b'Over two-thirds of search-related clicks come from SEO. Its importantAbout the Author to do your homework and JENNY GEZELLA PRESIDENTsee where you currentlyHOFFMANN MARINErank vs your competitors. As President of Hoffmann Marine, Jenny Gezel-la oversees 46 boats around the United States, as well as a marina. In her role, she oversees all daily operations of the business, including marketing, whichimprovesyourbusinesslocalvisibilitytodrivesales, and boat operations, working hand in hand foottrafficandphonecalls.Thenthereistheorganicwith operators in each individual company. Jenny CEO which is the cornerstone of maximizing your onlinehas been instrumental in the growth of Hoffmann referraltrafficfromsearchengines.Overtwo-thirdsofMarine,startingwithjustoneboatin2018to search-related clicks come from SEO. Its important to domanagingalmost50boatsinvariouslocations your homework and see where you currently rank vs youracross the U.S.competitors, and spend the money and time researching key words to be able to move up in this ranking. Two newer products to the market are geo fencing micro-proximity and geo fencing device ID. Geo fencing micro-proximity targets people on their mobile devices based on where they are in real-time. Example, you can target guests at the hotels within a 20-mile radius of your property orDOCK TO DOCK you can target guests dining at restaurants near your loca-tion. You set the parameters and then your ads will appearEFFICIENCYshowcasing your boat and cruises. Geo fencing device ID is getting a view into user behaviors, frequently visited lo-cations, habits, interests, and much more. An example is that pair of shoes you had been looking at online around Christmas a few weeks ago. Maybe you put them in your cart or just viewed them a couple times, but never actually purchased them. Isnt it interesting how those same shoes keep appearing in ads as you research other things? Our phones are smart, and technology can seem scary, but you can do the same with your guests and target those who are interested in and have researched your cruises. As the world and technology changes, we need to change, too. Though sometimes the good, old-fashioned approach of treating your customers well, saying thank you, and en-couraging them to come back are the best ways to contin- Our waterjets represent the pinnacle of all-round ue to grow your business. As Walt Disney said, Do whatoperational efficiency, agile manoeuvrability, for swift you do so well that they will want to see it again and bringturnarounds, and durability.their friends.www.hamiltonjet.com31 JANUARY/FEBRUARY 2025'