When it comes to standing out online, few things matter more than strong Search Engine Optimization (SEO). While SEO might seem like the domain of tech giants and global brands, the reality is that local and regional businesses can learn a lot from how the big players do it right.

We took a close look at five of the best-performing companies in New England when it comes to SEO: Wayfair, CVS Health, L.L. Bean, New Balance, and Ben & Jerry’s. Each one has carved out a powerful online presence—and they’ve done it by following smart, scalable SEO practices that any business can adopt.

1. Wayfair: Mastering Long-Tail Keywords and Site Structure

Wayfair has turned its massive product inventory into an SEO powerhouse by optimizing for long-tail keywords—specific phrases people actually search for, like “mid-century modern TV stand” or “blackout curtains for nursery.” Their site architecture is also built for clarity, with clean URLs, smart filtering, and thousands of indexed pages.

What you can do:

• Use specific product or service descriptions that mirror how real people search.
• Organize your website in a way that makes sense to both users and search engines.

2. CVS Health: Prioritizing UX, Mobile, and Structured Data

CVS Health has a deep and content-rich site, yet it remains incredibly user-friendly—especially on mobile. They use structured data (schema markup) to help Google understand things like store hours, reviews, and services offered.

What you can do:

• Ensure your site is mobile-responsive and loads quickly.
• Use schema markup to help search engines better display your content in search results.

3. L.L. Bean: Content + Commerce + Customer Reviews

L.L. Bean doesn't just sell products—they educate their customers. Buying guides, outdoor tips, and user-generated content (like reviews) make their site a trusted resource for shoppers and a goldmine for SEO.

What you can do:

• Create helpful, informative content around your products or services.
• Encourage customers to leave reviews—they’re great for SEO and trust-building.

4. New Balance: Clean Navigation and Brand Storytelling

New Balance’s site is a masterclass in clean design and brand-forward content. Every page is optimized for both user experience and search visibility, with clear navigation, strong internal linking, and content that reinforces their identity and values.

What you can do:

• Keep your navigation simple and intuitive.
• Use internal links to guide visitors through your site and highlight key services or products.

5. Ben & Jerry’s: Leveraging Storytelling and Topical Content

Ben & Jerry’s doesn't just market ice cream—they promote causes and share stories. Their blog and social content generate backlinks, buzz, and meaningful engagement, all of which boost SEO.

What you can do:

• Tell your story! Share blog posts, behind-the-scenes content, and your business’s “why.”
• Get involved in local causes or trends—topical content often ranks well and earns shares.

Takeaway: Big Brand SEO, Small Business Impact

You don’t need a million-dollar budget to use the same strategies these big brands rely on. By focusing on strong content, user experience, keyword strategy, and consistent updates, you can dramatically improve your visibility online—just like New England’s most successful companies.

At Bay Blue Media, we help local businesses implement these exact strategies—tailored for your budget, your audience, and your goals. Whether you need help with SEO basics or want to scale your digital presence, we’re here to bring big-brand strategy to small-business growth.

FREE SEO CHECKLIST - Download your complimentary business SEO checklist