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Ways to Increase Customer Satisfaction and Brand Loyalty

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Ways to Increase Customer Satisfaction and Brand Loyalty

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Customer Satisfaction is the key to the success of any business. When customers get satisfied and happy with the experience they are provided, they become the most powerful marketing tool for your business. Satisfied customers make more repurchases and give you more business.

On top of that, they share their positive experience with other people, which impacts the market. Researches suggest that 74% of the customers agree that word of mouth is an important factor influencing their purchase decisions. In this way, satisfied customers create a bond with you and your business, and they become loyal to your brand.

This article will explore what Customer Satisfaction is, What is Brand Loyalty, how it is essential, and how you can grow customer satisfaction and brand loyalty.

What is Customer Satisfaction and Brand Loyalty?

Customer Satisfaction is the degree of happiness and fulfillment of the customers with the products, services, and overall experience provided by an organization or seller.

When customers are fully satisfied with their experience with the products and services, they make repeat purchases. When repeated multiple times, it builds a relationship between the sellers and the brand, and the customers become loyal to the brand. This trustworthy relationship creates Brand Loyalty.

Brand Loyalty is a pattern of consumer behavior in which customers choose a particular brand over its competitors to buy products and services. It describes the positive relationship between a customer and a seller brand wherein the customer trusts the brand over any other brand.

But why do loyal customers trust a brand so much? This trust is built up by continuous positive experiences with that brand. So we can say that Customer Satisfaction is the key to creating Brand Loyalty.

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Let’s understand why Brand Loyalty is vital for your business to grow.

Why is Brand Loyalty Important?

Brand Loyalty is crucial for the growth of any business. According to the Pareto Principle, 80% of the business comes from 20% of customers. These customers are none other than happy and loyal customers. It would not be wrong to say that a bunch of loyal customers can become a reason for the success of any organization or brand.

Let’s understand more about the importance of Brand Loyalty by exploring its benefits.

Benefits of Brand Loyalty

  1. It gives a Competitive Edge for the business
  2. It does marketing through word of mouth
  3. It helps in better customer retention
  4. It increases goodwill and brand recognition
  5. It helps to make more revenue

Let’s learn more about these benefits of brand loyalty.

1. It gives a Competitive Edge for the business

In today’s market, every organization and brand is doing their best to market their products and services, and customers are also trying new products and services. But when you are able to generate Brand Loyalty with the satisfaction you provide to your customers, you will gain a competitive edge in the market, and your customers will not easily get attracted to your competitors.  

2. It does marketing through word of mouth

Word of mouth is a significant factor that determines your sales. Loyal customers not only make repurchases but also attract more customers through their positive word of mouth, and it affects the buyer’s decisions. Research suggests that around 88% of the customers trust the brand that their friends and family recommend.

3. It helps in better customer retention

It is almost five times costlier to acquire a new customer than retain an existing one. Customers’ brand loyalty retains them to stay longer with your brand and not switch to your competitors. Because of your loyal relationship with them, loyal customers are less likely to switch to your competitors. Even if they face some issues, they directly approach you or share feedback to get it resolved rather than just switching to another brand.

4. It increases goodwill and brand recognition

With customers staying for long and spreading good word of mouth about your business, brand loyalty increases your goodwill in the market. People start to recognize your brand which ultimately attracts more customers into the business.

5. It helps to make more revenue

Loyal customers make repurchases and give more revenue in their entire customer life cycle. Moreover, they are the most efficient source of marketing for any brand. When customers recommend your brand to their friends and family, they bring more customers into your business. Both these factors ultimately generate more revenue and profits for your business.

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Let’s explore some examples of successful brands in generating brand loyalty.

Successful Examples of Brand Loyalty

1. Amazon Prime

Amazon Prime is a yearly paid subscription program that provides additional services to its users like the 2-day shipping of Amazon products and streamlining capabilities through Prime Video. The subscription with an annual fee proved to be successful for the brand. Researches suggest that prime members make on an average 24 orders per year, which is double compared to non-prime members.

When we talk about Revenue, researchers say that Prime members spend around $1300 per annum on the website, whereas non-prime members spend around $700 per annum.

2. Sephora

Sephora is a perfect example of going out of the box and providing unique experiences to the customers for delivering the next level of satisfaction that they can’t get through discounts alone. The multinational company based in France has 3000 brands offering beauty products like tools, nail color, lotions, and cosmetics.

Its loyalty program, Beauty Insider, provides access to a community of like-minded people to interact with each other and talk about the topics they love. They also get exclusive experiences like meeting brand founders, looking behind the scenes at how their favorite products are made, and participating in beauty events and shows. The initiative proved successful, with 35 million members being part of the program.

3. Domino’s

Domino’s is a brand of pizzas and is among the top fast-food chain around the globe. Domino’s has developed a good base of loyal customers that prefer Domino’s pizzas over any other brand. It is an excellent example of providing personalized experiences. It offers personalized pizza recipes and so many topping options for the customers, among which they can choose the flavor of toppings as per their taste.

Moreover, it operates in many countries and takes care of the needs and cultures of different countries. Separate menus are available with Domino’s in different countries.

4. WhatsApp

WhatsApp is an online communication platform that enables its users to communicate through messaging, voice calls, and video calls across the globe. WhatsApp is an easy-to-use application. The Brand Loyalty of WhatsApp is ever-increasing, and there is no other competitor at the moment who can give competition to Whatsapp in the market. It has now become a part of many people’s lives around the world.

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5. Starbucks

Starbucks is a popular coffee giant. It launched an app-based loyalty program named ‘My Starbucks Rewards’. The app is very easy to use, and the customers can quickly load money into their accounts through the app. This app allows the customers to place orders, track them, and collect them from their nearest Starbucks branch.

They also get ‘stars’ with every order, which they can redeem afterward for free drinks and other edible items. The loyalty programs proved successful, connecting around 23.4 million members using it.

Now, let’s explore some great ways to increase Customer Satisfaction and Brand Loyalty.

Ways to Increase Customer Satisfaction and Brand Loyalty

  1. Establish Clear Goals and Values
  2. Maintain Transparency
  3. Live to your Commitments
  4. Delight Your Customers
  5. Be Expert in Matters
  6. Focus on providing Exceptional Customer Service
  7. Provide Welcoming Experiences
  8. Provide Personalized Experiences
  9. Adopt Omnichannel Approach
  10. .Maintain Consistency for older Clients
  11. Focus on Empowering Employees
  12. Go beyond your rules to support the customers
  13. Collect Customer Feedback
  14. Admit where you are Wrong
  15. Respond and Take Action on Feedback
  16. Reward Customer Loyalty

Let’s learn more about these tricks and understand how you can use them to increase Customer Satisfaction and Brand Loyalty.

1. Establish Clear Goals and Values

Identify and establish clear goals and values of your company and display them in your vision statement and slogans. Be clear on the objective of your organization and the purpose it serves for the customers, and be firm on them. Your values should not be just a philosophy to write for your customers. Instead, they must be practically implemented, and the customers should feel it.

For instance, if your vision is to provide pure and healthy edible products to consumers, you must be firm about it and never compromise on the quality and purity of your products. If you follow your values and vision honestly and firmly, the customers will trust you more than any other brand and become loyal to your brand, even if they have to pay a higher price.

2. Maintain Transparency

Maintain transparency in what you do and what you can provide to your customers. If you are a small business, never pretend to be a big one. Show honestly what you are and what you can serve. Be transparent about your processes, about the quality of your products, your services, and whichever way you can be. The more transparent and honest you are, the more strongly your customers trust you and the more likely they are to become loyal to your brand.

3. Live to your Commitments

Never make fake promises to your customers, and when you make commitments, live up to them. Do as much as to satisfy your customers, but learn to say No when you cannot do what the customers want rather than making fake promises. And once you or one of your agents have committed, go out of the way to fulfill it even if you have to bear a slight loss for it. Remember, losses can be recovered, but customers’ trust cannot.

4. Delight Your Customers

One of the best ways to boost Customer Satisfaction and loyalty is to exceed customers’ expectations. When you provide to the customers more than they expect, they feel special, and their experiences become amazing. To delight your customers, you can give them free gifts, discount coupons, or complimentary services. You can also prepare what customers can need in the future and provide them on time. All these small things that exceed customers’ expectations make them delighted and boost their loyalty to the brand.

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5. Be Expert in Matters

You must be an expert for the customers in matters of concern. Be available for your customers to resolve their queries and issues. Build such authority in your area that there is no such issue or query that you and your support agents can’t resolve.

Make available content for your customers like help articles, podcasts, videos about certain problems that they may face. And if this can’t help, your customer support agents must be able to help the customers at the right time. These things help build trust among the customers about your knowledge and experience, and they would prefer your brand over others.

6. Focus on providing Exceptional Customer Service

Customer Service is one of the most critical determinants of Customer Satisfaction and Loyalty. Researches suggest that 96% of global customers agree that customer service is a crucial factor determining their loyalty to the brand. So always focus more on providing outstanding customer service if you want to win the customers.

7. Provide Welcoming Experiences

‘First Impression is the Last Impression’ – the quote relates perfectly to welcoming your customers. When we talk about welcoming the customers, we do not refer particularly to the Hotels and Hospitality industry. We are referring to every industry. When the customers approach you even at the first stage of the customer journey, when they are just deciding on which brand they should choose, then also you must provide welcoming experiences to the customers.

Deal with them with complete courtesy and try to understand their requirements. Even if they do not choose you, don’t show your frustration to them. Instead, tell them that they are always welcome. These things create a very positive impression on your customers and potential customers. Moreover, when they become your customers, always welcome them whenever they come with a problem and provide solutions to them in a friendly way to satisfy them.

8. Provide Personalized Experiences

Personalization is a great way to build a good relationship with your customers and boost their satisfaction and loyalty. Studies suggest that around 80% of the customers prefer to buy from those companies that offer personalized experiences and solutions to the customers. When you provide tailored products and services to the customers, you build a personal relationship with them. This gives them immense satisfaction as they get exactly what they require and build loyalty towards your business.

9. Adopt Omnichannel Approach

One of the most effective ways to enhance customer satisfaction and loyalty is being omnipresent. This means that you should be available for the customers on multiple channels. Nowadays, people use a variety of channels for different purposes. The key is to serve them through the channel they prefer. For this, you have to be present on multiple channels, whether it is payment options, support, or anything where the customers need to contact you.

10. Maintain Consistency for older Clients

Companies focus on attracting new clients and giving them new offers to prompt them to do business with them. But at the same time, if you ignore the older clients, it will not be suitable for your business. Remember that existing customers are your primary stakeholders and give you a lot of business. Research suggests that 65% of the business comes from the existing customers only. So you must take care that you consistently provide amazing experiences to your existing clients in order to retain them and get continuous business from them.

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If you give exciting offers to your new customers or potential customers but charge high prices from your existing customers, it’s like penalizing them for loyalty. Instead, ensure that you provide them with more benefits than you offer to the new clients.

11. Focus on Empowering Employees

To provide excellent Customer Satisfaction to your customers, it is necessary to empower your employees so that they can serve your customers well. Firstly, ensure employee satisfaction because satisfied employees are more engaged towards the organization’s work.  

Secondly, provide them with the necessary training they need so that they can serve the customers better. If a customer asks a query, they must be able to respond at the moment and resolve customers’ queries and concerns.

And most importantly, they must have some authority to make minor decisions like giving a small discount, waiving off late fees if it’s not too late, applying an offer whose validity has just finished a day ago, etc. When customers make such requests, and your employees entertain them without going into the long process of obtaining approval from their seniors, it increases customers’ satisfaction and makes them more loyal to your brand.  

12. Go beyond your rules to support the customers

It’s good to follow your policies and stay firm in your values, but remember that rules are made for people, and it’s better to break them sometimes. For instance, you are in a service-based industry, and you have a customer who always makes his payment on time. But in one instance, he forgets to make the payment, and a late fee is applied to his bills. He requests you to waive off the late fee, as this was the first time delay and that too a minimal delay.

Now, even if, according to the policies, you can charge a late fee, it will be much better if you entertain his request and waive off the late fee from his bills. Going beyond the rules in such instances will enhance customer satisfaction and increase their loyalty to your brand.

13. Collect Customer Feedback

Customer Feedback is crucial for every business to collect. With Customer Feedback only, you get to know how customers perceive their experience with your products and services. It helps you understand what customers expect from you and what you should do to live up to their expectations.

Getting this vital information enables you to serve your customers well and in the way they want to be served. By getting feedback, you can make your action plans, improve your products and services, and do the right thing to satisfy your customers. Use good Customer Feedback Software to share Customer Satisfaction Surveys with your customers to collect their feedback, measure satisfaction, and improve Customer Experience.

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14. Admit where you are Wrong

There is nothing more frustrating for the customers when they make a complaint, give valid logic where you were wrong, but you don’t admit your mistake. This turns them down and creates a poor experience for them. Researches suggest that 32% of the customers would leave the brand they once loved with just one instance of a poor experience.

So even if an experience is gone wrong, admit your mistake, apologize to the customers, and do whatever it takes to improve their experience. Never argue with the customers, especially when the fault is at your end.

15. Respond and Take Action on Feedback

The worst thing you can do with Customer Feedback is to do nothing with it. Collecting feedback and not doing anything with it makes the entire effort of collecting it go useless. So always respond to Customer Feedback and take the necessary actions required.

Thank the happy customers, ask the customers what you can do to improve their experiences, apologize to the unhappy customers, take actions to improve their experience, and close the feedback loop effectively. When you take action on Customer Feedback to improve Customer Experience and tell them what you have done to improve their experience, it gives a very positive feeling to them and can even change negative feedback into a positive one.  

16. Reward Customer Loyalty

Reward your loyal customers for being loyal to your brand. Ways of rewarding can vary. It can range from giving a small additional discount to running a full-fledged loyalty program to benefit your customers. Ensure that whatever you do actually benefits your customers and rewards their Customer Loyalty, and it’s not just for the sake of just having a loyalty program.

Conclusion

Customer Satisfaction and Brand Loyalty are necessary for any business to survive and grow and they are both interrelated to each other. Without satisfying the customers, no business can survive, and to be successful, every business must have some loyal customers. When you are able to satisfy your customers, it generates Brand Loyalty in them. Then they choose you again and again, and eventually become your loyal customers. Loyal customers not only make repurchases but also attract more customers with their positive reviews and word of mouth.

So to make your business successful, you must always focus on providing maximum satisfaction to your customers and creating great customer experiences. You should collect customer feedback, work on it to improve customer experience and always encourage customers’ Brand Loyalty by rewarding your loyal customers.

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MARKETING

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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