In July 2024, Intellibright partnered with Fluence to revitalize its SEO strategy during a pivotal shift in the company’s product focus. The challenge was to maintain organic traffic while aligning with the new focus on cannabis and commercial LED grow lights. Fluence’s website faced multiple technical and structural issues, including a website health score of just 73% and limited search visibility for high-value keywords.
Our primary goal was to mitigate traffic losses caused by the product shift and create a scalable SEO foundation for long-term growth. This involved improving keyword rankings, increasing organic visibility, and boosting the website’s health score, all while developing a new website for a stronger user experience.
By leveraging a dual-track approach—tactical SEO optimizations alongside long-term strategic groundwork—we sought to deliver measurable performance improvements while positioning Fluence as a market leader in its new focus areas.
To bring the project to life, Intellibright implemented a comprehensive, data-driven SEO strategy that balanced immediate results with long-term scalability:
SEO Gap Analysis and Competitive Benchmarking
We identified technical, on-page, and content gaps while analyzing competitor performance to uncover opportunities for Fluence to capture market share.
Content Strategy Alignment
Focused content creation on cannabis-related keywords and high-volume terms like "commercial LED grow lights."
Improved content structure and added internal linking to increase relevance and authority.
Technical SEO Improvements
Resolved critical errors and optimized site performance, boosting the website health score from 73% to 88%.
Addressed site crawlability, indexability, and speed to create a foundation for future growth.
Backlink Strategy
Acquired targeted backlinks from high-authority domains in cannabis and commercial lighting industries to improve domain authority and keyword rankings.
Ongoing Website Development
In parallel, we began developing a new website to reflect Fluence’s updated focus and improve user experience, ensuring the new design aligned with SEO best practices.
Key Challenges Overcome
Navigating a Product Shift: Maintaining organic traffic while redirecting focus to new high-value keyword clusters.
Google Algorithm Lag: Working within the 3-6 month window before optimizations fully reflected in rankings.
Technical Deficiencies: Overcoming outdated technical infrastructure to improve performance metrics.
By combining technical SEO, strategic content development, and CRO implementation, Intellibright delivered impactful results in a short timeframe.
The results of Intellibright’s efforts surpassed expectations, demonstrating measurable progress in Fluence’s SEO performance:
Improved Keyword Rankings:
Achieved a +78 position improvement for target keywords.
Began ranking for "commercial LED grow lights," Fluence’s highest-volume target keyword.
Significant growth in cannabis-related keyword clusters.
Boosted Website Health:
Increased the website health score from 73% to 88%, setting a clear trajectory toward the 100% target.
Performance Metrics:
1000% improvement in Google Change metric.
11% increase in keyword rankings during Q3-Q4 2024.
Intellibright’s SEO strategy not only preserved traffic during a critical business pivot but also established a scalable framework for continued growth. Fluence is now positioned as a leader in its focus areas, with early indicators showing strong long-term potential. The product shift in 2024 posed a significant risk to Fluence’s market presence, requiring a highly adaptable strategy. Intellibright’s dual-track approach successfully mitigated these risks and delivered impactful early results, setting the stage for sustained SEO growth.
