Commercial & Institutional Energy Management SEO ROI
Between 2015 and 2017, commercial and institutional energy management companies were our #2 highest ROI client group, with an average of $2.9M / year in new net revenue directly attributable to SEO. Commercial energy management companies include manufacturers, designers, and integrators of control systems; energy consulting and auditing firms; and energy management software / solutions providers. The campaigns we did with these types of companies were typically targeting management-level decision makers, including building owners, management companies, and Directors of Infrastructure and Energy Management.
The campaigns we did to attract these decision-makers involved creating ROI-driven reports that included case studies on how much money was saved in similar buildings by managing their energy more efficiently, as well as energy management forecasts, and geo-specific energy trend blog posts (essentially, what are the leading companies in your city doing with their energy management). You can read more about our thought leadership strategy here.
Organic Traffic Growth
Other relevant SEO stats for commercial & institutional energy management companies:
- Average bounce rate: 43%
- Average time on site: 3:05
- Landing page conversion rate2: 3.1%
1 ROI is calculated by taking new revenue directly attributable to our organic SEO campaign within the 3 year period (including revenue from new customers’ referrals and upsells), then subtracting marketing costs and estimated COGS + overhead allocation. We used a 3 year period to account for longer sales cycles and the typical time frame required to see an accurate return from an organic SEO campaign. The last 2 quarters of 2017 are projected.
2 Conversion rate refers to the percentage of new SEO visitors who convert to a sales lead within 30 days of landing on the client’s website from a Google search results page