Case Study
Kubota USA
This work was done as part of an agency team. Kubota needed SEO work including website migration and post-launch content marketing.
Content Strategy
Kubota USA needed targeted content strategy that would drive qualified traffic to local certified vendors. Through a research and stakeholder interview process we developed user stories for two audiences of commercial farmer and DIY hobbyist. With keyword research and a concentric circle model strategy we identified specific needs and content types such as video, specs, and intro guides. In addition to the content strategy I also developed the site architecture, url structure, and website migration planning, which resulted in an increase of +32% YoY to traffic sent to local vendors.
Website Migration
Another challenge was that we needed to launch a brand new domain strategy after the global parent company wanted to own kubota.com, requiring all new international domains adopt a different format. To solve for this we set expectations that a migration to a new domain would take at least 6 months to recover rankings. I required all kept urls to be 301 redirected with mapping to every page. In addition, we installed an alert on kubota.com that informed and linked back to the new domain.
Within 6 months all rankings had returned and even improved by +20% since launch. The biggest competitor gained at first, but slowly lost ranking as time moved.
