Blog
Field notes for maritime marketers.
Practical, opinionated writing on the work of marketing maritime companies. Updated regularly.
Featured · SEO
International SEO for global maritime brands: hreflang done properly
7 Aug 2026
International SEO for global maritime brands: hreflang done properly
Hreflang on a global shipping line or ship manager website is rarely set up correctly. Here's what trips most maritime brands up and how to fix it.
By Paul ClappLatest posts
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AI SEO
Setting up llms.txt for a maritime corporate website
5 Aug 2026
Setting up llms.txt for a maritime corporate website
A pragmatic guide to writing an llms.txt file for a maritime corporate site, what to include, what to leave out and how to keep it honest.
By Paul Clapp -
Paid Media
The maritime negative keyword list that wastes most paid budgets
30 Jul 2026
The maritime negative keyword list that wastes most paid budgets
Most maritime Google Ads accounts haemorrhage budget on student, job-seeker and adjacent-industry traffic. Here is the negative list to fix it.
By Nathan Yendle -
Content Marketing
Editorial calendars for maritime brands: a 12-month version
29 Jul 2026
Editorial calendars for maritime brands: a 12-month version
A practical 12-month editorial calendar built around the maritime sector's actual rhythm: regulatory deadlines, trade events, charter cycles and quiet windows.
By Nathan Yendle -
SEO
Schema markup that maritime websites should be using (Service, Organization, Vessel)
24 Jul 2026
Schema markup that maritime websites should be using (Service, Organization, Vessel)
The schema types that actually matter for shipping lines, ports and marine equipment manufacturers, with examples that work for both Google and AI search.
By Paul Clapp -
Web Design
Why most maritime websites fail the four-second credibility test
22 Jul 2026
Why most maritime websites fail the four-second credibility test
Four seconds is roughly how long a fleet director gives your homepage before deciding you're worth a second look. Here's what most maritime sites get wrong.
By Paul Clapp -
AI SEO
How AI search engines decide which maritime brands to cite
15 Jul 2026
How AI search engines decide which maritime brands to cite
A practical look at the signals ChatGPT, Perplexity, Gemini and Copilot weigh when generating answers about maritime suppliers, and how to influence them.
By Paul Clapp -
Paid Media
Google Ads account structure for maritime services
13 Jul 2026
Google Ads account structure for maritime services
How to structure a Google Ads account for a maritime services business so the data is legible and the budget actually flows to the right places.
By Nathan Yendle -
SEO
A technical SEO audit framework for maritime websites
10 Jul 2026
A technical SEO audit framework for maritime websites
A practical framework for auditing the technical SEO of maritime websites, focused on the issues that actually move pipeline rather than tool-score vanity.
By Paul Clapp -
Content Marketing
The maritime hub-and-cluster content model
7 Jul 2026
The maritime hub-and-cluster content model
How to organise maritime content around topical hubs that build authority with both buyers and search engines, without producing thin pages.
By Nathan Yendle -
Web Design
Choosing between WordPress, Webflow and headless for a ship management company
2 Jul 2026
Choosing between WordPress, Webflow and headless for a ship management company
An honest comparison of WordPress, Webflow and headless stacks for ship managers, with the trade-offs that actually matter for maritime corporate sites.
By Paul Clapp -
AI SEO
What is GEO (generative engine optimisation) and why maritime brands need it now
29 Jun 2026
What is GEO (generative engine optimisation) and why maritime brands need it now
Generative engine optimisation is how maritime brands stay visible when buyers stop using Google. Here is what it is and why the discipline matters now.
By Paul Clapp -
AI SEO
How to get cited by ChatGPT and Perplexity when your buyers ask about your maritime category
29 Apr 2026
How to get cited by ChatGPT and Perplexity when your buyers ask about your maritime category
What we've learned from auditing LLM visibility across maritime categories: what gets cited, what doesn't and the four moves that move the needle.
By Paul Clapp -
Paid Media
Quarterly paid media audits for maritime marketing leads
25 Apr 2026
Quarterly paid media audits for maritime marketing leads
A practical checklist for the marketing lead at a shipping line, ship manager or marine equipment manufacturer to audit a paid-media programme each quarter.
By Nathan Yendle -
Content Marketing
Measuring content's contribution to closed-won maritime revenue
23 Apr 2026
Measuring content's contribution to closed-won maritime revenue
Standard attribution models miss most of content's actual contribution to maritime revenue. Here's a practical model that captures more of the truth.
By Nathan Yendle -
SEO
Why maritime SEO lives in the long tail (and how to find the queries that matter)
22 Apr 2026
Why maritime SEO lives in the long tail (and how to find the queries that matter)
Most maritime keyword research misses the high-value queries because volume tools filter them out. Here's how to surface the searches your buyers actually run.
By Paul Clapp -
Content Marketing
The 18-month curve: when content marketing actually starts paying back
15 Apr 2026
The 18-month curve: when content marketing actually starts paying back
Maritime content marketing follows a predictable payback curve, and brands that abandon at month nine miss the entire compounding window.
By Nathan Yendle -
Paid Media
The hidden cost of broad-match keywords in maritime accounts
15 Apr 2026
The hidden cost of broad-match keywords in maritime accounts
Broad match has quietly become the default in Google Ads. In maritime accounts, that default costs more than most marketers realise.
By Nathan Yendle -
Web Design
Auditing a maritime website before a redesign: a 12-point checklist
15 Apr 2026
Auditing a maritime website before a redesign: a 12-point checklist
What to check on your current maritime website before commissioning a redesign, so the new site fixes the right problems instead of inheriting them.
By Paul Clapp -
AI SEO
The 12-month AI SEO roadmap for a mid-sized maritime company
10 Apr 2026
The 12-month AI SEO roadmap for a mid-sized maritime company
A practical month-by-month AI SEO plan for a mid-sized maritime company, covering audit, structural fixes, content, authority building and measurement.
By Paul Clapp -
Paid Media
LinkedIn Ads for maritime: targeting that actually reaches fleet directors
8 Apr 2026
LinkedIn Ads for maritime: targeting that actually reaches fleet directors
Most maritime LinkedIn campaigns target too broadly and waste budget on adjacent industries. Here's how to build audiences that hit the buyers who matter.
By Nathan Yendle -
SEO
Reporting SEO performance to maritime boards (revenue, not rankings)
7 Apr 2026
Reporting SEO performance to maritime boards (revenue, not rankings)
How to present SEO performance to a maritime board in a way that connects activity to revenue rather than vanity metrics, with a board-ready template.
By Paul Clapp -
Content Marketing
Lessons from auditing 50 maritime company blogs
6 Apr 2026
Lessons from auditing 50 maritime company blogs
Patterns from a working audit of 50 maritime company blogs across owners, ports, ship managers and equipment manufacturers, and what they reveal about what actually works.
By Nathan Yendle -
Paid Media
Account-based marketing for maritime: list construction and reporting
4 Apr 2026
Account-based marketing for maritime: list construction and reporting
How to build a defensible ABM target list for maritime sales and how to report against it without flattering numbers.
By Nathan Yendle -
Web Design
How to brief a maritime web design agency and not waste six months
2 Apr 2026
How to brief a maritime web design agency and not waste six months
A vague brief produces a generic site. Here's how to brief a maritime web design agency so you get a build that's commercially useful and on time.
By Paul Clapp -
Content Marketing
How to write a maritime case study that actually moves a sale
1 Apr 2026
How to write a maritime case study that actually moves a sale
Most maritime case studies read like capability decks. Here's the structure that works for buyers in committee.
By Nathan Yendle -
AI SEO
How AI is changing the maritime buying committee's research process
23 Mar 2026
How AI is changing the maritime buying committee's research process
Maritime buying committees are using ChatGPT, Claude and Perplexity in their research process. Here is what the new behaviour looks like and what it means for marketers.
By Paul Clapp -
Content Marketing
Content frameworks for marine equipment manufacturers
23 Mar 2026
Content frameworks for marine equipment manufacturers
Marine equipment manufacturers face content challenges shipping lines and ship managers don't. Here are the content frameworks that consistently work.
By Nathan Yendle -
Paid Media
Paid social creative that works for maritime audiences
22 Mar 2026
Paid social creative that works for maritime audiences
What actually engages fleet directors, technical superintendents and naval architects on LinkedIn and Meta, and what to stop putting in front of them.
By Nathan Yendle -
Web Design
Designing maritime case study pages that actually convert
16 Mar 2026
Designing maritime case study pages that actually convert
Most maritime case studies are capability decks dressed as case studies. Here's how to design pages that move buyers from interest to enquiry.
By Paul Clapp -
SEO
JavaScript SEO traps on modern maritime websites
10 Mar 2026
JavaScript SEO traps on modern maritime websites
How JavaScript-heavy maritime websites silently lose SEO visibility, and what to check on a Vue, React or Next.js maritime site to make sure search engines see what users see.
By Paul Clapp -
Content Marketing
Writing for maritime CFOs vs technical buyers: same brand, different content
9 Mar 2026
Writing for maritime CFOs vs technical buyers: same brand, different content
A technical manager and a CFO at the same shipping line are reading entirely different content. The brands that understand this build for both. Most don't.
By Nathan Yendle -
AI SEO
Optimising service pages for AI summarisation
5 Mar 2026
Optimising service pages for AI summarisation
How to structure maritime service pages so AI tools summarise them accurately and cite them with confidence, with concrete patterns and a checklist.
By Paul Clapp -
Paid Media
Bid strategies for low-volume, high-value maritime queries
4 Mar 2026
Bid strategies for low-volume, high-value maritime queries
Most automated bidding strategies struggle on the low-volume keyword sets that dominate maritime accounts. Here is what works instead.
By Nathan Yendle -
Web Design
Content modelling for marine equipment product catalogues
27 Feb 2026
Content modelling for marine equipment product catalogues
Marine equipment catalogues fail when treated as marketing pages. Modelling them as structured product data unlocks search, comparison and integration.
By Paul Clapp -
Content Marketing
Distributing maritime content where buyers actually look
23 Feb 2026
Distributing maritime content where buyers actually look
Most maritime content fails not because of the writing but because it's distributed in channels buyers don't read. Here's where they actually look.
By Nathan Yendle -
SEO
Multi-domain vs subfolder strategies for maritime conglomerates
17 Feb 2026
Multi-domain vs subfolder strategies for maritime conglomerates
Whether maritime conglomerates should run multiple branded domains or consolidate onto a single domain with subfolders. The trade-offs and the right answer for most groups.
By Paul Clapp -
AI SEO
AI search and the maritime regulatory question (compliance content)
15 Feb 2026
AI search and the maritime regulatory question (compliance content)
How AI search treats maritime regulatory content (EEXI, CII, MARPOL, SOLAS, ISM) and how to publish compliance content that gets cited responsibly.
By Paul Clapp -
Paid Media
How to tell when your maritime paid media agency is overcharging
13 Feb 2026
How to tell when your maritime paid media agency is overcharging
Practical signs that an agency's fees and media spend are no longer matched to the value delivered, and what to do about it.
By Nathan Yendle -
Web Design
Multi-language and multi-region websites for global maritime brands
11 Feb 2026
Multi-language and multi-region websites for global maritime brands
Multilingual maritime sites get built three different ways and only one of them holds up at scale. Here's how to choose, structure and maintain it.
By Paul Clapp -
Content Marketing
Co-marketing content with maritime industry partners
9 Feb 2026
Co-marketing content with maritime industry partners
Done well, co-marketing with maritime partners doubles a brand's reach without doubling cost. Done badly, it produces orphaned content nobody owns. Here's the difference.
By Nathan Yendle -
AI SEO
Common mistakes maritime marketing teams make on llms.txt
28 Jan 2026
Common mistakes maritime marketing teams make on llms.txt
The recurring llms.txt mistakes we see on maritime corporate sites, and the fixes that take a flawed file from misleading to genuinely useful.
By Paul Clapp -
SEO
Writing service pages for fleet management software brands
27 Jan 2026
Writing service pages for fleet management software brands
How to write service and product pages for fleet management software brands that rank well and convert technical superintendents and DPA-side buyers.
By Paul Clapp -
Content Marketing
The maritime content audit: a quarterly framework
26 Jan 2026
The maritime content audit: a quarterly framework
A repeatable quarterly content audit framework for maritime brands, focused on pruning, updating and amplifying the pieces that actually contribute to pipeline.
By Nathan Yendle -
Web Design
WordPress security hardening for maritime sites with public RFP forms
26 Jan 2026
WordPress security hardening for maritime sites with public RFP forms
A maritime corporate WordPress site with public RFP and quote forms is a real attack surface. Here's the security baseline that should be non-negotiable.
By Paul Clapp -
Paid Media
Reading a maritime paid media monthly report: what matters
25 Jan 2026
Reading a maritime paid media monthly report: what matters
Most paid-media monthly reports buried under metrics. Here is what a maritime marketing lead should actually read carefully and what to skim.
By Nathan Yendle -
SEO
Search Console diagnostics for maritime sites: 8 things to check monthly
13 Jan 2026
Search Console diagnostics for maritime sites: 8 things to check monthly
A monthly Search Console review checklist tailored for maritime corporate sites, focused on the diagnostics that actually surface fixable issues.
By Paul Clapp -
AI SEO
Comparing your AI search position vs competitors quarterly
10 Jan 2026
Comparing your AI search position vs competitors quarterly
How to run a competitive AI search audit each quarter, what to track, how to read the results and how to turn them into a content roadmap that compounds.
By Paul Clapp -
Web Design
Mobile design for port-side and ship-side maritime users
8 Jan 2026
Mobile design for port-side and ship-side maritime users
Maritime mobile users aren't a homogeneous group. Designing for the port-side and ship-side use cases changes layout, weight and interaction in important ways.
By Paul Clapp -
Paid Media
The 60/30/10 paid budget split: when it doesn't apply to maritime
6 Jan 2026
The 60/30/10 paid budget split: when it doesn't apply to maritime
The standard 60/30/10 paid-budget framework imports B2C assumptions that do not survive contact with maritime buying behaviour.
By Nathan Yendle -
Content Marketing
Editorial governance: how to ship two posts a month for 18 months
5 Jan 2026
Editorial governance: how to ship two posts a month for 18 months
The single hardest problem in maritime content marketing isn't writing posts; it's shipping them consistently. Here's the editorial governance model that survives.
By Nathan Yendle -
AI SEO
How to get cited as a source on Wikipedia (and why it matters for AI search)
23 Dec 2025
How to get cited as a source on Wikipedia (and why it matters for AI search)
Wikipedia is heavily weighted in LLM training and retrieval. Here is how maritime brands can earn legitimate citations on Wikipedia and why the work pays off.
By Paul Clapp -
Web Design
When headless builds are worth it for maritime brands
18 Dec 2025
When headless builds are worth it for maritime brands
Headless is the right answer for some maritime sites and the wrong answer for many. Here are the specific conditions where the developer overhead actually pays back.
By Paul Clapp -
Paid Media
YouTube as a maritime category education channel
17 Dec 2025
YouTube as a maritime category education channel
YouTube is under-used in maritime paid media but works particularly well as a category-education channel for technical buyers. Here is how to use it properly.
By Nathan Yendle -
SEO
SEO for ship management companies competing globally
9 Dec 2025
SEO for ship management companies competing globally
Search-led growth tactics for ship management companies competing for technical, crew and full management mandates across global markets.
By Paul Clapp -
Content Marketing
Newsletter strategy for maritime brands
8 Dec 2025
Newsletter strategy for maritime brands
Why a small, well-edited maritime newsletter beats almost every other distribution channel for senior buyers, and how to build one that lasts.
By Nathan Yendle -
AI SEO
Should maritime companies block AI crawlers? A balanced read
5 Dec 2025
Should maritime companies block AI crawlers? A balanced read
The case for and against blocking GPTBot, ClaudeBot and Google-Extended on a maritime corporate site, and what we recommend for most clients.
By Paul Clapp -
Web Design
Writing maritime service pages that pass procurement scrutiny
4 Dec 2025
Writing maritime service pages that pass procurement scrutiny
A service page that wins the technical sponsor still has to survive procurement. Here's what to put on the page so the deal doesn't stall at vendor review.
By Paul Clapp -
Paid Media
Paid media for marine equipment manufacturers: distributor channels
27 Nov 2025
Paid media for marine equipment manufacturers: distributor channels
How marine equipment manufacturers should structure paid media when most sales flow through distributors and yards rather than direct.
By Nathan Yendle -
SEO
EEAT for maritime brands: especially for compliance content
25 Nov 2025
EEAT for maritime brands: especially for compliance content
How maritime brands should treat EEAT (experience, expertise, authoritativeness, trust) on regulatory and compliance content where Google scrutiny is higher.
By Paul Clapp -
Content Marketing
Building authority in maritime regulatory content (IMO, MARPOL, EU ETS)
17 Nov 2025
Building authority in maritime regulatory content (IMO, MARPOL, EU ETS)
Regulatory content is the single fastest path to authority for a maritime brand, but only if it's written with the rigour the audience expects.
By Nathan Yendle -
AI SEO
Maritime trade publications that LLMs weight most heavily
17 Nov 2025
Maritime trade publications that LLMs weight most heavily
Which maritime trade publications carry disproportionate weight in LLM citations, why, and how to earn coverage in the ones that matter.
By Paul Clapp -
Web Design
Running UX research interviews with fleet directors
17 Nov 2025
Running UX research interviews with fleet directors
Fleet directors are time-poor and sceptical of marketing fluff. Here's how to run UX research interviews that actually inform a maritime website redesign.
By Paul Clapp -
Paid Media
Retargeting for maritime audiences without being creepy
8 Nov 2025
Retargeting for maritime audiences without being creepy
Retargeting in B2B maritime works differently to consumer retargeting. Here is how to design it so it stays useful across long buying cycles.
By Nathan Yendle -
SEO
Earning links from maritime trade press (TradeWinds, Lloyd's List, Splash)
4 Nov 2025
Earning links from maritime trade press (TradeWinds, Lloyd's List, Splash)
How to actually earn editorial backlinks from the maritime trade press, with a process that respects how journalists work in shipping.
By Paul Clapp -
Web Design
Designing for the maritime buying committee (3-6 stakeholders)
30 Oct 2025
Designing for the maritime buying committee (3-6 stakeholders)
A maritime purchase decision rarely has one buyer. Designing the website for the committee, not the champion, is what wins the vendor shortlist.
By Paul Clapp -
AI SEO
What Perplexity rewards differently to ChatGPT for maritime queries
30 Oct 2025
What Perplexity rewards differently to ChatGPT for maritime queries
Perplexity and ChatGPT cite different maritime brands in different orders for the same prompts. Here is what each rewards and how to optimise for both.
By Paul Clapp -
Content Marketing
Content KPIs that matter in long-cycle maritime sales
27 Oct 2025
Content KPIs that matter in long-cycle maritime sales
Most marketing teams measure content with the wrong KPIs for maritime sales cycles. Here are the KPIs that actually correlate with pipeline and revenue.
By Nathan Yendle -
SEO
Pillar pages and topic clusters for maritime topics
21 Oct 2025
Pillar pages and topic clusters for maritime topics
How to structure pillar pages and topic clusters around maritime topics so your site builds genuine topical authority rather than 200 disconnected blog posts.
By Paul Clapp -
Paid Media
Brand search bidding for maritime: when to defend, when to skip
19 Oct 2025
Brand search bidding for maritime: when to defend, when to skip
Bidding on your own brand keywords is sometimes essential and sometimes a waste. Here is how to tell which side of the line a maritime business sits on.
By Nathan Yendle -
Web Design
Replatforming a port authority website without losing a year of SEO
13 Oct 2025
Replatforming a port authority website without losing a year of SEO
Port authority sites carry years of indexed depth. A careless replatform can lose 30% of organic traffic overnight. Here's how to keep what you've earned.
By Paul Clapp -
AI SEO
Brand authority signals that move AI search rankings in maritime
12 Oct 2025
Brand authority signals that move AI search rankings in maritime
Which authority signals AI engines actually weigh when citing maritime brands, and how to build them faster than your competitors.
By Paul Clapp -
SEO
How Google ranks maritime services compared to consumer queries
7 Oct 2025
How Google ranks maritime services compared to consumer queries
Maritime SEO behaves differently from consumer SEO. Understanding the differences explains why standard SEO advice often produces poor results in shipping.
By Paul Clapp -
Content Marketing
Repurposing a maritime webinar into 12 marketing assets
6 Oct 2025
Repurposing a maritime webinar into 12 marketing assets
A single 60-minute maritime webinar should produce twelve distinct marketing assets. Most produce one. Here's the repurposing system that works.
By Nathan Yendle -
Paid Media
Building a maritime landing page system for paid traffic
30 Sept 2025
Building a maritime landing page system for paid traffic
Most maritime paid traffic dumps onto a generic services page. Here is how to build a landing-page system that matches the granularity of the campaigns feeding it.
By Nathan Yendle -
Web Design
The case for hand-coded WordPress over page builders in maritime
25 Sept 2025
The case for hand-coded WordPress over page builders in maritime
Page builders are quick to launch and slow to live with. Here's why hand-coded WordPress is the right default for serious maritime corporate sites.
By Paul Clapp -
AI SEO
Content patterns that trigger LLM citations: claim and evidence structures
24 Sept 2025
Content patterns that trigger LLM citations: claim and evidence structures
The single content pattern that drives LLM citations in maritime: claim followed by evidence. How to write it and where to use it on a maritime corporate site.
By Paul Clapp -
SEO
SEO for marine equipment manufacturers: capability vs product pages
23 Sept 2025
SEO for marine equipment manufacturers: capability vs product pages
How marine equipment manufacturers should structure capability and product pages for SEO, and why the distinction matters more than most brands realise.
By Paul Clapp -
Content Marketing
Customer interview templates for maritime content programmes
15 Sept 2025
Customer interview templates for maritime content programmes
A practical interview template for extracting publishable, credible customer stories from maritime clients without burning the relationship.
By Nathan Yendle -
Paid Media
LinkedIn audience construction for naval architects and technical superintendents
10 Sept 2025
LinkedIn audience construction for naval architects and technical superintendents
Building LinkedIn audiences that reach naval architects and technical superintendents specifically, without bleeding into adjacent engineering disciplines.
By Nathan Yendle -
Web Design
WCAG 2.2 AA accessibility on maritime corporate websites
9 Sept 2025
WCAG 2.2 AA accessibility on maritime corporate websites
What WCAG 2.2 AA actually requires, why maritime sites tend to fail it badly and how to fix the most common issues without a full rebuild.
By Paul Clapp -
AI SEO
Tracking AI search referrals in server logs for maritime sites
6 Sept 2025
Tracking AI search referrals in server logs for maritime sites
How to find ChatGPT, Perplexity, Claude and Gemini traffic in your server logs, what to track and how to turn the data into actionable AI SEO decisions.
By Paul Clapp -
SEO
Building a maritime keyword research process from scratch
2 Sept 2025
Building a maritime keyword research process from scratch
A repeatable process for maritime keyword research that surfaces commercially valuable queries the standard tools miss, with templates you can use today.
By Paul Clapp -
Content Marketing
Whitepaper vs gated report: which works better for maritime audiences
25 Aug 2025
Whitepaper vs gated report: which works better for maritime audiences
The choice between a whitepaper and a gated report matters more in maritime than most sectors, and the default assumption (gate everything) is usually wrong.
By Nathan Yendle -
Web Design
Trust signals every maritime website should display above the fold
22 Aug 2025
Trust signals every maritime website should display above the fold
Maritime buyers shortlist on credibility. The signals you put above the fold do most of the qualifying work before they ever read a word of body copy.
By Paul Clapp -
Paid Media
Server-side tagging for maritime websites
22 Aug 2025
Server-side tagging for maritime websites
Why server-side tagging matters more for low-volume maritime accounts than for high-volume B2C, and how to set it up without breaking the existing tracking.
By Nathan Yendle -
SEO
Core Web Vitals targets for maritime corporate sites
19 Aug 2025
Core Web Vitals targets for maritime corporate sites
What Core Web Vitals scores actually matter for maritime corporate sites, and how to hit them without rebuilding the whole site.
By Paul Clapp -
AI SEO
Why most maritime service pages are invisible to ChatGPT
19 Aug 2025
Why most maritime service pages are invisible to ChatGPT
The structural and content faults that make maritime service pages invisible to AI search, and the rewrite patterns that put them back into citation range.
By Paul Clapp -
SEO
Migrating a maritime website without losing organic visibility
5 Aug 2025
Migrating a maritime website without losing organic visibility
How to migrate a maritime website (CMS change, redesign, domain consolidation) without losing the rankings and pipeline you've spent years building.
By Paul Clapp -
Content Marketing
The eight types of maritime content that actually generate pipeline
4 Aug 2025
The eight types of maritime content that actually generate pipeline
Most maritime content is decorative. These eight content types consistently move buyers through long, committee-led purchase decisions.
By Nathan Yendle -
Web Design
Designing fleet pages that don't read like brochure inserts
4 Aug 2025
Designing fleet pages that don't read like brochure inserts
Fleet pages on most ship operator sites are static brochure tables. Here's how to design them as the live commercial assets they should be.
By Paul Clapp -
Paid Media
Conversion tracking that survives a 12-month maritime sales cycle
1 Aug 2025
Conversion tracking that survives a 12-month maritime sales cycle
Most maritime paid-media accounts optimise on form fills because nothing else is configured. Here is how to track what actually matters across a year-long cycle.
By Nathan Yendle -
AI SEO
The four LLM citation patterns we see across maritime categories
1 Aug 2025
The four LLM citation patterns we see across maritime categories
After auditing dozens of maritime categories in ChatGPT, Claude, Gemini and Perplexity, four citation patterns repeat. Here is what they tell you about your category.
By Paul Clapp -
SEO
Local SEO for port agency and stevedoring companies
22 Jul 2025
Local SEO for port agency and stevedoring companies
Practical local SEO tactics for port agencies and stevedoring firms that depend on regional visibility, including Google Business Profile and citation strategy.
By Paul Clapp -
Web Design
Information architecture for diversified maritime groups
15 Jul 2025
Information architecture for diversified maritime groups
How to structure a website when one group runs ship management, port agency, bunker supply and offshore services without forcing buyers through a corporate maze.
By Paul Clapp -
AI SEO
Auditing AI visibility: a practical methodology for maritime
14 Jul 2025
Auditing AI visibility: a practical methodology for maritime
How we run a structured AI visibility audit for maritime clients, what we test, how we score and how to make the results actionable for a marketing team.
By Paul Clapp -
Content Marketing
Working with subject-matter experts in maritime: interview frameworks
14 Jul 2025
Working with subject-matter experts in maritime: interview frameworks
Senior maritime experts have all the credibility your content needs. Extracting it productively requires a tighter interview framework than most content teams use.
By Nathan Yendle -
Paid Media
Microsoft Ads for maritime: why it often outperforms Google
12 Jul 2025
Microsoft Ads for maritime: why it often outperforms Google
The maritime buying audience skews toward Bing and Microsoft search inventory more than most B2B sectors. Here is how to use that to your advantage.
By Nathan Yendle -
SEO
Finding content gaps in the maritime SERP
8 Jul 2025
Finding content gaps in the maritime SERP
How to identify the queries where the maritime SERP is weak and your brand could rank with the right content, instead of fighting Wikipedia and IMO for head terms.
By Paul Clapp -
Web Design
Building a CRM-integrated contact form for long maritime sales cycles
30 Jun 2025
Building a CRM-integrated contact form for long maritime sales cycles
Maritime sales cycles run nine to eighteen months. Your contact form has to capture enough signal for the CRM to be useful that long after the click.
By Paul Clapp -
AI SEO
Structured data for AI search: schema patterns that get cited
26 Jun 2025
Structured data for AI search: schema patterns that get cited
Which schema.org types matter most for maritime AI search visibility, and how to implement them so LLMs can extract and cite your content cleanly.
By Paul Clapp -
SEO
Internal linking strategies that build topical authority in maritime
24 Jun 2025
Internal linking strategies that build topical authority in maritime
How to use internal linking to build genuine topical authority on a maritime website, instead of just linking everything to the homepage.
By Paul Clapp -
Paid Media
LinkedIn ABM campaigns targeting tier-one ship owners
23 Jun 2025
LinkedIn ABM campaigns targeting tier-one ship owners
How to structure a LinkedIn account-based campaign that actually reaches buying committees inside the world's largest ship-owning groups.
By Nathan Yendle -
Content Marketing
Comparison content for maritime: when to publish, when not to
23 Jun 2025
Comparison content for maritime: when to publish, when not to
Comparison content can be the highest-converting asset in a maritime content programme, or the one that destroys credibility. The difference is in the framing.
By Nathan Yendle -
Web Design
Page speed for ship-side users on satellite connections
12 Jun 2025
Page speed for ship-side users on satellite connections
Maritime websites are often tested on fibre and judged on Lighthouse. Real ship-side users on VSAT or LEO connections see something very different.
By Paul Clapp