E N E R G Y S E C T O R
Case Study
EthosEnergy: Transforming Digital Performance Through Strategic SEO
A comprehensive SEO partnership delivering 136% increase in conversion
Executive Summary
BrandHouzz partnered with EthosEnergy, a global leader in rotating equipment solutions, to transform their digital presence through comprehensive SEO, PPC, and social media strategies.
Over two years, this data-driven collaboration delivered exceptional results, including a 136% increase in closed opportunities directly attributable to website leads and dramatic improvements in search rankings across key service pages.
EthosEnergy is a global leader in rotating equipment solutions, providing products and services to the energy sector worldwide.
Operating across multiple geographic markets, the company serves clients in strategically important sectors including oil and gas, power generation, and industrial applications.
Client Background
The Challenge
Despite launching a newly redesigned website with strong design potential, EthosEnergy faced significant challenges:
The website wasn't attracting sufficient organic traffic or visibility in key geographic markets
Search engine rankings for critical service pages were underperforming
The internal marketing team needed external expertise to develop and execute a comprehensive SEO strategy aligned with business objectives
Limited data insights prevented the team from making informed decisions about digital marketing priorities
EthosEnergy recognised that improving traffic, online visibility, and search engine optimisation strategies could help the website reach its full potential with target audiences. The brief called for a comprehensive audit of SEO, content, and user experience, followed by implementation of tailored strategies including pay-per-click advertising to drive traffic in target geographic regions.
The Solution
BrandHouzz implemented a comprehensive, data-driven approach structured around four key phases:
1. Comprehensive Digital Audit
We began with a thorough website audit analysing every aspect of the site to identify optimisation opportunities. The audit findings were presented in a clear, comprehensive report ensuring the client fully understood the implications for their business.
Deliverables:
Technical performance analysis identifying urgent and medium-term SEO opportunities
User experience (UX) evaluation with actionable recommendations
Industry benchmarking and competitor ranking analysis
Strategic prioritisation based on business objectives for brand awareness and client acquisition
Geographic and sector-specific optimisation recommendations for rotating equipment services
2. Platform Optimisation
Working collaboratively with EthosEnergy's team and website developers, we developed tactical priorities and implemented comprehensive optimisation across the digital platform.
Deliverables:
Website architecture fine-tuning for improved user experience
Content optimisation across key service pages
Enhanced user journeys for potential customers and job seekers
Structural design and page layout improvements
Implementation of comprehensive enquiry tracking systems
3. Data-Driven Campaign Implementation
We implemented robust tracking and analytics systems, then launched targeted campaigns designed to attract high-quality leads and nurture them through the sales funnel.
Deliverables:
Comprehensive tracking system using Google tools and third-party analytics platforms
Real-time data visualisations and insightful reporting dashboards
Targeted SEO campaigns focused on high-value keywords and geographic markets
Strategic PPC campaigns which also informed organic content strategy
Digital PR initiatives building backlinks and authority in relevant industry spaces
LinkedIn campaigns targeting decision-makers in key sectors
4. Team Empowerment and Ongoing Partnership
Rather than working for EthosEnergy, we worked with them, becoming an extension of their team and building internal capabilities for long-term success.
Deliverables:
SEO training for the global marketing team
Ongoing strategic support and consultation
Knowledge transfer on adapting content for digital platforms
Continuous analysis and optimisation based on performance data
LinkedIn presence development)
The partnership between BrandHouzz and EthosEnergy delivered exceptional, measurable results across all key performance indicators. Comparing data from 2022 to 2023 demonstrated the dramatic impact of our strategic approach:
Results
Search Ranking Transformation
Strategic optimisation of key service pages delivered dramatic improvements in organic search visibility:
Steam Turbines service page: from position 65 to position 2 on Google, generating 32 new opportunities in just one year from this single page alone
Business Impact
The real impact went beyond website metrics, directly affecting EthosEnergy's bottom line:
136% increase in won opportunities directly attributable to website leads: demonstrating the high quality of traffic generated through our SEO and PPC efforts
Contributed to successful sale agreement with US-based One Equity Partners: our SEO support played a crucial role in EthosEnergy's sales process
Quality Over Quantity
BrandHouzz didn't simply increase traffic; we ensured EthosEnergy attracted the right traffic. By targeting ideal customers and drastically improving organic Google rankings, we achieved meaningful sales conversions that directly impacted business growth.
Website Performance Improvements
39% increase in average monthly enquiries: demonstrating significantly improved lead generation from organic traffic
73% increase in engagement rate: showing visitors were finding more relevant content and spending quality time on the site
Conclusion
The Partnership Difference
This case study exemplifies the results achievable through long-term collaboration and a data-driven approach.
Achieving sustainable results in digital marketing requires ongoing analysis, strategic adjustments, and genuine partnership with the client. Through collaborative efforts with EthosEnergy's marketing team and website developers, we've helped evolve the website to continually enhance user experience whilst focusing on click-through and conversion rate optimisation.
The story continues as we support EthosEnergy's expanding digital presence, demonstrating the power of long-term partnerships in driving sustained business growth.
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