Aravali Flow Systems Sample case study
Buyers searched for the exact pumps Aravali makes, and found its distributors instead.
Context
Aravali makes centrifugal, dewatering and fire-fighting pumps in Faridabad’s Sector 24 industrial area. Most sales come from trade fairs, long-standing distributors and IndiaMART.
The owners wanted direct enquiries from contractors, EPC firms and export buyers who were already searching for specific pump types.
- What they wanted
- Direct quote requests from people searching for specific pump types and models.
- Constraints
- No in-house marketer
- Product data lived in PDF catalogues
- Engineering could review content for two hours a week
- The quote process inside the ERP could not change
What we found
- 38 of 40 product specifications existed only as PDF brochures, so search engines indexed catalogues, not products.
- Distributor pages outranked Aravali for its own model numbers.
- Branded search was healthy. Non-branded search, where new buyers start, was close to zero.
- About 1,100 thin tag and archive pages were being crawled ahead of the pages that mattered.
- The enquiry form went to a shared inbox with no source, so nobody could tell web enquiries from IndiaMART.
The work
01
A search map
Grouped roughly 600 real queries into nine application families (dewatering, sewage, fire-fighting, agriculture and so on) and matched each to a page that should answer it.
- Each application page answers a family of searches, like “dewatering pump for construction site”.
- About 1,100 tag and archive pages were removed from the index.
02
Catalogue into pages
Forty model pages with spec tables, duty points, materials and applications, written with the engineering team. The PDF stayed as a download, not the only source.
- Specifications are readable text, not locked in a PDF.
- The quote button carries the model into the form.
03
Technical clean-up
Removed 1,100 thin pages from the index, fixed redirect chains from the 2017 site and added product and organisation structured data.
- Aravali now appears above the marketplace listing and its own distributors.
04
A quote request that carries context
The form now pre-fills the model and application, asks for duty point and quantity, and records the source, so sales sees where it came from before calling back.
- The source is recorded with every request.
What happened
March to November 2025, compared with the same months in 2024
3.4×
Non-branded search clicks
From Search Console, excluding brand and model-number queries
61
Quote requests from product pages
Tracked through the new form, March to November
11
Export enquiries
From buyers in the UAE, Oman and Kenya
What we learned
The catalogue was already the content strategy. It just needed to be pages instead of PDFs.
Recognise any of this?
If your situation sounds similar, tell us what you’re working on. We’ll start with the business, then talk about channels.
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