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MKTG3506-无代写
时间：2024-04-10
MKTG3506
SEO CONENT AUDIT
Business Overview
Plant Cycles is an independently owned bicycle store located in Woolloongabba, Brisbane.
Planet Cycles stocks a wide variety of bikes ranging from children’s bikes, right through to the
very same bikes ridden in the Tour De France by professional cyclists (Planet Cycles, 2023)!
The business pride themselves on having a wide range of bicycles available for purchase
including electronic, mountain, road, triathlon, urban and gravel bikes. Planet Cycles also offer
bicycle servicing through their workshop, located on the store premises (Bikes In Stock, 2023).
Due to Plant Cycle’s product and service diversification, the business service a large pool of
customers. However, due to Planet Cycle’s large selection of professional and road bikes, it is
assumed the target clientele are both men and women living in Brisbane, who are experienced
cyclists.
Market Overview
The overall bicycle market in Brisbane is dynamic and diverse, with the market experiencing
significant growth in recent years. In 2020, the bicycle industry contributed over $3.4 billion
to Australia’s gross domestic product, with a total output worth $6.3 billion (Green, 2021).
Brisbane has a relatively active cycling culture, with a growing demand for bikes due to
increased interest in health and fitness amongst residents. Therefore, there are several bike
stores in Brisbane creating a strong competitive environment, with stores ranging from small
independent shops such as Brisbane Bicycle Service to larger business’s such as 99 Bikes.
Some of the most popular bicycle categories for consumers are e-bikes, hybrid bikes, mountain
bikes and children’s bikes, with e-bikes growing in popularity over recent years, due to their
versatility and environmental benefits.
Through just a quick Google search of “Brisbane bike store”, over 21,200,000 results appear,
highlighting the need for effective search engine optimisation for business’s in this competitive
market.
Key Commercial Gaps
In order to optimise Planet Cycles for search engine optimisation, it is firstly important to
analyse the website for key commercial or content gaps. This helps to identify areas where
additional content can be added to improve the website visibility in Google search results.
Although the initial appearance of Planet Cycles website is aesthetic and professional, it does
not fully comply with the necessary criteria for Google search engine optimisation. Firstly,
when searching the website homepage, there is no prominent keywords/headlines that indicate
Planet Cycles have a physical store. Although there is a reference to the business’s workshop,
there is no mention of a location, providing the availability for consumers to purchase the
business’s products and services in person. By Planet Cycles not clearly stating their business
location in the form of keywords, it becomes difficult for search engines to understand where
the business is located, and as a result, the business will not show up in local search results for
bike stores in Brisbane, damaging the business’s competitiveness in the market. The
availability of a servicing workshop within a bike store is a key selling point for Planet Cycles
target market being experienced cyclists and therefore in not highlighting this on the business’s
website, they are failing to attract potential customers.
Therefore, stating that the business has a physical store and workshop in Brisbane using key
words will be highly effective for local search engine optimisation. When Google understands
the geographic location of the business, it is able show users who are searching for bike stores
in Brisbane Planet Cycles website more effectively. This will add commercial value to the
business by attracting more traffic to their website and in turn create more foot traffic to the
physical store, resulting in higher sales. This also improves Planet Cycles website for search
engine optimisation in regards to relevance (as it will relate highly in regards to user’s queries)
and local relevance to determine the business’s proximity to the searchers location.
Another key content gap established when analysing the Planet Cycles website was
establishment of the key product offerings that inherently answers certain types of user intent
to a high level. When clicking through to the “Bikes In Stock” page, users are greeted with an
array of product categories such as all products, bikes, frames, tyres etc. However, due to Planet
Cycles large array of bikes on offer, one category for bikes is very broad, and fails to specify
multiple key product offerings. This makes it difficult for users to quickly identify what specific
products the business sell and specialise in, forcing them to browse through all types of Planet
Cycles bicycle offerings before finding the category of bicycle desired. In doing so, Planet
Cycles are potentially limiting their search engine optimisation through omitting the inclusion
of multiple keywords in regards to specific product offerings.
Instead, it is recommended that the business categorise this large product category further into
mountain bikes, road bikes, children’s bikes etc. In doing so, Planet Cycles will be able to
increase keyword relevance, helping Google to understand the context of the website and the
products on offer, linking Planet Cycles to user queries more effectively. Further detailing the
product categories will also improve user experience, allowing them to quickly find the
products they are looking for, signalling to Google that the website is providing value to users.
Keywords
When conducting a keyword analysis on Planet Cycles against main competitor 99 Bikes, it is
evident that there are several keywords missing from Planet Cycles’s website that can advance
search engine optimisation.
Firstly, Planet Cycles must include keywords in regard to their physical location and bike store.
This is an area that 99 Bikes promote effectively, with the business ranking number one in a
multitude of key words regarding Brisbane bike stores, where Planet Cycles do not rank at all.
When conducting a key word analysis, keywords that 99 Bikes ranked highly in were “Bike
store”, “Bike shops”, “Bike stores near me” and “Bike shop Brisbane”. These keywords had
the highest volume and traffic and are keywords Planet Cycles do not rank in at all. Therefore,
these must be included on the home page of the website, for the most effective search engine
optimisation.
Secondly, it is recommended Planet Cycles update their menu on the “Bikes In Stock” page to
include finer product categories in regards to bikes. This is also an area that 99 Bikes do a lot
more effectively, with a comprehensive menu bar outlining their bike offerings. This addition
of multiple keywords creates strong results in keywords with high volume and traffic of
searches. The highest keywords that 99 Bikes ranked well in were “electric bike”, “mountain
bike”, “kids bikes” and “road bike”. Planet Cycles do not rank in the vast majority of keywords
outlining different models of bikes and therefore should include these in their product menu.
Content Gap 1 – Home Page Optimised For Bike Shop Brisbane
Planet Cycles: Your Premier Bike Shop In Brisbane
Planet Cycles Workshop: Expert Bike Servicing
Discover Us Today! Visit our Store In Woolloongabba
Frequently Asked Questions
What types of bikes do you sell?
What brands do you carry?
Do you offer bike repairs and maintenance services?
What are your store hours?
Do you offer bike fitting services?
Bikes
Electric Bikes
Mountain Bikes
Road Bikes
Triathlon Bikes
Urban Bikes
Kids Bikes
Frames
Tyres
Helmets
Shoes
Apparel
Components
Parts
SEO CONENT AUDIT
Business Overview
Plant Cycles is an independently owned bicycle store located in Woolloongabba, Brisbane.
Planet Cycles stocks a wide variety of bikes ranging from children’s bikes, right through to the
very same bikes ridden in the Tour De France by professional cyclists (Planet Cycles, 2023)!
The business pride themselves on having a wide range of bicycles available for purchase
including electronic, mountain, road, triathlon, urban and gravel bikes. Planet Cycles also offer
bicycle servicing through their workshop, located on the store premises (Bikes In Stock, 2023).
Due to Plant Cycle’s product and service diversification, the business service a large pool of
customers. However, due to Planet Cycle’s large selection of professional and road bikes, it is
assumed the target clientele are both men and women living in Brisbane, who are experienced
cyclists.
Market Overview
The overall bicycle market in Brisbane is dynamic and diverse, with the market experiencing
significant growth in recent years. In 2020, the bicycle industry contributed over $3.4 billion
to Australia’s gross domestic product, with a total output worth $6.3 billion (Green, 2021).
Brisbane has a relatively active cycling culture, with a growing demand for bikes due to
increased interest in health and fitness amongst residents. Therefore, there are several bike
stores in Brisbane creating a strong competitive environment, with stores ranging from small
independent shops such as Brisbane Bicycle Service to larger business’s such as 99 Bikes.
Some of the most popular bicycle categories for consumers are e-bikes, hybrid bikes, mountain
bikes and children’s bikes, with e-bikes growing in popularity over recent years, due to their
versatility and environmental benefits.
Through just a quick Google search of “Brisbane bike store”, over 21,200,000 results appear,
highlighting the need for effective search engine optimisation for business’s in this competitive
market.
Key Commercial Gaps
In order to optimise Planet Cycles for search engine optimisation, it is firstly important to
analyse the website for key commercial or content gaps. This helps to identify areas where
additional content can be added to improve the website visibility in Google search results.
Although the initial appearance of Planet Cycles website is aesthetic and professional, it does
not fully comply with the necessary criteria for Google search engine optimisation. Firstly,
when searching the website homepage, there is no prominent keywords/headlines that indicate
Planet Cycles have a physical store. Although there is a reference to the business’s workshop,
there is no mention of a location, providing the availability for consumers to purchase the
business’s products and services in person. By Planet Cycles not clearly stating their business
location in the form of keywords, it becomes difficult for search engines to understand where
the business is located, and as a result, the business will not show up in local search results for
bike stores in Brisbane, damaging the business’s competitiveness in the market. The
availability of a servicing workshop within a bike store is a key selling point for Planet Cycles
target market being experienced cyclists and therefore in not highlighting this on the business’s
website, they are failing to attract potential customers.
Therefore, stating that the business has a physical store and workshop in Brisbane using key
words will be highly effective for local search engine optimisation. When Google understands
the geographic location of the business, it is able show users who are searching for bike stores
in Brisbane Planet Cycles website more effectively. This will add commercial value to the
business by attracting more traffic to their website and in turn create more foot traffic to the
physical store, resulting in higher sales. This also improves Planet Cycles website for search
engine optimisation in regards to relevance (as it will relate highly in regards to user’s queries)
and local relevance to determine the business’s proximity to the searchers location.
Another key content gap established when analysing the Planet Cycles website was
establishment of the key product offerings that inherently answers certain types of user intent
to a high level. When clicking through to the “Bikes In Stock” page, users are greeted with an
array of product categories such as all products, bikes, frames, tyres etc. However, due to Planet
Cycles large array of bikes on offer, one category for bikes is very broad, and fails to specify
multiple key product offerings. This makes it difficult for users to quickly identify what specific
products the business sell and specialise in, forcing them to browse through all types of Planet
Cycles bicycle offerings before finding the category of bicycle desired. In doing so, Planet
Cycles are potentially limiting their search engine optimisation through omitting the inclusion
of multiple keywords in regards to specific product offerings.
Instead, it is recommended that the business categorise this large product category further into
mountain bikes, road bikes, children’s bikes etc. In doing so, Planet Cycles will be able to
increase keyword relevance, helping Google to understand the context of the website and the
products on offer, linking Planet Cycles to user queries more effectively. Further detailing the
product categories will also improve user experience, allowing them to quickly find the
products they are looking for, signalling to Google that the website is providing value to users.
Keywords
When conducting a keyword analysis on Planet Cycles against main competitor 99 Bikes, it is
evident that there are several keywords missing from Planet Cycles’s website that can advance
search engine optimisation.
Firstly, Planet Cycles must include keywords in regard to their physical location and bike store.
This is an area that 99 Bikes promote effectively, with the business ranking number one in a
multitude of key words regarding Brisbane bike stores, where Planet Cycles do not rank at all.
When conducting a key word analysis, keywords that 99 Bikes ranked highly in were “Bike
store”, “Bike shops”, “Bike stores near me” and “Bike shop Brisbane”. These keywords had
the highest volume and traffic and are keywords Planet Cycles do not rank in at all. Therefore,
these must be included on the home page of the website, for the most effective search engine
optimisation.
Secondly, it is recommended Planet Cycles update their menu on the “Bikes In Stock” page to
include finer product categories in regards to bikes. This is also an area that 99 Bikes do a lot
more effectively, with a comprehensive menu bar outlining their bike offerings. This addition
of multiple keywords creates strong results in keywords with high volume and traffic of
searches. The highest keywords that 99 Bikes ranked well in were “electric bike”, “mountain
bike”, “kids bikes” and “road bike”. Planet Cycles do not rank in the vast majority of keywords
outlining different models of bikes and therefore should include these in their product menu.
Content Gap 1 – Home Page Optimised For Bike Shop Brisbane
Planet Cycles: Your Premier Bike Shop In Brisbane
Planet Cycles is a premier bike store and workshop located in Woolloongabba, Brisbane.
We cater for all cycling needs including children’s bikes right through to the very same bikes
ridden in the Tour De France by professional cyclists!
Explore our wide range of bikes and accessories in-store or online today!
Planet Cycles Workshop: Expert Bike Servicing
Book your ride in with our professional workshop located at our store in Woolloongabba!
Experience top-notch bike servicing from installation of brake pads through to sparkling clean
bikes, trust that our workshop specialists will keep you rolling!
Discover Us Today! Visit our Store In Woolloongabba
Find us on 1 Logan Road in Woolloongabba.
*Include Google Map of Premises
Frequently Asked Questions
Please see below for our most frequently asked questions.
Please don’t hesitate to call or email our store if you have any other questions.
What types of bikes do you sell?
We stock all types of bicycles including e-bike, mountain, road, triathlon, commuting, urban,
gravel and children’s bikes.
What brands do you carry?
Key brands sold at Planet Cycles include Specialized, Pinarello, Cervelo, Focus and
Cannondale.
Do you offer bike repairs and maintenance services?
We sure do! Our professional workshop located at our Woolloongabba store offers a wide
variety of services.
Please click here for a full list of services on offer.
What are your store hours?
Monday – Closed
Tuesday – Friday: 8:30am – 5:30pm
Saturday: 9am – 4pm
Sunday: Closed
Do you offer bike fitting services?
Pop into our Woolloongabba store and let our experienced staff assist you in finding your ideal
bike that suits and fits you perfectly!
Content Gap 2 – “Bikes In Stock” Page Optimised For Product
Specification In Menu
Menu
Bikes
Electric Bikes
Mountain Bikes
Road Bikes
Triathlon Bikes
Urban Bikes
Kids Bikes
Frames
Tyres
Helmets
Shoes
Apparel
Components
Parts
Conclusion
Therefore, by including the above content gaps in regards to keywords, Planet Cycles will more
accurately meet the criteria for search engine optimisation, providing key commercial value to
the business.
References
About Us . (n.d.). Retrieved from 99 Bikes : https://www.99bikes.com.au/about-us
Bikes In Stock. (2023). Retrieved from Planet Cycles:
https://planetcycles.com.au/shop#!/Bikes/c/140484754
Green, S. (2021, October 28). Cycling’s $6.3 Billion Injection to Australian Economy.
Retrieved from The Latz Report : https://thelatzreport.com.au/news/other/cyclings-6-
3-billion-injection-to-australian-economy/
Johanson, S. (2022, March 12). Bike sales boom, but not all cyclists are equal. Retrieved from
Sydney Morning Herald : https://www.smh.com.au/business/companies/bike-sales-
boom-but-not-all-cyclists-are-equal-20220317-p5a5le.html
Planet Cycles. (2023). Retrieved from Planet Cycles: https://planetcycles.com.au
