Search behaviour tells a crystal‑clear story about the UK motorcycle accessories industry space right now, so let’s dig in. Below you’ll find a digestible, data‑rich look at who’s racing ahead, who’s stalling and where the biggest SEO openings lie.
(Need the raw numbers? You can grab the free 69‑page market report in seconds.)
How big is the digital opportunity for motorcycle gear?
The sector has grown its organic footprint by 7 % year‑on‑year, pulling in tens of millions of monthly searches across helmets, jackets and on‑bike tech. Yet 38 % of brands lost visibility in the last 12 months, proving there’s still plenty of track left to conquer. Search intent also skews commercial: terms with “buy”, “cheap” or “best” appear in three of the four fastest‑rising keyword clusters.
Which motorcycle accessory brands dominate organic visibility in 2025?
| Rank | Brand | Estimated monthly organic traffic |
| 1 | Sportsbikeshop | 216,887 |
| 2 | J&S Accessories | 113,786 |
| 3 | Triumph Motorcycles | 83,729 |
| 4 | Belstaff | 79,225 |
| 5 | Demon Tweeks | 65,785 |
| 6 | Fox Racing | 54,027 |
| 7 | Infinity Motorcycles | 47,916 |
| 8 | Winstanley Bikes | 37,213 |
| 9 | Quadlock Case | 33,142 |
| 10 | 24MX | 29,506 |
If your traffic’s taken a hit, don’t beat yourself up about it. The last 6 months have brought more seismic quakes to search than we’ve seen in the past 6 years combined. SGE, AI overviews, helpful content updates, Core Web Vitals getting stricter, SERP features evolving constantly – it’s been a proper whirlwind that’s rattled nearly everyone.
While it’s easy to throw your hands up and complain about Google moving the goalposts again, that won’t get you anywhere. This isn’t all doom and gloom, and yes, you can absolutely turn this around.
There could be a thousand reasons why your traffic’s dropped – maybe your pages are loading like molasses, perhaps your content’s gotten too thin across categories, could be you’re not targeting what people are actually searching for, maybe you’re just not diving deep enough into topics to show real expertise, or maybe the cause lies out of your hands completely. I wouldn’t want to assume what’s hitting you specifically.
But if you’re in this boat, here’s where I’d start: focus on building genuine, human-first topical authority. Go deep on subjects that matter to your audience, create content that demonstrates real expertise, and make sure you’re covering topics semantically – not just chasing individual keywords but understanding the full landscape of what your audience needs to know.
Who owns brand awareness — and why it matters for SEO
Brand signals now influence everything from traditional SERPs to AI answers. Triumph Motorcycles tops pure search demand with 22.2 k brand searches per month, but note how Alpinestars (8,180 owned‑social score) and Fox Racing (9,031) punch well above their weight on social, earning extra E‑E‑A‑T cred. Meanwhile Sportsbikeshop dwarfs the field on review volume — 136 k reviews at 4.9★ — feeding Google a wall of first‑party proof that real riders love the shop.
To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.
Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
| Brand Name | Site | Brand Searches Per Month | Owned Social Score | Rank |
| Triumph Motorcycles | triumphmotorcycles.co.uk | 22200 | 7107 | 1 |
| Alpine Stars | alpinestars.com | 12100 | 8180 | 2 |
| Ruroc | ruroc.com | 12100 | 4202 | 3 |
| Fox Racing | foxracing.co.uk | 5400 | 9031 | 4 |
| Belstaff | belstaff.com | 49500 | 842 | 5 |
| Dainese | dainese.com | 5400 | 5447 | 6 |
| Sports BikeShop | sportsbikeshop.co.uk | 90500 | 302 | 7 |
| 24 MX | 24mx.co.uk | 12100 | 1877 | 8 |
| AGV | agv.com | 3600 | 4303 | 9 |
| Muc Off | muc-off.com | 12100 | 1170 | 10 |
| Demon Tweeks | demon-tweeks.com | 60500 | 175 | 11 |
| Givi | givi.co.uk | 3600 | 1304 | 12 |
| Bell Helmets | bellhelmets.com | 5400 | 605 | 13 |
| Arai Helmet | araihelmet.eu | 8100 | 324 | 14 |
| Quadlock Case | quadlockcase.co.uk | 1900 | 1356 | 15 |
| JS Accessories | jsaccessories.co.uk | 22200 | 114 | 16 |
| XL Moto | xlmoto.co.uk | 3600 | 535 | 17 |
| Infinity Motorcycles | infinitymotorcycles.com | 27100 | 58 | 18 |
| FC Moto | fc-moto.de | 3600 | 415 | 19 |
| Wemoto | wemoto.com | 14800 | 79 | 20 |
| Dirt Bike Express | dirtbikexpress.co.uk | 12100 | 76 | 21 |
| Moto Central | motocentral.co.uk | 2400 | 364 | 22 |
| Urban Rider | urbanrider.co.uk | 9900 | 75 | 23 |
| Fowlers | fowlers.co.uk | 12100 | 46 | 24 |
| Bikeshed Moto | bikeshedmoto.co.uk | 320 | 1717 | 25 |
| Ghost Bikes | ghostbikes.com | 2900 | 126 | 26 |
| Dolan Bikes | dolan-bikes.com | 5400 | 59 | 27 |
| Mega Motorcycle Store | megamotorcyclestore.co.uk | 2900 | 93 | 28 |
| Cardo Systems | cardosystems.com | 260 | 817 | 29 |
| Kriega | kriega.com | 2400 | 86 | 30 |
What keywords are trending?
Emerging products
- “full face helmets” (+84 %)
- “biker heated gloves” (+23 %)
- “kevlar motorbike jeans” (+12 %)
- “cheap full face helmets” (+224 %)
Declining interest
- “oversized leather biker jacket” (‑49 %)
- “waterproof bike jacket” (‑56 %)
- “biker boots women” (‑37 %)
Click here to get the full list of opportunity keywords.
SEO success = topical authority + rider‑first UX
Google is backing brands that live and breathe their niche. Two brands stand out:
- Sportsbikeshop — an ever‑expanding Advice Hub drops new how‑to videos weekly, each page internally linked to relevant stock. The result? Coverage across every accessory from visors to Volk lenses and the rankings to match.
- Dainese — the Custom Works 3‑D builder lets riders tweak colour and armour in real time, while the Demonerosso blog fills any remaining gap with route guides and sizing explainers. Organic traffic is up 72 % YoY.
- Click here to see the full deep dive into the strategies used by these brands.
Our past work shows the same pattern. See how we help Dreams build their Sleep Matters Club digital magazine that now ranks for over 13,500 keywords and generates ~5% of their monthly organic traffic.
Where are the untapped keyword opportunities?
Our report flags 50+ phrases with healthy demand and low competition. A flavour:
| Keyword | UK monthly searches | Competitiveness |
| motorcycle apparel | 150 | 36 |
| vintage motorcycle clothing | 60 | 24 |
| road bike jacket | 20 | 15 |
Brands with agile content workflows can claim these now, locking in traffic before rivals twig. Tie new pages back to commercial categories to funnel buying intent. See the full list of keywords here.
Social signals & backlinks: quality over quantity
Data shows only a loose correlation between the sheer number of referring domains and traffic. What moves the needle is topical relevance. Think rider‑safety podcasts, track‑day bloggers and gear‑review YouTubers. Forge partnerships that earn genuine discussion, not just followed links. Click here to read more about the digital PR strategies we’re implementing for clients.
What’s next?
- Want every table, graph and statistic? Download the full 69‑page motorcycle industry report for more insight.
- Need hands‑on support? Learn more about our eCommerce SEO service and see how we’re building “search for humans, not algorithms.”
- Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.