Gentlecan
An eight-year-old premium business with a strong offline reputation and roughly 80% customer retention. The job was not to build it an audience. It was to make it findable.
Gentlecan brought a London-style premium dog grooming and boutique concept to Madrid. Around eight years trading, a loyal customer base, and roughly 80% retention — the kind of numbers that tell you the product is not the problem.
They came to me after seeing the Kissaten work. They had tried to use Kit Digital for ecommerce, and they had been burned before by freelance marketing.
We started the conversation on Instagram. That is not where the value turned out to be.
I did not design the Gentlecan website. I worked on the site that already existed and restructured its content so search engines and customers could understand it: page copy, H1s, H2s, search-oriented content, SEO structure and the wider digital presence.
The ecommerce store was ultimately removed. Follower growth did not reach what we hoped for.
Google Search Console, August 2026 — after the content and SEO restructure.
Appearing in search results
Arriving from search
Plus 33 to /tienda/ and 20 to a Teckel page
“gentlecan”, “gentle can”, “gentlecan madrid”
Google Search Console, August 2026. Evidence of continuing organic visibility after the SEO and content work — not a claim that this traffic was exclusively generated by it. A high share of branded queries is worth reading honestly: it means the offline reputation is doing a lot of the work, and the non-branded discovery is where the headroom still is.
Working inside an established business you did not build, on a site you did not design, with a client who has already been disappointed once — and finding the contribution that was actually worth making rather than the one that was originally discussed.
It also proves I will measure against the business objective and say so when a metric we hoped for did not move.
Have a digital project
that needs someone to own it?
Tell me what you are trying to build, fix or figure out. I reply to every enquiry, usually within two working days.