Summary
Marketing for the Digital Age When the entire world was closing down during the pandemic, Mochi Shoes and Infidigit turned it into an opportunity to scale up and rise above the challenging circumstances. Even once things started returning to normal, Mochi Shoes could sustain its growth. A planned strategy was implemented that covered vital aspects affecting organic visibility. As a result, Mochi Shoes’ online growth story matched its offline stores' spectacular results.
Challenge
Mochi Shoes is a one-stop shop for all fashion footwear and one of the leading brands in the footwear market. With COVID-19 ending, offline stores have started to observe more footfalls. The challenge now was to maintain the momentum developed during COVID-19 and increase the revenue through organic search.
Objective
To increase revenue during COVID -19 and maintain the momentum post-pandemic through organic search, the following goals were established: Increase organic revenue by 30x Increase the ROAS by 300% (ROAS - Return on ad spend is a marketing metric that measures the revenue earned for every dollar spent on advertising.) Increase the number of non-brand keywords in the top 10 positions by 50% Increase Sessions by 10x Increase Overall Impressions by 12x Increase Non-Brand Impressions by 10x Increase Non-Brand Clicks by 10x
Strategy
Keeping the above objects in mind, the following action points were enlisted: User Experience Improve user experience by making the website more responsive by optimizing page speed, implementing PWA, and providing easy navigation. On-Page SEO Long-Tail Keywords (LTK) - Re-optimise the existing content by targeting LTKs H1 Tags - Rectify all H1 Tags to give a clearer glimpse into the content of the pages Canonical Tags - Add proper self-referencing canonical tags to all the pages to avoid duplicacy issues Internal Linking - Implement breadcrumbs and contextual footer links to increase internal linking Video Embedding - Embed videos on category pages to help rank higher on Video SERPs Above the Fold (ATF) - Add primary and secondary keywords, based on search volume, to above-the-fold content Dynamic Price Table (DPT) - As products change weekly, add a DPT to increase the crawlability of category pages. Creating SEO-friendly Content EAT Framework - Add new content to the website based on the EAT (Expertise, Authoritativeness, and Trustworthiness) framework Refresh old content - Re-optimise existing content to achieve a better ranking on the SERP. Add FAQs - Implement FAQs to target different sets of user queries. Technical Development Website Revamp - Revamp to enhance user experience. SSR Implementation - Implement Server-Side Rendering (SSR) on the website Structured Data - Generate and implement structured data for higher rankings on the SERP. Crawlable Top Navigation - Make the website's top navigation crawlable even if the JavaScript is disabled so that Google bots can crawl. Gender-Neutral Pages - Create gender-neutral pages to target high-volume keywords and capture a larger market share on SERPs. Resolve Caching Issue - Resolve the homepage crawling issue by adding various IP addresses to the firewall exclusion list. Brand Strategy Modify content based on brand keywords Create new and compelling meta titles and
Data
The task was to maintain the momentum gained at COVID-19 while increasing revenue through organic search. To accomplish this, we needed to raise brand awareness online, identify issues with the existing website, identify user search intent keywords, increase keyword rankings, and improve the website's user experience. The following actions were taken to overcome these obstacles: The best SEO practices were used to implement the website redesign. Keyword research was carried out, and user search intent keywords were identified. Tail keywords were targeted in the content. The content was reoptimized based on the brand keywords. FAQs, Videos, Ratings & Reviews, and Product Schema have been added. Performed a competitor analysis, which assisted us in determining the website's strengths and weaknesses. Identified the website's technical issues. Together, these efforts helped envision a clear path of progress in the organic channel, enabling stiff competition against industry leaders and aggregators.
Solution
Results
The large-scale process was systematically completed with a focussed approach toward strategizing and execution. All the efforts into the multi-focus strategy soon yielded results surpassing expectations. Listed below is a glimpse into the spectacular results: Increase in Organic Revenue by 46X% Increase in ROAS by 503% Organic Sessions increased by 16X Overall impressions increased by 16X Non-Brand Impressions increased by 18X Non-Brand Clicks increased by 14X Non-Brand Keywords Ranks in the top 10 position increased by 84% The smooth implementation of fresh and unique website content helped increase keyword rankings and higher rankings on the SERP. The FAQ content generated for category pages and the following FAQ schemas implemented resulted in Mochi Shoes becoming the first e-commerce website to be featured in FAQ snippets on the SERPs. These results assisted Mochi Shoes in gaining a competitive advantage on the SERPs, making the most of its website during the campaign period's online shopping boom.
