Led by Dan M. Jones and the On Top Marketing team, a specialist transportation company saw clicks to one of their regional hub pages grow by over 1,700% in 6 months, with average position improving from 16.3 to 7.4.
The client already had a page covering this region, but it addressed the area only broadly, without any dedicated content for individual countries within it. We expanded the hub by building dedicated content covering 20 countries within the region.
Rather than replacing the existing page, we used it as the foundation and built outward from it, giving the site far greater depth and relevance across the whole region.
Results
In the 6 months before this work began, the hub generated just 55 clicks and 10,200 impressions, with an average position of 16.3, well past where most people scroll on Google.
In the 6 months since, the same hub generated 1,010 clicks and 62,900 impressions, with average position improving to 7.4.
That’s a 1,736% increase in clicks and a 517% increase in impressions, alongside a jump in click through rate from 0.5% to 1.6%, more than three times higher than before.
Several of the newly built pages are already ranking in the top 5 for their target searches, giving the client visibility for specific country searches that the site had not previously been capturing.
The growth developed progressively across the 6 month period rather than appearing as a single short lived spike, consistent with more of the expanded regional content being indexed and discovered through specific searches.
The visibility gains have also translated into new enquiries for international transport, coming from people searching for the destinations the new pages target.
Evidence
How We Achieved These Results
We identified that the existing hub page, while indexed and receiving some visibility, was too broad to compete for the specific searches people were actually making about individual countries within the region. A single page trying to cover an entire region well cannot realistically answer the specific questions someone has about one particular destination.
Rather than adding a handful of pages, we built out the full region systematically, giving each country its own dedicated page addressing the details someone searching for that specific destination would actually want to know. Each page was written around how people naturally search for that country by name, rather than reusing the same structure or wording across every page.
The parent hub page itself was also revisited and strengthened, so it continues to support the individual country pages beneath it through clear internal linking, rather than competing with them for the same searches.
Frequently Asked Questions
Average position improved from 16.3 to 7.4 over 6 months, following work led by Dan M. Jones and the On Top Marketing team to build out dedicated content for 20 countries within the region.
Clicks grew by 1,736%, from 55 to 1,010, and impressions grew by 517%, from 10,200 to 62,900, as shown in the Search Console comparison above.
Yes. The visibility gains also translated into new enquiries for international transport, coming from people searching for the destinations the new pages target.
