At a Glance
| Metric | Result |
|---|---|
| Growth in Organic Traffic | 245% |
| Inbound Leads | 80 per Month |
| Growth in Impressions | 51% |
| Keywords on Page 1 | 27% Growth |
About Sunanda Global
Sunanda Global is one of India’s largest B2B waterproofing solutions providers and a recognised leader in construction chemicals. Established over 40 years ago, Sunanda Global has built its reputation on a foundation of rigorous R&D, close collaboration with customers, and consistent product innovation adapted for evolving industry needs.
Sunanda Global holds the distinction of being the only construction chemical manufacturer in India to carry ISO 9001:2015 accreditation specifically for Research and Development, a marker of their commitment to quality that few competitors can match.
Despite this industry standing, Sunanda Global’s digital presence told a different story. Recognition and search visibility were largely confined to the Mumbai subregion, leaving a significant gap between their real-world authority and their online reach across India.
The Situation Before We Started
Before partnering with CometRank, Sunanda Global was operating with strong offline credibility but weak digital infrastructure. Here is a snapshot of where they stood:
| Area | Status Before |
|---|---|
| Brand Awareness | Recognised only within the Mumbai subregion |
| Keyword Rankings | Absent for most competitive waterproofing terms |
| Geographic SEO Coverage | No city or region-specific pages across India |
| Content Strategy | No informational content targeting buyer queries |
| Competitor Presence | Dr. Fixit and other legacy brands dominating SERPs |
The competitive landscape made this more difficult. Established national brands like Dr. Fixit held dominant positions for the highest-volume waterproofing keywords. Attempting to rank against them directly on generic terms without a content foundation was not a viable path.
The Challenges
Two core challenges shaped the entire strategy:
- Brand awareness was restricted to one geography. Outside Mumbai, the company had no meaningful search presence despite operating nationally. Buyers in Pune, Delhi, Bangalore, and other major construction markets were not finding them.
- The keyword landscape was dominated by large incumbents. Dr. Fixit and similar brands occupied the top positions for high-difficulty commercial terms. A direct challenge on those keywords without building topical authority first would have produced no results.
The strategy needed to build awareness and authority simultaneously, starting from the markets and query types where competition was most winnable.
The Strategy: What CometRank Did and Why
The approach combined informational content, local SEO, competitive keyword research, and discussion platform engagement into a single coordinated system. Here is how each component worked:
Step 1: Competitor Keyword Research and Market Assessment
CometRank started with a full audit of the organic keyword landscape across the waterproofing and construction chemicals category in India. The research covered:
- Mapping every keyword Dr. Fixit and other dominant competitors were ranking for
- Identifying gaps where buyer intent was high but competition was manageable
- Segmenting keywords by search intent: informational, local, and commercial
- Pinpointing the topic clusters where the client had genuine authority to compete
This assessment revealed that the most accessible path to visibility was not through head-term competition but through informational queries and location-specific searches that the dominant brands were underserving.
Step 2: Programmatic SEO Pages for Large B2B Infrastructure and Construction Projects
The first pSEO page type CometRank built for Sunanda Global targeted large-scale B2B construction and infrastructure use cases. These are the buyers with the highest contract value: project managers, procurement heads, and civil engineers working on metro rail, airports, highways, commercial complexes, and industrial facilities.
CometRank created dedicated pages for every major infrastructure application and waterproofing solution combination, for example:
- “Epoxy waterproofing for metro rail projects”
- “Waterproofing solutions for airport construction”
- “Construction chemical supplier for highway infrastructure”
- “Industrial flooring and waterproofing for manufacturing plants”
- “Terrace and basement waterproofing for commercial buildings”
- “Concrete repair chemicals for bridges and flyovers”
Each page was built around the specific technical requirements of that infrastructure segment, the products Sunanda Global offers for it, and the compliance and quality standards relevant to large-scale procurement decisions. This created a direct entry point for B2B buyers who search by project type rather than by product name.
Step 3: Programmatic Location Pages for Waterproofing Companies Across All Indian States and Cities
The second pSEO page type targeted geographic search intent across India. CometRank built a comprehensive set of location-specific pages covering every major Indian state and city for the query pattern “waterproofing company in [location]”. This directly addressed Sunanda Global’s core problem: they were known in Mumbai but invisible everywhere else.
The pages targeted searches such as:
- “Waterproofing company in Delhi”
- “Waterproofing solutions in Bangalore”
- “Best waterproofing company in Pune”
- “Waterproofing products in Chennai”
- “Construction chemical company in Hyderabad”
- “Waterproofing specialist in Ahmedabad”
Pages were built across all major Indian states including Maharashtra, Delhi NCR, Karnataka, Tamil Nadu, Telangana, Gujarat, Rajasthan, West Bengal, Uttar Pradesh, and more, covering both metro cities and tier-2 markets where construction activity is growing fastest.
Each location page was tailored with region-specific context, referencing local construction conditions, climate factors, and buyer language relevant to that geography. This made the pages genuinely useful to local buyers rather than templated filler.
Step 4: Programmatic Location Pages for Waterproofing Contractors Across India
The third pSEO page type targeted a separate but equally important buyer segment: procurement teams and project owners searching specifically for waterproofing contractors rather than product suppliers. CometRank built a parallel set of location pages targeting the “waterproofing contractors in [location]” query pattern across the same geographic coverage.
These pages targeted searches such as:
- “Waterproofing contractors in Mumbai”
- “Waterproofing contractors in Delhi”
- “Waterproofing applicators in Bangalore”
- “Roof waterproofing contractors in Pune”
- “Basement waterproofing contractors in Chennai”
- “Terrace waterproofing contractors near me”
This was a strategically important expansion. Many buyers search for contractors rather than product companies because they want a turnkey solution. By appearing in contractor searches, Sunanda Global captured demand at a different entry point in the procurement journey and positioned themselves as a complete solution provider, not just a product manufacturer.
| pSEO Page Type | Query Pattern | Target Buyer |
|---|---|---|
| Infrastructure project pages | “epoxy waterproofing for [project]” | B2B project managers, procurement |
| Location: waterproofing company | “waterproofing company in [city/state]” | Buyers searching city-level suppliers |
| Location: waterproofing contractors | “waterproofing contractors in [city]” | Owners seeking turnkey applicators |
| Informational blogs | How/what/which waterproofing queries | Research-phase buyers, all segments |
Step 5: Informational Content and Quora Engagement
Alongside the three pSEO page types, CometRank built a supporting content layer of informational blog posts targeting research-phase queries. These addressed the questions buyers ask before they know which product or contractor to choose:
- “What is waterproofing and why does my building need it”
- “Epoxy vs polyurethane waterproofing: which is better for your project”
- “How to choose a waterproofing contractor in India”
- “Construction chemical standards for infrastructure projects in India”
CometRank also identified Quora as a high-value engagement platform for this category. By providing detailed expert answers to waterproofing questions on Quora, Sunanda Global built additional topical authority signals and created a referral traffic stream from buyers in active research mode.
PRO TIP | Informational SEO + Local SEO for B2B Construction Brands in 2026
If your construction or building materials brand is invisible outside your home city, a two-track content strategy is the fastest path to national visibility. Here’s why it works:
- Informational content captures buyers during the research phase, before they even know which brand to shortlist. Answering their questions earns trust before your competitors do.
- Local SEO pages in target cities let you compete in markets where you have no offline presence. A page for Pune or Delhi costs the same to build as one for Mumbai.
- Discussion platforms like Quora generate referral traffic and build topical authority signals that Google factors into rankings for your core pages.
- Competing against dominant brands like Dr. Fixit is possible through topic clusters and local intent. You do not need to outmatch them nationally to win enough leads.
Applicable to: Construction, construction chemicals, building materials, paints, adhesives, flooring, and any B2B product company with pan-India distribution ambitions.
The Results
Measured year over year, every tracked metric moved significantly:
- 245% growth in organic traffic
- 80 inbound leads generated per month
- 51% growth in impressions on Google Search
- 27% growth in keywords appearing on Page 1
“Owned every waterproofing search query in their niche, making Sunanda the default vendor for B2B construction buyers.”
– CometRank Campaign Summary, Sunanda Global
“Their performance consistently exceeds expectations and extends beyond the defined scope. The team’s unwavering dedication to our brand’s success has been a critical factor in propelling our business to new heights.”
– Client Testimonial, Sunanda Global
The 245% organic traffic growth reflects the combined impact of all three pSEO page types firing simultaneously. Infrastructure project pages captured high-value B2B procurement searches. Location company pages broke Sunanda Global out of Mumbai into every major Indian market. Contractor location pages opened an entirely new buyer entry point that competitors were not serving.
The 80 leads per month figure is the metric that matters most for a B2B manufacturer. Organic traffic growth is a means to an end. For Sunanda Global, the end result was a consistent, compounding pipeline of inbound leads from buyers across India who found them through search and reached out directly.
Key Takeaways for B2B Construction and Product Brands
This case study surfaces lessons that apply to any B2B brand in manufacturing, construction materials, or industrial products:
- Research before writing: Map competitor keywords before writing a single page. The gaps in what established brands are not covering is where the fastest wins live.
- Vertical pSEO captures premium buyers: Infrastructure-specific pages target the highest-value B2B buyers. A project manager searching for epoxy waterproofing for a metro project is a far more valuable lead than a generic traffic visitor.
- Location pages scale reach: City and state-specific pages let Sunanda Global compete across India without a physical presence in every market. Geography is a scalable content variable.
- Serve every buyer entry point: Contractor search intent is a separate buyer journey from product search intent. Both need their own pages to capture the full demand.
- Community engagement supports authority: Discussion platforms like Quora generate referral traffic and build topical authority signals that reinforce core keyword rankings over time.
Frequently Asked Questions
How long did it take to see results for Sunanda Global?
The campaign delivered 245% organic traffic growth and 80 leads per month, measured year over year. In competitive categories with established incumbents like Dr. Fixit, meaningful ranking growth typically becomes visible within 4 to 6 months of consistent pSEO page deployment. The compounding effect accelerates as topical authority and geographic coverage build over time.
Why did CometRank build three different types of pSEO pages for Sunanda Global?
Because different buyers search differently. A project procurement head searching for waterproofing for an airport uses completely different search terms than a building owner looking for a contractor in their city, or a developer searching for a waterproofing company in a specific state. Building separate page types for each query pattern means Sunanda Global captures demand at every entry point rather than relying on a single generic page to cover all of them.
How did CometRank compete against established brands like Dr. Fixit?
Rather than targeting the exact head terms where Dr. Fixit held dominant positions, the strategy focused on infrastructure-specific use cases, location-modified queries, and contractor searches where competition was lower and buyer intent was still high. This created a path to visibility that did not require beating the incumbent directly on their strongest keywords.
Does programmatic SEO work for construction chemicals and building materials brands?
Absolutely. The construction and building materials category has significant search demand across product types, applications, geographies, and buyer segments. A programmatic approach to infrastructure pages, location pages, and contractor pages creates comprehensive coverage that would take years to build manually and generates compounding organic traffic without ongoing ad spend.
Can a B2B manufacturer use location SEO if they do not have offices in every city?
Yes. Location pages work for B2B product companies because buyers search with geographic intent even when purchasing nationally available products. A buyer in Hyderabad searching for a waterproofing company in Hyderabad wants to see a brand that speaks to their market, even if the manufacturer ships from Mumbai. The page builds trust and relevance without requiring a physical presence.
Ready to Build Your Programmatic SEO Engine?
If your brand has strong industry credibility but limited search visibility outside your home market, the gap is closable. CometRank maps your keyword demand across products, locations, and buyer intent, then builds the content infrastructure to capture it at scale.
