Using SEO to improve user experience and drive traffic to energy provider

Energy Saving Trust is a British organization devoted to promoting energy efficiency.

Energy Saving Trust (EST) promotes energy conservation as well as sustainable use of energy thereby reducing carbon dioxide emissions and helping to prevent man-made climate change.

Energy Saving Trust approached Jellyfish as they wanted to increase traffic to their site and provide a better experience once they were there.

The objectives

Jellyfish worked with the Energy Saving Trust to fully understand their website and build an SEO strategy to improve user experience and drive traffic to their website. 

The client set the following objectives at the beginning of the project:

  • Create a seamless and streamlined user experience across the website, with clear navigation and CTAs throughout
  • Build a business hub on the Energy Saving Trust website to enable companies to list their products and receive varying degrees of Energy Saving Trust endorsements 
photo of Energy Saving Trust website

The solution

We first undertook a technical audit to understand how the site was built, providing recommendations regarding the technical onsite web elements and configuration of the site.

This fed into our next phase of research to review the key phrases and discover a full array of keywords that are being used across the digital landscape and are relevant to Energy Savings Trust. We correlated the search queries across the domestic, business and organization categories, which segmented the Energy Saving Trust website and represented the target audiences throughout each segmentation.

While reviewing the key-phrase research, we also wanted to identify how users were behaving through a social landscape analysis. We identified relevant keywords we wanted to monitor, which gave us recommendations on persona development, suggestions for content development, blog ideas, and which top forum sites Energy Saving Trust should be targeting to place their content on, which would drive traffic to their website.

With all this information, research and recommendations to hand we worked with Energy Saving Trust to identify their objectives for their site and where they see this developing across 2016.

photo of Energy Saving Trust website
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