A white paper is a formal, long-form, published content that resembles a case study without naming an actual product or service. A typical sample contains citations, figures, and facts with authoritative references as support. It presents data and concepts after careful research to ensure truthfulness and credibility.
Although it is used as a marketing tool, it does not contain promotions.
Its exclusive purpose is to educate and do a theoretical analysis of a problem and provide an extensive explanation of a solution. As a business, this is an opportunity to show your expertise in the field. A deep understanding of an industry and its challenges inspires the creation of a white paper.
Unlike a blog or an article, white papers have definite goals. It follows a definite flow. It does not simply represent the author’s knowledge but also uses other content sources from other creators to further solidify expertise on the topic at hand.
White paper and SEO working together
Authority building
While the initial stages of building links in SEO is to improve visibility, it is only to make a website or page rank higher relative to a search. The authority that is established when keywords are properly crawled, searched and indexed to your website positively affects this.
Given that technical papers are traditionally in PDF format, one might worry about its practical application. With today’s digital tools, you just need to add PDF URLs to your sitemap or include them on your site’s pages so search engines can find them easily.
Website Traffic
When a white paper exists on your site or links to it, it increases clicks on other pages and boosts your site’s visit counts.
Brand Recognition
After mentioning earlier that white paper does not directly mention services or products, this might sound contradicting, but it is not. Remember that they are mostly made by the company themselves, from there, readers can have a feel of what the company offers.
Why it matters
Audience Satisfaction
Technical paper avoids typical marketing, it’s more likely to delight readers. Because it avoids unnecessary ads, it presents a genuine effort to provide useful information without expecting anything in return.
White papers may not always drive sales, but the effort behind them makes them valuable.
Because it serves a purpose beyond selling, it works with SEO to benefit both marketers and the company. Impressive writing and irrefutable facts need to be properly placed for it to work in your SEO’s favor.
Marketing agencies like Concinnity Limited offer effective ways to build these kinds of links. You can check out more by visiting their site and getting in touch with an seo expert in Hong Kong.