Manchester Retail Group – E-Commerce SEO Campaign

Project Overview

Manchester Retail Group, an independent retail business with 8 physical stores and a combined £4M annual turnover, had virtually no organic online visibility despite decades of brand heritage and loyal Manchester customer relationships.

The Challenge

Amazon and ASOS dominated 80% of their organic search traffic, while Manchester Retail had no category page authority, no product review strategy, and thousands of technical SEO issues preventing any meaningful ranking.

Our Solution

We executed a systematic 12-month e-commerce SEO transformation:

• Complete technical SEO audit resolving 380 crawl errors, duplicate content, and Core Web Vitals failures
• Category page content strategy with buyer intent keyword targeting for 15 product categories
• Product review acquisition strategy achieving 2,400 new verified product reviews in 6 months
• Google Shopping feed optimisation with enhanced product data and structured markup
• Local store landing pages optimised for 8 Manchester postcodes attracting foot traffic from search

Key Results

• 58 keywords ranking in top-3 positions on Google UK — up from zero competitive rankings
• Organic e-commerce revenue attributed to SEO: £380,000 in incremental sales in year one
• Local search visibility increased by 340% across all 8 store locations
• Customer acquisition cost via organic reduced by 61% vs their paid advertising channels

Technologies Used

SEMrush, Screaming Frog, Ahrefs, Google Search Console, Google Shopping, Local Schema, Content Strategy