How London Ski Co went from zero visibility to #1 on Google and 88% AI visibility for designer ski wear

The challenge

London Ski Co is an independent designer ski wear retailer with three London shops, up against department stores and global luxury marketplaces such as Selfridges, Harrods, Flannels and Farfetch. In March 2026 it had zero visibility across the designer ski wear cluster: none of the 42 designer ski searches we track was in Google's top 100, and AI assistants didn't name it. People looking for designer ski wear online simply weren't finding it.

What we did

We focused on one cluster: designer ski wear, from jackets and goggles to base layers and accessories. We redesigned the homepage, collection pages and product pages around how people search for designer ski wear, gave each of the three shops its own page, secured stockist links from brands such as Hestra, Krimson Klover and Fera, and built placements on the ski and lifestyle titles that Google and AI assistants read for the category, each pointing at the matching collection page. At its best so far, on 30 October 2026, London Ski Co had 32 designer ski searches on page 1 of Google UK and 16 in the top three, and it ranks first for "designer ski goggles". By 26 October 2026, ChatGPT, Perplexity, Gemini and Claude named London Ski Co in 88% of the buyer questions we track. And it's showing in sales: online sales in the four weeks to 10 November were 2.7 times the same weeks last year, with 1.9 times the orders.