Case Study

99 Bikes

SEO Revenue Growth Campaign

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.

Generated in 4 Months

TL;DR

Significant uplift in traffic from high-intent, non-branded keywords like “bike shop,” “gravel bike,” and “kids bike”
#1 rankings achieved for several major product categories across Australia
Local SEO updates improved visibility in competitive “near me” and geo-intent searches
25% growth in total organic clicks and 64% increase in impressions year-on-year
EO has become a key acquisition channel across both national and local 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.

1. 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. 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. 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.

Over 12 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.

Despite average position declining slightly (due to targeting broader SERPs), actual traffic performance surged—proving the expansion was both effective and strategic.

Prioritising non-branded search terms is critical for expanding beyond loyal customers and reaching first-time buyers

Local SEO and store-specific enhancements are powerful levers for multi-location retailers seeking to win “near me” searches

Building intent-driven category pages with structured schema, FAQs, and UX improvements boosts both rankings and conversion readiness

Strategic keyword expansion can lower average position but still increase traffic if targeting high-volume SERPs intentionally

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.

Real Results, Real Clients

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