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11 SEO Tactics to Optimize E-Books and White Papers
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11 SEO Tactics to Optimize E-Books and White Papers

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White papers and e-books are among the most effective content marketing tactics for generating leads, and by using these SEO tactics savvy marketers can increase the reach white papers and e-books …

White papers and e-books are among the most effective content marketing tactics for generating leads, and by using these SEO tactics savvy marketers can increase the reach white papers and e-books have with potential clients.

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  • 1. 11 SEO Tactics to Optimize White Papers and E-Books
  • 2. 1. Start with Buyer Personas• Identify which buyer personas the white paper or e- book is targeting• Determine what and how much information that persona will find value• Select specifically related keywords and keyword phrases to incorporate within the content• Write the actual white paper or e-book content using keywords and keyword phrases without overdoing it 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 3. 2. Optimize Titles & Text• Use keyword-rich titles, text, and embedded links back to targeted landing or conversion pages• Place keywords early within titles• Do this both in the paper and on the web 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 4. 3. Make Use of Linking• For embedded links, use keywords as anchor text instead of “read more” or “click here”• Avoid pronouns in place of descriptive keyword• Use keywords when naming the document file 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 5. 4. Optimize Visuals• Use keywords in the file names for images and graphics• Tag images and graphics when adding them to the document• Use focused keyword phrases in images alt text• Include a description or caption with the image when possible• Text embedded with the image will likely not be read by search engines• Avoid stuffing keywords in the above and over- optimizing 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 6. 5. Optimize the footers• Use keyword taglines in the footer with a link back to relevant content or website page 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 7. 6. Have an Executive Summary• Write an keyword-rich executive summary• Aim for 250 to 400 words• Publish all over and often—landing pages, press releases, social media posts, newsletters, etc. 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 8. 7. Landing Pages• If the content targets 2 or more personas create multiple landing pages with customized and keyword specific text for each segment• Include social media share buttons on the page• Ask for persona data (job title, industry, etc.) on submission forms to see who is consuming the content and to adjust keywords if needed• Use keywords in the landing page URL 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 9. 8. Announce it• Announce publication with a press release• Use tagged links in the release to track reach• If you used cited sources in the content, share it with those sources so they might share it too• Send to niche and industry journalists and influencers asking them to report on it 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 10. 9. Social Promotion I• Use embedded social sharing buttons within the document• Tag the social sharing URLs to track reach• Prompt readers to share the material• Be creative: post as a milestone event on Facebook, as a photo on Google+, as a product on your LinkedIn company page, and as a graphic on Pinterest 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 11. 9. Social Promotion II• Don’t ignore other social sites like StumbleUpon and Reddit if that’s where your audience is at• Add the white paper or e-book to a bookmarking site like Delicious• Consider paid ads targeting demographics of personas on LinkedIn or Facebook 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 12. 10. Repurpose Content• Use portions of the white paper or e-book for a blog post• Determine if the content can be recreated as an infographic• Record a short video introducing or explaining the topic, then post to video site and optimize there focusing on same keywords• Summarize content into a PowerPoint presentation and then publish on SlideShare 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 13. 11. Content Index• Create an index page of documents on your site• Organize these documents by category using keywords in the category titles 11 SEO Tactics to Optimize E-Books and White Papers http://www.lyntonweb.com /
  • 14. About LyntonWeb INBOUND - WEB - TECHLyntonWeb is a full service web marketing and technology company. We help businesses bridgethe gap between their marketing and technology needs. Weve worked with companies in thefollowing industries, and we want to work with you. Software & technology companies Small businesses & start-ups Financial & insurance services Professional services Industrial Real estate & home developers Retail, B2C, and e-commerce Tourism Marketing & ad agencies Share these tips with your network Contact LyntonWeb