How Group Nirmal nearly tripled search visibility with Kerkar Media SEO
Organic Search Clicks
+76%
5,507 → 9,674 clicks in the last 6 months.
Search Impressions
+191%
135,842 → 395,170 impressions, almost 3x reach.
Average Search Position
13.3 → 9.7
Site-wide average climbed 3.6 positions.
New Page-One Rankings
20+
Non-brand product keywords now on Google page one.
Our search visibility has nearly tripled and we are now ranking on page one for the product keywords our customers actually look for. The Kerkar Media team is responsive, knows the SEO craft, and has been a pleasure to work with.
— Corporate Communications & Sustainability, Group Nirmal
Opening up the full product catalogue to search
Challenge
Group Nirmal sells across ten product families, from GI wires and chain link fencing to welding electrodes, PC wire, XLPE cables, zinc rods and aluminium conductors. Six months ago the site barely registered for any of these category and product-type searches outside of brand queries, which capped how many new buyers could find the business.
Solution
Kerkar Media mapped every product family to its highest-intent commercial keywords, then rebuilt titles, on-page copy, internal linking and schema across category pages, location pages and supporting blog posts. The work prioritised fencing, welding, specialty wire and cable categories where buyer demand was clear in keyword data.
Results
- More than 20 non-brand product keywords moved from not ranking at all to Google page one in the last six months.
- New page-one rankings include barbed wire (#1), chain link fencing (#1), stay wire (#4), welding rod manufacturer (#7), wire manufacturers in india (#3), xlpe wire (#6), coated wire (#1) and metal liner (#7).
- Top non-brand pages like the welding electrodes manufacturer page now pull steady monthly clicks instead of zero.
Pulling the whole site up the rankings
Challenge
Many of Group Nirmal's product pages were already indexed but sat outside page one. The site-wide average position was 13.3, which meant most queries showed the page on Google's second page where almost no clicks happen.
Solution
We focused on the pages with the best position-to-effort ratio and tightened titles, H1s, intro copy, internal linking and content depth for buyer intent. Technical SEO clean-up on indexing, canonicals and crawlable navigation made the gains stick.
Results
- Site-wide average search position improved from 13.3 to 9.7 — page two to page one on average.
- Search impressions grew +191% (135,842 → 395,170), almost a 3x jump in reach.
- Total organic clicks grew +76% (5,507 → 9,674) in the same six months.
Source: Google Search Console. Last 6 months (22 Dec 2025 to 21 Jun 2026) vs. previous 6 months (22 Jun 2025 to 21 Dec 2025). Web search, all devices, all countries.
The keywords driving the climb
A snapshot of non-brand product and category keywords where Group Nirmal either started ranking from zero or moved meaningfully up the page in the last 6 months. Focused on fencing, welding electrodes, speciality wires and cables.
| Keyword | Monthly volume | Position | Status |
|---|---|---|---|
| barbed wire | 6,500 | #1 | Ranked #1 |
| chain link fencing | 2,800 | #1 | Ranked #1 |
| chain link fence | 1,200 | #13 | New |
| stay wire | 900 | #4 | New |
| liners | 700 | #1 | Ranked #1 |
| welding rod manufacturer | 200 | #7 | New |
| welding rod company | 150 | #9 | New |
| wire manufacturers in india | 100 | #3 | New |
| spring steel wire | 100 | #11 | New |
| carbon wire | 90 | #7 | New |
| welding rod manufacturers in india | 80 | #4 | New |
| xlpe wire | 70 | #6 | New |
| xlpe insulated | 40 | #8 | New |
| metal liner | 40 | #7 | New |
| what is the function of an earth wire | 40 | #3 | New |
| fence manufacturers | 30 | #3 | New |
| coated wire | 30 | #1 | Ranked #1 |
| wire manufacturing company in india | 30 | #5 | New |
| coating wire | 20 | #8 | New |
| Keyword | Monthly volume | Position change | Status |
|---|---|---|---|
| zinc rod | 150 | #6→#1 | Ranked #1 |
| zinc wire | 150 | #10→#1 | Ranked #1 |
| welding electrodes manufacturers | 150 | #10→#1 | Ranked #1 |
| pc wire | 150 | #11→#3 | Top 10 |
| steel wire manufacturers | 60 | #9→#5 | Top 10 |
| residential chain link fence | 50 | #11→#7 | Top 10 |
Source: Ahrefs Site Explorer. Organic keywords for groupnirmal.com, India, as of 20 Jun 2026 vs. 20 Dec 2025. Branded keywords excluded.