BambooPaper.in: ten city pages and a comparison-led catalogue, measured from launch
A subscription-first bamboo tissue brand launched into a category where buyers search for suppliers and manufacturers by city, not for brands, and where a paid campaign was running in parallel from the start.
- Timeline
- First Google impressions 29 May 2026; data to 11 October 2026
- Stages covered
- AccessUnderstandRetrieveCiteConvert
Headline results
21 to 127
Google clicks per month · Jun vs Sep 2026
Source: Search Console, web search
639 to 4,681
Google impressions per month · Jun vs Sep 2026
Source: Search Console, web search
57 to 774
Impressions in Google AI features per month · Jun vs Sep 2026
Source: Search Console, Generative AI features filter
27 to 531
Citations in Bing AI answers per month · Jul vs Sep 2026
Source: Bing Webmaster Tools, AI Performance
Month by month
The whole series, not just the two ends
Monthly totals summed from the daily exports. The first month starts at the first recorded impression; October 2026 is partial and left out.
| Month | Value |
|---|---|
| May | 0 |
| Jun | 21 |
| Jul | 101 |
| Aug | 138 |
| Sep | 127 |
| Month | Value |
|---|---|
| May | 19 |
| Jun | 639 |
| Jul | 1,990 |
| Aug | 4,287 |
| Sep | 4,681 |
| Month | Value |
|---|---|
| May | 0 |
| Jun | 57 |
| Jul | 400 |
| Aug | 644 |
| Sep | 774 |
| Month | Value |
|---|---|
| May | 0 |
| Jun | 0 |
| Jul | 27 |
| Aug | 61 |
| Sep | 531 |
Context
The property, and what the exports show
The property
BambooPaper.in sells bamboo toilet rolls, kitchen towels, facial tissues, napkins and hand towels across India, on subscription or one-time. It is one of our own properties. The site is a static build with 83 URLs: six product categories, 27 SKUs, ten city supplier pages, a wholesale page, a blog and the policy pages.
What happened
The queries that convert to clicks are supplier and manufacturer searches: “bamboo tissue paper manufacturers in india” (17 clicks, 7.8% CTR), “bamboo tissue manufacturers in india” (12 clicks, 11.9% CTR) and “bamboo paper manufacturers in india” (5 clicks, 16.1% CTR). The generic “bamboo paper” query brings the most impressions (963) at position 7.7. India accounts for 410 of 437 clicks.
The city pages did what they were built for. Bengaluru (24 clicks, 7.3% CTR), Hyderabad (19 clicks, 10.1%) and Delhi (17 clicks, 6.6%) sit in the top six URLs, and GA4’s city report lists Delhi, Ahmedabad, Mumbai, Bengaluru, Hyderabad and Chennai as the top visitor cities.
In GA4, chatgpt.com appears as a session source 28 times out of 1,201 sessions (2.3%) and Perplexity once. Paid search led acquisition in this window (715 first-time users from google / cpc against 234 from google / organic), which is the main reason organic cannot be read in isolation here.
Approach
Stages this engagement covered
Filled stages are the ones we worked on.
- 1Access
- 2Understand
- 3Trust
- 4Retrieve
- 5Cite
- 6Convert
Give Google and AI engines a clear entity (who operates the brand, what it sells, where it delivers) and a page for each buyer question: ten city supplier pages, a wholesale page, a bamboo story page and 27 SKU pages. Measure organic separately from the paid campaign. Stages Access, Understand, Retrieve, Cite and Convert.
What we did
Changes, in order of impact
- Ten city supplier pages (Bengaluru, Hyderabad, Delhi, Mumbai, Chennai, Kolkata, Pune, Ahmedabad, Gurgaon, Rajkot) each with City and OfferCatalog markup and delivery times. The Bengaluru, Hyderabad and Delhi pages are three of the top six URLs by clicks.
- An About page that states the operator, the catalogue and the certifications in plain text. It is the most-clicked page on the site (110 clicks) and the page most often shown in Google's AI features (727 impressions).
- Organization, WebSite and SearchAction structured data, with one Organization entity reused on every page.
- robots.txt that allows every crawler, names OAI-SearchBot and keeps only cart, checkout, account and API paths out; an 83-URL sitemap; llms.txt and ai.txt describing the 27 SKUs and HSN classification.
- Subscription and one-time purchase paths on every product, with a HORECA wholesale page for hotels and restaurants.
Results
Before and after, same sources, same window
| Metric | Before | After | Window | Source |
|---|---|---|---|---|
| Google clicks per month | 21 | 127 | Jun vs Sep 2026 | Search Console, web search |
| Google impressions per month | 639 | 4,681 | Jun vs Sep 2026 | Search Console, web search |
| Impressions in Google AI features per month | 57 | 774 | Jun vs Sep 2026 | Search Console, Generative AI features filter |
| Citations in Bing AI answers per month | 27 | 531 | Jul vs Sep 2026 | Bing Webmaster Tools, AI Performance |
Open questions
What did not work, and what comes next
Not yet working, or not yet known
- Click-through rate fell from 5.1% in July to 2.7% in September as impressions grew; most new impressions are generic category terms at positions 8 to 15.
- Product snippets earned 59 clicks from 3,540 impressions (1.7%). Merchant listings appeared only 27 times.
- Clarity shows 157 of 472 sessions from returning users and dead clicks in 14% of sessions.
- GA4 recorded two key events, so conversion cannot be reported from this export.
What we would do next
- Separate paid and organic brand demand with a branded-query segment in Search Console.
- Submit the catalogue to Merchant Center so product snippets can become listings.
- Carry the About page's plain-language entity statement onto each city page, which rank on their own but are not yet shown in AI features.
Related services
How we do this work
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