Ecommerce SEO
Renewables SEO For Local Market
Summary
- Client: H2Eco
- Sector: Renewables
- Service: Local SEO, CRO
- Location: Dorset
- Headline results: Page-one rankings for high-intent local renewable searches, with organic driving 45% of total leads.
Who are H2ecO?
H2Eco are part of the 21 Degrees group of renewable energy suppliers and installers with 15 years’ experience of providing renewable technology installations across the South West.
Their main products were solar panels, heat pumps, solar thermals and battery storage. As with many renewables installers, they had a very local focus – their area was Dorset and the South West.
What was the challenge?
H2ecO had strong Google reviews and generated leads through word of mouth and PPC, but this left the business dependent on channels that were either difficult to scale or costly to maintain.
With renewable installation leads often taking several months to convert, they needed a more consistent source of high-intent local enquiries.
And while they were well respected – known for their reliability and the friendliness of their installers and sales team – organic search was not contributing as strongly as it should have because of low local visibility.
They also lacked reliable tracking, which made it difficult to attribute enquiries accurately across organic and paid channels.
Our tactics
We took a three-pronged approach:
- Increase online visibility: We wanted to make sure they were being found and listed for key local terms in local packs and search listings.
- Boost conversions: Not only did we aim to drive traffic to their site, but we also wanted to make sure it converted.
- Technical improvements: We made the website work as it should including improving imagery and adding tracking.
Increasing visibility through a local focus
We wanted to work with what they had in terms of a website plus expand it to develop high intent pages that met specific search queries.
We optimised their core service offering pages to make sure they targeted a range of key local search terms. Not just around Dorset but surrounding towns, cities and the wider South West area they operated in.
We found several orphan pages for services H2ecO still offered. These pages were live but had no internal links, making them difficult for users and search engines to find. We reintroduced them into the site structure and navigation so they had a clearer role within the website hierarchy.
To target specific areas they operated in, we created unique local service pages based on the types of services they offered in each area and the unique challenges of installing renewable in each area.
Boosting off-page visibility
On top of all this, we worked on their off-page strategy which included:
- Adding links in key industry and local directories: These helped locals to find their services easier while also strengthening the local relevance signals around their services, locations and business information.
- Optimised their GMB listings: We made sure their Google My Business listing was up to date, reflected their current service offering, and targeted local searches.
Creating pages that convert
As well as optimising their service pages and home page, we also redesigned them to help users convert better through clear trust signals, a smoother path to conversions and content that engaged their core audiences.
- Highlight their USPs: H2Eco had a lot going for it, from great reviews, industry leading credentials and more experience than many in a sector where many companies are fly by night. Yet these trust signals weren’t clear on their site. We adding this content high up on key pages and highlighted their experience through the copy.
- Friction-free conversion: The first thing we noticed is that it wasn’t clear what a conversion looked like. We added links to booking a consultation or getting a free quote above the fold.
- Copy that engages: On top of this, we addressed the language to be more user pain point focused, instead of being product led. We moved copy from explaining what the product was to how the product could help you. We also structure it so users could find the content they needed fast, instead of having to go through a wall of copy.
Results
Within the first six months, we saw significant improvements in rankings, traffic and leads.
- Organic accounted for 45% of total leads
- Visibility rose 44%
- Sessions increased 32% YoY
- Organic users rose 20% YoY
- Engaged sessions increased 117% YoY
- Engagement rate increased 63% YoY
- Events increased 110% YoY
- Technical site issues reduced by 14%
- Domain Rating rose from 20 to 23
- Referring domains increased from 73 to 88
What we achieved
INCREASE IN VISIBILITY
INCREASE IN SESSIONS
INCREASE IN ORGANIC USERS
INCREASE IN ENGAGED SESSIONS
INCREASE IN EVENTS
INCREASE IN DOMAIN RATING
| KEYWORD | Year 1 | Year 2 | Change |
| heat pumps dorset | 3 | 2 | +1 |
| solar thermal installation | 4 | 3 | +1 |
| solar panels poole | 11 | 3 | +8 |
| solar panels bridport | – | 3 | +97 |
| solar panels dorset | 11 | 4 | +7 |
| solar panels lymington | – | 4 | +96 |
| solar panel installers dorset | – | 10 | +90 |
| solar panels bournemouth | – | 11 | +89 |
