99 bikes case study


99 Bikes



Stocking a wide range of bikes, accessories, clothing, nutritional supplements and spare parts, 99 Bikes is one of Australia’s leading bicycle retailers. They are also your go-to guys for bike maintenance, servicing and repairs.

99 Bikes has come a long way since its first store launched in Milton back in 2007. As of 2014, the brand has 17 stores located across Brisbane, the Sunshine Coast, the Gold Coast, Sydney, and Melbourne, with plans for more expansion.

The relationship between Search Factory and 99 Bikes began in August 2012 with SEO activity as the main focus.


In June 2013, we guided 99 Bikes through the development and changeover to a fresh website on a new e-commerce platform.

The goal of this changeover was to create a more search-engine-friendly website, increase organic traffic to the site, boost online conversions from organic traffic, and assist in driving in-store visits and sales.

The Process

We initially performed a full technical website audit (including onsite keyword targeting recommendations) to get some quick wins for important keywords. After a few months of activity, it was decided that we would look to really step things up with a newer, more SEO-friendly website build.

We oversaw the transition from the previous ecommerce platform to the Magento platform in June 2013. The site rollover was quite complicated, with the new platform needing a completely different URL structure for category and product pages.


The results speak for themselves.

Twelve months after launching the newly designed and optimised website, and with ongoing monthly SEO activity from Search Factory, the results truly spoke for themselves:

  • Organic traffic to the 99 Bikes website increased by 148%.
  • Online transactions from organic traffic improved by 249%.
  • Online revenue from organic traffic propelled by 785%.

The team at 99 Bikes, led by Marketing and E-Commerce Manager, Wayne Patterson, also played a major part in achieving these extraordinary results. Wayne and the team have significantly increased the range of products available online at 99 Bikes, which has increased the volume of landing pages to the site for specific product searches.