Uniper Services


Digital state presents the following Case Study, Uniper Services.

Uniper is an international energy company with circa 8.6 billion in sales and 12,000 staff across multiple divisions and territories. Following its split from Eon in 2016, Uniper had a requirement to streamline and better control the tracking across its website(s), whilst aiming to give each department its own bespoke reporting suite with both shared and unique KPIs.

The Project

The project began with a Technical SEO audit, which uncovered a number of on-site optimisation issues and opportunities, including:

  • Google Analytics configuration issues which skewed the source of site visitors as they navigated around the site
  • Duplicate content issues due to untranslated content on the German site
  • Crawl rate optimisation issues due to broken internal links following a recent content restructure
  • No XML sitemap in place
  • Poor keyword targeting on a number of key landing pages
  • Missing opportunities regards schema mark up on events and breadcrumbs
Over the course of the project, so far, these issues have been resolved via:
  • Working with development team to configure analytics and tag manager across this and all other sections of the site
  • Keyword research and on-site optimisation of key page elements including title tags, meta descriptions, H1 and page structure / content
  • International SEO configuration and translation of all optimised content on German site
  • Updating all internal links to avoid broken pages and, where possible, redirect chains
  • Creation of dynamic XML sitemap
  • Google Tag Manager used to implement event schema
  • Assisted developers with creation of JSON schema for breadcrumbs
In doing so, since the start of the project we have seen:
  • AHREFs Organic keyword Reach up from 86 to 257
  • Duplicate titles and meta descriptions reduced to 0
  • Valid alternate language tags up from 0 to 250
  • Valid sitemap URLs up from 0 to 117
  • Valid schema elements on site up from 0 to 112
  • Increase in monthly search impressions up 220% from 41.8k to 91.7k
  • Increase in monthly clicks up 170% from 800 to 1400
  • Year on year traffic for March up 300% from 421 to 1684