SANY India
About SANY India
Our Objective:
The objective of our initiative focused on strengthening both paid and organic performance. Specifically, we aimed to:
Generate high-value B2B leads and measurable revenue from a limited monthly media investment of ₹2,00,000
Break the organic traffic plateau (2,797 monthly users) and improve rankings for high-intent machinery keywords
Key Marketing Challenges
01
Generating high-value B2B leads for heavy equipment categories with long sales cycles
02
Reaching decision-makers across multiple machinery segments
03
Maintaining lead quality while optimising cost per lead within a limited budget
04
Organic traffic stagnant at approximately 2,797 monthly users
05
Several target keywords not ranking within Top 10 positions
06
Limited content depth across key machinery categories
07
Technical SEO gaps affecting website health and crawlability
Our Approach
To meet our objectives, we implemented a dual-channel strategy combining category-led Google Ads campaigns with a structured SEO programme. Here is the strategy overview:
Category-Led Paid Media
1. Campaign Structure: Built dedicated Search and Performance Max campaigns by equipment category — Excavators, Cranes, AWP, Road Machinery, and Material Handling.
2. High-Intent Targeting: Focused spend on users actively searching for construction and mining machinery to maximise lead quality.
Technical, On-Page & Authority-Led SEO
1. Keyword-Led Foundation: Defined and mapped 90 high-intent keywords across major business categories.
2. Authority Building: Combined technical SEO, content, and off-page link-building to strengthen domain trust and rankings.
Amura's Execution
We executed a structured, monthly programme across both paid media and SEO, built around technical rigour, content depth, and authority building to drive performance across every machinery category.
Key Actions:
Technical SEO Optimisation
Ran monthly SEMrush technical audits, resolved Google Search Console crawl and indexing issues, conducted page speed and image optimisation, and benchmarked against competitor SEO audits to strengthen crawlability and website health.
On-Page SEO & Content Optimisation
Mapped and optimised 90 target keywords across product and category pages, refined meta titles, descriptions, and internal linking, and closed content gaps across priority machinery pages.
Content Marketing & Blog Propagation
Planned and published blog content aligned to equipment categories and industry trends, targeting both awareness- and consideration-stage searches to build topical authority.
Off-Page SEO & Authority Building
Executed social bookmarking, business listing, classified, and image submissions alongside guest posting and referring-domain acquisition, generating and maintaining 14,950 backlinks across 225 referring domains.
Google Business Profile Optimisation
Managed listing enhancements, product additions, and monthly Google Posts to improve branded and local search visibility.
Paid Media Execution
Ran category-wise Search and Performance Max campaigns across Excavators, Cranes, AWP, Road Machinery, and Material Handling, with ongoing search-term analysis, negative keyword refinement, and budget reallocation toward best-performing categories on a monthly spend of ₹2,00,000.
Results:
The combination of category-led paid media and a structured SEO programme transformed SANY India's digital presence into a scalable demand-generation and brand visibility engine.
₹35 Crores in revenue
generated through Google Ads on a monthly spend of ₹2,00,000
Qualified B2B leads
delivered across excavators, cranes, AWP, and road machinery segments
373% growth
in organic traffic (2,797 to 13,246 monthly users)
90 target keywords
managed, with more keywords climbing into Top 10 positions
14,950 backlinks
generated across 225 referring domains, strengthening domain authority
Stronger overall website health
crawlability, and non-branded organic visibility