If you drive a taxi or run transfers, you know how this works: either people call you directly, or the job arrives through an app that takes its cut. And the good runs, the airport ones with luggage and a booking made days in advance, almost always go to whoever comes up first on Google.
We run two websites in this sector. One has been live for two years and generates over 415,000 impressions a year on Google. The other launched recently. Here's what we've learned building them.
The airport customer isn't looking for you on the street
This is the first thing to understand, because everything else follows from it.
An English family landing in Alicante on 14 July doesn't put a hand up at the rank. They book the transfer two weeks earlier, from home, on their phone, while planning the holiday. They type something like "taxi Alicante airport to Torrevieja" and book the first firm that gives them confidence and a fixed price.
That customer is worth far more than a street pickup. They travel with luggage, usually in a group, pay for the whole journey and often book the return too. Better still, treat them well and next year they'll message you directly.
To reach them you need two things the taxi rank can't give you: showing up on Google when they search and letting them book without phoning a foreign number.
The five things your site must have
1. A fixed price per route, visible
This is the number one reason someone books with you and not the next firm. People coming from abroad are afraid of being overcharged. If your site says "Torrevieja → Alicante Airport: €60" in large type, that fear disappears.
Putting "price on request" hands the customer to the next result.
And if you have surcharges, say so. "€10 extra at night, weekends and holidays" reads as far more professional than a surprise on arrival.
2. One page per route
This is where rankings are won or lost, and almost nobody does it.
Someone searching "taxi Torrevieja Alicante airport" is not the same as someone searching "taxi Torrevieja to Murcia Corvera". Two different searches, two different prices, two different intentions. Put both on one page and you compete half-heartedly for both and win neither.
One page per route, with its price, journey time, its own title and a description of the area you're driving to. With six routes you have six doors into your site instead of one.
3. Booking in three steps, no account
Nobody creates an account to order a taxi. Pick-up and destination, date and time, name and phone. Done.
And with instant confirmation by email or WhatsApp. That "did my booking go through?" doubt is exactly what makes people book somewhere else as well, just in case.
4. The language of whoever hires you
On the Alicante coast a big share of airport transfers are booked by people who don't speak Spanish. English at minimum. If you work the Torrevieja, Orihuela Costa or Guardamar area, German and Dutch often pay for themselves too.
Careful here: an automatic translator widget isn't enough. Google needs to see a real English version, with its own address and its hreflang tag pointing back to the Spanish one. Otherwise it won't rank it.
A free way to know whether it's worth it: look at what language your existing reviews are written in.
5. Licence and details on show
Licence number, insurance, vehicle capacity, whether you carry a child seat. Someone putting their family in your car at two in the morning wants to know who they're travelling with.
Two real cases, with the numbers
TaxiTime Torrevieja. We built their site two years ago. Today it holds over 415,000 annual impressions on Google, average position 4 and a 2.2% CTR. It dominates searches like "taxi Torrevieja", one of the highest-volume terms in the area.
What moved the needle most wasn't the design. It was splitting the routes into their own pages and putting the prices in plain sight.
Taxi Torrevieja Transfer. Recently launched. A licensed driver specialising in transfers to Alicante-Elche, Murcia-Corvera and Valencia airports, with fixed fares and three-step booking. It's starting to gain traction and we're tracking it in Search Console.
Both are built to the same recipe. You can see them in our case studies.
What doesn't work (and we've seen it)
The brochure site. One page with a photo of the car, a phone number and little else. It doesn't rank because there's nothing for Google to understand, and it doesn't convert because a foreign customer won't ring a Spanish mobile without knowing the price.
Relying on the app alone. Volume is fine, but the commission goes to someone else and the customer isn't yours, it's the app's. With your own site, whoever books once has you saved.
A slow site. Someone planning a trip on their phone, in a hurry, with ten tabs open, doesn't wait. Take five seconds to load and they're already looking at another firm. We cover it in why your website is slow on mobile.
No Google listing. For "taxi Torrevieja" the map appears above the normal results. Not on the map means not existing for half the search. Here's how to appear on Google Maps.
Questions we always get
How long before work starts coming in? The Google Business Profile listing moves within days. The site takes longer: three to six months to seriously compete for airport searches, because they're among the most contested in the area. TaxiTime has been building for two years and is still growing.
Does my own site take bookings away from the app? No, they add up. The difference is you pay no commission on a customer who arrives through your site, and you keep them for next time.
I work alone with one licence, is it worth it? That's when it's most worth it. An airport transfer is €60 to €80. Two or three bookings a month through the site pays for it, and everything after that is profit.
Do I have to do it in English? If you work the coast, yes. That's where the customer who books ahead and pays without haggling is.
In short
Visible prices, one page per route, three-step booking, English, and your licence details. That's 90% of the job. The other 10% is patience in the first months while Google finds you a place.
If you run a taxi or transfer business in Alicante, Torrevieja or nearby and want to know what's wrong with your current site, we'll look and tell you. No charge.
Do you want your business to appear on Google?
We discuss your business, your competition, and what you really need. No obligation. We'll respond in less than 48 hours with clear guidance and a fixed quote.
Schedule Free Consultation
