Overseas enquiries up 3.0x for a Surat diamond manufacturer, beyond brokers and trade fairs.

The challenge

In Varachha, a Surat diamond manufacturer had built a solid export business, but almost every overseas buyer arrived through a broker or a trade fair booth. Between fairs the enquiry flow slowed to a trickle, and brokers took a cut on relationships the manufacturer could otherwise have owned directly.

Overseas buyers were already researching cut, clarity, certification and supplier capability online before they ever picked up the phone. The manufacturer's site showed a product gallery and a contact form, nothing on GIA or IGI certification, polishing capability or minimum order volumes, so the buyers who did land on the site left without enquiring.

The approach

Webzenia began with the sourcing language importers actually use. Ahrefs and Google Search Console query research mapped the certification, cut and grading terms overseas buyers search before they shortlist a supplier, and each term was assigned a page.

The team built capability, certification and product content that answered a procurement question before a call was needed: polishing capacity, grading standards, certification partners and export documentation. The writing was aimed at a buyer vetting a supplier, not a retail shopper browsing a catalogue.

Because buyers were spread across several import markets, hreflang sent each region to the page written for it, so the pages reinforced each other instead of competing against one another in search.

Technical SEO cleared indexing gaps in the product catalogue, and off-page work built links from trade directories and industry publications, the sources that already carried weight with the manufacturer's target buyers.

The results

Overseas buyer enquiries grew 3.0x. Organic became a source of first contact that ran independently of the trade fair calendar.

24 sourcing terms reached the top three results. Buyers arriving through those pages had already read the certification and capability detail, so the enquiries that followed were closer to a decision.

The catalogue now ranks across seven overseas markets. With hreflang routing each region to the right page, the manufacturer reaches importers directly instead of solely through brokers.

The stack behind it

• AhAhrefsSearch
• GSGoogle Search ConsoleSearch
• GAGA4Analytics
• CRCRMAnalytics
• LSLooker StudioReporting