Lano Equipment

The problem

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.

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.

What the strategy covers

• Commercial search-intent mapping
• Category page optimisation
• Content structure across the catalogue
• Internal linking between categories and products