Google Search Online lighting retail

How Ozlighting lifted organic revenue 109% in a crowded lighting market

Ozlighting had the range but organic revenue had stalled in a market with tens of thousands of searches a month. Onsite optimisation, category content, technical fixes and links lifted visibility 46%, traffic 60% and revenue 109%.

I Want Results Like This Revenue up 109% year on year
Pendant lights hanging over a workspace, from OzLighting
109%Organic revenueYear on year
60%SEO trafficvs campaign start
46%Organic visibilityvs campaign start
34%More top 10 keywords
01

The problem

Ozlighting is an Australian online lighting retailer with a huge range across indoor and outdoor lighting: downlights, pendants, lamps and plenty more. With tens of thousands of organic searches a month around online lighting and lighting stores, it is, needless to say, a competitive industry to be found in.

Organic revenue had stagnated and visibility wasn't moving. Our brief was to improve visibility at the overall level and at the granular level, targeting high value search terms the site had never ranked for, so that SEO traffic and organic revenue grew with it.

What we were up againstOrganic revenue flat in a highly competitive spaceKey pages with no target keyword optimisationHundreds of 404 pages still capturing trafficHigh value terms the site had never ranked for
The Ozlighting homepage at the start of the campaign: a big range, but key pages with no keyword targeting.
The Ozlighting homepage at the start of the campaign: a big range, but key pages with no keyword targeting.
02

What we did

Our initial audit confirmed that key pages lacked target keyword optimisation in the areas that matter most: metadata, header tags and page copy. That set the order of work. Fix the key landing and category pages first, then content, then the technical debt, then authority.

1Optimised the key pagesMetadata, header tags and copy on the key landing and category pages were rewritten around their target keywords.
2Category content, run through NatchOur copywriter produced content for every category page, optimised with Natch, our in-house tool built on Google's Natural Language API.
3Fixed the technical debtA comprehensive technical audit resolved numerous issues, including redirecting hundreds of 404 pages that were still capturing traffic from various sources.
4Built domain authorityA link building campaign prospected relevant, high quality domains and secured links on them, strengthening the Ozlighting domain and lifting rankings.
The Downlights category page: optimised heading and new copy sitting above 130 products.
The Downlights category page: optimised heading and new copy sitting above 130 products.
03

The results

More than half a year in, overall organic visibility is up 46% since the start of the campaign, which has driven a 60% improvement in SEO traffic. Competitive terms moved sharply: lighting store climbed 45 positions, from 53 to 8. Organic revenue is up 109% year on year, with 34% more keywords in the top ten.

Keyword movement
Search termBeforeNow
lighting stores538
australian lighting172
square fan347
outdoor spotlight167
led recessed downlights31
Start and end rank across the campaign for a sample of the 230 tracked terms.
Organic keywords in Ahrefs, September 2021: 7,059 ranking, 623 in positions 4 to 10, 154 in the top 3.
Organic keywords in Ahrefs, September 2021: 7,059 ranking, 623 in positions 4 to 10, 154 in the top 3.

High volume target keywords now sit on the first page, and that's where the revenue is coming from. The remaining category pages and ongoing links are where it compounds next.

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