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.
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.
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.
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.
Prioritising non-branded search terms is critical for expanding beyond loyal customers and reaching first-time buyers
Final word
For 99 Bikes, this was a case of turning SEO into a national customer acquisition engine—one that drives traffic from real buyers, not just brand fans. Through technical optimisation, strategic keyword targeting, and local SEO execution, we helped them dominate some of the most competitive retail search terms in Australia.
Want to know what this could look like for your brand? Let’s talk.
