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ABOUT YOUR PROJECT

Joanna D. from GM Lighting

“ Working with Plego was a great experience. They delivered a modern, user-friendly website on time, improved customer satisfaction, and helped reduce customer service needs. Clear communication and a smooth web development process made everything stress-free.

GM Lighting

GM Lighting – SEO Optimization

www.gmlighting.net

Client Overview

For over 20 years, GM Lighting has been a leader in the lighting industry, pioneering innovations such as the first flexible LED tape. Based in Tinley Park, IL, GM Lighting supplies commercial and residential lighting products to a nationwide network of distributors, lighting designers, and electrical contractors.

Industry

Lighting Manufacturer

Business Challenges

GM Lighting had deep expertise and an extensive product catalog, but their website was failing to capture high-intent buyers actively searching for LED solutions.

From an SEO and performance standpoint, the issues were severe:

  • Critical Core Web Vitals failures, with mobile load times reaching 17.7 seconds, causing users to abandon the site before pages fully load.
  • Poor keyword visibility, with important product pages not ranking for specific, purchase-ready queries.
  • Crawlability issues, preventing search engines from indexing deep catalog and product pages.
  • Failing desktop performance scores (34/100), negatively impacting both user experience and organic rankings.

Contractors and lighting designers searching for specifications on mobile job sites were often forced to wait or leave before finding the information they needed.

As a result, professionals actively searching for LED solutions were finding competitors instead of GM Lighting.

Solution

This was not a surface level SEO project. Plego rebuilt the technical foundation of the site to support speed, scale, and high-intent search behavior across a massive product catalog.

Key initiatives included:

  • Re-engineering the site’s catalog structure to eliminate bloat and improve crawl efficiency.
  • Implementing aggressive caching, script deferment, and image optimization to dramatically improve load times.
  • Stabilizing layouts and eliminating visual shifts to pass Google’s strict page experience signals.
  • Pivoting from generic keywords to specific, high-value queries used by lighting designers, distributors, and contractors.
  • Restructuring product pages to align with how buyers search, compare, and specify lighting products.
  • Strengthening internal linking and metadata to ensure deep product pages were discoverable and indexable.

The goal was simple: make GM Lighting’s website fast, accessible, and impossible to miss when buyers were actively searching.

Performance Transformation

The most critical phase of the project was speed. Manufacturing sites with large catalogs rarely achieve elite performance scores, but GM Lighting did.

Mobile Load Time: Reduced from 17.7 seconds to 1.9 seconds

gm-mobile-performance
  • Total Blocking Time (TBT): Reduced to 0ms, delivering instant interactivity
  • Desktop Performance Score: Improved from 34 (failing) to 90 (elite)
gm-desktop-performance
  • Core Web Vitals: Moved from failing to passing across key pages

This ensured contractors on mobile job sites could access specs, data sheets, and product details instantly, without waiting or frustration.

The Results

138%
Increase in Active Users
 
164%
Increase in Organic Clicks
 
158%
Increase in Ranked Keywords
 
89%
Faster Mobile Load Speed
 
  • Faster load times and improved UX removed barriers to entry, keeping users engaged across the catalog.
  • Improved crawlability and page experience allowed Google to index more product pages, driving substantial search traffic growth.
  • GM Lighting gained visibility for a broader range of technical and commercial product queries, putting solutions in front of ready-to-buy professionals.
gm-performance
  • Mobile performance improvements ensured contractors and designers could access information instantly, wherever they were working.

What was once a slow, difficult-to-navigate website became a consistent source of qualified traffic and real business conversations.

A Manufacturing Website Built for Growth

The technical overhaul created the foundation GM Lighting needed to scale. Strategic SEO provided momentum.

By aligning site performance, product structure, and search intent, Plego helped GM Lighting transition from being difficult to find online to being highly visible to the professionals who rely on their products every day.

Helping Expertise Perform at Full Power

This project demonstrates what happens when SEO is engineered specifically for manufacturing websites. By eliminating performance bottlenecks and aligning product data with real buyer behavior, GM Lighting transformed their website into a high-performance growth asset that supports their sales network 24/7.

Technologies Used

SEO & Performance Optimization Tools, WordPress

Services Provided

Search Engine Optimization, Content Creation, Website Design & Development