From 1,469 Irrelevant Keywords to a 275% Increase in Calls

A bespoke kitchen and bathroom studio looked busy in Search Console, but the phone was quiet. We retaught Google what the business actually sells.

ClientAmberth Kitchens and Bathrooms

WhereIslington, London

ServiceSEO Specialist

TimelineOctober 2024 to March 2026

275%

more calls from Google Business Profile (year on year)

1,600

organic clicks in 3 months

265K

impressions in 3 months

0 to 7+

commercial keywords ranking

The situation

Amberth is a bespoke kitchen and bathroom design studio in Islington, London. At the October 2024 baseline, the site tracked 1,469 keywords, and almost all of them were appliance product terms like “best vented hobs”. They brought impressions, but had nothing to do with the design and renovation work the business sells.

Google had decided Amberth was an appliance review site. Not one commercial keyword, like “bathroom renovation london” or “kitchen designer london”, showed up in the rankings. The site was ranking, and still invisible for everything that makes money.

Why it mattered

Google works out what a website is about from all of its content. A local service business needs Google to connect it with two things: its service and its location. Every page about something else weakens that connection, so the job was to reteach Google what Amberth does.

What we did

Rebuilt the commercial core

Fixed keyword cannibalization: the homepage was collecting 4,072 impressions at position 43 for kitchen terms because several pages competed for the same keywords. Each page got one clear keyword job.

Rewrote title tags and meta descriptions for the kitchen and bathroom pages, kept under 60 characters so nothing gets cut off.

Planned dedicated Islington pages, then strengthened the existing page layouts instead, saving the client build costs.

Turned a paid ads landing page for luxury kitchens into a page that ranks organically.

Fed Google the right signals

Reorganized the project portfolio by distance, grouping completed projects within five miles of Islington into kitchens, bathrooms and interiors, each linked to its service page.

Added internal links from blog posts sitting at positions 60 to 80 toward the commercial pages.

Built local backlinks through supplier outreach, submitted 15+ citations and distributed 5 blogs to Medium.

Google Business Profile

Coordinated photo uploads with the client’s team and scheduled monthly posts.

Ran Google Maps grid scans to benchmark local rank: Kitchen Remodeler averaging position 5 and Bathroom position 10.

The results

By January to February 2026, the site started ranking for its money terms for the first time. None of these were visible at the baseline:

Keyword	Monthly volume	Position
bespoke kitchen	varies	8
bespoke kitchens near me	varies	11
bathroom london	150	32
bathroom renovation london	700	36
bathroom designers london	250	39
kitchen design london	300	46

Manual checks in February 2026 showed local terms moving too: “bespoke bathrooms near me” at position 2, “bathroom remodeler” at 5 and “bathroom fitter islington” at 8.

The number the client cares about: in March 2026, calls made directly from the Google Business Profile reached 15, a 275% increase on March 2025. And for the first time, the top search term people used to find the profile changed from the brand name to “bathroom”. People who had never heard of Amberth were now finding it.