By now you should be regularly putting interesting and informative articles on your website every now and then, probably somewhere between 400 and 800 words long. But if you’re watching other web sites, maybe competitors, you might see them putting very long articles up – 1500 words, perhaps up to twice that.
Why are they doing that?
As we’ve mentioned before, Google loves rich content. One of the ways it decides content is rich is having other media on the page, another is external links to highly respected websites and one more is length – as long as it’s not waffle. So occasional blog posts that are much longer than usual, have links to other (relevant!) websites and video or audio clips will deliver great SEO.
You might be wondering how the hell you’re going to think of something can write that ticks all those boxes but there’s an easy way out – write a case study about one of your clients. As well as being great for SEO, it will also be of interest to real people – the people who you want to sign up for your service.
Doing a case study is also a great excuse to contact past and present customers – you never know, it might prompt them into doing more work with you. They’ll also probably (hopefully) be flattered that you want to write about them too.
Can I do a case study?
You might think that case studies are only for scientific or highly technical companies but any job where you’ve delivered can make a case study – for example putting in a drive in Stalybridge, rewiring a house in Droylsden or designing leaflets for a hairdresser in Hyde.
There will have been conversations beforehand, perhaps some problems to solve before starting and along the way, even funny stories on the job. It all helps.
The key to a great case study is to ask your customer lots of questions: what went well, what how you went through the options, problems you solved etc. You can even ask difficult questions like: “Was there anything we could have done better?” The answers to that last one might be hard to hear but very useful to your business.
Case studies also give you an easy way to do some rich media – just do an audio or video interview with your customer or one of their team. If the customer doesn’t want to do it, you can record yourself or one of your team talking about the job.
In a follow-up article we’ll talk about case studies in more detail and provide a list of questions you can use to extract the good stuff.
Don’t go overboard
It doesn’t have to be a case study, of course. If you have something that you can write a lot about that’s relevant to your business then that’s fine. Perhaps there’s some technical information, or choices that your customers have to make that are easier if they understand some background information.
And as with most things to do with SEO, you need to use a blend of techniques. So don’t go mad and never post anything that’s less than 3,000 words, just post a long form article once in a while.