Digital Vikingz
Our kitchen renovation SEO case study follows a family-owned Australian custom kitchen maker, with service pages for nearby towns, project pages and kitchen planning guides, through the six-month semantic SEO program Digital Vikingz ran from November 2025 to April 2026. Google clicks rose 141%, from 1.25k in the program window to 3.01k in the six months after it. Kitchen planning and comparison guides carried the gain, while branded clicks stayed flat.
Results at a glance
| Metric | Program window | Six months after | Change |
|---|---|---|---|
| Clicks, all queries | 1.25k | 3.01k | +141% |
| Impressions, all queries | 41.4k | 162k | +291% |
| Average CTR | 3% | 1.9% | -1.1 points |
| Island bench sizing guide, clicks | 67 | 1,056 | +1,476% |
| Stone vs laminate benchtops guide, clicks | 0 | 447 | New after the program |
| Custom vs flat-pack kitchens cost guide, clicks | 12 | 129 | +975% |
The program window column covers the six-month program, 11 Nov 2025 to 11 May 2026, and the six months after column covers 12 May to 10 Nov 2026, both read in Google Search Console (Search type Web) on 13 November 2026.
The starting point
The custom kitchen maker's site earned about 5 to 10 Google clicks a day before its rise began. The 16-month Search Console chart shows that level from July 2025, when its data starts, through March 2026. Daily impressions sat at about 200 over the same months.
Kitchen planning questions showed demand in the program window that the site did not yet win. The island bench sizing guide showed 4,791 times in the program window. The guide turned those impressions into 67 clicks.
Cost questions showed the same gap. The custom kitchen cost guide showed 1,023 times in the program window. The same guide earned 5 clicks in that window.
What we did
The four layers of the kitchen maker SEO program are listed below:
- Technical SEO fixes. We fixed technical SEO issues so search engines crawl and index the kitchen maker's pages cleanly.
- A topical map with kitchen planning and comparison guides. We built a topical map with custom kitchens as the central entity and the planning questions buyers search, from island sizes and bench heights to benchtop materials and costs, as its subtopics, and wrote new guides, each from a content brief.
- Rewrites of existing service and town pages. We rewrote the existing service pages and town pages so each page answers the queries the topical map assigns to it.
- Internal links and schema. We linked the planning guides to the service pages they support and added schema markup that describes the business and its pages.
What changed in Google Search
Daily clicks for the kitchen maker moved to a higher level from April 2026 and kept rising. Daily clicks sat at about 5 to 10 until March 2026. Daily clicks reached about 15 to 30 from August 2026.
Daily impressions grew faster, to about 1.2k to 1.8k a day in October and November 2026. The rise began in April 2026, so the program window already holds its first weeks.
Kitchen planning and comparison guides carried the click gain. The island bench sizing guide grew from 67 to 1,056 clicks between the two windows. The same guide's impressions grew from 4,791 to 74,427.
The other guides with large click gains are listed below, two of them later results of the guide layer that first showed in Google after the program window:
- Stone vs laminate benchtops guide, new in the six months after: 0 to 447 clicks.
- Custom vs flat-pack kitchens cost guide: 12 to 129 clicks.
- Standard bench height guide, new in the six months after: 0 to 47 clicks.
- Custom kitchen cost guide: 5 to 48 clicks.
Service pages gained on a smaller scale. A joinery service page for one town grew from 2 to 29 clicks. The built-in wardrobes page, first shown in Google after the program window, went from 0 to 21 clicks.
Island queries grew over the same windows. The query "kitchen island" went from 0 to 11 clicks. The query "kitchen island bench" showed the site 3,816 times in the six months after, against a single impression in the program window.
Benchtop comparison queries grew as well. A search comparing laminate and stone benchtops went from 0 to 12 clicks. A price search on the same two materials went from 0 to 9 clicks.
Branded queries did not carry the gain. Searches for the business name and its misspellings stayed flat between the two windows. The largest branded query moved from about 336 to 278 clicks.
What changed in AI search
Google Search Console's Generative AI features report, in beta, is the only AI visibility source in this case, and Bing data is not part of it. The report starts in May 2026, after the program ended, so its figures show where the kitchen maker stood after the program, not a change.
The Generative AI features report counted 32.7k impressions for the kitchen maker's pages between 18 May and 10 Nov 2026. Daily impressions stood at about 60 in late May 2026. Daily impressions reached about 300 to 375 in early November 2026.
The same planning and comparison guides led the report. The island bench sizing guide was shown 17,091 times. The stone vs laminate benchtops guide was shown 7,882 times, ahead of the cost, flat-pack and bench height guides.
What did not move
The limits of the kitchen maker results are listed below:
- Click-through rate. Average CTR fell from 3% to 1.9%, because impressions grew faster than clicks.
- Branded clicks. Searches for the business name and its misspellings stayed flat, so the gain came from people who did not search for the kitchen maker by name.
- Pages that lost clicks. A second URL for the homepage fell from 497 to 439 clicks. A town page fell from 51 to 37 clicks. The areas of service page fell from 6 to 3 clicks.
- Average position. Average position moved from 15.8 to 11.5. We do not treat that figure as a headline result, since one average blends every query the site appears for.
- AI search baseline. The Generative AI features report holds no data before May 2026.
- Season. The program window covers November to May and the six months after cover May to November, so the two windows sit in different seasons. The data read for this case starts in July 2025, which leaves no earlier year to separate seasonal demand from the program.
What this means for your business
The points a kitchen, cabinetry or joinery business can act on are listed below:
- Write a guide for each planning question buyers ask before they call. Island sizes, bench heights, benchtop materials and kitchen costs drove most of the click gain, which made planning guides the center of SEO for kitchen companies in this case.
- Compare the options buyers weigh. Stone vs laminate and custom vs flat-pack guides both gained clicks here, and each comparison earns its place through the information gain it adds over the pages already ranking.
- Link guides to the service pages they support. Service and town pages gained less than the guides in this case, so SEO for cabinet makers needs internal links from each guide to the service that builds the kitchen. Our approach to semantic SEO for local service businesses plans guides, service pages and town pages as one local business content strategy.
- Record an AI search baseline before the work starts. The AI report in this case begins after the program, so it shows a level, not a change.
Home improvement SEO for a custom kitchen maker rests on planning guides and service pages that each answer one group of queries, written from a content brief. Digital Vikingz plans and writes those pages through Semantic Content Writing.
