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100+ Essential SEO Terms Marketers Should Know in 2022

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100+ Essential SEO Terms Marketers Should Know in 2022

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Do you want to optimize your website but have trouble communicating with the technical folks running it? Then, you need an SEO glossary.

Jargon alone shouldn’t stop you from making your site the powerful marketing tool it can be.

This is a list of the most essential search engine optimization (SEO) terms to help marketers communicate with developers and understand how to optimize their websites.

# | A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | W | X |

40 SEO Terms You Must Know!

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Numbers

2xx status codes – Code sent by the server to say that the request was successful.

301 Redirect – The process of permanently redirecting a webpage from one URL to another.

302 Redirect – The process of temporarily redirecting a webpage from one URL to another.

4xx status codes – Code sent by the server to say that the request was unsuccessful and the information was not found.

5xx status codes – Code sent by the server to say that there was a problem with the server.

A

Accelerated Mobile Pages (AMP) – An open source project by Google to help publishers create webpages and content that are optimize for all devices.

ALT Text/Alt Attribute – A description of an image in your site’s HTML. Unlike humans, search engines read only the ALT text of images, not the images themselves. Add ALT text to images whenever possible.

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Anchor Text – The actual text of a link to a web page. On most websites, this text is usually dark blue and underlined, or purple if you’ve visited the link in the past. Anchor text helps search engines understand what the destination page is about, it describes what you will see if you click through.

Authority – How reliable a website is based on search engine’s algorithm.

B

Backlink – A link pointing to an external webpage.

Black Hat – Practices that go against Google’s webmaster guidelines.

Blog – A webpage that includes blog posts related to specific topics and/or industry.

Bookmark – A link to a website saved for later reference in your web browser or computer.

Bot – A software application that is programmed to complete specific tasks.

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Bounce Rate – The amount of users who leave a webpage after only viewing one page.

Branded Keyword – A search query (keyword) that refers to a specific brand. E.g.: “Nike shoes”

Breadcrumb – A web link that lets you know where you are on a website and how far you are from the homepage.

Broken Link – A link that leads to a 404 error page. This can happen if a webpage is removed without a redirect. (See 4xx status codes)

Browser – Software that allows you to access information and data on the internet. The most common browsers include Google Chrome, Safari, and FireFox.

C

Cache – A storage location that collects temporary data to help websites, apps, and browsers load faster.

Canonical URL – The canonical URL is the best address on which a user can find a piece of information. Sometimes you might have a situation where the same page content can be accessed at more than one address. Specifying the canonical URL helps search engines understand which address for a piece of content is the best one.

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ccTLD – Stands for country-code top-level domain and is used to define the domain for a specific country or region. E.g. www.mysite.co.uk

Cloaking – A black hat practice used to display different information on a webpage than what was expected.

Conversion Form – A form through which you collect information about your site visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads.

Crawler – A program used by search engines to gather information on websites and accurately index them.

CSS (Cascading Style Sheets) – The part of your code that defines how different elements of your site look (examples: headers, links).

D

Deep Link – This can refer to two things: A link pointing to content on a mobile application or a link pointing a webpage other than a homepage.

De-Index – When a search engine removes a website or webpage from search results.

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Disavow – When you tell Google to ignore links because they’re low-quality, spam, or artificial.

Do-follow – A hyperlink that instructs search engines to follow the link instead of the “nofollow” attribute. (See nofollow)

Domain – The main web address of your site (example: www.yoursite.com).

E

External link – A hyperlink that points to a webpage on another domain. This is also known as a backlink. (See backlink).

F

Featured Snippet – Highlighted excerpts that appear at the top of some Google search results, known as position 0.

The Fold – The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to but isn’t seen right away. Search engines place some priority on content above the fold since it will be seen right away by new visitors.

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G

Google My Business – A local business directory from Google.

Google Search Console – A free Google tool that allows you to monitor how a website is performing.

Guest Blogging – The practice of publishing a blog post on a website owned by someone else.

H

Header tag – Code used to designate headings and subheadings from paragraphs.

Headings – Section headers on your website that are placed inside of a header tag, such as an H1 or H2. This text is often presented in a larger and stronger font than other text on the page.

HTML – The code part of your website that search engines read. Keep your HTML as clean as possible so that search engines read your site easily and often. Put as much layout-related code as possible in your CSS instead of your HTML.

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I

Image Compression – The practice of reduce an image’s file size to speed up a web page.

Indexing – A process used by search engines to analyze the content of website and catalog files.

Inbound Link – A link from another website to yours.

Internal Link – A link from one page to another on the same website, such as from your homepage to your products page.

Indexed Pages – The pages of your website that are stored by search engines.

J

Javascript – A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it.

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K

Keyword – A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords.

Keyword Difficulty – Refers to how competitive a keyword is and how difficult it will be to rank for it.

Keyword Research – The process of searching for keywords to target in your content based on volume, keyword difficulty, and other factors.

Keyword Stuffing – The overuse of keywords in your content in an attempt to rank higher.

L

Lazy Loading – A method used to improve page speed by deferring the loading of an object until it’s needed. An example of this is the infinite scroll on websites.

Link Building – The activity and process of getting more inbound links to your website for improved search engine rankings.

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Link Juice – The value or authority a website gains when receiving a backlink from a high-authority website. (See backlink.)

Link Schemes – What Google defines as spammy tactics used to trick Google’s PageRank and increase search rankings by buying or selling links, excessive cross-linking, or other manipulative tactics.

Long Tail Keyword – Longer, more specific queries that include more than three words.

M

Metadata – Data that tells search engines what your website is about.

Meta Description – A brief description of fewer than 160 characters of the contents of a page and why someone would want to visit it. This is displayed on search engine results pages below the page title as a sample of the content on the page.

Meta Keywords – Previously used by search engines in the 90s and early 00s to help determine what a web page was about, the meta keywords tag is no longer used by any major search engines.

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Minification – The practice of removing unnecessary characters in the source code to help a page load faster without affecting functionality.

Mobile-first Indexing – This refers to Google primarily using the mobile version of a webpage for indexing and ranking. In the past, desktop was the go-to.

N

Nofollow – When a link from one site does not pass SEO credit to another.

O

Organic traffic – Refers to visitors who discover your website on the SERPs instead of a paid ad.

P

Page Speed – Refers to how quickly a webpage loads. Influencing factors include file sizes, the source code, and the web server.

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Page Title – The name you give your web page, which is seen at the top your browser window. Page titles should contain keywords related to your business. Words at the beginning of your page title are more highly weighted than words at the end.

PageRank – A number from 0-10, assigned by Google, indicating how good your overall SEO is. It is technically known as ‘Toolbar PageRank.’

Pagination – When a series of content is broken up into a multi-page list. Think of category pages on e-commerce sites.

Panda – Was previously a separate Google algorithm to track down black hat tactics but now is part of Google’s core algorithm.

People Also Ask – A feature that can show up on the SERP to show related questions and answers to a query.

PPC (Pay-Per-Click) Advertising method in which an advertiser puts an ad in an online advertising venue and pays that venue each time a visitor clicks on his/her ad. Google AdWords is the classic example of this.

Q

Query – The words or phrases a user enters into a search engine.

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R

Rank Brain – Machine learning component of Google’s algorithm which works to understand queries and deliver the best results.

Ranking Factor – The factors that influence a website’s ranking on search engines.

Redirection – When a URL is moved from one location to another. (See 301 and 302 Redirect).

Referrer String – A piece of information sent by a user’s browser when they navigate from page to page on the web. It includes information on where they came from previously, which helps webmasters understand how users are finding their website.

Rel=canonical – An HTML tag that tells search engines which version of a webpage is original and which is duplicate when there are multiple pages with similar content. (See canonical)

Responsive design – A design practice that allows a website to adapt to any device it’s viewed on, making it a better user experience.

Robots.txt – A text file that tells search engine crawlers which areas of your website are accessible and which ones they should ignore.

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RSS Feed – RSS stands for ‘really simple syndication.’ It is a subscription-based way to get updates on new content from a web source. Set up an RSS feed for your website or blog to help your followers stay updated when you release new content.

S

Search Intent – Refers to the reason why a user conducts a search.

Search Volume – The number of times a keyword is searched in a given period, usually a month.

Seasonal Trends – Natural increase and decrease of keywords during specific times of the year. E.g.: The keyword “Halloween costume” sees an increase in the fall months and a dip in the spring and summer.

Seed Keyword – Short-tail keyword, also known as a root keyword, which is the primary keyword you want to rank for and considered the umbrella term.

SEO – Stands for search engine optimization and refers to the tactics used to optimize your website page to reach and maintain a high ranking on search engines for particular keywords.

SERP (Search Engine Ranking Page) – The page that you are sent to after you run a query in a search engine. It typically has 10 results on it, but this may vary depending on the query and search engine in question.

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Sitemap – A special document created by a webmaster or a piece of software that provides a map of all the pages on a website to make it easier for a search engine to index that website.

Social Media – Online social networks used to create online communities.

Spider – Also known as a web crawler, it’s a computer program that browses the internet and collects information about websites. (See crawler)

SSL Certificate – Stands for “Secure Sockets Layer” and is used to encrypt data that passes between a web server and the browser. A website without an SSL certificate is vulnerable to hackers who may gain access to confidential information.

Status Code – The response code sent by a server following a request. (See common status codes)

Structured Data – Any set of data that is organized and tagged to help search engines understand the information.

Subdomain A subsection of a primary domain used to better organize your website and allow easier navigation.

T

Traffic – The amount of visits to your website.

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Title Tag – The title of a page on your website, which is enclosed in a <title> HTML tag, inside of the head section of the page. It appears in search engine results and at the top of a user’s web browser when they are on that page.

Traffic Rank – The ranking of how much traffic your site gets compared to all other sites on the internet.

U

Unnatural Links – What Google describes as creating links that a site owner doesn’t vouch for or place for editorial reasons. (See link schemes).

URL – The web address of a page on your site (example: www.yoursite.com/contact).

User Experience (UX) – Refers to the feeling users have when interacting with a product, service, or (in the context of SEO) a website or mobile application.

W

White Hat – SEO tactics that comply with best practices and don’t manipulate search engines.

Website Navigation – The elements and components on a page that allow you to easily access the various webpages on a website.

X

XML – Stands for extensible markup language which is used by search engines to understand website data.

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XML Sitemap – A file that lists a website’s important pages so that search engines can easily find and crawl them.

Editor’s Note: This post was originally published in Dec. 2011 and has been updated for comprehensiveness. 

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Content marketing is an essential part of any SEO strategy. Without it, how are you going to attract customers looking for answers to their questions, and who are potentially in the market for your products or services?

At Tao Digital Marketing, we’ve recently generated some great results for one of our clients operating in the business financial space, The Insolvency Experts, mainly by focusing on just one “cluster topic” that was a huge money maker for them.

When looking at six month comparison stats (August 2021-January 2022 to February-July 2022), we’ve achieved the following:

  • Leads: 95 to 460 (384%)

  • Clicks: 4,503 to 23,013 (411%)

  • Impressions: 856,683 to 2,033,355 (137%)

  • Average position: 33.4 to 23.6 (increased almost 10 spots)

This was mostly achieved by absolutely hammering one topic area: company liquidation. In this case study, we’re going to explain how we did this step by step, so that hopefully you can generate similar results for your own business!

Objectives

If you really break it down, the objective of all SEO consultancy work is essentially the same: increase the number of leads for a business. This was our ultimate goal.

It’s not just as simple as that, though. We all know you can’t get to number one on Google overnight. So, like other SEO geeks out there, we tracked our successes through additional factors such as clicks, impressions, and average position, to show our efforts were worthwhile.

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In January this year (2022) our goals for the next six months were as follows:

  • Leads: Just over double from 95 to 200 (110%)

  • Clicks: 4,503 to 13,500 (around 200%)

  • Impressions: 856,683 to 1,700,000 (around 100%)

  • Average position: 33.4 to 25 (around eight spots)

Insolvency Experts’ audience is primarily directors of UK businesses that are going insolvent, closely followed by business owners looking for financial advice. The majority of Insolvency Expert’s cash flow comes from formal insolvency processes, such as liquidation, administration, and CVAs (Company Voluntary Agreements), so it was really important for us to push these areas.

Our strategy

1. Research “company liquidation” search volume and related queries

We first picked this client up in November 2020. Initially, our focus was on the basics: updating all the top level pages (such as service pages and guides) to make sure they fit the intention of the user and clearly explained the services that Insolvency Experts offer.

Researching what works well at present

One of the pages that our content team updated was their company liquidation guide. After updating, the page started to perform very well in the SERP, and ranked at position #4 for “company liquidation”. Clearly, this sort of content was working, and we wanted to hit it even more.

After pulling some research together, one of our strategists proposed the idea of a “Company Liquidation Content Hub”, as the company liquidation guide was ranking for a lot of long tail questions:

Screenshot showing ‘what’ queries in Google Search Console, such as ‘what is voluntary liquidation’ and ‘what happens to a director of a company in liquidation’

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more.

Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

Infographic explaining the sales funnel, starting with reach followed by act, convert and finally, engage

In order to further target those at the bottom of the marketing funnel who want to speak to someone quickly, we placed regular “Contact Us” CTAs throughout the content so that they don’t have to scroll right to the bottom of the page to get in touch with Insolvency Experts.

An example of a piece of content with a ‘Get Free Liquidation Advice’ CTA in the middle

Undertaking a competitor analysis

We also conducted a competitor analysis on this topic, focusing on three key players in the industry that were all ranking well for the phrase “company liquidation”. We found that the key competitors had the following:

Competitor A – 38 indexed articles on liquidation

Competitor B – 23 indexed articles on liquidation

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Competitor C – 47 indexed articles on liquidation

Insolvency Experts only had six indexed articles on liquidation at the time, so it was clear we needed to be on their level – this was an obvious content gap.

Pitching the content hub to the client

We suggested this idea to the client alongside a forecasting spreadsheet created by our founder, in order to justify the resource that was needed to push the client as high as possible in the rankings for company liquidation.

This spreadsheet broke down a huge list of keywords alongside monthly search volume, average click through rate for positions 1-10 on the SERP, domain authority of competitors who are currently ranking for these keywords, and average conversion rate on the site at the moment.

Table demonstrating projected revenue for Insolvency Experts depending on where they ranked on the SERP

This unique formula would then allow us to explain to the client that for X amount of work, we predict we can get you to position X in X timeframe, and this would result in approximately X annual revenue. After pitching this to the client alongside infographics and current performance statistics, they told us they loved our ideas and agreed to let us go ahead.

2. Plan the content after client approval

After the client gave us the go-ahead, the next step was to plan all of this work based on search volume, and therefore priority order.

It’s easy to get lost in all the data within SEO, so it was incredibly important for us to have a solid plan and timeline for these changes. Topics were going to range from How to Liquidate a Company with No Money through to Administration vs Liquidation.

How we communicate planned works to our clients

In order to orchestrate clear communication between ourselves and our clients, we create a Traffic Light Report, which is a live Google Sheets document detailing all work to be undertaken for the current and next quarter. This is split into sections for technical SEO, content, and digital PR/link building (the three pillars of SEO).

This includes justification for each change we make, as well as a link to any live changes or documents. It also details when this will be done and if the action is with us or the client. The tasks are coloured in green for live changes, yellow for action needed, orange for in progress, red for anything on hold and clear for not started.

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Here’s an example of what the content section of Insolvency Expert’s traffic light report looks like for their current quarter (July-September 2022):

Screenshot detailing content to be undertaken between July-September 2022, and justifications for each action

Scheduling the tasks

We then scheduled these topics for our various content writers to work on using our project management software, ClickUp. Within each task we placed a link to a skeleton document consisting of H1s, H2s, and H3s, as well as a title, meta description and keywords to include.

3. Write the content while implementing technical SEO

By this time it was around April 2022, and it was time for us to fully attack the content portion of our task list. Since then, we’ve written 18 pieces of content around company liquidation, and still have quite a few left to go before we consider this area of focus complete.

As part of our uploads, our technical SEO adds FAQ schema, which has helped Insolvency Experts showing up for several featured snippets (more details in results section).

Analyzing as we go along

Once we covered the big topics in the first couple of months of writing, we started to use Low Fruits to find smaller queries which are estimated at around 10 or fewer monthly searches. We’ve had a lot of success targeting lower search volume phrases, as these users seem to be more focused and lower down the sales funnel, so are more likely to be better engaged and convert better. A lot of the time they are pleased that you have answered their very niche question!

The below is a screenshot from a keyword analysis. We trawled through hundreds of keywords to pull out the ones relevant to the client.

A screenshot of queries from LowFruits.io featuring questions such as ‘can you still trade while in liquidation?’ and ‘can you trade out of insolvency?’

We then used Low Fruit’s Keyword Extraction and SERP Analysis tool to give us further details on a select few key terms.

These terms are shown as having a search volume of either 10, less than 10 or 0. Of course, we know that this is still hugely important to cover, and targeting these will bring in a very niche reader who is much more likely to convert due to the nature of the long-tail queries.

Finalizing the hub

Our plan is to finalize the hub this fall, and ensure that everything is internally linked. There will also be a menu change to make the addition of the hub very clear. See screenshots below for the current hub vs. how it will be presented once all content is ready (screenshot taken from their staging site in Kinsta, our hosting platform where we make design changes so that the client can approve them before they go live).

Current ‘hub’ in the menu:

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Screenshot of the current ‘liquidation’ drop down menu, featuring four pieces of content

How the hub will look once all content is complete:

Screenshot sharing newer version of liquidation hub menu from Kinsta staging site

As part of our content process within ClickUp, we have a recurring task to check a new URL in Google Search Console two weeks after upload. This allows us to see if we have the “Google Spike of Acceptance”, which is a sharp incline of impressions/traffic indicating that the content will do well, before it falls then slowly rises again.

A screenshot showing the ‘Google Spike of Acceptance’ in Google Search Console - a sharp spike of clicks and impressions after upload

If we don’t see this spike, we carry out multiple checks, including: Is it an orphan page? Are there any technical errors? Is it indexed? If it is not indexed, we push the URL through Index Me Now.

If the issue is just that the piece isn’t getting picked up, we will take another look at the content to see if there is something else we can do to improve it, e.g. tweak the H1 or expand the content.

4. Build links to the relevant pages and homepage

Once we’d uploaded the content, it was time to build links to the priority pages and homepage in order to build the domain authority.

We wanted to really hone in on generating links for our company liquidation page. The page has 36 backlinks, many of which were built through link building efforts. This was largely done by working with business site publications and creating natural anchor text that would help with certain keyword rankings.

Example of a guest blog titled ‘The Advantages of Business Liquidation’

As well as building links specifically to the company liquidation page, we also built links to the main URL in order to boost overall domain authority. This was done through answering queries through platforms such as HARO and Response Source, as well as working with the client to create relevant, time-specific thought leadership pieces. Here’s an example of a HARO request we responded to, the topic being “Recession-proofing tips for small businesses”:

Although the site’s domain authority tends to fluctuate between 30-33 depending on links lost and general algorithm updates, the links to specific pages have still resulted in an increase in rankings, detailed further below.

Results compared to objectives

Although we knew that our strategy was going to work well based on our experience with our other clients, we were very pleasantly surprised by the huge positive effect our work has made, which enabled us to smash the targets we set!

Leads

Goal: Increase from 95 to 200 (110%)

Result: Increased from 95 to 460 (384%)

As a result of creating incredibly useful, lengthy content and placing regular CTAs throughout the content, we managed to almost quadruple the amount of leads coming through to the client in the space of just six months.

In the six months before our liquidation project began, our Leads Dashboard within WhatConverts shows that Insolvency Experts had five liquidation leads via phone call and 10 leads via their contact form on a liquidation-focused page.

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In the six-month period since we’ve been working on the content hub, they have had 38 liquidation leads via phone call and 52 leads via contact form on a liquidation-focused page.

Result: 660% increase in phone call leads and 420% increase in contact form leads.

Previous six months:

Screenshot of the leads dashboard within What Converts showing that five leads were generated before work on the content hub began

Current:

Screenshot of the leads dashboard within What Converts showing that 38 leads were generated after work on the content hub began

Clicks

Goal: Increase from 4,503 to 13,500 (around 200%)

Result: Increased from 4,503 to 23,013 (411%)

By creating highly relevant content that matched the user’s search intent, we managed to almost quadruple the clicks over the space of six months, doubling our original 200% goal.

The site has received 29,400 clicks overall across the past 12 months. Below, you can see the huge spike in clicks and impressions from January onwards when we really started to focus on the liquidation content.

Screenshot showing spike in clicks and impressions once focus on ‘company liquidation’ began

Impressions

Goal: Increase from 856,683 to 1,700,000 (around 100%)

Result: Increased from 856,683 to 2,033,355 (137%)

Again, by creating highly relevant blogs, Google started to understand the relevancy of our content, so the number of impressions hugely increased. Along with the 137% increase above, over the past 12 months (August 2021-August 2022) the site has received 485,000 impressions for the query ‘liquidation’ alone.

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Google Search Console Graph detailing huge spike in impressions between August 2021-August 2022

The main company liquidation guide that we updated had a total of 732K impressions over the past 12 months, too, with a huge spike from February onwards, when we updated the guide.

Google Search Console Graph detailing huge spike in impressions in February for the updated company liquidation guide

Average position

Goal: Increase from 33.4 to 25 (around 8 spots)

Result: Increased from 33.4 to 23.6 (increased 10 spots)

This increase is due to the relevancy of our content and the amount of keywords each piece ranked for. As mentioned, the main company liquidation guide has worked incredibly well, ranking for 181 keywords, 67 of which are page one (37%). It now has the number one spot for the term “company liquidation”. See below for an example of queries the page is showing up for.

Google Search Console Screenshot sharing queries the company liquidation guide is appearing for, such as ‘members voluntary liquidation’, ‘liquidation of company’, ‘how long does liquidation take’ and more

The page also shows up for six featured snippets as a result of us implementing FAQ schema.

Screenshot showing the company liquidation guide appearing in a featured snippet query for ‘process of liquidation’

335 clicks and 93,663 impressions have come from the FAQ rich results alone.

Screenshot of Google Search Console showing ‘FAQ Rich Results’ within the search appearance column

In the six months before we updated the guide, it pulled in around 650 clicks and 227K impressions. In the six months following, it brought in around 1,180 clicks and 382K impressions. We’ve practically doubled clicks on one single guide.

As mentioned, this particular piece of content has 36 backlinks, and actually ranks ABOVE the official UK government company liquidation guide, which has a domain authority of 93 (about 60 higher than ours). Clearly, we’re meeting the searcher’s intent and giving them what they are looking for.

Screenshot of the SERP showing that Insolvency Experts’ company liquidation guide appears above official UK government advice.

In the six month period before we started work on liquidation, Insolvency Experts had an average click through rate of 0.5%. Over a six month period of us working with them, this more than doubled to 1.2%.

Another success worth noting is that 3 out of 6 of our latest articles have an average page view duration of between 9 and 10 minutes! The other half are averaging around 5 to 6 minutes, which is still very good. Clearly, users are wanting in-depth information on this topic.

The “What happens to a director of a company in liquidation?” guide, which went live in May, is now the fifth most clicked page on the site. when filtered on GSC by the term “liquidation”.

Overall, we’re extremely pleased with the results we generated, and so are Insolvency Experts — the company liquidation department is now inundated with queries and they are rushed off their feet!

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