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Bicycle Superstore

How Bicycle Superstore Increased Their Retail Market Share with SEO

stat-keyword

1024%

Increase in organic conversions, in 12 months
stat-sales

422%

Increase in organic traffic, in 12 months
stat-roi

824%

Organic revenue growth, in 12 months
stat-leads

64%

Increase in Top 3 keyword rankings, in 12 months

The challenge

Bicycle Superstore is the home of bike culture in Victoria with 8+ years of experience in professional and recreational cycling. With 7 convenient stores located in Melbourne and Geelong, they’re the go-to local specialists for leading bike brands, accessories and components. 

The proudly Australian-owned and operated business was looking to gain an edge in a fiercely-dominated local and national retail and repair market. Their website lacked authority, and an unnatural backlink profile had the potential to hinder their site’s performance. 

Due to COVID-19, the brand simultaneously needed a strong hyper-targeted local SEO campaign paired with an eCommerce strategy. Family kids and recreational markets in Victoria were their key focus. Due to the majority of clothing, accessories, parts, etc. able to be shipped nationally, our strategy for these kinds of products needed to be adjusted, particularly for Search. Product and category page optimisation would become a central part of the brand’s growth strategy.

That’s where OMG and our data-driven search strategy came into play. We engineered a laser-focused SEO game plan that included strategy development, website optimisations, and growing their local, regional and national presence. Providing data-driven strategy and supported campaigns for our clients based on authority, relevance and technical execution is a fundamental service line for our enterprise clients with multiple locations and ambitious growth goals. 

Key problems

  • Needed to gain an edge in a highly competitive landscape where large powerful retailers dominate the market.
  • Didn’t rank as well online for location and product keyword-based phrases, especially against the larger national players that had been around for longer and had strong backlink profiles.
  • Wanted to increase market share beyond their store locations in larger states including New South Wales and Queensland with a strong eCommerce strategy.
Case study date 08 February 2021

Our Approach.

Data is at the heart of what we do. To start with, we analysed the site's internal and external environment to understand the capabilities, customers, and business environment. Bicycle Superstore needed to gain an edge in a highly competitive landscape where large powerful retailers dominate the market. Their website needed a comprehensive technical SEO, onsite SEO, offsite SEO, and content strategy to put some big wins on the board. 

  • Increase organic traffic through brand and product pages.
  • Increase visibility and rankings for location + product keyword phrases.
  • Increase conversions through optimising content and information architecture.
  • Increase authority, brand awareness and Bicycle Superstore’s local perception.
Bicycle Super Store Flying Laptop

Breaking down a winning digital strategy.

01

Gaining a competitive edge with site authority

Bicycle Superstore needed to gain an edge in a highly competitive landscape where large powerful retailers dominate the market. Their website lacked authority, and an unnatural backlink profile had the potential to hinder their site’s performance. Our SEO Gurus set to work on a backlink acquisition strategy to increase site authority.

02

Optimising content and information architecture to increase market share

The remaining challenge was how to increase market share beyond their store locations. By increasing content and optimising information architecture, we aimed to drive traffic and transactions via product and brand pages for bike parts and apparel. This allowed them to grow revenue in larger states including New South Wales and Queensland.

03

Boosting visibility and brand awareness with on-page SEO

With big players dominating the Australian market, ranking on page 1 wouldn’t be enough. Bicycle Superstore needed to move into the top 3 positions to increase brand recognition, traffic, and sales. The original objectives of the campaign were not only met but surpassed with a 64% increase in the number of target keywords ranking in the top 3 over 12 months.

Location and keyword phrases including ‘[location] + bike type’, ‘[location] + [brand]’, and ‘[location] + bike repairs’, all started to show significant improvements in both traditional search results and maps listings. This led to 1573% increased traffic to location pages, improved brand and category page rankings, and a 6816% organic revenue increase from store pages, as well as workshop enquiries.

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