New Content Hub for The Bicester Collection
Case Studies
How we created a new content hub to drive discoverability
SEOMG! built a comprehensive destination content strategy that transformed The Bicester Collection’s luxury shopping villages from retail locations into searchable destinations, driving discovery, engagement, and measurable footfall.
Services Provided:
Headline Results
+120%
YoY goal completions on destination content
+139
additional store visits/month from destination traffic
+30%
increase in footfall
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
Destination Content Hub Development
We built out comprehensive hub pages that answered the full visitor journey:
– Things to Do pages showcasing local attractions and experiences
– Hotels & Accommodation guides for overnight visitors
– Enhanced dining content positioning restaurants as destinations themselves
– Seasonal and event-based content targeting timely searches
Strategic Content Architecture
– Structured content around high-intent destination searches
– Internal linking strategy flowing authority to new hub pages
– Schema markup for local businesses, events, and attractions
– Content optimised for “near me” and destination discovery queries
Customer Journey Mapping
We didn’t just create pages, we mapped content to actual visitor behaviour. Pre-visit planning searches. Day-of discovery. Post-visit sharing and reviews.
The Results
+271%
page views across destination content (+4k p/month)
+120%
goal completions on destination pages
+139
additional store visits/month directly attributed to destination content
Standout Wins
Destination Traffic Explosion
– +271% page views across destination content (+4k p/month)
– Things to Do and Hotels pages hit nearly 2k visits/month
– +120% goal completions on destination pages
– 139 additional store visits/month directly attributed to destination content
Dining Discovery
– +9.4% YoY increase in dine page visits
– +169% increase in non-brand dining clicks YoY
– +93% non-outlet, non-brand traffic YoY (+6k p/month)
Engagement Quality
– -9% bounce rate improvement across destination content
– Increased time on site as visitors explored full offering
– Growth in destination content now driving performance across all marketing channels
Business Impact
– +30% increase in physical footfall across villages
– Visitors staying longer and spending more
– Enhanced brand perception as destinations, not just outlets
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.
