Why Keyword Search Is Critical for Chewy's Growth
- Xi Chen
- Apr 25
- 3 min read
In today's digital-first pet industry, keyword search is not just a marketing tactic, it is the foundation of how customers discover, evaluate, and purchase pet products and services. For a company like Chewy, whose business is almost entirely online, mastering keyword strategy directly impacts visibility, traffic, and ultimately revenue.
Strong Dominance in Product-Based Keywords
Semrush keyword analysis shows that Chewy performs very well on high-volume, transactional keywords such as: "dog treat", "basic pet care" and "pet supplies"
These keywords typically have high search volume, strong purchase intent, and high competition.
Chewy has successfully positioned itself as a top-of-mind destination for pet products, competing effectively with major players like Amazon, PetSmart, and Petco. PetSmart and Petco are doing exceptionally well in the vet care area.
However, this also reinforces a limitation:
Consumers primarily associate Chewy with products rather than services or care.
Heavy Reliance on Brand and Product Searches
Another pattern from Semrush branded keywords indicates that Chewy obtains high brand awareness and a strong existing customer base. Chewy benefits from brand loyalty and repeat behavior, especially among Autoship users.
But at the same time:
Most branded searches are still tied to shopping behavior rather than healthcare or ecosystem usage.
Weak Presence in Healthcare-Related Keywords
When expanding keyword analysis into areas like:
“online vet consultation”
“pet pharmacy delivery”
“pet health services”
Chewy’s visibility is significantly lower compared to its dominance in product categories.
This reveals a major gap:
Chewy’s healthcare ecosystem is not yet reflected in search behavior.
Modern Animal Acquisition: A New Keyword Opportunity in Healthcare
In April 2026, Chewy announced its acquisition of Modern Animal, a tech-enabled veterinary platform with physical clinics, virtual care, and a membership-based model. This move significantly expands Chewy’s presence in pet healthcare and accelerates its transition into a fully integrated healthcare ecosystem.
According to Chewy's website announcement, the acquisition is not just about operational scale—it is about strategic positioning. With Modern Animal, Chewy will:
Expand its clinic network from 18 to 47 locations nationwide
Add over $125 million in annualized revenue
Serve more than 100,000 member families through a healthcare-focused model
Keyword Search Implication
From a keyword perspective, this acquisition unlocks a major new search landscape for Chewy.
With Modern Animal, Chewy can now compete in high-value healthcare queries such as:
“vet clinic near me”
“pet health membership”
“online vet consultation”
“pet healthcare system”
These keywords represent higher lifetime value (LTV) customers, recurring service usage, deeper engagement beyond transactions.
The acquisition creates a critical shift:
Chewy is no longer limited to capturing purchase-intent keywords. It can now capture care and health-intent keywords.
This is important because:
Healthcare-related searches happen earlier in the decision journey
They signal long-term relationship potential, not just one-time purchases
They align directly with Chewy’s “For every Pet. One System.” positioning
The acquisition of Modern Animal is significant because it expands Chewy’s role from a product-focused retailer into a healthcare-enabled platform, opening the door to an entirely new layer of customer intent. Healthcare-related searches occur earlier in the pet care journey and signal deeper, long-term engagement rather than one-time purchases. By entering this space, Chewy is no longer limited to transactional keywords but can begin capturing high-value, relationship-driven queries tied to ongoing care. This aligns directly with its strategic shift toward a more integrated ecosystem and creates an opportunity to build stronger, more sustained customer relationships through search.
Final takeaway
The Modern Animal acquisition represents more than a business expansion—it marks a fundamental shift in how Chewy can compete in search. While Chewy has already established dominance in product-related keywords, its future growth depends on gaining visibility in healthcare and service-based queries. If successfully executed, this shift will redefine how consumers perceive the brand, moving it from a place to purchase pet products to a platform that manages every aspect of a pet’s well-being. In this sense, keyword strategy becomes a critical bridge between Chewy’s evolving capabilities and how consumers ultimately understand and engage with the brand.
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