Mikro Aydınlatma

Mikro Aydınlatma (Mikro Light & Project) is a company that makes track spotlights, downlights and LED luminaires used in store and display window lighting. The company already had a working website; the real need was for the site to be found more easily in search engines and to describe its products more clearly.

Services Provided

SEO Work

SEO was the main weight of the project. We carried out keyword research for product groups such as track spotlights, downlights and LED luminaires, and reorganized page titles, descriptions, URL structure, heading hierarchy and image alt text around these searches. By strengthening the content of product and category pages, we aimed for the site to rank higher in relevant searches.

Website Improvements

Instead of rebuilding the existing site completely, we improved it: we made the product highlights on the homepage clearer, simplified the menu structure and gave the product pages a layout that search engines and visitors can easily understand.

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Project Summary

Client: Mikro Light & Project

Industry: Lighting (track spotlights, downlights, LED luminaires)

Year: 2016

Services Offered:

• SEO Work (main focus)
• Website Improvements

Result: With a website structured by product group and made suitable for search engines, Mikro Aydınlatma reached a more visible position in lighting searches.

A closer look at the Mikro Aydınlatma project

The Mikro Aydınlatma project aimed to help a working website be found more easily in search engines, instead of building a new one. In this section we cover the company’s initial need, the steps we followed in the lighting SEO work, and what companies that want to improve their existing site should pay attention to.

The project dates from 2016. The way search engines work has changed in many respects since then, so as we describe what was done in the project, we also point out the basic principles that still apply today.

Starting point: a working site that needed more visibility

Mikro Light & Project is a company that makes track spotlights, downlights and LED luminaires used in store and display window lighting. The company already had a working website. The real need was for the site to be found more easily in search engines and to describe its products more clearly.

We come across this picture with many manufacturers. The site is live and the contact details are correct, but the pages do not speak in the words customers use when they search. On the Mikro Aydınlatma project too, we put the weight on SEO rather than on changing the design from scratch.

Separating product groups correctly in lighting SEO

Track spotlights, downlights and LED luminaires may sit side by side in the same product range, but they answer different needs. Track spotlights, with their adjustable beam direction, are used to highlight products and display windows, while downlights are recessed into the ceiling for general lighting. LED luminaire is an umbrella term that describes a much wider range of products than either of these groups.

The people searching for these products can differ too: a business owner fitting out a new store, an interior architect preparing a project, or a company doing the installation. In lighting SEO work, describing each product group on its own page together with its own area of use gives a clear answer to each of these different needs.

The balance between technical terms and everyday language

Technical terms are used heavily in the lighting industry, but customers do not always search with these terms. When pages include both the technical name used in the industry and the everyday equivalent, visitors with different levels of knowledge can reach the same page. This balance is especially important for manufacturers like Mikro Aydınlatma that speak to both professionals and business owners.

The steps of lighting SEO work

Lighting SEO work starts with understanding how product groups are searched for. Then the site’s titles, addresses and content are organized to match these searches. These were the main headings of the work we carried out for Mikro Aydınlatma.

Keyword research by product group

We carried out keyword research for product groups such as track spotlights, downlights and LED luminaires. Identifying the phrases customers use when searching for each product group makes clear which words the pages should be built around. The same product can be searched for under different names; for example, track spotlights can also be searched for as “track spots.”

Another aim of keyword research is to give each page a single, clear focus. Several pages targeting the same word compete with each other; collecting each product group on its own page makes things more orderly for both the visitor and the search engine.

Page titles, descriptions and URL structure

We reorganized page titles, descriptions and URL structure around the identified searches. Because the page title can be the first text seen in a search result, it should clearly carry the name of the product group. Readable URLs tell both visitors and search engines which product group a page belongs to.

Descriptions can serve as the source of the short summary in a search result. A description that covers both the product group and its area of use shows the searcher in advance what they will find on the page. In lighting SEO work, this field is a small but important difference that affects the decision to click among pages offering similar products.

Heading hierarchy and image alt text

We organized the heading hierarchy within pages and the image alt text with the same logic. When the main heading describes the page’s topic and the subheadings describe product features or areas of use, the structure of the content becomes clearer for search engines. The alt text of product images describes which luminaire appears in the image.

Strengthening product and category content

By strengthening the content of product and category pages, we aimed for the site to rank higher in relevant searches. Pages made up of only an image and a product code have trouble telling search engines what they are about. Short but clear text that describes the area of use, the key features and what sets the product group apart fills this gap.

A similar approach applies to category pages. A short introduction of a few sentences above the product list makes the visitor’s choice easier by describing which spaces the products in that group suit and how they differ from one another.

Improving instead of rebuilding: changes on the web side

Instead of rebuilding the existing site completely, we improved it. Rebuilding a working site from scratch can be a heavy load in both time and budget; in many cases, edits made at the right points meet the same need faster. On this project we focused on three areas:

• Product highlights on the homepage: We made the highlights clearer so that visitors understand at first glance which products the company makes.
• Menu structure: We simplified the menu to make the product groups easier to reach.
• Layout of the product pages: We gave the product pages a layout that search engines and visitors can easily understand.

These changes are not separate from the SEO work. A simple menu also makes it easier for search engines to understand the structure of the site, and clearer product highlights help visitors coming from search move on to the right page.

In practice, simplifying the menu means that visitors can see the product groups at first glance and reach a product without passing through unnecessary intermediate pages. A small number of clearly named menu headings speeds up the visitor’s decision and also shows search engines the main topics of the site.

Improve the site or build a new one?

It would not be right to say that every site can be saved by improvements. Difficulty managing content, serious technical problems or a change in the brand’s identity can make a new site necessary. But when, as in the Mikro Aydınlatma example, the infrastructure works and the problem lies mainly in content and structure, improving the site is usually a more efficient starting point.

How do we work on lighting SEO projects?

In projects that aim to increase the visibility of an existing site, our order of work is meant to keep changes controlled and measurable:

1. Reviewing the current state: We review the site’s page structure, titles, content and menu.
2. Matching product groups: We match each product group with the search phrases customers use.
3. Setting priorities: We build a work order, starting with the most important product and category pages.
4. Applying the changes: We update titles, descriptions, URLs, heading hierarchy, alt text and content.
5. Following up: We watch the effect of the changes on search visibility and, if needed, take another look at the pages.

This order aims to keep lighting SEO work from staying a one-time fix and to turn it into a habit that can be kept up as the site grows.

Lessons from the Mikro Aydınlatma experience

Although the way search engines evaluate sites has changed since the project, some basic principles still hold. Google’s current SEO starter guide also covers most of these principles. Our recommendations for lighting companies that want to improve their existing site:

• Name product groups in your customer’s language. Use the phrases people search for in page titles instead of technical codes.
• Give each product group its own page. Describing track spotlights, downlights and LED luminaires on the same page means none of them stands out clearly.
• Handle URL changes carefully. If addresses change, connect the old addresses to the new ones with permanent (301) redirects; otherwise the existing visibility may be lost.
• Describe images. Alt text gives search engines important context on image-heavy product pages.
• Build the homepage as a door to the product groups. Visitors should understand what the company makes at first glance on the homepage and be able to move to the relevant group in one click.
• Connect project images with product pages. Photos of the store or display window where a product was installed show the visitor how the product looks in the field, next to the technical information.
• Do not treat SEO as a one-time job. As new products are added, page titles, descriptions and content should be prepared with the same care.

For another lighting project that began with a corporate site built from scratch, you can look at our 2S Lighting project. Read side by side, the two projects show concretely the difference between improving a site and building a new one in the same industry.

Frequently asked questions

Which services were provided in the Mikro Aydınlatma project?

In 2016 we mainly did SEO work for Mikro Aydınlatma and improved its existing website. Instead of rebuilding the site from scratch, we structured it by product group and made it suitable for search engines.

What does lighting SEO work cover?

Lighting SEO work covers keyword research for product groups, page titles, descriptions, URL structure, heading hierarchy and image alt text. Strengthening the content of product and category pages is also part of this process.

Can SEO be done without rebuilding the existing site?

Yes, a working site can often be improved for SEO without being rebuilt. Edits to titles, content, the menu and page layout aim to improve search visibility without building the site from scratch.

Does SEO work guarantee a specific ranking?

No, no SEO work can guarantee a specific ranking. Factors outside your control, such as competing pages and the criteria search engines use to evaluate sites, also determine rankings.

Are separate pages needed for track spotlights and downlights?

Yes, because different product groups are searched for with different phrases, it is better to give each its own page. That way each page describes its own product group clearly and matches relevant searches better.

Does changing URLs affect existing rankings?

It can; that is why, when addresses change, the old URLs need to be connected to the new addresses with permanent (301) redirects. This way, visitors and search engines arriving at the old address reach the right page.

Let’s review your site’s visibility together

If you have a working site but your products do not show up enough in searches, let’s look at your current structure together. As in the Mikro Aydınlatma project, we can work out together what can be fixed without rebuilding the site from scratch.

You can learn more about our SEO service and our digital marketing work, or write to us through our contact page.