Top Performing Website Content for the Cycling Audience in Q2 2023

Purpose of This Research

To identify white space content opportunities for Cycling website content that will: 

• ‍Drive significant organic traffic
• Rank well on the SERP
• Resonate with the Cycling audience‍

‍In Q2 2023 and beyond.

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Key Takeaways

Content segmented by discipline generates 494K website visits with low average difficulty.

• Recommendations
  (I) Segment blog content to align with primary e-comm navigation (ie. mtb, gravel, road…).
  (II) Serialize discipline content to focus on experience levels (ie. beginner, advanced…).
• Further Research
  Website Content Opportunity Analysis™ focused on each discipline (i.e mtb, gravel, road).  In depth focus on which disciplines are performing best for organic website content.

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Multi-media content ranks well for high volume (43K) keywords like “gravel bikes”.

• Recommendations
  Create review content that offers high accessibility with text, videos and images. 
• Further Research
  Social Content Opportunity Analysis™. Identify content whitespace on any social platform for your audience to create and repurpose videos on the correct platforms.

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Specific cycling parts like tires are seeing 38% growth QoQ.

• Recommendations
  (I) Guide buyers to make the best tire decisions by pairing recommendations to your bike models.
  (II) Use lists and bullet points for easy reading.
• Further Research
  Behavioural Content Ideation™. Expand on these categories by identifying what prospects are asking and discussing through niche Reddit communities.

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Aesthetic cycling choices like helmets and apparel are key considerations for riders generating 83K and 74K in traffic each.

• Recommendations
  (I) Build entry-level content to integrate new riders into the world of biking.
  (II) Create posts for prospects to read about apparel and team kit choices.
• Further Research
  Behavioural Content Ideation™. Expand on these categories by identifying what prospects are asking and discussing through niche Reddit communities.

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Race and Athlete content are difficult to rank organically for, but generate significant traffic, 532K and 424K each.

• Recommendations
  (I) Create blog posts about athlete stats and their success at relevant races.
  (II) Consider that top searched topics on Google may be translated to social media.
• Further Research
  Influence Identifier™. Identify rising athletes on your roster (or athletes to add to it) as a way to prioritize who to create content about.

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White Space web content opportunities in the Cycling space.

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Saturated web content topics in the Cycling space.

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Web content topics to avoid in the Cycling space.

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Web content topics that can be ignored in the Cycling space.

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Biking for Everyone

Provide tailored product recommendations catering to various biking disciplines.

Differentiate gravel, road, mountain, and commuter bikes to curate lists of recommendations for each type, considering experience level & materials used. 

Why is this topic a White Space Opportunity?

• ‍494K total visits to pages about this topic (via SimilarWeb).
• ‍Low average keyword difficulty score of 27 to rank for this term (via SimilarWeb).
• ‍Searches for this topic are up 14% QoQ (via Google Trends).
• ‍This topic sees an average volume of 7.1K, with “gravel bike” seeing the top volume at 143K (via SimilarWeb). Reach niche groups with the “Biking for Everyone” subtopics.

Top Performing Examples

Try implementing…

• Buyer’s guide with point-by-point notes‍
• ‍Segments to match unique rider needs such as “best budget road bike for women”
• ‍Subtle links to a product description page for each bike recommended 
• ‍Quantifiable titles (“x best bikes”) or detailed titles (carbon, aluminum…).

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Bike Models

Develop customized content for each model.

Through reviews, videos or hosting writers, experiment by incorporating a casual tone or the voices of your riders.

Why is this topic a White Space Opportunity?

• ‍104K total visits to pages about this topic (via SimilarWeb).
• ‍Low average keyword difficulty score of 22 to rank for this term (via SimilarWeb).
• ‍Searches for this topic are up 30% QoQ (via Google Trends).
• ‍This topic sees an average volume of 43K, with “bike” and “electric bike” seeing the top volume at 623K and 555K each (via SimilarWeb).

Top Performing Examples

Try implementing…

• Multi-media blog posts that combine images, text and videos for full accessibility.
• ‍Shocking titles like “5 things we hate about Shimano 105 Di2”.
• ‍Table of contents that directs readers to specific parts of the story. Increase time spent on the site by giving readers what they want. 

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All About Tires

Develop a tire content library that anticipates and answers potential buyer inquiries.

‍Create blog posts about tires, striking a balance between explaining their uses in different scenarios and comparing the differences between various tire options.

Why is this topic a White Space Opportunity?

• ‍104K total visits to pages about this topic (via SimilarWeb).
• ‍Low average keyword difficulty score of 20 to rank for this term (via SimilarWeb).
• ‍Searches for this topic are up 38% QoQ (via Google Trends).
• ‍This topic sees an average volume of 3K, with “tubeless tyre” seeing the top volume at 10K (via SimilarWeb).

Top Performing Examples

Try implementing…

• Diagrams and gifs (5) to not only tell readers about technical concepts but show them as well. ‍
• Clear section titles (5) that address common questions “What happens if I puncture a tubeless tyre?” to practical applications like “How to fit a tubeless tyre”.
• ‍Timely content that explores the “best” of a product using the relevant year in the title (ie. 2023).

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Protection & Safety

Deliver personalized safety guidelines that align with buyers' biking habits & needs.

Inform buyers about types of head protection available, and simplify decision-making process by matching options to your bikes based on cycling disciplines.

Why is this topic a White Space Opportunity?

• ‍83K total visits to pages about this topic (via SimilarWeb).
• ‍Low average keyword difficulty score of 27 to rank for this term (via SimilarWeb).
• ‍Searches for this topic are up 9% from the first to the second half of the year (via Google Trends).
• ‍This topic sees an average volume of 3.4K, with “mips helmet” seeing the top volume at 22.4K (via SimilarWeb).

Top Performing Examples

Try implementing…

• Include “what is” or “what are” (7) in H1 titles for educational content.
• ‍Use lists to break down options from “this to that” for serialized content (ie. “road to gravel” or “aero to mountain”...
• ‍Cater to a range of entry-level to expert bikers (8) to provide specific options based on experience levels.

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Apparel Recommendations

Highlight the unity of cycling and apparel for new bikers who want to enter the community.

Breakdown the details of the purpose and benefits of the apparel you offer in a list based on disciplines or experience levels to easily guide prospects to buy.

Why is this topic a White Space Opportunity?

• ‍74K total visits to pages about this topic (via SimilarWeb).
• ‍Low average keyword difficulty score of 18 to rank for this term (via SimilarWeb).
• ‍Searches for this topic are up 14% QoQ (via Google Trends).
• ‍This topic sees an average volume of 2.8K, with “cycling glasses” seeing the top volume at 13.4K (via SimilarWeb).

Top Performing Examples

Try implementing…

• ‍Navigational lists that give viewers the flexibility to click directly to specific reviews & write-ups.
• ‍Social proof to build trust with readers about your content and selection practices.
• ‍Lifestyle content that bridges the intersection between cycling apparel, and common links to coffee & community.

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Organic Traffic = The avg. monthly organic traffic generated by competitors’ website pages about this topic. Competition = Keyword ranking difficulty as per SEMrush.

References:

1. The best gravel bikes in 2023 | Top-rated carbon, aluminium, titanium and steel gravel bikes reviewed

2. Best budget road bikes 2023 - Quality bikes without the big price tag

3. Best bike: our buyer’s guide to which bicycle type you should buy in 2023

4. 5 things we hate about Shimano 105 Di2

5. What is a tubeless tyre? Everything you need to know

6. The best gravel bike tyres in 2023: fast and grippy tyres for gravel riding

7. What is a MIPS helmet? Often touted as safer, what does MIPS mean and how does it work?

8. Best road bike helmets 2023 | 30 of our favourite road helmets from entry-level to high-end

9. Best cycling glasses in 2023 | 27 sets of shades rated and reviewed

10. Best winter cycling gloves 2023 - Just the right warmth for the full range of winter weather