DMOTO at full throttle, powered by SEO

In this case, success came from a well-designed website structure combined with the client’s long-term commitment to creating high-quality and engaging content.

Ready, set, go!

Simply put, the results confirm that dmoto.cz is heading in the right direction:

• 100% increase in organic traffic
• Top positions in organic search results
• Continuous growth trend

Laying the groundwork

When it came to the website structure, we refined the user journey and created key landing pages.

The website was missing essential landing pages for motorcycle brands (Aprilia, Ducati, and other featured motorcycles), as well as for certain motorcycle and scooter models (SX, RX, Tuono, Liberty, or Medley).

This represented an easy win for an SEO specialist, and with a skilled developer on board, it was no big challenge to put into action.

Fueling up with the right content

Working with content is often where things get tricky. Usually, there's no time to dive deep into individual topics, and the common practice is simply to churn out more and more text.

However, this is not the case for Dmoto.cz. They succeeded in fine-tuning every piece of copy to the last detail—from scooter product cards to reviews of their most powerful machines.

So, how is it running?

You can see the results for yourself in the rankings below. Don’t tell the distributors, but Dmoto.cz is simply outperforming them on certain keywords. Their secret? They offer high-quality content that appeals to both Google and users.

But now, back to the heart of the matter, before our olio motore cools down.

At the starting line

We partnered with Dmoto.cz as their SEO consultants.

• We designed a roadmap for technical modifications and site structure.
• Performed comprehensive keyword research.
• Prepared a workshop to share our best practices for working with content.
• Drafted UX recommendations to enhance the site's existing content and fill in the gaps.

We didn’t stop at keyword research; we also proposed redesigning the site structure. Following our proposal, the motorcycle and scooter categories were split according to product lines and brands. The client then used our analysis to populate these new landing pages with highly relevant content.

Martin Hill, Head of SEO, Keypers

We then discussed all the prepared materials with the DMOTO owners and their marketing consultant, Michal Fučík.

Since Michal was involved in the implementation phase, we decided to discuss the case study results directly with him.

Michal, could you describe DMOTO’s digital strategy and your role in it?

Based in Brno, DMOTO sells and services Italian motorcycles and scooters. I designed their new website back in 2015. We have long prided ourselves on creating high-quality digital content. Our product pages, bike reviews, and guides offer a depth that is unrivaled on the Czech internet.

As a family business, we don't have the budget for paid digital advertising. Instead, we channel all our resources into content creation for the web and social media. It’s definitely a long game, but for us, it has paid off immensely.

What were your expectations for SEO when you approached Proficio?

I’m familiar with your work and results. Being performance-oriented, I select vendors backed by real numbers and proven results.

When we reached out to Proficio in the winter of 2020, our goal was to boost our organic visibility. We were borderline between page one and two, ranking mostly 5th to 10th. We wanted to push for the top spots—ideally, the top 3.

I gave Proficio a free hand to propose changes, but with one condition: the optimization had to respect the existing user interface, avoiding the need for a complete redesign.

SEO hand in hand with UX

How did the collaboration unfold from there?

We met with Erika, a UX designer from the sister company PORTA design, to address the motorcycle hub, which wasn't structured ideally.

Seeing results from SEO is a long-term process. How do you view it now, with the benefit of hindsight?

Thanks to this collaboration, I realized the vital role that well-balanced copy plays in complex product or service hubs. Now, when creating new content, I use internal linking much more extensively.

I no longer hesitate to link users to external content, provided it is truly high quality.

The service inspection passed with flying colors

And now, the moment of truth: let's look at the numbers

It came down to honest hard work, and here we are: exactly where we wanted to be—on the podium of Czech search results! It took about a quarter for me and the web developer to process and implement all the adjustments you assigned to us.

While the 2021 season saw a 12% increase in organic search traffic, the 2022 numbers were almost double those of the 2020 season.

So, what rankings is DMOTO still holding onto?

The optimization significantly boosted our indexing, and our search rankings began to climb all the way to the top three positions, which we have recently managed to secure for our most relevant keywords.

We’re achieving this while competing against major Czech importers and motorcycle portals with many times our traffic. It’s a truly exceptional result, proving that we are punching way above our weight.

It’s definitive confirmation that our long-term focus on content was the right move. It shows that a family-scale business can outperform much larger competitors if the strategy is right.

It’s a rewarding feeling to look at the analytics and see it confirmed that the energy invested in the project is returning in visible and measurable results. Being on the podium is always a great achievement, especially when competing against much larger players in the industry.

Michal Fučík, Marketing consultant for DMOTO

Can you smell the gasoline?

Want to see how Dmoto.cz leveled up its content game?

• See for yourself—check out beauties like the Ducati Multistrada V4 Pikes Peak or the Moto Guzzi V100 Mandello S.
• Solid, helpful content in guides and reviews is where we really see the value.

We'll also be your partner on every journey.

Struggling with your website structure? Want to find out how SEO can drive real results for your business?

Reach out to us today, and let’s build your ideal solution together.