The brief
Improve the SEO performance of the Melbourne Bike Share microsite.
The solution
- The main effort was a content marketing approach. I wrote six new itineraries linking the most popular bike hire stations. These self-guided bike rides promised bike share users authentic Melbourne experiences normally only enjoyed by locals. Experiences such as a bike ride along the Bay Trail at sunset to see the little penguins in St Kilda or a cycle along the river at Yarra Bend, the only remnant of bushland in inner Melbourne.
- I wrote profiles of the 10 most popular suburbs covered by Melbourne Bike Share from the point of view of cyclists.
- I generally improved the existing copy on the microsite in line with SEO principles.
Melbourne Bike Share was closed in November 2019. My pages have been deleted.
Tim Edwards 