Author
Paul Clapp
Development & Technical SEO Lead, Priority Pixels
Paul leads on development and technical SEO at Priority Pixels, bringing over 20 years of experience in web and IT. He specialises in building fast, scalable WordPress websites and shaping SEO strategies that deliver long-term results. He's also a driving force behind the agency's push into accessibility and AI-driven optimisation.
Posts by Paul
63 posts
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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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
SEO
International SEO for global maritime brands: hreflang done properly
10 Jun 2025
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 Clapp -
AI SEO
Setting up llms.txt for a maritime corporate website
8 Jun 2025
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 -
Web Design
Why most maritime websites fail the four-second credibility test
28 May 2025
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 -
SEO
Schema markup that maritime websites should be using (Service, Organization, Vessel)
28 May 2025
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 -
AI SEO
How AI search engines decide which maritime brands to cite
21 May 2025
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 -
SEO
A technical SEO audit framework for maritime websites
12 May 2025
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 -
Web Design
Choosing between WordPress, Webflow and headless for a ship management company
9 May 2025
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
4 May 2025
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
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