Growing an EV & Solar Marketplace to 75K Monthly Organic Visits with Programmatic SEO

Situation

Ecozaar is a marketplace that connects buyers with EV infrastructure and solar installation providers across India.

When I joined as SEO Lead, the site had almost no organic presence:

• Almost all traffic came from branded searches. Non-branded visibility was near zero.
• The site had crawl issues — thousands of low-value faceted URLs were being indexed, while the important commercial pages weren’t getting crawled quickly enough.
• Only 45 pages were indexed and performing in search. No local or category landing pages existed.
• Site health score on Screaming Frog was below 70%, with duplicate meta tags and broken internal links.

What I Did

1. Programmatic Landing Pages

• Built dynamic page templates for 1,000+ location and category combinations — e.g., EV charger installation in Bengaluru, solar subsidy guide for homeowners.
• Set up proper canonical tags and an automated XML sitemap tied directly to real search demand.
• Built an internal linking system that connects parent category pages to local sub-pages automatically.

2. Technical SEO & Crawl Fixes

• Analysed server logs to find where crawler time was being wasted. Blocked useless URL patterns via robots directives.
• Improved Core Web Vitals: cut Largest Contentful Paint (LCP) from 3.8s to 1.7s by deferring non-critical scripts and using proper image sizing.
• Added JSON-LD schema markup (Product, LocalBusiness, FAQPage, AggregateRating, BreadcrumbList) across all key page types.

3. Hack Recovery (within same tenure)

• Ecozaar was hit by a major hack that generated 3 million spam pages in Google’s index.
• Identified and removed all malicious code. Submitted HTTP 410 responses for spam URLs to speed up de-indexing.
• Restored organic traffic from 40K back to 75K monthly visits.

4. Team & Reporting

• Led a team of 5 across content, frontend development, and analytics.
• Set up weekly OKR check-ins and a Looker Studio dashboard to catch indexing issues early.

Results

Within 9 months:

• Monthly organic sessions grew from near zero to 75,000 visits — entirely through organic search, no paid spend.
• Indexed commercial pages grew from 45 to 1,200+.
• Crawl health score improved from 68% to 96% on Screaming Frog.
• Recovered the site fully after a 3-million-page spam hack.