Ranking for the season, not the year

Every booking came through a marketplace that charged fifteen percent and owned the customer relationship. The company's own site ranked for its own name and essentially nothing else.

The deeper issue was seasonality. Demand for the Laurentians swings hard between ski season and summer, and the site treated both as one undifferentiated offering, so it competed for nothing in particular all year round.

We rebuilt the site around how people plan a trip: by season, by group size, and by the thing they want to be near. Each property gained a page that answers the questions guests actually ask, distance to the lifts, whether the road is plowed, whether the hot tub runs in January.

Seasonal landing pages go live two months before each season and stay published year-round so they accumulate authority instead of starting from zero every year. Property and review structured data went in throughout, along with a proper availability feed so search results show real dates.

Direct bookings roughly doubled over nine months, and marketplace commission fell by about half as a share of revenue.

The seasonal pages now rank in the first three results for their winter terms, which is where the margin is. The company still lists on the marketplace, but it is now the second channel rather than the only one.