Jain Industries is an Indian manufacturer that sells its products direct to customers through its own online store, with a large catalogue of kitchen and home storage products. Customers who already knew the name found the store without trouble, but almost nobody found it by searching for the products it makes: most of its organic traffic came from people typing "jain industries" into Google.

• 01

  Invisible beyond the brand name.

  Fewer than half of organic clicks came from product searches, and only 12 non-brand keywords reached Google's first page.

• 02

  A catalogue Google couldn't read.

  Filter parameters created thousands of duplicate URLs, and some category pages were blocked from crawling altogether.

• 03

  Slow on mobile.

  Heavy images and scripts gave key category pages a mobile performance score below 40.

We began with a full crawl and Search Console review, which showed that most of the catalogue was either duplicated or hidden from Google. We canonicalised filter and sort URLs, unblocked category pages, fixed broken links and redirect chains, and added product and breadcrumb structured data. We then built a keyword map by category, from steel containers to kitchen racks, gave every category page a unique title, heading and introduction, and published buying guides that link to the right products. Page speed work brought mobile scores above 90. Each month we report non-brand traffic separately from brand traffic, so growth from new customers is easy to see.

• Crawl and index clean-up

  Duplicate filter URLs canonicalised, blocked categories opened and broken links fixed.

• Category keyword map

  Every product category matched to the searches its buyers use.

• Category pages that rank

  Unique titles, headings, intros and buying guides on each category page.

• Structured data

  Product and breadcrumb schema for price, stock and ratings in results.

• Mobile speed

  Compressed images and deferred scripts for fast category pages on mobile.

1. 1

   A large catalogue

   Thousands of product and filter URLs meant fixes had to be made at template level, not page by page.

2. 2

   Measuring the right thing

   Brand traffic hid the real picture, so we reported non-brand clicks separately from day one.

3. 3

   Competing with marketplaces

   Marketplaces own the broadest searches, so we won specific, high-intent searches first and built from there.

1. Weeks 1–2

   01 Audit

   Full crawl, Search Console and analytics review, brand and non-brand baseline.

2. Weeks 3–8

   02 Technical fixes

   Canonicals, robots rules, redirects, broken links, structured data and page speed.

3. Months 2–4

   03 Category optimisation

   Keyword map, titles, headings and introductions for every category page.

4. Months 3–8

   04 Content

   Buying guides and internal links into the categories that matter most.

5. Monthly

   05 Track and adjust

   Brand and non-brand reporting, rank tracking and a monthly plan.

Non-brand organic traffic grew up to nine times, so the store now reaches people who have never heard of Jain Industries. Non-brand searches went from under half of organic clicks to the large majority, 110 non-brand keywords now rank on Google's first page, and the site's health score rose from 54 to 92. We continue to track rankings and report brand and non-brand traffic every month.