How To Utilize SEO in a Whitepaper

The 2019 Benchmarks for Content Marketing Report, a study by the Content Marketing Institute, found that more than half of companies with an online presence create whitepapers for their products and services. Writing an SEO whitepaper is becoming increasingly popular because whitepapers contain top-tier content that establishes your credibility and has a longer shelf life than other types of SEO content.

What Is an SEO Whitepaper?

A whitepaper provides an in-depth analysis of a specific subject. Typically, it highlights your company’s products or services and encourages the reader to do business with you by showing them that you have the best solution for their problem.

A whitepaper is different from a typical blog or article about a topic. It is a detailed academic paper and usually is at least 2,500 words. It should be more educational than a sales pitch and should be written in a professional tone.

What Are the Benefits of an SEO Whitepaper?

There are a number of good reasons for writing an SEO-optimized whitepaper for your business.

Establishes Credibility

An SEO whitepaper is all about facts, so it presents you as a credible source of information in your industry. The reader is more inclined to believe the information you provide and feel you have a solution to their problem.

Increases Engagement

A whitepaper is typically presented as a downloadable link. You can increase engagement by adding the link to your website as well as to your social media posts and emails.

Generates Sales

An SEO whitepaper offers both marketing and informational content, which makes it more interesting for the reader. It’s often easier to convert sales from whitepapers in a more cost-effective way than sponsored ads and other types of marketing.

What Are the Different Types of SEO Whitepapers?

Depending on your industry and goal, there are several different types of whitepapers you can produce.

Educational Whitepapers

An educational whitepaper is a guide to the topic you’re writing about. It may provide how-to instructions or offer an in-depth explanation of the topic at hand. This type of whitepaper typically contains lists or steps that make the content easier to digest. The primary goal is to educate, not to persuade the reader to buy something.

Problem & Solution Whitepapers

A whitepaper that talks about a problem and provides a solution is the most common type. The first part of the paper highlights the problem and makes it clear that the reader needs to find a solution. The second part of the whitepaper presents your product or service as the natural and best solution to the problem.

Technical Whitepapers

A technical whitepaper outlines how something works and is most often used to promote a new product. This kind of whitepaper typically includes statistics that support the product’s effectiveness, well-supported claims of your company’s success, and a thorough description.

How Do You Implement Whitepaper SEO?

A good whitepaper features several SEO-optimized components.

Decide on a Relevant Topic

Who is your target audience? What problem do they have that your products or services can fix? What are their interests and goals? Your topic should focus on providing a solution to their problem.

Before choosing your topic, analyze your customer feedback, check social media to see what topics are trending in your industry, and use keyword research tools to see which ones are most popular on Google. After you have a good idea of what your target audience needs, choose a topic that meets those needs.

Create an Interesting Title

Your whitepaper’s title is the first thing readers see, so it must be interesting and encourage engagement. Include a benefit, have a strong hook, and use your main keyword. Numbered lists, questions, and words such as “complete” or “ultimate” are common ways to make your title more appealing. For example, a landscaping company might not get much engagement from a whitepaper titled “How To Maintain Your Lawn,” but it could see more readers with a title such as “8 Proven Strategies for Creating the Ultimate Landscape Oasis.”

Write a Search Engine Optimized Introduction

The introduction to your SEO whitepaper has several responsibilities. It must establish your credibility on the topic, set the tone of your paper, and entice readers to keep going. Start with a hook that draws the reader in, such as a quote, story, or statistic. Then, explain the purpose of your whitepaper and how your readers will benefit. Remember to include keywords and a clear call to action to continue reading.

Use Proper SEO Whitepaper Formatting

When you write your whitepaper, the way you format it matters. The right format improves your overall SEO and ensures your information is well-organized and easy for your audience to read. Use headings and subheadings, add lists or bullet points where needed, and include visual elements such as graphs or images that support your point.

Remember to use your keywords throughout your whitepaper, but avoid stuffing too many in or using them unnaturally. Internal and external links are also important because they increase relevance and your authority on the topic.

Build Better Metadata

Metadata is as important as the content in your whitepaper. This is the information that social media platforms and search engines provide when someone shares or searches for your content. The URL, title tag, meta description, and image descriptions should all include your main keyword. An engaging summary of the whitepaper and a call to action is also important. Remember to keep your metadata concise and accurate.

Have an SEO Whitepaper Landing Page

Your SEO whitepaper’s landing page is how you gain leads and potentially convert them into customers. A landing page is a simple yet well-designed page on your website meant to intrigue readers and convince them to download your whitepaper. It should highlight why your whitepaper is valuable, list the main points it covers, and offer social proof. Include a form that asks for the name, email, and any other information you need to follow up on leads. Consider making it extra enticing by offering something such as a discount or a free consultation.

Allow BKA Content To Create Your High-Quality SEO Whitepaper

Taking care of your company is hard work and you already have a lot on your plate. Let BKA Content handle your whitepaper SEO. Our talented writers are ready and happy to create an SEO whitepaper that is well-organized, well-written, and SEO-optimized to help you gain traction in search engine rankings. Learn more about how we create content that holds value over time.