Why is this site not ranking?

[Atomicx]

http://www.petstoreunlimited.com

They get good grades from the on-page tool. The links are not amazing, but are not super spammy.

Yet it ranks for nothing they target

Any reason why?

[BrightHealth]

They do rank for a handful of keywords, like:

1. affordable pet supply
2. best wireless dog fence
3. petsafe replacement collar strap

Without a solid link profile, unique trait/quality at the brand level it's going to be difficult to compete with the bigger names in the vertical. Short-tail rankings won't come easy, long-tails won't come without the link profile or extreme targeting.

[Atomicx]

I find it interesting still, that they do not even remotely rank for some of this. Several of these keywords are not that competitive and they do not show up anywhere in the top 5-10 pages.

They have been doing some better link building lately in terms of guest blogging but still getting nothing that they actually target

[mihaiaperghis]

A major on-page problem for this website, check out these two URLs:

http://www.petstoreunlimited.com/tri-tronics-g3-g2-exp-collar-receiver-strap-5621150-blue/

http://www.petstoreunlimited.com/tri-tronics-g3-g2-exp-collar-receiver-strap-5621140-red/

According to the Copyscape Compare tool, they're 98% similar, so Google will certainly see them as duplicate content. Even worse, there are two more like it, for the yellow and green versions.

This problem is present with other product options, like pack quantity:

http://www.petstoreunlimited.com/2-pk-invisible-fence-battery-replacement-r21-r22-r51/

http://www.petstoreunlimited.com/4-pk-invisible-fence-battery-replacement-r21-r22-r51/

http://www.petstoreunlimited.com/6-pk-invisible-fence-battery-replacement-r21-r22-r51/

http://www.petstoreunlimited.com/10-pk-invisible-fence-battery-replacement-r21-r22-r51/

You've got two solutions:

• use a single rel=canonical for the pages that contain the same product so that they all point to a single version of this product (easier)
• use a single page for the product and allow users to see colors/size/etc. on the page either via a "Colors"/"Pack size" radio panel or dropdown, with optional JavaScript to change the photos if needed (more complicated).

Hope this helps, good luck!