From Decline to Dominance – How Simply Switch Reclaimed Its Place in the Energy Market
Stonechat Digital helped Simply Switch, one of the UK’s longest-running comparison sites, bounce back from multiple Google core updates and years of declining visibility.
By combining the four pillars of our DDPP framework – Digital, Data, Partnerships, and Platforms – we revitalised their organic presence, rebuilt content trust, and powered their pages with live energy data from The Energy Shop API, creating a scalable, future-proof model for growth.
The Results
150%
Increase in organic traffic
228%
Increase in organic visibility
1000+
Outdated articles removed
Top 10
Rankings for high-value energy comparison keywords
Background
Founded in 2003, Simply Switch built a strong reputation as a UK price comparison site, helping customers find the best deals across energy, broadband, and finance.
But by 2024, years of accumulated legacy content and multiple Google core updates had eroded its visibility.
Organic traffic was in steep decline, tracking setups were outdated, and the website’s content strategy lacked focus.
When Stonechat Digital came on board in June 2025, the objective was clear:
Clean up the noise, rebuild the foundation, and make Simply Switch competitive again.
Our Approach
Digital: Rebuilding Quality and Relevance
Stonechat transformed static comparison pages into dynamic, data-driven experiences powered by The Energy Shop API.
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Integrated server-rendered tariff tables showing real-time, crawlable energy prices.
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Ensured tables refreshed every 10–15 minutes, displaying the most accurate national rates.
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Introduced transparent “last updated” timestamps and disclaimers to improve user trust.
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Boosted freshness signals that lifted rankings for key queries like “cheapest energy supplier UK”.
By linking Simply Switch’s content with live market data, we created a dynamic system that keeps customers informed and search engines engaged.
Data: Powering Pages with Live Tariff Intelligence
Using data from SEMrush, HubSpot, and Search Console, we built a live performance framework connecting content output to MQLs.
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Created keyword universes segmented by persona (OEM, dealer, distributor) and industry.
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Benchmarked competitors like Cortona3D to identify content gaps and priority themes.
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Integrated LLM visibility tracking to monitor how often Partful appears in AI-generated results, providing future-proof insights for organic growth.
Partnerships: Collaboration That Scales
Stonechat established a shared growth framework between Simply Switch and The Energy Shop, creating value for both brands.
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Connected Simply Switch’s editorial platform with The Energy Shop’s live tariff data feed.
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Enhanced user trust and accuracy through transparent, data-backed comparisons.
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Strengthened authority for both brands via cross-domain relevance and technical collaboration.
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Set a blueprint for future Stonechat partnerships that merge content, data, and commercial strategy.
This collaboration showcased the power of Stonechat’s partnership dial — where shared data drives mutual growth.
Platforms: Tracking, Analytics, and Accountability
Stonechat rebuilt Simply Switch’s analytics infrastructure for precision and scalability.
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Overhauled GA4 and Google Tag Manager setups to restore tracking reliability.
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Configured event-based tracking to capture accurate user journeys and performance metrics.
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Introduced cleaner reporting pipelines to measure the impact of new content and technical changes.
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Enabled data-driven decisions that continuously refine performance and ROI.
With accurate data at its core, Simply Switch can now confidently measure, adapt, and scale its digital strategy.
Conclusion
Through a full-scale recovery and technical transformation, Stonechat Digital helped Simply Switch move from a legacy comparison site to a data-driven energy information hub.
By executing across all four pillars of our DDPP framework, we turned a struggling brand into a sustainable growth story — where live data, strong content, and clear measurement now work seamlessly together.
Simply Switch is once again a trusted name in UK energy comparison — and it’s only just getting started.
Wirral, United Kingdom
