Multiplying Organic Traffic with the Right Blog Setup

Aydem Perakende is one of the foundations of Aydem Energy, Turkey's first integrated energy company, which has 40 years of experience in the sector. It began operating in 2008 as the incumbent supply company for Aydın, Denizli, and Muğla, and became Turkey's first privatized electricity retail company. Aydem Perakende started working with Zeo in February 2022 to improve its organic visibility.

Challenges

The project had many technical errors. Although we resolved them quickly, a later site update could cause the same issue to return, and these recurring errors hurt site performance. For about 1 year, the Aydem Retail site served 2 different brands. When the other brand moved to its own site, Aydem Retail's organic traffic declined.

Content work brought its own challenges. Another subsidiary had a site with an almost identical setup and design, so it was important to make the 2 sites distinct.

The English version of the site was also launched during this period, introducing many new errors.

Our Goal

Our goal was to make the Aydem Retail brand more visible in non-brand queries. To do that, we opened new service pages and updated the existing ones. We also planned the blog setup more carefully and removed the existing content setup on that side. In particular, we wanted to build a strong content hub around electricity and energy. We therefore designed the content to be detailed and user-friendly. We also improved content quality with schema structures such as FAQ and BlogPosting, along with features like a table of contents and tables.

The biggest issue on the blog side was again technical. Errors that had been fixed could return. For example, published blog content could appear under 2-3 different URLs with the English URL path, causing duplicate content problems. Once those issues were resolved, the picture became more positive.

The electricity sector is also highly sensitive to the news agenda, and search volumes can rise and fall very quickly. In particular, January wage-change news led to a considerable increase in search volume during those months.