In the delivery industry, speed is everything — and that includes being found quickly by customers searching online. Whether you run a courier company, a food delivery platform, or a last-mile logistics service, your potential customers are already searching for what you offer. The question is: Are you showing up?
Search engine optimisation (SEO) for delivery services is about improving your online visibility, so you appear when and where it matters — on Google, in the local map pack, or even inside app stores. When done right, SEO can generate a steady stream of organic traffic, bookings, and app downloads — without paying for every click.
In this guide, we’ll break down exactly how delivery companies in New Zealand (and abroad) can use SEO to grow their business sustainably. Whether you operate locally or nationally, you'll get a clear picture of what works, what matters most, and what actions to take.
Why SEO Matters for Delivery Services
Delivery is a competitive space. Customers now expect real-time updates, instant ordering, and same-day service. But none of that matters if your business isn’t showing up online.
Here’s what effective SEO can do for your delivery business:
- Capture local and high-intent traffic from people actively looking for delivery options
- Reduce your reliance on paid ads by building long-term organic visibility
- Improve trust and conversions with better website experiences and clearer search listings
- Attract more app users with higher app store visibility (via ASO)
- Rank higher than aggregator platforms that currently outrank smaller service providers
If you’ve got the logistics in place, SEO is how you make sure people find and use your service first.
Keyword Research: What Are People Searching For?
The first step to optimising your SEO strategy is understanding what your customers are typing into Google.
Let’s say you operate a same-day courier service in Auckland. Your audience might be searching for:
- “same day delivery Auckland”
- “urgent courier services near me”
- “local parcel delivery for small business”
- “contactless food delivery in [suburb]”
These are high-intent, conversion-friendly searches — and they should shape your website structure, content, and SEO priorities.
You can find these keywords by using tools like Google Keyword Planner, Ubersuggest, or Ahrefs. Focus on search terms that are:
- Specific to your location and niche
- Relevant to your core services
- Frequently searched, but with low to moderate competition
These keywords become the foundation for your SEO content strategy.
Website Optimisation: Turning Clicks Into Orders
Your website is your digital storefront. If it’s slow, confusing, or outdated, people will bounce — even if your SEO is spot-on.
Here’s how to make your site more search-engine-friendly (and customer-friendly):
- Mobile-first design: Most users will find you from their phones. Your site needs to be responsive, fast, and easy to use on small screens.
- Fast loading times: Compress images, use caching, and choose reliable hosting to reduce page load speed.
- Clear navigation: Make it easy to see services, pricing, service areas, and how to book or order.
- On-page optimisation: Include your keywords in strategic places — like titles, headers, meta descriptions, and image alt tags.
- Conversion-focused pages: Every service area (e.g., “Same Day Delivery in Wellington”) should have its own optimised page with localised content and a clear call-to-action.
A well-structured site not only ranks better, it also converts more visitors into paying customers.
Local SEO: Showing Up in Your Service Area
If you deliver within a specific city, region, or neighbourhood, local SEO is critical.
Here’s how to get started:
- Google Business Profile (GBP): Claim your business, fill out every section, add real photos, update hours, and collect reviews.
- Local landing pages: Create separate pages for each city or area you serve (e.g., “Courier Services in Hamilton,” “Grocery Delivery South Auckland”). Include directions, local landmarks, and testimonials when possible.
- Citations: Ensure your business name, address, and phone number (NAP) are consistent across online directories like Yellow, Finda, Yelp, and local business networks.
- Local backlinks: Get links from local chambers of commerce, partner businesses, or local blogs to strengthen your authority in the area.
Google prioritises local businesses in map listings — and strong local SEO ensures you’re seen by people who need your service most urgently.
Content Marketing: Help, Don’t Just Sell
One of the most overlooked tactics for delivery companies is blogging or content creation. It’s not just for eCommerce stores or B2B tech companies — content is a powerful way to attract traffic, build trust, and answer your customers' questions before they ask them.
Some example blog ideas for delivery businesses:
- “How Same-Day Delivery Works in [City]”
- “What Can You Send With Our Courier Service?”
- “5 Reasons to Use a Local Delivery Service Over National Carriers”
- “How to Track Your Parcel: A Step-by-Step Guide”
- “Safe Contactless Delivery: What You Need to Know”
Every blog post is another opportunity to rank in Google — and a chance to showcase your expertise and reliability.
Backlinks & Citations: Building Online Authority
If content builds trust with customers, backlinks build trust with Google.
A backlink is when another website links to yours. The more high-quality, relevant backlinks you have, the more credible your site appears — and the better it can rank.
How to earn links:
- Partner with local businesses and exchange resources
- Write guest posts on relevant blogs or local news sites
- Get listed on business directories and industry associations
- Sponsor local events or charities (and get listed as a sponsor)
Citations — which are mentions of your business name, address, and phone number — are also valuable for local SEO. They help Google confirm your business’s legitimacy and location.
Backlinks & Citations: Building Online Authority
If your delivery service operates via a branded app, then ASO (App Store Optimisation) becomes just as important as traditional SEO.
Key tips for ASO:
- Use local keywords in your app title and description
- Upload clear, compelling screenshots of the user experience
- Encourage positive reviews and ratings from happy customers
- Include location-specific information in your app store listings
Google Play and Apple App Store are search engines in their own right. A well-optimised app listing can result in more downloads — and more repeat business.
Technical SEO: The Foundation Behind the Scenes
All the content and keywords in the world won’t matter if your website is technically broken or slow. Technical SEO ensures your site is crawlable, indexable, and user-friendly.
Here’s what to check:
- Your site uses HTTPS (secure connection)
- There are no broken links or crawl errors
- Your sitemap and robots.txt are set up correctly
- All pages load within 2–3 seconds
- Pages are mobile-optimised with no usability issues
Free tools like Google Search Console, PageSpeed Insights, and Screaming Frog can help identify and resolve technical issues.
Track Your Progress — And Your Competitors
Once you’re up and running with SEO, it’s important to track what’s working — and what’s not.
Tools like Google Analytics and Search Console allow you to monitor:
- What keywords you’re ranking for
- How much organic traffic you’re getting
- Where visitors are dropping off
- Which pages drive the most bookings
Meanwhile, tools like Ubersuggest or Ahrefs let you see how your competitors rank — and where you might gain ground.
SEO is not a “set and forget” strategy. It’s a long game. But when managed well, it delivers compounding returns.
FAQs - SEO for Delivery Companies
People often search for delivery services at the moment they need them—whether it's “same-day courier Wellington” or “food delivery in Queenstown.” If your company doesn’t show up near the top of search results, you're losing out to competitors who do. SEO ensures you’re visible when and where people are searching.
Start with location-based service keywords—like “medical delivery service Auckland” or “frozen goods transport Hamilton.” If you specialise in a niche (e.g., pharmacy delivery, urgent document couriers), include those as part of your targeting.
Yes. Create individual landing pages for each city or service area. Optimise them with city-specific keywords and customer testimonials. This helps Google understand your regional relevance and improves rankings in local searches.
Use app store optimisation (ASO): include keywords in your app name and description, use high-quality screenshots, and collect reviews. Promote your app with a keyword-optimised landing page, and build backlinks from local directories, review sites, and your own blog.
SEO is long-term but can start showing results in 3–6 months. Unlike ads, which stop working when you pause spend, SEO builds momentum over time. Combine it with referral campaigns and app incentives for faster growth.
Need Help With SEO for Your Delivery Business?
At our agency, we’ve helped delivery companies — from niche medical couriers to large-scale multi-city services — improve their SEO, get more visibility, and grow sustainably.
We focus on practical, data-backed strategies that get results without fluff or gimmicks.
Whether you need help building a local SEO strategy, writing landing pages, improving your app store listing, or fixing your website’s technical performance, we’re here to help.
Let’s talk about growing your delivery business through SEO.
