250% Organic growth for Electricity Retailer
A case study on how SEO focused content strategy and digital PR can grow market share.
Client's background
Their goals
- Increase Website Traffic: Attract more of the right audience to their website, focusing on potential customers actively seeking electricity services.
- Generate Leads: Improve the website’s ability to convert visitors into qualified leads.
- Gain Brand Recognition: Establish themselves as a recognized player in the electricity retailer industry.
- Gain Market Share: Capture a significant portion of the market, positioning themselves among the top electricity retailers.
- Gain Share-of-Voice: Increase their presence and influence within the industry, particularly in online search results.
Our objectives
- Enhance Search Visibility: Develop and implement an SEO strategy that would elevate the client’s website in search engine rankings, particularly for non-branded keywords where competitors were dominant.
- Boost Lead Generation: Optimize the website to increase the number of leads generated from organic search traffic.
- Support Brand Recognition: Use content and SEO strategies to increase the client’s visibility and recognition in the market.
The problem
The client’s website and blog were struggling to gain traction in a market dominated by well-known competitors whose brand searches significantly outpaced product or service-related keyword searches.
This indicated a strong industry presence by competitors and highlighted the challenge of breaking through the noise.
Additionally, the website had various technical SEO issues that further hindered its ability to rank well in search results.
The challenge
The primary challenges were:
- Overcoming Competitor Dominance: Competing against well-established brands with high search volume for their branded keywords.
- Content Alignment with Customer Journey: Developing a content strategy that aligned with the target market’s buying journey, ensuring the content was effective at driving conversions.
- Collaborating Across Departments: Working with a large team from various departments, ensuring that all content adhered to brand guidelines while still being optimized for SEO.
The solution
To address these challenges, we implemented a comprehensive SEO strategy tailored to the client’s specific needs. Our approach included:
SEO Audit and Technical Improvements: We conducted a thorough SEO audit to identify technical issues that needed to be fixed. This included optimizing the website’s structure, improving page load speeds, and ensuring proper indexing by search engines.
Keyword Research and On-Page SEO Strategy: We performed detailed keyword research to identify opportunities where the client could compete, focusing on non-branded, service-related keywords. On-page SEO optimizations were applied to key pages, enhancing their ability to rank for these targeted keywords.
Content Strategy Aligned with Customer Journey: We developed a content strategy based on a deep understanding of the client’s customer profiles and buying journey. The content was carefully crafted to align with the various stages of the funnel, which helped drive conversions. This strategy was crucial in attracting and retaining the target audience, from families to businesses looking for renewable energy options.
Digital PR and Link Building: Our digital PR efforts and extensive manual outreach led to securing over 30 high-quality backlinks from reputable websites with real audiences. Notable placements included links on Vulcanpost, Renotalk, and Expat Choice. These efforts were focused on acquiring links from sites that the client’s target audience frequented, enhancing both domain authority and relevance.
Cross-Department Collaboration: We ensured that all content passed brand guidelines while remaining optimized for SEO. This approach ensured consistency and alignment across all marketing efforts.
The results
- Search Traffic Growth: The client experienced over 250% growth in search traffic to key ‘money’ pages, dramatically increasing their online visibility and reach.
- Keyword Rankings: More than 40% of the client’s primary keywords achieved top 3 rankings on Google, positioning them prominently in search results.
- Lead Generation: The increased visibility and targeted content strategy led to an increase in the number of qualified leads generated through the website.
- Market Share Growth: The client’s enhanced online presence and improved SEO performance contributed to them becoming the 4th largest electricity retailer in the country.
What did we achieve?
TL;DR
