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"Our organic traffic in December is up 257.6%, that’s 20,000 more visitors than same time last year. Enquiries via this channel up 239% which equates to several hundred more sales leads. "
Ski Line are one of the UK’s largest independent ski holiday specialists, with a proud history of winning industry awards. In the 2017 ‘World Ski Awards’ Ski Line were voted as one of the top 3 ski agents in the world.
Yet, Ski Line’s performance in Google was not worthy of such praise. Lagging behind the competition and buried deep on Google’s 3rd, 4th and 5th pages of results - and beyond – Ski Line were not able to take advantage of the huge online demand for their services.
We were tasked with rectifying the situation through the development of an organic search campaign.
year on year increase in organic traffic
more monthly visits in December 2017, compared to December 2016
keyword phrases listed on Page 1 of Google
After much research and deliberation, to start we decided to target ‘medium tail’ length keywords with high purchasing intent, with fairly high search volumes, and to leave the most difficult and competitive phrases for the time being.
Keywords such as ‘Half term ski deals’, ‘ski chalet holidays’, ‘December 2017 ski holidays’ were are first port of call.
After selecting our target keywords for the campaign, we developed a detailed technical optimisation report to improve and adjust the Ski Line website’s potential to rank in Google.
In additional to SEO elements, we also recommended on Conversion Optimisation best practices to ensure Ski Line were able to take best advantage of the future improved traffic levels.
The on-page SEO elements included:
|December ski deals 2018||1|
|Ski chalet holiday||4|
|January ski deals||2|
|March ski deals||1|
|February ski deals||2|
|Half term ski deals||2|
|Ski chalet holidays||4|