Customer story
Enquiries up 2.7x across MP for an Indore retail brand, off the marketplaces.
An Indore retail and distribution brand wanted to grow across Madhya Pradesh but had no presence beyond the city. Webzenia built category and locality content for the wider Malwa catchment, capturing demand the brand had been leaving to marketplaces.
The challenge
An Indore retail and distribution brand had a strong footprint in the city but almost no presence in the smaller towns across the wider Malwa region it wanted to supply next. Growth beyond Indore meant either opening new outlets it could not yet justify or finding buyers in Ujjain, Dewas and Ratlam who had never heard of the brand.
Buyers across Madhya Pradesh were already searching for the categories the brand carried, but finding marketplace listings instead, since the brand's own site was built around its Indore store rather than the wider catchment it served. Every one of those searches turned into a marketplace sale the brand never saw, at a margin it did not set.
The approach
Webzenia mapped search demand across the Malwa catchment using Google Search Console and Ahrefs, town by town, to see where buyers in Ujjain, Dewas and Ratlam were searching for categories the brand already stocked but had never targeted online.
The team built category pages structured around what buyers across the region actually shop for, paired with locality content for the towns beyond Indore where the brand had distribution reach but no search presence.
Technical and on-page SEO cleaned up the category structure so a search from any town in the catchment landed on a relevant page rather than the Indore homepage, and call tracking tied to GA4 showed which locality pages were converting into real enquiries.
As locality pages for the smaller towns started ranking, the content roadmap expanded outward from Indore in the order demand actually showed up, rather than by guessing which town to prioritise next.
The results
Enquiries across Madhya Pradesh grew 2.7x. Locality and category pages built for the wider Malwa catchment brought in buyers from Ujjain, Dewas and Ratlam who had never reached the brand before.
24 category terms reached the top three results. Pages structured around what buyers across the region actually shop for started outranking the marketplace listings that used to carry that demand.
Cost per enquiry fell 43%. Category and locality pages kept producing enquiries across the catchment without the ongoing spend a marketplace presence or paid campaign would have needed.
The stack behind it
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