Skiing in Val Thorens

Challenge + Goal

Erna Low needed to capture organic search traffic during the peak ski booking season (October–December) for one of their highest-value French destinations, Val Thorens. The existing destination pages lacked authority and depth, failing to convert users searching for detailed activity-specific information (e.g. 'Val Thorens family slopes', 'best time to ski Val Thorens').

Develop a comprehensive, SEO-optimised guide that provides genuine value to a prospective customer ready to book, establishing Erna Low as the definitive information source and driving qualified leads to the sales team.

Role + Process

• Keyword Strategy: Conducted deep-dive keyword research, targeting high-volume, low-difficulty long-tail terms such as 'Val Thorens for beginners', 'non-ski activities Val Thorens', and 'best luxury accommodation Val Thorens'.

• Structural Planning: Created a detailed content outline ensuring optimal keyword placement, internal linking to relevant booking pages, and satisfying user intent across all stages of the travel planning funnel.

• Expert Writing: Authored the 2,500-word guide, utilising a persuasive, informative tone that balanced resort facts with genuine travel inspiration and insight.

• Client Collaboration: Integrated commercial needs (e.g., highlighting specific Erna Low property types) seamlessly into the editorial narrative.

Results

• Achieved a 210% increase in organic traffic to the Val Thorens destination page within the first six months post-publication (compared to the previous six months).

• Secured a Page 1 ranking for the target term 'Val Thorens best family slopes', outpacing several large competitors.

• The guide converted qualified users at a 4.5% rate (measured by clicks to 'Enquire Now' buttons), establishing it as a top-performing commercial content asset.