Cover Story: Top Dog

"User-generated content really helps us get at the top of search engines," Lazarchic says. "It's updated regularly and written by real consumers — two things that help get you placed high on Google."

PETCO also leverages UGC through its "Answer Den," a Q&A section on its site where members of the PETCO.com community can ask questions and share answers. Another plus: Visitors to the Answer Den purchase at a 72 percent higher conversion rate than visitors who don't use it, according to Lazarchic.