White papers are among the most popular method for companies to share information. They serve in most cases to educate, to enlighten, or to assist companies in decision making about products and services.
Companies typically use white papers to showcase or to highlight their strengths in a given area. It shows the authority that the company has in a specific niche.
White papers can also be very beneficial for SEO purposes. While most white papers are written and released in a PDF format, most are placed on both the website of the author as well as in other online venues.
While it is not commonly known, PDF files are searchable in most of the search engines. That means that they are also able to be used to benefit the company using them in search engine optimization and hence assist in rankings.
Also, PDF files can be indexed. That means they can also be optimized for search. When published correctly, they will assist you in your online rankings.
Showing the search engines and your readers that you are an expert in a given field will help to promote and to showcase your brand in which your products and services can benefit.
If your company has previously published tutorials, guides to products or services, or promotional brochures, combining all of those to create a white paper may help you to rank better. It may also assist your company to be seen as the authority that you are on a given subject.
One thing to remember is that if you are going to repurpose content previously used to create your white paper, it must be edited, changed and referenced where necessary. The information should be accurate and may certainly be similar, however, the text of the brochures and tutorials should be rewritten to ensure that duplication penalties do not arise.
Simple and very basic SEO practices should apply to your white papers.
- Use applicable keywords in your text that are designed to attract the audience you desire.
- Track your traffic to make sure that you’re targeting the right audience.
- Write naturally, for audiences, not search engines.
- Use social media channels to promote your white papers.
If you are an expert in your field or area, regularly producing and publishing high quality content is an important part of staying visible. Taking the time to produce a few white papers to add to your blog postings or other creative writing will generate more visitors and will establish you as an expert in your field.
If you need assistance with writing a white paper, please contact us by clicking here.