13 Melbourne Taxi: Web Design and SEO

Project Overview

13 Melbourne Taxi is a Melbourne taxi company serving the CBD, the north and Hume corridor, the west and the south east. We rebuilt the whole website on a custom theme with a live fare meter, in the client’s own brand orange. Monthly search clicks grew about five times, from 34 in July to 170 in October 2026.

The new site went live on 22 August 2026. Since then the work has moved into monthly SEO, with every change recorded on the client’s reporting dashboard.

The Challenge

Booking had to be simple

The client wanted booking to feel as easy as the large Melbourne networks: one form, a clear fare and every detail in one place.

Demand in the outer suburbs

Search Console showed that most demand came from the north west and the Hume corridor, such as Sunbury, Wallan and Craigieburn, and from the west. Some of those suburbs had no page at all.

Hundreds of old addresses

The old site had 323 published pages across several URL patterns. Each one needed a sensible new home so existing search visibility was not lost.

Suburb pages that read the same

Once suburb names and numbers were removed, the template suburb pages were 97 to 98 percent identical, a clear risk of near duplicate content.

What We Did

A custom theme with a live fare meter

The signature of the new site is a fare meter inside the booking form. As a passenger fills in the trip, the estimate climbs like a real taxi meter. Every fare comes from one fare engine using real driving distances and tolls. Prices are shown as estimates, with a fixed quote available by phone or email. The same form, with address suggestions, a pickup map and return trips, sits on every bookable page. Read more about our web design and development service.

Suburb and airport route pages

Each of 188 suburbs has a local taxi page and an airport route page that prices both directions. Every suburb page also gained a real local landmark, such as the nearest station or shopping centre, checked against Google’s place data so no two pages read alike. This is the core of our local SEO work for the client.

A careful move from the old site

All 323 old addresses were mapped and checked after launch: 310 redirect to the right new page, 7 already match a real page, and 6 retired shop pages return a gone status. We also added a new sitemap, structured data for every page type and a client dashboard.

Results

Clicks from Google search, measured in Search Console, by month in 2026:

• June: 37
• July: 34
• August: 90 (new site live on 22 August)
• September: 145
• October: 170 (counted to 25 October)

Impressions rose from 19k in July to 33k in September. Passengers can now price and book a trip on any service, suburb or route page of 13melbournetaxi.com.au.