Mochi Shoe's Organic Traffic Increased By 25% In a Month

The Client

Mochi Shoes is an Indian footwear brand founded in 2000, offering a wide range of fashionable shoes for men, women, and children. The brand’s name is derived from the Japanese word for shoe, which reflects its commitment to high-quality craftsmanship and innovative design. Mochi Shoes has a strong presence in over 40 cities across India, with more than 100 stores and an extensive online presence. The brand is known for its trendy designs, comfortable fit, and durability, catering to the modern-day fashion-conscious consumer. Mochi Shoes continues to evolve and expand its product range while maintaining its commitment to quality and innovation.

The Objective

Their primary objectives were to:

  • Increase website traffic
  • Increase Keywords in the top 10 ranking brackets

The Challenge

Although the content quality was largely on point and the website was loading fast, the organic traffic remained stagnant.

Infidigit performed a detailed audit covering technical assessments like site discoverability, indexation, mobile responsiveness, etc. Here are the significant issues that were discovered through this audit:

  • Google Bots were not able to crawl the website due to excessive javascript
  • The content was getting hidden in accordions in the mobile view
  • Rich Snippets like FAQs were not getting detected on SERP even though keywords were ranking in the 1-5 brackets

The Solution

Once Infidigit narrowed down what the challenges were, the below recommendations were suggested and thereby implemented.

Links, Content & Images that are embedded in JavaScript or other non-HTML elements were not getting properly recognized by search engine crawlers, which led to issues with indexing and ranking. To resolve this, Infidigit recommended serving all the content, links & images in HTML markup.

The content on the web pages was hidden inside an accordion by default and only became visible when a user interacted with it. This caused a problem as hidden content contained important keywords and information that was needed for the search engines to consider when ranking the website. To address this issue, Infidigit recommended keeping the accordion open by default which ensured that the content is visible and crawlable by search engines.

The Result

Post resolving all the content crawlability issues, Infidigit observed the following results:

1. Organic Traffic

Compared to December 2022, Clicks have improved by 25% in a month Compared to December 2022, Impressions have improved by 35% in a month

2. Ranking Improvements

We have seen an improvement in our keywords ranking on the first page. Compared to December 2022, in January 2023, our rankings have improved by 20.49%

3.Rich Results

On removal of accordions, FAQs started showing up on SERP and generating traffic

The below results are observed in a January 2023 compared to December 2022


Improvement in Clicks


Impressions increased


Progression in Rankings

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How fixing Content Crawlability issues for Mochi Shoes increased their organic traffic by 25% in a month