SEO CASE STUDY
77% More Organic Clicks for an Interior Materials Store
How Material Depot grew organic clicks from 26,000 to 46,000 per four weeks in three months, turning one of India’s largest interior materials catalogues into search visibility.
Client
Material Depot
Niche
Interior Design Materials (Tiles, Laminates, Surfaces)
Duration
3-Month Campaign
+77%
Organic clicks
+77%
Organic clicks
46.3K
Clicks per 4 weeks
+135%
Search impressions
The Client
Material Depot: One Store for Every Interior Material
Material Depot is a Bangalore-based online e-commerce platform for interior design materials, delivering across India. Built for homeowners, interior designers, and contractors, the company offers a massive selection of over 3 lakh products from more than 1,000 brands, covering everything from tiles and laminates to wallpapers, flooring, and hardware.
The brand operates as an omnichannel supply partner by combining its digital catalog with physical experience centers, allowing buyers to feel and inspect materials in person before ordering. Customers can easily search and source products by material type, finish, or room for their specific renovation and construction needs.
THE CHALLENGE
A Huge Catalogue in a Category Where Buyers Search by Material and Finish
Hundreds of Thousands of Product Pages
With more than 3 lakh products, most individual product pages had little chance of ranking on their own. Search visibility depended on category pages that could gather authority and match broad material searches.
Search Demand Split by Material, Finish and Room
Indian buyers search for very specific combinations, such as matte bathroom tiles or wooden finish laminates. Capturing that demand needed pages that matched the way people describe the material they want.
Competition From Brand Sites and Local Dealers
Manufacturer websites, large marketplaces and local dealers all compete for material searches. A multi-brand store has to show range and useful buying information to rank above them in Google search results.
Thin Category Content
Many category pages listed products with little supporting text. That gave Google few signals about what each category covered and gave buyers little help in choosing between similar-looking materials.
Our Approach
Category Architecture + Material-Led Search Content
Our strategy for Material Depot was built on one insight: people renovating a home search for the material and finish they have in mind, not for a brand or product code. We made sure every important material, finish and room combination had a strong page to land on.
Category and Filter Page Structure
Category and filtered pages were organised around material type, finish, size and room, with crawlable links so Google could find and rank the combinations buyers search for most.
Category Content and Buying Guidance
Key categories gained descriptive copy covering uses, finishes and care, giving Google clear relevance signals and giving buyers the information they need to compare materials.
Product Page Standards at Scale
Titles, attributes and descriptions were standardised across brands so every product page carried the material, finish and dimensions in consistent, searchable terms.
Internal Linking From Inspiration to Product
Room and theme collections were linked to the categories and products behind them, so authority flowed from popular inspiration pages to the pages that generate orders.
The Impact
Organic Clicks Up 77% in Three Months
26.2K → 46.3K
Organic clicks per 4 weeks
+77%
Click growth
1.2M → 2.9M
Search impressions
Comparing the first four weeks of the campaign (27 January to 23 February 2026) with the last four weeks (17 March to 13 April 2026), Material Depot’s search impressions grew from 1.2 million to 2.9 million per four weeks, and organic clicks rose by more than 20,000 per period. The growth came in a short three-month window, which shows how quickly category improvements can be picked up on a large catalogue.
Actionable Insights
What Large Home and Building Materials Stores Can Learn
Categories Carry the Catalogue
When a store lists hundreds of thousands of products, category and filter pages do most of the ranking work. Investing in their structure and content lifts visibility across the whole range.
Match How Renovators Describe Materials
Buyers search by finish, size and room, not by product code. Pages built around those descriptions match real demand and capture searches that a plain product list misses.
Consistency Beats Hand-Written Copy at Scale
On a multi-brand catalogue, consistent titles and attributes across every brand do more for search than detailed copy on a small number of pages, because they lift every product at once.
Link Inspiration to Products
Room ideas and collections attract a lot of searches. Linking them clearly to the categories and products behind them passes that attention on to the pages that actually generate orders.