JBM Buses needed to be found by fleet operators and state transport buyers just as India’s e-bus tenders began accelerating. In a year, organic sessions grew from 11,398 to 28,505 — and engagement held.
Electric buses are a category where the buyer is not a consumer. Fleet operators, state transport undertakings and procurement teams research specifications, range, depot infrastructure and tender eligibility long before anyone speaks to a salesperson. That research happens in search.
The problem was that the obvious terms were already owned by established commercial-vehicle brands with decades of domain authority behind them. JBM Buses had the product and the manufacturing credibility, but its content was organised around internal model naming rather than the language buyers actually use — which meant the site was largely absent from the queries that mattered.
Between August 2025 and August 2026, organic search sessions grew 150.09%, from 11,398 to 28,505. Engaged sessions grew slightly less in percentage terms but far more in absolute terms, rising 138.54% from 7,237 to 17,263.
The figure we pay most attention to is the third one. Engagement rate finished at 60.56% against 63.49% the year before — a movement of under five percent. Growth of this size usually comes with a collapse in engagement, because scaling traffic normally means reaching further down the intent curve. Holding near 60% while adding more than seventeen thousand organic sessions means the additional traffic was the right traffic.
| Organic search | Aug 2024–25 | Aug 2025–26 | Change |
|---|---|---|---|
| Sessions | 11,398 | 28,505 | +150.09% |
| Engaged sessions | 7,237 | 17,263 | +138.54% |
| Engagement rate | 63.49% | 60.56% | −4.62% |
| Events per session | 6.28 | 6.04 | −3.80% |
Source: Google Analytics 4, jbmbuses property. Figures cover the organic search channel; site-wide totals include other channels.
In B2B categories with long procurement cycles, the win is rarely a single keyword. It is being present across the whole research path — the policy question, the specification comparison, the depot and charging question, and finally the model page. Building that path deliberately, and linking it together, is what turned a site that ranked for its own brand into one that ranks for the category.
If your buyers research for months before they contact you, search is where that research happens. We can show you what they are looking for and what you are missing.
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