Let’s be real – selling boats isn’t always smooth sailing, especially when the economy feels shaky. If sales have slowed down and marketing budgets feel tighter, it’s natural to worry. But here’s some good news: Search Engine Optimization, better known by its shorter acronym of “SEO”, is your secret weapon to attract customers without spending a fortune on ads.
Here’s the absolute truth: Right now, potential boat buyers are out there. While they might not be stepping into your dealership physically, they are Googling and researching, all of them at various stages of the buying process. With the right SEO approach, your dealership can show up front and center, exactly where you need to be.
However, here is another absolute truth: SEO is a long game. You cannot make a few changes on your website and expect customers the very next day. It takes consistency and time before you see results, but we can tell you from personal experience that if you start today, you will thank yourself in the future.
This article will start by briefly telling you why SEO is important in 2025 and then follow that up with some step-by-step actions you can take to elevate your SEO game.
A Quick Note: On-Page vs. Off-Page SEO
Before we dive into action steps, it’s helpful to understand that SEO comes in two forms: on-page SEO and off-page SEO.
- On-page SEO refers to everything you control on your own website, such as your page content, blog posts, keyword use, and internal linking.
- Off-page SEO is about actions taken outside your own site, like earning backlinks, managing your online reviews, and engaging with local directories.
This guide will primarily focus on on-page SEO strategies, the areas you can take action on immediately without needing a large marketing budget.
Why SEO Matters Now More Than Ever
When times are tough, every dollar counts. SEO is a cost-effective way to improve your online visibility and attract customers actively looking for boats and marine services. Unlike paid ads, the investment you make in SEO today continues to pay off for months – even years. All it takes is doing the right things consistently.
Think of SEO kind of like maintaining your boat: regular care and attention today prevents bigger problems down the line. Start now, and you’ll be set for smoother sailing ahead!
Step 1: Build a Strong Foundation with Website Optimization
Easy Navigation and User-Friendly Design
Your website should be as welcoming as your showroom. Make sure it’s easy to navigate, mobile-friendly, and loads quickly. Here are some quick and easy actions we recommend you take in regard to having an SEO-friendly website.
Action Steps:
- Simplify menus and clearly label categories (e.g., New Boats, Used Boats, Services).
- Ensure your site looks and works great on phones. This is crucial because many potential buyers browse from their mobile devices.
Smart Internal Linking
Internal links are clickable connections within your website that lead to other pages on the same site. They help Google understand the structure of your website and make it easier for visitors to navigate and find the information they need.
Action Steps:
- Link your blog posts to relevant inventory pages.
- Include links to financing options, service details, and customer testimonials on relevant pages.
Blogging: Consistency is Key
Regular, SEO-friendly blog posts are great for your site’s visibility and credibility. When you consistently publish new content, it not only keeps your visitors engaged but also signals search engines that your site is active and valuable. This can lead to higher rankings in search results. Focus on creating content that addresses your potential boat buyer’s needs, answers their questions, or sparks their interest. For instance, write about seasonal maintenance tips, reviews of the latest boat models, or personal stories and testimonials from satisfied customers. By doing so, you not only improve your SEO but also build trust and authority, making your website a go-to resource for those interested in boats.
If you’re using WordPress, installing a plugin like Yoast SEO can make optimizing your posts much easier. Yoast provides real-time suggestions for improving SEO, readability, keyword usage, and meta descriptions – guiding you to create posts that not only read well but also perform better in search engines.
Action Steps:
- Create a content calendar and stick to it (aim for at least 2-4 blog posts per month).
- Blog about frequently asked questions, boat care tips, or spotlight new models. For example, “5 Reasons the New Model X Pontoon is Perfect for Family Adventures.”
- Install the “Yoast SEO” plugin if your website is hosted by WordPress, or “Wix SEO Wiz” if your website is on Wix.
- Follow an ‘SEO Checklist’ for every every blog you post on your website. Check out MRAA’s SEO Checklist to get started.
Step 2: Keyword Research Made Easy
Keywords are compasses that guide potential customers straight to your doorstep. Think of them as the phrases or words people type into search engines when they’re looking for something specific – such as a product, service, or information. By understanding and using the right keywords, you can make it much easier for search engines like Google to connect your website to the people searching for what you offer. Essentially, keywords act as a matchmaker between your boat dealership and potential customers, helping your website show up in the right search results at the right time. Keyword research is all about thinking like your customer: “What would they type if they wanted to find my dealership?”
NOTE: Before jumping into the action steps for keyword research, it is worth mentioning that it is not easy to do and takes practice. However, once you get good at it, the keywords you find will really help you with the blogging action steps mentioned previously.
Finding the Right Keywords
Think about what your customers type when looking for boats:
- “best boat dealers near me”
- “buying a fishing boat in [your location]”
- “boat service and maintenance”
Tools You’ll Love:
- Google Keyword Planner (free)
- SEMrush or Ahrefs (these cost money, but are very powerful)
Action Steps:
- Make a list of 20-30 relevant keywords.
- Sprinkle these naturally throughout your website, especially in headings, page titles, blog posts and meta descriptions.
Step 3: Maximize Your Google Business Profile
Your Google Business Profile is your online billboard – make it shine!
Out of all the SEO tips in this article, Google Business Profile might be the most important (in my opinion). Your Google Business Profile serves as the first point of contact for many potential customers when they search for services or products online. A well-optimized profile can significantly enhance your visibility, ensuring your boat dealership shows up in local searches and Google Maps. This isn’t just about being found; it’s about making an unforgettable first impression. By providing detailed, accurate, and engaging information such as your dealership’s hours, phone number, services, and promotions, you’re setting the stage for customer trust and engagement. Regular updates and prompt responses to reviews, especially negative ones, showcase your commitment to excellent service and build lasting relationships. Having an up-to-date Google Business Profile is a huge signal for Google to rank your site higher.
Steps to a Stellar Profile:
- Fill out all information completely: dealership hours, phone number, website, services offered.
- Regularly post updates: Announce new arrivals, special promotions, or events.
- Encourage customer reviews: Always respond promptly, especially to negative reviews, turning them into opportunities to demonstrate great customer service.
Bonus: Local SEO Tactics to Dominate Your Market
Local SEO ensures your boat dealership is visible to customers in your specific area by tailoring your online presence to local searches. For instance, optimizing keywords that include your city or region can connect your business directly to nearby customers searching for “boat dealerships near me.” By creating content that highlights your involvement in local events or showcasing testimonials from local customers, you build credibility and foster a sense of community. This targeted approach not only increases your visibility but also drives foot traffic to your dealership, making it easier for customers to find and trust you.
Action Steps:
- Mention your city or town frequently on your website.
- Claim your business on Yelp, Bing Places, and other relevant local directories.
- Consistently maintain your dealership’s name, address, and phone number (NAP) across all platforms.
Track Your Progress (Without Getting Overwhelmed)
Monitoring a few key metrics can show you if your SEO is working effectively. Start by analyzing website traffic through tools like Google Analytics to understand how visitors are engaging with your site. Next, track keyword rankings using Google Search Console to see if your targeted keyword terms that you did in Step 2 are gaining visibility. Additionally, monitor calls, direction requests, and visits from your Google Business Profile, as these provide real-world indicators of how your online efforts translate into customer actions. Keeping an eye on these metrics allows you to adjust your strategies as needed, ensuring consistent improvement and better results.
Simple Metrics to Watch:
- Website traffic (Google Analytics)
- Keyword rankings (Google Search Console)
- Calls and visits from your Google Business Profile (your Google Business Profile editor has metrics you can see for these!)
Now Go Get Started on Your SEO Strategy
As mentioned at the beginning of this article, SEO isn’t an overnight fix. Think of it like carefully navigating your boat through rough waters, making steady progress towards calmer seas. Start implementing these SEO strategies today, and you’ll soon see more customers, more inquiries, and more opportunities.
The MRAA Can Help You!
Our marketing experts at the MRAA are here to help. If you have any questions regarding SEO or digital marketing strategies, reach out to us via email at marketing@mraa.com.
And if you’re looking to expand your marketing skills even further, you can check out more resources on our Spotlight page, where this month’s topic is focused specifically on empowering dealerships to own their marketing.
Need help creating SEO-friendly content?
AIMIE, the MRAA’s artificial intelligence writing assistant, can help you generate blog drafts, website copy, and SEO-optimized articles tailored for marine dealers. Learn more about AIMIE here.
If you don’t have access to AIMIE yet, consider upgrading to Silver Membership to unlock this powerful tool.
This blog was co-authored by Bob Stanke, MRAA Senior Director of Marketing, and Gabrielle Ronnenberg, MRAA Marketing Specialist.
