Identifying a niche and dominating it in SEO


  • Ranks within top 3 search results for key terms
  • Bounce rate improvement of 14%, year on year
  • Pages per session has increased by 12%, year on year
  • Average session duration has increased by 17%, year on year
  • Website conversion rates have improved by 17% year on year
  • PPC advertising costs reduced by over 30%
  • Cost per booking' decreased by 24%
  • Facebook advertising achieved 1,175,000 impressions, and over 8,000 link clicks

Erna Low Ski Holidays


Erna Low Ski Holidays is the UK’s original ski tour operator, established in 1932. Eight decades on, the company continues to thrive – last season they helped over 14,000 plan and organise their ski trips.

Identifying a niche and dominating it in SEO
Conversion rate +17%
Pages per session +12%

The brief


Our brief was to develop a clear plan which focused on improving the brand visibility on key channels with a focus on delivering good quality traffic to the site.

The strategy


The marketplace Erna Low operates in is complex and increasingly crowded, with competition coming from new ski providers and large, online booking sites like ‘’. The strategy needed to focus on three main objectives; improving search visibility of key landing pages for highly targeted rather than generic ski search terms relevant to the business, increasing brand awareness and, given market seasonality, developing campaigns which could be ‘turned on’ during ‘peak season’ periods.

What we did


A full digital audit was completed which identified technical SEO website issues, which were fixed as a priority. On-going SEO activity then started including high-quality link building, improving navigation, monthly technical SEO reviews and fixes, landing page content optimisations and UX improvements.

PPC campaigns were implemented to promote accommodation capacity during peak season periods increasing awareness, sales and leads. Content and social media activity has led to an in increase brand awareness among target audiences.

We at Erna Low have been delighted with the work undertaken by TDMP on our behalf these past few years. They have not only performed very successfully in improving SEO for our company, but they have worked closely with us to improve commerciality and useability of the site – bringing to us their own unique insight to launch a brand new website, constantly giving excellent personal service and passion to the job.

Joanna Yellowlees-Bound, Erna Low Consultants Ltd