Onne van der Wal is one of the world's premier nautical, sailing and yachting photographers. His work is showcased in his Newport, RI gallery and on his website, vanderwal.com.

Situation:
Onne's website was designed to showcase his work, sell prints online and generate photography job leads. However, the site was getting very little visitor traffic because of poor search engine rankings.

Challenge:
Increase rankings in the unpaid (organic) search engine results of Google and other search engines for relevant keyword searches such as "yacht photography."

Solution:
Precision completed comprehensive online market, competitor and keyword research and delivered a completely new site architecture (organization and navigation) to the web developer for implementation. The new architecture capitalized on the most relevant and most searched keywords. For example, a new "Sailing and Boating Calendars" page was recommended. Ease of navigation and overall usability were also important considerations.

Once the new architecture was in place, Precision completed page-by-page search engine optimization (SEO) to target the best keyword searches discovered during the research phase. Visible, on-page elements (headings, page copy and image roll-over text, etc.) and non-visible elements (page titles, meta description, etc.) were professionally optimized. Effective "calls to action" were also added to pages.

After the new site was complete, Precision performed manual, professional registrations with search engines, directories and online yellow pages.

In addition to search engine optimization, Precision also implemented a comprehensive search engine advertising campaign on Google AdWords and Yahoo! Search Marketing. This campaign targets hundreds of relevant keyword searches, complementing regular (unpaid) search results.

Results:
The website now ranks at the top of search results on all search engines for a myriad of extremely relevant (and popular) keyword searches including "yacht photographer," "sailing photography," "yachting photographs" and "sailing calendars."

Site traffic and sales have increased dramatically and Onne routinely receives great job leads from the site.