Storeis
Scaling SEO content production with an AI & Human approach
La Sportiva is a historic Italian brand and world leader in the production of technical mountain footwear and apparel, with a focus on climbing, alpinism, trail running, and ski mountaineering. In recent years it has strongly accelerated its international expansion, investing in the development of digital channels to engage and grow its global community.
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ClientLa Sportiva
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IndustrySport
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Area of ExpertiseSEO
1. Goals
The category pages of La Sportiva’s website presented issues related to outdated or entirely absent copy, a factor that severely limited the ability of these sections to intercept qualified organic traffic. The integration of targeted descriptive copy is essential to maximize the semantic relevance of the page in relation to users’ search queries.
In this scenario, the use of Artificial Intelligence for content creation represents a crucial competitive advantage: it allows SEO-oriented copy production to be scaled across dozens of categories while keeping the Tone of Voice unchanged and ensuring a consistent structure.
The main objectives of this activity were:
- Time and resource optimization: creating from scratch or revising on-page copy such as category texts through AI reduces operational effort, saving approximately 30% of the time.
- Maximum semantic relevance: naturally integrating target keywords within in-depth copy, thus providing search engines with a rich and precise semantic context to support rankings.
- Strengthening internal linking: structuring an effective internal link network to facilitate users’ browsing experience and, at the same time, guide search engine crawlers toward the most relevant content.
2. Approach
The activity required careful initial prompt engineering work to provide the Artificial Intelligence with the exact context: La Sportiva’s Tone of Voice, the characteristics of the products to be described, the keywords to be integrated into the copy, and suggestions on which other categories to link to.
To scale production and optimize operations, the AI was instructed to return copy already formatted in HTML. This approach drastically reduced data entry time, enabling the immediate creation of a file ready for bulk import into the system.
Finally, to ensure editorial excellence, a Human-in-the-Loop approach was adopted. Every piece of generated content went through rigorous human review, an indispensable step to correct any technical inaccuracies, verify fluency, and ensure full adherence to brand standards.
3. Results
The creation and revision of category copy with AI improved the website’s visibility and traffic to the optimized pages. The new copy made it possible to improve semantic relevance and therefore coverage, especially for unbranded queries related to specific product categories, as well as the outdoor activities in which the brand specializes.
