This presentation was a group effort from students at the University of Texas at Dallas in the Digital Media Marketing class from Fall 2014. The presentation looks into the digital media efforts of Richardson Bike Mart and an AdWords campaign we designed and ran.

2. 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

3. 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

4. OVERVIEW OF COMPETITION
Industry
• Few competitors
• Decline in market for bicycle shops
Top Competitors
• Plano Cycling & Fitness
• The Bike Shop
• B&B Cycle
Richardson Bike Mart is the leader in the D/FW area

5. TARGET MARKET
• Business to Consumer commerce
• Casual to competitive bike riders in the Dallas/Fort Worth Area
• Online shop delivers most items nationwide

6. WEBSITE USABILITY
Usability Navigational and Design Issues & Solutions

7. 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%)

8. 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

9. Home Page
Good
company logo
Some
Horizontal
Navigation logos
are not
clickable( SHOP
ONLINE, SERVICE,
etc…)
Search bar
Lots of scrolling
required

10. Home Page
Clickability
of links easy
to determine
Functional
SM checklet
No
navigational
tools in the
bottom(contac
t info, site map)

11. Secondary page
Breadcrumbs
Allow
refinement
Easy to
determine
clickability

12. SUGGESTED WEBSITE REDESIGN

15. SEO ANALYSIS &
RECOMMENDATIONS

16. 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

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

18. SEO OBSERVATIONS
• All sites have low domain authority

19. 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

20. 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:

21. 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

22. 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

23. SERP RESULTS DISPLAY
• Title: too long, should be shortened
• URL: www.bikemart.com” redirects to just “bikemart.com”
• Meta description:

25. RICHARDSON BIKE MART

26. OVERVIEW

27. STRATEGY

28. GENERAL SETTINGS

29. KEYWORDS
RBM
Bicycle
Bike Barn
Bike Pak Mart Coupon
Bontrager Trip 4w

30. NEGATIVE KEYWORDS

31. METRICS & KPI’S

32. TOP PERFORMING ADGROUPS/CAMPAIGN

33. BEST PERFORMING SEARCH AD

34. BEST PERFORMING DISPLAY AD

35. BEST PERFORMING KEYWORDS

36. CAMPAIGN PROGRESS THROUGH TIME

37. CTR

38. IMPRESSIONS

39. AVERAGE CPC

40. MOBILE ANALYSIS AND
RECOMMENDATIONS

41. 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

42. 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

43. MOBILE – QR CODE

44. 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.