AI SEO case study
Rapha
From product pages to the cycling kit riders ask AI to recommend
The brief
Describe the ride, not just the garment.
Rapha’s range has to answer many different rider needs, from performance and fit to conditions and style. We strengthened category and product pages around how cyclists choose kit, clarified the differences between ranges and connected related information so search and AI systems could understand the full offer.
Rapha’s visibility has grown across ChatGPT, Claude, Gemini and Perplexity, alongside Google AI Overviews. Its clearer product story now travels beyond the site into the answers cyclists use to compare kit.
The work
How we did it
Sharper category copy, clearer product information and digital PR helped Rapha meet riders at the point they decide what to wear.
Write for rider needs
We clarified category copy around fit, weather and intended use, making the distinction between ranges easier to grasp.
Link related choices
Headings and pathways between relevant categories help readers compare options without relying on product names alone.
Structure product information
We refined relevant schema markup and structured data so the product and category information is easier for search systems to interpret.
Extend the conversation
Digital PR supported the on-site work by bringing Rapha into relevant cycling and lifestyle conversations.
The evidence
See the answers
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