I was wondering if it is possible to rank a site for a keyword that is not 100% related to a site. For instance, you have a site that is a local directory for pet sitting services. You find that the name of a local pet shop who advertises alot gets a good amount of search traffic in google. How difficult would it be to get the site about local pet sitting services to rank for the name of the local pet shop? What kind of SEO would be needed to do this? Would writing articles on the pet sitting service site like, "The Top 10 Pet Shops in XYZ City", or a review of the local pet shop help. Even if the traffic converts at a lower rate, I think that it would be a selling point to use when trying to sell advertising to pet sitting services.