Lumina
inventory-planning SaaSA content engine for a new domain — a reusable technical foundation that turns data into ranking pages, built in 30 days and still compounding.
The brief: get Lumina found fast, on a tight budget, without burning capital on content that won't index for 18 months. So we didn't chase the KD-32 category keywords Zoho and NetSuite own — we built the engine underneath them: a reusable content system (templated comparison and alternatives pages, an interactive calculator, a 61-entry glossary spine, seven schema types) that turns 2,077 scored keywords and 28 customer-call transcripts into pages that rank. Phase 1 went from 45 to 96 pages; this is the foundation, not the finish.
They took us from 45 to 96 pages in 30 days and found the search opening our bigger competitors had missed — fixed price, no 12-month retainer.
What the data showed
We pulled and scored 2,077 qualified keywords in the inventory and demand-planning niche — fresh DataForSEO data, US + UK — then cross-checked every term against 28 customer call transcripts, so the plan matched the words real prospects use, not just what a tool said had volume.
The niche was underbuilt. 1,270 reachable keywords sit in the easy band — rankable in weeks, provided the pages exist. The job wasn't to invent a strategy; it was to ship the pages before anyone else noticed.
Three surfaces carried the opportunity. A glossary (340k/mo of definitions ranking as dictionary stubs), competitor-brand searches (108k/mo, highest intent in the niche), and lead-magnet templates + calculators (75k+/mo, every visitor the ICP).
What shipped
The build went from 45 static pages to 96 — 67 net-new commercial surfaces, every one pre-rendered with the right structured data.
A 61-entry glossary · ~340k/mo. The highest-volume surface and the internal-linking spine for everything else — six categories, 600+ words per entry, cross-linked into the calculator and templates.
Competitor-switch pages · ~108k/mo. NetStock Alternatives + comparison pages on reusable templates — then, beyond scope, pointed at Inventory Planner and Prediko too, with hub pages to parent them.
Tools & templates. A free auto-totalling Purchase Order template (email-gated) and an interactive Safety-Stock calculator — the list-building surface, every visitor the ICP mid-task.
Seven schema types + the connective tissue. DefinedTerm, FAQPage, Article, HowTo, ItemList and more; an internal-linking pass across all 96 URLs, a nav restructure, and 17 brand OG images to close every 404'd social card.
Honest about the line
This is a foundation delivered, not traffic banked. The pages are live and indexable; measurement is pending the client's Search Console verification — so the numbers are a projection from the keyword data, and we say so.
A sober 6-month capture. 3–8% of addressable volume — roughly 13,000–34,000 organic sessions/month to the new surfaces, weighted to the glossary.
Delivered vs promised. 17 items scoped, 14 shipped as planned, 9 added beyond scope and none billed extra; the 3 not closed are gated on the client or on production traffic, not on us.
| Phase 1 | |
|---|---|
| Pages | 45 → 96 |
| Glossary entries | 61 (~340k/mo) |
| Addressable search built for | ~424,000 /mo |
| Scoped items delivered | 14 / 17 (+9 beyond) |
The deliverable wasn't 96 pages — it was the engine that produces them: reusable templates, a calculator and schema infrastructure that make every future page cheaper to ship, wired to real keyword and customer-voice data. Phase 1 plants it; Phase 2 turns it into a flywheel. We're still building.