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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. "

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Learn how we increased Ski Line’s Organic Search Traffic By over 200% in less than 12 months

The Problem

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.

The Results


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

The Strategy


The competition in Google for the travel industry is notoriously high. With huge, established travel agents occupying the very top positions of Google, we had to be inventive with our SEO keyword strategy.

Keyword Strategy

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.

On-Page SEO Strategy

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:

  • Title tags
  • Heading Tags
  • Meta descriptions
  • Robots.txt
  • Sitemap
  • Rich snippets & Schema tags
  • File Names
  • Alt text and Title attributes
  • URL structure
  • Internal and external linking
  • Keyword density
  • Page speed
  • Page design
  • HTTP checks
  • Duplicate content checks
  • And more

Off-Page SEO Strategy

Off-Page SEO is essential to the success of a SEO campaign. Most experts attribute 65% of a SEO campaign’s performance to it.

Off-Page SEO involves acquiring high-quality “backlinks”. In short, the more high-quality backlinks your website has, the higher your website will rank in Google. As part of our on-going SEO work for Ski Line we developed a backlink acquisition program.

Each month our team of content marketers produce guest blog posts, editorial pieces, video and other content that will appeal to webmasters, owners of blogs and social media content distributors. We then manually reach out to interested parties to see if our content can provide any value to their visitors or fan-bases. If so, our high quality content gets distributed around the web and great value is provided both to those reading our content and us, as a new backlink has been earned.

Keyword Ranking Results

Keyword Current Rank
December ski deals 2018 1
Chalet holidays 3
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