99 Bikes

01 - Challenge

The challenge

99 Bikes is one of Australia's largest bicycle retailers. Founded in Brisbane in 2007, the brand has grown rapidly with over 60 stores nationwide, offering bikes, accessories, and expert service for riders of all levels. As a national retailer with strong brand recognition, 99 Bikes already ranked well for branded terms. However, the site was underperforming in non-branded, intent-driven searches like "mountain bike" or "bike shop near me", queries that signal high commercial intent from new customers. The opportunity was clear: capture more new-to-brand customers searching for bikes, locations, and product types across Australia.

02 - Approach

How we ran the program

1. 01

   High-intent keyword targeting

   We prioritised non-branded keywords that directly aligned with customer intent, such as "gravel bike", "mountain bike" and "bike shop". These terms were mapped to product categories and improved through SEO copywriting, technical optimisation, and internal linking.

2. 02

   Collection pages by product type

   Dedicated landing pages were created for key product segments (e.g. road, gravel, kids' bikes), each optimised for specific modifiers like "best", "lightweight" and "affordable". Supporting content was layered with FAQs, H2s, and product schema to enhance SERP eligibility.

3. 03

   Local SEO enhancements

   To win in hyper-competitive "bike shop near me" and geo-based searches, we rolled out enhancements to the store locator and added structured data for local business listings. The goal: dominate both national and local organic visibility.

03 - Outcome

The outcome

In 4 months, 99 Bikes saw a measurable lift in non-branded keyword rankings, increased local visibility, and a strong rise in new organic users across the country. Organic clicks increased by nearly 25% while impressions grew by over 60%, indicating stronger visibility across broader, more competitive search terms. Multiple product category pages now rank #1 nationwide, and the site consistently appears in top positions for high-intent queries. Revenue from organic traffic increased by 29%, reflecting higher-value user engagement. The takeaway: prioritising non-branded search terms is critical for expanding beyond loyal customers and reaching first-time buyers, turning SEO into a national customer acquisition engine that drives traffic from real buyers, not just brand fans.