SEO for Power and Utility Companies
Most business and homeowners choose a power and utility company when they first move in, and they stick with it for decades to come. This means that the window of opportunity for reaching them as customers is fairly short.
With traditional marketing methods, you have to run TV and radio ads, send direct mail, and pay for billboard and newspaper ad space constantly, hoping that potential customers will notice at the right time. If this sounds like your currently strategy, you know firsthand that it’s a costly one—and hard to measure success.
With search engine optimization, or SEO, it’s a completely different story. You can reach customers right when they begin their search for a power and utility company, and direct them exactly to the content they need to convert.
WebFX’s team of 200+ dedicated experts are ready to help you get started doing successful SEO for your business! You can call 888-601-5359 or contact us online to get your free evaluation today! You can also continue reading to discover more in-depth information about SEO for your power and utility company.
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What is SEO?
Since we’re here to break things down to the basics, let’s start by defining SEO. You’ve probably heard the term many times, but do you fully understand what it means?
In a broad sense, SEO refers to any efforts put forth to improve your site’s rankings in the results of search engines like Google. It includes both on- and off-page elements.
On-page SEO elements
On-page elements include body copy, title and header tags, images, and essentially any other content hosted on your site. If you’ve never done SEO before, these elements are the first place to start. As you optimize these on-page elements:
- Be sure that everything is written with readers in mind first
- Use relevant keywords where they make sense
Optimizing these elements well will help visitors quickly decide if your page offers the right information for them, and will also help search engines more accurately index it.
Off-page SEO elements
Off-page elements refer to SEO factors that aren’t on your website. Search engines see links from other sites as votes of credibility, meaning that the more you have, the more authoritative your site is. However, this is only true if the links are from reputable sites. Links from low-quality, spammy sites can actually damage your efforts. Off-page efforts may include any of the following:
- Link building
- Content distribution
- Social media marketing
- Guest posting
Your SEO strategy should include both on- and off-page elements for maximum success.
Why is SEO for power and utility companies especially important?
Today, more than ever before, people have options when it comes to power and utility providers. If you can’t give them the best rate, they will move on to the provider that can give them a better deal. And what’s considered a “better deal” today involves more than the rate they pay for your service.
Consumers today are concerned with other factors, including:
Your brand’s SEO is a way to showcase that your power and utility company offers more than just a good rate, and the following strategies will help you get started:
Optimize for relevant keywords
Keyword optimization is the starting point of any SEO strategy, but before you can do it, you need to identify the right keywords.
Here are a few quick tips for conducting keyword research:
- Make a list of words and phrases associated with your business—Think of your services and offerings, and then list words and phrases that naturally fit.
- Consider variations of those words and phrases, as well as location-based terms – Google looks at synonyms and variations of keywords, so figure out the possibilities and use them where appropriate. And considering that most searchers are looking for companies that serve a specific location, you should also include your state or region in long-tail keywords.
- Identify search volume and competition—Use Google AdWords’ Keyword Planner to determine the search volume and competition for each of your intended keywords. The best ones are those with high volume, but low competition.
Once you’ve done your research, incorporate the keywords you’ve found throughout your site. However, it’s important that you only use them where relevant.
In the past, keyword frequency was a huge ranking factor for search engines. Today, however, your power and utility company can actually be penalized for stuffing too many keywords into your copy. Aim for natural usage, and don’t try to force keywords. Instead, use them only where they make sense, and make sure that your copy will make sense to your readers.
Optimize each page
It’s important to remember to optimize every page on your site. Search engines rank individual pages, not entire sites, so whether it’s a landing page or a blog post, you should remember to optimize it with relevant keywords.
That being said, the keywords you use can be different for each page. A page about home energy, for example, would involve different keywords than one about services for large corporations.
Create interesting, unique content
When most people think of an industry that is known for creating interesting, shareable content, they may not immediately think about power and utility companies. After all, your talents lie in power and utility production and distribution—not in writing and sharing content for the masses.
It’s important, though, to consider the mass need for power and utility. It’s an industry that affects everyone, so why shouldn’t your content be friendly, approachable, and interesting to everyone?
Luckily, times are changing. And businesses today—regardless of the industry—are expected to produce content that resonates with their audience.
Monitor and adjust
Just like everything else in the digital world, best practices for optimization can quickly change. SEO for your power and utility company is a constant work in progress, so revisit your keywords often to make sure they’re still relevant, and monitor your analytics to see what can be improved.
Generate revenue with SEO for power and utility companies
Creating and maintaining a solid SEO strategy is a great way to attract customers and increase revenue, but it doesn’t have to take away from your current resources. Contact us today to learn how our award-winning team can help your power and utility company use SEO grow your bottom line.