About Fenix Light Australia

Fenix Light Australia is the official distributor of premium LED torches, headlamps and tactical lighting - trusted by emergency services, tradies, outdoor enthusiasts, and everyday Australians. Before partnering with Design Point Digital, their online visibility wasn’t matching their product quality. Competitors with weaker products were outranking them, and category pages weren’t capturing search demand. Over several months, we rebuilt their SEO foundation, tightened their content and structure, and repositioned Fenix as the go-to brand online for high-performance lighting.

298%

Increase in organic impressions for key product categories

150+

Keywords moved into page 1

72%

Growth in organic sessions YoY

40%

Increase in organic product enquiries & add-to-cart actions

Challenges

Fenix Light Australia operates in a highly competitive niche – tactical torches and LED headlamps – where established global brands dominate search results and comparison sites flood the market.

A few issues were holding back their organic growth:

  • Many category pages lacked depth and clear value for search intent

  • Products with strong demand weren’t optimised around how customers actually search

  • Thin content and outdated descriptions limited ranking potential

  • Competitors were aggressively targeting Australia-specific keywords

  • The site structure wasn’t fully aligned with how users browse lighting categories (torches, headlamps, tactical, EDC, rechargeable, etc.)

Fenix had a premium product range but needed a stronger, more technically sound SEO foundation to match the brand’s reputation.

Our Approach

We built a comprehensive SEO roadmap that turned Fenix’s website into a high-performance, search-friendly sales channel.

Here’s what we implemented:

1. Deep Keyword Research and Search Intent Mapping

We identified how Australians search for torches as a product, not just brand names, but use-cases:
“best EDC torch”, “rechargeable torches”, “tradie headlamp”, “tactical flashlight Australia”
This allowed us to shape category pages that truly answered buyer needs.

2. Complete Category Page Rebuilds

We rewrote key product categories with stronger structure, buyer-focused messaging, FAQ schema, and keyword-rich content that Google indexes quickly.

3. Product Page Optimisation

Improved product descriptions, titles, meta tags, and internal linking helped search engines better understand each item and how they relate across the range.

4. Technical SEO Enhancements

We strengthened site speed, structured data, internal linking pathways, and crawlability to improve indexation and ranking consistency.

5. Ongoing SEO Strategy & Competitor Monitoring

We adapted the strategy in real-time based on seasonal demand (Christmas, camping season), new product launches, and competitor movements.

Everything we did aimed to make organic search a predictable, ongoing growth channel, not just a traffic boost.

Results

The SEO rollout delivered significant improvements in both visibility and engagement across the entire site.

  • Fenix now ranks on page 1 for its most important commercial keywords

  • Category pages that once struggled now attract steady, qualified traffic

  • Organic impressions and clicks have grown month-on-month

  • Better product page engagement led to higher add-to-carts and enquiries

  • The site earns more top-of-page positions for tactical and industry-specific searches

Fenix Light Australia is now positioned as a leading authority in premium lighting equipment – online where customers begin their research.

Thank you for the great experience. Redeveloped my website – have achieve great results. A big shout out to Adrian for his wealth of knowledge in aligning my SEO strategy. Site is now buzzing

Marco O
Fenix Light Australia

More Results

576%

Organic Search increases in 6 months

We lit up the SEO pathway for LED Torches Australia which drove significant results for one of Australia’s leading torch distributor.

174%

Organic Search Increases

A new refined website design and custom SEO strategy saw their online party supplies store grow their visibility across organic search.

180%

Increase in Conversion Rate

Biondo Rentals are based in a highly competitive market in Melbourne but have seen a significant shift converting sales for their forklift hire business.
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