Business Summary & Challenges

This micro case study highlights the measurable SEO impact achieved for The Ski Monster by restructuring content, improving crawl efficiency, and aligning organic traffic with commercial intent. The focus is on before vs after performance, not tactics or theory.

The Ski Monster® is a 10+ year old American enterprise focused on reconciling a huge market gap in the retail experience for skiers and snowboarders.  They have grown to become well known in the industry and famous for caring that their customers find the right winter gear.

It’s a very seasonal business, obviously. The client has invested a fair amount of marketing budget into their online presence, as well as some basic SEO before approaching us.

One of the challenges we were presented with was the organic rankings and organic traffic under-performance year after year. Even worse, under-performance continued even throughout what were supposed to be peak months, and there were many contributing factors to this!

Core challenge: under-performing non-branded organic lead acquisition online, in contrast to strong offline authority.

Timeframe: Early 2025, pre-optimization

ORGANIC VISIBILITY

• Average weekly organic traffic: ~6,000–7,000 visits
• Page 1 keyword count (positions 1–10): ~1,200 keywords
• Top 3 keyword positions: ~180 keywords
• Visibility heavily skewed toward branded queries

SEARCH CONSOLE PERFORMANCE

• Average impressions per day: ~35,000–40,000
• Average CTR: ~0.8–1.0%
• Average position: ~18–22

TRAFFIC COMPOSITION

• Branded traffic: ~65–70% of organic sessions
• Informational queries with weak commercial pathways
• Limited rankings for “best,” comparison, and buyer-intent terms

COMMERCIAL IMPACT

• Organic conversion rate: ~0.5–0.6%
• Organic traffic contributed inconsistently to revenue
• SEO primarily functioned as a brand-defense channel

The client had prepared a shortlist of products they need to be ranking better for. There were less than 30 top priority products to focus on, which made optimizations faster than we expected.

Switching to Shopify from WordPress last year has been the “best decision” they made in terms of making their online life and transactions easier. However, Shopify comes with its own challenges and requirements, and it comes with a price tag, as well. The platform’s quirks include:

1. A specific site architecture, 
2. More difficulties optimizing page speed
3. Customizing the user experience,
4. Plugin limitations
5. A need for frequent checkups on the health of product pages.

SEO INTERVENTION

Primary changes implemented:

Timeframe: Late 2025 to early 2026

ORGANIC VISIBILITY

• Average weekly organic traffic: ~22,000–29,000 visits
• Page 1 keyword count (positions 1–10): ~1,800+ keywords
• Top 3 keyword positions: 800+ keywords
• Significant growth in non-branded commercial queries

SEARCH CONSOLE PERFORMANCE

• Average impressions per day: ~90,000–110,000
• Average CTR: ~1.5–1.7%
• Average position: ~6–8

TRAFFIC COMPOSITION

• Branded traffic reduced to ~40–45% of organic sessions
• Strong growth in:
  • “Best skis” and “best ski boots” queries
  • Comparison and review-based keywords
  • Sizing and fit-related buyer intent searches

COMMERCIAL IMPACT

• Organic conversion rate: ~1.0–1.3%
• SEO became a consistent revenue-driving channel
• Organic traffic quality improved alongside volume

 

WHY THIS MATTERS:

RESULTS AND KEY TAKEAWAYS

By restructuring expertise into search-aligned content and correcting crawl inefficiencies, The Ski Monster more than tripled organic traffic, quadrupled top-3 keyword visibility, and doubled organic conversion rate without changing platforms or increasing paid spend.

SEO became a predictable, compounding growth channel rather than a defensive necessity.

CONCLUSION

The Ski Monster has been through a hell of a ride in the past year, and we are lucky to have been given the opportunity to make that ride end up in great success.

We definitely enjoy working with willing, responsive and responsible folks like the leadership of Ski Monster. people like the leaders of this company. Our client has been ready from the get-go to help us help them!

To add to that, we included more functionalities to their website which resulted in:

1. Amazingly precise KPI tracking and attribution,
2. Better reputation management (Reviews)
3. A streamlined customer experience throughout the buyer funnel!

If you like how that sounds, give us a call or fill out the discovery form on our website!

Call us at: (206) 800-7756 or, email vlad (at) logicinbound.com to get started today!