A successful utility company SEO strategy targets the correct search terms, which show intent to activate a new service contract. The majority of homeowners and businesses that select a utility and power company do so when they are moving into a new residence or place of business.
Very rarely will there be other situations, and while they do occur, the bulk of that new customer acquisition occurs at the time of moving in. This gives you a very small window of opportunity to get in front of that prospect and convert them into a customer.
Many utility companies are still stuck in the age of traditional marketing, using TV and radio ads, as well as direct mail and outdoor media such as billboards, hoping that their marketing message crosses paths with someone who is in the need of a new utility and power provider. The percentage of people that come in contact with those ads and fit that target audience is very small.
On the other hand, utility company SEO positions the power company to be found online by those actively seeking a local utility provider. By connecting with consumers at the very beginning of their search it positions you to be the company they engage with, provided you present them with the correct information.
Providing the best possible rate on utilities will typically always be the driving force between converting a prospect, but you need to be found online during that initial search to stand a chance, even with the best rates. Let’s look at four effective search engine optimization tips for power and utility companies.
1. Target Relevant Keywords and Search Phrases
As mentioned, there is a very specific time that you must get in front of a prospect – the very first initial search they make in an attempt to identify local utility companies. The point of them engaging in a service contract is very fast after that initial search, as most consumers moving into a new home or opening a new business need power right away.
A successful utility company SEO strategy needs to focus on targeting those search terms that indicate the beginning of a search for a local utility provider. It’s important to be found during that initial search and at the very least drive the prospect to your website where you present them with an irresistible offer in an attempt to convert them on the spot.
At the very least you can pixel them and remarket them heavily through Google ads and Facebook ads for a 24 to 48 hour period after that initial visit if they don’t convert right away. After that 48 hour mark, it’s highly unlikely they are still interested as most consumers will schedule a utility turn-on within a couple of days of their initial search.
Your utility and power search engine optimization keywords need to focus on intent and not just potential search volume. Think of the search terms, phrases, questions, and long-tail keywords a potential customer will type into Google’s search bar when looking for a new home or office utility provider.
2. Publish Informative Content
The SEO strategy for a utility company needs to be more aggressive and initial-contact focused in terms of trying to convert that visitor into a service appointment than other companies.
For example, when someone is looking to hire a contractor for a home remodeling project they will typically perform a few searches, identify potential companies, start to perform their due diligence and research, and then eventually make a hiring decision. The entire process can take anywhere from a couple of weeks to a couple of months, giving companies plenty of opportunities to remarket via paid ads, email marketing, and content marketing directly on-site.
When it comes to deciding what power company to go with the consumer is going to first check availability, as some smaller locations only have a single option. But, for the areas with more than one utility company to choose from price is always going to be the main factor that draws interest.
Publishing utility and power company content on your blog allows you to optimize your website to rank for more keywords and search terms, but it’s also an opportunity to educate and inform prospects as to why they should choose your company and schedule a turn-on appointment.
You don’t want them to leave your website without converting, as they may never return. Furthermore, they are likely to go with another option before any remarketing campaign reaches them.
Blog content that touches on costs, savings, the company’s track record, focus on customer service and satisfaction, as well as other convenience items like online payments and account management. Little pieces of information like accepting credit cards for utility bill payments are also a key selling point to highlight.
Take all of the reasons that your company thrives, and turn that into blog content to sprinkle throughout all of your SEO-focused posts designed to attract website visitors.
3. Optimize Each Page’s On-Site Elements
With such a laser-focused approach required in terms of keyword targeting, it’s important to optimize each page’s on-site elements fully for the specific term being targeted. While competitive keywords require off-site optimization in the form of link building, you cannot ignore the basic on-site fundamentals of SEO.
To give your utility company SEO the best starting point, be sure to optimize each page or post on your website, paying particular attention to the following on-site best practices:
- Title: Use your keyword in the title as close to the beginning as possible while keeping it natural. Google places a lot of weight on the title of pages and posts.
- URL: If you are using WordPress for your utility company’s website be sure to set your URL parameters to “Post name” and then edit the URL manually before publishing. For example, you might have a blog post targeting the keyword “utility company in Nashville” with the title of “How to Select the Best Utility Company in Nashville.” By default, using the “Post name” URL structure it would look like this: “yoursite.com/how-to-select-the-best-utility-company-in-nashville” so manually edit that to be: “yoursite.com/utility-company-in-nashville”
- Meta Description: Google has stated on many occasions that the meta description isn’t used in its algorithm, but that doesn’t mean you should ignore it. Think of your description as a call-to-action to help draw attention to your website. Using the keyword in the description helps the individual performing the search connect with your page since they see the term they searched for. Also, this helps increase your click-through rate, which the algorithm does take into consideration.
- Alt-Image Tag: Google’s search algorithm doesn’t read images, instead, it looks to the alt-tag to understand what they represent. Use your main keyword as one tag and then more descriptive long-tail variations for other images to help Google understand your page’s content better.
- Headings: Google places more emphasis on text including in heading tag, both H2 and H3, so try to use your keyword naturally in headings. This is also a great way to break up and structure your content for a better user experience.
- Content: Include your keyword at the beginning of the content, naturally, and then include it throughout multiple times. You also want to use variations of the keyword to help Google understand what the page is about and should rank for. You don’t want to stuff your keyword throughout unnaturally, as this can trigger a penalty.
- Interlinking: Linking to other relevant blog posts on your power company’s website helps to keep visitors on your website longer, which increases the chance of them converting. It also helps to lower your bounce rate. A low bounce rate and long average visit durations are strong signals that the content is helpful and what users want, which translates to better organic rankings.
4. Constantly Monitor, Analyze, and Adjust
Without monitoring your utility company SEO strategy and results you will never know where opportunities exist to make improvements. Google Analytics is free and provides you with an incredible amount of information and data. The same applies to Google Search Console, which can help you identify new keywords to optimize for.
While both can appear to be overwhelming at first glance, you will quickly learn how to utilize them if you spend a few minutes each data deep-diving into the information available to you. Analyze this data, watch it over time, and make adjustments according to what is being shown.
Remember, this is data coming directly from Google, not a third-party piece of software or tool that is guessing. It’s important to understand that it takes a great deal of experience and know-how to read the data and make adjustments that have a positive long-term impact on your power and utility SEO.
If you don’t have the time to commit to analyzing and making adjustments, we are here to help. We work exclusively with utility companies throughout the country, helping them increase their leads and customer acquisition through organic search marketing.
Final Thoughts
Local SEO for utility companies requires a very specific strategy, targeting consumers at the very beginning of their search. With the majority of new customers signing new power and utility service contracts when relocating and moving into a new residence, you have that one opportunity to position your company in front of them.
Since the window of opportunity is narrow it creates a very competitive landscape for utility companies, all trying to achieve top ranking positions. With intelligent keyword research focusing on terms that aren’t too broad and competitive, we can help you attract more quality traffic that converts at a high rate.
It’s important to focus on customer acquisition and revenue data – not merely search traffic volume. If you would like to learn more about our utility company SEO services, please contact us today for more information. Our team of power and utility marketing experts will be happy to explain the process and provide you with a complimentary audit of your current search engine optimization effort.
