B&M: Winning the Christmas Shopping Season - Organic

Service and project type

SEO – B&M Christmas Campaign

Relationship

B&M engaged Organic for their SEO expertise after witnessing our success with industry giants like Sainsbury’s Group and Decathlon. With a focus on boosting online presence and revenue, B&M sought to optimise their Christmas product category pages as a special project for maximum impact.

Problem

B&M, faced the challenge of optimising a huge number of pages on the website ready for the Christmas season, whilst balancing the optimisation need for an early launch with delayed product availability due to buyer priorities. Their objective was not just visibility, but effective targeting to drive traffic despite the stiff competition.

Solution

We provided B&M with a solution to optimise their online presence and revenue generation during the festive season.

Here are the key actions we recommended (without giving away our secrets, of course)

Early launch of Christmas pages: We advised B&M to launch their Christmas category pages earlier in the year to establish rankings before the peak season. By extending the visibility period, B&M could capture a larger share of seasonal traffic.
Content optimisation: Our team optimised the content for each Christmas page, targeting the most appropriate keywords without cannibalisation. This approach ensured that B&M’s website resonated effectively with their target audience, driving meaningful engagement and revenue.
Competitor analysis: We closely monitored competitors’ strategies, with B&M’s closest rivals.
Subcategory focus: We identified specific subcategories within the Christmas section that showed potential for growth, such as Christmas Lights. By publishing pages earlier with improved content, B&M gained traction earlier in the season, sustaining visibility until Christmas.
Monitoring and adaptation: Recognising the dynamic nature of the digital landscape, we emphasised the importance of continuous monitoring and adaptation. By staying ahead of algorithm updates and market trends, B&M could mitigate risks and capitalise on opportunities for sustained success.

Results

B&M experienced significantly higher visibility for their Christmas section throughout 2023, surpassing key competitors.
Analysis revealed a 5% increase in clicks for B&M compared to the previous year, indicating improved targeting of high-value search terms and driving quality traffic to their site.
There was over a 15% increase in users* (UA to GA4 data) and a 140% increase in sessions* (UA to GA4 data).
Specific subcategories, such as “Christmas Lights”, achieved exceptional performance, maintaining traction throughout the season and contributing to overall traffic growth.
Valuable insights identified areas for improvement, such as optimising product availability and content publication timelines, to enhance results in future campaigns.
Given that we had already worked with B&M to increase their branded store searches by 404%, this significant increase in website sessions should translate into more conversions to in-store visits.