The situation
A company making quality products that nobody could find online
The client — 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
LCP dropped from 5.2s to 1.8s on mobile through image format conversion (WebP), deferring non-critical JavaScript, enabling browser caching, and switching to a CDN-backed hosting setup. CLS score went from 0.31 to 0.03.
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
Month by month
How progress unfolded
Month 1 — January
Technical foundations
Completed full audit, fixed 47 technical issues, implemented CDN, resolved crawl errors. Core Web Vitals moved from failing to passing across all key pages.
Month 2 — February
Architecture and first content wave
Published 40 optimised product and category pages. Internal linking structure implemented. Schema deployed across all pages. Traffic moved from 150 to 410 monthly visitors.
Month 3 — March
Keyword rankings begin moving
42 keywords entered top 20. First leads via organic search — 18 in the month. Client's sales team noted quality was higher than paid traffic leads they'd been running.
Month 4 — April
Compounding momentum
Published remaining 80 SEO pages. Blog content hitting first positions for long-tail queries. Traffic reached 1,850/month. 48 leads recorded — overtaking paid search volume for the first time.
Month 5 — May
Top 10 rankings surge
Keywords in top 10 reached 112. Competitor comparison pages driving significant intent traffic. 71 leads. Site appearing in featured snippets for 8 key product queries.
Month 6 — June
Target achieved and exceeded
3,850 monthly organic visitors. 165 keywords in top 10. 94 inbound leads, 32 of which converted to customer meetings. Bounce rate down from 74% to 36%.
Results: before vs. after
The numbers speak clearly
Before (December 2023)
Monthly organic visitors150
Keywords in top 108
Organic leads/month12
Bounce rate74%
Mobile LCP5.2s
CLS score0.31
Pages indexed34
After (June 2024)
Monthly organic visitors3,850
Keywords in top 10165
Organic leads/month94
Bounce rate36%
Mobile LCP1.8s
CLS score0.04
Pages indexed162
25×
Organic traffic increase in 6 months
7.8×
More leads per month
−38%
Bounce rate reduction
"
We'd been told SEO takes 12–18 months to show results. These people showed us movement in month two and we were getting more qualified calls from our website than from our entire sales team by month four. The technical stuff they fixed first is something no one had ever mentioned to us before — and I think that's why previous attempts never worked.