Turning an Invisible Street-Food Brand into a Search Leader!

Tikz Media fixed MMV Mumbaiya’s indexing, rebuilt its content structure and optimized its technical SEO and schema in 90 days, lifting clicks by 175.7% and putting 10 of 19 tracked keywords at #1.

Client MMV Mumbaiya
Industry Food & Beverage / Franchise
Services SEO
Engagement Ongoing: 4 Months
Approach

Fixing the foundation before scaling content.

Client Overview

MMV Mumbaiya serves Mumbai-style street food, led by vada pav and misal pav, and also offers franchise opportunities. The brand runs a main domain and a separate US sub-domain, each meant to reach its own market. It serves two audiences at once: customers searching close to home, and prospective owners comparing franchise options. When Tikz Media joined, neither audience could reliably find the brand.

The Objectives

A Strong Foundation Makes all the Difference.

Objective 1

Restore the brand’s presence in search results and fix the indexing issues holding it back.

Objective 2

Build a content structure and technical foundation that keeps rankings stable as the site grows.

Objective 3

Reach both the main and US audiences for franchise, product and “near me” searches.

Priority Workstream
01
Indexing Fixes
Corrected the canonical and no-index setup that was keeping pages out of search results.
01
New Content Structures
Rebuilt how pages are organized so each search intent has a page that answers it.
01
Technical SEO Optimization
Cleaned up the technical issues that limited how search engines crawled and understood the site.
01
Schema Implementation
Added structured data so search engines could read the brand, menu and franchise pages clearly.
What changed
+
The Brand Became Visible Again
Fixing the indexing setup put the site back in front of searchers. Impressions grew from 99.9K to 180K.
+
More Searches Became Visits
Clicks rose from 1.36K to 3.75K. Showing up is one thing. Being chosen is another, and CTR improved from 1.4% to 2.1%.
+
Rankings Moved Up
Average position improved from 6.1 to 5.6. Ten of 19 tracked keywords now hold the top spot.
+
Visibility Spread Across Intent Types
#1 positions cover franchise searches, product and menu searches, and “near me” searches.
01 — The challenge

Competing in a High-Trust, High-Intent Search Landscape.

Challenge 1: The main domain was nowhere in the results

For the searches that mattered, the brand’s main domain simply did not appear. No visibility means no clicks, and no clicks means no customers or franchise enquiries.

Challenge 2: Two domains working against each other

In the US region, the US domain was canonicalized to the main domain, while the US sub-domain was set to no-index. Search engines were told to ignore the page that was meant to rank. The result was a crash in rankings.

Challenge 3: An unoptimized technical foundation

Technical SEO issues limited crawling, indexing and performance across the site. Content improvements alone could not fix that.

02 — The strategy

Fix the Foundation, Be Accessible where People Search Today!

Strategic framework
01
Fix the Indexing
This came first, because nothing else works if pages are not indexed. The canonical and no-index conflicts were resolved so each domain could be found in the right market.
01
Build New Content Structures
Pages were reorganized around how people actually search: franchise, product, menu and local intent. Each keyword group was mapped to the page that best answered it.
01
Optimize Technical SEO and Schema
Technical issues were resolved and structured data was implemented across key pages. Search engines could then crawl, understand and display the brand properly.
What success meant
+
Indexing Restored
Priority pages indexed and visible in search results.
+
Visibility Recovered
More impressions across franchise, product and local searches.
+
Ranking Authority
Top positions for the brand’s most valuable keywords.

Exceptional Growth, Scalable Systems, All With a Strong Foundation!

In 90 days, clicks grew 175.7%, impressions grew 80.2%, and 10 of 19 tracked keywords reached #1.

Target Keyword Visibility
Priority Keyword Position
vada pav franchise #1
mumbai vada pav franchise #1
vada pav #1
misal pav #1
vada pav menu #1
vada pav near me #1
best misal pav near me #1
vada pav franchise cost #6
Why Tikz Media

What We Do Differently!

Full-Funnel SEO, Not Just Rankings

Rankings are one part of the picture. We look at clicks, CTR and the intent behind each keyword, from franchise research to "near me" searches.

Hands-On Technical and Structured Data Practice

Technical fixes and schema are implemented, not just recommended in an audit.

Transparent, Data-Backed Reporting

Every number here comes from Google Search Console and keyword tracking. No vanity metrics

Want results like this for your site?

Tikz Media handles the technical groundwork and the content, so your team only sees the report.

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