Connect with us

MARKETING

How Many Visitors Should Your Website Get? [Data from 400+ Web Traffic Analysts]

Published

on

How Many Visitors Should Your Website Get? [Data from 400+ Web Traffic Analysts]

[ad_1]

If you run a website, then you’ve likely spent time creating and optimizing a marketing strategy to drive traffic to your website. But how many visitors should you aim for your website to get?

To answer that question, you will need to complete the following steps: 

In this post, we’ll walk through how to complete each of these steps. Feel free to jump on one of the links above to skip to that step. Otherwise, let’s get started. 

How many visitors does a website typically get?

It depends. With over 1.9 billion websites on the internet today, it is impossible to provide one number, or even a range, to accurately answer this question. Fortunately, there is data as well as tools and other resources to help you make an educated guess for websites in your industry.

Advertisement

To this end, the HubSpot Blog surveyed over 400 web traffic analysts in the U.S. to gather data on various metrics including their monthly traffic, bounce rate, click-through rate, and the strategies they use to rank on search engine results pages. The majority tracked analytics for B2C websites, while the rest tracked for B2B sites. Thanks to this survey, we can provide some answers for how many visitors a website typically gets and where these visitors come from. 

When asked how many total visitors the website they tracked analytics for got per month, the majority answered between 1,001 and 15K. Here’s the breakdown:

  • 1,001-15K (46%)
  • 15,001-50K (19.3%)
  • 50,001-250K  (23.2%)
  • 250,001-10M (11%)
  • 10M+ (0.5%)

Total monthly visitors

These percentages change when you consider other factors, like the size and age of the website. Let’s look at those breakdowns below. 

Visitors by Website Size

Since website size might refer to the company size (ie. the number of employees) or to the amount of content on the website, we looked at both factors and how that affected total monthly visitors. 

According to the HubSpot survey of over 400 web traffic analysts, the number of employees correlates to the number of monthly visitors — but more employees doesn’t always mean more visitors. Sites with over 1000 employees did make up the majority that get between 50,001-250K and 250,001-10M total monthly visitors. They were also the only sites that get over 10 million total monthly visitors.

However, approximately 8% of companies with fewer than 10 employees get between 250,001-10M total monthly visitors whereas 0% of companies with 11 to 200 employees do. Also, approximately 31% of companies with 201 to 500 employees get between 50,001-250K and 250,001-10M total monthly visitors, which is higher than the percentages of companies with 5001 to 1000 employees and companies with more than 1000.

Total Monthly Visitors by Company Size (or no. of employees)

According to the data, the less frequently you publish, the less visitors you get per month and vice versa. For example, 36% of sites that publish multiple times a day get between 1,000 and 15K monthly visitors whereas 100% of websites that publish once a quarter or less do. Also, only sites that publish multiple times a day get over 10 million total monthly visitors.

Total Monthly Visitors by Content Production

Visitors by Website Age

According to HubSpot data, the age of a website correlates to the number of monthly visitors. Sites that have existed for over 10 years did make up the majority that get between 250,001-10M and over 10 million total monthly visitors, and the minority that get between 1,001-15K.

Advertisement

However, older doesn’t always mean more visitors. For example, approximately 34% of sites that have existed for 7-9 years get between 50,001-250K total monthly visitors whereas only 29% of websites that have existed for over 10 years do.

Total Monthly Visitors by Website Age

Where do visitors come from?

Knowing how many total monthly visitors websites get on average is important — but it’s also important to know where these visitors are coming from. It can help you determine whether you should invest more in email or social media, for example, or in ensuring your site is mobile-friendly. Let’s take a look at the results of the HubSpot survey below. 

Visitors from Traffic Sources

According to HubSpot data, the distribution of website traffic by source is:

  • Direct (22%)
  • Organic Search (17%)
  • Social (16%)
  • Email (14%)
  • Display ads (12%)
  • Referral (9%)
  • Paid Search (9%)
  • Other (1%)

Web Traffic Sources Pie Chart

As you analyze other companies and industries, you can assume that direct traffic, organic search, and social are the top web traffic sources.

Visitors from Device Types

According to this HubSpot data, the distribution of website traffic by device type is:

  • Mobile (41%)
  • Desktop (38%)
  • Tablet (19%)
  • Other (2%)

Device Traffic Sources Pie Chart-2Other data suggests that mobile makes up an even greater percentage of website traffic worldwide. In fact, mobile has accounted for approximately half of web traffic worldwide since 2017 according to data from Statista.

How do you scale this information to your business? There are a series of factors to consider when determining how many visitors your site should get and setting a “good” number — or benchmark — as your goal. Let’s take a look.

How many unique visitors per month is good?

The answer to this question depends on a few factors. First, are you evaluating a B2B, B2C, or hybrid company? B2B companies have a target audience of other businesses and organizations. B2C companies target direct consumers.

Advertisement

One can infer that the potential for more unique monthly visitors for B2C companies is greater than that of B2B companies simply because their target audience is exponentially larger. B2B companies use niche marketing to sell particular products or services to a specific group of businesses while B2C companies focus their strategy on the needs, interests, and challenges of people in their everyday lives.

Data from the HubSpot survey of over 400 web traffic analysts provides mixed results however. While 22.5% of B2C sites get between 40,001-100K unique monthly visitors, only 16.7% of B2B websites get that amount. However, 16.7% of B2B sites get over 100K unique monthly visitors and only 14.7% of B2C sites do. 

In the table below, you’ll see a breakdown of how many unique visitors that all websites included in the survey get, and a breakdown by B2B and B2C sites. 

Unique Monthly Visitors

Total

B2B

B2C

1-10K

Advertisement

39.6%

41.2%

39.1%

10,001-40K

24.2%

25.5%

23.8%

40,001-100K

Advertisement

21.0%

16.7%

22.5%

100,001-2M

13.9%

14.7%

13.7%

2M+

Advertisement

1.2%

2.0%

1.0%

On average, how many unique visitors does your website get per month_-1

Taking note of the data above, determining how many monthly unique visitors is “good” for your company depends on your answers to the following questions.

What is the standard in your industry?

To make an accurate guess of where your company should be, determine the industry standard. To do this, evaluate your competition. Using tools like the previously mentioned SimilarWeb and SEMRush, you can create a general overview of your competitors, and use these statistics to establish an average for your industry.

How much content do you produce?

The more content you have available on your site, the more opportunities you create for visitors to find it. How much new content are you producing? One? Three? Five or more? The size of your team will affect the amount of content you’re able to create. If you find that you’re unable to produce new content, consider expanding the size of your team to meet your needs.

How well is your content strategy working?

To fix something, you need to know if it’s broken. Evaluate whether your content strategy is working. Are you ranking for your keywords? Have you seen an increase in views over the last few months? Where is the bulk of your traffic coming from? Once you can determine how your site is currently performing, you can take active steps to create an effective content strategy.

What is the search volume for your targeted topics?

Search volume for your targeted topics is directly related to the demand for that information, product, or service. High search volume can mean more visitors; however, this is directly affected by the competitiveness of your keywords.

Advertisement

How competitive are your target keywords?

A combination of these factors affects your website’s unique visitors per month, but it boils down to competition. The more competitive your target keywords, the harder it is to rank on the first page of a SERP. The more competitive the industry, the greater the chances of having potential website visitors split among the competition.

For example, in the HubSpot survey, 29.4% of B2C websites described the competitiveness of their target keywords as above average, or highly competitive, whereas only 25.4% of B2B sites did.

Is your website secure?

Establishing a safe and secure website with an SSL certificate can boost your reputation and relationship with future consumers. Not only does it mean less time worrying about potential security incidents, but it allows your visitors to insert their information into your systems with confidence.

Is your website accessible?

Fifteen percent of the world’s population are persons with disabilities. Many still use the web, and businesses must ensure that their content is accessible. Accessibility is not a feature, and making your website convenient to all visitors is not a bonus but a necessity.

Is your website mobile-friendly?

If your site isn’t mobile-friendly for cell phone users, you’re cutting off a large portion of potential visitors. According to data from Statista, the number of unique mobile internet users stood at 4.66 billion in 2021, indicating that over 92 percent of the global internet population use a mobile device to go online.

Optimizing your website for mobile is therefore essential. Over 50% of the web traffic analysts surveyed by HubSpot said that it was one of the SEO strategies they leverage. 

Is your website optimized for the user experience?

Click-through rate and bounce rate are metrics that help determine the user experience on your website. You should evaluate them together. 

Click-through rate is the percentage of people who visit your page after it comes up in a search. Bounce rate is the percentage of people who arrive and leave your web page quickly after landing on it. While a high click-through rate is positive, a high bounce rate is negative. A high bounce rate sends search engines a signal that your content isn’t relevant to the users and negatively affects your rank.

Advertisement

In the HubSpot survey of over 400 web traffic analysts, the average click-through rate and bounce rate ranged widely. However, most of the websites (67%) had a click-through rate between 10-39%, while the majority (43.8%) had a bounce rate between 21-40%. These are good benchmarks to use for your site. 

Once you can evaluate your industry, website, and content strategy, the next step is to set goals and execute them.

Setting Reasonable Goals For Website Traffic

Focus on the word “reasonable.” A goal to reach 10,000 monthly visitors next month might not be a stretch if you garnered 9,000 visitors this month. However, if your website receives an average of 2,500 monthly visitors, this goal is less probable. Setting a realistic and attainable goal is the key to creating the proper marketing strategy for your business.

Step 1: Define your goal.

First, define your goal. To do so, analyze your current metrics and that of your competitors.

Platforms such as Google Analytics, HubSpotSimilarWeb, SEMRush, and Ahrefs will enable you to analyze the traffic of websites in your industry. Using a combination of these tools is common. For example, in the HubSpot survey, about 82% of the web traffic analysts used Google Analytics and 25% used HubSpot’s web analytics. The next three most popular tools were Mint, Spring Metrics, and SimilarWeb.

Let’s use HelloFresh and other meal kit delivery services as an example. The company’s direct competitors include Every Plate, Home Chef, and Blue Apron. The ranking for their monthly total visitors, according to SimilarWeb and Sitechecker, is as follows for February 2022:

  • HelloFresh: 12M
  • Every Plate: 2.9M
  • Home Chef: 2.7M
  • Blue Apron: 1.9M

Note that the same website may differ in traffic estimates provided by different tools. While you can’t assume which platform is more accurate than the other, you can use a combination of information from different sources to find an average. This will provide a snapshot of how many visitors a website typically gets. 

For example, if you’re a new meal kit delivery service looking at the total monthly visitors for these companies, you’d get an average of 4.9 million monthly views. Now, this can be a goal for future growth, with incremental benchmarks. 

Advertisement

A monthly goal for a small business receiving 5,000 total monthly visitors could be 10% or 500 visitors, for example. Set goals with a content plan in mind. With this goal in place, you can use it to determine the success of your content strategy.

Step 2: Build a content plan around MSV.

Monthly search volume (MSV) is the number of times a specific keyword is entered into a search engine each month. MSV allows you to anticipate the amount of traffic available for a particular keyword term. Armed with this knowledge, you’ll be able to gauge which keywords are worth targeting for your content strategy. You’ll also be able to assess the needs of potential clients and customers and cater your content to them.

An effective content plan won’t only target keywords with the highest MSV. In the HubSpot survey, only 15% of the web traffic analysts described the MSV for their target keywords as “very high.” The majority (60%) described it as “somewhat high.”

Some free online keyword tools that help calculate MSV include Google Keyword Planner, Ahrefs Keyword Generator, and Answer the Public.

Step 3: Determine a publishing cadence.

In conjunction with creating your content strategy, lay out a schedule. How often you update your website is key to attracting more visitors because you increase the number of opportunities to land on your page. According to the data from the HubSpot survey shared above, you want to post new content to your website multiple times a month at least. Ideally, you should post new content once a day. Websites that post daily are more likely to get between 15,001 and 250K visitors per month, and less likely to get between 1,0001 and 15K visitors than websites that post monthly.

Total Monthly Visitors of Websites that Post Daily vs Websites that Post Multiple Times a Month-1The amount of content is, of course, dependent on the size of your team and audience. The more resources you have, the more content you can create. The larger your audience, the more content you should create.

While determining a publishing cadence is necessary, it is equally important to stick to it and remain consistent.

Step 4: Assess your performance.

The first step to assessing your goals is having a data reporting software set up. Once you do, it’s time to look at a range of metrics. Of the web traffic analysts surveyed, total monthly visitors, unique monthly visitors, and bounce rate were the most common metrics used to assess website performance. Others included search traffic and industry-wide trends.

To start, check if your unique monthly visitors increased. Whether or not you met your goal, ask yourself the following questions to review your progress:

Advertisement
  • Did your unique monthly visitors increase or decrease? By what percent?
  • Are you ranking for targeted keywords?
  • Was there a trend (increase or decrease) in visitors across your industry?

An increase or decrease in your unique monthly visitors isn’t enough to gauge the complete success of your goal or content strategy. Are you ranking for your targeted keywords? If yes, your content strategy is working, and your location in SERPs can lead to further increases in the future. If not, reassess and adopt new SEO methods for growth.

When assessing your performance, it might also be necessary to measure factors out of your control, for example, industry trends. Was there a mutual dip in unique monthly views among you and your competitors? It is possible that your keyword MSV wasn’t as high as in previous months. A decrease in MSV for your keywords is out of your control. However, it is your responsibility to pivot and discover what your target audience is searching for.

How many visitors should your site get?

In content strategy and marketing, consistency is key. How many visitors should your site get? Ultimately, it comes down to how consistent you are in the tips featured above. Do you keep up with industry best practices to guide your knowledge on MSV? Do you periodically evaluate your content to boost your SEO? Are you updating your information to guide your goals?

There is no magic number when it comes to monthly website visitors. Evaluate your website and use your current metrics to determine where you want to be in one, six, or 12 months from now. Changes rarely happen overnight. Set reasonable goals with realistic timelines, and you’ll eventually see growth.

Editor’s note: This post was originally published in September 2009 and has been updated for comprehensiveness.

marketing

[ad_2]

Source link

MARKETING

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

Published

on

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.

Advertisement

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

Advertisement

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.

Advertisement

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:

Advertisement
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.

Advertisement

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.

Advertisement
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!

Source link

Advertisement
Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending