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Carvers Ski + Bike
Search Engine Optimization
breckenridgeskishop.com

MARKETING A SKI RENTAL: AN SEO SUCCESS STORY FROM DLD

OUR INITIAL GOALS

At the initial stage of the development of our newest SEO project, we set several goals:

  • Expanding the semantics of the site
  • Improving the positions of key queries and boosting them to the TOP 
  • Increasing organic traffic to the client's website
  • Outstripping local competitors in search results
  • Promoting new queries to TOP-10 and TOP-20 positions in search results

COMPETITOR ANALYSIS AND DEVELOPING OUR SEO STRATEGY

Analyzing the client’s main competitors and niche is the key stage of every SEO strategy. During this stage, our team researches the local market, the industry in general, and the main competing websites in order to devise a custom marketing strategy to achieve the best results for our clients. 

When analyzing the competing ski & snowboard rentals websites, our SEO team pays attention to the following aspects:

  • Website structure
  • Content quality
  • Link building strategy
  • Internal links
  • Metadata

LIST OF SEO TASKS WE PERFORMED

104% INCREASE IN CLIENT’S BACKLINK PROFILE!

At the beginning of the project, we began active work on increasing the site's link profile. The main task at this stage is analyzing the client’s competitors and searching for quality sites and directories with high domain authority for placing links. It is this approach that allows us to achieve our SEO goals. 

We are proud of the link building results we achieved for this project:

graph with growth in referring domains from 3 aug 19 to nowgraph that shows growth in referring domains until 31 aug 21

THE NUMBER OF ORGANIC KEYWORDS INCREASED BY 160%

Increasing the number of organic keywords is one of the main goals of any website promotion. The more organic keywords you have, the more quality traffic your website gets. So, what are organic keywords exactly? 

Organic keywords are phrases that people type in the search bar when looking for products and services they need. All keywords for promotion should be selected and approved in the process of creating a semantic core. Your further progress depends on how well the queries have been chosen.

When we started publishing new SEO texts about the client’s Breckenridge equipment rental business, sport equipment in general, and other topics, as well as optimizing the existing content, search engines began indexing the client’s site, which lead to more traffic coming in from the relevant queries. Look at this graph:

graph showing how the site’s organic traffic grew with mark on 2 aug 19graph showing how the site’s organic traffic grew with mark on 29 aug 21

Yes, the growth in the overall number of organic keywords is a good sign, but the keyword quantity in the TOP 3 and TOP 4-10 positions is of even bigger importance. These are the searches that bring us the most leads and sales. 

  • Organic keywords in the TOP 3 positions improved by 171%
  • Organic keywords in the TOP 4-10 positions increased by 104%

graph showing the growth in organic keywords in the top 10

We don’t just sit back and relax after developing the initial SEO strategy. We are always looking for ways to achieve better results for our clients and run regular competitor analyses to improve the positions of all keywords. This is what smart SEO should do when promoting a seasonal business such as a ski rental. Below you can see the list of keywords that bring the most traffic to the site:

screenshot of the list of keywords that bring the most traffic to the client’s site

ORGANIC TRAFFIC INCREASED BY OVER 120%

One of the main goals of any SEO promotion is to increase organic traffic. In the screenshot below, we compared sessions, users, and pageviews at the beginning of the contract in August 2019 and now, two years later. As you can see, all indicators have grown by over 120%.

graph that compares the dynamic of organic traffic growth in august 2019 vs 2021

This key factor in this SEO project is its seasonal nature: in winter, the client provides snowboarding and skiing equipment, and in summer, it is bike rental. 

The organic traffic has grown by 86% when comparing the latest winter season with the previous season.

graph comparing organic traffic growth in dec to feb 2019 vs 2021

Before we got to work on the project, the client did not have any content dedicated to the summer activity - bicycles. Now that we added texts about their summer equipment, we saw a good increase in organic traffic - 180% - compared to before.

graph showing the growth in organic traffic in jun to aug 2019 vs 2021

The client now has a sufficient amount of traffic channels: visitors come to the client's website via direct searches, referral links, and social media sites. Still, the main channel for attracting visitors is free organic traffic, meaning that the SEO campaign has been successful.

pie chart showing channels of traffic to client’s site

CONVERSION RATE INCREASED BY 74%

One of the main goals of the SEO project for our Breckenridge equipment rental site was to improve lead generation, meaning to increase the number of sport fans who turn from simple visitors to customers. After adding conversion blocks to the site, optimizing the mobile version of the site, and increasing the loading speed, conversion rates have seen a major boost. The screenshot below compares the conversion results for the last year with the previous year. 

graph that compares how conversions improved in 2020 vs 2021

MOBILE OPTIMIZATION IS A KEY PROMOTION FACTOR

In 2020, Google announced that they would start prioritizing mobile versions over desktop versions of websites for indexing. With that in mind, we optimized the client’s web adaptivity and created content that looks good on any device. 

screenshot of mobile version of the site and results of test saying the page is mobile-friendly

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LOCAL SEO AND OTHER ADDITIONAL SERVICES

Google My Business is an effective promotional tool for local ski rental and other businesses. Naturally, our SEO team could not ignore it. A GMB profile is your key to local users as special sections of the results page show companies closest to the user first. The more content you add to your profile, the better you will inform potential customers about your products and services. We optimized the client’s GMB account, and the first results came soon. 

Here is the client’s data chart:

pie chart showing where total searches come from: directed, discovery, or branded

After creating and optimizing a profile for the client in Google My Business, we managed to attract additional traffic to the site with visits directly from the Google results page.

tricolor graph showing changes in customer actions on the site

IMPROVE SEO FOR YOUR SKI & BIKE RENTAL SITE

As a result of our SEO efforts, we not only achieved our original goals for the client’s sport equipment rental site but surpassed them. We are continuing to work on the site and will do everything we can to bring even more results for our client.

Attracting new visitors to a business is not an easy task for those of us who know nothing about SEO. We at Direct Line Development always keep track of the latest advancements in SEO and use only SEO best practices to ensure superior results for our clients. Thanks to our progressive approach and professional work ethic, we manage to achieve good results for even the most complex web promotion projects.

If you think that your business performance and efficiency leave much to be desired, get in touch with our team. We will help you get ahead of your digital enemies and take the lead in your industry.

Explore the Difference of a Customized Approach

Want a skilled and dedicated team of web and SEO masters to work towards achieving your business goals? Contact Direct Line Development and get a personalized offer.
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Testimonials

Jason Parisi

I had a vision for my website based on my market and competition, Direct Line was able to help me to bring it to life while working around my schedule. They went above and beyond in the latter stages as I continued to have new ideas. I would recommend them to any company trying to generate more business from the web.

Sean McCabe

DLD helped make Speed Raceway the first Indoor Electric Go Karting facility in the country with Event Booking Online. It was a pleasure working with Ben, Anna and Greg. Excellent service, great price, top notch website design. Very creative thinkers.

Steve Giroux

Very happy with the finished product — everyone was helpful and delivered what they promised. Highly recommend!

Artur Oganov

I have been working with Direct Line Development for years now. I have worked with them on a large number of projects and have suggested the company to a number of friends. These guys know what they are talking about. Definitely my only choice when it comes to web and SEO. Definitely recommend!

Hanan Fishman

I cannot recommend Direct Line strongly enough. This is an organization rarely found in the market today for any product. They are knowledgeable and provide fantastic customer service at incredible prices. In short, they offer price, quality and delivery - the holy trinity of value. They consistently under promise and over deliver. I would recommend them to any business looking to launch or revamp their web presence.

Ray Goettner

It was a great experience working with Direct Line Development. Their staff was helpful and responsive and the project they completed for us was exactly what we wanted! They even went above and beyond what we asked of them when they came out to take pictures as well as making certain that we did not lose our domain when we transferred to them. I would definitely refer them to any business!

Sandra Steinfield

I used this company to design my website. They were very professional. They were very responsive to all of my concerns. They did a great job.

Pamela Newcomer

Direct Line Development has been a godsend to us! We were previously working with another company who had just given up on us and refused to update or care for our website. Direct Line worked with us one on one to deliver a professional website that has an attractive modern look and is user-friendly. Since the website upgrade with Direct Line, we have noticed an increase in calls and website emails requesting reservations to our restaurant. We could not be more happy with their services and would definitely recommend Direct Line to everyone

Ethleen Sawyerr

I am beyond pleased with the level of professionalism, and the caliber of work produced by Direct Line Development in creating a landing page for my business. Anna walked me through the entire process, and offered honest, constructive feedback to help me make the best decisions regarding the final product. I would recommend using Direct Line Development for all of your business or personal web development needs

Panayiotis Pattichis

Everything works perfectly :) The website design is amazing, easy to understand and I am very satisfied.
The whole website looks very professional and I think this can help me gain more trust from my clients :)

Jeff Morgan

Direct Line did a great job on adaptive design for our mobile and web site, the core for our donor communications.
With their templates, we are now able to keep our content fresh and continue to improve.

Yana Albrecht

I'm extremely impressed with the customer service and the website redesign that DirectLine's developers have done for me. They were able to bring my vision to life in a short amount of time. Every email was answered in full and very quickly. All my customers love my new website and that's what is most important. My website became more useful, more informative, and completely adaptive. Today, most of my customers open my website from phones and tablets, so the adaptive design became a wonderful solution! Great customized CMS, beautiful pictures and videos.. You guys made a miracle happen for me!

Adam O'Connor

They have absolutely helped my business grow. It takes work to get top placement on the internet. They helped with that. They helped to redo the web site and overcame obstacles that others could not overcome. I can say that this has worked for me and my business. This is an investment that I will get back in time and probably already have in the type of customers that find and hire me. Thank you Direct Line.

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