Architects, electrical engineers, and facility managers are searching for lighting solutions right now. If your products don’t appear when they research fixtures, controls, and specifications, you lose the project before you ever knew it existed.
95 Projects delivers SEO, AI search optimization, and PPC strategies built for commercial lighting manufacturers, distributors, and reps. We drive visibility where specification decisions happen: in search results.
Monthly organic visits
High-quality backlink placements
Revenue from organic
Specifiers research online before writing schedules. Architects and lighting designers search for fixture types, photometric data, DLC-listed products, and energy rebate eligibility during the specification phase. If your product pages don’t rank for these terms, you’re excluded from the lighting schedule before the project goes to bid.
The LED transition created massive keyword opportunity. The shift from legacy fixtures to LED has generated an entirely new search landscape. Terms like “LED high bay retrofit,” “tunable white commercial fixtures,” and “PoE lighting systems” have growing search volume with relatively low competition. Companies that build content around these terms now will own the category.
Your rep network needs digital support. Lighting reps and agents cover territories, but they can only be in so many meetings. A strong organic presence generates inbound project inquiries, spec requests, and sample orders that supplement your rep coverage across every territory.
Product data is your competitive advantage in search. IES files, photometric reports, spec sheets, BIM/Revit models, and compliance documentation are exactly what specifiers search for. Most lighting companies bury this content behind download forms or PDFs that search engines can’t index. Unlocking it creates significant ranking potential.
Long project timelines require sustained visibility. A commercial lighting project can take 12 to 24 months from specification to purchase order. Your brand needs to show up consistently throughout that timeline across organic results, AI recommendations, and paid search.
Architects and lighting designers search for fixture types, photometric data, DLC-listed products, and energy rebate eligibility during the specification phase. If your product pages don't rank for these terms, you're excluded from the lighting schedule before the project goes to bid.
The shift from legacy fixtures to LED has generated an entirely new search landscape. Terms like "LED high bay retrofit," "tunable white commercial fixtures," and "PoE lighting systems" have growing search volume with relatively low competition. Companies that build content around these terms now will own the category.
Lighting reps and agents cover territories, but they can only be in so many meetings. A strong organic presence generates inbound project inquiries, spec requests, and sample orders that supplement your rep coverage across every territory.
IES files, photometric reports, spec sheets, BIM/Revit models, and compliance documentation are exactly what specifiers search for. Most lighting companies bury this content behind download forms or PDFs that search engines can't index. Unlocking it creates significant ranking potential.
How many high-intent prospects find you through search each month. We optimize for leads that convert to real opportunities.
We connect search performance to actual pipeline and closed deals, not just rankings and traffic numbers.
Organic search compounds over time, reducing your cost per lead while paid channels get more expensive every quarter.
Rankings across Google, AI search platforms, and industry-specific searches where your buyers are actively looking.
ChatGPT Result
Revenue
Time to Results
Increase in Commercial Keywords
Increase in Top 3 Rankings
Monthly Visitors
Collection Page Clicks
Sales Page Clicks
Time to Results
• Local SEO for showroom and distribution locations
• Monitoring AI search visibility across ChatGPT, Google AI Overviews, and Perplexity
• Landing page optimization for spec sheet downloads, sample requests, and quote inquiries
We learn your product lines, target specifiers, distribution model, competitive landscape, and revenue goals. You'll leave with a clear picture of the opportunity.
We audit your site, analyze competitors, map the keyword landscape across fixture types and applications, and build a prioritized 90-day plan.
Our team implements technical improvements, creates specification-optimized content, launches PPC campaigns, and builds links through industry publications and associations.
Monthly reports detail what we did, what moved, and what it means for your pipeline. Quarterly reviews ensure the strategy adapts to new product launches and market shifts.
Something fundamental is changing in how buyers find suppliers. ChatGPT, Perplexity, and Google AI Overviews are answering procurement and product research questions with synthesized recommendations. If your company is not part of those answers, you are invisible to a growing segment of decision-makers.
If you are not showing up in AI search results, you are losing pipeline you never even knew existed. We optimize your content, authority signals, and structured data so AI platforms recognize your company as a trusted source in commercial lighting.
In commercial lighting, a single deal can be worth thousands or tens of thousands. That means every organic lead has outsized revenue potential.
Buyers in this space stick with suppliers they trust. One client won through search can generate revenue for years.
Unlike paid ads that get more expensive every quarter, SEO compounds. The content and authority you build today keeps generating leads next year.
Your prospects do extensive research before making purchasing decisions. That means they are searching, and you need to be there when they do.
Your customers don’t browse and impulse-buy. They research, compare specifications, and make technical decisions. Our SEO strategy maps to this process, targeting the searches that happen at each stage of the specification journey.
We’ve optimized sites with thousands of SKUs, complex product relationships, and dense technical content. We know how to make your catalog work for search engines without compromising the user experience specifiers need.
SEO, AI search optimization, and PPC complement each other in our approach. You build long-term organic authority while PPC captures immediate project opportunities and AI search keeps your brand visible in emerging channels.
We report on project inquiries, spec sheet requests, and qualified leads, not just rankings and impressions. You’ll see exactly how search performance connects to your sales pipeline.
Have questions about working with us? Book a 30-minute strategy call to discuss your goals and see if we’re a good fit.
No-pressure conversation
Clear next steps (if we’re a fit)
Talk directly to an expert
We structure your catalog for search by creating optimized category pages around fixture types and applications, implementing proper canonical tags and internal linking, and building landing pages for high-value specification queries. This ensures search engines can crawl and rank your most important product content.
Yes. Architects and specifiers search for specific fixture types, photometric performance, compliance certifications, and application guidance. We target these specification-stage queries with optimized product pages and educational content that positions your brand as the expert source.
We develop strategies that account for channel dynamics. For manufacturers, we focus on brand authority, specification-stage content, and rep support. For distributors, we emphasize local SEO, product availability, and fast-fulfillment messaging. Both strategies work together to drive qualified inquiries.
Most commercial lighting clients see measurable ranking improvements within 90 days and significant lead growth within six to nine months. PPC generates immediate traffic and project inquiries while organic rankings build.
Both. PPC provides immediate visibility and data on which terms drive project inquiries. SEO builds long-term equity and reduces cost per lead over time. We typically launch both simultaneously and optimize budget allocation based on performance data.
Specifiers increasingly use AI tools like ChatGPT and Google AI Overviews to research lighting solutions. We optimize your content and brand presence to appear in these AI-generated recommendations, ensuring you’re visible in this emerging discovery channel alongside traditional search results.
