Driving organic search performance through technical SEO and user focused content.
Established in 2009 by James Longley, Utility Bidder’s service aims to find the best utility tariffs for businesses. Initially known as Business Energy Consultants, the business has gone from strength to strength, and their focus on providing unrivalled customer service and determination to offer above-and-beyond value to clients and suppliers has led to them becoming a leading brand in their vertical.
Utility Bidder wanted to improve their visibility online and, consequently, the number of conversions from organic search. The objectives set were as follows:
We knew that the best way to gain the increase in traffic and visibility would be to implement a full user focused content (UFC) strategy. UFC is a type of content creation that centres the user and works in a similar way to FAQs.
Our team looked at a range of keywords as well as gaps in the industry, and produced content that would fill these gaps. The content which ranked for the selected queries, and with which our content would compete, was of fairly low quality and we knew that if we could get Utility Bidder to rank in these positions it would build trust and brand authority, while also aiding organic visibility.
We created a bespoke ‘content hub’ for Utility Bidder, including a number of standard posts as well as several long-form (1000-2000 word) pieces of content. The idea was to make them as much of an authority as possible in the energy industry, particularly pushing business energy.
Content such as this piece on restaurant power use performed particularly well and secured the rich result for the target query.
In terms of the technical SEO conducted, we started as we always do, with a full tech audit. This allowed us to see the starting point of the Utility Bidder website and determine the areas for improvement and optimisation.
We assessed the hierarchy of of all website content and looked at where it fell on the site. This allowed us to assess the navigation and make sure that the site was more user friendly. We moved informational content to the blog and redirected existing URLs. As mentioned earlier we set up content hubs and inserted these below the most profitable landing pages. This structure makes it easier not only for search engines to find the relevant information but also for ongoing maintenance/optimisation.
We added redirects to the site so that, when products sit under multiple categories, we can avoid canonicalisation issues.
When we completed the audit, we also noticed a large number of missing H1 tags and missing alt attributes on images. Correcting this is not only best practice but essential for SEO performance.
We considered a range of different approaches to this campaign and our workflow on behalf of Utility Bidder delivered some of the best results we have seen. We not only created a bespoke content hub – but the technical changes we implemented ensured some excellent results.
The strategy provided some excellent results for the brand, including: