SEO strategy


The context

With the help of Eminence, Taxiphone improved their SEO whilst keeping in mind the following three key objectives:

  1. To increase brand awareness of the website
  2. To increase organic website traffic
  3. To generate qualified leads

The results

  • 89 %

    Visible keywords in top position on Google

  • 79 %

    Global traffic of the website coming from SEO

  • 1 st

    Website position on "Taxi" and "Taxi Genève" keywords

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Client presentation

For more than 70 years, Taxiphone has been providing the Geneva population and tourists with rapid access to a taxi, 24 hours a day, 7 days a week. By calling the call center, the customer is quickly taken care of and put in touch with more than 750 licensed taxi drivers.

The challenges

01. Increase brand awareness
02. Generate qualified website traffic
03. Make SEO the main source of website traffic acquisition
04. Be on pole position on keywords with a large search volume

Our strategy

The new Taxiphone website was created by Eminence in 2013. The SEO strategy had to be fully thought out and worked on from the construction of the site, taking into account the challenges we had to face.

We divided our strategy into 3 parts:

  1. Keyword strategy
  2. Onsite optimization
  3. Offsite optimization

The choice of strategic keywords was a decisive step for the success of the SEO strategy. A good choice of keywords allowed us, among other things, to set up a simple and effective keyword structure, to write relevant content that meets both the internet users’ expectations and that of the search engines.

We optimized the SEO by improving the on-site section. This included the installation of meta title tags, meta description tags, rewriting URLs, redirections, and alt images, as well as optimizing the content and the website loading time. This last point is one of the most important variables in SEO because it is the content that tells search engines what your pages are about.

We therefore carefully considered the keywords agreed upon during the keyword strategy and paid particular attention to:

  • Keyword density
  • Titles of articles
  • The headings
  • Alt attribute of images
  • Bold fonts
  • Internal mesh with anchors

We then launched a net linking campaign by seeking quality links from popular sites. This external linking strategy enabled the site to increase considerably the visibility on search engines.

During all these phases, we edited weekly reports to make sure that the SEO strategy was working properly and to take the necessary measures to adapt the data to the various updates of the search engines.