Increasing LED Save’s Non-Brand Users by 223%

Partnering with LED Save

LED Save sells LED lighting to other businesses. They’re a purely transactional focused website focused on selling to other businesses, shipped directly from their warehouse in Hull. LED Save was one of our first B2B clients, this case study illustrates that our approach to SEO eCommerce is scalable and works across any industry. 

Our strategy focused on:

• Post-migration review and clean up after moving to Magento 2
• Navigation clean up for mobile UX
• Internal linking optimisation to core categories
• Creation of new categories to build out site architecture
• Renaming of categories and products inline with Google Shopping data

The Challenge

LED Save had seen stagnation in SEO traffic over the past 18 months with no keywords in the top 3 of Google. 

With that in mind, our aim was to: 

1. Turn traffic around after their migration to Magento 2. LED already had a decent level of backlinks vs. its closest competitors
2. Clean up the onsite architecture, internal linking and keyword targeting.

Our Strategy

Through competitor analysis, keyword research, Google shopping testing and data analysis, we identified that the site’s targeting of niche B2B terms was poor. 

With that in mind, the strategy involved:

• Merchandising clean up, recategorisation of products and introduction of new categories
• Removal of old categories that had limited or no stock
• Migration of certain products to simple products in Magento
• Introduced a brand new navigation driven by SEO terms
• Renamed a large proportion of the products based on Google shopping data
• Internal linking clean up to improve the architecture of the site