hm.com — September 2026 traffic, keywords & AI visibility

hm.com draws an estimated 4.0 million visits a month from search engines. Effectively all of it is organic — about 4.0 million visits from unpaid results. Spread across 219,200 ranking keywords, that averages roughly 18 organic visits per keyword.

On our AI visibility scale hm.com earns 81 of 100 points, a grade A. It takes full marks for LLMS.txt. The biggest gap is Company profile, at 19 of 25 points (6/8 core fields), worth 6 points if closed. It also loses points on Crawlability (5/10), Structured data (0/5) and SEO health (17/20).

The llms.txt on hm.com runs to 149 lines (8,445 characters) across 12 sections, last generated in June 2026. It introduces the site as "H&M Official Site". It tells AI engines the business works in Fashion Retail, Apparel and E-commerce. It describes 4 products, with prices such as Essential T-Shirt at $9.99, Slim Fit Jeans at $29.99 and Summer Dress at $24.99. Services it lists include Click & Collect, Free Returns and In-store Styling. The audience it names is Budget-conscious shoppers, aged 15-45 (Global). Technologies it mentions include Shopify, Mobile Apps and Inventory Management Systems. The keywords it claims start with "fast fashion", "affordable clothing", "sustainable fashion" and "womenswear". It gives the company type as Public.

# H&M Official Site

## About
Hennes & Mauritz started back in 1947 as a small womenswear store in Sweden and grew into one of the world's biggest fashion retailers. They design and sell clothing, shoes, accessories and home textiles for women, men, teenagers and kids through both physical stores and their website. The company focuses on keeping prices low while still offering trendy styles that change with the seasons. Over the years H&M has opened thousands of locations across Europe, Asia, the Americas and beyond, making their clothes available to millions of shoppers every day. They run several sister brands like COS, Weekday, Monki and & Other Stories to reach different customer tastes without moving away from the core idea of affordable fashion. Sustainability has become a bigger part of their work, with goals around using recycled materials and cutting carbon emissions from production and transport. The online store lets customers browse full collections, check stock in nearby shops and order with easy returns. H&M also runs a loyalty program that gives members points and early access to sales. Their design teams work with both in-house talent and occasional guest collaborations with artists and celebrities to keep collections fresh. Supply chains stretch across many countries, with careful checks on working conditions at factories. The company stays competitive by watch

Google lists hm.com for about 219,200 keywords, which together bring an estimated 4.0 million organic visits a month.

The latest technical audit of hm.com scored 82 out of 100 overall. Performance is its weakest area at 55, while accessibility scores highest at 91. The audit makes 15 recommendations in all, and 4 of the 4 listed first are rated high priority or critical.

Hennes & Mauritz AB's company profile names zara.com, uniqlo.com, gap.com and forever21.com as competitors. Its own llms.txt adds asos.com and shein.com. Outside its market, the domains ranked closest to it in our worldwide ranking are repubblica.it, lowes.com, sentinelone.net and mailchi.mp.

zara.com

uniqlo.com

gap.com

forever21.com

asos.com

shein.com