SEO Case Study: Mayapuri.com
Client Overview
Client Name: Mayapuri
Website: https://mayapuri.com/ Industry: Bollywood News, Entertainment Media, Celebrity Updates
Target Location: India
Mayapuri is one of India’s most recognized Bollywood and entertainment media brands, known for delivering film news, celebrity interviews, gossip, and industry insights. Despite strong brand recall, the website faced challenges in organic visibility due to high competition in the entertainment news space.
Business Challenge
The Indian entertainment news niche is extremely competitive, dominated by large media houses and fast-publishing portals. Mayapuri faced the following SEO challenges:
- Inconsistent organic traffic growth despite high-quality content
- Poor visibility for trending Bollywood and celebrity-related keywords
- Weak technical SEO foundation affecting crawlability and indexation
- Limited keyword coverage beyond branded searches
- Low SERP visibility for long-tail and Google Discover-friendly content
SEO Objectives
The primary goals of the SEO campaign were:
- Increase organic traffic from Google Search & Discover
- Improve rankings for Bollywood news, celebrity updates, and film-related keywords
- Strengthen topical authority in entertainment journalism
- Fix technical SEO issues impacting performance
- Enhance CTR through optimized headlines and metadata
SEO Strategy Implemented
- Conducted a full technical SEO audit
- Fixed crawl errors, index bloat, and redirect issues
- Improved Core Web Vitals (LCP, CLS, INP)
- Optimized mobile usability for news consumption
- Implemented structured data (NewsArticle, Breadcrumbs, Organization)
- Identified high-intent keywords across:
- Fashion collections
- Apparel categories
- Lifestyle accessories
- Brand + product combinations
- Mapped keywords to existing and new content
- Focused on long-tail, trend-driven, and AEO-friendly queries
- Optimized headlines for CTR while maintaining editorial tone
- Improved H1–H3 hierarchy for news articles
- Added internal links between related celebrity and movie content
- Optimized image alt text for Google Discover visibility
- Enhanced E-E-A-T signals through author profiles and editorial schema
- Improved visual storytelling with high-quality featured images
- Optimized publish time based on audience activity
- Used emotionally engaging yet compliant headlines
- Focused on freshness, topical relevance, and authority
- Built strong interlinking between celebrity clusters
- Improved category and tag structure
- Reduced orphan pages
- Enhanced crawl depth for trending content
- Monitored keyword movements weekly
- Tracked Discover impressions & clicks via GSC
- Refined content strategy based on trending queries
- Continuous metadata testing for CTR improvement
Results Achieved
Within months of implementing the SEO strategy, Mayapuri achieved:
- Significant growth in organic traffic
- Improved rankings for non-branded Bollywood keywords
- Increased visibility in Google Discover
- Better crawl efficiency and index coverage
- Higher engagement metrics (time on page & pages/session)
(Exact numbers can be added if required for client reporting.)
Key SEO Wins
- Established topical authority in Bollywood news segments
- Improved Discover performance for celebrity-driven content
- Reduced dependency on branded searches
- Strengthened long-term organic visibility
Tools Used
- Google Search Console
- Google Analytics 4
- Screaming Frog SEO Spider
- Ahrefs / SEMrush
- PageSpeed Insights
Conclusion
Through a data-driven SEO strategy focused on technical excellence, content optimization, and Discover visibility, Mayapuri successfully strengthened its organic presence in India’s competitive entertainment news ecosystem. The campaign laid a strong foundation for sustained organic growth and long-term search dominance.