IdidaRide Sled Dog Tours is the Seavey family's dog sled tour and lodging business in Seward, Alaska. The family arrived in Alaska four years after statehood and moved to the Seward homestead in the aftermath of the great Alaska Earthquake. Since 1963 they have won eight Iditarod races, and Mitch Seavey holds the Iditarod speed record of 8 days, 3 hours, 40 minutes and 13 seconds to cover 1,049 miles by dog team. Since 1993 the family has invited guests to the homestead in the off season for dog sled rides and kennel tours.
They sell three tours: the Wilderness Dog Sled Tour, a homestead and kennel visit with a two mile ride around Seward; the Real Alaska Day Tour, which includes Exit Glacier and lunch at the Resurrection Roadhouse; and the Glacier Dog Sled Tour, which flies guests by helicopter to Punchbowl Glacier in Girdwood to mush on snow in summer. They also rent cabins in Seward. We redesigned the site, moved it onto WordPress with booking and photo sales built in, and ran their search and social marketing.
The challenge
IdidaRide needed to funnel people to their tours and lodging and convert those visitors into customers. The lineup is wide: tours run from about 1.5 hours to 6 hours, they are offered in winter and summer, one of them starts with a helicopter flight to a glacier, and cabin rentals sit alongside the tours as a second line of business. Bookings are handled on a third party platform, and tour photos are sold online through the site.
What we did
We redesigned the site and rebuilt it on WordPress, so the Seaveys can add tours, cabins and posts themselves as the business changes.
- Custom responsive design that showcases tours and lodging options
- Booking system connected to the website using the APIs their booking platform provides
- Online photo sales embedded in the site, so customers do not have to leave to buy their tour photos
- A blog where Mitch Seavey, a multi-time Iditarod winner, and Danny Seavey post about the Iditarod and dog sledding, which we then optimize for search engines
- Search engine marketing, with pay per click running on Google, Bing and multiple display platforms
- Graphics, photos and videos for social media covering their brand and sponsors
- Facebook content and monitoring, plus Instagram growth through quality content and engagement
The site still runs on WordPress, with our credit in the footer and content published under our author account.
The results
In the 12 months from September 2025 to August 2026, organic search accounted for 34 percent of the site's online revenue. Engagement rate over the same period was 72 percent, up from 44 percent in the prior 12 months.
Earlier reported results from the engagement:
- Up 15 percent in yearly tour website revenue
- Up 7 percent conversion rate
- Up 275 Instagram followers per month
