SL Energy Ltd
SL Energy Ltd, founded by Ronan Sutton in January 2023, is a Hampshire-based business specializing in renewable energy solutions such as Air Source Heat Pump Installation, Ground Source Heat Pump Installation, Solar PV Installation, and more. Despite their expertise and solid reputation, the company needed a comprehensive SEO and digital marketing strategy to enhance their online visibility, attract more leads, and improve their digital footprint.
Challenges
SL Energy Ltd’s new website presented both opportunities and challenges:
- Zero Online Presence: As the website was newly launched, it had no established authority or presence on search engines. The business needed to build online visibility from scratch.
- No Organic Traffic: A lack of history and rankings meant there was no organic traffic coming to the site, which directly impacted lead generation.
- Unoptimized Website: The new website, while visually appealing, was not optimized for SEO, meaning no structure, meta tags, or content was in place for search engines to properly index and rank it.
- Highly Competitive Market: Entering a space with well-established competitors made it difficult for the website to rank for high-value keywords like “air source heat pump installer.”
- Absence of Local SEO Strategy: SL Energy had no local SEO footprint in areas like Hampshire and Southampton, which limited their ability to attract local customers.
Strategy Implementation
1. Website SEO Foundation Setup
Since the website was new, the first priority was laying a solid foundation for SEO:
- Site Architecture: Optimized the website’s structure to ensure it was user-friendly and search engine-friendly. This included clear navigation and siloing content around the main services: air source heat pumps, ground source heat pumps, solar PV, etc.
- Technical SEO: Implemented technical SEO enhancements such as creating XML sitemaps, setting up robots.txt, optimizing URL structures, and ensuring all pages were crawlable and indexable by search engines.
- Meta Tags and Titles: Every page was optimized with unique, keyword-rich meta titles, descriptions, and H1 tags to help search engines understand the purpose of each page.
2. Keyword Research & On-Page SEO
Given the absence of traffic, it was crucial to target keywords that were achievable for a new website while being relevant to SL Energy’s offerings:
- Keyword Strategy: After comprehensive research using Ahrefs and Semrush, I identified target keywords like “air source heat pump installer Hampshire,” “solar panel installation Southampton,” and long-tail keywords such as “how much does air source heat pump installation cost.”
- On-Page SEO: I optimized every service page with these keywords, ensuring that content was informative, valuable, and fully aligned with user search intent. Internal linking was used to guide search engines and users between related pages.
3. Local SEO
Since SL Energy is a local business serving Hampshire and Southampton, it was important to implement a strong local SEO strategy:
- Google My Business Setup: Created and optimized SL Energy’s Google My Business profile with service descriptions, business hours, and high-quality images. This helped improve their visibility in local searches and the Google 3-pack.
- Local Listings & Citations: Submitted the business to 40+ local directories (e.g., Yelp, Yell), ensuring that consistent NAP (Name, Address, Phone) information was available across all platforms.
- Geo-Targeted Pages: I developed location-specific landing pages (e.g., “Air Source Heat Pump Installation in Southampton”), targeting nearby regions to capture local search traffic.
4. Content Creation & Blogging
For a brand-new website, producing high-quality content was essential for building domain authority and attracting traffic:
- Blog Strategy: I created a blog content strategy focusing on educational, keyword-optimized posts. Topics included:
- “Benefits of Air Source Heat Pumps for Homeowners”
- “What to Expect During Solar Panel Installation”
- “Ground Source Heat Pump vs. Air Source Heat Pump: Which is Best?”
- Service Pages: Expanded service descriptions with rich, keyword-targeted content and integrated customer testimonials to build credibility.
Reslt and Outcome
1. Rapid Traffic Growth
In the first six months, SL Energy Ltd saw a 400% increase in organic traffic, going from zero to a strong flow of visitors. By focusing on high-intent, localized keywords, the website began ranking in the top 5 results for key terms like “air source heat pump installer Hampshire” and “solar panel installation Southampton.”
2. Successful Local SEO Presence
Through consistent local SEO efforts, SL Energy Ltd’s Google My Business listing ranked in the local 3-pack for several of its target areas, leading to a 200% increase in calls and inquiries directly from local search results.
3. Improved Domain Authority
With targeted link-building efforts, the new website’s domain authority jumped from 0 to 25 within the first six months. This not only improved SL Energy’s rankings but also made it more competitive in the renewable energy market.
4. Lead Generation via PPC
The PPC campaign delivered 150+ qualified leads within the first three months, with a conversion rate of 10%. Constant optimization reduced the cost-per-click by 30%, maximizing the return on investment for paid search.
5. Increased Engagement
With the blog content strategy, SL Energy’s website saw a 60% increase in session duration, as users engaged more with the detailed and informative posts on renewable energy solutions. This also led to an increase in organic inquiries related to specific blog content.
Conclusion
Building from the ground up, SL Energy Ltd’s new website transformed from an invisible online entity into a thriving digital presence. By combining a robust SEO strategy with local SEO, content marketing, and PPC, SL Energy Ltd was able to achieve rapid growth in organic traffic and generate a steady stream of leads within a highly competitive industry.