B&M: Increasing footfall with strategic content - Organic

B&M website displayed on an iPad with an orange background

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.)