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Put a Winning Keyword Strategy to
Work for Your Energy Business

Did you know that the top organic search result on Google garners a 45% click-through rate (CTR)?

In comparison, the second organic search result earns a 17% CTR.

From organic position one to two, the percentage of consumers who click on those URLs drops by more than half.

So, how do you ensure your energy business earns that top-ranking position that drives prospects to your website? A winning keyword strategy.

Organic Vs. Paid Search Results

In the world of Search Engine Marketing (SEM), there are organic and paid search results. Organic are those results that are earned over time through efficient Search Engine Optimization (SEO) strategies, like keywords and backlinks, while paid search results are… well, paid! Think the topmost “Sponsored” positions earned through Pay-Per-Click (PPC) campaigns vs. those following. While each certainly has its merit, organic results are those that earn more long-term reach, visibility, and traffic through to your website.

What Are Keywords?

Since we're talking about organic search results, one of the largest components of SEO that affects your ranking is your keyword strategy. Keywords are those specific search terms or phrases that, through various factors, are determined to best align with your website and the information that you're looking to be found for. Once identified, your energy business's website and its content can then be optimized to rank for those terms.

Examples may include:

  • “Automatic heating oil delivery”
  • “Why schedule an annual tune-up?”
  • “Benefits of Bioheat® fuel”


How Do You Choose the Right Keywords?


When deciding which keywords should be part of your unique SEO lineup, strategic keyword research comes into play. Through careful consideration of your target audience, from their wants and needs to their interests, you're able to identify a group of relevant keywords, narrowed down by important metrics including monthly search volume, search intent, and level of competition.

  • Search Volume:
    Search volume identifies the average number of times a specific keyword or phrase was searched for within the span of a month. The higher the search volume, the more worthwhile your strategy in earning higher rankings for that keyword.
  • Search Intent:
    Search intent identifies why a consumer was making that specific search. Whether informational (for research purposes), navigational (to locate a specific website), commercial (to compare alternatives), or transactional (to make a purchase), search intent analysis reveals where a prospect is at in the sales journey, so you're able to narrow down on the keywords with high likelihood to result in a new customer.
  • Competition:
    Finally, identifying the level of competition for a given keyword reveals the potential difficulty in successfully ranking for it. For example, broad keywords like “propane” have much higher competition than more specific, long-tail keywords like “full-service propane delivery near me.”

Earn Higher Rankings-and More Customers-with a Winning Keyword Strategy


The right keywords drive the right prospects to your website. At PriMedia, we've got a team of marketing and SEO experts ready to put a winning keyword strategy to work for your energy business.

Reach out for a FREE no-obligation discovery call to learn how we can craft the custom, data-driven keyword strategy that puts your business in front of more customers. A member of our team will be in touch within two business hours.

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