W-01 · Central London repair counter case study
A busy walk-in repair counter in central London was ranking well and converting almost nobody. The problem was plumbing, not visibility.
The short answer
The shop ranked near the top of Google for its main terms but earned a 0.4% click rate, because 97% of its impressions pointed at a dead http address. AiS LABZ fixed the address, metadata, schema and booking path. Within weeks the shop held #1 for “iPhone screen repair London” and 15 of 25 tracked terms on page one.
What was in the way?
- 97% of impressions went to an old http address. 15,060 of 15,472 in 28 days.
- Average position 3.8, click rate 0.4%. “Screen replacement” drew 7,564 impressions at position 2.2 and no clicks.
- 9 of 14 pages had no H1. Alt text covered 60% of images.
- Eight live pages left over from an agency template, plus a 10 MB homepage with a 4K hero video.
- No analytics, no redirects, and a Business Profile phone number that didn't match the site.
What changed?
- #1 for “iPhone screen repair London” and “Data recovery London” (up from #7).
- “iPhone repair London” from #14 to #2.5 average position.
- Impressions up 28% month on month, 15,159 to 19,376.
- Blog appearances in Google from 4 to 3,465 in six weeks.
- Site audit score 52 to 77 / 100 in two days of fixes.
- 5.0 ★ from 127 Google reviews, now tied to the correct profile number.
How did we do it?
The same four-phase method on every engagement: diagnose, model, build, compound.
Diagnose
Full crawl, Search Console review and a 25-term keyword map. One constraint named: Google was sending searchers to the wrong address.
Model
A 90-day plan in three phases: close the leak, take the neighbourhood, build depth.
Build
New titles and meta on all 14 pages, H1s site-wide, LocalBusiness, Service, FAQPage and BreadcrumbList schema on 9 pages, the site's first 301 redirects, a sitemap cut from 147 to 71 clean URLs, GA4 with 4 conversion events, and a booking pop-up behind every repair CTA.
Compound
Weekly SEO runs, weekly bug audits, a monthly report, and 132 logged link placements since March 2026.
Who did we work with?
What happens next?
Phase two takes the neighbourhood: area pages in the surrounding neighbourhoods, and review velocity on the Business Profile.
Common questions
The address fix took effect within days: 100% of impressions moved to the correct HTTPS URL by 1 September. Ranking gains on money terms showed inside the first month.
Pointing Google at the right address. Ranking well on a dead URL sends almost no clicks, so every other improvement depended on it.
No. The platform stayed. We fixed metadata, schema, redirects, page weight and the booking path on the existing build.
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