JSW Steel | India's second largest private sector steel company

Objective

India’s largest steel exporter, JSW Steel, needs no introduction. For a company with steely ambitions for nation-building, it sharing its voice on digital that was proving to be a tough nut to crack. Thus, we set out to improve JSW Steel’s overall and organic website traffic and make it amongst the top ranked websites on Google.

Approach

We forged a content-led digital strategy to break the clutter for JSW Steel and lay their foundations in the minds of India’s growing and eager internet audience.

  • First up was repairing their existing digital footprint. We optimized the website for technical on-page element fixes to improve performance on mobile devices
  • Next, it was time to raise brand visibility. We identified pages with weak content & developed unique & informative content around targeted high searched and relevant keywords – bringing JSW Steel into everyday Google searches
  • A multinational infrastructure giant without a blog? We quickly fixed that with the creation of an internal blog section and regularly posted quality content with the ‘Wow factor’ for sustained reach
  • Brick by brick, we built awareness with content, followed by product-led communication in long form SEO content to relate with the niche segment

Achievements

JSW Steel’s digital foundations are surely looking robust and durable!

  • There’s been a 32% increase in organic traffic in 6 months, which means more and more people are getting to learn about the brand, and we’re loving it
  • JSW Steel is acing top of the mind recall and searchability with 100+ non-brand keywords now ranking on Google 1st page