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Vespa SEO Case Study, SEO Case Study, Search Engine Optimization | Resolute Digital

December 2010 - Present

URL: vespausa.com
Product: Vespa Scooters
Campaign: SEO

Background:

Vespa USA is one of the most easily recognized motor scooter companies in the world. Part of the larger Piaggio Group, Vespa has sold stylish scooters since 1946 and established itself as the emblematic brand representation of the entire scooter market. In recent years, Vespa USA has seen steadily rising sales following the increased gas prices and the current economical climate in the United States.

Challenges:

Vespa USA has a very strong brand identity, which meant the highest-ranking keywords were almost exclusively branded. The site's title tags, meta descriptions and meta keywords were not as robust as they should have been and were not unique to each page's content. The site was also built primarily in Flash, which means that search engines were not ranking the pages as well or as accurately as they should have been. When websites are built in Flash or other interactive technologies, most search engines track visitors as occurring on one page only although users experience much more content than that.

Results:

First, Resolute Digital performed extensive keyword analysis to understand the search volumes surrounding both branded and unbranded scooter keywords. Resolute Digital also performed keyword analysis on major competitors to get an accurate sense of the search volumes surrounding product keywords.

After compiling a solid list of unbranded keywords and checking current rankings on the vespausa.com domain, Resolute Digital began crafting unique title tags and meta descriptions for each page. Resolute then consulted with the client regularly for about two months before final title tags, meta descriptions and meta keywords were implemented on the new website.

At the same time the new title tags, meta descriptions and meta keywords were implemented, Resolute Digital also took a look at URLs. The new site URLs were evaluated for search-friendliness and a 301 redirect map was presented to the client with the meta recommendations for easy implementation on their end.

Resolute lent their expertise in building SEO-friendly sites to the technical team for VespaUSA.com and ensured that:

• There were no duplicate content issues
• Navigation was easy to follow
• Site elements displayed clearly to users and search engines
• Internal linking was effectively used

Currently, Vespa USA enjoys first place rankings on many important keywords, including:

• Italian scooters
• Motor scooters
• Retro Scooter
• Scooter
• Scooters
• Scooter Dealers

In addition, Vespa USA enjoys first page rankings on several additional important keywords, including:

• Motor scooter
• Motor scooter Dealers
• New scooter
• New scooters
• Retro Scooters
• Scooter Models