How the hub will look once all content is complete:

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.

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.

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.

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:

Current:

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.

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.

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.

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.

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

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

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.

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!