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Case Studies - Are they useful?

If you look back at some of previous content blogs, you’ll see that the majority of them revolve around Google’s preference for websites which are regularly updated with news articles, blog posts and relevant content. Case studies are another great way to keep your content fresh. Whilst these aren’t suitable for all companies, we feel that if you can have one, you should have one. It’s as simple as that.

Building Brand Confidence
Case studies are extremely useful for business to business marketing purposes. Case study pages help to build confidence in your brand, and they’re often very effective at converting visitors into tangible leads. Case studies are in effect long reviews, showing your customers exactly what you can offer for businesses like theirs.

So, what’s the catch? Well, there isn’t one. We often find that when we recommend creating a case study section to our clients, we’re met with the same three responses:

1. We don't have the time.
2. The results won’t justify the time spent.
3. We don’t have permission from our clients.

The first one isn’t too much of an issue. If you’re one of our SEO customers we can spend some of your monthly SEO time to create the case study page, and some case studies to go along with it. All we need to get started is some brief bullet points describing the work carried out.

The second is even less of an issue than the first. It’s possible that it won’t have any impact on search engine performance, but if done correctly this isn’t a problem. A few well written case studies will almost certainly help with increasing business to business leads, even if the impact on SEO performance is marginal.

The final reason we commonly hear, is that our clients don’t have permission from their own customers to write about the work they carried out for them. We can understand this, but more often than not, this issue can be resolved by taking a slightly different approach. Often, the issue is that they don’t want to share specific numbers. A simple alternative to this is to avoid using any specific numbers in the first place. Instead you should focus on the strategies you used, and describe how you overcame any problems along the way. If you need to mention any figures, to highlight the results you achieved, then stick to improvements instead of using exact numbers. For example, use “increased productivity by 150%” instead of “increased production from 5,000 to 7,500 units a month”.

Another common complaint is that they don’t want to reveal any strategies that their competitors could learn from. Again, the answer to this is to avoid specifics, keep it vague. Instead of mentioning the client’s name, you could simply refer to them as “Client A” or “Our client in the automotive industry”. The case study will simply focus on the process and the results of the work carried out, which is what your potential customers will be interested in anyway.

If you would like more information or advice regarding case study optimisation, or any of our other search engine optimisation packages, then please contact us on 01827 373564. Alternatively, you can contact us on the form below, and we’ll get back to you as soon as possible.

 

Posted by: Harvey Griffiths on December 1st, 2017 @ 3:29 PM

Tagged with: Google Optimisation Website content

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