Bp

The Challenge

BP aimed to reinforce its position as an authority in the energy sector while ensuring a unified, powerful message across both SEO and SEM channels. Facing increasing competition and a rapidly evolving market, BP encountered several critical issues:

• Fragmented Brand Messaging: Inconsistent communication between paid and organic campaigns led to brand ambiguity, lowering conversion rates and weakening BP’s market presence.
• Missed Visibility Targets: Key industry keywords failed to achieve target visibility, affecting organic reach and ad quality scores, and impacting BP’s ability to attract high-intent audiences.
• Competitor Encroachment: Competitors in both Google Ads and organic search were capturing critical market share on high-value terms, limiting BP’s ability to dominate search results.

To succeed, BP required a strategic SEO and SEM alignment that could streamline messaging, improve keyword rankings, and maximize its share of search in the highly competitive energy space.

EDGY’s Solution

1. Targeted Content & Keyword Strategy:  EDGY developed a targeted content and keyword strategy, creating and refining content around BP’s most critical terms to boost visibility across both paid and organic channels. By conducting real-time analysis of campaign goals, keywords, and ad messaging, we ensured BP’s content consistently reached key audiences and strengthened its presence in search.
2. Optimized Ad Quality Scores: We aligned SEO efforts with SEM strategies, focusing on optimizing target pages to improve quality scores, drive higher click-through rates (CTR), and attract more qualified traffic. This alignment allowed BP to capture more clicks, maximize ad efficiency, and increase conversion rates.
3. Competitor Analysis for Strategic Advantage: EDGY conducted a comprehensive analysis of BP’s Google Ads and organic competitors, uncovering strategic opportunities to boost BP’s visibility on high-impact terms. By addressing competitor tactics, we helped BP regain market share and improve its standing on key search terms.

Results

1. 16% Increase in CTR for “Always On Search” campaignThe Challenge
2. 21% Increase in CTR for “Investing in America” campaign