Can-Am Switzerland Case Study: SEO / GEO architecture & strategy

Client

Can-Am (BRP Division - Recreational vehicles leader)

Service

Technical audit & SEO/GEO architecture (Shopify)

The Challenge

Launching the Swiss digital presence with a structure capable of handling future multilingual needs without refactoring, while overcoming Shopify's native technical limits.

Key Results

Scalable architecture validated | Technical compliance (Core Web Vitals) | Semantic schema implementation (Schema.org) | Local visibility (Lausanne).

The Context: Structuring a Sustainable Presence

For its Swiss launch, the official Can-Am retailer needed a high-performance e-commerce platform. The chosen CMS, Shopify, imposed native technical constraints (rigid URL structure, sitemap management) incompatible with long-term visibility goals, specifically for the future integration of English and German.

Goal:

Deploy a healthy technical architecture, optimized for traditional SEO and structured for Answer Engines (AI/GEO).

Intervention: Audit and Technical Restructuring

I led the architectural redesign and supervised the implementation to ensure the site is readable by search engines and AI agents.

Phase 1: Technical Architecture & Infrastructure (Shopify)

Goal: Bypassing Shopify's limits for a "Future-Proof" foundation.

Scalable Structure: Moved from flat URLs to a logical hierarchy and implemented a multilingual subdirectory structure (/fr/) ready for expansion.
Custom Indexing: Developed a bespoke sitemap script to fix native exclusions and strictly manage canonical tags.
Structured Data (GEO): Manual JSON-LD implementation ensuring AI models understand technical specs (range, license type).

Phase 2: Semantic Strategy
& Acquisition

Goal: Meeting both user and machine search intents.

Semantic Enrichment: Added real-world decision criteria (license needed, thermal equivalent) to product pages for maximum GEO relevance.
Local SEO: Optimized Google Business Profile to capture local demand in Lausanne.
Thematic Authority: Content strategy targeting regulatory and informational queries to capture top-of-funnel traffic.

Testimonials

Results

Future-Proof Infrastructure: The site is technically ready for the deployment of new languages.
Technical Compliance: Critical blockers resolved (Hreflang, Sitemap, Robots.txt).
User Experience: Smoother navigation (Breadcrumbs, Internal Search) and reassurance (Customer Reviews).
Positioning: Optimized indexation on target queries ("3-Wheel Motorcycle", "Electric Motorcycle").

Synthesis

This project illustrates the need to go beyond a standard CMS configuration. By intervening on the technical architecture, I enabled Can-Am Switzerland to own a structured digital asset, readable by today's algorithms and ready for tomorrow's conversational agents.

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