Superyacht brand builds business and online brand value through SEO

Superyacht brand builds business and online brand value through SEO

Burgess, the superyacht manufacturer, has climbed into the top five Google rankings in just two months, following its appointment of Make It Rain, the search and social specialist. Burgess has also already seen an increase of 43% in search visits year-on-year since the campaign began in May this year.

Burgess specialises in the sale and purchase, charter, new construction and operational management of yachts over 40 metres, and its discerning customers are increasingly using the internet to connect with ultra-exclusive brands. Make It Rain’s brief was to build long-term online brand value and awareness for Burgess through an integrated pay-per-click (PPC), search engine optimisation (SEO) and social campaign that in turn drives business value.

In addition to increasing clickthroughs from organic search listings and PPC, Make It Rain is also undertaking a strategic link-building campaign within luxury forums and social channels to support SEO and build a strong foundation for future social media activity.

Ensuring luxury brand value

Lucy Thornton, marketing manager at Burgess, said: “Our brand attracts a select group of international clients that are increasingly searching online for specific, luxury goods and services. It’s critical that they are able to locate us quickly and easily within their search category and Make It Rain is working in close collaboration with us to engage and capture all available traffic through search. We’re really pleased with the SEO results to date and looking forward to expanding the breadth of our online activity to focus on establishing Burgess as the number one superyacht brand for online share in the longer term.”

Justin Hayward, managing director at Make It Rain, added: “Burgess is already the market leader for superyachts and our brief is to enable the brand to achieve the same status in online share. Luxury sector and premium brands are our speciality and we have a great track record in enabling market leaders to outperform their competitors through search and social.”