9:41
merseytravel.gov.uk
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merseytravel.gov.uk

11 technologies
VerifiedGrowingVisit266.1K/mo$15M20111 Tech5 Leads
Deep Dive

The Public Transport Backbone of Liverpool

How a government agency built a digital-first travel hub with 266k monthly users

In a world obsessed with disruptive startups, Merseytravel proves that government agencies can build digital experiences that rival any commercial platform. With 266,000 monthly visitors and a tech stack that includes Vite and Tailwind CSS, this isn't your grandfather's transport authority.

266K
monthly visitors
66%
organic traffic
218K
backlinks
201
employees

"They're not just listing bus times—they're building a unified digital ecosystem for an entire city region."

The Digital-First Commuter

Merseytravel's audience isn't passive. They're searching for '472 Liverpool' (830 monthly searches) and 'journey planner merseytravel' (120 monthly searches). This isn't casual browsing—it's mission-critical information for daily commuters. The 66% organic traffic share reveals that users actively seek them out, bypassing Google's generic results. This is the power of becoming the authoritative source for a specific geography.

The Trust Paradox

Here's the provocative part: despite 218,060 backlinks and 266k monthly visitors, Merseytravel holds a 2.1/5 Trustpilot rating from just 28 reviews. This reveals the brutal reality of public-facing digital services—scale doesn't guarantee satisfaction. The low review volume relative to traffic suggests either a disengaged user base or a service that's functional but not delightful. For investors, this is a goldmine: a captive audience ready for better UX.

The tech stack tells its own story. Using Vite and Tailwind CSS, they've embraced modern frontend development. The PWA (Progressive Web App) implementation is particularly telling—this is an agency that understands mobile-first, offline-first experiences for commuters who might lose signal on trains. They're not waiting for perfect conditions; they're building for the messy reality of public transport.

  • Domain authority is high (218k backlinks) but monetization is indirect—this is a public service, not a commercial platform
  • Traffic concentration is extreme: 89% from 'undefined' countries (likely UK, but data opacity is concerning)
  • Social presence is strong across 5 platforms, but engagement metrics are hidden
  • The 'WeatherWise' headline suggests they're expanding beyond transport into broader city-region services
No clear revenue model or monetization strategy
Dominant organic search presence (66%)
Low Trustpilot rating indicates user experience gaps
Modern tech stack (Vite, PWA, Tailwind)
Opaque traffic country data suggests analytics limitations
Massive backlink portfolio (218k)
No structured data implementation (SEO opportunity missed)
Multi-channel social presence

The Unsexy Infrastructure Play

Merseytravel isn't chasing unicorn status—it's building the essential digital infrastructure for 1.5 million people. The real opportunity? Licensing this platform to other city regions. They've solved the hard problem: making public transport data accessible, searchable, and mobile-ready. Now they just need to package it.

What tech stack does Merseytravel use?

17 detected
Cloud & Hosting1
Privacy & Consent1
Advertising1
Web Standards2
Build Tools1
Tracking & Analytics6
F
Facebook Pixel
G
Google Tag Manager
G
Google Tag Manager
G
Google Analytics
F
Facebook Pixel
G
Google AdSense

How much traffic does Merseytravel get?

Traffic & Engagement

255.4K
Monthly Visits
+57.3%
2.4
Pages/Visit
4:02
Avg. Duration
66%
Bounce Rate
Monthly Traffic Trend+18%
215.6K
Oct 2025
Oct
162.4K
Nov 2025
Nov
255.4K
Dec 2025
Dec

Rankings

#149,578
Global Rank
#9,297
United Kingdom Rank
Transportation and Logistics
Category

Backlinks & Authority

218.1K
Backlinks
3.0K
Ref. Domains
50
Authority Score
Low
Penalty Risk
Backlinks Trend+1%
215.2K
Jul 2025
Jul
220.0K
Aug 2025
Aug
220.7K
Sep 2025
Sep
220.4K
Oct 2025
Oct
220.2K
Nov 2025
Nov
218.1K
Dec 2025
Dec

Search Traffic

Organic
204.6K
Paid
263

Top Organic Keywords

#1merseytravel
18,100 vol7.4%
#1mersey travel
2,900 vol1.2%
#2merseyrail
74,000 vol1.0%
#1mersey ferry
5,400 vol0.7%
#1mersey ferries
4,400 vol0.5%

Where is Merseytravel's audience located?

🇬🇧United Kingdom89.6%
🇳🇿New Zealand6.8%
🇳🇴Norway2.0%
🇬🇷Greece0.7%
🇺🇸United States0.4%

Device Distribution

Desktop8.9%
Mobile91.1%

What keywords does Merseytravel rank for?

5 keywords
1merseytravel1.2K vol$0.25
2472 liverpool830 vol
3journey planner merseytravel120 vol
4merseyrail over 60 pass map250 vol
5merseyside bus timetable boxing day230 vol

How is Merseytravel's SEO?

Open Graph Image

OG Image preview
og:image

https://merseytravel.adidocdn.dev/Test/banner-image.png

Meta Tags

title55 chars

Merseytravel | Liverpool City Region Travel Information

description160 chars

Merseytravel connects all public transport in the Liverpool City Region and provides strategic transport advice to the Liverpool City Region Combined Authority.

languageEN

H1 Tags

h1WeatherWise
h1Everton v Leeds United - Travel Advice
h1Local Transport Delivery Plan

Who works at Merseytravel?

Loading leads...

What do customers think of Merseytravel?

Merseytravel

Merseytravel

2.1
28 reviews

Categories

Train Ticket Agency#undefinedBus and Coach Company#undefinedTransportation Service#undefined

Activity & Engagement

Reply Rate
0%
Avg. Reply Time
0.0 days

Contact Information

Address:
Liverpool, GB

Reviews (20)

Filter by rating:
Helen B
11/13/2025
🇬🇧 United Kingdom9 reviewsOrganicUnverified
Experience date: 11/13/2025
Thank you to Andrea in the Mersey…

Thank you to Andrea in the Mersey Travel Office in Liverpool City Centre and the driver of the 18 bus who have looked after my dad who has dementia today, your help is so appreciated by the Brenna family.

Sue
6/11/2024
🇬🇧 United Kingdom25 reviewsOrganicUnverified
Experience date: 6/10/2024
Excellent customer service

I have always had absolutely brilliant customer service when calling to ask about a journey. They are always very knowledgeable and can't do enough to ensure you have a successful experience. I love Merseytravel

George Mew
4/9/2024
🇬🇧 United Kingdom123 reviewsOrganicUnverified
Experience date: 4/4/2024
Lost orange I’d card replacement

I spoke to Sally on Thursday 4th April 24, I had lost my orange id card, she was very helpful and I received my new card Tuesday 9th April. Couldn’t have gone smoother.

Garry Collins
12/27/2025
🇬🇧 United Kingdom2 reviewsOrganicUnverified
Experience date: 12/26/2025
Shitshow as usual

Nothing unusual. Liverpool combined region can't combine a public transport solution after 7.30 at night on boxing day. I live in the the Liverpool region but half of a mile of water means I am at the mercy of taxi drivers that try to charge £40 to get through the pipe. Steve Rotherham seems to be invisible at the moment. Leadership campaign imminent?

Sal
11/26/2025
🇬🇧 United Kingdom3 reviewsOrganicUnverified
Experience date: 11/26/2025
I got on the bus this morning and gave…

I got on the bus this morning and gave the seat a wipe down with a tissue as I could see it was dirty. After wiping down with the tissue, the amount of grime and dirt that came away is disgustingly disgraceful. It should be cleaned thoroughly with proper cleaning solutions on a daily basis. Thanks to the service my coat has grime lingering on it☹️

Frequently Asked Questions about Merseytravel

What is Merseytravel's Revenue?
Merseytravel generates approximately $15M in annual revenue. With 201 employees, that's $74,627 per employee.
What does Merseytravel do?
Merseytravel connects all public transport in the Liverpool City Region and provides strategic transport advice to the Liverpool City Region Combined Authority.
How fast is Merseytravel growing?
Merseytravel has grown by 57.3% in the last 6 months according to traffic data. employee count has changed by -2% year over year.
How do people interact with Merseytravel?
When visiting Merseytravel, visitors view an average of 2.4 pages per visit, and spend around 4:02 on the site, and the bounce rate is 65.5%.
How do people find Merseytravel?
50.6K people (20%) visit Merseytravel directly. 204.6K (80%) find them through organic search. 263 (0%) come through paid advertising.
Who uses Merseytravel?
Merseytravel's top market is United Kingdom with 229.0K visitors (89.6%). New Zealand is 2nd with 17.4K (6.8%). Norway is 3rd with 5.1K (2.0%).
What technologies does Merseytravel use?
Merseytravel uses 11 technologies across their website including Fonts, Cloud & Hosting, Privacy & Consent. Key technologies include Adobe Fonts, Cloudflare, Cookiebot.
Who are Merseytravel's competitors?
Merseytravel's main competitors include Royal Academy of Engineering, The Behavioural Insights Team, Letstrack, Food Standards Scotland, Crown Commercial Service. These companies operate in similar markets and compete for the same customer base.
What do customers think of Merseytravel?
Merseytravel has a Trustpilot score of 2.1 out of 5 (2 stars) based on 28 customer reviews.

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What are Merseytravel's key pages?

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Raw JSON Data

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About merseytravel.gov.uk

Merseytravel connects all public transport in the Liverpool City Region and provides strategic transport advice to the Liverpool City Region Combined Authority.

Company Overview

merseytravel.gov.uk
Website
travel_and_tourism
Industry
#165,400
Global Rank
266.1K
Monthly Visitors
11
Technologies
5+
Employees

merseytravel.gov.uk Key Pages

Contact merseytravel.gov.uk

Technology Stack

merseytravel.gov.uk uses 11 technologies across their website including Adobe Fonts, Cloudflare, Cookiebot, and more.

Fonts

Adobe Fonts

Cloud & Hosting

Cloudflare

Privacy & Consent

Cookiebot

Advertising

Facebook Pixel

Analytics & Marketing

Google Tag Manager, Google Analytics

Web Standards

Twitter Cards, PWA

Traffic & Audience

266.1K
Monthly Visits
46%
Bounce Rate
2.8
Pages/Visit
2:03
Avg. Duration

merseytravel.gov.uk receives approximately 266.1K monthly visitors and ranks #165,400 globally. The website has a bounce rate of 46% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 2:03 on the site.

The majority of merseytravel.gov.uk's traffic comes from undefined, undefined, .

Frequently Asked Questions

What is merseytravel.gov.uk?
Merseytravel connects all public transport in the Liverpool City Region and provides strategic transport advice to the Liverpool City Region Combined Authority.
What technologies does merseytravel.gov.uk use?
merseytravel.gov.uk uses 11 technologies including Adobe Fonts, Cloudflare, and 5 more. View the full tech stack analysis above.
How do I contact merseytravel.gov.uk?
You can contact merseytravel.gov.uk through their contact page.
What are merseytravel.gov.uk's social media accounts?
merseytravel.gov.uk is active on tiktok, twitter, youtube, facebook, instagram. You can find links to all their social media profiles in the social section above.
Is merseytravel.gov.uk hiring?
Check merseytravel.gov.uk's careers page for current job openings and opportunities. The company has 5+ known employees.
How popular is merseytravel.gov.uk?
merseytravel.gov.uk receives approximately 266.1K monthly visitors and ranks #165,400 globally. Traffic is growing by 31.4% month-over-month.

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This page provides publicly available information about merseytravel.gov.uk. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit merseytravel.gov.uk directly at https://merseytravel.gov.uk.