Why we chose B Corp™ as an SEO Agency and what it means day-to-day
Editor’s note: Our MD, Jenny Ovens, recently discussed this topic on Growth Catalysts’ podcast, B Corp or Be Scrapped?.
When we founded Blue Array in 2015, we knew that doing great SEO would only ever be part of the equation. What mattered most to us was how we did it: the people, the process, the values. So when we became certified as a B Corporation™ in August 2022, that was never meant to be a static milestone – it was a declaration about how we aspire to run every day. Here’s why we took that step, what it required, and how it shows up for our team, our clients, and our wider mission.
Our journey to becoming a B Corp
Becoming certified was a rigorous and time-consuming process. It really held us accountable and identified the areas we could further improve. Here’s how the process unfolded, and what we had to do:
Assessment & Internal Audit
We started by completing the B Impact™ Assessment. That meant collecting evidence ranging from HR policies and workplace benefits to environmental practices to supplier relationships. What was strong already, yes – but some areas required more attention.
Defining Improvements
Based on the assessment, we identified areas for improvement and set specific goals within the portal to keep us on track and accountable. For example, increasing the percentage of revenue donated, reviewing team paid time off holistically, and changing to green energy usage.
Operationalising Changes
This wasn’t just about writing policies, but embedding change into our business. That meant setting up panels (e.g. DE&I, Sustainability), introducing processes for measuring impact, adjusting supplier and partner practices, and integrating values into recruitment, decision-making, and client work. Because certification requires not just committing, but practising.
Public Accountability & Reporting
Transparency is central to certification. We publish annual impact reports, measure our performance, and are part of the global B Corp directory. Stakeholders like our team, clients, and community can see what we’ve done, where we lag, and what we plan to improve. Check out our 2024 Annual Impact Report.
Our B Impact Score and what it tells us
On certification, we achieved an overall B Impact Score of 82.5. Scores for each impact area can be viewed on the official B Corporation site.
We are currently in the final stages of recertification, a mandatory 3-year cycle that we started back in February 2025. Our newly verified score is pending; however, our ongoing self-assessment shows a marked improvement since initial certification — provisionally 91.9.
Something we’re incredibly proud of, demonstrating our continued commitment to the triple bottom line: planet and people ahead of profit.
*Overall self-assessed score and benchmarks against country & sector.
B Lab™ has continually updated its requirements to reflect evolving expectations. In 2025, new B Corp standards are being introduced in many markets, emphasising climate action, human rights, equity, and DE&I more strongly. This means we have new criteria to meet across the board, strengthening the robustness of the certification.
What it means Day-to-Day at Blue Array
Becoming a B Corp isn’t a “stamp, one and done” thing. Here’s how the certification affects our daily operations, culture, and relationships with clients.
Culture & Team
We have panels (e.g. DE&I, Sustainability) that meet regularly and drive both strategic change and everyday micro-changes (e.g. in how we recruit, how inclusive our hiring process is, internal awareness).
Policies around welfare, training, feedback, inclusive practices, and remote/hybrid work are more than “nice to have.” They are seen as essential to how we retain, motivate, and grow our people.
Client Work & Strategic Thinking
We design strategies with sustainability in mind. That means choosing tactics and partners that align with us ethically, avoiding tactics that may deliver quick wins but pose ethical or reputational risks.
When we report on results, we emphasise not only metrics like rankings or traffic, but long-term health: content that stays useful, maintainable sites, and practices that build trust.
Operations, Environment & Governance
Environmental impact isn’t an afterthought. We offset carbon emissions from events we run, and as a remote-first business, we’ve reduced emissions from a daily commute.
Governance decisions involve considering stakeholder impact: team, clients, suppliers, community, environment — not just shareholders or profit.
Community & Industry Engagement
We invest time and resources in free education, meetups, and sharing knowledge. For example, Blue Array hosts LondonSEO Meetup events, with many tickets donated or offered free to underrepresented groups, along with thousands of users across the globe accessing our award-winning academy.
In 2024, we ran a Summer School, providing free and equitable access to our certified SEO Manager course via The Blue Array Academy. Our target was 50 scholarships. We received 503 incredible applications between July and August, and decided to award a total of 85 scholarships across 37 different countries.
We donate and support charitable causes, plant trees via Ecologi and engage in industry initiatives that support underrepresented groups. We have provided training, mentorship and equipment to organisations such as The Freelance Coalition for Developing Countries (The FCDC) and Women in Tech SEO. More information can be found on our B Corp page.
What it means for our Clients, Partners & Prospective Clients
You might be asking: “This is great — values matter — but how does this affect me when I work with Blue Array, or when I choose whether to partner with a B Corp?”
For brands seeking an ethical SEO agency, B Corp™ Certification verifies that they’re working with a company meeting standards for social and environmental performance, transparency and accountability. Here’s what we believe it means in practical terms.
| Benefit | Why it matters |
| Trust & Risk Mitigation | Knowing an agency is B Corp™ certified means you’re working with a company verified as meeting standards for social and environmental performance, transparency and accountability.
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| Long-Term Focus | As B Lab’s standards evolve over time, we continue to review and improve how we operate. For us, that means strategies tend to be forward-looking. You are less likely to be sold short-term quick wins that later backfire (e.g. poor content, thin best practices, risk of being penalised by algorithm updates).
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| Value Alignment | Especially if your own brand or leadership is values-led (CSR, ESG, sustainability, diversity), working with a B Corp aligns your supply chain/vendor relationships with your stated principles. That can amplify your message and build trust with customers, employees, and investors.
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| Motivated Talent | Agencies that emphasise impact tend to attract and retain people who care. That often means higher quality, more innovation, focus on details, and better collaboration. This filters through into the work you receive.
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| Transparency & Accountability | We are more likely to be open about what we can or cannot do, clearer in contracts, honest about what we measure, report, and improve.
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Challenges & Trade-Offs – Because it’s not always easy
To be transparent, this path isn’t without its costs or challenges. Here are some we’ve navigated:
- Resource Investment: Time, money, and effort went into documentation, auditing, and process changes. It can feel like “extra work” when you’re busy delivering client projects.
- Ongoing Improvement Demand: The world moves (standards change, stakeholder expectations evolve, environmental regulation shifts). What was “good enough” two years ago might not be now. We must stay vigilant, and whilst this is a company-wide initiative, you must have someone championing it.
- Balancing Speed vs Values: Sometimes an urgent client request might lean toward shortcuts — we have to push back if something conflicts with our values, even if that means negotiating scope or timelines.
- Communication & Expectations: Clients, partners, and even team members sometimes misunderstand what B Corp means, perceiving it as “greenwashing” or simply marketing. Part of the work is educating and being clear about what we do, what we don’t do, and why.
Considering joining the B Corp movement? Here are my top 5 tips
- Ensure senior leadership buy-in — you’ll need them on board for governance, ongoing resource commitment, and to embed values across your organisation.
- Connect to your existing company KPIs and incentive schemes to see real traction and progress in a meaningful way.
- Many hands make light work! It’s a robust process that takes more time than you think. Use the portal and update as you go along. The more people that access and update, the better – you can share the load and fully embed throughout the team.
- Find the people within your business who have a real passion for each impact area, or those with experience in managing an audited certification process. My prior experience with ISO9001:15 standards provided invaluable insight.
- Lastly, remember to celebrate the small wins along the way. It’s a long process and a long-term commitment, so ensure you and the team have fun along the way!
“We wanted to prove we could run a successful search-first agency while also being a values-led, sustainable business – becoming a B Corp SEO & GEO agency allowed us to do just that.” — Simon Schnieders, Founder & CEO
Conclusion: Why it’s more than a label
B Corp is sometimes taken as shorthand: “Oh, they’re ethical/sustainable/decent.” But for us, it isn’t that. It’s a commitment. A framework that forces us to be better, not just talk about being better.
More importantly, it’s a promise we make to our team, to our clients, and to ourselves: that we will try to use our SEO skills not just to drive traffic and rankings, but to contribute positively — to people, planet, and industry.
“Blue Array’s mission is to elevate our people, customers and industry through organic search and use our business to positively influence a better world.”
If you’re considering working with Blue Array, an ethical Search Everywhere agency, or choosing a different agency, we hope this gives you a clearer sense of what we stand for – and what everyday practice looks like when values are built in, not tacked on. Contact us today to learn more about how we work and how we can help you.
Interested to learn more? Connect with us on LinkedIn to carry on the conversation!
Jenny Ovens
Jenny is the Managing Director here at Blue Array, focussing on the culture and operations of the agency. With 25+ years of experience across varying sectors, her passion lies in helping businesses embed purpose into profit. When not dissecting business models she volunteers as a board advisor and secretary for a local, grassroots football team - as well as completing a Masters Degree.