How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling.
The main elements to think about are listed below:
Who is searching and at what stage of the funnel?
Keywords differ based on the funnel stage. Do your research with tools like SEM Rush and make sure you infer what stage of the decision-making process a viewer is likely to be, to work out what role your case study should have.
What is its primary use? Could it be sales enablement?
For many, case studies are primarily a sales enablement tool, helping the commercial teams counter objections, providing credibility and authenticity. This may be your primary use case and if so do not compromise this by chasing an SEO strategy which harms the storytelling impact.
What can you do in your CMS?
With your keywords, think about the elements of the page powered by your CMS. Your checklist is below:
Your title. On many CMSs this forms the main page title, the on-page H1 heading and directly populates the url. Make sure it is punchy, sets the scene and talks to the pain point keywords you want to target
Don’t forget the meta description. Many B2B marketers just copy and paste existing text but why not get chat GPT to rewrite it for you as it is an excellent sub-editing tool? Just remember to check the quality and accuracy of the output. Using AI can save time, you must always only use what customers have signed off.
Organise your copy on page using sensible headings following H tags – H2,H3, H4 etc. Good headings contain content to signpost the reader but also inform search engines.
Your images should have alt tags, have image names that make sense and be optimised to aid page speed. Try and avoid putting key text in an image only, such as testimonial quotes if they can also be featured on page.
Apply any tags, particularly in a CMS like WordPress, which uses them for navigation but also to add additional keywords.
Finally, don’t forget internal links. Your case studies can support others too! And always end on a call to action!
When live, keep monitoring through your analytics and watching keywords. This means you can improve the content by testing and learning to make small adaptions.
To learn more about our case study and advocacy writing services for B2B marketers, please click here.
