Viart was created to showcase and enhance local craftsmanship in Vicenza, connecting those who create authentic experiences with people eager to engage with true local know-how. Promoted by Confartigianato Vicenza, the project has evolved over time from a simple showcase into a fully developed brand.
Antartika designed a medium-to-long-term digital growth strategy with the goal of increasing visibility for artisans, strengthening brand identity and attracting an audience genuinely interested in experiential tourism. A combined approach of SEO Content Creation and Technical Optimization, focused not only on numbers but on aligning Viart’s commercial offering with real user needs.
Viart & Viartour: two different projects
Initially, the project was split across two platforms: Viart, dedicated to promoting local artisans, and Viartour, focused on tours and experiences.
This fragmentation created several challenges. Domain authority was diluted, with content spread across different websites, and the user journey lacked clarity when connecting the initiatives. These issues were compounded by structural limitations of the existing websites, which were outdated and not flexible enough to support future growth.
Website unification and development
In 2022, Viart and Viartour were merged into a single website, with the aim of consolidating brand authority and identity. The new site was built using a mobile-first approach, with strong attention to loading performance and accessibility.
One clear objective guided the process: deliver a smooth, fast browsing experience aligned with user expectations. This was supported by a distinctive and recognizable Web Design, capable of representing all aspects of the project (artisans, places, events, and experiences) while strengthening Viart’s positioning.
Keyword Advisory: defining strategy
The Keyword Advisory phase marked the starting point for shaping both content development and information architecture, identifying keyword groups and semantic clusters aligned with Viart’s offerings and search intent.
The focus was placed on keywords related to artisanal products, guided tours and food & wine experiences, characterized by medium-to-high search volumes and relatively low competition. Alongside these, informational queries tied to destinations and local tourism were analyzed, featuring higher volumes but greater competition.
SEO Audit and Startup: the beginning
SEO activities officially began in 2023, following an SEO Audit designed to assess the site’s status after unification. Compared with competitors, the analysis revealed a strong growth potential across informational, commercial and local searches.
The SEO Startup phase defined a clear direction: consolidate already-performing artisan-related queries while expanding visibility on high-volume keywords capable of introducing Viart to new users and driving qualified traffic.
SEO blogging and organic visibility
To support growth and organic rankings, blog posts became a core element of the SEO strategy. Articles serve not only an informational purpose but also act as an amplification channel for events, tours and experiences.
Once completed, many initiatives are offered again on demand or for groups, transforming thematic articles and themes into evergreen content that continues to attract traffic over time.
Website evolution and updates
As the project grew, the Viart website was progressively expanded and strengthened. The information architecture evolved to accommodate new sections and clarify the overall offering.
A more structured classification of tours was introduced, organized by event types, locations, and themes. At the same time, new sections such as Gift Experiences and Territories were launched to capture conversion-oriented intent and position the website as an active promotional tool.
Web Analytics, data and tracking
Alongside website and content development, a comprehensive tracking system was implemented to monitor user behavior and measure the effectiveness of all activities.
This made it possible to evaluate the impact of SEO efforts and editorial content throughout the entire user journey. As a result, data became a practical foundation for strategic decisions and future project development.
Measurable results over 3 years
From 2023 to 2025, the website recorded an 87,41% increase in organic users and a 66,87% growth in key events in GA4, reflecting stronger audience engagement and improved relevance.
Equally significant was the increase in search visibility: ranked keywords grew by 453,81%, spanning informational, commercial and local intent.
