The project
TotalEnergies is a company that sells energy (electricity, natural gas) and other services regarding home maintenance, such as checking boilers or breakdowns, as well as installing car charging points and solar self-consumption systems in homes and businesses, which entered the Spanish market in March 2017.
The strong competition in the online procurement of these types of supplies and services led TotalEnergies to start a process of improving its website. One of the pillars of the digital business is organic positioning, which is key to consolidating its brand recognition project and increasing sales.
TotalEnergies requested the services of Izertis with the aim of improving the organic search engine positioning of its website.
Challenges
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New brand for users in the energy sector -
Positioning a new domain -
No prior organic positioning
The solution
Izertis proposes a strategy to improve the online positioning of the TotalEnergies portal. This strategy aims to improve the visibility of the brand and the business in the organic channel, in addition to attracting quality traffic to boost conversions.
As part of this strategy, a wide range of actions are developed. For example, the B2B and B2C marketing teams and customer service are assisted in studying the situation of companies competing with TotalEnergies in the sector.
Another fundamental action is the development of keyword studies. Thanks to these, the intentions of users are known and search behaviour capable of generating profitability for the company is detected. These studies help when planning and generating content capable of responding to the searches made by users.
In addition, we take care of every technical and semantic detail that may affect the way in which search engines classify the portal. Technical implementations are carried out before and after the publication of content and pages, always in line with the company's web development team; tools are configured to help extract data and analyse results; user-focused content is written, both in terms of information and conversion; and dashboards are created to show the evolution of the project based on the results obtained.
The result
TotalEnergies is one of the leading energy services marketers. The strategy implemented by Izertis has helped to increase organic traffic by 50% in the first half of 2022 compared to the second half of 2021 and increase conversions through the organic channel.
The work plan developed by the Izertis SEO team is having a very positive impact in terms of visibility and brand recognition. The main achievement, always as part of a much broader work plan, has been to place TotalEnergies among the top 6 energy marketing companies in Spain for conversion-focused search intentions.