Web Excellence Awards Honor VML and Ford for SEO Achievement

VML and Ford Motor Company have been recognized in the Advertising & Marketing: SEO category at the Web Excellence Awards for the redesigned Ford Accessories ecommerce site. The award highlights the measurable improvements in search discoverability and overall site performance following the migration and rebuild of the platform under ford.com.

The Ford Accessories site, which supports one of the nation’s most established automotive brands, was moved from a subdomain to a new folder structure on the primary Ford website. VML’s organic search team partnered closely with Ford’s IT organization throughout 2024 to complete the migration and implement essential technical and on-page SEO enhancements.

The project centered on creating a modern, user-focused ecommerce experience backed by strong SEO foundations. This included work on site architecture, metadata consistency, structured data, and more efficient indexing. The team also improved product detail page discoverability across a wide range of accessory categories, strengthening how customers find and navigate Ford vehicle accessories online.

Within months of launch, the site achieved significant gains across key search metrics. Organic clicks increased by 51%, impressions rose by 279%, and revenue grew by 56%. These results contributed to the project’s recognition at the Web Excellence Awards, a program dedicated to celebrating digital creativity and innovation across industries.

The awards competition runs three times each year to recognize standout work in web design, development, marketing, and user experience.

VML’s collaboration with Ford reflects both companies’ commitment to improving digital accessibility and delivering a more efficient online shopping experience for customers seeking OEM vehicle accessories.