Local SEO for The Bicester Collection
Case Studies
How we sorted the basics of Local SEO to drive international growth
SEOMG! implemented a comprehensive local SEO strategy across The Bicester Collection’s 11 global luxury shopping villages, dominating local search, map listings, and boutique discovery to drive footfall and revenue.
Services Provided:
Headline Results
+101%
Clicks to boutique landing pages
+41%
YoY Increase in visibility for target local searches
+369%
GMB outlet query clicks in 6 months YoY
The Client
The Bicester Collection is a family of 12 luxury open-air designer outlet shopping destinations located across Europe, China, and North America. It is owned by Value Retail and offers more than 1,500 boutiques of leading fashion and lifestyle brands with year-round savings of up to 60% on recommended retail
Industry: Retail
The Challenge
What We Did
Multi-Location Local SEO Foundation
– Owned and optimised business listings across all 11 villages
– Implemented structured data and local schema markup for each location
– Real-time review monitoring and response strategy across all locations
– Local landing pages optimised for “near me” and location-specific searches
Boutique-Level Optimisation
– Individual boutique pages optimised for brand discovery searches
– Schema markup for each store within villages
– Internal linking strategy to surface boutique pages in relevant searches
– Brand + location targeting for high-intent shopping queries
Technical Local SEO
– Multi-language and multi-market technical setup
– Location-specific sitemaps and hreflang implementation
– Google Business Profile optimisation across all locations
– NAP consistency and citation building across directories
The Results
+369%
clicks to visit pages through “outlet” queries (6 months)
690%
average monthly traffic growth
+41%
increase in map listing views YoY
Standout Wins
Local Search Dominance
– +369% clicks to visit pages through “outlet” queries (6 months)
– +41% increase in map listing views YoY
– Consistent top 5 rankings across all target markets
– Owned position zero for key “shopping village near city” queries
Boutique Discovery
– +101% organic sessions to boutique pages
– +48% non-brand clicks sitewide
– +150% impressions for brand boutique searches
– Individual stores now ranking for “brand name + location” queries
Multi-Location Impact
– All 11 villages ranking strongly in their respective markets
– Increased foot traffic across every location
– Review volume and quality improved significantly
– Enhanced Google Business Profile engagement across locations
Why It Worked
Multi-location local SEO isn’t about templates. It’s about understanding each market’s unique dynamics while maintaining a cohesive global strategy.
We built location-specific authority, optimised for local search intent, and made every boutique discoverable—not just the village as a whole.
The result? Dominant local visibility across 11 markets, massive growth in outlet and boutique searches, and measurable footfall increases that proved ROI.
