Cold weather and price rises produce the demand. Searches about reducing bills surge within days of either, and the pages that answer them are read by people ready to spend if somebody tells them what works.
The worth-it question is the biggest gap. People want a genuine comparison rather than an advertisement, and a page that says when a measure does not pay is trusted on everything else it recommends.
Grants are searched constantly because they keep changing. Eligibility, what has to be done first and whether a scheme still exists is exhausting to follow, and being the source that keeps it current attracts steady traffic.
Landlords search under obligation. Minimum standards for rented property are a deadline rather than a choice, and that audience wants compliance and a certificate rather than a lower bill.