Formed in 1935, Calor is one of the UKs largest suppliers of LPG (liquefied petroleum gas), and currently supplies around 4 million homes and businesses, powering gas appliances from central heating and hot water, cookers to fires and barbecues. The company predominantly supplies LPG to rural areas which have no connection to the national natural gas supply.
Despite being one of the largest LPG providers in the UK, Calor had historically underperformed in search and approached Click to improve their performance for a broad range of organic metrics – including a set target of 20% for improvement of organic sessions.
Improving organic sessions for a brand like Calor is not a difficult task – but we wanted to make sure that we delivered relevant traffic likely to contribute to their other business KPIs. As such we conducted extensive keyword research to take stock of where they were in the market, following this with thorough technical audits of the site.
Once we were satisfied we knew what was required, we set about improving the technical performance of the website and the creation of targeted content to tap in to underperforming or absent keyword volumes. In addition to this, and to improve the site’s link profile and industry relevant authority, we also began a series of content marketing and influencer engagement campaigns to increase the number of linked and unlinked citations the brand received.
By improving rankings across the board and tapping into the potential of untouched, business relevant key terms, we were able to achieve more than double the targeted organic session increase - in fact increasing overall sessions by more than that target.
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