SEO Case Study:

Pixel Earth LTD’s Impact on Tender Bulletins’ Online Presence

Client: Airport Express
Industry: Airport Transfers and Private Car Hire
Website: taxisandcars.co.uk
SEO Partner: Pixel Earth LTD
Case Study Date: 6th November 2024
Evaluation Time Frame: The last 6 months

 

Introduction

Airport Express, a premier airport transfer service, faced fierce competition in the private car hire and airport taxi industry. Despite offering reliable and high-quality services, the website struggled to achieve the search visibility required to compete effectively.

Pixel Earth LTD, a renowned SEO agency, partnered with Airport Express to implement a data-driven strategy aimed at improving organic search rankings, driving targeted traffic, and converting visitors into bookings.

 

Challenges

1. High Competition: Competing with large aggregator platforms like Uber and Addison Lee for prime keywords.
2. Limited Local Visibility: The website underperformed in location-specific searches critical to airport transfer services.
3. Suboptimal Website Structure: Navigation and internal linking were not optimised for user experience or search engines.
4. Low Authority: A lack of quality backlinks hindered the site’s ability to rank for competitive terms. 

 

Objectives

 

Improve Search Rankings: Rank on the first page for high-converting keywords.

Increase Organic Traffic: Achieve a 50% growth in organic traffic in 6 months.
Dominate Local SEO: Become the top choice for location-based searches in London and surrounding areas.
Enhance Conversions: Optimize the site to convert traffic into bookings.

 

Strategies Implemented

 

1. Comprehensive Keyword Research

Pixel Earth identified high-value, location-specific keywords to target, such as:
“Airport transfers London”
“Heathrow to Gatwick taxi service”
“Executive car hire London”
Long-tail keywords like “best airport taxi service near me” were also prioritized to capture highly targeted search intent.

2. On-Page SEO Optimization
Optimised meta titles, descriptions, and headers with primary and secondary keywords.
Created dedicated landing pages for key routes and services, such as “Heathrow to Central London Transfers.”
Improved internal linking to guide users to booking pages seamlessly.

3. Local SEO Strategy
Claimed and optimised Google My Business (GMB) listing, including photos, service areas, and client reviews.
Added structured data markup for local business schema, enabling rich snippets in search results.
Built location-specific content, such as “Top Tips for Stress-Free Airport Transfers in London.”

4. Technical SEO Enhancements
Improved website speed (load time reduced by 35%).
Fixed crawl errors and submitted updated XML sitemaps to Google Search Console.
Ensured the website was fully mobile-responsive.

5. Content Marketing
Pixel Earth created valuable, SEO-optimised content tailored to user needs:
Informative blog posts like “How to Choose the Best Airport Taxi Service in London.”
Guides for international travellers, such as “Navigating London Airports.”
FAQs addressing common queries about pricing, routes, and booking processes.

6. Link-Building Campaign
Earned backlinks from high authority travel and transportation websites.
Partnered with local blogs and tourism platforms to boost local domain authority.
Disavowed toxic links to protect the site from penalties.


Results Achieved

1. Improved Rankings:
Secured top 3 rankings for 15+ target keywords, including:
“Heathrow airport transfers” (Position 1)
“Airport taxi London” (Position 2)
“Executive airport car hire” (Position 3)

2. Traffic Growth:
Achieved a 75% increase in organic traffic, exceeding the initial goal.
Monthly organic visitors grew from 100 to 900+.

3. Local SEO Success:
Dominated the local pack for searches like “airport taxis near me” and “Gatwick transfer services.”
GMB profile views increased by 150%, leading to a 40% rise in calls and enquiries.

4. Enhanced Conversions:
Conversion rates improved by 25%, with the revamped landing pages and clearer CTAs.

Booking requests directly through the website increased by 40%.

 

Conclusion

 

Pixel Earth LTD’s tailored SEO strategy transformed Airport Express’ digital presence. By addressing technical issues, leveraging local SEO, and producing targeted content, the agency helped Airport Express stand out in a saturated market. As a result, Airport Express now enjoys a steady stream of organic traffic and a significant boost in bookings.

 

Key Takeaways for Other Businesses

1. Local SEO Is Crucial: Location-specific content and GMB optimisation are game-changers.

2. Technical SEO Matters: A well-functioning website enhances rankings and user satisfaction.

3. Content Drives Engagement: High-quality, targeted content converts casual visitors into customers.

4. Link Building Builds Authority: Strategic backlink acquisition establishes credibility.

 Looking to dominate your industry online? Contact Pixel Earth LTD today for expert SEO solutions.