Relevance Yacht in conjunction with Relevance Web Marketing has run a seminar for the Young Professionals in Yachting in Monaco exploring the evolution of digital marketing in the Yachting Industry. Read 26 slides including impressive digital facts in 2016, a timeline of digital yacht marketing, past present and future of digital marketing, SEO & the Google Algorithm in 2016, some great digital marketing methods to increase conversions, top marketing channels for UK, 10 website tools for digital marketing, 5 amazing ways to produce content, common digital marketing mistakes and misconceptions, how to measure your results, yachting photography and video, and the workshop. Contact rumble@relevanceweb.com for any questions or leave some comments below.

1. DIGITAL MARKETING IN
THE YACHTING INDUSTRY
Relevance:
t: +377 97 77 99 52
monaco@relevanceweb.com
w: www.relevanceyacht.com
YPY SEMINAR

2. Impressive Digital Facts

3. 60 seconds online?
3

4. Yachting & Internet Timeline

5. Where it all started: The Yachting & Internet Timeline
5

6. Past, Present and Future of
Digital Marketing

7.  Article Syndication
 Forums
 E-mail Marketing
 Directories
 Thin content
 Keyword rich
 Simple SEO
 Website design for
desktop only
 Content Marketing
 E-mail Marketing
 Social Media
Marketing
 Paid Advertising
 Retargeting/Remarketi
ng
 Technical SEO
 Mobile Marketing &
UX
 Localisation
Present
Past, Present and Future of Digital
Marketing
7
Past Future
 HD & 360° videos +
drone footage + video
marketing
 Social listening to
target user intent – FB
listening – social more
and more important
 Wearable tech on the
increase – SEO & UX
for small devices
 GPS marketing -
bluetooth
 Google to understand
images & search
 Augmented & virtual
reality

8. Timeline of Milestones in the Yachting and
Internet History
SEO & The Google Algorithm in 2016

9. Some of 200 Google Ranking Factors
9
• Domain Age & History
• Keyword Appears in Domain
• Keyword as 1st Word Domain
• Domain Registration
• Keyword in Sub Domain
• Exact Match Domain
• Public vs Private Whois
• Personalised Whois Owner
• Country extensions locally
• Keyword in Title Tag
• Keyword in Description Tag
• Keyword used in Content
• Content Length
• Keyword Density
• Latent Semantic Indexing Keywords in
Content
• LSI Keywords in Meta
• Page Load Speeds
• Duplicate Content - negative
• Image optimisation
• Freshness - Recency of Content Updates
• Magnitude of Content Updates
• Keyword Prominence
• Keyword in Headings
• Word Order
• Outbound Link Quality
• Outbound Link Theme
• Grammar Spelling
• Syndicated Content
• Number of Outbound Links
• Broken Links
• HTML Errors
• URL Length
• Useful Content
• Layout
• Content Shares
• Site Architecture
• Site Map
• Usability
• Alt Tags
• Guest Posts
• Mentions
• Anchor Text
• Wikipedia Source
• Reciprocal Links
• DMOZ Listed

10. SEO Agencies – The most important
Google Algorithm factors
10

11. Timeline of Milestones in the Yachting and
Internet History
Some Important Digital
Marketing Methods to
Increase Website
Conversions

12. Some Important Digital Marketing Methods
to Increase Website Conversions
12
E-mailings: Tailored content to your customers and prospects or people who
are relevant to your services
Retargeting Display: Targeting people who already visited your website
Highly-targeted Long-Tail SEO: Getting to the Top of Google for very specific
searches
Relevant Referral Traffic: e.g. Yacht insurance advertising on a yachting
weather website where captains spend time
Highly Targeted Search Engine advertising using excellent content
Get the Best Photography, video and website content
LinkedIn B2B Content Advertising – White Papers

13. Top Online Marketing Channels in the UK
13

14. 10 Web Tools for Digital Marketing

15. 10 Web Tools for Digital Marketing
15
• Google Keyword Planner - Keyword research both for SEO and Google
Adwords
• Hootsuite, Buffer, Edgar or Sprout Social - Social media management
• Canva - Quick and easy alternative to Photoshop for graphics etc.
• Outbrain - Content discovery platform
• Moz Content - Quickly audit, measure, and discover relevant content
• Buzzsumo - Analyze what content performs best for any topic
• Mailchimp - Email marketing campaign tool
• DaPulse - Project management tool
• Google Analytics and Search Console - Analysis and bug fixing of your
website

16. 10 Web Tools for Yacht Marketing5 Amazing Ways to Produce Content

17. 5 Amazing Ways to Produce Content
17
• Put Together Useful Guides
• Interview an Industry
Authority
• Write an Opinion/Review
• Create Shareable
Infographics
• Case Studies

18. Common Digital Marketing Mistakes
and Misconceptions

19. 6 Common Digital Marketing Mistakes
19
Forgetting the Importance of Content
Overlooking Mobile
Not Measuring Results
Using Black Hat SEO
No Cross-Channel Remarketing
Using a Digital Agency Not Relevant to Your Industry

20. 5 Digital Marketing Misconceptions
20
Nobody Clicks on the Ads at the Top of Google
Digital Marketing = Social Media
I can get the Intern to do my Digital Marketing
I will instantly rank first on Google once I start SEO
High Bounce Rate is Bad

21. How to Measure your Results

22. Measure your Results
22
Identify Business Objectives
Create Goals for each of the Objectives
Create Key Performance Indicators for all your Goals
Track KPIs using website tracking and analytics programs
Report on these daily, weekly and monthly and reassess

23. How to Measure your Results
Yachting Photography and
Video

24. Digital Marketing for Yachting
Companies - Workshop24
Shipyard looking to sell New Builds
Charter Company Selling Caribbean Motor
Yacht Charters
Crew Agency for superyachts
Superyacht Insurance Company

25. Q&A + Academy Sign-Up
25
Leave your name & e-mail for our Relevance
Academy sign-up – monthly digital marketing
seminars in Monaco

26. Relevance:
t: +377 97 77 99 52
monaco@relevanceweb.com
w: www.relevanceyacht.com
THANK YOU FOR YOUR
ATTENTION