Entity Clarity42/100
Aretto has some entity visibility from the Financial Express feature and its Innovation Lab identity. AI engines lack a clear structured understanding of what the Aretto brand is: when was it founded, what is expandable fit technology specifically, and why it is different from standard kids footwear. Organization schema is absent.
Fix: Add Organization schema with brand name Aretto, founding year 2020, Pune headquarters, product category of kids expandable footwear, and a one-sentence description of the expandable fit technology. Create a structured About page with the founding story, the problem being solved, the patent number, and the Innovation Lab. These signals allow AI engines to build a clear entity model for Aretto.
Extractable Structure38/100
The website is a Shopify-based product store with collection pages and product pages. No editorial content exists with H2 and H3 structured headings. No buyer guides, no age-based selection guides, no technology explanation pages. AI engines have nothing to extract when a parent asks about kids shoe sizing, expandable fit, or which shoe for which age.
Fix: Add structured content sections to the homepage and collection pages: a 200-word technology explainer using H2 headings, an age-based shoe selection guide with H3 subheadings per age bracket, and a FAQ accordion. These structured text blocks are what AI engines index and extract from for conversational answers.
Schema Markup32/100
Product schema is likely present from Shopify's default implementation. FAQPage schema, Organization schema, and HowTo schema are all absent. No structured data exists for the technology explanation or the buying guide content that would make Aretto appear in AI answers for kids footwear queries.
Fix: Implement FAQPage schema on the homepage immediately with 10 questions covering expandable fit technology, sizing, age recommendations, and care. Add Organization schema with brand details. These two additions are the fastest path to AI visibility improvement and can be done without new content by marking up existing site copy.
FAQ Coverage28/100
A FAQ link exists in the site footer but the FAQ content is minimal and policy-focused. No buyer advisory FAQs exist: how does expandable fit work, how many sizes does one pair cover, what age is the expandable mechanism designed for, how does Aretto compare to buying the next size up early, is the shoe safe for flat-footed children, what happens to the shoe structure when expanded. These are the exact questions parents ask before buying.
Fix: Publish a 25-question FAQ page covering five topics: How Expandable Fit Works, Which Shoe for Which Age, Sizing and Fit Guide, Care and Durability, and Value Versus Standard Kids Shoes. Each answer should be 60 to 100 words and answer the question directly in the first sentence. Mark up with FAQPage schema immediately after publishing.
Answer-Led Content35/100
No blog, no articles, no guides exist on the website. Parents researching kids footwear online have no Aretto content to find when they ask questions about expandable shoes, children's foot development, shoe sizing for toddlers, or kids footwear brands in India. AI engines may not consistently cite a brand that has no answer-led content.
Fix: Publish five foundational articles: how expandable fit shoes benefit growing children's feet explained, Aretto versus buying a size up which saves more money, when to buy new kids shoes size guide for Indian parents, kids shoe size chart India by age with buying guide, and how to know if kids shoes fit correctly for healthy foot development. Each must open with a direct answer to a stated parent question.
Specificity & Evidence62/100
Aretto has strong specificity signals: patented technology, Innovation Lab, Financial Express coverage, and product ratings of 4.6 to 4.7. These are referenced on the website but not structured for AI extraction. The patent number, specific expansion range in centimeters or millimetres, the number of sizes covered by one pair, and the tested durability claims are not published in a findable structured format.
Fix: Create a Technology page with specific evidence: the patent number and brief patent claim, the exact expansion range per shoe model, how many UK or Indian sizes one pair covers, the weight of the shoe per size, and results from any durability or foot health testing. Specific numbers are cited by AI engines far more often than general quality claims.