Heidi Digital Strategy, SEO

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.

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.