400+ keywords on Google 1st page. Growth in organic leads.
The Client
Smith Engineering is Authorised Stockists of numerous brands dealing in Cutting Tools, Hand Tools and Abrasives.
The Objective
- Client wanted to rank on brand related terms (location level and nation level)
- Organic visibility at product level (location level and nation level)
- Strong Google Maps optimization (location level)
The Competition
The competition was not only with old legacy distributors who had strong presence organically, but also the brands itself for which client is authorised distributor.
The Result
The Result –
- 400+ keywords ranking on Google 1st page
- YoY organic traffic growth of ~297%
- High visibility on AI platforms
- Exponential growth in organic leads
- Strong Google Business Profile performance
Rankings
Traffic
YoY Organic traffic growth of ~297%
Know how we achieved these results
Our SEO Strategy for Smith Engineering
Understanding Business / Goals / and SEO audit
The client’s product range was organised into three main categories: Cutting Tools, Hand Tools and Abrasives. As an authorised stockist for multiple brands, the business needed visibility across products, categories and brands.
The SEO goal was to build this visibility both nationally and locally, with a specific focus on Mumbai, Pune and Ahmedabad, while also targeting customers across India
Building a strong technical SEO foundation
Since this was the client’s first SEO initiative, the website’s technical SEO foundation had to be built from scratch. This included setting up Google properties, creating sitemaps, restructuring URLs, implementing canonical tags, improving Core Web Vitals and addressing other essential technical SEO requirements.
Building a scalable website structure
The website initially had a very basic structure with only a limited number of product pages. The next step was to expand it into a well-organised and scalable website that could support the client’s complete product and brand portfolio.
This involved creating clearly structured category pages, dedicated brand pages and detailed product pages. The pages were planned to target both pan-India searches and location-specific searches for Mumbai, Pune and Ahmedabad.
The website navigation was also improved so users and search engines could easily understand the relationship between products, categories, brands and locations. This created a stronger foundation for wider keyword coverage and long-term organic growth.
Website Blogs
Relevant blog topics were researched, created and optimised to target a wider range of search queries. Strategic internal linking also helped strengthen the rankings of key product, category and brand pages.
Google Business Profile Visibility
Google Business Profiles for Mumbai, Pune and Ahmedabad were optimised through regular posts, organic review generation, consistent NAP details and other local SEO improvements. The goal was to improve visibility in Google’s local 3-pack across a wider range of relevant product, category and brand searches.
Result
The strategy delivered strong organic visibility across Google Search and AI platforms, leading to consistent growth in website traffic and keyword rankings. The client now receives qualified organic leads through the website, along with regular calls from all three Google Business Profiles in Mumbai, Pune and Ahmedabad.
