SEO Tactics to Boost Your Whitepaper

Use social media and newsletters to promote your blogs alongside your whitepaper and make sure they are popular enough. Homepage properties should be used optimally to provide visibility to the content you want to promote. Plus, good SEO practice always includes a call to action in the headlines. Here's an example of how Oracle promotes its landing page in a whitepaper:

Convert the more complex aspects of your white paper into infographics for a better reader experience. Well done infographics can increase your audience by over 95%. Tweet! Search engines have opted for more user-friendly infographics; Google Trends data shows an increase in visitor engagement for content that includes infographics. A great way to promote your white paper is to include your infographic as an ad template to get more clicks and more downloads. Here are some examples of infographics that can increase your website's visibility.

Create engaging and user-friendly landing pages with personalized texts, including targeted keywords. Use these pages to understand your reader. Use simple but non-intrusive forms to request general information. Based on the collected data, you can then analyze your keyword lists to suit your niche audience. Make sure the internal links on these landing pages are properly mapped for better indexing and include external links such as other relevant industry white papers and social media post buttons to increase authority. This is how Deck 7 makes landing pages.

Identify keywords that rank high on Google for a topic and add them to your titles and text. Do not overdo it, as too many emails will be considered spam and can negatively impact your rankings. The images used must also be optimized, which includes reducing file sizes, naming them appropriately, and making sure their captions contain keywords for better indexing by search engines.

Include a keyword summary in your whitepaper and use it on your landing page, social media posts, or newsletters as a preview of your whitepaper. An authoritative and compelling resume will not only keep your readers interested, but it will also aid in search engine optimization by increasing the relevance of your website for the topics you are striving for.

If your white paper is optimized for PC viewing only, it can be very frustrating for your mobile viewers. The text will appear displaced and the fonts and images will not be in sync. A 2015 update from Google explicitly states that their algorithm will prioritize mobile-optimized sites and punish those that don't. Optimizing your website for mobile is an absolute priority.

Keep in mind that making your readers a priority with a few SEO tweaks will automatically lead to good search engine rankings. Your SEO tactics can only lead you to the quality and value that your white paper can provide. Quality will help lead away.

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