Customer story
Overseas buyer enquiries up 3.0x for a Kolkata leather exporter, off agents and trade fairs.
A Kolkata leather exporter relied on trade fairs and sourcing agents for every overseas buyer. Webzenia built product, capability and compliance content with hreflang for the importers who research a supplier before they source, turning organic into a direct enquiry channel.
The challenge
A Kolkata leather exporter in the Bantala tannery complex sold to overseas buyers, but every new relationship started at a trade fair or came through a sourcing agent. Between shows the pipeline went quiet, and the agents took a margin on deals the exporter could have won directly.
Importers were already researching suppliers online before they shortlisted anyone. The exporter had no presence in that search. Its site listed a few products with no detail on tanning capability, compliance, or minimum order quantities, so the buyers who did land left without an enquiry.
The approach
Webzenia started with how importers actually search. Ahrefs and Google Search Console query research surfaced the sourcing terms overseas buyers use, from leather types and finishes to certification and compliance language, and the team mapped each to a page.
The team built out product, capability and compliance content that answered a buyer's real questions before a sales call: hide sourcing, tannery capacity, finished-leather standards, and export documentation. Every page was written for a procurement reader, not a domestic shopper.
Because the buyers sat across several markets, the team added hreflang so the right regional version surfaced in each market and the pages did not compete with one another. Technical SEO cleared the crawl and indexation issues holding the catalogue back.
Off-page work raised the domain's authority with links from trade directories and industry press, so the new pages could rank against established exporters.
The results
Overseas buyer enquiries grew 3.0x over nine months. Organic became a steady source of first-contact enquiries that no longer depended on the trade-fair calendar.
23 sourcing terms reached the top three results. The capability and compliance pages ranked for the specific searches importers run when they vet a supplier, so the enquiries that arrived were already qualified.
The catalogue ranked across seven overseas markets. With hreflang directing each region to the right page, the exporter built a direct line to importers it had previously reached only through agents.
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