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-Davidson Brand owner: Harley-Davidson Agency: Droga5 Market: North America Industries: Motorcycles, bikes Media channels: Search marketing Budget: 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. Unf