Edit Bathrooms: from invisible to named in Google AI Overviews in under 6 months

How ITYPE Design helped an Essex bathroom showroom grow from 2 to 31 ranking keywords, double its Google Business Profile interactions and earn a place in Google’s AI answers.

+1,450%

Ranking keywords

2 → 31 keywords

+305%

Phone number clicks from Google

158 clicks · year on year

+110%

Business Profile interactions

470 calls, clicks & directions

7

Local Google AI Overviews featuring Edit Bathrooms

Up from 0 · plus ChatGPT, Gemini & Perplexity

Edit Bathrooms, Leigh-on-Sea, Essex

Edit Bathrooms is a luxury bathroom design, supply and installation company with a walk-in showroom at 193 Leigh Road, Leigh-on-Sea. With 20 years of experience, more than 200 completed projects and an in-house fitting team, they create bespoke bathrooms using 3D design for homes across Leigh-on-Sea, Southend-on-Sea, Westcliff-on-Sea, Rayleigh and south Essex.

Their Google reviews held a perfect 5.0, but online, almost nobody could find them.

Turn a great local reputation into local search visibility

Edit Bathrooms partnered with ITYPE Design to make sure that when homeowners in south Essex search for a bathroom company, they find Edit Bathrooms. The goals were to:

Rank the website for "bathroom + town" searches across Leigh-on-Sea, Southend-on-Sea, Westcliff-on-Sea and Rayleigh
Get more calls, website clicks and showroom visits from the Google Business Profile
Get Edit Bathrooms named in Google AI Overviews and AI tools like ChatGPT
Build the site's authority so rankings keep growing after the campaign

A crowded local market and a website starting from zero

When the campaign started in April 2026, Semrush (UK) showed these issues:

1. Almost no organic visibility: The site ranked for just 2 keywords and received zero organic traffic.

2.Weak authority: An Authority Score of 4 and 75 referring domains, mostly low relevance.

3. Invisible in AI search: No mentions or citations in ChatGPT, Google AI Overviews, AI Mode or Gemini.

4. Strong competition: Established showrooms on London Road, national fitters, and directories like Checkatrade and MyBuilder held page one.

5. No clear location signals: Search engines had little to connect the brand to the towns and services it covers.

Homeowners now ask Google and AI tools questions like “bathroom fitter near me Leigh-on-Sea” and get a short list of named companies. If a business isn’t on that list, it doesn’t get the call.

Five signals Google and AI tools use to pick a local business

We treated local SEO and AI search as one job: make Google and AI tools certain who Edit Bathrooms is, where they are and what they do.

01 Technical and on-page optimisation

02 Dedicated pages for each town

03 Google Business Profile Optimisation

04 Local and industry link building

05 Content that answers buyer questions

From 2 keywords to 31 in 172 days

Here’s how Edit Bathrooms’ search visibility grew between 9 April and 28 September 2026, across organic search, Google Business Profile and AI search.

1. Organic search (Semrush, UK)

+1,450%

Increase in ranking keywords

2 → 31 keywords

0 → 92

Monthly organic visits

17% traffic share

+77%

Increase in referring domains

75 → 133

+82%

Increase in backlinks

123 → 224

Before · 9 Apr 2026

Authority Score 4, 2 keywords, zero organic traffic and zero AI visibility.

After · 28 Sep 2026

31 keywords, 92 organic visits, 133 referring domains and 2 AI-cited pages.

Where the 31 keywords rank today

With 17 keywords sitting in positions 11–50, the next phase is pushing those onto page one.

2. Google Business Profile (May–Sep 2026 vs 2025)

The same pages also climbed in Bing, which powers search in Microsoft Edge, Windows and Copilot.

+109.8%

Increase in Business Profile interactions

470 calls, clicks and direction requests

+305.1%

Increase in website clicks

158 clicks from the profile to editbathrooms.co.uk

+28.1%

Increase in direction requests

237 people asked for directions to the showroom

61

Phone calls from the profile

September was the busiest month

14

Chat clicks from the profile

May–Sep 2026

Source: Google Business Profile Performance. Google showed no year-on-year comparison for calls and chat clicks.

3. Google AI Overviews

0 → 7

Local AI Overviews featuring Edit Bathrooms

Across Leigh, Westcliff and Southend

0 → 2

Pages cited by AI tools

ChatGPT and Google AI Mode

"BATHROOM RENOVATION PROJECT LEIGH-ON-SEA"

Recommended first, with two Edit Bathrooms pages in the source panel.

"BATHROOM RENOVATION PROJECT LEIGH-ON-SEA"

Named with its address, and ranking in the organic results on the same page.

"BATHROOM FITTER NEAR ME LEIGH-ON-SEA"

Listed among the top-rated local fitters.

"BATHROOM FITTER NEAR ME LEIGH-ON-SEA"

Listed among the top-rated local fitters.

"BATHROOM DESIGN WESTCLIFF-ON-SEA"

Recommended for searches in a neighbouring town too.

"LOCAL BATHROOM COMPANY LEIGH-ON-SEA"

An Edit Bathrooms page is the first source Google shows.

"BATHROOM DESIGNS FOR SMALL SOUTHEND-ON-SEA"

Named in the answer, with two pages cited for Southend.

4. AI assistants: ChatGPT, AI Mode, Gemini and Perplexity

4 of 4

AI assistants recommend Edit Bathrooms

for “bathroom fitter near me Leigh-on-Sea”

Homeowners don’t only use Google any more. We asked the same question in ChatGPT, Google AI Mode, Gemini and Perplexity, and every one listed Edit Bathrooms. Google AI Mode named it the top choice, and Gemini and Perplexity quoted the correct address, phone number and services.

ChatGPT

Edit Bathrooms is the first business shown on ChatGPT's map, with a 5.0 rating.

GEMINI

Listed first, with address, phone number and services taken from the website.

GOOGLE AI MODE

Named "Top Choice for Full Projects", pinned on the map and listed in the sources panel.

PERPLEXITY

First row of the comparison table, citing editbathrooms.co.uk for its 3D design and installation services.

Visibility that turns into enquiries

By combining on-page optimisation, town-specific pages, Google Business Profile work, relevant links and question-led content, Edit Bathrooms went from invisible to a name Google recommends. In under six months the site grew from 2 to 31 ranking keywords, website clicks from the Business Profile rose 305%, Google’s AI Overviews feature the brand for 7 local searches, and ChatGPT, Google AI Mode, Gemini and Perplexity all recommend it to homeowners looking for a local bathroom fitter.

The same approach gives any local service business a repeatable way to grow into new towns and services.

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