Heidi Digital Strategy, SEO
A 93% increase in revenue and over 7000% ROI for an emerging big name in the travel industry
The story so far…
Heidi.com is a uniquely flexible and slick platform for booking skiing holidays on your own terms. Originally a start-up called Ski Zoom, they rebranded to Heidi and sought a team of digital marketing experts who could underpin and reinforce their ambitious growth plan.
Two years on, they’re firmly in acceleration mode, occupying a large gap in the market with plenty of potential for further scale. Our strategic, consultative partnership has helped them get ahead of target for this year, achieving, among other results, a 199% increase in visitors to the site via organic traffic.
Why Optix?
It’s always satisfying when clients come to us via word-of-mouth referral, so we were pleased that the design agency responsible for their rebrand, FutureKings, recommended Optix as their ideal strategic partner. Heidi’s leadership team had already invested heavily in PPC which delivered early marketing success, but they needed to diversify their strategy and capitalise on the tactics that would deliver the most impact, balancing short-term wins with long-term sustainable growth. They selected Optix to help them do just that.
Our Approach
Data always drives our recommendations, and as part of our research, our calculations demonstrated a potential for scale that was bigger than they could have imagined. The PPC work that Heidi had done to date gave us really useful conversion rate metrics which would inform the strategy going forward. Increasing revenue was naturally a priority, and we also identified other metrics to report on that would serve as a roadmap to sustainable, long-term results.
After completing a domain migration and making technical tweaks to the site, we designed a long-term SEO strategy that would drive their growth plan.
We focused on optimising Heidi.com’s destination country and key resort landing pages, working with them to develop the content and update page structure to boost average keyword rankings and drive traffic. As an additional SEO consideration, for the past decade the domain had been a ski apparel e-commerce site, and we were able to maximise the SEO benefits of this while also addressing the challenges. We also worked on the creation of backlinks to the site, supporting Heidi's PR supplier to drive maximum SEO benefit from their national media coverage.
The Optix Solution
Heidi’s founders, and the marketing team they subsequently hired in, were dynamic, ambitious and motivated by success. We built a team around them that we knew would complement this, and once the strategy was in place, progress came quickly.
One of the factors that made our work with Heidi so successful was the way they engaged with us in a real show of teamwork. They were open-minded and willing to trust our recommendations and lean on our expertise. It’s a great example of how Optix’s collaborative, strategic approach and technical excellence can come together to achieve a really fantastic result.
Optix Results
Sep 22 - Feb 23 YoY, all organic traffic:
The client’s view…
“Optix was recommended to us for digital strategy by our brand agency, and as a young business, they had a great offering to help us get established.
Over a year, our organic traffic growth has been significant. Optix offered timely advice, great direction on various content and technical enhancements, as well as some fantastic PR ideas for generating links.”
- Sarah Cramer, Head of Marketing, Heidi”
The Optix view…
“This project really stood out for me because working with such a fast-moving start-up was as exciting as it was challenging. Their willingness to think big and be open-minded to new ideas was key to an impressive set of results for them”.
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