When our client acquired their business, a full-service marine dealer and service facility, they wanted to optimize and boost their local presence. With no existing SEO strategy in place, we had the opportunity to implement an array of front-end and back-end SEO tactics to increase their local visibility and brand recognition.

Strategy

At the start, we set up a variety of tracking. This included:

  • A Google Analytics account – we installed multiple tracking codes through Google Tag Manager to monitor the activity and events on the site, like form submissions for new and used inventory, and service requests.
  • Third party call tracking software to monitor the quantity and quality of phone leads, as calls are a primary business source.

Once tracking was in place, we wanted to ensure the site had a solid foundation. First,  we uploaded the sitemap to Google Search Console and audited their existing meta tags. Then, using a variety of SEO tools like SEMrush, Ahrefs, and Google Trends, we researched and identified relevant keywords. 

More importantly, we discussed the business with the client and married our keyword research with the real-world terminology used in the industry. Though keyword data is valuable, understanding the actual terms used by our client’s customers was critical to our process. 

Finally, it was time to dive into the content on the site. To expand the client’s reach, we built new pages and improved existing ones. Specifically, we created geo-targeted pages to improve the site’s visibility in the towns surrounding where they are physically located. 

We also refreshed and optimized their service department page, which allowed us to add more content and detail about their service offerings. When we started the content optimization, we initially focused on creating service pages for the client’s primary offerings because the timing was around their busy season. Once things slowed down, we shifted our focus towards relevant seasonal services like Boat Winterization.

Results

The refreshed meta tags, new and improved content, and site structure optimization efforts resulted in increased rankings and search visibility, helping to build brand awareness and get in front of more potential customers. 

SEMrush documented multiple increases for our main keywords in the client’s local areas, which was a big win! See the position ranking columns (Pos. Feb 14. 2024 – Pos. Jan 9. 2025) below.

Our content-rich service pages highlighted our client’s expertise and helped pick up new keywords the client had not previously ranked for. These pages also led to additional business for our client, making them a go-to destination for many of their service offerings.

Using Ahrefs to track organic search, the results in site traffic were equally as impressive. As shown in the screenshot below, the average organic traffic and number of impressions increased following our optimization efforts:

Through extensive communication with the client, we learned exactly what made their business stand out and found ways to reflect that on their site. Overall, the client was thrilled to see the positive results and expressed confidence in their enhanced ability to attract and retain local customers.

Overview

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