Local SEO Strategies for Airport Transfer / Transportation Companies
Transportation marketing has changed tremendously in the past few years. The major wave that rocked the once steady boat was the emergence of rideshare services like Uber and Lyft. Along with these new players came a new marketing approach. Aggressive marketing was no longer needed once users had downloaded the respective apps onto their smartphones. Search engines were no longer being used to find a customers next ride.
This caused a major disruption in transportation businesses like taxi services and airport transfers (limos, shuttles etc…). In response, longstanding firms had to become more creative in their advertising to maintain market share and stay afloat. There are a number of suitable marketing strategies these businesses can employ to keep their piece of the pie :
Targeted Keyword Optimization
With local seo strategies, it’s important to remember that not all transportation companies offer the same type of services. A shuttle service will be different to an individual cab or limo pickup. To gain an edge in Local SEO marketing, it’s vital to use the most popular targeted keywords for your specific industry. Pay attention to Google’s auto-complete search feature to see which keywords are actively being queried in your local area. For instance, if you are dealing with airport transfers in a particular city, your keyword phrases should mention that particular town so that you can be easily found when matching searches come in. “Fenway on your mind tonight? We’ve got you covered there & back #Boston!”
Consider popular local events and try to match any already trending topics with a local service campaign. Join in and harness the power of that conversation. In addition to having well-optimized content, the keywords should also be used appropriately in the headers and titles on your website and blog for more organic reach.
High Quality Content Marketing
Rideshares like Uber & Lyft don’t really have any content to provide. It’s not what they do. As a result a user may not know the kind of experience that awaits them with the particular drivers they will encounter. In the most simple form they provide a ride from A to B – nothing more.
This is where airport transfers and other transportation companies may have that local edge. Through well branded websites and local marketing campaigns, you can include high quality, engaging content to provide useful information and tips for those in need of airport transfer services.
These may also include informative videos showcasing the experience customers can expect when they choose your company for airport transfers. Using this type of strategy in airport transfer marketing, you’re giving potential clients the information they need. You’re also proving the uniqueness and consistency / reliability of your services. This will go a long way in getting you higher and stable rankings in your local search results.
Rideshare services have their own forms of review systems. Clients in need of a ride form the airport will likely be more easily convinced seeing good online reviews. This is why having reviews is crucial in transportation marketing. According to a study published by Search Engine Land, Google considers online reviews as a significant ranking factor.
Additionally, they are a quick and easy way for consumers to make a decision when considering a service. As an airport transfer, therefore, it is extremely important to have glossy reviews about your business to make the process of attracting new customers quick and easy. Think of it this way, a prospect is far more likely to pick the best rated local transfer or taxi service – you need to be that choice.
By offering promotions, you not only make it easy to retain current clients, but can also attract new ones. One way of carrying out such a promotion would be to offer coupon codes for first-time clients and discounts for subsequent users of your services. Think “frequent-flyer” type of marketing campaign in this regard. This is one thing that most transportation companies are not doing and it is beyond the reach of the online taxi-hailing companies. Ongoing and popular local promotions such as these can bring in business time and again.
Finally, online directories must not be overlooked in transportation marketing. According to Hubspot, 4 out of 5 consumers use search engines to find local services. As an airport transfer company, it is imperative that you be listed in the major business directories and all local directories. While some directories like to charge for an annual listing, many smaller ones (read local niche) are actually free! If the local directory allows you to post updates & news, be sure to do so regularly too. All of these reference points when combined can help local rankings.
Rideshare companies like Uber & Lyft are likely here to stay for the long run. Originally more popular with a younger crowd, over time they’ll become more widely accepted by all age groups. If your local business is in this same industry, you simply have to adapt and find new ways to appeal to prospects. Local municipal licensing may also play a factor positively and / or negatively while the marketplace adjusts. The good news is that we believe there will always be a demand for an affordable local airport shuttle service. Adopting some of these local seo strategies will help you stand out in the crowd.
Thanks for reading!