Running a local bike shop with an online presence is a great start, but let’s talk about how you can maximize your reach on Google. Dominating local search results may seem intimidating, but Workstand provides the necessary tools for success. With strategy and help from our experts, you can attract more customers online and in-store. Let's explore some easy-to-implement tactics to boost your local bike shop's visibility on Google and watch your customer base grow.
1. Dial in your website
Great marketing that drives results for your business starts with your website. As the front door to your business in the modern shopping environment, this is where most shoppers interact with your business first. All Workstand websites are built on a strong SEO foundation but with a few simple steps, you can get even better results.
Perform regular website maintenance
- We always say, “Well-maintained websites perform best.” We recommend a monthly checklist that includes updating your homepage hero, merchandising, catalog maintenance, POS sync maintenance, and an accessibility review.
Localize your content
- Content is super important, even for local bike shops. Think about crafting new landing pages, enhancing your existing landing pages, and creating videos or guides on topics that your community cares about:
- Our Favorite Rides Near [City Name]
- How to Maintain Your Bike for [Season]
- 5 Tips for Choosing the Perfect Bike
- Staff Picks
- Why Buy From Us
Add page titles and meta descriptions
- Add locally relevant and useful info to your meta data but don’t forget to keep it concise! The recommended length for a page title is 50–60 characters, and the recommended length for a meta description is 120–160 characters
- For example, include “bike shop in [City Name]”, “Best cycling trails in [City]” or “Serving cyclists in [Neighborhood]” in your page title or meta descriptions.
- Pro Tip: Workstand’s complimentary website content includes pre-written page titles and meta descriptions. When you import the content to your website, modify the copy to coordinate with your unique business.
2. Manage your online presence
Start by claiming and optimizing your Google Business Profile (GBP). GBP is a free tool that helps businesses connect with customers, promote services, and share updates. Make sure your address, phone number, hours, and website are all correct. Add some high-quality photos of your shop, staff, and products to make your listing stand out.
Encourage your happy customers to leave reviews on Google, and make sure to respond to them. Also, keep your name, address, and phone info consistent across your website, GBP, social media accounts, and other online directories. This avoids confusing search engines and customers.
3. Leverage your catalog as a powerful marketing tool
Now that you have your website and Google Business Profile dialed in, the next step is to drive relevant traffic to your website and store. The easiest and FREE first step would be to leverage Google’s free shopping listings.
To display your inventory on Google’s shopping tab, set up your Google Merchant Center to connect the products you carry with more ready-to-buy shoppers. Workstand websites include Google shopping integrations and you have access to everything you need to get set up at no additional cost. If you would like help, our team of Search Engine Marketing experts can configure your Google Merchant Center for a one-time fee as well.
4. Compete for top placement with Google Ads
Google Ads are a great way for retailers like you to get noticed. If you are looking to level up your ecommerce presence regionally or nationally, increase awareness with local customers, or all of the above, there are Google ad options for you. There are two main ad types we see retailers get impressive results with:
Search ads:
These are text-based ads, often referred to as awareness ads, that appear in Google search results. Search ads are designed to drive traffic to your website through keyword-targeted searches like “bike shop near me”, “bike repair in [city]”, “electric bikes near me”, etc. With search ads, your business can show up at the top of Google’s search results and also get you placed in the “map pack” as seen in the example below.
Shopping ads:
Google Shopping Ads, or product ads, pull data from your ecommerce website’s product feed. There are geo-targeting options for businesses of all sizes but we find the majority of bike shops have great return on ad spend by focusing on their local market, shipping and discounting are not required.
When you pay Google for premium placement, your business can compete for the most valuable views at the top of page one. This is how you get the same results as REI and other major retailers. Your product appears in the shopping cards at the top of page one and features the “In Store” callout. These ads, especially for bikes, have a high return on investment and are one of the best ways for you to spend your marketing budget.
Check out our podcast episode to learn more about running Google Ads for your local bike shop.
We can help you show up
By focusing on these high-impact strategies, your bike shop can rise above the competition on Google search. Whether aiming to boost online sales, increase foot traffic, or both, these steps will help you connect with more cyclists and grow your business.
Schedule a meeting today to learn more about how you can win local search with the personalized support of our ads management services. Our Google Ads Team has Google Merchant set up and ad management options to fit every budget.
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