It’s been a pleasure working with the team at Ink. Charlie, our Account Manager, has a strong understanding of the nature of our business and gives thoughtful, strategic answers to every question I send his way. They communicate clearly at all levels, collaborate well with our other agency partners, and feel like a true extension of our team. Early results have been positive, and we’re confident in the long-term plan.
Dishoom is a much-loved British restaurant group inspired by Bombay’s Irani cafés. Already strong on branded demand, they wanted to capture high-intent non-branded searches (e.g., “Indian restaurant London”), strengthen local discovery across every café, and fast-track authority for new openings, without diluting brand experience or operational focus. They had the right product; they needed an SEO partner to unlock full search reach.
Shift from branded clicks to consistent non-branded growth by identifying invisible or underperforming themes – cuisines (halal, vegan, vegetarian) and events (birthday, Diwali, Iftar) – and map them to new or improved landing pages with clear search intent coverage.
Fully optimise every Google Business Profile with cuisine, accessibility and feature data to drive maps visibility, walk-ins and bookings for “near me” and location queries across London, Manchester, Edinburgh and beyond.
Triage and fix priority technical issues, expand structured data, and deploy targeted link-building to location and category pages, especially for competitive hubs and new sites like Portobello, to move up the most contested SERPs.
We began with full-funnel keyword research and a sitemap that agreed 3,000 new keyword targets across Dishoom and Permit Room, plus metadata updates for every existing page and 100+ new pages to cover cuisines, features and events. In parallel, we ran a technical audit and schema expansion, executed competitor analysis (21+ metrics), and launched a focused backlink programme to priority locations and categories. Local SEO was templated and rolled out across all cafés for consistency and scale.
Performance leaned heavily on brand. Non-branded visibility for high-intent themes (e.g., halal/vegan/vegetarian, birthday) was patchy; new openings lacked off-site authority; and several technical issues were queued. Local listings missed valuable attributes that limit “near me” and maps’ reach.
Mobile visibility across target keywords peaked at 45% (up from 21%). YoY, non-branded impressions rose 152% with clicks up 19%. Cuisine themes surged: halal +430% impressions and +45% clicks; vegan +328% impressions; vegetarian +361% impressions and +88% clicks. Site health improved, structured data widened, and targeted backlinks lifted priority pages. Local optimisation drove strong gains across interactions, bookings and “near me” queries.
Growth in non-branded clicks across the site.
Significant increase in visibility for non-branded search terms.
For brands with powerful awareness, the real upside is winning generic, feature and local intent reliably. By combining enterprise-grade keyword mapping, technical excellence, local SEO templates and precise link-building, we helped Dishoom grow beyond branded demand and secure durable category positions. If you want the same measurable non-branded growth, stronger local visibility and resilient rankings, book a conversation with our London SEO specialists.
Book a call with one of our SEO specialists today to get an insight into how our digital marketing services can help propel your business growth.
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