Why Oil and Gas Companies Need to Prioritize SEO

May 8, 2024

<a href="https://www.ewrdigital.com/author/matt" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.
Oil & Gas clients we've worked with
oil and gas marketing agency, clutch global, digital marketing, sales

SEO for Oil and Gas Companies

Search engine optimization (SEO) has long been vital to online and small businesses but many in oil and gas with their large moats or “old school way of doing business” didn’t feel like they maybe needed it or ever really completely understood much less utilizing it to generate high quality leads online (MQLs) and increasing the lead pipeline as well as shorten the sales cycle.

Times are changing. It may surprise you to learn that companies in the oil and gas industry are increasingly prioritizing SEO in their digital marketing strategies, maybe they call it “PR” or “Thought leadership” or even online visibilty or credibity, but a it’s root it is all the same. It is understanding the search or social media algorthims and leveraging it to build, “Trust, Expertise, and Authority” online. 

The reason is simple: in a world where customers turn to the internet to research products and services, a solid online presence is crucial for all industries, including oil and gas.

According to Forrester, a staggering 74% of business buyers conduct more than half of their research online before making an offline purchase.

In this highly competitive industry with large dollars at stake for increasing market share only slightly, any edge over competitors is worth pursuing. Optimizing a website for search can improve the chances of ranking higher in the results, leading to increased visibility and traffic.

But how can oil and gas companies improve their SEO? In this article, I will discuss a few ways these companies can improve their SEO and get noticed in the search engine results pages (SERPs), while at the same in time building brand equity and thought leadership. 

Four steps to increase online visibility in the oil and gas industry

If you want to take your business digital, and not just use the buzz word of “digital transformation”, I mean really take your business from being reliant on just relationships or star sales people to close deals for you and grow you business but to use the internet to generate high quality leads that are your ideal customer, listen up. Better, setup a consultantion now and talk to one of our consultant or heck setup a call and ask to talk to me when you get on the phone with one of our consultants, I am happy to talk with you and I have been helping grow oil and gas brands and helping company that was to sell into this spacereach their ideal customer for well over 7 years.

I mean maybe you are in the digital space and even paying some agency to provide you “branding” in it helps that it will help in some way, but lets be honest you not sure if what your spending has value and you need additional help getting noticed, here are four steps you should follow as well as you can also call us and get a second opinion on your marketing.

Understand your Market & Competition: Conduct Keyword Research

The first step is conducting thorough keyword research to identify the search terms potential customers are using to find oil and gas-related products and services. Then, by incorporating these keywords into website copy, blog posts, and other content, oil and gas companies can improve their SERP rankings and attract more visitors.

Here is also what I really want to say. If someone tells you that there is “not enough keyword volume” for SEO to be the right approach, I would blatantly that person or even that agency might not really know that much about about how Search Engine Optimization really works. Do NOT let someone tell you, “you mean that no one that is my ideal client would use the internet to search for my product or service? You mean to tell me that you believe that, no one has a problem that they are trying to solve and your product or service might be the answer and they are going to the internet to look for a solution? Hogwash.”

Did you know that once you qualify for your target keywords and become a topic authority in the space in the search engines eyes you will start show up for hundreds if not thousands of low volume but very high intent keywords? Also, did you know that over 15% of all search today are still new.

Search Demand Curve: Head vs. Long Tail Keywords Distribution

Create Authority Backlinks Online

Another critical factor in SEO is backlinks or you might consider them “mentions”, unstructured citations, brand highlights or just General PR placments. It’s really all just offpage SEO. Backlinks are links from one reputable website to another that are used as a vote of confidence in a website’s content. Having multiple links from another quality website will improve rankings and attract more visitors to a company’s website. It’s about building the brand and creating trust, expertise, and authority online!

The buzz word today you might be familar with is PR but really “Thought Leadership“.

Thought Leadership

Thought leadership refers to the practice of becoming a recognized authority in a specific field or industry by consistently providing insightful and innovative perspectives, knowledge, and expertise. It involves establishing oneself or a company as a trusted source of information and guidance within the industry, often through publications, presentations, or other forms of content creation.

Off-page SEO (search engine optimization) / thought leadership can be a powerful strategy. Off-page SEO involves main activities as mentioned that you that you do outside your own website to improve your search engine rankings. Establishing thought leadership can help in off-page SEO by:

  1. Building Backlinks: When you’re recognized as a thought leader, other websites are more likely to link back to your content as a reputable source. This can improve your website’s authority and rankings.
  2. Increasing Brand Mentions: Thought leaders often get mentioned in articles, blogs, and social media. These mentions contribute to your brand’s visibility and can indirectly boost your SEO.
  3. Enhancing Social Signals: Thought leadership often involves active engagement on social media platforms. Social signals (such as likes, shares, and comments) can positively influence SEO rankings.
  4. Improving Content Quality: Thought leadership is closely associated with high-quality, engaging content. Such content tends to perform better in search results and attracts more organic traffic.

Now, let me relate that to the oil and gas industry for you, thought leadership plays a crucial role:

  • Industry Insights: In a complex and evolving industry like oil and gas, thought leadership can provide valuable insights and solutions to industry challenges. This can include discussing new technologies, regulatory changes, or market trends.
  • Reputation Management: Thought leadership helps companies in the oil and gas sector manage their reputation by demonstrating expertise and credibility. This is especially important in industries where public perception can influence business opportunities.
  • Policy and Advocacy: Thought leaders in oil and gas often influence policy discussions and public opinion on critical issues like sustainability, safety, or energy transition. This can shape the direction of the industry.
  • Technology Adoption: Thought leadership can drive innovation and promote the adoption of new technologies within the oil and gas sector, fostering growth and competitiveness.

Overall, in industries like oil and gas, thought leadership is not only about sharing knowledge but also about shaping narratives, influencing stakeholders, and driving positive change. From an SEO perspective, being a thought leader can significantly enhance a company’s online presence and visibility, ultimately leading to increased business opportunities and industry recognition.

Thought Leadership Components, strategy, messaging, content development, design, content syndication, demand generation, media relations, measurement

Brand Building through Social Media 

In addition to backlinks, social media management can also be a powerful tool for improving SEO. When oil and gas companies share content on social media platforms like Twitter and Facebook, by mainly LinkedIn they can attract more visitors to their site and improve their search engine rankings and building brand.


Leveraging social media for oil and gas companies or service providers is a game-changer when it comes to building authority and trust online. It’s not just about posting content; it’s about crafting a narrative that showcases your expertise and values.

Here’s how it all ties together:

Imagine scrolling through your LinkedIn feed and stumbling upon a post from a reputable oil and gas company. They’re not just talking about their latest project; they’re diving deep into industry insights, discussing the future of renewable energy integration, and sharing success stories of innovative technologies or even seeing a ad that takes you to a landing page with a video sales letter or to sign up for a webinar that you have a interest in.

This kind of content isn’t just about engagement; it’s about establishing thought leadership. By consistently sharing valuable content, these companies position themselves as go-to sources of knowledge. They’re not just selling services; they’re sharing their experience and vision for the industry. This all doesn’t happen overnight but over time they cost of sales and advertising will go down and the brand will help carry the business forward and bring down customer acquisition costs.

I am actually the co-host of a oil and gas sales and marketing podcast that talk about this very thing and if you are a sales manager, CRO or executive and this interests you! I would encourage you to check it out as well as check out Oil and Gas Global Network (OGGN) to start building thought leadership today.

Oil and Gas Sales and Marketing

Now, let’s talk SEO & PR. When you post thought-provoking content on social media, you’re not only engaging with your audience; you’re also signaling to search engines that you’re a credible player in your field and a go to expert or authority that someone would want to do business with. It’s about building trust. As people like, share, and comment on your posts, your brand’s visibility increases, driving more traffic and potential customers or MQL’s to your website.

And that’s where content marketing comes in. Every post, video, or infographic you share is a piece of the puzzle. It’s about weaving a story that resonates with your audience and aligns with your brand values. This cohesive approach to content marketing not only strengthens your online presence but also boosts your SEO rankings. This also works with Account based selling and marketing. Data doesn’t always get people to buy, but story’s and emotional connection does.

How Social Media Supports SEO: Content, Linked, Shared, Followers, Community, interactions, indexing

The competitive landscape of oil and gas is changing, and brand building isn’t just about logos and slogans; it’s about building real relationships and storytelling. It’s getting harder and you can not just post content and hope to close sales. Social media is your platform to engage with stakeholders, showcase your capabilities, and demonstrate thought leadership. It’s where brand building meets SEO, and together, they will propel your company forward and is a must if you want to compete effectively today.

Okay so your sceptical, maybe you have not seen online marketing actually work for your business as you might thing it can work for other businesses but for some reason your business segment is special.

Do me a favor: Make a really good, interesting and engaging video, get feedback from existing customer on it and then when it’s market ready spend advertising dollars to target your ideal demographics and to show it to alot of people, not like a few 100 people, I mean like 100,000 people+ and then target those people with a remarketing campaign with a strong Call-to-Action (CTA) and you will be a believer for life!

retargeting explained
seo for oil and gas companies
Local SEO - phone in front of map, across us, locations

Local SEO: Fine-Tuning Oil & Gas Audience

Finally, local SEO marketing is crucial for oil and gas companies to target potential customers in specific geographical areas. International SEO for oil and gas companies can improve their visibility in local search results by optimizing their website and content for local keywords and phrases and building local citations and backlinks from other local businesses and directories.

Picture this: You’re running a top-notch oilfield services company, and you want to attract clients in your area. Local SEO is your secret weapon. When someone in your city searches for “oilfield services near me,” you want your company to be front and center in those search results. That’s where local SEO steps in, helping you connect with potential customers right in your backyard.

Now, let’s zoom out globally. The oil and gas industry operates on an international scale, with companies spanning continents. Whether you’re based in Houston, Texas, or Aberdeen, Scotland, local SEO matters. People in oil-rich regions are constantly looking for industry experts nearby. By optimizing your online presence locally, you’re positioning yourself as the go-to provider in each region you serve.

But why does this matter so much? Well, think about trust and credibility. When a potential client searches for oilfield equipment suppliers or drilling services in their area, they’re more likely to trust businesses that show up prominently in local search results. Local SEO isn’t just about getting clicks; it’s about building relationships with customers who are right around the corner.

And let’s not forget about visibility. The oil and gas industry is competitive, and standing out in search engines can make all the difference. Whether you’re targeting businesses in the Permian Basin or exploration companies in the North Sea, local SEO helps you get noticed by the right audience at the right time.

So, fellow oil and gas professionals, let’s embrace the power of local SEO, Social Media, PR and Thought leadership. Whether you’re aiming to dominate your local market or expand your reach globally, optimizing for local searches or building offpage authority and backlinks, SEO, is key to attracting new clients, boosting credibility, and driving business growth in our industry.

If this blog resonates with you, I encourge you to stop wasting time and contact us today to get your oil and gas marketing efforts back on track.