Discover Boating
ABOUT DISCOVER BOATING
Discover Boating is a public awareness effort managed by the National Marine Manufacturers Association. By promoting the benefits, accessibility and fun that comes with the boating lifestyle, Discover Boating aims to connect with more than 70 million people in the U.S. who enjoy recreational boating. Offering extensive boating information guides enthusiasts can turn to DiscoverBoating.com to read up on everything from choosing the right boat, to convincing their spouse to make a purchase and more.
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THE CHALLENGE
Discover Boating, the marketing arm of the National Marine Manufacturers Association (NMMA), wanted to be found by a very specific audience: people interested in learning more about recreational boating and then pointing them towards the right boat for their favorite boating related activity (i.e., water sports, fishing, etc.). The website aims to promote boating as a fun, accessible and affordable activity; but the challenge was attracting the right kind of visitor to the website.
THE RESULTS
The phase two site expansion pushed Discover Boating even further up in the search results for targeted keywords; there was a 3950 percent increase in top 10 positions and a 1933 percent increase in top 30 positions in the search results.
THE TACTICS
Oneupweb took a two phased approach, starting with a needs assessment. Oneupweb made recommendations to ensure good indexing by the major search engines. 301 redirects were implemented on duplicate sites to increase the importance of DiscoverBoating.com. During the second phase, Oneupweb optimized meta data and website content to increase the relevancy of boating related search terms.
