Client Overview
LedEco Lighting is an Australian-based supplier of high-quality LED lighting solutions, specializing in energy-efficient products for both residential and commercial applications.
In January 2022, the company approached me to improve their organic search visibility and drive consistent online sales. The goal was to enhance rankings for high-value keywords, increase daily impressions, and generate sustainable revenue growth through organic search traffic.
Challenges
Upon initial review, LedEco Lighting’s website had minimal organic traffic and ranked poorly for core product keywords. Although the site was well-structured, it lacked optimized content, had minimal backlinks, and displayed underutilized on-page SEO elements.
Key issues included:
- Low keyword rankings for critical product pages.
- Minimal organic impressions and traffic.
- Lack of optimized product descriptions and category pages.
- Limited authority due to a weak backlink profile.
SEO Strategy
To transform LedEco Lighting’s online presence, I implemented a strategic SEO plan focusing on technical optimization, keyword targeting, and content improvements.
1. Technical SEO Audit & Fixes
A thorough technical SEO audit revealed minor issues such as slow load times, duplicate meta tags, and unoptimized images. I addressed these by:
- Compressing images and optimizing file formats.
- Enhancing website speed through caching and script minimization.
- Updating and refining meta titles and descriptions across all pages.
2. Keyword Research & Mapping
I conducted comprehensive keyword research, focusing on both high-traffic and long-tail keywords relevant to LedEco Lighting’s products. Key target terms included:
- “led fluro tubes” (Rank: 1, Monthly Volume: 250)
- “led driver” (Rank: 7, Monthly Volume: 800)
- “led fluorescent lights” (Rank: 5, Monthly Volume: 350)
- “4 core cable” (Rank: 3, Monthly Volume: 250)
I mapped these keywords to the most relevant product and category pages, ensuring alignment with search intent.
3. On-Page Optimization
I optimized product descriptions, headings, and alt text to reflect target keywords naturally, enhancing both readability and SEO performance. Each product page was updated to include:
- Unique and engaging descriptions.
- Bullet-pointed product benefits.
- Internal linking to related products.
- Structured data markup to improve search appearance.
4. Content Development
I created and optimized category pages targeting broader terms like “LED lighting solutions” and “energy-efficient lighting.” In addition, I developed blog content addressing customer queries and providing lighting installation guides.
5. Link Building Campaign
To strengthen LedEco Lighting’s domain authority, I launched a link-building campaign focusing on:
- Industry-specific directories.
- Guest posts on relevant home improvement and construction websites.
- Product feature articles on lighting forums and blogs.
Results (January 2022 – August 2022)
Rankings and Traffic
LedEco Lighting’s website saw dramatic improvements in keyword rankings:
- “led fluro tubes” – Rank 1 (Previously unranked)
- “4 core cable” – Rank 3 (Previously rank 12)
- “led fluorescent lights” – Rank 5 (Previously rank 18)
- “led driver” – Rank 7 (Previously unranked)
Impressions and Sales
- The website consistently achieved 5,000 daily impressions.
- 15 to 20 daily sales were generated directly from organic traffic.
Revenue Impact
- Monthly revenue from organic sales grew to $30,000 AUD by August 2022.
Next Steps
With the foundational SEO work complete, the next phase will focus on expanding content and targeting additional long-tail keywords. I have planned a 6-month content calendar with regular blog updates, new product launches, and further link acquisition to sustain growth and solidify LedEco Lighting’s position in the Australian market.
