Use LocalBusiness schema markup (schema.org/LocalBusiness) on every page. Include: name, phone, address, service area (use the ‘areaServed’ field with city names), business type ‘TravelAgency’ or ‘TransportService’, and operating hours. This tells Google exactly what you do and where. Test it in Google’s Rich Results Test before publishing.

Seed your Google Business Profile Q&A section with 8-10 questions your shuttle customers actually ask: ‘What’s your cancellation policy?’, ‘Do you provide car seats for children?’, ‘How far in advance should I book?’, ‘Do you offer luggage assistance?’, ‘What’s included in the price?’, ‘Are you available 24/7?’, ‘Do you accept payment on the app?’, ‘What if my flight is delayed?’. Answer them yourself before competitors do. Each answer gets indexed and shows up in Google Search results.

Link every city page back to your service category pages (e.g., all Denver pages link to a ‘Corporate Airport Shuttle’ page; all corporate shuttle pages link back to Denver). This creates thematic clusters that Google uses to understand you’re an authority on ‘airport shuttle’ as a concept, not just a website owner. Use anchor text that matches the page title.

Update one service or city page with new information every 30 days: add a new customer testimonial with the city name, update pricing, mention a new airport or neighborhood you serve, add seasonal tips (winter travel, holiday volume, etc.). Freshness signals matter for local businesses. Stale pages rank lower than actively maintained pages.

Track rankings using Ahrefs free tier or SE Ranking (budget-friendly). Monitor your top 50 keywords weekly. You need to see: which cities are ranking, which services are underperforming, which competitors are moving. Don’t obsess over position #1—track clicks and bookings instead. Position #3 that converts is worth more than position #1 that gets skipped.