Case Study: Improving SEO for a UK Energy Assessment Firm
Client: Focus Energy 360
Industry: Energy Assessment
Location: United Kingdom
Service Provided: SEO Optimization and Lead Generation
Project Length: 6 Months
Background
Focus Energy 360, a UK-based company specializing in energy assessments, sought to improve its online visibility to reach more potential clients. With several competitors vying for the same keywords, ranking high on search engines had proven challenging. The client partnered with Pearl Lemon to increase site traffic, achieve top keyword rankings, and generate qualified leads.
Goals
- Achieve top-three keyword rankings in Google search results.
- Increase organic traffic to drive more potential leads.
- Resolve technical SEO issues to support long-term visibility and site performance.
- Improve domain authority to build the site’s credibility with search engines and users.
Initial Challenges
- High Competition: With many companies in the UK energy space targeting similar keywords, achieving high rankings required a focused SEO approach.
- Low Domain Authority: Focus Energy 360’s initial domain authority was low, affecting its ability to rank well and attract quality traffic.
- Technical SEO Issues: The website had indexing errors and sitemap issues, which impacted search engine crawlers’ ability to access and prioritize the site’s pages.
Approach
1. Keyword Strategy and Content Optimization
Pearl Lemon performed in-depth keyword research to find high-traffic, high-intent keywords specific to energy assessments. The team then:
- Focused on primary keywords that would drive business-relevant traffic (e.g., “energy assessment UK”).
- Optimized page titles, meta descriptions, and on-page content to reflect these target keywords and improve click-through rates.
- Added supporting keywords within blog content to capture additional search interest and increase rankings for related terms.
This content optimization strategy was central to driving up the site’s rankings for both primary and secondary keywords.
2. Technical SEO Improvements
- Sitemap and Indexing Fixes: Pearl Lemon audited the site to identify errors, ensuring all valuable pages were correctly indexed by Google. This allowed crawlers to discover and rank the content.
- Improving Load Times and Mobile Usability: Enhancements to page load speed and mobile responsiveness were implemented, as these factors are vital for both user experience and search rankings.
- Resolving SEO Errors: The team fixed several SEO errors, including broken links, missing tags, and other issues affecting the site’s usability and ranking potential.
Together, these steps improved Focus Energy 360’s overall site health, helping to increase its ranking potential.
3. Link-Building and Authority Building
A link-building strategy was critical to boosting domain authority. Pearl Lemon focused on acquiring backlinks from high-authority sites relevant to the energy sector. The approach involved:
- Securing guest posts and mentions from industry-related blogs and publications.
- Increasing the number of referring domains each month to build authority and trustworthiness.
By gaining links from reputable sites, the website’s domain authority grew, which directly contributed to its ranking improvement.
4. Consistent Reporting and Communication
Pearl Lemon maintained clear communication with Focus Energy 360, delivering regular updates via WhatsApp and weekly reports. This approach included:
- Weekly Reports: These covered changes in rankings, organic traffic, and technical fixes.
- Voice Note Updates: Team members shared updates in detailed voice notes to explain strategy shifts and results.
- Real-Time Adjustments: Regular communication allowed Pearl Lemon to quickly pivot strategies based on Focus Energy 360’s feedback.
This transparent reporting helped build client trust and kept Focus Energy 360 informed and involved throughout the process.
Results
- Top-Three Keyword Rankings: After six months, many of Focus Energy 360’s target keywords ranked in the top three on Google. For example, keywords such as “energy assessments UK” moved into top positions, increasing click-through rates.
- Organic Traffic Increase: Organic traffic rose steadily, with an approximate 50% increase by the end of the campaign, driven by the boost in rankings and improved site usability.
- Higher Traffic Value: The value of the organic traffic (estimated by cost-per-click if acquired through ads) increased, indicating a rise in the quality and conversion potential of the site visitors.
- Domain Authority Growth: The site’s domain authority increased by 15%, supported by the link-building campaign that secured reputable backlinks.
Key Metrics
- Top 3 Rankings: Achieved for over 25 target keywords within six months.
- Organic Traffic Growth: Increased by 50% during the campaign.
- Domain Authority: Rose by 15% due to strategic link-building efforts.
- Sitemap and Error Fixes: Resolved indexing and technical errors, allowing for smoother navigation and improved searchability.
Conclusion
By combining targeted keyword strategies, technical SEO improvements, and a steady link-building campaign, Pearl Lemon helped Focus Energy 360 achieve top search engine rankings, drive more qualified traffic, and improve site performance. Regular communication and transparent reporting also allowed the client to remain closely connected to the SEO process and results
Lessons Learned
- Technical SEO and Content Work Together: Fixing technical issues alongside keyword optimization was key to achieving higher rankings and a better user experience.
- Frequent Communication: Transparent, consistent communication helped keep the client informed and responsive to strategy changes.
- Focused Link-Building: High-quality links from trusted sources were instrumental in increasing the site’s authority and supporting ranking growth.
This case study shows how a structured SEO strategy, with detailed attention to both technical and content aspects, can produce measurable growth in competitive industries.
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