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How to Use White Papers for SEO Purpose?

How to Use White Papers for SEO Purpose?
April 19, 2017

How to Use White Papers for SEO Purpose?

Apr 19, 2017
Venu Puram
Venu is a Digital Marketing Professional.

A white paper is a trustworthy document published by a company to help or highlight the features of a solution, product or service. White papers are sales and marketing documents used to attract or encourage potential customers to learn more about or purchase a particular product, service, technology or methodology. White papers are created and are being used as a marketing tool for a sale, and not as a user manual or any other specialized document developed to provide support to the user after making a purchase. Having an alternative way for search engines to know that you are an expert on a certain subject will boost your brand and overall ability throughout the web. If you have tutorials, helpful guides, advertising brochures or any other type of content that can be repurposed into a white paper, having multiple points of indication on a subject can benefit both your readers and the search engines, as long as you edit the content so you’re not stepping into the identical content pitch. An exciting and perceptive white paper is so much more than just an interesting PDF, it’s a doorway into another marketing channel. Marketers generate white papers to instruct their audience about a specific issue or explain and endorse a particular methodology. They are complex problem-solving guides. Normally, whitepapers require at least an email address for downloading and making them great for capturing leads.

How to Write a White Paper

Writing a white paper is not an easy job and it can absolutely be a challenge. First of all, you have to consider how to make it short and brief, but still, take the right ideas to the outlook. Then you need to concentrate on the language you use. Do not sound too complicated, avoid methodological expressions as much as possible and try to specify real information in order to be credible. Make the headlines clear and specific.


Gives you a vision of the paper without upholding the whole conclusion. It should not be longer than one paragraph. Sometimes clients or visitors read only the introductory part and the conclusion, so better specify the material that gives them a reason to keep on reading.


Provide readers with a typical report that helps them understand facts about specific issues and to identify themselves with the problem described.


Describe how the software works in general. Give sufficient details, readers can make their own decisions about the usefulness of the future solution.


Tell the readers about your product or services but only after you have committed them of the facts of your argument. Justify them why your solution is the best presented. Talk about the benefits and provide supportive evidence.


Write a one-paragraph summary of why your solution is the best. Highlight the advantage of consuming this product as well as the disadvantage of not using it. Also, don't forget to indicate the works mentioned and the hyperlink resources you used. Give the reader details about how you can be communicated. Visit your site? Contact your company? Some tips about how to make a white paper a successful marketing tool. Here are some outlines on how to write your white paper:

  • Use graphics, charts, diagrams, tables, and photos. They make a white paper more interesting and realistic and they are probably increasing the credibility.
  • Give examples and case studies, which are much required. Readers want to see realities, real cases, and inspirational stories.
  • Use informal, easily understandable language.
  • Affix to no more than 25 pages. The length of a white paper generally varies between 4 and 25 pages. Writing more than that becomes uncertain, as you may lose the audience.
  • Mention third-party sources whenever is possible.
  • Avoid direct marketing. People dislike the idea of intentional that they are proposed something for money. Write in a positive "non-sales" style.
  • Aim on benefits more than features. This is how the customers will come to know that you are not trying to sell them rather they don't want. They have the chance to see what are all the services meant for.
  • Use latest and practical information. It would be a pity if the information shared is out-of-date. So, an extreme research on the topic is added than recommended before preliminary writing a white paper.
  • Use real hints.
  • Avoid "revolutionary" and "cutting edge" etc. If your product is one of these things, purchasers will definitely recognize that.

Why is it Important?

A white paper is valuable no matter what kind of business you have, i.e. business-to-business or business-to-consumer.

  • A White Paper recommends solutions to your potential problems.
  • It does not undertake to praise your company or products.
  • It makes the reader interested when reading it.
  • It commands the reader to take action and search more for the problem-solving product.

How to Effectively Use White Papers for SEO Purposes

The white paper is a tool that companies have used for years to existing customers with a reliable document that presents a specific view of a topic or an innovative solution to a complex problem. Over the years, we know that there are other ways to utilize white papers. UK companies can go above and beyond printing white papers and distribute them to clients by publishing them online for SEO purposes.

Start with the Basics

The effectiveness of a white paper as an SEO tool activates with the basics. As with any other form of online content, the white paper is a theme to the same kind of analysis search engine algorithms apply to blog posts, advertising copy, and so on. Thus, we start with the basics of SEO from the viewpoint of search engines. Using Google’s standards as an example, choosing the title of an effective white paper is critical. The Google SEO guide explains that document titles tell both search engines and readers what a document is about. So choosing a relevant title that essentially summarizes content is very helpful. We then use that title on the white paper itself as well as in the title tag of the webpage where the white paper will be published. Other basics includes

  • Using short but descriptive titles.
  • Creating use of the meta-description.
  • Using the document title to make a unique URL.
  • Creating a white paper that is important and useful.
  • Using the right equilibrium of keywords and phrases, in the right volume.
  • Making use of commanding links to related sources.

These are all things that apply to the genuine creation of the content on its subsequent page. But using white papers for SEO commitments goes beyond the basics of search engine algorithms. It ranges to how your readers identify the information you are providing.

Developing Authority

A properly created white paper presents readers with a problem or challenge, proof that the problem or challenge exists, a practical solution, and reasons representing that the issue of the white paper acquires the necessary skills, knowledge, and properties to apply a satisfactory solution. In short, the white paper creates the issue as an expert on the question at hand. This offers remarkable SEO value. Generally, UK companies work with their white papers to

  • Address an industry subject that in which no one else is addressing.
  • Give detail solution where no one else is offering.
  • Specify a starting point for additional blog content.
  • Clarify the benefits of a specific solution.
  • Explain how their solution is superior to the competition.

By creating a white paper to do these kinds of things, the issuer is giving customers a reason to query about the products and/or services that the company offers. It is a lot like falling unkind while you are out and about having a doctor approach for you to identify himself. Using white papers makes web traffic which, in turn, influences search engine algorithms. When information in a white paper is accessible correctly, it also leads to recommendations. Those recommendations transform into social media references, link sharing, and even more traffic. If your company has certainly not used white papers for SEO, you may want to count doing so. The white paper that offers your company or organization as an expert within your industry can go a long way to improve SEO performance. Benefits of Writing White Papers

  • It produces more sales, reliability, and trust.
  • Your paper gets to be recognized by IT directors and business executives, so if your paper gets read, you acquire a lot out of it delivered your paper is well-written.
  • It makes readers interested in what you have offered.
  • Readers react positively when advertising a problem-solving report.
  • Online users search for quality content which can be implemented in these white papers.

From the maker's point of view, it is useful to know that sales can be increased if the delivered paper is professionally written. Elaborating a paper is not assumed to be overwhelming nor cause exhaustion effects, and given that you keep your converge, then you'll have the best out of it. While creating a white paper you must primarily focus on the difficulties of your clients. This is when your clients are likely to read the white paper. If you give clarifications first, the clients are prone to turn away from the very beginning. Thus, it is important to stress on the reader's interests and desires above your own.

The Benefits of White Papers for SEO

Benefits of White Papers for SEO

  • White papers are the best and most popular method for companies to share information. They function in most cases to educate, to instruct, or to assist companies in decision making about products and services.
  • Companies normally use white papers to showcase or to focus their strengths in a given area. It shows the ability that the company has in a specific niche. White papers can also be very advantageous for SEO purposes. While most white papers are written and released in a PDF format, most are enlisted on both the website of the author as well as in other online sites.
  • While it is not usually known, PDF files are searchable in most of the search engines. That means that they are additionally able to be used to benefit the company using them in search engine optimization and hence support in rankings.
  • Moreover, PDF files can be indexed. That means they can also be improved for search. When advertised correctly, they will support you in your online rankings.
  • Showing the search engines and your readers that you are an expert in a given field will help to endorse and to showcase your brand in which your products and services can benefit. If your company has earlier published tutorials, guides to products or services, or promotional booklets, intermixing all of those to create a white paper may help you to rank better. It may also help your company to be seen as the source that you are on a given subject.
  • One thing to be considered is that if you are going to repurpose content previously used to create your white paper, it must be modified, improved and referenced where necessary. The information should be perfect and may certainly be similar, however, the text of the booklets and tutorials should be revised to ensure that duplication consequences do not arise.

Simple and very basic SEO practices should apply to your white papers.

  • Use appropriate keywords in your text that are aimed to attract the audience you desire.
  • Follow your traffic to make sure that you’re aiming the right audience.
  • Write naturally, for viewers, not search engines.
  • Use social media channels to endorse your white papers.

If you are professional in your field or area, frequently producing and advertising high-quality content is an important part of remaining visible in the field of search engines. Taking time to create a few white papers and adding them to your blog postings or additional creative writing will generate more visitors and will show you as an expert in your field.

What Are the Industry Standards?

Technically, there are no particular requirements for whitepapers. Anybody can call anything a whitepaper - this doesn't mean you should, though. Exclusive of some boundaries on what is and what isn't a whitepaper, we risk puzzling our audience and missing credibility. Here's what an A+ whitepaper looks like: Length: Not less than six pages, with illustrations, charts, and references. Can be upwards of fifty if the topic requires that much detail. Structure: There is commonly a title page, table of contents, short exclusive summary, presentation, several pages instructing the readers about the problems, several pages imagining a solution, several pages suggesting an example of a company that used that solution to achieve results, and a conclusion. Density: Deeper than an ebook. Whitepapers aren't usually easy to skim - in fact, readers, in general, need to read them over more than once to get every piece of information out of it. Format: The format should be in the form of PDF in portrait orientation (8.5" by 11"). Style: Professional, important, well written with well edited. It is recommended hiring a graphic designer to create a page layout, images, fonts, and colors as well.

How Are They Different From Blog Posts and Ebooks?

Whitepapers are the theoretical papers of marketing content. Readers believe a high degree of knowledge supported by solid research that is fully documented by references. While writing blog posts and ebooks can take anywhere between a few hours and a few weeks, a worthy whitepaper can take between a few weeks and a few months to write and shine. They are more serious in tone, less flashy, and more heavily research-based than blog posts and ebooks. You can expect this that the visitors may find it a kind of boring in comparison - truthfully, most people don’t essentially want to read white papers, but they do it well because they tend to be mainly detailed and informative, trustworthy, and written by industry experts.

Using White Papers in the Marketing Mix

When you generate idea leading, professional vision content, the value of this should top its return within a single business capacity. When you have business specialists, you present a unique opportunity to add real value to your industry, your readers, and your current, target market. Believe about white papers as your platform to share vision and leverage that value to your audience from content creator to consideration leader – this can include all of the marketing mixes. A white paper, when well written and properly endorsed, can be a motivation for social engagement, a beneficial means to encourage people to relate to your brand, and something that constantly seems the marketing mix. For the professionals creating this content, white papers can cabinet their expertise and offer inner work life benefits. Their particular brands are tied to the business and their service, which can be great for business wins and will help in all forms of marketing mediums. For those handling the content, white papers can express trust and associate something very important in removing difficulties to conversion success irrespective of the medium. For a website, white papers deliver a form of evergreen value and depth of content which specifies search gains, both algorithmically from the search engines, and in times of quality signals and trust with the user. The above is just the very beginning of how white papers can be used in the marketing mix. The more you can nudge into their potential application options, the greater the opportunity becomes.

How to Promote a White Paper

Writing a white paper is not all. You should pass it over to your targeted audience. People have to read it. Promote a White Paper Here are some ideas on how to do it:

  • Submit the paper on websites/blogs that your target audience visits.
  • Autoresponder or newsletters.
  • Circulate printed copies on trade shows.
  • Present free copies through pay-per-click advertising.
  • Create banners, posters or buy sponsored links.
  • Create a specific area on your website and advertise the white paper on related pages.

Measuring White Paper Success

When regarding at the metrics for success of new white papers created, or for extra investment in this area of your business, the following are great starting points

  • Social Public Relation and sharing metrics.
  • On-site property and engagement metrics.
  • Impact towards search success (impressions, traffic, end results).
  • Public Relation and natural ‘linkability’ metrics.

Indeed, the metrics fixed to a white paper’s remarked success will be specific to the goal of generating it in the first place, so do not limit the success identification to the above points – these are just a starting point.


White papers are efficient tools in selling your products exclusive of actually focusing on sales. If your product or service is trustworthy and you know it's worth, then this is the answer for you. Many companies have attempted it and statistics prove its functionality.

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