Adding unique written material is one one of the most effective ways to help your rankings in Google. I think Success Stories are easier to write for SEO, but it could be articles or FAQ’s whatever you want to put on as long as it is unique to the web (it could be copied from a book…). As long as it isn’t online already, it will help. Be sure it is on topic, mentions WHAT YOU DO AND WHERE!
Backlinks from other related websites are also very important. I do as much as I can (using other clients sites when possible and using sites I have specifically for that purpose). If you can get anyone to link to your site it will help. Dog related sites or sites in your area would help more…