Through case studies and case stories, you can enhance your company’s SEO value. When you tell the right story at the right time, you become the solution to your clients’ problems. If people can relate to your story, you’ll generate organic search traffic. All you need to do is tell your customer’s stories to bring your SEO to the next level!
What you’ll learn
- How to capitalize on people’s intention
- The three things you need to do to increase your traffic
- Why you need a success story page
Resources mentioned in this episode:
- Stake Your Claim: The Four Ways Your Business Must Win in the Wild West of the Web
- My Free Download shows you 9 proven systems to start sourcing your own case stories.
- Case Stories Course
Welcome to the Garlic Marketing Show
It’s Ian Garlic. I’ve got a great mini episode for you.
Today, I’ll talk a little about how to increase your organic traffic and increase your SEO using case studies, more importantly, case stories.
You see, I use case studies because I want to get some SEO value out of this, and that’s exactly why I used the term “case studies” in the title, but really you should be telling stories.
Go in the episodes about telling stories. Make sure you listen to “The Right Story, The Right Time.” That’s a very important episode for you to listen to, but I’m talking about the right time.
When someone (goes to) has the intention, we’re talking about intention vs. attention in other episodes..
When someone has the intention with SEO.. that means they’re looking to solve a problem, right?
One reason we go to Google, is we want to solve, and answer a question that inevitably solves a problem.
If you’re trying to figure out a movie star’s height, weight, birthday, it’s in the back of your mind.
So, it’s solving some sort of problem, but with case studies, you can greatly increase your traffic.
First of all, I can tell you that I’ve seen people looking for case studies across all the sites that we manage, and are actually typing in the term, “case studies” into Google and searching for case studies. Because they want to hear stories of people doing the stuff that they’ve done.
I’ve seen this because they want to validate, sometimes, the work. Well, if you’re a marketer, they’d want to validate your work. Maybe they want to validate the concept of SEO. So, people are searching for case studies.
And when someone goes to Google and searches, that’s what’s called organic search traffic.
Most of you know that, SEO (Search Engine Optimization), optimizing for that search traffic, if you don’t know the basics of SEO. I got a great book called “State Your Claim.” It’s an illustrated, fun book that tells you the basics of SEO.
I’ll put a link in there to Amazon so you can buy it. It’s not that expensive. But it’s really.. everyone should read it. It’s the basics of SEO.
But we’re going to talk about something more advanced here. We’re going to talk about using case studies.
If you’re doing case studies, which I highly suggest, case stories, you know, you can do them. We have a course out there on how to do case stories using your iPhone. Once again, it’s inexpensive, but you can use your iPhone. And if you want to go and start shooting an interview with your customers today, do it. This is just, kinda, the next level.
But, if you’re creating those case stories, you can create video SEO, right? Because most people go to Youtube. It’s the second most used search engine out there. That’s a fast way to get ranked for a specific term.
I’ll tell you the three things you need to make sure you do.
You know, optimize your video, or you write a case story, write a case study, write a blog post about it.
Title it very specifically about the actual problem and the more specific the better, because if someone has that exact same problem, right, whatever the problem is, whether you want to get more traffic for your cooking blog, or how to lose 10 pounds before my wedding day.
Having that case study there, instead of you telling how do people do it, tell the story of someone who actually did it. It’s a great way for someone to connect with you, because now they’re going to be interested and they’re pretty sold, right?
They’re pretty sold on your service because they’re reading that case study.
So make sure that title is very specific and then, make sure that, in the description, you have as much specifics as possible.
I’m talking about the right story at the right time in that episode about the proper story format.
But I want you to understand that the proper story format should also be happening in a lot of your blog posts. It should be happening there where you should have the exposition, conflict, resolution, and in that exposition part telling as much detail about a person, about the product, as much detail in this case story as possible.
Because it is those details, that when someone goes to Google them, they’re going to be more likely to find you.
Let’s say you’re selling TVs. You want to be ranked for television, it’s not going to happen, but if I want to have a 42-inch, 4k TV with 5 HDMI that’s light enough to hang on my wall, boom, you know I’m buying right then. If I search for that, you know I’m buying.
I’ve done my research. I’m ready to go. And if you do a case story of someone showing that TV, people are going to buy from you.
They’re going to buy from you because they’re going to be like “aww man, that works!”
And that’s it! So, the third part is to make sure you’re putting links to that case study in many places as possible. Make sure you have a success story page on your website.
Make sure you’re using it throughout your funnel. Make sure you’re driving as much traffic to a single source as much as possible, especially when it’s relevant.
And if you’re doing those things, you’re going to drive traffic. It’s going to show up higher on the searches. There’s a better chance of it getting linked to. There’s a better chance of someone using it someplace else. And that specific case story, especially if it’s a video about you, you won’t have anything to worry about because if they steal the video, well, it’s still talking about you.
Well, like I said, video is a definite way to go. You can get the video into the Google search results. We’ve done that for a lot of our clients. And you can get that video, the case study video, on the search results. And isn’t it better if someone Googles your terms and find someone talking about you, and how great you are in their journey and get some emotional response then you’re just talking about the features of working with you and you’re telling about your unique value proposition, YES, all day long.
So hopefully by now, you understand the power of the right story at the right time. And over time, when you craft and source and market other stories you’re going to have those stories built up. So then, when a new media channel comes out, when it’s time to give a talk, in times of giving a podcast, in times of being in an interview, you have these well crafted stories, then you have these stories right at your finger tips, and you have them in your marketing funnels.
Because, guess what, people are going to have to hear the stories over and over, especially if it’s an extensive customer story. If it’s a great case story, they’re going to hear parts of that story over and over again to remember it. Each time, they’re going to have a new emotional response to it.
But by being a media company, by collecting, sourcing, crafting those stories, telling the right story at the right time, I promise you, you’ll have a business that’s impenetrable. You’ll have a business that you enjoy and that people love.
The right people love.
That’s it for today.
It’s been Ian Garlic. Garlic Marketing Show.
If you have any questions, please go to my facebook page and ask them.
Just comment on this post. Find and put a comment in there.
Join us soon, as we’ll talk more about how to collect, how to craft, how to source these stories. Talk a lot about case studies in upcoming episodes.
But really, it’s about the right story, at the right time, and start sourcing those stories right now.