Bunzl

Bunzl is one of Australia’s leading suppliers of personal protection equipment (PPE), workwear, packaging, height safety equipment, and lifting equipment inspection and testing services, healthcare. With branches right across Australia, Bunzl provides online and in-store shopping for a range of industries including healthcare, hospitality, facilities management, and more.

Despite a strong national presence and a loyal customer base, Bunzl’s organic online presence did not accurately reflect its market presence or their branch network across the country.

Bunzl had an established web presence with a functional ecommerce portal for repeat customers. Despite a strong physical presence through their stores in Sydney, Melbourne, Adelaide, Perth, Brisbane, Gold Coast, Toowoomba, and regional Western Australia, their online location presence was limited to basic branch locator pages. While these pages were functional and provided key information such as address and contact details, they were not optimised to rank for the products that they were looking to push through their branches.

The problem was clear, they had a strong physical presence, but they had no pages demonstrating the products and services that were offered in each of their physical locations. When they typed in search terms like “Workwear + Branch Location”, they were nowhere to be found.

Essentially, all local search traffic was coming through branded search. Our goal was to increase their organic traffic for customers who were not already aware of the brand or the physical locations that existed.

In consultation with Bunzl, we worked to create a local SEO strategy that centred around creating dedicated location pages that aligned with the products and services that they wanted to push through their physical locations.

We created dedicated location pages across four core product verticals, each targeting a specific city or region where Bunzl operates:

Each page was tailored towards the specific location with unique content and relevant product feeds using their native Ecommerce platform. Each page had to be completely unique and ensure that we were providing real value for users searching for the goods and services offered by Bunzl in those branch locations.

Rather than creating pages that targeted the exact location of the branch, we anchored each brand to the nearest major city. Each branch was located in its anchor city, so there were no issues with relevancy. The goal of this strategy was to ensure we were ranking for broad, competitive locations with a high search volume. There was no point in ranking for these pages at a suburb level – the search simply was not there. Instead, we focussed on ranking them for their nearest city. Mapping each branch to a specific anchor location ensured a genuine physical presence in the areas we were targeting, while also allowing us to target high search volume keywords.

Our local SEO strategy for Bunzl delivered significant growth over our 12-month SEO engagement. By building local pages, we created a framework that has continued to deliver long-term value and aligned their physical locations to the products and services that their target audience was actively searching for in those locations.

The campaign demonstrated the importance of aligning physical locations with the core product and service offering of the client. Rather than chasing broad, low-intent search terms, we leveraged the physical presence of the client to drive organic traffic and foot traffic that translated to more sales and increased brand awareness.