Ozlighting is an Australian online lighting retailer that has a huge collection of indoor & outdoor lighting products, including downlights, pendants, lamps and many more. With over tens of thousands of organic searches per month around the online lighting & lighting store space, needless to say, it’s quite a competitive industry.
With their organic revenue stagnating and organic visibility not seeing much improvement, Local Digital was tasked with improving their website visibility at an overall and also granular level (targeting high-value search terms that was not previously ranking) which would lead to an increase in their SEO traffic and organic revenue.
Our initial audit confirmed that key pages lacked target keyword optimisation for important areas of SEO such as the metadata, header tags, and page copy.
After updating the key landing pages and category pages, we tasked our copywriter to have content written across all of the category pages. This content was then optimised for organic search using our internally developed content optimisation tool that leverages Google’s Natural Language.
We completed a comprehensive technical audit on the website and resolved numerous technical issues on the site, including redirecting hundreds of 404 pages that were still capturing traffic across various sources.
A link-building campaign was also launched to increase the domain’s authority. Prospecting relevant, high-quality domains and establishing links on them strengthened the authority of the Ozlighting domain and resulted in improved rankings.
Now more than half a year into the campaign – we’re seeing a 46% increase in overall organic visibility since the start of the campaign – a significant improvement; this resulted in a 60% improvement in SEO traffic.
There was also a significant increase across target search terms with competitive keywords such as lighting store improving 45 positions – from position 53 to the 8th position.
As a result of the significant uplifts in target & money keywords, organic revenue increased by 109% year-on-year! This is largely attributed to a number of high-volume target keywords now ranking on the first page, with the number of keywords appearing in the top ten positions increasing by 34%.
