The world of search engine optimisation (SEO) is constantly shifting. Google in particular likes to evolve its search criteria continuously, to make sure people aren’t able to manipulate the way that it searches pages.
However, there are certain boxes that you should make sure your case study ticks in order to make sure your website has the best chance of performing well in online searches.
Unique, original content
Unique case studies each with their own pictures and accompanying text will perform better than if you repeat the words you use each time. Even if your case studies have a similar subject or the work you carried out seems repetitive, try to describe it in a different way each time.
You could turn one case study into two, by splitting it into two focuses. For example, you could do a case study on the wider kitchen fit as well as a case study focusing on the worksurface.
Use key words
Identify the key words in your case study and make sure they are prominent and clear – these are the words people could use to find your case study. For example, if you want people to search ‘North London kitchen fitter’ and find you, use this phrase in your case study. Use these key words as the description of images.
Language must be clear, however. Search engines don’t like complex sentences so don’t write a confusing sentence just to crowbar in a key word or phrase.
Update your case studies often
Search engines like dynamic content, so update your website and digital portfolio as often as you can. This will make the page seem alive. There are ways to do this automatically by linking your website and social media pages.
Search engines like to see both internal and external links. Within a case study, you could link to the company who supplied the products and materials you used, for example.
Find our more about case studies and why they are important here.
Or find out more about the Bafter platform and start producing your own case studies.