Strategic digital marketing for lighting wholesaler increases organic visibility beyond branded search with SEO support from GrowTraffic
Searchlight is a leading supplier of lighting solutions, providing products and expertise to customers both in wholesale and retail. The business had built a successful brand presence, but its website was primarily being used as a resource for existing customers rather than as a tool for generating new business opportunities.
When Searchlight approached GrowTraffic in February 2023, their marketing team wanted to unlock the potential of organic search and use SEO to reach new audiences.
At the start of the project, Searchlight’s website was heavily reliant on branded search. A February 2023 SEO audit showed that 91% of traffic was coming from branded search terms.
With a competitive B2B market and a wide range of products, Searchlight needed an SEO strategy that would improve rankings and increase relevant organic traffic for broader search terms.
Searchlight partnered with GrowTraffic to develop and deliver an ongoing SEO strategy focused on increasing organic visibility within the lighting industry.
The key objectives were to:
The campaign began with an SEO audit to identify opportunities across the website.
The initial audit highlighted that while Searchlight had strong brand recognition, however, the website was missing opportunities to capture new users searching for relevant industry and product terms.
GrowTraffic worked alongside Searchlight to implement ongoing onsite SEO improvements, ensuring key landing pages and products were optimised for the right audiences and search queries.
We also developed a content strategy designed around relevant industry topics. This included creating and optimising SEO articles designed to increase visibility for non-branded search terms.
In January 2026, Searchlight launched a complete website rebuild.
GrowTraffic worked closely with Searchlight throughout the transition, supporting the rebuild process and helping protect existing visibility.
Over the years of working together, GrowTraffic has helped Searchlight transform its website from a primarily branded resource into a platform capable of attracting new audiences through organic search.
Traffic has increased by
increase of keywords on page 1
increase of new site visitors