Harley-Davidson: Boosting SEO with topic models

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

Campaign details

Brand: Harley-DavidsonBrand owner: Harley-DavidsonAgency: Droga5Market: North AmericaIndustries: Motorcycles, bikesMedia channels: Search marketingBudget: No budget

Executive summary

Harley-Davidson once represented 'cool', rebellion and iconic American design. But by 2019, the brand was suffering as the average age of its riders continued to increase. To future-proof the company, Harley-Davidson needed to attract new riders. Unfortunately, this is easier said than done as younger audiences were entering the category with less expensive competitors.

The task was to rebuild the Harley-Davidson.com experience from the ground up to make it...

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