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Infidigit’s Content-First SEO Strategy for Mochi Shoes
The Client
Mochi Shoes is one of India’s most recognised footwear brands, known for its craftsmanship, quality, and trend-led designs. With a strong offline presence and brand recall, Mochi Shoes was well-positioned in the Indian market. However, in an increasingly competitive online landscape, the brand needed more than recognition—it needed sustained visibility, engagement, and measurable growth through organic channels.
This is where Infidigit stepped in.
The Objective
Between April 2023 and September 2023, the key objectives were to:
- Build a content ecosystem that engaged users across every stage of their journey.
- Optimise the website for improved search visibility and seamless user experience.
- Increase organic sessions, transactions, and revenue without relying on paid campaigns.
Mochi has been working with Infidigit since 2019, and we’ve seen extraordinary growth on our site. The brilliant minds have helped us achieve 6x organic site visits within the past 18 months.
The Challenge
The footwear industry in India is a highly competitive space. While Mochi Shoes had a loyal customer base and a strong brand image, the website faced:
- Limited keyword coverage across landing pages and blogs.
- Gaps in internal linking and on-page structure.
- Under-optimised category and collection pages.
- The need to grow organic visibility without depending on paid traffic.
To achieve measurable growth, the focus had to be on strengthening content and SEO fundamentals simultaneously.
- Pro Tip
When each page serves a clear purpose and aligns with how users search, your content evolves from simple storytelling into a performance engine.
The Solution
Team Infidigit implemented a content-first SEO strategy that connected user intent with business goals, ensuring every page on the website worked harder for performance.
1. Understanding the Business and User Intent
We began by analysing the website’s structure and the audience’s search behaviour. The focus was on identifying how people searched for footwear needs—whether it was interview-ready shoes or rain-friendly options—and aligning Mochi’s offerings to those patterns.
2. Rebuilding and Optimising Landing Pages
- Created seasonal guides, buying advice, and footwear care pages tailored to specific user needs.
- Enhanced page structures to improve navigation and user experience.
- Focused on on-page optimisation and metadata enrichment for improved visibility.
3. Comprehensive SEO and Content Audits
- Conducted a 500+ page audit to identify structural gaps and content opportunities.
- Implemented AI-driven keyword mapping to align every page with user intent.
- Optimised metadata to improve CTR and search performance.
4. Content Creation and Strategy
- Built a content plan around user journeys—from discovery to decision-making.
- Worked with SEO and fashion-trained writers to ensure a balance between creative storytelling and optimisation.
- Developed internal linking pathways that connected blog, category, and product pages effectively.
5. Execution in Action
Our changes went beyond standard optimisation:
- Decision-Making Content: Blogs and guides helped users make informed footwear choices.
- Use-Case Pages: Targeted landing pages captured high-intent search queries.
- Collection Pages: Structured layouts enhanced user navigation and engagement.
- Interlinking: A systematic interlinking strategy improved content performance across the site.
- Do’s
- Do align content themes with user intent and high-search-value footwear categories.
- Do maintain consistent keyword mapping across blogs, collections, and product pages.
- Do prioritise readability and design hierarchy for better UX.
- Do monitor ranking data to update and refine content regularly.
- Don’ts
- Don’t duplicate product descriptions across pages.
- Don’t rely solely on seasonal trends without evergreen content balance.
- Don’t overlook internal linking opportunities between related footwear categories.
- Don’t ignore content freshness—periodic updates sustain visibility.
The Result
The transformation was measurable and impactful:
23%
Improvement in Clicks
78%
Improvement in Impressions
Ranking Improvements
Notable boosts across competitive queries, including within AI-driven search overviews.
The Conclusion
This case study showcases how Infidigit helped Mochi Shoes take a confident leap into a content-led digital future. Through a well-planned strategy, precise optimisation, and a commitment to user intent, the brand’s website was transformed into a high-performing digital ecosystem that continues to drive organic growth.
It’s a pleasure to be working with an agency that has been honoured worldwide for its data-driven approach towards its work. Recently, we awarded Infidigit with our sister website, Metro, for creating a similar or a better growth story than Mochi.
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