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SEO And AI Search Case Study
Appliance Repairs Bristol: from invisible to market leader
Appliance Repairs Bristol Ltd arrived with a familiar problem for a local service business. The website existed, but it was not built around the questions customers were actually typing into Google, and the phone was not ringing because of it.
Eighteen months of content-led SEO later, the business holds 52 keywords in Google's top three positions, takes 705 organic clicks a month, and is being cited by ChatGPT, Gemini and Google's AI Overviews, where six months earlier it did not appear at all.
The Starting Point
Invisible on Google, invisible on AI
The site existed, but it was not structured around the questions customers were actually asking, and there was almost no supporting content beyond the core service pages. For a local service business, that is the difference between being found and being lucky.
The average Google position was 10.7. In practice that meant sitting at the bottom of page one for the handful of terms it did rank for, and off the map entirely for most of the searches its customers were making. Impressions were low, clicks were lower, and enquiries came in fits and starts.
There was a second, newer problem underneath it. When we ran an AI visibility audit in February 2026, Appliance Repairs Bristol scored zero. Not low, zero. Across ChatGPT, Google AI Overviews, Google AI Mode and Gemini, the business had no mentions and no cited pages at all.
That matters more every month. A growing share of customers now start with a question to an AI tool rather than a search box, and a business with no presence there is invisible to all of them, regardless of how it ranks in the traditional results.
The Numbers
Where the campaign started and where it is now
Four measures, taken from Google Search Console and our AI visibility tracking, comparing the position at the start of the campaign against the most recent reporting period.
| Metric | Before redesign | After optimisation |
|---|---|---|
| Google visibility | Average position 10.7, thin content, minimal ranking presence | 52 keywords ranking in Google's top 3 positions |
| Organic performance | Low, inconsistent clicks and impressions | 705 monthly clicks, up 26 percent, and 125,000 monthly impressions, up 47 percent |
| AI search visibility | Zero mentions and zero cited pages across every major AI platform | AI visibility score of 14, with 40 pages now cited across ChatGPT, Google AI Overviews, Google AI Mode and Gemini |
| Market position | One of several small, similarly sized local competitors | Clear market leader in Bristol for appliance repair searches, well ahead of the nearest competitor on both keywords and traffic |
The Strategy
Content built to be found by Google and by AI
There was no separate “AI SEO” workstream, and no budget set aside for one. Building genuinely useful, specific, well-structured content that answers real customer questions did both jobs at once.
Start from the questions, not the keyword list
We went through the enquiries the business already received and the searches people in Bristol were actually making, then built the content plan from those rather than from a generic appliance-repair keyword export. Specific questions produce specific pages, and specific pages are what both Google and the AI tools can actually use.
A page for every machine and every problem
Rather than one thin services page, the site was rebuilt around individual pages for each appliance type and each common fault. That gave Google a clear, unambiguous page to rank for every search, instead of asking one overloaded page to compete for all of them.
Cover the Bristol geography properly
Local intent was handled at the area level, so searches tied to particular parts of the city had somewhere relevant to land rather than being funnelled to a homepage that mentioned Bristol once.
Structure the content so machines can read it
Clean heading hierarchy, structured data, and answers written in complete, self-contained paragraphs. This is the part that does double duty: the same structure that helps Google understand the page is what lets ChatGPT, Gemini and AI Overviews quote it.
Publish steadily and keep publishing
The content library grew month after month rather than landing in one burst. That is why the growth curve compounds instead of spiking and falling back, and it is why the AI citations started appearing only once there was a real body of work to cite.
This is the same content-led approach we use across the trades. You can see it applied to a different sector on the Heating Oil Today case study, where a county-level hub-and-spoke structure produced 437.5 percent organic visibility growth.
The Results
Steady growth rather than a one-off spike
Top three keyword rankings held flat through most of 2025, began climbing from March 2026, and have compounded since. Organic traffic followed the same curve, from roughly 500 visitors a month to consistently over 1,300, with a further step up in August.
The most recent Google Search Console period shows the momentum clearly: 705 clicks and 125,000 impressions, up 26 percent and 47 percent respectively on the period before it.
The telling number, though, is competitive position. Measured against the other appliance repair websites competing for the same Bristol searches, Appliance Repairs Bristol now sits well clear of the field, ranking for around 580 organic keywords and generating roughly 3,800 units of organic search traffic.
The nearest genuine competitor trails at about 350 keywords, and the rest of the field is clustered below 200 each. That is not a narrow lead that a rival can close in a quarter, it is the gap that a sustained content programme opens up.
You can see the work in its finished form on the live Appliance Repairs Bristol Ltd website.
In The Client's Words
Another five-star review
We’ve been really pleased with the new website Landmark built for us and the monthly SEO work they’ve been doing. Before the new site went live, we were getting around 8 visitors a day. We’re now averaging about 28 a day, which is a 250% increase, and that’s during what is normally our quietest time of year. We’re also showing up much more often in Google, at the top of Google Business Profile searches, and we appear in ChatGPT and Gemini AI searches as the recommended business, which is exactly what we wanted. The website itself is much easier to use and feels far more professional than what we had before.
James, Appliance Repairs Bristol Ltd · Google review
The Newer Problem
Why AI visibility matters now
Six months ago this business had no presence at all in AI search. Today it has a visibility score of 14 and 40 pages being pulled into AI-generated answers across the major platforms.
That number should keep climbing as the content library grows and as the AI tools build more trust in the site as a source. But the important point is a different one.
The campaign did not need a separate strategy for AI. There was no second budget, no parallel workstream, and nothing written specifically to game an answer engine.
Building genuinely useful, specific, well-structured content that answers real customer questions did both jobs at once. It ranks on Google, and it gets cited by the tools that increasingly sit between a customer and their next search.
If you want the longer explanation of how that works in practice, our AI for small business page covers it in more detail.
What Happens Next
Ready to be found, wherever your customers are searching?
If your website is not showing up in Google, and it is not showing up when someone asks ChatGPT or Gemini for a recommendation either, you are losing those customers to competitors who are.
- Where your current site is holding you back, in plain English
- Which searches in your area you could realistically win
- What that costs, as a fixed monthly fee agreed before any work starts
Book a free, no-obligation consultation and we will show you exactly what is happening. You keep the findings either way.
Book a Free ConsultationCall 01483 323260 or email studio@webdesignsurrey.net
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