Building an SEO Foundation for Sustainable Organic and AI Search Growth

Industry:
LED & Lighting Solutions
Services:
SEO
Timeframe:
March - August 2026

Opportunity

NDR Lighting is a North AmericanLED lighting manufacturer with more than 18 years of experience serving the North American market. Unlike direct-to-consumer lighting brands, NDR sells exclusively through electrical distribution channels.

Its website plays an important role in building brand awareness and educating a B2B-first audience of electrical contractors, distributors, engineers and designers, making organic visibility critical even without a traditional eCommerce conversion funnel.

Challenges

NDR came to NetElixir with a mobile-friendly website but a limited SEO foundation. Technical issues, content gaps and minimal search-feature visibility were restricting the brand’s ability to compete organically in an established lighting category.

An initial audit uncovered 87 pages with short title tags, 30 with duplicate titles, 42 with short meta descriptions and 30 with duplicate meta descriptions. The site was also missing a robots.txt file and contained internal redirects, broken-page issues and schema errors.

Beyond traditional SEO, NDR had near-zero SERP feature presence and no visibility among top AI-cited domains.

The challenge was twofold: strengthen the site's technical SEO foundation while simultaneously building the content authority needed to improve traditional search and emerging AI visibility.

Results

Within six months, NDR began seeing measurable improvements across both organic search and overall website engagement.

Organic search performance

+21.15%

New Users

+7.03%

Organic Sessions

+50%

Organic CTR
from 4% to 6%

The improvements extended across the website overall

+26.04%

New Users

+11.21%

Sessions

+100%

Organic CTR
from 3.6% to 7.2%

NDR's AI Visibility also increased from 7% to 9.7%, a 2.7% increase within 5 months.

Solution

NetElixir developed a comprehensive SEO roadmap focused on three areas: technical health, content authority and AI/GEO readiness.

Strengthening the technical foundation:
The team addressed 301 redirects, metadata, alt text and 404 errors across the site while correcting duplicate Organization, Breadcrumb, Video and Blog schema. These improvements gave search engines a cleaner, more structured foundation for discovering and understanding NDR's content.
Building content authority:
‍NetElixir wrote blog posts and updated category pages to expand keyword coverage and improve relevance. A prioritization roadmap and buying-guide recommendations identified opportunities around high-intent, lower-competition commercial keywords.
Preparing for AI-driven discovery:
‍NetElixir also strengthen NDR’s E-E-A-T signals with About Us content and company vision and mission information to strengthen E-E-A-T and overall brand authority signals.

NetElixir helped us beef up our website's content and kick off a GEO strategy for our B2B company for the coming years. The work relationship was well structured and the NetElixir team guided us through the different steps masterfully. Six months in we are already seeing positive results from the changes made by them.

- NDR Lighting

Solution

NetElixir developed a customer acquisition strategy focused on expanding reach and attracting first-time buyers during the holiday season. Rather than relying solely on product-focused messaging, the team emphasized solution-oriented creative that highlighted Burgers' Smokehouse as a convenient, high-quality option for holiday meals and gifting occasions. This approach helped the brand connect with new audiences while addressing the needs of shoppers navigating a busy holiday season.

  1. Advanced Audience Acquisition:
    Using Google Performance Max and Meta Advantage+ campaigns, NetElixir prioritized new customer acquisition by targeting users who had not previously engaged with the brand. Strategic bidding and audience signals ensured budget was directed toward prospective customers most likely to convert.
  2. Aggressive Peak-Season Scaling:
    ‍    Recognizing that holiday demand would peak within a limited timeframe, NetElixir proactively increased media investment during key shopping windows. Budgets were scaled during critical periods to maintain share of voice and capture high-intent holiday shoppers before shipping cutoffs.
  3. Cross-Channel Coordination:
    ‍    Paid Search and Paid Social worked together to create a full-funnel customer journey. Search campaigns captured high-intent shoppers actively researching holiday meals and gifts, while social campaigns expanded awareness among new audiences and helped drive demand earlier in the purchase cycle.

NetElixir did a great job of bringingin new customers.

Chris Mouse
Vice President, Direct Marketing,
Burger Specialty Foods

Building Visibility for What Comes Next

For NDR Lighting, SEO wasn't simply about driving more website traffic. It was about creating the technical and content foundation needed to compete for visibility wherever customers are searching.

By addressing foundational SEO issues while simultaneously optimizing for traditional and AI-driven discovery, NetElixir helped NDR establish a stronger digital presence and a scalable foundation for continued organic growth.

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