Introduction
Petpalz Malaysia is a pet affiliate publication owned by Blackstone Intelligence Sarawak. Blackstone built the brand's website to help Malaysian pet owners explore products and buying guides, then continue to the merchant through clearly disclosed affiliate links.
The project brought brand presentation, website development, content architecture, product discovery, and search setup together. A cheerful corgi mascot, cream backgrounds, orange accents, and soft blue and green details gave the site a friendly identity suited to its audience.
This is a Blackstone-owned project. The figures below document the delivered website and its launch status on 23 October 2026.
Challenges
Petpalz needed more than a small product showcase. The website had to accommodate a large collection of pet-related articles and a merchant catalogue while keeping browsing straightforward for people shopping for different animals, product types, and brands.
Affiliate publishing also required a clear boundary between advice and the transaction. Petpalz does not manufacture the products, hold stock, or process the merchant's checkout. Product images and destinations needed to match the items shown, and readers needed to understand where they would buy and who would confirm prices and availability.
The content requirements added another constraint: preserve the supplied article wording while improving layout and adding useful internal links. The site also needed direct page URLs, organised header menus, a crawlable footer directory, and relevant imagery without making every article look like an oversized product listing.
Solution
Blackstone organised delivery around four connected parts of the visitor journey.
A recognisable brand and a usable catalogue
The home page and shop were built around the Petpalz identity, with responsive layouts, original merchant product photographs, and a catalogue of 1,636 Pets Wonderland product listings with affiliate destinations. Search and filters let visitors narrow the catalogue by pet, category, and brand. The home page includes a horizontally scrollable product collection.
The catalogue connects readers to the merchant through affiliate links and explains that Petpalz may earn a commission. The design leaves current pricing, stock, delivery coverage, and checkout with the merchant rather than presenting unverified commercial details as Petpalz guarantees.
Content connected to relevant shopping journeys
Blackstone integrated 496 supplied articles into the website and retained their original wording. Each article received its own hero visual, readable spacing, and a direct URL. Product-oriented topics were organised under Products, while informational topics were placed under Insights.
The internal linking work added 711 contextual links within the main article text. Every imported article was checked for at least one incoming and one outgoing contextual link. Grouped header navigation and a scrollable footer directory provide additional routes through the content.
Relevant articles show a maximum of three merchant product recommendations, with photographs and affiliate links. This keeps shopping suggestions proportionate to the topic. For example, the outdoor dog shopping guide connects readers with walking accessories rather than a long, generic list of dog food.
A repeatable publishing and deployment setup
The completed source was placed in Blackstone's GitHub repository and connected to Vercel. The domain, petpalz.com.my, was connected through Shinjiru DNS. HTTPS was verified, and the www address redirects to the primary domain.
Canonical URLs and the XML sitemap use the primary domain. Earlier product URL formats redirect to their direct page addresses, preserving a usable path for visitors arriving through those older links.
Search Console verification and launch checks
Blackstone created a Google Search Console Domain property and verified ownership through a DNS TXT record at Shinjiru. The sitemap was submitted, and Search Console reported that it had processed successfully with 505 discovered pages.
Launch checks covered article preservation, internal destinations, catalogue links and images, page-level product limits, HTTPS, redirects, and the sitemap. Sample live pages were also compared with the built output to confirm that Vercel was serving the intended version.
Impact
Petpalz launched with a complete publishing and affiliate browsing foundation, supported by the following recorded delivery results.
| Measure | Verified result at launch |
|---|
| Published website pages | 505 |
| Supplied articles integrated | 496 |
| Affiliate product listings with merchant photographs | 1,636 |
| Contextual links within imported article content | 711 |
| Pages discovered through the submitted sitemap | 505 |
| Domain and security | Custom domain connected; HTTPS and www redirect verified |
Search Console discovery confirms that Google read the sitemap and identified its URLs. It does not establish that all 505 pages are indexed or ranking. Organic traffic, affiliate conversions, and commission revenue had not been measured for this launch case study.
The delivered result is a working, branded website where pet owners can move from an article to a small set of relevant products, or search the full catalogue directly. Blackstone also has a repository-based publishing workflow and a verified Search Console property for evaluating subsequent performance.
The project brings together Blackstone's website development and SEO services, showing how design, content structure, merchant integration, and deployment can be delivered as one connected website.
Explore the live Petpalz Malaysia website.
