Content Strategy for B2B Relevance

Global Lighting Tastemakers


As a team helping our clients rank in their areas of expertise using only exemplary content strategy, creation and management, we always push ourselves to think outside the proverbial box to make every effort to have them rank in ways that go beyond a company name. This includes content segues that broaden relevance.

In What Area Do You Have
the Most Authority?

For this case study, we present the strategy we use for our client Global Lighting (GL), a distributor of high-end lighting from Europe with a luxury point of view. In order to give the company a leg up with discerning design-o-philes, we continually produce profiles of the designers of the fixtures they bring to North America, many of the professionals already seen as notable talent in Europe (and, increasingly, thanks to us, in North America). We also tap influencers in the industry to highlight as tastemakers, asking them to review their favorite fixture among GL’s offerings.


Global Lighting Designers


These are sideways moves to increase awareness for the company and to satisfy the task of beefing up the content on the B2B site, a designation which means it lists products like a B2C (e-commerce) site but it doesn’t have a shopping cart. Anyone who maintains B2B sites for clients knows what a challenge this can be because no one wants to read a 300+ word description of a light fixture! But 300 is the minimum word count that help pages or posts rank higher on non-e-com platforms.

Google, for instance, will give a pass to an e-commerce site where word count is concerned by allowing it to have a lower number of words on a page when it includes a purchase option. Since we are working with a CMS and not an e-com framework, we increased our word count by adding the profiles of the designers who created the fixtures and of the tastemakers who reviewed them to the product pages in special fields created by the programmer. We then created a page for each of the profies filled with SEO-rich content on them, including finely crafted text that tells their story, internal links to the products they designed or reviewed and external links to their own websites for link juice, and images into which we position GL with the designers and tastemakers in the alt text field. Not only have the profiles served the company brilliantly, they have given us significant organic SEO gains for our portfolio.


Incognito Search for Matteo Ugolini


The proof of our success in expanding the company’s relevancy is the screenshot above of the SERP returned when we perform a Google search in an Incognito Window using the name of one of the Italian designers that GL has featured, Matteo Ugolini.* In the SERPs, GL’s site comes up before any other site, even the designer’s. This means that anyone in the US looking to buy his products find their way to GL’s offerings before anyone else’s. Because busy interior designers, architects and lighting reps looking for high-end lighting make up GL’s target audience, asking them to travel the circuitous route of clicking through to Matteo’s website, then to the manufacturer’s website that is second in the search, and then to GL’s site would be asking a great deal so our job is to make it as easy as possible for potential professionals to find our client’s products. In this instance, we celebrate a hearty win!

*In all of the searches we present in any of our case studies, we carry them out in an incognito window so that our prior history won’t be tracked, which would skew our results.

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