Industry
Utilities
Challenge
Spark Energy faced challenges in driving visibility and conversions from organic search results. With competing SERP positions for the same brand name held by an unrelated energy supplement, Spark Energy needed to establish its presence, improve user experience, and increase conversion rates from organic listings.
Results
(un)Common Logic’s high-impact SEO strategies led to a 164% year-over-year increase in conversions. Organic sessions rose by 13.4%, and conversion rates improved by 8%, driven by structured data implementation, content optimization, and site architecture enhancements.
Key Product
SEO
About Spark Energy
Spark Energy is a consumer-focused energy company providing fixed-rate plans for electricity, natural gas, and green energy. Offering a variety of customizable energy solutions, Spark Energy prioritizes customer choice, sustainability, and value.
The Challenge
Spark Energy’s digital visibility was hindered by competition for its brand name in search results. A health supplement with the same name dominated key SERP positions, creating confusion and limiting Spark Energy’s ability to connect with its target audience. This challenge was compounded by a need to increase the rate of conversions from organic search traffic while ensuring that the user experience on Spark’s website met the expectations of both users and search engines. Without strategic improvements, Spark Energy risked missing valuable opportunities to grow its customer base and revenue through organic channels.
The Solution
(un)Common Logic implemented a comprehensive SEO strategy to address Spark Energy’s challenges. Priority pages on Spark’s website were optimized with structured data code to improve SERP visibility and relevance. Content was strategically reviewed and optimized for high-impact keyword targeting, driving more relevant traffic to the site. To improve both user experience (UX) and crawler accessibility, the site architecture was redesigned. These enhancements streamlined navigation, improved page load speeds, and created a more intuitive experience for users. Additionally, the content strategy was tailored to address gaps in branded and non-branded keywords, ensuring Spark Energy’s listings stood out to both users and search engines.
The Results
Organic sessions increased by 13.4%, reflecting the success of targeted keyword strategies and improved visibility on search engines. Conversions experienced an exceptional 164% year-over-year increase, with an average of over 900 additional submissions per month. Site-wide conversion rates improved by 8%, demonstrating the combined effectiveness of content optimization, structured data implementation, and architecture enhancements. These results not only established Spark Energy as a dominant presence in organic search but also positioned the company for sustainable long-term growth. By addressing key barriers to visibility and conversions, (un)Common Logic delivered measurable and impactful results for Spark Energy’s bottom line.
Ready to learn more about our (un)common SEO strategies?
