Non-Branded and Local Search Scale
400% increase in organic traffic driven through non-branded and local search discovery
This SEO case study highlights how dau partnered with one of India’s most established consumer appliance brands to scale organic discovery across highly competitive, non-branded search categories. As a practical case study for SEO, the engagement focused on strengthening local and category-level visibility while competing directly with large e-commerce marketplaces. The outcome serves as a strong SEO case study example for legacy consumer brands.
Project Overview
About The Brand
Search plays a critical role in how customers research, compare, and locate cooling solutions, particularly for location-driven and high-intent product queries. This SEO marketing case study demonstrates how structured organic discovery supports both national and city-level demand.
Business Objective & Search Challenge
Voltas’ objective was to strengthen organic visibility for non-branded product searches while improving local discovery across priority cities.
As a focused SEO case study, the opportunity lay in expanding rankings for competitive non-branded keywords such as AC, air cooler, and split AC, competing effectively against large marketplaces like Croma, Reliance Digital, and Vijay Sales, and improving city-level relevance across markets including Gurgaon, Delhi, and Noida-building scalable, durable organic traffic without over-reliance on branded demand, a hallmark of the best SEO case studies.
Strategy Overview
Foundation Layer: SEO & Site Fundamentals
- 1In-depth research and opportunity assessment to identify category and location gaps.
- 2Technical and on-page optimization to support crawlability and keyword relevance.
- 3Website architecture refinements to improve category and location-based discovery.
- 4Performance tracking aligned to keyword growth and traffic quality.
Discovery Layer: Local & Non-Branded Search Growth
- 5Local SEO enhancements across business listings and site content.
- 6Optimization for “near me” and city-specific intent queries.
- 7Content and keyword structuring focused on non-branded product discovery.
- 8Continuous monitoring and refinement based on traffic sources and ranking trends.
Why This Search Strategy Worked for Voltas
Balanced local intent with national product visibility.
Focused on non-branded discovery in a marketplace-dominated search landscape.
Strengthened website structure to support scalable category growth.
Prioritized city-level relevance for high-intent purchase searches.
Maintained consistent optimization rather than one-time execution.
Execution Highlights
Execution emphasized consistency, structure, and compounding gains, reinforcing this as a robust SEO strategy case study rather than a one-off win.
Keyword research and opportunity mapping across product and city-level searches.
Website architecture adjustments to improve local and category relevance.
Local SEO optimization including listings and location-focused content.
On-page optimization for high-intent, non-branded keywords.
Ongoing performance monitoring and iterative refinement.
Results & Impact
Search Visibility Gains That Mattered
Explosive Organic Growth
Delivered 400%+ growth in organic traffic, driven by improved category and intent-based visibility.
Keyword Footprint Expansion
Expanded the total ranking keyword footprint by 800%+, significantly broadening search coverage.
Top 3 Category Wins
Achieved a strong uplift in Top 3 rankings across highly competitive category terms such as AC, Air Cooler, and Water Heater.
AI Overview Growth
Increased AI Overview keyword rankings by 1,100%+, strengthening presence across AI-led and assisted search experiences.
High-Intent Visibility
Strong visibility for high-intent terms such as AC, air cooler, cooler, and split AC.
Local Discovery Gains
Improved local discovery across priority metro markets.
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