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Data Tracker: Looking into search dynamics

In August, nearly 2 million unique visitors reached BoatTrader.com and viewed nearly 32 million pages. These users actively conducted searches via keywords and drop-down selections, resulting in 458,629 typed keyword searches and 1,417,750 manufacturer drop-down searches. As keyword searches are performed in an open search field and manufacturers are selected from a drop-down menu, it seems natural that drop-down searches are the preferred search method.

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Of the keyword searches performed on Boat     Trader.com, the most popular search terms in August were: pontoon, center console, Sundancer, Yamaha, diesel, bowrider, aluminum, Mercury, Scarab and fishing. The top brands - Yamaha, Sundancer and Mercury - appear consistently in the top 10 keyword searches, but "Yamaha" is the only top keyword that also appears in the manufacturer searches (ranking 18th in August) because the company is both an engine and a boat/PWC manufacturer.

The most frequently searched manufacturers on BoatTrader.com are: Sea Ray, Bayliner, Boston Whaler, MasterCraft, Baja, Chaparral, Ranger, Wellcraft, Malibu and Formula. In August, of these boatbuilders, Sea Ray and Wellcraft had the two most commonly searched model ranges via keyword search, "Sundancer" and "Scarab," respectively.

This article originally appeared in the October 2010 issue.

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