Driving Global Leads for Ankit Pulps & Boards Through SEO
Problem Statement
Ankit Pulps & Boards is a trusted manufacturer and global supplier of pharmaceutical excipients and food additives, with over 35 years of expertise. Their product portfolio includes widely used ingredients like Microcrystalline Cellulose, Spirulina, and other excipients that cater to pharmaceutical, nutraceutical, and food industries.
Despite having a strong manufacturing legacy and a wide international client base, the company faced challenges in its digital presence:
Low Organic Visibility
Key products were not ranking on the first page of Google search results, especially in competitive global markets.
Lead Generation Gap
The website received traffic, but it did not consistently translate into high-quality B2B leads.
International Competition
Larger global players with aggressive SEO strategies dominated search results for excipient-related queries.
To strengthen its position as a global excipient leader, Ankit Pulps & Boards partnered with Addinfi to build a structured SEO strategy aimed at increasing product visibility and generating qualified leads.
Findings
A comprehensive SEO audit revealed major opportunities
High Search Demand for Excipients
- Keywords like Microcrystalline Cellulose Manufacturer, Spirulina Supplier, and Pharma Excipients Exporter had high monthly search volumes with strong commercial intent.
- These keywords were dominated by a few global suppliers, leaving room for a strong player like Ankit Pulps to claim visibility.
Website Gaps
- Product pages lacked structured keyword optimization.
- Meta tags, headings, and on-page content did not align with industry-specific search terms.
Content Deficiency
- Limited technical and educational content existed around excipients, which affected authority-building.
Global Opportunity
- Since pharma and food excipients have a worldwide demand, ranking on Google could bring not just Indian buyers but also international clients directly to the company.
Solution
Addinfi implemented a targeted SEO strategy to build visibility, credibility, and lead generation potential.
1. Keyword Optimization & On-Page SEO
- Restructured product pages for Microcrystalline Cellulose, Spirulina, and other excipients with keyword-focused titles, meta descriptions, and technical on-page improvements.
- Implemented structured data and schema to make products more discoverable in Google search.
2. Technical SEO Improvements
- Enhanced website loading speed and mobile responsiveness to meet Google’s Core Web Vitals standards.
- Fixed broken links, optimized URL structures, and improved sitemap submissions for better crawling and indexing.
3. Content Marketing
- Created in-depth product descriptions highlighting applications, benefits, and compliance standards (e.g., pharma-grade, food-grade).
- Published educational blogs such as “Role of Microcrystalline Cellulose in Pharmaceutical Formulations” and “Spirulina – A Superfood for Nutraceuticals” to capture informational search intent.
4. Link Building & Authority
- Built backlinks from industry-relevant pharma directories, B2B portals, and global trade publications.
- Focused on authority signals to improve ranking in highly competitive product categories.
5. Continuous Monitoring & Optimization
- Tracked keyword ranking performance weekly.
- Tweaked content and link-building strategy based on international competitor benchmarks.
Scaling & Results
- Top Google Rankings – Ankit Pulps & Boards’ key products like Microcrystalline Cellulose and Spirulina consistently ranked on the first page of Google search results globally.
- 100+ Qualified MQLs Every Month – The optimized SEO funnel attracted buyers from pharmaceutical and food industries across India, Europe, and the Middle East.
- Improved Lead Quality – Instead of general inquiries, leads were highly specific, often mentioning product grades, volumes, and compliance certifications.
- Sustainable Growth – Organic traffic steadily increased, reducing dependency on paid campaigns for lead generation.
Key Drivers of Success
- Product-Centric SEO – Instead of generic terms, the focus was on ranking for specific excipients, aligning with B2B purchase behavior.
- Content Depth – Educational content built authority and trust with international buyers.
- Global Optimization – SEO efforts were aligned for both Indian and overseas search markets.
- Consistent Funnel – With 100+ MQLs every month, the sales pipeline gained predictability and sustainability.
Conclusion
By implementing a strategic SEO program, Addinfi helped Ankit Pulps & Boards secure top rankings for high-value excipient keywords like Microcrystalline Cellulose and Spirulina. This visibility directly translated into 100+ qualified monthly MQLs, creating a steady inflow of business opportunities from both domestic and international markets.
This case study demonstrates how SEO, when executed with a product-first and market-specific approach, can be a powerful growth driver for B2B manufacturing companies in pharmaceuticals and food industries.
