SEO-led strategy to reduce support tickets for Shell Global
Digital content is the first and often the last point of contact for customers in a state of urgency. A global SEO strategy produces many benefits for both customers and support agents.
Client: Shell Global
Site: https://support.shell.de/hc/de
Shell's customer support pages had an opportunity to deflect common FAQ queries from phone lines. Hundreds of thousands of support tickets were flooding the agent phone lines, but the majority were simple FAQs that delayed agents from resolving complex, high-impact cases. It was a pattern across multiple markets.
The scope of work required data analysis, keyword research, content auditing, client team upskilling and performance benchmarking. The global strategy was used across three different markets from Europe to Asia.
After strategy and planning sign-offs, the execution was done in short turnarounds depending on each local market team's response time to specified milestones. Within roughly three-month timeframes, the post-implementation reports showed measurable reductions in support tickets and gains in organic traffic.
The post-90 day results were a reduction in the average number of customer support centre self-serve tickets by 43%. Organic traffic to support pages grew by 8,848%+ over 90 days.
It meant thousands of customer support agent calls were reduced and online support page traffic went from inconsistent <100 monthly visitors to 2.2k+ monthly visits. Early signs suggest organic traffic may continue to grow, alongside improvements to customer experience and site visibility.
