The situation

A company making quality products that nobody could find online

The business in this scenario — a Gurgaon-based industrial components manufacturer with 18 years of operational history — came to us in December 2023 with a straightforward problem. Their website was receiving roughly 150 organic visitors per month and generating 12 leads. Their sales director knew the product was good. The visibility wasn't.

Competitors they'd beaten on price and quality for years were showing up on page one of Google while their own site sat buried on page four and five. They'd tried some basic SEO work with a freelancer the previous year but saw no lasting improvement and weren't sure why.

Core challenges

Four distinct problems compounding each other

Technical debt
Pages were slow to load (LCP over 5.2s on mobile), had duplicate title tags across product categories, and no structured data. Google was struggling to understand what the site was about.
Near-zero keyword footprint
The site ranked for 8 keywords in the top 10 — all brand variations. No category-level or product-level keywords were being targeted with dedicated pages.
Thin, unoptimised content
Product pages had 80–120 words of description with no supporting content. No blog, no resources section, nothing to signal topical authority to search engines.
Broken internal linking
Category and product pages existed in isolation with no logical linking structure. PageRank was pooling on the homepage and never distributing to commercial pages.
Our approach

A structured 6-phase SEO programme

We built a phased plan that addressed technical foundations first, then content, then authority — in that order. Skipping the technical audit would have wasted the content investment.

1
Full technical SEO audit and remediation
Ran a complete crawl using Screaming Frog and cross-referenced against Google Search Console. Identified 47 critical issues across page speed, indexation, duplicate content, and crawl errors. Fixed systematically over weeks 1–3.
Screaming Frog crawl Search Console audit Core Web Vitals Duplicate tag removal
2
Core Web Vitals optimisation
Bring mobile LCP under 2.5s through image format conversion (WebP), deferring non-critical JavaScript, enabling browser caching, and switching to a CDN-backed hosting setup. Fix layout shift so CLS stays under 0.1.
WebP conversion JS deferral CDN implementation Cache-Control headers
3
Keyword research and content architecture
Used Ahrefs to map out a 340-keyword universe across product types, use cases, industries served, and location modifiers. Prioritised 120 pages based on search volume, competition, and commercial intent. Built a clear silo structure around product categories.
Ahrefs keyword research Intent classification Silo architecture Content brief creation
4
120 new SEO pages across categories and products
Written by a team with genuine manufacturing knowledge, not generic content. Each page was 800–1,400 words with technical specifications, application guidance, and comparison tables. Structured with product schema and FAQ schema throughout.
Product pages Category pages Application guides Location pages
5
Schema markup and internal linking strategy
Implemented Product, Organization, FAQPage, and BreadcrumbList schema across the site. Built a systematic internal linking plan that flowed authority from high-DA pages to commercial targets. Added contextual links in content and pillar pages that linked to all supporting posts.
Schema markup Breadcrumb schema Contextual internal links Pillar page strategy
6
Ongoing content marketing and reporting
Published 8 industry blog posts per month covering buyer questions, comparison guides, and technical explainers. Monthly Search Console and Analytics reporting with keyword tracking in Ahrefs. Fortnightly strategy calls with the client's sales director to align content topics with real buyer objections.
8 posts/month Monthly SEO report Keyword rank tracking Sales alignment calls
What we would measure

How success would be judged

We agree a baseline in the first week and report against it every month. We don't promise figures before we have seen your data.

Qualified RFQs from search
Quote requests from organic search, judged by the sales team, not just counted.
Product-page visibility
Rankings for the part numbers, specifications and applications buyers search for.
AI-search mentions
Whether ChatGPT, Gemini and Google AI Overviews name the business for buyer questions.
Technical health
Indexation, crawl errors and Core Web Vitals across the catalogue.