B&M: Increasing footfall with strategic content

Service and Project Type

SEO | Content Optimisation

Client Relationship

In 2022, Organic collaborated with B&M to provide SEO consultancy, leveraging our successful track record with retail giants like Sainsbury’s, Argos, Decathlon, Tu, and Habitat. Our expertise in eCommerce and D2C aimed to boost B&M’s online presence.

The Problem

As consumer preferences shifted toward online shopping for its ease and convenience, the retail landscape faced a significant challenge. The primary issue for B&M was its non-transactional site, requiring a solution to increase footfall and revitalise store presence. Improving search experience was going to be essential to ensuring that B&M turned up in search and was able to leverage this into footfall.

The Solution

Search experience is essential for non-ecommerce retail brands. When people are looking to buy from stores near them they 100% hit up search engines throughout their path to purchase. 

• Audited and addressed technical issues on the B&M site 
• Enhanced store pages, aligning them with desired customer actions (driving footfall to the relevant store), and ensuring that their Google Business profile improved visibility in the SERPs.
• Improved on-site content including around seasonal categories and events to reach searchers. 
• Made B&Ms physical stores easily discoverable by local customers increasing footfall.
• Optimising pages for better performance on small screens and mobile data connections.

The Results

After analysing Google Maps usage and store click-throughs for five months, we identified trends pointing to a significant boost in B&M’s online presence and in-store traffic, all thanks to our collaboration.

• Branded Store Searches: 404% increase, indicating a growing consumer interest in visiting local B&M stores.
• Total Map Views: 315% increase in total map views for B&M stores, enhancing the brand’s visibility.
• Map Directions Requests: Users seeking map directions to B&M stores showed a notable 13% increase, underscoring the improved discoverability of B&M’s physical locations. (Given the extensive local presence of B&M stores across the UK, it’s expected that the address seen from branded store searches often suffices to locate them, explaining the lower percentage increase in map directions.)

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