Are you feeding your pet raw food or dry? Grain free? A rotational diet with novel proteins? The secret to keeping your pet happy and healthy starts with food, and there’s no better expert in the Kansas City metro area than Debra Manfield, owner of Four Paws Pantry & Spa. In today’s marketing tip, we’re continuing our marketing tips on AI’s impact on Search Engine Optimization with strategies you can use to optimize your site content for Conversational AI.
TRANSCRIPT:
Welcome to the Small Business Miracles
podcast. I’m Jeff Randolph. This small business
podcast is brought to you by EAG Advertising
and Marketing. We’re going to talk about marketing.
We’re also here to celebrate entrepreneurs. We
have marketing news and advice that business
owners can use to keep moving forward. Today,
we’re talking to our good friend, Debra Manfield,
the owner of Four Paws Pantry and Spa. But first,
we have another marketing tip to talk about.
As we continue our marketing tips on AI’s impact
on search engine optimization, we should give
some strategies on how to optimize for conversational
AI. And let’s back up a second, because what
we’re talking about is how AI search may start
to decrease some of your organic traffic. to
your website. Now, organic traffic, remember,
is when somebody goes to Google and they type
in a thing that either you do as a company or
your business name, and they show up on your
website from there. So if someone is looking
for you by that thing you do, they show up on
your website. That is just an organic search.
Well, with AI basically giving someone that answer,
there’s not really a reason for them to go to
the website anymore. They may just stop altogether
and say, oh, thanks for that answer and leave.
So you’re not really getting that visit anymore.
If we want to capture some of that AI attention
and some of that AI search so that we’re at least
being sourced for that and that we can ultimately
show up in some of the suggestions that AI gives
as the answer, well, we need to start doing some
conversational AI. We need to make sure our content
is giving good conversational AI to that search
engine. In our website content, the first thing
we need to do is use natural language that matches
how your user is going to ask that question.
We’re writing using conversational phrasing that
an AI model can look at and easily interpret
and then give that credit to you as the website
with the answer. Next. we should write content
in in -depth answers that AI can summarize easily.
Structure your content with clear sections, bullet
points, and concise explanations. AI is looking
for a clear match to the question it just received
from that user. And then, a very concise and
trusted answer on your website. Finally, Structure
your content with FAQs so it’s easier for AI
to pull key takeaways. As an example, you can
add a dedicated FAQ section at the end of the
article to increase the likelihood of being cited
in AI search results. When it comes down to it,
it’s still about putting great content on your
website. Keep building, keep building a great
resource, but optimize that content so it’s clear
for AI to consume. And that is our marketing
tip for today. Thank you. All right, we’ve made
it to our featured interview section of the podcast,
and I am joined by Debra Manfield. She’s the
owner of Four Paws Pantry and Spa. Debra, welcome
to the show. Well, thank you, Jeff. I’m so happy
to be here. We’re happy to have you, because
literally the amount of knowledge for pet things
that you have in your head, you’ve forgotten
more about dog and cat nutrition than any human
will ever know. So this is a treat to have you
here. Thank you. Let’s talk. Talk about Four
Paws Pantry and Spa. First, let’s get a sense
of what the business is and the kinds of services
and products that you provide. And then we’ll
get into the origin story after that. So our
store is all about dogs and cats. And to that
end, our main objective is getting people the
knowledge. so that they can feed their pets the
best nutrition that they can provide. And what
we do is provide the knowledge and the products
for them to make those choices. We also have
fun things to buy, toys. We have collars, leashes,
bedding, all of that as well. But our main goal
is the nutritional aspect of your dog or cat’s
diet. On the other side of things, we also offer
services that keep your pet looking its best.
Oh. And feeling its best. I mean, it feels like
a softball if I say, oh, tell me about those
services. What kind of services do you provide?
Those range from a full -on grooming, which includes
a haircut or a body cut. All the way down to
self -serve bathing, where you bring your pooch,
nothing else, and we provide everything that
you’ll need. Oh, like shampoo and – Everything.
All of those things. Aprons, towels, shampoos,
dryers. grooming tools all of that everything
that you need ear wipes eye wipes butt wipes
everything i can i can assure you that i i would
have on on day one i would have walked in and
forgotten an apron and a towel and i’m glad you
provide all of everything just you and your pet
so so the the walk -in services appointment.
Walk in. Just walk in. No, just show up with
a dog. Just show up. And we have enough space
in our facility that we can generally accommodate
you in a relatively short time. It doesn’t mean
to say there aren’t going to be occasional waits.
Right. But we do the walk -in with both nail
trims and the bath. Oh, outstanding. So we just
ask that you come during the hours that we’re
open. Well, that’s… I don’t think that’s too
much to ask. We can’t accommodate you if you
try to walk in at, say, in the evening or,
you know, in the morning. Got it. Check your
local listing. That will be helpful. And so,
yeah, it’s just walk in, and then we provide
you the tools. For your bath and even how to
give the bath if it’s your first time. Oh, nice.
And certainly we can provide a nail trim to you
at extra cost before or after your bath. Man,
and the nail trim. I can tell you that’s from
experience that it’s sometimes handy to have
someone who knows what they’re doing. It is.
And to have a walk -in service like that, you
know, because you just never know when you decide
or have the time and you’re like, oh, I got to
get my dog’s nails trimmed. You don’t have to
make a vet appointment. Right. You don’t have
to make an appointment at all. You just come
in during our hours and we’ll have someone there
to take care of you. It’s a great resource. Yeah.
Tell me – so let’s do get into the origin story
because this – Sure. Where did this come from?
Because you’ve been there for a very long time,
right? Yeah. So, well – Probably it started when
I left my other career of plus years. It was
very industrial, engineering focused, that type
of thing. I wanted to do something fun. And I
had always worked with training dogs, my dogs
personally, and even other people’s dogs at a
low level of training. You know, sit, come, stay,
all that. But I decided I wanted to learn a little
bit more about dog behavior. So I became more
of a dog behavioral therapist. I don’t have a
doctorate. It’s nothing like that. But I learned
from people who worked with behavior, specifically
dog behavior. So I worked through that program,
and then I started that business. And along the
way, I met someone who had a local store who
worked. From a nutritional aspect, they found
that the offerings for dog and cat nutrition
were very limited. So they opened up what’s called
a natural pet food store. And as I was going
through my… work as a trainer, there is a huge
connection between behavior and nutrition levels.
So a lack of good quality nutrition can cause
behavioral issues like resource guarding or aggression.
Right, right, right. That’s like being territorial
about your food. Exactly, resource guarding.
And so at some point, this individual wanted
to know, or I asked them if they could use some
support in their business. And they said, yes.
So we did partner up. And that was back in
And I became a trainer in So that evolved.
And probably about eight years later, we decided
to just kind of go our separate ways. So I kept
one of the stores, and they kept the other. And
I changed the name. And then I moved forward
with that store. been there operational since
Wow. Okay. And so since you’re a
staple in the community. Yes. And how do you
describe for people where in Olathe you are?
So we’re just in Olathe off th. So we’re just
when you cross that line. Oh, okay. So th
and Greenwood is because Olathe and Overland
Park are separated by Flum. Right, right. Spell
that one. And so we’re just west of Flum. Okay.
So that’s how I describe it off th. I also
mentioned Mi Ranchito Restaurant, which, of course,
a lot of people are familiar with. There’s a
landmark, and it involves a margarita and some
chips. Exactly. That’s how I know where I’m from.
Exactly. So, yeah. And so let’s – Let’s dive
into the local aspect of it because you’re a
part of that community. You’ve been a part of
that community since the early s. Today,
we have the big box worlds of Amazon and Chewy
and some of those giant kind of competitors,
but you are that local community kind of flair.
Tell me about being part of that community and
kind of what that means. Well, you know, when
you’re in the suburbs and you’re in what they
call, you know, shopping, not really shopping
centers, although ours is a small one to scale,
you know, you’re actually more of a destination
place than you are a walk -by place as you’re
shopping. So the same holds true with your…
connection. It’s a great connection when they
get to come in and talk to us about their pets
and their pets’ needs. And I would say most of
our business is local. We do have some people
who come from further places in the greater Kansas
City area. So I like to think that we’re their
source for everything they need for their dog
or cat. And also to that end, we support rescues
and shelters, and specifically ones in the surrounding
areas. Whether we sponsor some of their events
or donate or both, or it could be as simple as
giving our branded bags at no charge to a rescue
who uses them for adoption packets, offering
coupons for new pet owners to use in our store.
A very big offer so that it brings them in so
they can see what good nutrition looks like.
Yeah. And that’s where the coupon is geared towards
is the nutritional aspect. You’ve just adopted
and or rescued an animal. Let’s make sure that
you give it the best life that you possibly can.
Exactly. And here’s some. really inexpensive
way to try some of the better products out there
when it comes to food. So, yeah. That’s it’s
delightful. There are a lot of questions about
pet nutrition that come up and and the you know,
you’ve you started getting into it super early.
But the the way that that that market has developed
raw food or dry food, dehydrated, grain free
or not grain free. Am I doing a rotational diet?
Is there a novel protein? Oh, there’s a lot of
different words that you used a lot of good words.
You know, I can I can throw an essay. keyword
in there every once in a while if i need to um
how do you where do you start with somebody how
do you start a conversation with someone when
they when they bring them bring in a pet because
you know local being part of that local community
you also recognize the dogs that come in you
know them by name oftentimes how do you start
that conversation well you try to start it at
a very simple level because it can get really
overwhelming I think one thing that we try to
do, and I try to have my staff do, is to kind
of break it down to a basic need. So the first
question, you know, if someone comes in and says,
hey, I need some help with my pet’s nutrition,
that opens a door for us. And we start asking
them the basics. Tell us a little bit about your
dog or cat, the age, breed. any medical issues.
So we kind of start from there and get them talking
about their pet. And from that point on, we talk
about what we can offer in different foods based
on what they can. afford to feed and be consistent
with it. Because that’s our goal is to make sure
that whatever we might switch them to, they can
carry on with that. And it doesn’t become a burden.
Yeah, not a one -time experiment. And so whether
it’s kibble or raw or freeze -dried or lightly
cooked and all the other things that are being
offered now, it really depends upon those answers
that we get back. And then we go from there.
Certainly, we would prefer that everyone feed
a less processed diet, but it doesn’t have to
be % if they can afford at least % to
be made up of whole real food. That is still
a huge health benefit. Very similar to the way
that humans could be fed. That over -processed,
we know that’s not good for us. Every meal of
every day of our life. That would be a bad choice.
So you need to make some good choices as well.
And what people say to me sometimes is, well,
my dog’s fine. My dog’s healthy now. And I said,
yes, probably. And could be for several more
years. But what happens is the effect accumulates.
And at some point, then you’re going to have
an issue. And you’re never going to know what
the catalyst was. But that had been building
all along. And an issue might be like itchy skin.
Yeah, bad skin is a huge issue. Developing things
like kidney disease, developing things like diabetes,
having problems with their digestion. Totally,
or having poorly formed or bad stool, having
a lot of gas. I mean, there’s a lot of things
that start creeping in. Mobility even has to
do with what you’ve been feeding. Yeah, yeah.
So they’ll come. It may not be just right yet,
but it’s going to happen. And then the healthier
or the more natural diet you’re able to feed,
vets you’re going to visit i the apple a day
kind of of quote there yeah yeah i noticed when
we started this conversation you’re talking about
how do i get into the the this this discussion
with a pet owner you started out with age and
breed and right away that let me know that um
one it changes over time And two, the level of
knowledge you have to have to understand all
of the different kinds of potential problems
that happen per breed is insane to me. Like that
is a level of wisdom that you can bring to the
equation that kind of blows my mind. It’s kind
of cumulative. It’s learned over time. Obviously,
you couldn’t study that. Right. But you know
that bull terriers, especially white ones, they’re
going to all have skin issues. It’s genetic,
right? So what you want to do is feed based on
that aspect of their breed. Not all breeds are
going to have the same issues, but the likelihood
is there. It’s just like the incidence of cancer
in… golden retrievers and other other dogs
you want to feed them from the onset like they’re
going to develop cancer and you want to feed
them a diet that does not promote it in the body
so things like that are things that you’ve learned
over time um so um yeah and i’m still learning
Well, I’d say you’re doing pretty well. There’s
a lot of accumulated wisdom there that you’re
bringing to the community. Let me, if I can,
let me move us into the lightning round. Are
you ready for a lightning round question? The
rules of the lightning round are there are no
rules. You have no way to know what I could possibly
ask. But the idea is that we get to know you
a little better. I’m going to start the lightning
round with this question. And it’s kind of that
minutes of fame and fad. Because there are
pet products that come and go all the time. And
is there a pet product or some kind of pet -related
thing that has had its minutes of fame and
you are ready for it to just go away now? Rubber
booties. Oh, like for a dog to wear outside in
the snow or cold? The ones that look like balloons.
They’re still out there. And I shake my head.
I was one person who did bring them into the
store. Right, right. And for a while, they were
okay. And they were all this sensation. And then
it was time for them to go away. And they’ve
had a resurgence. And I don’t know why. It’s
the retro look. The dog remembered how it looked.
Of all the things, that’s what sticks in my mind
are the balloon -looking rubber booties. It’s
time for that one to go. Next question. Firework
season’s nearly here. What advice do you have
for pet owners? Oh, goodness. To get some calming.
treats if they need them, and to know your dog.
So make sure they can’t escape, whether it’s
your yard or your home. Oh, gotcha. Okay. So
physical security first. Physical security, and
then look to their mental health. So getting
something to keep them calmer and feeding that
to them prior to the activity. Because the th
of July goes on. It’s not just necessarily. It’s
a week -long event. So just know and find something
that your dog responds well to. And then offering
them a place to go, whether it’s a closet or
a bathtub or a room. Make sure that that is available
to them. And that’s okay. It’s not like we should
stop them from, hey, relax, it’s okay. No, just
let them go. Do whatever you can to get them
into a better state of mind. Or just a way for
them to wait it out. To wait it out. All right.
Good, good advice for the fourth. This next one
is so weird, but it means so much. They say that
people look like their pets. How true do you
think that is? It is. I would say percentage
-wise, you’re looking at maybe. % plus. Wow,
there’s a correlation there. And I see it every
day. I mean, I do. I just kind of look at the
dog and look at the owner and I go, yep. Yep,
that one checks out. I just go, yep, yeah. Whether
it’s a Cocker Spaniel lover or a Bull Terrier
lover or Great Dane, I just see it. This has
been like eight years ago now, but you were first
giving me a tour of the store about eight years
ago. And when we’re walking through, we walk
through the back area and say like, hey, here
are the ovens where we bake some treats for the
dogs on their birthday and then kind of keep
moving along. Here’s the back office area. And
that. topic was being kind of thrown around as
we were walking through. And from the back of
the line, I said, I own an English Bulldog. And
you stopped, turned around, looked at me, and
went, yeah, I can see that. And I went, is it?
I don’t have an underbite. Is it my jowls? Am
I just dense? It’s one of those things. It was
one of those things. It was the face. That’s
it. I mean, it is. It’s generally going to be
the face. That I, you know, and that I can tell
either the eyes, either you have maybe cocker
spaniel eyes or maybe with the bulldog, you have
that cheeky face. That’s it. I definitely have
a cheeky face. I have a cheeky face. I don’t
know if that’s because we seek out pets that
look like us or those pets find us. No, I believe
that is the first. We’re looking to be. We are
drawn to. I believe pets that look like us. Fascinating.
It’s a fascinating concept. I’ll get a true or
false question for you. True or false, you were
a chief’s cheerleader. True. That is… Okay.
I was a chiefette. Well… Which is a chief dancer.
We danced. We didn’t cheer. So there is a difference.
So there’s the cheerleaders who cheer after every
touchdown, after, you know, yada, yada. The Chiefettes
was a dance company that performed during halftime
for the chief’s organization. Outstanding. How
many careers have you had at this point? Yeah,
that was unpaid. That was a voluntary career.
Hey, I volunteered as a tour guide at a brewery.
I understand these things. We do things because
we love them. It cost my mom and dad more than
I got paid. I mean, they had to pay for transportation,
costumes. The chief’s organization was not very…
how shall I say, forthcoming with, yeah. You
performed a valuable service, but did it as a
volunteer. Here’s my last question on the lightning
round. And it’s about all of the new and exciting
things that you get to see in pet products. You’ve
gone to a lot of the pet product trade shows
where we get to see all of the new products.
You get to stare at new product. information
that comes across and you’re trying to figure
out what is that next thing that comes in. Is
there a new product or product category that
you’re starting to see that we should all get
kind of excited about? And you’re seeing some
interesting developments in this area or that?
Well, I’d like to say it’s in the supplement
area because The dogs and cats do suffer from
mobility issues, a lot of them, as they grow
older. And I’m seeing some supplements come out
that address it a little more fully, whether
it’s the introduction of collagen into a normal
joint product or if it’s a product that helps
to retain and build muscle mass. Oh, okay. Because,
again, as they age, they start losing muscle
mass and that leads to some mobility issues as
well. So I’m starting to see the introduction
of certain super supplements, as I will call
them, coming into the dog sphere that have some
clinical research on them. So that makes me happy
because that… that extends their life. You
know, if you have a dog that loses mobility,
then that’s difficult. Yeah, difficult to come
back from that. That’s right. So I’m kind of
excited. I mean, that’s not the fun stuff. There’s
a lot of fun stuff coming up. But that’s something
I think speaks to the core of why I’m in this
business. And that is to keep your pets healthy
and with you as long as possible. and that bond.
I’m glad you chose that one instead of the fun
treats, though, because I do think it reinforces
all of that, all of what you bring to the community
when somebody walks in. It’s definitely on par
with that. Now, I’ve been to a pet supply trade
show before where you could, with all of the
new cat scratchers, all the cardboard toys, you
could build an entire Old West town out of all
of that for the cat to play in. Oh, yes. This
is a different world. I’m going to take you out
of the lightning round. That was tremendous.
You survived the lightning round. I survived
it. Nothing to it. Hey, if people want to go
to and visit at the store, which they absolutely
should, or find you online and pick up some of
the wisdom that’s on the website and the blog
area, where do they go? Website, fourpawspantry
.com. Of course, www in front of it. Well, sure.
We’d love to see you in person and bring your
pet. That’s totally welcome. Yeah, and again,
right by me, Ranchito, th and Greenwood, just
across the parking lot. Plan for a martyr going
in or coming out. Yes, because they do have a
patio, and I think you can, I don’t know if they
allow your pet or not on the patio. Spin does,
and Spin’s also there. They do allow pets on
the patio. So you can do that. And we also offer
shop online. We do delivery in about a -mile
area around us. Or, you know, carry out to your
car. We also offer that. And don’t forget the
walk -in services. All of those things are great.
Deborah Manfield, owner of Four Paws Pantry and
Spa in Olathe, at the number four, pawspantry
.com, if you’re into that kind of thing. Thanks
for being with us today. Thank you, Jeff. It
was a pleasure. And that is our show. Thanks
to Deborah Manfield at Four Paws Pantry and Spa.
And thank you for listening to the Small Business
Miracles podcast. Remember to subscribe, leave
us a five -star rating and review. Drop us a
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