When I first began working with NI Black Taxi Tours in 2011, the business was struggling to be found. They were buried on page 12 of Google search results, meaning the only way they could attract customers was through a monthly advertising spend of £300.

My objective was to eliminate that overhead by making their website their most powerful organic asset.

From Page 12 to the Top 3 Positions

A website only works if people can find it. I started by redesigning the website and completely rewriting the site copy, as the original content lacked the depth required for search engines to understand the business. I implemented a targeted keyword strategy focused on “Taxi Tour Belfast” and other high-intent local terms.

Within just four weeks of the first redesign and SEO implementation, the site jumped from the obscurity of page 12 to the top three results on page 1. The impact was immediate: the business was receiving so many organic enquiries that they were able to stop their Google advertising altogether.

15 Years of Sustained Growth

SEO is not a one-time task; it requires evolution to stay ahead of the competition. Over our 15 year partnership, I have redesigned the site to ensure it remains modern, fast, and user-friendly.

To further stabilise and grow their income, I suggested and implemented a wider variety of tour options. By creating dedicated content for these new services, I ensured the business captured a broader range of search traffic, from historical political tours to scenic coastal trips.

Saving Over £50,000 in Advertising Costs

The true measure of my work is the return on investment for the client. By securing and maintaining their position at the top of Google, I saved NI Black Taxi Tours £300 every single month for over a decade. To date, that is more than £50,000 in advertising costs that stayed in the business rather than going to Google.