10 minutes Reading time
20 pages Length
Updated September 2018
We’ve produced a digital insight report assessing 55 brands in the Bicycle eCommerce market and have ranked them based on both digital brand impact (metrics such as the number of social votes and monthly brand name searches) as well as technical SEO metrics such as year on year SEO visibility.
We’ve also looked at the average number of backlinks gained per month, the quality of these links and more data that gives a broad understanding of the state of who’s site performs the best organically.
Brands chosen for this report are picked based on who ranks in pages 1-3 off Google for the most competitive keywords. There’s limited space in the design of the report so you won’t see all of the 55 companies mentioned.
Only the top performers for each category are presented in the final design. If you’re a Bicycle Retailer that can’t see your brand, don’t hesitate to contact the team, we’re more than happy to share the data on your brand!
Having the data from the report is useful in many ways, but seeing who’s doing well and why is arguably more valuable. We’ve investigated the wins of the market to see why certain brands are at the top of each of our lists and put it together in this post for you to gain the best insights.
Halfords remains the market leaders despite a 17% drop in visibility year on year.
Decathlon has also stayed in 2nd place, gaining 7% visibility this year.
In 3rd place, Evans Cycles has lost 10% of their visibility.
Chain Reaction Cycles has moved up to 4th place with a 28% improvement.
Finishing off the top five is Wiggle who has lost 32% of their visibility.
Elsewhere in the top ten, there has been a mixture of wins and losses:
After only launching their site within this past year, Sigma Sports managed to make it into 9th position – a massive achievement for a brand new site. Huge well done to them!
Keywords used are shown in the keyword competitiveness pages of the report (Page 17-18).
Evans Cycles is ranking within the top five and location searches for most of the high competition keywords.
Their pages are well optimised with clear title tags and meta descriptions.
They also use one-line sitelinks, reducing the number of clicks required before getting to the desired product.
Halfords is ranking in position one for all the child-related keywords, ‘childrens bikes’, ‘kids bikes’, ‘girls bikes’ and ‘toddler bike’.
Their URLs are well structured which makes it easier for Google to crawl your site and find the relevant content.
They also appear in PLAs for these terms, putting them at the top of the page more than once.
Source Retailers is ranking in position one for the highest opportunity terms ‘bmx’ and ‘bmx bikes’.
Their site is obviously optimised for this term. However, they do also have a BMX buying guide which is reachable from their home page.
This includes lots of information about BMXs, their components, sizes and recommendations. So, there are a lot of relevant and related keywords here which can help with rankings.
Links are still one of Google’s primary ranking factors, so it’s important to make sure your link building strategy is strong.
PlanetX is topping the links charts with the highest quality links.
Their links are going to products and product images. They do not have a content outlet which we feel, is a missed opportunity.
Wiggle is next in the chart, with an equally high link quality but fewer links.
We love their buying guides which cover many different topics such as which bikes to buy for kids, how to choose the right sized cycling shoes and buying guides for different types of bike.
These guides are gaining good links. Providing useful content that will help your users is an excellent way of building up an audience that trusts you.
However, these guides exist on a subdomain rather than a subfolder.
This means that you would lose valuable link equity from any links gained here transferring to the main site.
Moz founder Rand Fishkin claims that moving a subdomain to a subfolder almost always increases search traffic.
Sigma Sports is next on the list, gaining the highest average number of links per month of good quality. Most of the links are going to their home page and product pages.
They do have a Hub section which contains articles and buying guides among many other things.
The section isn’t gaining many links. With a better outreach strategy, it could do really well.
This is the kind of content that would perform extremely well if outreached to different publications.
Though Halfords is zooming ahead of their competitors in terms of brand searches, their owned social score is severely lacking in comparison.
We reported the same observation in last year’s report, but they seem to have upped their social game since then.
They now post a lot of links to their own articles, topical content and quotes and promotional videos.
They’ve also got a lot better at creating engaging content – now they have polls, photos inviting people to comment, tag and like and reposts of customer images.
They could enhance this even more by using brand-specific hashtags.
Carrying on in this way could see their owned social score climb impressively over the next year.
Wiggle is next on the list with a high number of brand searches per month and impressive owned social score.
Their Facebook feed has topical posts, product information, fun videos and updates from athletes they sponsor.
They also use Twitter to post more spontaneous content such as GIFs, polls and retweets of cycling news stories.
Their Instagram account features images of their staff, customers and products with a more personalised feel than the other two platforms.
Speak to us for any more information regarding our data or download the full report below.