Case study: Ambl

The Challenge

Ambl came to dslx in 2023 with a big goal: dominate the SERP for London restaurant and nightlife keywords—and stand out from industry giants like OpenTable, TimeOut, and Resy.

Like many startups experiencing rapid growth, Ambl lacked the capacity to ideate and build an SEO strategy to bring organic traffic to the website. The team already had ample to focus on, and weren’t able to prioritize SEO content—despite knowing it was key to their growth.

They also knew that, further down the line, they were looking to increase their content output—both in the UK and as they expanded to new markets. While this wasn’t what they were initially looking for, they needed a team that could support them with their evolving needs.

So, they turned to dslx for support. 

The solution

We started with deep keyword research and competitor analysis to position Ambl as the go-to for last-minute reservations in London. From there, we built a full-funnel SEO and content strategy that matched their bold tone and big ambitions.

As the brand evolved, so did the challenge. Ambl's growth meant launching in new markets and new channels, and implementing new ways to engage their audience. Between May 2023 and March 2025, dslx worked as Ambl’s content and SEO partner, supporting their expansion across the UK and UAE.

Our work focused on four key areas:

1. SEO strategy and content for the UK market, specifically London
2. Newsletter design, creation, and management for their growing mailing list
3. Mobile notification creation for increasing mobile bookings
4. SEO strategy and content for the UAE market, specifically Dubai

Let’s take a closer look.

1. SEO strategy and content for the UK market

We started with a deep dive into Ambl’s historic data and search performance. We then:

• Identified key user queries that led to Ambl 
• Created a robust, monthly content strategy driven by keyword opportunity, brand positioning, and market intent
• Prioritized seasonal KWs, like “London restaurants with a view” in Summer
• Provided SEO-focused edits to optimize web copy and UX recommendations to better support ranking and conversion

We created 8 articles/month, with a focus on punchy storytelling for brand building that also ranked. Content focused on restaurants, bars, and pubs that users can book via Ambl, such as:

• 19 Best Bars for After Work Drinks in London
• The 12 Best Cosy Pubs in London for 2025
• The 15 Best Dog-Friendly Restaurants In London for 2025
• 8 Best Indian Restaurants in London for Last-Minute Bookings

2. Newsletter design, content creation, and management

As Ambl explored new ways to engage their growing audience, we supported the team in keeping their communications fresh and on-brand.

• Collaborated with a partner web dev agency to design a branded, flexible newsletter template
• Wrote four email newsletters per month, blending blog content, venue promos, and platform feature updates
• Maintained a consistent tone of voice: bold, cheeky, helpful

These newsletters helped drive retention and bookings, while positioning Ambl as more than a booking tool—a lifestyle brand that knows where to go and when.

 3. Mobile notifications

To boost mobile bookings and keep users engaged, we delivered 8 mobile push notifications per month, tailored to user behavior and moments in time:

• Timely nudges like “Spots still open tonight” or “Best places for Dry January”
• Evergreen messages that pointed users toward new blogs, events, or trending restaurants
• Short and sharp copy on trending topics and seasonal specifics

All push notifications were grounded in Ambl’s unique voice and optimized for open rate action.

4. SEO strategy and content for the UAE market

In May 2024, Ambl expanded to the UAE—which meant so did we. We:

• Built a localized keyword strategy around Dubai’s dining, rooftop, and nightlife scene
• Researched cultural and seasonal patterns to inform tone and topic selection
• Created content like “best rooftop bars Dubai” and “restaurants with a DJ in Dubai”
• Continued producing 8 articles per month, now split across the UK and UAE markets

Our goal was to ensure Ambl stood out in a new, competitive market while maintaining voice consistency across regions.

The results

We’re not ones to brag, but someone’s gotta do it! Look what a little strategy and style can do.

UK Growth (2023–2025):

• 75+ pieces of SEO content 
• 14,000 → 66,700+ in organic clicks
• 500K → 3.5M+ impressions
• 450+ keywords ranking on page one
• CTR as high as 5.6% on targeted pages
• “Rooftop bars in London” content generated 30K visits in three days
• Ranking #1 for multiple high-value keywords

UAE Performance (May 2024–March 2025):

• 20+ pieces of SEO content for Dubai market (scope split with UK market)
• 1.95K organic clicks in six months
• 150K impressions, average CTR of 1.3%
• Ambl content appearing on page one for competitive Dubai keywords

Newsletters and push notifications:

• 5 newsletter templates for new venue highlights, product updates, venue collections, and more
• 24 newsletters delivered in total, with an average open rate of 40.3%
• 50+ seasonal and evergreen push notifications 

"“dslx is hands down the best SEO team we’ve worked with at Ambl. They immediately understood our business and tone of voice and it came across in the content they created from day one. Plus, working with an agency that is constantly thinking ahead and working as an extension of your marketing team is a huge benefit, especially for us as a startup.”- Jed Hackling, COO and Co-Founder at Ambl

The conclusion

From dominating “last-minute reservations” to launching fresh content for Dubai’s fine dining scene, dslx helped Ambl evolve into a multi-market, multi-channel brand.

We didn’t just write blogs—we built an SEO and content engine powered by strong strategy, distinct brand voice, and timely hooks that turned traffic into interest, and interest into loyalty.

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