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Founded in 1972, Yachting Partners International (YPI) is one of the world’s premier yacht brokerage companies, offering services on everything from yacht chartering, acquisitions, and sales to construction and management from their head office in England.
The yacht business is extremely competitive, whether online or offline. The YPI Web site needed to stand out from the crowd and be recognized as the authority on yachting and charter holidays. To ensure that this was possible, the keyword strategy matched these objectives and gave YPI prominence on the search engine results pages (SERPs).
The search engine optimization (SEO) strategy dictated a need for high-traffic terms rather than niche, long-tail phrases. This would ensure that YPI was above the fold for important searches. During the keyword research phase, primary keywords were allocated to the key themes up for optimization. Secondary and tertiary keywords represented the supporting terms and any relevant synonyms.
Before optimization, the YPI site didn’t have many of the required elements for a successful SEO campaign. The technical considerations, essential to a site’s success, work hand in hand with traditional, keyword, and theme-focused SEO efforts.
Figure 6.3 The Yachting Partners Web Site
Source: Used by permission from Yachting Partners International.
The technical considerations that first needed to be addressed included the following:
Figure 6.4 Search Results for YPI
The results that occurred after these changes were implemented really speak for themselves. During the initial stages of the optimization, the Yachting Partners International Web site had only a handful of inbound links and indexed pages but currently has 1,350 pages indexed by Google; 7,830 indexed by MSN; and 1,688 by Yahoo! HTML and XML site maps have been implemented to assist with search engine indexing.
Visit the YPI Web site at http://www.ypi.co.uk.