The challenge
SnowKitchen is a commercial kitchen equipment maintenance and repair company in Abu Dhabi. The website looked fine on the surface but was invisible on Google. The audit told the story: crawl errors everywhere, no useful internal linking — no hub-and-spoke model — and not a single page covering the areas they actually served.
- Ranking nowhere for "kitchen equipment maintenance in Abu Dhabi" — their highest-value keyword
- Technical errors blocking Google from crawling and understanding the site
- No location coverage, no content strategy, no schema
The strategy
- Stabilize the foundation. Fix crawl errors, clean up indexing, and repair the site's technical base before anything else.
- Rebuild the architecture. Hub-and-spoke internal linking: service hub, spokes for every service and location.
- Launch location coverage. Location pages targeting the areas SnowKitchen serves across Abu Dhabi.
- Iterate on data. Weekly Search Console reviews to double down on the queries that started moving.
Execution timeline
Month 1 — Audit & stabilization
Deep technical audit and cleanup. Crawl stabilized, index cleaned, and the foundation set for the architecture work.
Month 2 — Architecture & location launch
Hub-and-spoke structure went live with location pages and rebuilt internal linking. Google started re-crawling and re-ranking the site.
Month 3 — Rankings & AI visibility
#1 position achieved for the primary keyword. Clicks up 119%, impressions up 30% — and the business started appearing in Google's AI Overview for service queries.
Proof of results
#1 organic ranking for "kitchen equipment maintenance in Abu Dhabi" — snowkitchen.ae
Google Search Console — 3-month comparison: +119% clicks
Google Search Console — 6-month comparison: growth that compounds
Google AI Overview citing SnowKitchen — AI/AEO visibility, the new frontier of local SEO
The client's words
"The site was a mess technically. Once structure and location pages were in place, the enquiries started coming in every single day."
— Client, SnowKitchen · Abu Dhabi, UAE