Lano Equipment
SEO strategy for a large US equipment catalogue, focused on commercial search intent, category optimisation, content structure and internal linking.
Visit live siteCommercial intent
- Client
- Lano Equipment
- Industry
- Industrial Equipment · E-commerce
- Project type
- E-commerce SEO
- Year
- 2025
- Services
- E-commerce SEOCategory OptimisationContent StructureInternal Linking
The business
Lano Equipment sells industrial equipment through a large US catalogue, where the pages that need to rank are the ones people buy from.
At that scale the catalogue cannot be optimised one page at a time: category and product pages compete on commercial search intent against national distributors, and the structure has to carry the work.
The challenge
For a large equipment catalogue the pages that need to rank are the ones people buy from. Category and product pages compete on commercial search intent against national distributors, and a catalogue that size cannot be optimised one page at a time.
The approach
The strategy is built around commercial search intent: mapping the terms buyers actually use to the category pages that should answer them, optimising those categories, structuring the content beneath them, and linking the catalogue internally so authority reaches the pages that convert.
Commercial keyword research
Mapped the terms buyers actually use to the category pages that should answer them.
Category and page optimisation
Optimised the categories that carry commercial intent, and the product pages beneath them.
Technical review
Reviewed the crawl and category structure so search engines read the catalogue the way buyers do.
Content structure
Structured the content beneath each category so it supports the commercial page rather than competing with it.
Internal linking
Linked the catalogue internally so authority reaches the pages that convert.
Opportunity identification
Identified where organic visibility could be won across the range, to prioritise the commercially important pages.
What we worked on
- Keywords
- Commercial search-intent mapping
- Buyer terms to category pages
- Categories
- Category page optimisation
- Product page structure
- Technical
- Crawl and category clarity
- Technical review across the catalogue
- Content
- Content structure beneath categories
- Internal linking
- Categories to products
- Authority to converting pages
- Opportunities
- Organic opportunity identification
- Prioritisation of commercial pages
The solution
An e-commerce SEO strategy covering category optimisation, content structure and internal linking across the US catalogue - a system for the whole range rather than fixes for a handful of pages.
- Commercial intent
- Category mapping
- Page optimisation
- Content structure
- Internal linking
- Prioritisation
Business value delivered
A more structured organic-search model for a large equipment catalogue, helping prioritise commercially important pages and improve crawl and category clarity.
- Commercially important pages identified and prioritised
- Clearer crawl and category structure
- Content organised to support the pages that sell
- Internal linking that routes authority to converting pages
Let's build something worth visiting.
Tell us what you're building and what it needs to do. We'll come back with next steps, a scope, and a fixed quote.
Or email hello.luminixsolutions@gmail.com