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Client Overview
Client Overview:
SSE Airtricity is Ireland’s leading renewable energy provider and one of the largest utility companies across Northern Ireland and the Republic of Ireland. In a competitive market with high customer churn and aggressive digital competition, maintaining a strong presence in organic search results was critical.
That’s where Impeccable Ads stepped in—to deliver actionable SEO strategy, hands-on consultancy, and in-house training that would future-proof their search performance.
The Objective
Our goal was clear: equip the SSE Airtricity team with the strategy, tools, and skills needed to outperform their competitors on Google and drive meaningful improvements in traffic, visibility, and conversions—particularly in the home energy and business energy segments.
Challenges
- Outperformed by a major competitor in search rankings for high-intent queries
- Limited SEO functionality due to an outdated CMS (unable to noindex pages, edit meta tags, or update internal links easily)
- Lack of in-house SEO capability to manage long-term improvements
- Need to align technical SEO and content strategy across multiple teams (digital, marketing, and development)
Our Approach
✅ Hands-On Consultancy
We worked closely with both SSE’s digital and marketing teams, spending dedicated time on-site to develop a scalable SEO roadmap. Our experts audited the website in detail, identified key performance gaps, and translated insights into an actionable execution plan.
✅ Competitor Gap Analysis
A major competitor was dominating priority SERPs. Our team conducted an in-depth SERP and content analysis to identify why and provided technical SEO recommendations to close the gap, from structured data to URL hygiene.
✅ CMS & Technical SEO Support
We guided SSE’s developers on how to optimize their CMS for SEO, including enabling noindex capabilities, improving metadata editing, and updating legacy internal links.
✅ On-Page Content Optimisation
To boost authority and visibility, we focused on making product, service, and help centre pages more relevant, keyword-rich, and user-friendly, enhancing topical depth and search intent alignment.
✅ SEO Training & Handover
We didn’t just deliver strategy, we delivered self-sufficiency. Our SEO team trained the internal Digital Content Lead to manage SEO performance going forward, with clear reporting methods, dashboards, and performance tracking KPIs.
The Results
After implementing our strategy and training, SSE Airtricity saw consistent growth across all core SEO metrics:
🔼 7% Increase in Clicks from Google SERPs
🔼 15% Year-over-Year Increase in Organic Traffic
🔼 13% YOY Growth in Conversions from Organic Sources
Key Takeaways
With the right guidance, tools, and cross-team collaboration, even large enterprises with legacy systems can outperform competitors in organic search.
At Impeccable Ads, we empower brands with scalable SEO strategies, technical know-how, and in-house training that builds long-term success.
Want to turn your SEO into a revenue engine?
Let’s talk: info@impeccableads.com
🔗 www.impeccableads.com
