Challenge
Online energy retail is one of the most competitive digital markets in the UK. SSE was competing against aggressive incumbents like British Gas, alongside dominant comparison platforms such as uSwitch and MoneySupermarket, all investing heavily to control search visibility. The challenge was compounded by SSE operating three distinct regional brands across the UK. While this structure worked well offline, it created complexity online. Optimising every site for every term would dilute effort, increase costs, and reduce impact. SSE needed a focused SEO strategy that prioritised commercial outcomes, not vanity traffic.
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Solution
Equator developed a precisely focused SEO strategy aligned with the redesigned digital estate, directing efforts where it would deliver the highest return.
- Defined clear SEO battlefields across SSE’s three regional brands
- Prioritised high-intent, high-conversion keywords over pure volume
- Conducted deep analytics and conversion analysis to identify revenue-driving terms
- Embedded SEO best practices into the site redesign to resolve all on-site hygiene factors
- Developed brand-specific SEO roadmaps based on regional opportunity
- Delivered a structured off-site programme including content creation, online PR and authority-building
- Continuously optimised activity based on performance and conversion data
The strategy was built on one principle – sales first. Traffic only mattered if it converted.
Results
Cost per acquisition reduced by 90%
SSE brands became among the highest-ranking UK utilities for priority commercial terms
SEO conversion rate increased by 35% compared to pre-engagement performance
Stronger alignment between organic search traffic and revenue outcomes
Outcome
SSE’s SEO strategy shifted from broad, unfocused competition to a disciplined, commercially driven growth engine. By aligning technical foundations, content strategy, and off-site activity to conversion performance, Equator helped SSE achieve sustained organic growth in one of the UK’s toughest digital markets. The approach delivered measurable ROI and established SEO as a core, scalable acquisition channel across SSE’s regional brands.