Part of my income stream comes from pet photography. I am sure I could make much more shooting weddings but I am not fond of Bridezillas. I get along much better with animals.
When photographing dogs, owners want a picture of their pet that looks alert and responsive. When you put most dogs in a studio or in front of a camera; they become a bit nervous and look a bit un-natural. It takes a bit of time working with them but most will eventually calm and be more natural in front of the camera.
Most owners believe the best way is for the owner to call or make faces to the dog. Yes, you may get some good looks but the dog will seldom be looking in the direction you desire. You, the photographer need to be the one attracting the dogs attention. Usually, it is best to have the owner go into the next room or take a short hike so you can be alone with the dog.
One technique to get an alert look is with stuffed toys. You can toss the toy up and photograph the dog as he watches the toy in the air. It is usually best to toss the toy a bit behind yourself; if you toss it forward the dog will usually jump after the toy.
I use a variety of noisemakers to get that look. I find I need a variety because after they have heard the sound of one noisemaker they are not as surprised the next time they hear it.
What are noisemakers? Some are really simple; like a potato chip bag hidden behind your back; crumple the bag and watch for the look. I like to purchase animal calls from the hunting store; like duck whistles, hog calls, etc. I also like to go to party stores and buy the birthday noisemakers. All of these are excellent to get that surprised alert look.
Best of luck with your bundle of fur.