Mariner III website – Case Study

Getting the structure of your website is vitally important. Get it right and the website will provide a great return on investment. Get it wrong and the website will do nothing. Let me illustrate this with a real life case study.

improving search results case study

Case Study

I’ve recently been working with the owners of Mariner III. This is a motor yacht which is available for charters out of New York harbour in the summer. The last version of the website had been created by a marketing consultant with technical work done overseas. Although the website was based on WordPress, the design was poorly executed, confusing to work with and slow to load on the screen. Consequently it did not appear in search engine rankings at all. Even a search on “mariner 3 new york” ( a pretty basic test of a websites performance ) produced nothing at all.

The owners asked me to completely overhaul the website.

I stayed with WordPress, it’s a very good product. We agreed on the use of a freely available WordPress theme that was well regarded for ease of use and all round performance. The structure was carefully planned so that all pages were easy to access and had meaningful addresses. At launch , the website had 22 pages and contained around 16000 words of text. Pages were optimised for search using the Yoast SEO functionality and a large number of pictures were added for visual impact.

The results have been dramatic. Within two weeks of the new version of the website going live, the search engine ratings had shot up. That search on “mariner 3 new york” now returns the Mariner III website as the first result on Google, Bing and Yahoo.

Generic searches have also improved dramatically. A search on “new york yacht charter” now returns the Mariner III site on around page six of the major search engines. It’s these generic searches that will bring in new business and we will continue to work with the Mariner III owners to drive these results even higher.

You will find the new Mariner III website at

If you are concerned that your website is not working for you, give me call 0333 123 0004

Chris Jerrey

Google + changes

Having a Google + account associated with your website has always been an advantage, but how that works is now changing.

Previously the number of people in you Circles affected your search engines results, but it seems this is less important now.

More details from The Guardian Technology

How to use Yoast SEO Plugin

All our WordPress websites are delivered with the Yoast SEO plugin installed. This plugin helps the post author analyse their post and optimise it to be found by search engines. It’s a very useful tool and can really help you get the most value out of page and post content.

As with all new things, there’s a learning curve. This video tutorial will help you get to grips with this valuable tool.

How to use Yoast SEO Plugin link …

Google SEO Guide

If you do a Google search on how to do SEO (Search Engine Optimisation) you will find thousands of pages all making various claims. Some of these folks will no doubt know what they are doing, others won’t. How do you best spend your precious time?

Since most people search with Google, how about looking at what they have to say?

Luckily Google have published an SEO guide to help you optimise your website and it can be found here …

This guide is full of really good stuff and is thoroughly recommended. However if you read about updating the Description metatag and think “how on earth do I do that?” you may have a bit of a problem. You may need a Content Management System (CMS) to get access to your website’s pages and make those all important changes.

At Vapour Trail we never forget that your website is all about your content and your image. As such we want to make it easy for you to take control of your content and that includes your own SEO. Our standard offering for small businesses, is a website based on the WordPress CMS. This website also includes the Yoast SEO plug-in which provides instant analysis of your SEO efforts.

These CMS based websites start at only £249.

So take a look at the Google SEO guide. If your website doesn’t allow you to make the SEO changes you need, then talk to us about a website that does.

We’re on 0333 123 0004 (local rate in the UK from all phones). It would be great to talk to you.