Digital Vikingz
Our glazier SEO case study follows an Australian glazier specialising in custom shower screens through the six-month semantic SEO program Digital Vikingz ran from November 2025 to April 2026. Google clicks rose 42%, from 1.12k in the program window to 1.59k in the six months after it. Buyer guides and product pages carried most of the gain, and branded clicks made up a small part of it.
Results at a glance
| Metric | Program window | Six months after | Change |
|---|---|---|---|
| Clicks, all queries | 1.12k | 1.59k | +42% |
| Impressions, all queries | 168k | 201k | +20% |
| Average CTR | 0.7% | 0.8% | +0.1 points |
| Safety glass standards guide, clicks | 11 | 121 | +1,000% |
| Gym mirror product page, clicks | 6 | 46 | +667% |
| Sliding vs pivot shower screens guide, clicks | 0 | 50 | New after the program |
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 shower screen glazier's site earned about 3 to 12 Google clicks a day through 2025 and early 2026. Daily impressions fell from about 1.3k in July and August 2025 to about 650 from mid-September 2025. The drop came before the program and matches Google's mid-September 2025 change in how results are counted.
Shower screen buyer questions showed demand in the program window that the site did not yet win. The frameless vs semi-frameless shower screens guide showed 10,980 times in the program window. The guide turned those impressions into 54 clicks.
What we did
The four layers of the glazier SEO program are listed below:
- Technical SEO fixes. We fixed technical SEO issues so search engines crawl and index the glazier's pages cleanly.
- A topical map and new content. We built a topical map with custom shower screens as the central entity and the questions buyers search before they order as its subtopics, and wrote new content, each piece from a content brief.
- Rewrites of existing pages. We rewrote existing product, suburb and town pages so each page answers the queries the topical map assigns to it.
- Internal links and schema. We linked guides, product pages and local pages along the topical map and added schema markup that describes the business and its pages.
What changed in Google Search
Daily clicks for the glazier reached about 8 to 16 on most days from May 2026. Impressions began rising in January 2026, inside the program window, so the program window already holds part of the impression gain. Daily impressions reached about 900 to 1.1k from March to November 2026.
A buyer guide carried the largest page gain in clicks. The safety glass standards guide grew from 11 to 121 clicks between the two windows. The same guide's impressions grew from 1,117 to 8,102.
The other pages with click gains are listed below, one of them a later result of the content layer that first showed in Google after the program window:
- Diamond-entry shower screen page: 117 to 160 clicks.
- Sliding vs pivot shower screens guide, new in the six months after: 0 to 50 clicks.
- Gym mirror product page: 6 to 46 clicks.
- Shower screen trends guide: 3 to 26 clicks.
- Builder-grade shower screens guide: 1 to 22 clicks.
- Shower screen measuring guide: 16 to 27 clicks.
The homepage grew from 385 to 470 clicks. The custom splashback page grew from 2 to 13 clicks.
Some suburb and town pages gained on a smaller scale. One suburb page grew from 12 to 28 clicks. A shower screen town page grew from 4 to 19 clicks.
A product query grew over the same windows. The query "diamond shower screen" went from 5 to 18 clicks.
Mirror and comparison queries grew as well. The query "gym mirrors" went from 0 to 6 clicks, and "gym mirrors [city]" did the same. A search comparing frameless and semi-frameless shower screens went from 0 to 5 clicks in one word order.
Branded queries carried a small part of the gain. The business name query grew from 90 to 120 clicks between the two windows. The branded rise is a small part of the total gain of about 470 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 a level, not a change.
The Generative AI features report counted 14.3k impressions for the glazier's pages between 18 May and 10 Nov 2026. Daily impressions rose from about 40 to 90 in late May and June 2026 to about 60 to 125 from July to November 2026, with a weekday and weekend pattern.
The five pages most shown in Google AI features are listed below:
- Frameless vs semi-frameless shower screens guide: 4,561 impressions.
- Safety glass standards guide: 2,871 impressions.
- Diamond-entry shower screen page: 864 impressions.
- Sliding vs pivot shower screens guide: 829 impressions.
- Homepage: 454 impressions.
Buyer guides hold six of the ten most shown pages.
What did not move
The limits of the shower screen glazier results are listed below:
- Average position. Average position stayed flat, at 24.2 in the program window and 25.1 in the six months after.
- The comparison guide's impressions. Impressions for the frameless vs semi-frameless guide fell from 10,980 to 8,344 between the two windows. The guide's clicks grew from 54 to 74 over the same windows. Both word orders of the comparison search also lost average position.
- A "near me" search. The query "shower screens near me" fell from 9 to 6 clicks between the two windows.
- Some local pages. One suburb page fell from 18 to 9 clicks. One town page fell from 27 to 15 clicks. The same town page's impressions fell from 14,794 to 2,765.
- An older service URL. An older custom shower screen service URL fell from 11 clicks to none, with no impressions in the six months after.
- Reporting change and season. The mid-September 2025 drop in impressions came before the program. The two windows sit in different seasons, and the data starts in July 2025, which leaves no earlier year to separate seasonal demand from the program.
- AI search baseline. The Generative AI features report holds no data before May 2026.
What this means for your business
The points a glazier or shower screen business can act on are listed below:
- Write a guide for each question buyers ask before they request a quote. Buyer guides held the largest click gain, which made them the center of SEO for shower screen companies in this case. Each guide starts from what a content brief holds.
- Give each product line its own page. Gym mirror and splashback pages gained clicks alongside the shower screen pages.
- Review suburb and town pages as one set. Some local pages gained clicks and others lost them, so SEO for glaziers ties each local page to the guides and products it serves. Our approach to semantic SEO for local service businesses plans those pages as one network.
- 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.
Local SEO for glass companies, as part of home improvement SEO, rests on guides, product pages and local pages that each answer one group of queries. Digital Vikingz plans and writes those pages through Semantic Content Writing.
