Lighting specifiers search in numbers: wattage, lumen output, colour temperature, beam angle, IP rating, dimming protocol. If those values live only inside a PDF datasheet, you are invisible at the exact moment a project is being specified. We turn your product data into pages that engineers, distributors and buyers can find, read and quote.
Lighting is one of the few B2B categories where the buying decision is almost entirely numeric. Specification pages win because they answer the comparison a buyer is already running in a spreadsheet. Here is the structure we build into every model page.
| Parameter | Typical range | Search behaviour it answers |
|---|---|---|
| Power | 20 / 50 / 100 / 150 / 200 W | Buyers shortlist by wattage before they look at anything else |
| Luminous flux | 2 000–32 000 lm, efficacy in lm/W | Efficacy comparisons drive replacement projects |
| Colour temperature | 2700 / 3000 / 4000 / 5000 / 6500 K, CRI 80–95 | CCT and CRI are typed into search alongside the fixture type |
| Beam angle | 15° / 30° / 60° / 90° / 120° | Optics decide whether a fixture suits a warehouse or a showroom |
| Ingress protection | IP20 indoor, IP65, IP66, IP67 outdoor | IP rating is the first filter in outdoor and food-area projects |
| Control | 0–10 V, DALI, TRIAC, DMX, motion sensor | Dimming protocol decides compatibility with an existing system |
| Dimensions | Length, diameter, cut-out, weight | Fitters check cut-out sizes before ordering |
Warehouse, cold store and production hall buyers search by mounting height, beam angle and lumen maintenance. These pages carry photometric files, mounting options and a comparison against legacy fittings.
Specifiers care about glare control, CRI and cut-out dimensions. Retail chains add beam uniformity and colour consistency. Pages mirror that language and show the value in a scannable table.
Outdoor buyers arrive with a site plan, a light level target and a mounting condition. Surfacing IP rating, surge protection and beam distribution turns a browse into a technical enquiry.
We audit lighting sites every month. The same five problems appear, and none of them are about the quality of the product.
Internal codes such as “HB-A150-4K-D” mean nothing to a buyer. If the page never says “150W UFO high bay 4000K DALI”, it cannot match the search that describes the same product.
A datasheet download hides every number from search engines and from mobile buyers. The page says “download the specification” and ranks for nothing.
Wattage, CCT and optic options usually get merged into a single family page. That page can rank for the family name and nothing else, while the long tail stays unclaimed.
A electrical contractor needs compliance documents and lead times; a homeowner needs a plug-and-play kit. One message aimed at both converts neither.
Product photography is your second catalogue. File names, alt text and surrounding copy determine whether those images surface in image search and shopping results.
Exporters sell into five regions but publish one English page. Each market has its own terms, voltage expectations and document requirements.
The work is organised around one idea: every commercially important model or family should have a page that reads like the first page of a datasheet and the last page of a sales conversation.
We map your range into fixture types, wattages, CCT options and control protocols, then match each cluster to the phrases buyers use. Keyword research in lighting means reading competitor datasheets, distributor filters and forum questions, not only volume estimates.
A family page owns the broad term and links down to variant pages for wattage, CCT and optic combinations that carry their own search demand. Internal linking is planned so variants support the family instead of cannibalising it.
Warehouse, cold storage, retail, office, car park, sports field and facade lighting each get a page that starts from the buyer’s site conditions and routes to suitable fixtures, with layout guidance and photometric references.
Product markup with real prices or availability where you publish them, BreadcrumbList across the catalogue, FAQPage on installation and compatibility, and Organization data that ties regional sites together. Structured data helps machines read what your engineers already know.
File names, alt text and captions carry the fixture type and key numbers. We rename exported photography in bulk, add a consistent alt pattern, and keep the exploded or dimension view next to the spec that explains it.
Lighting sites carry large images, filter URLs and duplicate colour variants. We fix crawl budget waste, compress media, stabilise layout, and make sure the pages that earn money are the ones being crawled.
Backlink building targets lighting associations, electrical wholesale directories, trade magazines and installation case studies. We also prepare market-specific document pages, because buyers search for the paperwork before they request a quote.
Where you sell in several regions, hreflang and market-specific pages keep the right catalogue in front of the right buyer. Export-focused manufacturers usually pair this with SEO For Exporters and SEO Services For B2B Manufacturers.
We test before we scale. Each stage has a deliverable you can review, and the next one starts only when the numbers make sense.
Crawl the catalogue, record index coverage, log which model pages already rank, and benchmark the three competitors who own your keywords.
Cluster demand by fixture type, wattage, CCT, IP rating and application. Assign one primary keyword per URL and flag the gaps.
Build one model page and one application page to completion, including schema, media naming and internal links. Review, then reuse.
Scale the template across the range, refresh quarterly, and report on specification-page sessions, downloads and quote requests by product line.
Anonymised account data, reported at the six-to-nine month mark. Direction and scale for that account only, not a promise for yours.
An LED high bay manufacturer, 8 months: project enquiries per month from organic search, led by a 150W IP65 spec page.
A commercial downlight brand, 6 months: non-brand impressions after splitting one family page into eleven variant pages.
An outdoor lighting exporter, 9 months: share of organic landing sessions arriving on application pages rather than the home page.
Nothing exotic is happening here. A page that states wattage, flux, CCT, beam angle and IP rating in text matches the query, satisfies the comparison and shortens the path to a quote. Everything else in the programme exists to make that page credible and findable.
Our team has run search programmes for lighting manufacturers, electrical distributors and OEM exporters. Copy is written by people who will ask your engineer what “UGR<19” actually means before publishing it.
A range of ninety SKUs is not the same job as a range of nine. After a call and a catalogue review, you receive a written scope with page counts, deliverables and reporting cadence. No price is published here because no two catalogues are comparable.
Variant and application pages often show impressions within four to six weeks because intent is specific. Competitive head terms such as “LED high bay” take longer, usually three to six months of consistent publishing and internal linking.
We draft it from your datasheets and drawings, then your engineer confirms every figure. Nothing numeric is published on assumption, and we remove any value we cannot trace to your documentation.
Yes. Publishing, technical repair and earned trade links only. We do not buy link networks, clone competitor pages or stuff keywords into parameter tables.
We describe what your team prepares for each target market and link to the documents you already publish. We never claim a certificate on your behalf, and we keep the wording factual rather than promotional.
Separate when the variant has its own search demand, such as wattage or CCT combinations. Options stay on the family page when buyers choose them after landing. We decide per cluster using query data, not a template rule.
Yes, but the priority is your own domain. Manufacturer pages should own specification queries; distributor listings support them. We can produce a co-op content plan if your channel partners want to republish specs.
Datasheets, product photography, a list of live SKUs and about two hours a month for approvals. If photography is missing, we plan a shoot list rather than reuse distributor images.
Want a second opinion on one model page? Send the URL and the three competitors you keep losing to. We will show you what the page is missing, in writing, before you commit to anything.
