Brunswick Unified 6 Brands Under One Strategy with Conductor

About Brunswick

Headquarters

Mettawa, IL

Company Size

15,000

Industry

Manufacturing

​​Brunswick Corporation is a global leader in marine recreation, manufacturing and marketing a portfolio of iconic boat brands including Boston Whaler, Sea Ray, Harris, Lund, Lowe, and Crestliner. With 15,000 employees worldwide, Brunswick serves distinct audiences across the boating spectrum—from weekend fishing enthusiasts to luxury yacht buyers.

The company's digital marketing team manages content strategy and SEO across multiple brand websites, each requiring its own approach while coordinating to maximize the portfolio's overall organic and AI search visibility.

The challenge

Brunswick's brands were easy to find if you knew their names. But category searches? That was a different story. The team faced a common multi-brand problem: their sites ranked well for branded searches like ”Boston Whaler" or "Sea Ray," but weren't showing up for broader, non-branded queries like "fishing boats" or "luxury cruisers."

Even more problematic, they discovered significant cross-brand cannibalization—their own brands were competing against each other for the same keywords, diluting overall visibility.

The team also struggled with limited visibility into what was working and what wasn't. Years of content sat on valuable URLs across six websites, but without centralized reporting, they couldn't prioritize which pages to refresh first or identify competitive threats until traffic had already declined. This bottleneck was compounded by the fact that only a handful of specialists could execute SEO effectively, limiting the team's capacity to modernize content at the scale needed for six distinct brands.

How Conductor helped

Modernized legacy content with Writing Assistant

Brunswick's legacy content sat on valuable, keyword-rich URLs that had built authority over the years. The team didn't want to abandon those URLs, but the content desperately needed updating.

Rather than starting from scratch, Brunswick used Writing Assistant to systematically optimize pages while preserving their existing SEO equity. Writing Assistant assessed content in real-time by assigning a clear content score and pinpointing exactly what needed work—whether that was restructuring for readability, strengthening headlines, or filling coverage gaps. The People Also Ask feature consistently surfaced questions Brunswick's audience was actually asking, turning good pages into comprehensive resources that matched search intent.

This approach worked across the entire portfolio:

• Boston Whaler refreshed its trusted DIY guides with modern techniques and better metadata
• Lund turned fishing show transcripts from YouTube into optimized articles, giving that expert content a second life in search
• Lowe and Crestliner transformed technical product specs into compelling stories that actually convert
• Sea Ray maintained its luxury voice while optimizing during a complete site migration
• Harris updated existing blogs and created new content that drove meaningful year-over-year traffic growth

[With Writing Assistant] we can take a URL and just completely revamp the content, bring it up to speed, and make it sound up-to-date, more exciting, and engaging, and relaunch it almost like a brand new piece of content.

Scaled SEO expertise

Brunswick's SEO capacity was limited to a handful of specialists who understood the technical complexities that mattered. To modernize content at scale across their portfolio of brands, they needed to expand who could execute on AEO / SEO strategy.

Writing Assistant's real-time scoring and recommendations gave non-technical marketers clear guidance on what to optimize and why. Brand managers could see exactly which headlines needed improvement, where to add internal links, and whether content adequately answered target queries—without needing to interpret complex SEO data.

We've been able to identify other channels that popped up that have siphoned away some of our organic market share—if we didn't have Conductor, we would have been completely confused on what was going on.

The Research feature provided keyword insights and competitor analysis in accessible formats, allowing content creators to make strategic decisions independently.

When insight meets imagination, SEO stops being technical and becomes transformational. Conductor's tools do more than drive rankings—they help us build relationships through relevance.

Featured Conductor capabilities: Market Share, Rank Tracking, Writing Assistant, Content Guidance, Research

Featured Conductor products: Intelligence, Creator, Monitoring

Conductor gave Brunswick a way to operate like one portfolio—not six separate brands fighting for attention. With every insight connected and every workflow simplified, the team finally had a clear view of what mattered most and the tools to act on it. Conductor didn’t just help them modernize content; it helped them unify their strategy.

One platform, one strategy, complete control.