Why Pet Groomers Are Still Relying on Rover (And How to Stop)

The Pet Grooming Business Model Problem

Let's be honest about what's happening:

• You get most clients from Rover or Wag
• You pay 15-20% per booking
• Client books through the app = they're Rover's customer, not yours
• Slow week? You drop your prices to get bookings
• Busy week? Rover still takes their cut

This isn't a business. This is a job with extra steps.

Meanwhile, the groomer down the street is booked 3 weeks out. No Rover. No Wag. Just a Google Business Profile that ranks #1 when people search "dog grooming near me."

The Math on Rover Dependency

Let's say you're doing 20 grooms per week at $65 average:

• Weekly revenue: $1,300
• Rover takes 15% = $195/week
• That's $780/month going to a platform you don't control

What if you redirected that $780 into SEO that brings you direct clients? Clients who book through your phone or website. Clients who become regulars because they found YOU, not a marketplace.

What Actually Works for Pet Grooming SEO

1. Google Business Profile is Your Best Friend

This is where 90% of your clients will find you. If your GBP isn't optimized, you're invisible.

What to do right now:

• Add every service category: dog grooming, cat grooming, pet grooming, mobile pet grooming
• Post before/after photos every week (Google LOVES this content)
• Turn on messaging so people can text you directly from Google
• Set up service areas if you're mobile (target 5-10 neighborhoods)

2. Get Reviews from EVERY Happy Client

Pet owners don't trust groomers with 12 reviews. They need to see 50+ reviews with real photos of dogs and cats.

Review generation system:

• After every groom, text client: "Here's Buddy's photo! Mind leaving us a quick review?" + link
• Use a tool like Podium or Birdeye to automate this (costs $50-100/mo, worth it)
• Reply to every review - Google ranks businesses that engage

Get to 50 reviews in 3 months. Your bookings will double.

3. Stop Paying for Leads, Start Ranking for Free

Every time someone Googles "dog grooming [your city]" you should be in the top 3. That's free traffic. No Rover fee. No lead cost.

How to rank:

• Create a simple website with your services and pricing
• Add pages for each service: dog grooming, cat grooming, mobile grooming, puppy's first groom
• Include your city and neighborhoods on every page
• Link your GBP to your website

You don't need a fancy site. You need one that loads fast and clearly says what you do and where you do it.

Mobile Grooming? Even More Reason to Do SEO

If you're mobile, you're serving 5-15 neighborhoods. Each one is a chance to rank.

Service area SEO strategy:

• List every neighborhood you serve on your website
• Create a "Mobile Pet Grooming in [Neighborhood]" page for your top 3 areas
• Update your GBP service area to include all neighborhoods
• Post photos: "Just groomed this goldendoodle in [Neighborhood]!"

Mobile groomers who do this get calls from people who specifically searched for grooming in their area. These are high-intent clients who book same-week.

The Booking System That Converts

You rank #1 on Google. Great. Now what? If your booking system sucks, you'll lose them.

What works:

• Click-to-call button that works on mobile (90% of searches happen on phones)
• Online booking through Square, Schedulicity, or Vagaro
• Show your pricing clearly - people hate "call for pricing"
• Package deals: Basic Groom ($55), Full Groom + Nails ($75), Spa Package ($95)

Make it dead simple to book. The easier it is, the more you convert.

What You'll See in 90 Days

If you do this right, here's the timeline:

Month 1: GBP optimized, started posting weekly, got 10-15 new reviews

Month 2: Ranking #3-5 for "dog grooming [city]", getting 5-10 calls per week from Google

Month 3: Ranking #1-2, booked 2-3 weeks out, cutting back on Rover because you don't need it anymore

By month 6? You're that groomer who's always booked. Clients wait for you. You raise your prices. Rover becomes a backup for slow weeks, not your main income source.

The Bottom Line

Rover and Wag are great for getting started. But if you've been grooming for more than a year and you're still paying 15-20% per booking, you're leaving money on the table.

Build your own client base. Rank on Google. Fill your calendar with direct bookings. Keep 100% of your revenue.

Or keep paying Rover. Your call.