Infidigit boosted Mochi Shoes’ Non-Brand Clicks By 107% via SEO
The Client
Mochi Shoes is a popular platform for footwear, offering a wide assortment of handbags, belts, and other accessories across India. With a massive array of walk-in outlets across the country, Mochi Shoes has grown into a brand that is synonymous with fresh designs and creativity for young Indians offline as well as online.
The Objective
The footwear industry is fiercely competitive, with numerous well-established brands wielding substantial budgets fighting for top positions. Mochi Shoes had set out with the goal to improve their organic presence on SERPs.
To make this a reality, the following objectives were laid down, amidst the oversaturation of aggregators dominating the SERPs in the online space.
- Increase the number of non-brand keywords ranking in the top 10 bracket
- Increase the non-brand clicks by 100%
- Increase revenue by 50%
- Enhance crawling & indexing processes
- Improve mobile version accessibility for search engine bots
- Ensure the serving of major HTML attributes in accordance with web standards
The Challenge
In light of this, the following difficulties were identified:
- Absence of schema markup hindered structured data presentation to search engines, affecting rich results.
- Internal linking lacked structure and context, impacting user navigation and search engine understanding.
- High page load time led to a poor user experience and had negative effects on search engine rankings.
- Google bots faced difficulty crawling the website due to excessive JavaScript, hindering content indexing.
- Content was getting hidden in accordions in the mobile view led to user & Google bot accessibility issues.
- Rich snippets like FAQs went undetected on the SERP, despite keywords ranking in the 1-5 brackets.
- Discrepancy between targeted keywords and actual content impacted relevance and overall SEO performance.
The Solution
Once Infidigit narrowed down what the goals & challenges were, a comprehensive strategy was created. The following points formed the base of the strategy:
For On-Page SEO:
Deep Keyword Analysis:
- Identified relevant keywords for content and landing pages
- Created and optimized over 200 pages to rank for targeted keywords
Ratings & Reviews + Product Schema Markup
- Implemented Product + Ratings & Review schema markup
- Ongoing presence of reviews and high-quality imagery for enhanced trust
- Improved rich snippets on search engines, boosting product credibility and click-through rate
Internal Linking Structure:
- Devised a strategy linking important pages with anchor text rich in relevant keywords
- Encouraged user exploration and increased likelihood of cross-selling
Minimized Page Load Times:
- Optimized product pages for mobile users, ensuring fast-loading webpages
- Improved user experience, reducing bounce rates and increasing sales
Content Accessibility & Recognition:
- Served all content, links, and images in HTML markup for proper recognition by search engines
- Addressed hidden content within accordions, ensuring visibility and crawlability
For Off-Page SEO:
Building Authority With Backlinks:
- Devised a link-based strategy for securing backlinks from niche-relevant subsidiary websites
- Created link-worthy content for brand promotion
For Technical SEO:
- Performed a detailed technical audit covering site discoverability, indexation, and mobile responsiveness
- Resolved issues related to crawlability, content visibility, and mobile optimization
The Result
These results show a comparison between the time frame of September 2021 to January 2023.
105%
Overall Clicks increased
103%
Brand Clicks increased
107%
Non-Brand Clicks increased
145%
Non-Brand Keywords in the top 10 ranking bracket increased
108%
Revenue increased
Beauty & Fitness
Health
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