Following Evri’s rebrand, we implemented a multi-strand technical and content SEO strategy to grow non-brand visibility across Google and AI search, resulting in a 22.6% AI share of voice and a 300% increase in sessions from LLMs in a six-month period.
Total AI share of voice
Impressions across AI search
Features in AI overviews
With roots that can be traced back to 1974, Evri has grown over the last 50 years to become one of the largest parcel delivery companies in the country, with more than 26,000 couriers, and 14,000 ParcelShops and lockers.
Successfully rebranding from Hermes to Evri in March 2022, Evri offers local, national, and international shipping solutions for personal consumers, as well as microshippers, and large businesses.
98% of Evri’s total traffic comes from branded search, and they challenged us to increase their non-brand traffic through content and tech SEO initiatives.
The other challenge faced is the sometimes-negative connotations surrounding Evri. It was therefore important to us, to build positive brand awareness, which in turn, would enable an increase in organic sessions and conversions.
In the changing world of SERPs, this meant growing visibility not just via traditional Google search, but AI search as well.
We provided a multi-strand approach to our organic strategy, focusing on international, local, and microshippers.
The first thing we did was conduct a technical audit, which we then worked with devs to implement. From there, we conducted regular mini-audits, to jump on any potential challenges before they became issues.
To help drive international visibility, traffic, and conversions, we also optimised the /international-courier-service/ pages. Evri had around 25 separate pages, targeting key countries they ship to, but they weren’t performing particularly well.
Working alongside Evri, we put these pages in order of priority, optimising the first 10 as a test. This included weaving in ‘courier’ ‘parcel’, and ‘send/sending’ + country keywords and prompts, in addition to conducting an internal link review.
We also added in country-specific content to each page, highlighting national holidays that could affect delivery times, as well as formats for writing addresses.
The same approach was then followed for local pages, creating new pages for core cities. In addition to this, we conducted ongoing GMB checks and optimisations to ParcelShop listings, to ensure they’re all correct and front of mind for any local searches.
Alongside this, we built out a microshipper content hub, which targets one of the audiences Evri want to grow. Guides were created around the rules and regulations of shipping certain products, alongside tips on growing and sustaining a business.
The next stage of our strategy will focus on seasonal events when people are looking to ship gifts, such as Mother’s Day and Father’s Day.
These actions have not only seen an increase in visibility across traditional Google search, but AI search as well.
Focusing our results on GEO, we’ve seen the following:
Increase in sessions from LLMs over a six-month period
Features in AI overviews as of Dec 2025 – +635 gained over the last six months
Impressions across AI search – +46% increase QoQ
Total AI share of voice – second only to Royal Mail
Courier – 28,000 monthly searches
Parcel – 16,000 monthly searches
Last posting dates UK – 14,000 monthly searches
Postage costs – 11,000 monthly searches
“Partnering with c3 has been a game-changer for the team here at Evri. Following a rebrand and domain migration at the start of 2022, we faced some difficult challenges, however c3’s targeted content and SEO strategies have helped us breathe new life into our digital presence.
When we first started working together, we set the team at C3 a challenge to increase not just keyword rankings, but to increase all the metrics that matter including traffic and revenue. C3 have delivered on these targets and more, and helped us position ourselves as a powerhouse in the parcel delivery industry.
We’re thrilled to continue this journey of success with c3 by our side.”
Lewis Foster
SEO Manager, Evri
Want to know more?
