BACKGROUND

• Founded in 1962 by Mike Hall• Current Owners: Jim and Rhonda Hoyt• Main location in Richardson, TX• Also located in Dallas and Frisco• Specialize in : • Performance Bicycles • Accessories• Apparel• Bike Service and Repair

WEBSITE

• Used for• Online commerce• Description of services• Calendar of biking events• Company blog• Social media links

•Weaknesses• Cannot schedule bike service on website• No mission statement or core values• Lots of scrolling needed

OVERVIEW OF COMPETITION

Industry

• Few competitors

• Decline in market for bicycle shopsTop Competitors

• Plano Cycling & Fitness

• The Bike Shop

• B&B CycleRichardson Bike Mart is the leader in the D/FW area

TARGET MARKET

• Business to Consumer commerce

• Casual to competitive bike riders in the Dallas/Fort Worth Area

• Online shop delivers most items nationwide

WEBSITE USABILITYUsability Navigational and Design Issues & Solutions

OVERVIEW

• Page Authority: 52• Domain Authority: 46• Linking Root Domain: 160 • Total Links: 6,429• Global rank: 835,866• Rank in United States: 270988• Bounce Rate: 20.2%• Daily Page views per visitor: 4.5• Daily Time on Site: 4:40

Top 3 Keywords

1. Rbm (32.61%)

2. Bikemart (25.33%)

3. Bike shop (12.73%)

GENERAL ASSESSMENT

Web functionality & Architecture

✓ No pop-ups

✓ Good readability

✓ No flash✗ Page load time: 2.5s

✗ No Auto complete feature

URL’s

✗Broken links✓Appropriate Page Titles

Branding & Content✓ URLs are descriptive✗ Some logos are not clickable ✓ Social media integration✓ Logo prominently displayed

Home Page

Good company logo

Some Horizontal Navigation logos are not clickable( SHOP ONLINE, SERVICE, etc…)

Search bar

Lots of scrolling required

Home Page

Clickability of links easy to determine

Functional SM checklet

No navigational tools in the bottom(contact info, site map)

Secondary page

Breadcrumbs

Allow refinement

Easy to determine

clickability

SUGGESTED WEBSITE REDESIGN

SEO ANALYSIS & RECOMMENDATIONS

SEO OBSERVATIONS

o All competing sites in this industry have a fairly low page authority page

o Low page authority may be due to low external links and internal links

o There may be a low search volume for this industry

SEO OBSERVATIONS

o Top Pages• Low page authority• Extremely low linking root domains• High inbound links(?)

SEO OBSERVATIONS

• All sites have low domain authority

SEO RECOMMENDATIONS

• Problem:• Typing in “www.bikemart.com” redirects to just “bikemart.com”• “www.bikemart.com” on Open Site Explorer: higher page rank at 55 but

considerably less external and internal links

• Conclusion:• Some links are referencing the www site while the majority are not. These

www links could potentially not be helping their page rank.

• Recommendation: • Look into the split and how the redirect is handled • Make sure to consolidate their SEO value

ORGANIC SEO

On the Page Factors:

• Content:• Titles are far too long

• Suggest shortening them to 60-70 characters for both pages. • Recommend adding “RBM” as the lead as it is the highest keyword search. • Homepage should not just list keywords• Need to add H1 and H2 to their homepage

• HTML:

• Architecture:

ORGANIC SEO

Off-the-page factors:

• Links:• Consider working with the University of Texas at Dallas which can generate

highly valued .edu links. • events, fundraisers, cycling club, etc.

• Trust:

• Social: • Create some viral content as linkbait • Be involved with social media• Last updated person blog: May

ORGANIC SEO SITE CRAWL

• Unique Pages:

• No H1’s

• No H2’s

• Meta-descriptions: 301• The homepage meta description is good with no cutoffs. They could possible

add other keywords such as their services or community. One of their top keyword searches is “RBM” this should be added in. The catalog page lacks a meta description.

• Meta-keywords: 298

SERP RESULTS DISPLAY

• Title: too long, should be shortened• URL: www.bikemart.com” redirects to just “bikemart.com”

• Meta description:

RICHARDSON BIKE MART

OVERVIEW

STRATEGY

GENERAL SETTINGS

KEYWORDS

RBM

BicycleBike Barn

Bike Pak Mart Coupon

Bontrager Trip 4w

NEGATIVE KEYWORDS

METRICS & KPI’S

TOP PERFORMING ADGROUPS/CAMPAIGN

BEST PERFORMING SEARCH AD

BEST PERFORMING DISPLAY AD

BEST PERFORMING KEYWORDS

CAMPAIGN PROGRESS THROUGH TIME

CTR

IMPRESSIONS

AVERAGE CPC

MOBILE ANALYSIS AND RECOMMENDATIONS

MOBILE WEBSITE ANALYSIS• No call to action

• No links to social media buttons

• No information on homepage

• Unattractive website design

• No auto completion feature

• homepage is missing description

of business

• Provides images, features, and customer reviews

• Sorting for easy navigation

• Simple design for low data usage

RECOMMENDATIONS

• Attractive visual display and site design

• Auto completion feature for easy searching

• Need Social Media buttons

• Call to action

• Friendlier site user experience

• Home page with brief description of the business

MOBILE – QR CODE

SUMMARY

• suggest putting more emphasis on their mobile site or moving to a responsive design page. Currently their mobile site is only able to display products and a shopping cart. I highly recommend they focus more on the “Learning” section and add it into the mobile site. Users on their mobile are more likely asking questions such “where to go bike?” or “how to adjust my seat height?” instead of purchasing expensive bicycles.