SEO for TAXI service
This is our case with a client from the UK — a brand new taxi service.
In the beginning it was...
a mess! After a basic technical SEO audit we've had:

  • 20 pages with 404 errors
  • 176 pages with duplicated content
  • 261 pages with the same title
  • 2011 pages with the same description
  • 64 pages without title
  • 242 pages without description
  • 24 broken redirects (URL1->URL2 while URL2 is unavailable - 4xx or 5xx error)
  • 2527 redirect chains (URL1->URL2->URL3...)
  • 5229 images without alt attributes
PageSpeed Insights rated website with the red zone for both mobile and desktop versions.

Brand-new domain - 0 backlinks.

The question was: Why does a taxi service website have so many pages?

The client thought that it was a good idea to generate landing pages for each route, e.g., street 1 -> street 2. Sure, those pages should've been filled with the content. So without it, it was nothing but a doorway for Google.

Prices. This factor also plays a role, since a too-expensive taxi will have a higher bounce rate that turns into more efforts to reach TOP-3. The prices were a little above the average.

Content. The homepage and several other landing pages had unique content with USP, so we only needed to extend it and stuff a few keywords we targeted.
Milestone 1: Create an SEO-rocket and deliver the strategy
Technical SEO
We've delivered an on-site technical SEO checklist for developers of the project:
  • How to fix 404
  • How to delete or hide pages with the same content or meta tags (each case requires different approach)
  • How to fix broken redirects and redirects chains
  • How to add structured data to appear in rich snippets (each case requires different type of structured data)
  • How to increase website loading speed

After keyword research we've provided:
  • Edits for current titles, descriptions and headers
  • Content for missing titles, descriptions and headers
  • Formula to generate alts for images
  • New website URL structure based on keyword research
  • Content for new pages (around 500 words with USP for each page)

Link building strategy
There's no reason to reinvent the wheel:
  • We've checked the top 20 competitors backlinks profile and a few competitors from other countries (where did they get the backlinks from)
  • Analyzed anchor list and backlinks properties (just general information to see what are the common practices are for this niche)
  • Created a list of websites to outreach and niche high-quality directories to submit

Now that the project team has delivered all changes to the website in January 2019 we've requested indexing in Google Search Console and started the link-building process.
Milestone 2: Link building
As of November 20, 2019, the website has the following:

  • 45 referring domains
  • approximately 1600 backlinks
  • a nofollow/dofollow backlinks ratio of 9/91 (yep, that's not really organic, but Google is OK with that)

We've started with basic link-building strategy as we would for any other project, repeating competitors' practices. But we've found...
... a KEY to success
After in-depth research (do your homework!) we've found an opportunity to generate hundreds of organic dofollow backlinks from domains in the travel niche (which is very connected to taxi services) with DR over 70:
Results in 10 months
Advice 1: Don't panic if you see that your website positions are out of TOP100 during the first months; this is a pretty regular situation.

Advice 2: If your positions have dropped down, don't worry. It's OK if positions fluctuate within TOP100. If your positions continue to fluctuate once you've reached TOP10, however, you probably need to double-check everything.
* We are forced to hide the keywords on this screenshot to protect our client from competitors