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.
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.
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.
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.
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.
Our clients have achieved incredible results with help from the Gurus. See the numbesr for yourself!
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