SEO and digital marketing for retailers with stores and online shops

Q: Do you work with chains that sell online and in stores?

Yes, that's the case this page is for. We work on the online shop, the stores on Google Maps and the tracking that connects the two. For grocery retailers we have our FMCG page.

Q: How is this different from your e-commerce SEO service?

E-commerce SEO covers the online shop: catalogue, categories, product pages and indexing. For a chain, the physical stores come on top, each with its own listing and page, along with the question of how much of your in-store sales starts with a search.

Q: How do you manage hundreds of stores on Google Maps?

We check that every Google Business Profile listing has the right name, address, opening hours and category, and that it links to its store page on the website. With hundreds of stores, the data comes from one central list and changes are applied in bulk, not listing by listing.

Q: How do you separate website traffic from traffic heading to the stores?

With different metrics for each goal. Online sales and orders measure the online shop. Clicks to call or get directions, store locator searches and visits to store pages measure the path to the physical store. Counted together, you can't tell what's working.

Q: Can you measure whether AI recommends our store?

Yes, with a fixed set of questions repeated over time. Our tracker asks ChatGPT and other AI assistants through their programming interfaces and records whether they name your brand, in which position and with which link. It measures how the model answers, not what each user sees in the app.

We help customers find your products, your brand and their nearest store, in Google, in Google Maps and in AI answers.

Talk to us about your chain

For retailers with physical stores and an online shop

This page is for non-food retailers that run physical stores and an online shop: electronics, perfume and cosmetics, furniture and home, tyres and auto repair, DIY.

Their problems look alike. The range is large, and some categories and products don't show up in search. Every store has its own Google Maps listing, with opening hours, an address and reviews that someone has to keep up to date. Some customers search online and buy in the store, and the figures don't separate the two, so you can't tell how much of your in-store sales started with a search.

If you run a supermarket chain or a consumer goods brand, our FMCG and grocery retail page is the better fit. If you only sell online, without physical stores, see our e-commerce SEO service.

What we do for store chains and retailers

A grid of products, most marked as indexable and some greyed out; on the right, the category tree and a search that leads to a new category.

SEO for range and categories

We check which category and product pages Google can index, how the range is organised and which searches don't yet have a page that answers them. The technical work on the online shop is covered by our e-commerce SEO service.

Multi-location SEO for store networks

We sort out the Google Business Profile listings of every store and the store pages on the website, so each one shows the right name, address, opening hours and category and can be found in nearby searches.

A search that splits in two: on the left the cart and online sales, on the right calls, directions and the store finder leading to the store, each side with its own figures.

Measuring online and in-store separately

We set up metrics that keep online sales apart from visits looking for a store: clicks to call or get directions, store locator searches, visits to store pages. That way, search that leads to a store no longer gets mixed up with online sales.

AI visibility by market

Our tracker asks ChatGPT and other AI assistants, through their programming interfaces, the questions your customers ask. For each answer we see whether your brand appears, in which position, whether your site is linked and which of the competitors we've agreed with you show up. The measurement repeats weekly or more often, depending on the plan.

Shop platforms we work with

Shopify

URLs follow a fixed pattern, and product variants don't get their own URL, only a parameter. We supported Master Regale's migration from Magento 2 to Shopify, with a specification for collections and variants and a check of every redirect, and another migration the other way, from Shopify to WooCommerce.

Shopify Hydrogen and Oxygen (headless)

ZGONC, an Austrian tools, garden and home retailer with stores and an online shop, moved to Shopify Hydrogen in October 2026, hosted on Oxygen with content from Storyblok, so titles, sitemaps and language versions come from code. Before launch we audited the staging site until every technical issue was fixed and checked the redirect plan, which by our measurement covered 99.8% of Google clicks from the previous 16 months. Since launch we've been tracking indexing and the move of traffic to the new URLs in Search Console, and checking how Google renders the product pages.

WooCommerce

Languages, SEO and filters depend on plugins, and a change to the category structure can break URLs. We've reviewed category migrations and their redirects, worked on multilingual shops running WPML and built a custom on-site search.

Magento 2

Filters and variants create large numbers of URLs, and templates can repeat elements such as the H1. We looked after Master Regale's Magento 2 shop from its relaunch until it changed platform, and prepared the move with an inventory of every old URL.

PrestaShop

SEO modules keep their own redirect rules, and after a migration they can leave loops and rules pointing nowhere. We've cleaned up redirects and duplicate categories and rewritten categories one by one, measuring the result in Search Console.

Shopware

Unless someone configures it, pagination and legal pages end up in the index, and order tracking doesn't always match the shop. In an on-site analysis we proposed a new setup for pagination and indexing and fixed the sales tracking.

Nuxt

If Google doesn't receive the rendered content, it doesn't see it, and hreflang and internal links depend on the front-end code. After a relaunch on Nuxt we analysed the rendering problems, the missing hreflang tags and the nofollow internal links, and planned the content that hadn't been migrated.

Custom React shop

Camper sells through its own React-based shop: if the server doesn't deliver rendered content, Google has to run the JavaScript to see it. For Camper we wrote SEO category content in several languages, with FAQs marked up as structured data, and since 2026 we've measured its AI visibility with our tracker.

Custom-built platform

Lidl Spain's website doesn't run on a standard platform: canonicals, hreflang, sitemaps and redirects exist only if someone builds them. Our work for Lidl from 2014 to 2016 is described on our FMCG and grocery retail page.

Astro with WordPress

Content is managed in WordPress and a separate front end serves the site, so metadata, sitemaps and structured data are built in code. That's how our own website works, in three languages.

A case from the sector

Master Regale sells shelving for homes, offices and warehouses, to consumers and businesses, with online shops in Germany, Slovakia and the Czech Republic. From 2019 we carried out extensive keyword research, created new categories where there had been five, rebuilt the site structure, menu and footer, and supported the relaunch. We then optimised every category page with its own text, internal links and metadata, marked up the FAQs with structured data, and earned links from trade magazines, the press, DIY blogs and people who tested the products. In Germany we also ran the Google Ads campaigns. According to our case presentation from January 2022, sales in Germany grew 65% in 2021 compared with 2020, across all channels, and Amazon sales in November and December 2021 grew 235% compared with the same period in 2020. The full project is in the Master Regale case study.

More projects with store chains (up to 2022)

Media Markt

Consulting, SEO, local SEO and mobile.

Douglas

Consulting, SEO, creative, social media and paid campaigns.

Tyres and auto repair

Networks of stores and dealers. Omnichannel strategy, metrics for local partners and local marketing to bring customers into the store.

Wood products

A chain with hundreds of stores. Online marketing for local partners: SEO, SEM, content and KPI tracking.

What AI visibility looks like

The image shows our tracker's real interface with sample data, not a client's. The sample question is "Where can I buy a good-value robot vacuum?". For each answer you can see whether it names the brand, in which position and whether it links to the brand's site. We measure what the model answers through its programming interface, not what each user sees in the app.

How we work

Measure

We start with an audit of the online shop, the store listings on Google Maps and the tracking, plus a first measurement of AI visibility in the chosen markets.

Prioritise

Together with your team, we rank the changes by product range and region, by what they can move and what they cost.

Implement

We work with your e-commerce team, your store operations team and your web provider, and hand over specifications they can apply directly.

Report

A report shows what has changed in organic search, in the stores and, depending on the project, in AI visibility.

Frequently asked questions

Do you work with chains that sell online and in stores?

How is this different from your e-commerce SEO service?

How do you manage hundreds of stores on Google Maps?

How do you separate website traffic from traffic heading to the stores?

Can you measure whether AI recommends our store?

Shall we talk about your chain?

Tell us what you sell, how many stores you have and in which markets.

Manuel Riveiro

CEO & Digital Strategist