A data-driven audit of six Tennessee boat dealers’ digital footprints — measuring site health, AI readiness, and search visibility using the BDPI™ framework.
Google PageSpeed Insights scores each site from 0–100 on mobile. A score below 50 signals serious performance issues that directly impact user experience and search rankings.
Google considers a “good” Largest Contentful Paint (LCP) to be under 2.5 seconds. Sites above 4 seconds are rated “poor.”
| Brand | LCP | FCP | TBT | CLS | Status |
|---|---|---|---|---|---|
| Premier Watersports | 4.5s | 1.4s | 884ms | 0.005 | NEEDS WORK |
| American Boat Center | 16.3s | 6.5s | 48ms | 0.002 | POOR |
| Modern Marine | 9.0s | 3.5s | 491ms | 0.004 | POOR |
| Anderson Marine | 28.6s | 13.2s | 93ms | 0.000 | POOR |
| Bunch Marine | 6.6s | 5.4s | 689ms | 0.007 | POOR |
| Can Do Marine | 26.9s | 13.7s | 442ms | 0.013 | POOR |
We tested six critical security headers across every site. These headers protect visitors from clickjacking, injection attacks, and data leaks. Most boat dealer websites fail this test.
| Brand | HSTS | CSP | X-Frame | X-Content | Referrer | Permissions | Grade |
|---|---|---|---|---|---|---|---|
| Premier Watersports | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | A |
| American Boat Center | × | × | ✓ | ✓ | ✓ | × | C |
| Modern Marine | × | × | × | × | × | × | F |
| Anderson Marine | × | × | ✓ | ✓ | ✓ | ✓ | C |
| Bunch Marine | × | × | × | × | × | ✓ | F |
| Can Do Marine | × | × | × | × | × | × | F |
GDPR and CCPA require explicit consent before loading tracking cookies. We checked each site for a Consent Management Platform (CMP) and counted pre-consent trackers.
| Brand | CMP Present | Pre-Consent Trackers | Privacy Policy | Status |
|---|---|---|---|---|
| Premier Watersports | Chatbase widget | Google Analytics, Facebook, Sentry | ✓ | PARTIAL |
| American Boat Center | None detected | Unknown | × | FAIL |
| Modern Marine | None detected | Unknown | ✓ | PARTIAL |
| Anderson Marine | None detected | Unknown | × | FAIL |
| Bunch Marine | None detected | Unknown | × | FAIL |
| Can Do Marine | None detected | Unknown | ✓ | PARTIAL |
Search visibility is measured by the number of organic keywords a domain ranks for and its estimated monthly organic traffic. Data sourced from Semrush.
Organic Keywords — total keywords ranking in Google’s top 100 (Semrush US, March 2026)
Estimated Monthly Traffic — organic visits per month
Position Tracking Visibility — Semrush visibility across 223 tracked keywords (Tennessee)
Perfect security headers including HSTS with preload and comprehensive CSP. Best competitor manages 4/6 (Anderson). Three dealers score 0–1 out of 6.
AutoDealer schema with three locations, opening hours, and contact details. Zero competitors have any structured data — a critical AI readiness gap.
1,948 organic keywords vs. the competitor average of 674. Broadest search footprint in the competitive set by a wide margin.
433 referring domains and 15,150 backlinks. The nearest competitor is American Boat Center at AS 20 with just 156 referring domains.
Title, description, canonical, viewport, and 10 Open Graph tags. Most competitors lack meta descriptions, OG tags, or even proper heading structure.
Three locations (Knoxville, Nashville/Gallatin, Norris Lake) each with unique addresses and phone numbers in structured data — feeding directly into AI-powered local search.
A composite scoring system that measures what actually matters for digital performance: site health, AI readiness, and search visibility.
The Bonsai Digital Performance Index (BDPI) weights three pillar scores into a single 0–100 composite. Search visibility carries the most weight because it most directly correlates with revenue impact.
Each brand is scored across all three BDPI pillars. Sub-scores reveal exactly where strengths and weaknesses lie.
| Rank | Brand | SHS | ARS | SVS | Tier | BDPI |
|---|---|---|---|---|---|---|
| 1 | Premier Watersports | 89 | 74 | 75 | DOMINATES | 79 |
| 2 | Bunch Marine | 47 | 43 | 46 | LAGGING | 46 |
| 3 | American Boat Center | 56 | 45 | 38 | LAGGING | 45 |
| T3 | Anderson Marine | 47 | 36 | 48 | LAGGING | 45 |
| 5 | Modern Marine | 55 | 53 | 32 | LAGGING | 44 |
| 6 | Can Do Marine | 40 | 40 | 45 | LAGGING | 42 |
At BDPI 79, Premier is the only dealer in the “Dominates” tier. The five competitors cluster tightly between 42–46 (“Lagging”). This gap is driven by Premier’s perfect security posture, structured data, and 1,948 organic keywords — 3.5× more than the average competitor (674).
Premier is the only dealer with AutoDealer schema markup (3 locations, hours, contact data). None of the five competitors — American Boat Center, Modern Marine, Anderson Marine, Bunch Marine, or Can Do Marine — have any schema.org structured data. This is a massive AI readiness advantage as LLM-powered search engines increasingly prioritize machine-readable content.
Between March 6 and March 23, Premier’s tracked keyword rankings exploded: keywords ranking in the top 100 grew from 34 to 122, and top-10 positions jumped from 7 to 49 — a 600% increase. The gains are concentrated in high-intent commercial keywords: “boats for sale knoxville tn” rose to #9 (390 vol), “supra boat dealers” appeared at #5 (140 vol), and “boat dealers knoxville tn” climbed to #6 (140 vol).
Premier’s Semrush Authority Score of 27 with 433 referring domains and 15,150 backlinks outpaces every competitor. The next best is American Boat Center (AS 20, 156 ref domains). Anderson Marine (AS 19) and Bunch/Can Do Marine (AS 17 each) trail significantly. Authority is the hardest pillar to grow and the strongest long-term moat.
Premier’s perfect 6/6 security headers (grade A) stands alone in this market. The best competitors manage 3–4 headers (grade C). Three dealers — Modern Marine, Bunch Marine, and Can Do Marine — have essentially zero security protections (grade F). This directly impacts trust signals, especially for sites processing financing applications.
Despite fewer organic keywords (1,059 vs Premier’s 1,948), Can Do Marine generates more estimated monthly traffic (2,117 vs 1,663). Their 1,573-word homepage and niche focus on fishing/power boats in the Nashville corridor may be driving higher-intent queries. However, their position tracking visibility (0.61) is the lowest, suggesting reliance on long-tail terms outside Premier’s tracked keyword set.
The technical infrastructure is strong. The next step is filling the data gaps and building on these advantages to dominate search visibility in the Tennessee marine market.
A side-by-side comparison of Premier Watersports’ digital presence before and after migrating to the DealerEdge platform — built by Bonsai Media Group.
Google PageSpeed Insights measures what visitors actually experience. The old site was painfully slow and failed accessibility checks. The DealerEdge build cut load times by 83% and achieved perfect scores.
Mobile page load time
Mobile page load time
83% FASTER
Old Website
“Performance and accessibility both need improvement.”
DealerEdge Build
Google PSI (mobile, March 2026). Perfect 100 on Accessibility and SEO.
Browser security headers protect visitors from clickjacking, data leaks, and injection attacks. The old site had virtually no protections. The new build implements every recommended header.
“Most expected protections are absent or ineffective.”
0 / 6 headers
Every recommended security header configured.
6 / 6 headers
Modern search increasingly relies on structured data, clean meta tags, and machine-readable signals. The old site had none of this infrastructure.
| Capability | Before | After |
|---|---|---|
| Schema.org Markup | × None | ✓ AutoDealer (3 locations) |
| Meta Description | × Missing | ✓ Unique per page |
| Open Graph Tags | × None | ✓ 10 OG tags |
| Canonical URLs | × Missing | ✓ All pages |
| robots.txt | BASIC | ✓ Configured |
| XML Sitemap | × None | ✓ Auto-generated |
| Location Data | × Unstructured | ✓ 3 locations in schema |
| SSL Configuration | ✓ Grade A | ✓ Grade A + HSTS preload |
The original audit found “organic visibility remains limited, with minimal page-one presence.” Within weeks of the DealerEdge launch, rankings surged across every category. Semrush Position Tracking data across 223 Tennessee-targeted keywords, March 6 vs March 23, 2026.
| Keyword | Volume | Mar 6 | Mar 23 | Status |
|---|---|---|---|---|
| boats for sale knoxville tn | 390 | #22 | #9 | +13 |
| boat dealer | 260 | — | #20 | NEW |
| boats for sale knoxville | 210 | #19 | #7 | +12 |
| moomba boats near me | 170 | #11 | #8 | +3 |
| new boat dealership | 170 | — | #18 | NEW |
| supra boat dealers | 140 | — | #5 | NEW |
| boat dealers knoxville tn | 140 | #26 | #6 | +20 |
| moomba boat dealer near me | 140 | — | #6 | NEW |
| boat dealers in knoxville tennessee | 110 | #15 | #6 | +9 |
| pontoon boats for sale knoxville tn | 110 | #39 | #14 | +25 |
| supra boats for sale | 110 | — | #19 | NEW |
| boat dealers knoxville | 90 | #12 | #6 | +6 |
| pontoon boats for sale in knoxville tn | 90 | #61 | #14 | +47 |
| knoxville boat dealers | 70 | — | #6 | NEW |
| yamaha jet boat dealer near me | 70 | — | #11 | NEW |
supra boat dealers
140 mo. searches • was unranked
moomba boat dealer near me
140 mo. searches • was unranked
knoxville boat dealers
70 mo. searches • was unranked
Google Analytics 4 data comparing March 6–23, 2025 (old site) vs. the same window in 2026 (DealerEdge).
| Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Users | 2,613 | 4,312 | +65.0% |
| Sessions | 3,714 | 5,636 | +51.7% |
| Engaged Sessions | 1,881 | 2,746 | +46.0% |
| Engagement Rate | 50.6% | 48.7% | Maintained |
| Organic Search Sessions | 1,580 | 2,284 | +44.6% |
The old site captured minimal form activity. The DealerEdge build tracks every lead touchpoint with granular event data.
Total form submissions
(Mar 6–23, 2025)
Total form submissions
(Mar 6–23, 2026)
The old site tracked a handful of basic interactions. The DealerEdge build captures the full customer journey — from browsing inventory to comparing boats to submitting an inquiry.
| Event | Count |
|---|---|
| viewed_product_page | 2,284 |
| viewed_contact_page | 104 |
| phone_clicks | 46 |
| form_started | 33 |
| form_submission | 14 |
| viewed_service_form | 14 |
| form_submit | 2 |
2,497 total events
| Event | Count |
|---|---|
| View_Brands | 655 |
| Form_Submission | 636 |
| View_Boat_Listing | 558 |
| Click_Boat_Listing | 466 |
| View_Inventory | 465 |
| Form_Submission_Boat_Inquiry | 184 |
| Phone_Click | 31 |
| Text_Us | 15 |
| Chat_Now | 10 |
| Compare_Boats | 10 |
| Schedule_Visit_Submission | 10 |
| Text_Us_Submission | 10 |
| Schedule_Visit_CTA | 9 |
| cta_click | 7 |
| add_to_wishlist | 2 |
| Schedule_Visit | 1 |
3,069 total events
Every measurable dimension of Premier Watersports’ digital presence improved after the DealerEdge migration.
| Metric | Before | After | Change |
|---|---|---|---|
| Mobile Load Time | 13.8s | 2.3s | −83% |
| Security Grade | F | A | 0 → 6/6 headers |
| Accessibility | FAIL | 100 | Perfect score |
| PSI Best Practices | NEEDS WORK | 96 | Near-perfect |
| PSI SEO Score | NEEDS WORK | 100 | Perfect score |
| Schema Markup | None | AutoDealer × 3 locations | New capability |
| Keywords Ranking (TN) | 34 | 122 | +259% |
| Keywords in Top 10 | 7 | 49 | +600% |
| Organic Keywords (US) | Limited | 1,948 | Market leader |
| Authority Score | — | 27 | Highest in set |
| GA4 Users | 2,613 | 4,312 | +65% |
| GA4 Sessions | 3,714 | 5,636 | +52% |
| Organic Sessions | 1,580 | 2,284 | +45% |
| Form Submissions | 16 | 636 | +3,875% |
| CRM Leads Captured | — | 101 | New capability |
| Custom Events Tracked | 7 types | 16 types | +129% |
The DealerEdge platform transformed Premier Watersports from a site with security gaps and limited visibility into the dominant digital presence in the Tennessee marine market.