Can-Am Accelerates Its Digital Strategy in Switzerland with Schneider AI

The iconic recreational vehicle brand, Can-Am (a division of Bombardier Recreational Products), has chosen to partner with our marketing and artificial intelligence experts to launch its new digital strategy in Switzerland. This partnership aims to deploy a robust online presence, relying on an approach that combines both SEO & GEO (Generative Engine Optimization).

A Structural Foundation Designed for Machines and Humans

Our mission was to build a digital foundation that "speaks" as fluently to Google's algorithms as it does to emerging AI models. To achieve this, we redesigned the Can-Am.ch site structure to ensure perfect machine readability—an essential prerequisite for GEO.

The pillars of this strategy were:

• A semantic and multilingual architecture: We implemented a clear URL structure (e.g., /fr/, /en/) and technical tags (hreflang, sitemaps) that do more than just organize content for SEO. They provide a logical roadmap for AIs, allowing them to understand the hierarchy, context, and language of each page.

• Structured data as a universal language: Implementing structured data schemas (Schema.org) was a priority. By precisely tagging products, points of sale, or reviews, we not only enrich their display in Google but also provide generative AIs with reliable, directly usable information to build accurate and detailed answers to user queries.

• Technical optimization for readability: Every technical fix, from the Hn tag hierarchy to the cleanliness of the robots.txt file, was designed with a dual objective. For SEO, the goal is to improve rankings. For GEO, it's about reducing "noise" and enabling artificial intelligence to crawl, interpret, and index content with maximum efficiency.

Content Ready to Become a Reference Source for AI

GEO transforms how content is designed. The objective is no longer just to rank for a keyword, but to become the authoritative source that AIs will cite to answer their users' questions.

Our approach therefore focused on:

• Enriching key pages: Product pages were enhanced with granular data (weight, seat height, license type, etc.). These details don't just serve the human user; they are the raw material that AIs will use to compare, recommend, and answer complex questions.

• Creating informational content: By developing an editorial strategy around frequently asked questions ("People Also Ask"), we are positioning Can-Am as the definitive source on topics like "how to choose a 3-wheel motorcycle?" or "what gear is needed to start riding in Switzerland?". This content is specifically formatted to be easily ingested and repurposed by generative engines.

By adopting a hybrid strategy of SEO best practices & GEO, Can-Am is not just optimizing its digital present. The brand is building a robust and intelligent platform, ready to perform in the era of conversational search and artificial intelligence.

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Clément Schneider is a consultant in AI/Marketing strategy, founder of Schneider AI, and the best-selling author of the book Get Found by AI. As a former CMO in Silicon Valley startups and a lecturer at universities like OMNES/INSEEC and CSTU, he helps organizations transform their marketing with generative AI, balancing innovation with business performance.