What happens when our B2B SEO agency meets an energy supplier

This concept is familiar to anyone who works in a large company, but it presents some challenges for smaller, more agile companies working with them. Achieving organic growth for this utility required more than just adjusting metadata, ensuring mobile-friendliness, and implementing fixes identified by Core Web Vitals.

Here we learned that patience and building good relationships are just as important as technical SEO skills. Of course, we weren’t directly tasked with advising on content changes and optimization, but as any good B2B SEO agency knows, SEO means as much as technical correctness, producing good content and a great user experience.

Sounds simple, doesn’t it? A few changes to a website and your metrics improve? Well, yes, but in a publicly traded Goliath the size of this company, in a highly regulated industry where even the right way to communicate sometimes seems wrong, stakeholders are wary, systems and processes are inflexible, and change takes time.

Through patient but consistent collaboration with many internal stakeholders, often implementing or optimizing systems and processes and guiding this customer through digitization, changes slowly began to take place. The SEO efforts were combined with a B2B performance marketing strategy that included paid search via Google Ads and Bing Ads, as well as paid LinkedIn and Xing campaigns. The analysis shows an overlap of at least 5% between paid and organic search when looking at conversions. We still believe that a successful search strategy includes both organic and paid activities and efforts.