With over 30 years of heritage, National Lighting is one of the UK’s largest lighting manufacturers. Known for its vast product range, unbeatable trade pricing and nationwide trade counters, the brand is trusted by both professionals and homeowners for quality lighting and electrical supplies.
In a fast-moving, highly saturated market, National Lighting needed a performance-led SEO partner to help them grow share in key product categories, improve visibility for non-brand terms and future-proof organic performance at scale. Climb & Conquer partnered with them to deliver just that – through deep technical refinement, targeted content and a clear growth plan across organic search.
What we did
We approached the project with a focus on long-term SEO scalability, underpinned by technical stability and commercial relevance.
Technical SEO Audit
We carried out a full technical audit to surface and fix crawlability, indexation and structural issues. From schema improvements to internal linking and performance optimisation, we ensured the site was fully prepared for growth with a tech roadmap and development support.
Category and Product Optimisation
We reworked the category framework, improved metadata and optimised core landing pages to better target user search intent. This ensured National Lighting could compete effectively across both generic and trade-focused product terms.
Content Production
Our team delivered commercially aligned content at scale, supporting new categories, long-tail keywords and enhanced product visibility. Every piece was written with the user and the search engine in mind.
What we achieved in 3 months
- Total impressions increased by over 50% (over 1m more)
- Total organic clicks up by over 15% (thousands more clicks)
- Non-brand visibility rose by over 65%
- Non-brand organic clicks increased by over 20%
- Significant category-level growth for high-priority commercial areas
- Improved site structure and content depth across key buyer journeys
