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MKTG3506-无代写
时间：2024-04-10
MKTG3506: Digital
Marketing and Social Media
SEO Content Audit
Semester 1, 2023
Tutorial 07
Key Content Gap 1: E-Bikes
E-bikes or electric bikes, which include an electric motor to assist with propulsion, have seen a recent
surge in popularity, with sales increasing by 800% from 2016–2021 in Australia (Kennedy, 2021).
This trend is expected to continue moving forward, with global sales volume predicted to grow from
3.7 million in 2019 to 17 million in 2030 (Reid, 2021). Sales were initially boosted by the Covid
pandemic, as consumers looked for socially distant ways of exercising and commuting, with e bike
sales outperforming push bikes and cars (Stewart & Ramachandran, 2022). Even as the pandemic
subsided, e-bike sales remained high, as consumers were attracted to an environmentally sustainable
option for transport and exercise that isn’t subject to high fuel prices (Toll, 2021).
Planet Cycles is deeply involved in the e-bike industry, offering a large variety of e-bikes for sale, as
well as several packages for specialised e-bike servicing such as software updates or fixing problems
with the wiring. These products and services, however, are not effectively optimised for search
engines, with the store not showing up at all on the first page for searches of “E-bikes”, “E-bikes
Brisbane”, or “E-bikes Westend” in Google’s search engine. Additionally, Planet Cycles does not
show up on the first page for “E-bike service”, “E-bike service Brisbane”, or “E-bike service
Westend”.
Key content gap 2: Maintenance, Repair and Servicing
There has been a growing interest amongst consumers to maintain and repair their products instead of
buying new, with 53% claiming to have repaired rather than replaced an item recently (Deloitte,
2022). This is driven by a growing concern for sustainability (Rogers, 2021), as well as more budget
minded consumption (Butler, 2022). Repair and maintenance services make up 15.1% of revenue for
businesses in the bicycle retailing and repair industry in Australia (IBISWorld, 2023), making the
effective marketing of products and services that allow consumers to repair rather than buy new an
important consideration for businesses.
Planet Cycles offers multiple products and services for bike maintenance and repair. Customers can
book a specialised bike service to address issues ranging from punctured tires to faulty gears.
Customers can also purchase equipment to make their own repairs such as tire sealant for punctures,
or a new seat. Further, Planet Cycles also recently hosted a “Maintenance Night” event, where
attendees learnt about best practises for maintaining their bikes, as announced on the Instagram and
Facebook pages. These products and services are not effectively optimised for search engines, and
Planet Cycles does not show up on the first page for Google searches such as “Bike service”, “Bike
repair”, “Bike puncture repair”, or any alternative of those searches using locations such as
“Brisbane” or “Westend”.
Keywords: content gap 1:
To fill content gap 1 an e-bike section should be created which will include all relevant e-bike
products and services. E-bike, e bike and electric bike all refer to the same product, however, electric
bike was shown to have by far the largest search volume and traffic (see excel: Data Analysis Content
Gap 1). Electric bike was therefore chosen as the primary keyword.
Two subsections with secondary keywords should also be created for firstly the e-bikes sold by Planet
Cycles, and secondly for specialised e-bike servicing. For the first section, using e-bike brands Tero,
Vado and Kenevo as the secondary keyword was considered, however Vado’s seach volume and
traffic was relatively low at 400 and 0 respectively (Planet Cycles data), and there was no data for the
other brands. Instead, e-bike categories “Mountain” and “Hybrid” were used, which each had
relatively high volume and traffic. The category “everyday” which has a similar meaning to hybrid
was considered, however there was no data on the keyword.
When choosing a secondary keyword for e-bike servicing, the words “servicing and “repair” were
chosen, as they had high volume and traffic (see keywords: Content Gap 2 for explanation).
Keywords: Content Gap 2
To fill the ‘maintenance, repairs and servicing’ content gap in Planet Cycles’ website a new section
should be created. This will act a hub for all related products and services already offered by Planet
Cycles, which would each have their own subsection and secondary keyword, with the three
subsections been (1) bike servicing, (2) bike parts for repair and maintenance, and (3) information on
maintenance best practices. The 99 Bikes keyword data was used to find the best primary and
secondary keywords. Using the filter function searches containing related words to the above sections
were isolated and ranked by volume (see excel: Data Analysis Content Gap 2).
It was found that searches containing the words: Repair, Servicing, Parts, and Maintenance had the
highest volume as well as high traffic. These words were chosen as the primary keyword of the
section; however, it should be noted that they all had relatively high cost per click values.
Regarding the secondary keywords for the three subsections, for the first subsection “Service” was
found to generate more traffic rather than “Servicing”. Additionally, the most common bike issue
people were searching for was “punctures”, followed by “Electric Bike Servicing”, so these were
chosen to be included in the secondary keyword. Further, the word “Repair” was by far the most
common search of all the related keywords analysed and should therefore be included in all relevant
keywords. For the actual content in this section, much of the content already present in the “servicing”
section of Planet Cycles’ website should be repurposed.
For the second section, bike parts, punctures were again a popular search, and of the categories of
parts available on Planet Cycles’ website, “chains” and “seats” generated the most traffic. This section
will largely repurpose content from the “Equipment” section of the actual website including bike parts
but leaving out shoes, apparel, and some accessories.
In terms of the last section, content from the “Maintenance Night” event could be repurposed. The
phrases “How to” and the word “guide” were found in analysis to have high volume and traffic and
should therefore be combined in this keyword.
Page Brief Exemplar 1
Our Bikes | Mountain and Hybrid Bikes
Electric Bike Service and Repair
Bike Repair | Servicing, Parts, and Maintenance
Bike Service | Puncture Repair, Electric Bikes and More
Bike Parts | Puncture Repair, Chains, Seats and More
How to? Guide for Bike Maintenance
References
Marketing and Social Media
SEO Content Audit
Semester 1, 2023
Tutorial 07
Key Content Gap 1: E-Bikes
E-bikes or electric bikes, which include an electric motor to assist with propulsion, have seen a recent
surge in popularity, with sales increasing by 800% from 2016–2021 in Australia (Kennedy, 2021).
This trend is expected to continue moving forward, with global sales volume predicted to grow from
3.7 million in 2019 to 17 million in 2030 (Reid, 2021). Sales were initially boosted by the Covid
pandemic, as consumers looked for socially distant ways of exercising and commuting, with e bike
sales outperforming push bikes and cars (Stewart & Ramachandran, 2022). Even as the pandemic
subsided, e-bike sales remained high, as consumers were attracted to an environmentally sustainable
option for transport and exercise that isn’t subject to high fuel prices (Toll, 2021).
Planet Cycles is deeply involved in the e-bike industry, offering a large variety of e-bikes for sale, as
well as several packages for specialised e-bike servicing such as software updates or fixing problems
with the wiring. These products and services, however, are not effectively optimised for search
engines, with the store not showing up at all on the first page for searches of “E-bikes”, “E-bikes
Brisbane”, or “E-bikes Westend” in Google’s search engine. Additionally, Planet Cycles does not
show up on the first page for “E-bike service”, “E-bike service Brisbane”, or “E-bike service
Westend”.
Key content gap 2: Maintenance, Repair and Servicing
There has been a growing interest amongst consumers to maintain and repair their products instead of
buying new, with 53% claiming to have repaired rather than replaced an item recently (Deloitte,
2022). This is driven by a growing concern for sustainability (Rogers, 2021), as well as more budget
minded consumption (Butler, 2022). Repair and maintenance services make up 15.1% of revenue for
businesses in the bicycle retailing and repair industry in Australia (IBISWorld, 2023), making the
effective marketing of products and services that allow consumers to repair rather than buy new an
important consideration for businesses.
Planet Cycles offers multiple products and services for bike maintenance and repair. Customers can
book a specialised bike service to address issues ranging from punctured tires to faulty gears.
Customers can also purchase equipment to make their own repairs such as tire sealant for punctures,
or a new seat. Further, Planet Cycles also recently hosted a “Maintenance Night” event, where
attendees learnt about best practises for maintaining their bikes, as announced on the Instagram and
Facebook pages. These products and services are not effectively optimised for search engines, and
Planet Cycles does not show up on the first page for Google searches such as “Bike service”, “Bike
repair”, “Bike puncture repair”, or any alternative of those searches using locations such as
“Brisbane” or “Westend”.
Keywords: content gap 1:
To fill content gap 1 an e-bike section should be created which will include all relevant e-bike
products and services. E-bike, e bike and electric bike all refer to the same product, however, electric
bike was shown to have by far the largest search volume and traffic (see excel: Data Analysis Content
Gap 1). Electric bike was therefore chosen as the primary keyword.
Two subsections with secondary keywords should also be created for firstly the e-bikes sold by Planet
Cycles, and secondly for specialised e-bike servicing. For the first section, using e-bike brands Tero,
Vado and Kenevo as the secondary keyword was considered, however Vado’s seach volume and
traffic was relatively low at 400 and 0 respectively (Planet Cycles data), and there was no data for the
other brands. Instead, e-bike categories “Mountain” and “Hybrid” were used, which each had
relatively high volume and traffic. The category “everyday” which has a similar meaning to hybrid
was considered, however there was no data on the keyword.
When choosing a secondary keyword for e-bike servicing, the words “servicing and “repair” were
chosen, as they had high volume and traffic (see keywords: Content Gap 2 for explanation).
Keywords: Content Gap 2
To fill the ‘maintenance, repairs and servicing’ content gap in Planet Cycles’ website a new section
should be created. This will act a hub for all related products and services already offered by Planet
Cycles, which would each have their own subsection and secondary keyword, with the three
subsections been (1) bike servicing, (2) bike parts for repair and maintenance, and (3) information on
maintenance best practices. The 99 Bikes keyword data was used to find the best primary and
secondary keywords. Using the filter function searches containing related words to the above sections
were isolated and ranked by volume (see excel: Data Analysis Content Gap 2).
It was found that searches containing the words: Repair, Servicing, Parts, and Maintenance had the
highest volume as well as high traffic. These words were chosen as the primary keyword of the
section; however, it should be noted that they all had relatively high cost per click values.
Regarding the secondary keywords for the three subsections, for the first subsection “Service” was
found to generate more traffic rather than “Servicing”. Additionally, the most common bike issue
people were searching for was “punctures”, followed by “Electric Bike Servicing”, so these were
chosen to be included in the secondary keyword. Further, the word “Repair” was by far the most
common search of all the related keywords analysed and should therefore be included in all relevant
keywords. For the actual content in this section, much of the content already present in the “servicing”
section of Planet Cycles’ website should be repurposed.
For the second section, bike parts, punctures were again a popular search, and of the categories of
parts available on Planet Cycles’ website, “chains” and “seats” generated the most traffic. This section
will largely repurpose content from the “Equipment” section of the actual website including bike parts
but leaving out shoes, apparel, and some accessories.
In terms of the last section, content from the “Maintenance Night” event could be repurposed. The
phrases “How to” and the word “guide” were found in analysis to have high volume and traffic and
should therefore be combined in this keyword.
Page Brief Exemplar 1
Primary keyword
Electric Bikes
Our Bikes | Mountain and Hybrid Bikes
Whether you’re hitting the trail or commuting to work, we have a range of electric bikes to suit your
needs!
Our Bikes
TERO 3.0 ST
TERO 3.0
TERO 5.0
VADO 3.0 …[more]
Electric Bike Service and Repair
To ensure your electric bike has a long life and will function properly its needs to be serviced
regularly. Let our expert team of technicians help with that! Choose from a range of Servicing
options.
Click to Book a Service Appointment
Which services would you like to book?
Electric bike software upda
Service package: E-bike annual service
Service Package: E-bike 6-monthly service
Service Package: E-bike Mountain …[more]
Page Brief Exemplar 2
Primary keyword
Bike Repair | Servicing, Parts, and Maintenance
Secondary keywords
(These keywords would be presented as subsections of the larger Bike Repair section)
Bike Service | Puncture Repair, Electric Bikes and More
Click to Book a Service Appointment
Book an appointment with our friendly and experienced service technicians. We offer a range of
service options from a simple check up to a major overhaul, and even offer specialised E-bike
services. We know how difficult it can be without a bike, so we aim to get you back out there as soon
as possible!
Which services would you like to book?
Brakes – Brake bleed, Install and adjust brake pads
Bike Fit – Clean fitting, dynamic sizing, Pre purchase sizing, saddle fitment
Wheels – …[more]
Bike Parts | Puncture Repair, Chains, Seats and More
Best sellers: Tire Sealant | Big Roller Tire | Bridge Comp Seat
Repairing and maintaining your bike on your own can be a great way to save time and money, as well
as learn more about your bike and cycling. Let us help you with that! We offer a range of products for
DIY maintenance and repairs.
Categories
Bar Tape
Seats
Kickstand
Wheels
Handlebar
Chain
Handpump
Frame bag…[more]
How to? Guide for Bike Maintenance
Basic bike maintenance can sometimes feel dauting, but with the right knowledge it can be easy and
even fun! Regular maintenance can keep you safe, prolong your bikes life, and prevent unexpected
breakdowns. Learn from our expert team how to best take care of your bike.
Topics
Fitting a new tube
How to check your chain
Lubing chain and benefits
Cleaning bike / cables
Brake adjustment and feel…[more]
References
Kennedy, E. (2021, July 25). Illegal e-bikes reaching 100kph-plus speeds as they take off as
alternate commute. ABC News. Retrieved April 19, 2023, from
https://www.abc.net.au/news/2021-07-25/e-bike-market-booms-but-safety-concerns-
rise/100318382
Reid, C. (2021, December 10). E-bike sales to grow from 3.7 million to 17 million per year
by 2030, forecast industry experts. Forbes. Retrieved April 23, 2023, from
https://www.forbes.com/sites/carltonreid/2020/12/02/e-bike-sales-to-grow-from-37-
million-to-17-million-per-year-by-2030-forecast-industry-experts/?sh=c1dbeb12876b
Stewart, D., & Ramachandran, K. (2022, March 31). Micromobility with e-bikes. Deloitte
Insights. Retrieved April 23, 2023, from
https://www2.deloitte.com/us/en/insights/industry/technology/smart-micromobility-e-
bikes.html
Toll, M. (2021, October 5). Electric bicycle sales are growing 16x faster than general
cycling. here's why. Electrek. Retrieved April 23, 2023, from
https://electrek.co/2021/10/05/electric-bicycle-sales-are-growing16x-higher-than-
general-cycling-heres-why/
Deloitte. (2022, July). Sustainability & Consumer Behaviour 2022. How consumers are
embracing sustainability. Retrieved April 23, 2023, from
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-
consumer.html
Rogers, K. (2021, November 17). People are moving on; be part of their normal. Future
Consumer Index. Retrieved April 23, 2023, from
https://www.ey.com/en_om/consumer-products-retail/as-consumers-move-on-stay-
close
Butler, S. (2022, November 8). The trend to mend: How repair shops are leading a fixing
revolution. The Guardian. Retrieved April 23, 2023, from
https://www.theguardian.com/business/2022/nov/08/the-trend-to-mend-how-repair-
shops-are-leading-a-fixing-revolution
IBISWorld. (2023, March 17). Industry market research, reports, and Statistics. Bicycle
Retailing and Repair in Australia - Market Research Report. Retrieved April 23, 2023,
from https://www.ibisworld.com/au/industry/bicycle-retailing-repair/5492/
