines, felines, and exotics, including wildlife, have also benefitted from recent advancements in the use of targeted, injectable therapy.

 Recently, a monoclonal antibody targeting nerve growth factor has been introduced for dogs and cats, but there are significant concerns about musculoskeletal adverse events, and the authors recommend very careful use of this therapy.

Perhaps a less-considered component of OA is the environmental impact of chronically used medicines such as non-steroidal anti-inflammatories (NSAIDs) or steroids. One study reported that accumulation of NSAIDs from wastewater to aquatic ecosystems poses serious threats to aquatic species.

 Another looked at glucocorticoids entering the environment from wastewater and the significant effects they may cause on fish.

The purpose of this article is to review some of the intraarticular therapies for the management of OA. These therapies can be considered for many species due to a shared pathophysiology of OA. These studies and the common knowledge of adverse systemic effects of traditional pain management for OA symptoms have driven research in pursuit of novel techniques and treatments for the disease.

OA was often thought of as a normal process for the body as joints “wear and tear” over time or due to trauma or congenital abnormalities. Now, its recognized as a pathologic disease process caused by synovitis and the resulting cartilage degradation, osteophyte formation, and subchondral bone remodeling. Whether repetition, acute trauma, congenital deformities, or obesity initiates the process, once the extracellular matrix is damaged in a joint, structural integrity is lost and damage-associated molecular patterns (DAMPs) initiate the inflammation resulting in OA progression and its self-sustaining cycle.

 This pathophysiology, and the associated pain, is similar across species—fromhumans, equines, canines, felines, leopards, sea lions, elephants, and avian species. While domestic canines often have secondary OA due to a developmental orthopedic disorder (elbow dysplasia, hip dysplasia, cranial cruciate ligament tear, etc.), domestic cat OA is often primary, and in humans and exotic species, OA can be either.

 Due to this shared pathophysiology, small mammals are often used as animal models in studying spontaneous, naturally developing, genetic, or induced OA.

With improved understanding of OA pathophysiology, disease-modifying strategies have emerged to address the underlying mechanisms and modify associated structural damage to prevent long-term joint disability.

What’s new in targeted, intraarticular OA therapies?

Sn-117m microparticles have been investigated as a safe and effective therapeutic for treating OA by reducing synovial inflammation by halting the cycle of OA.

 When introduced into the joint, Sn-117m provides low-level irradiation that suppresses synovial inflammation and thus provides pain relief for up to a year, as found in several studies evaluating canine elbow OA.

Sn-117m only penetrates <0.3 mm, sparing articular cartilage, subchondral bone, and other deeper tissues. This also means Sn-117m does not leak into systemic circulation, preventing radioactive bodily fluids and requiring minimal restrictions for interaction post injection. As a result, Sn-117m has been approved for use in canine patients. One author (MWB) has successfully used Sn-117m in over 150 canines (predominately elbows), 3 domestic cats, and a Komodo dragon with elbow and stifle OA at a major United States zoo.

 Additionally, Sn-117m has been used in 2 other Komodo dragons for OA and a tiger at other facilities with other clinicians.

Two and a half percent synthetic cross-linked injectable polyacrylamide hydrogel (2.5 iPAAG) is a nonabsorbable and nondegradable material that has been used to treat OA in humans and horses.

 When injected intraarticularly, 2.5 iPAAG localizes to the subintima of the synovial lining, acts as a bioscaffold, and induces a low-level phagocytic response.

 When studied in goats, 2.5 iPAAG was found to thicken the synovial membrane by allowing angiogenesis and increasing collagen and synovial cells, which lead to increased joint elasticity and lasting viscosupplementation.

 One author, Brunke, has successfully used 2.5 iPAAG in domestic canine and felines, and non-domestic species such as an amur leopard and fennec foxes.

Platelet-rich plasma (PRP) is a blood-derived product that consists of plasma with a platelet concentration higher than that of peripheral blood. Aside from their role in blood clotting, platelets release growth factors that stimulate angiogenesis, chondrocyte proliferation, and reduce chondrocyte apoptosis.

 PRP therapy for OA involves obtaining a blood sample from the affected patient, which is then processed to produce platelet-rich plasma, and injecting it intraarticularly with effects lasting 3-9 months. Use of PRP in equine OA management is well documented and has also been utilized in domestic species for intraarticular OA therapy.

In many zoo and wildlife species, such as South American sea lions (

), and some species of marine turtles, PRP has been utilized more often for wound management.

Mesenchymal stem cells (MSCs) are progenitor cells with the ability to differentiate into numerous cell types, such as bone, cartilage, and connective tissue cells. The mechanism of action is still not understood. MSCs can be autologous, allogenic, or xenogeneic. Cells are collected from subcutaneous tissue or bone marrow, cultured and expanded in vitro, and then administered via an intra-articular injection. Effects can last up to 6 months. This is a more costly procedure, as cell culture requires 7-10 days and 2 anesthetic events are required. Potential for donor-site morbidity and adverse immune reactions with allogenic preparations must be considered. Other disease-modifying strategies in OA management include autologous conditioned plasma (ACP), bone marrow aspirate concentrate (BMAC), stromal vascular fraction (SVF), autologous conditioned serum (ACS), and autologous protein solution (APS). Each offering different mechanisms to address joint inflammation and tissue repair.

Risks associated with therapeutic joint injections (TJIs) in small animals include transient soreness, GI side effects, and one reported case of possible sepsis.

 For equine orthobiologics, joint flare can be seen, but no other adverse events were reported in a recent systematic review and meta-analysis.

 For the 2.5 iPAAG treatment, transient joint soreness was reported in a small number of equine and human cases, and in the authors’ experience this is similar in dogs and cats.

While these advancements pose novel techniques for a multitude of species, there remains a need for continued collaborative research and species-specific dosing, delivery, and outcome tracking. Physical activity monitors (PAMs) have been a significant tool in companion animal osteoarthritic research and present an opportunity for translational studies across species. Case reporting is a crucial aspect of spreading knowledge within the veterinary community, especially for zoo and wildlife medicine.

Utilizing a One Health approach can advance pain management across species. Intraarticular therapies like Sn-117m, 2.5 iPAAG, PRP, and MSCs are improving outcomes in a wide range of species and can continue to be researched in medicine. Ongoing innovation, clinical curiosity, and cross-species learning are key to treating OA and chronic pain in all animals under our care.

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A One Health perspective on intraarticular therapies for osteoarthritis.

Pain management in veterinary medicine: What’s new? 

Access to a parasite protection product and a dermatology drug therapy are expanding in the global market. Elanco Animal Health’s lotilaner, moxidectin, praziquantel, and pyrantel chewable tablets (Credelio Quattro) for protection against 6 parasites and ilunocitinib tablets (Zenrelia) for management of pruritus have both proven successful with US customers, according to the company.

Credelio Quattro offers broad parasite protection in an isoxazoline endectocide that covers fleas, ticks, heartworm disease and 3 risky intestinal parasites—roundworms, hookworms and tapeworms. Elanco announced the FDA approval of Credelio Quattro in October 2024.

“Credelio Quattro is labeled to be administered on a monthly basis. And we want to really emphasize the fact that agencies like the American Heartworm Society and Companion Animal Parasite Council encourage these pets to be on heartworm disease prevention year round. So, Credelio Quattro should be given once a month, year-round, and we've made that easier by making it available in a meat allergen-free, beef-flavored, highly palatable chewable tablet,” Casey Locklear, DVM, US medical strategic lead for Elanco Animal Health, said in a 

Since Credelio Quattro was launched on the US market in January 2025,

 it has reached $100 million in net sales, according to Elanco. It is the quickest one of the company’s products has ever reached this milestone.

"Credelio Quattro continues to break boundaries when it comes to offering veterinarians and pet owners parasite protection," Bobby Modi, executive vice president, US Pet Health and Global Digital Transformation at Elanco, said in a press release.

 "We're seeing incredibly strong demand for all-in-one products from pet owners and veterinarians alike. In fact, Credelio Quattro captured approximately 14% of the dollar share in broad-spectrum sales out of U.S. veterinary clinics in June. The introduction of Credelio Quattro has bolstered our broader Elanco portfolio in U.S. veterinary clinics, with Elanco now offering veterinarians a complete ecto, endo, and endecto portfolio with a variety of parasite coverage at a variety of price points to meet veterinarian and pet owner needs."

Credelio Quattro is 1 of 6 recently launched products to reach the $100 million annual net sales milestone. Buoyed by this success, the company is preparing to bring Credelio Quattro to the global market starting in 2026. Submissions for approvals have been made in Australia, Canada, the European Union (EU), the United Kingdom (UK) and Japan.

The once-daily Janus kinase inhibitor Zenrelia has already arrived on the global market and continuing to expand. For the international market, this therapy offers a single daily dose for controlling pruritus associated with allergic dermatitis and atopic dermatitis in dogs aged 12 months and older.

Elanco announced in July 2025 that these ilunocitinib tablets had earned approval from the European Commission with market launch scheduled for the third quarter of 2025.

 The United Kingdom's Veterinary Medicines Directorate granted its approval for the drug in August 2025.

Zenrelia is currently available in the EU, Great Britain, Brazil, Canada and Japan as well as the US. The availability of Zenrelia’s supply to veterinarians and pet owners in the EU and UK represents a pivotal milestone in the international canine dermatology market, according to officials for Elanco.


"I think it will really help improve that owner, patient, pet bond, it will hopefully help reduce caregiver burden and will improve patient and carer quality of life as well," British veterinarian Victoria Robinson BVM&S, BSc, CertAVP (VD), DECVD, MRCVS, RCVS and specialist in veterinary dermatology, said in the release.

 "Knowing what I currently know about Zenrelia, I am keen to use it in the clinic and start prescribing it."

The Zenrelia label in the EU is consistent with other markets outside North America where the product has already been approved, according to Elanco. "We are very pleased with the results we are seeing in the global market, with more than half a million dogs treated with Zenrelia," Ramiro Cabral, executive vice president, Elanco International, said in the release.

, Mara Tugel, DVM, veterinary technical marketing-companion animal therapeutics for Elanco, discussed studies conducted in the US and Europe prior to Zenrelia’s approvals.

 These studies included testing against an oclacitinib product for the European submission. “This [testing] was done in client-owned dogs, and it was a blinded, masked, randomized study across 25 different clinical sites in Europe. What we found in that study was that once daily dosing of Zenrelia was as effective as [oclacitinib] dosed twice daily for 14 days and then once daily,” Tugel said. “Additionally, there were similar rates of adverse events between treatment groups, and that once daily Zenrelia dose helped minimize the opportunity for rebound pruritus, or that little bump in itch that we can see when the [oclacitinib] doses decreased from twice daily to once daily.”

Elanco innovation builds momentum, Credelio Quattro (lotilaner, moxidectin, praziquan and pyrantel chewable tablets) reaches blockbuster status. News release. Elanco Animal Health. September 8, 2025. Accessed September 8, 2025. 

https://www.prnewswire.com/news-releases/elanco-innovation-builds-momentum-credelio-quattro-lotilaner-moxidectin-praziquantel-and-pyrantel-chewable-tablets-reaches-blockbuster-status-302548581.html?tc=eml_cleartime

Bautista-Alejandre A. FDA approves oral drug for broad canine protection against parasites. 

. October 7, 2024. Accessed September 9, 2025. 

https://www.dvm360.com/view/fda-approves-oral-drug-for-broad-canine-protection-against-parasites

Locklear C, Crossley KC. Using new combination drug to protect against parasites. 

. March 11, 2025. Accessed September 10, 2025. 

https://www.dvm360.com/view/using-new-combination-drug-to-protect-against-parasites

Bautista-Alejandre A. Credelio Quattro launches at VMX. 

. January 28, 2025. Accessed September 9, 2025. 

https://www.dvm360.com/view/credelio-quattro-launches-at-vmx

McCafferty C. European Commission approves Zenrelia. 

. July 28, 2025. Accessed September 10, 2025. 

https://www.dvm360.com/view/european-commission-approves-zenrel

McCafferty C. The research behind Zenrelia. 

. October 16, 2024. Accessed September 10, 2025. 

https://www.dvm360.com/view/the-research-behind-zenrelia

Elanco Animal Health is pursuing international approvals for a parasite protection therapy and a dermatology drug.

Drug developer strives to increase global access for 2 products

The North American Veterinary Community (NAVC) today announced that they are now accepting entries for its VETTY Awards. The global awards program, launched in 2017, celebrates excellence in marketing in the animal health care industry.

Every year, NAVC recognizes achievements in animal health care communications and marketing mediums, honoring work in advertising, digital and social media, print, events, websites, and more. Over time, the VETTY Awards has grown into a prestigious program within the industry.

Both nonprofit and for-profit organizations and agencies in the veterinary industry can submit their creative work for consideration. To qualify for the awards, work must have been produced between November 1, 2024, and October 31, 2025.

“The VETTY Awards celebrates the marketing excellence of the products, programs and services that help animals live longer and enjoy better quality lives,” Gene O’Neill, CEO of NAVC, said in a news release.

 “We want the talented, creative professionals whose marketing set ablaze our industry’s successes this year to throw their hat in the ring for a coveted VETTY award. Their passion for helping animals truly makes them the ‘Torchbearers of Care.’”

Awards will be presented at the annual Veterinary Meeting & Expo (VMX), which will be in its 43rd year, on January 17, 2026, to January 21, 2026, at the Orange County Convention Center in Orlando, Florida. Winning entries will be showcased in the VETTY Awards booth in the convention center’s Expo Hall and on the Vetty Awards website. Additionally, an awards reception for all entrants will be held on January 19, 2026.

Last year, winners of the 2024 VETTY Awards, which 

Best in Show (For Profit) Award in the Television Commercial category:

 “Love Forever Home Commercial” by Lap of Love Veterinary Hospice and VETEOS.

 “Animal Health Corridor Spirit of Service - PawsAbilities” by Animal Health Corridor and JNA Advertising.

: “The Equine Practice Company’s Lameness Program” by The Equine Practice Company and Brown Fox Creative House. Category

 “Merck Animal Health @ VMX 2024” by Merck Animal Health and Sparks.

In-Clinic Merchandise, Educational category:

 "Zoetis Test for Success in Clinic Activation" by Zoetis & FWD People.

: “Pet Parent Journey: A Guide for Brand Managers” by S&A.

NAVC Spotlight Award in the Campaign–Consumer category:

 “Hill’s Prescription Diet–Silent Sufferers” by Hill’s Pet Nutrition and VML.

Additional winners in the Gold (30 winners), Silver (43 winners), and Bronze (46 winners) levels were also announced during the conference.

The early bird submission deadline for this year’s VETTY Awards is September 30, 2025, at 11:59 PM ET, with the final deadline set for November 3, 2025, at 11:59 PM ET. The NAVC will notify winners in mid-December, ahead of VMX.

Celebrating the torchbearers of care in animal health care marketing. News release. North American Veterinary Community. September 9, 2025.

Coppock Crossley K. NAVC presented VETTY Awards at VMX 2025. 

. February 5, 2025. Accessed September 9, 2025. https://www.dvm360.com/view/navc-presents-vetty-awards-at-vmx-2025

The final deadline for entries is November 3, 2025.

Submissions for VETTY Awards now open

On this week's episode of The Vet Blast Podcast, Adam Christman, DVM, MBA, welcomes Stacy Anderson, DVM, MVSc, PhD, DACVS-LA, executive dean of the Lincoln Memorial University Richard A. Gillespie College of Veterinary Medicine, and his former veterinary school class, to the show to discuss the distributed model in veterinary education, which was pioneered by Western University of Health Sciences and brings students into private practices instead of a traditional teaching hospital.

Discover the innovative distributed model in veterinary education with insights from LMU's executive dean, exploring its benefits and challenges for future veterinarians.