How To Optimize Your Whitepapers For SEO. Mastering On-Page Optimization [Part 2]

Craft meta titles and descriptions like you're writing a teaser for the next big blockbuster.

Welcome back, SEO geeks! If you are here, you might have already read Part One of our #SEOgeek series, How to optimize your whitepapers for SEO. To quickly reshuffle your brain, in part one, we went through the basics of making your whitepapers SEO-approved! You learned user intent, keywords, title optimization, value-centric content, meta descriptions, tags, backlinks, and distribution. 

YAAAY! Now, let’s get to business! In Part Two, we’re gonna deep dive into topics such as on-page optimization, long-tail keywords, exact match keywords, internal linking, featured snippets, and readability. 

Are you with me? Let’s not waste any more time and dig in.

Try to always understand the intent behind keywords.

On-Page Optimization or how to transform your content into a machine

I know that internet wisdom tells us to be humble and all that, but you don’t want that for your content. Humble optimization is just another way of saying you don’t want to succeed. Here’s what to do to make your content a DIVA.

  • Keyword Placement: Place your primary keyword in the first 100 words and first heading. It’s like making a grand entrance at a ball.
  • Meta Magic: Craft meta titles and descriptions like you’re writing a teaser for the next big blockbuster. Keep them catchy, keyword-rich, and under 160 characters. I really don’t understand how so many content writers forget the importance of a catchy meta.

  • Heading Hocus Pocus: Structure your content using headings (H1, H2, H3). Include keywords but keep them natural, like adding just the right amount of glitter to a gown. You don’t want to look like you’re trying too hard. Plus, search engines sense when you write for them, which they dislike.

  • Images: Don’t forget the power of alt-text in images. Describe what’s in the image and sneak in a keyword or two, like hiding a secret message in a painting. I LOVE doing this.

Long-Tail Keywords or how to take it to the next level

Every diva has a secret, and long-tail keywords might be yours. They’re specific, niche, and what your audience is really searching for.

You can use tools like Google’s Keyword Planner or SEMrush to learn which ones you need. Nowadays, you can also use ChatGPT. Find phrases that are specific to your topic. It’s like finding a rare spice in a bustling market.

Next, you will want to understand the intent behind these keywords. Does your audience want to learn, buy, or just explore? Match your content to their needs, like creating a perfect menu for a dinner party.

Pinpoint accuracy is key, but too much, and you’ll scare away your audience.

Exact Match Keywords or how to be the best at what you’re doing

These are the sniper shots of your SEO strategy. Pinpoint accuracy is key, but too much, and you’ll scare away your audience. There’s a fine line there, and unknowledgeable writers will cross it. 

Find a balance. Weave them into your content naturally. It’s like seasoning – just enough enhances the flavor, and too much ruins the dish. Ugh. I hate it when that happens. 

Make sure they fit into the context. Don’t just drop them randomly. It’s not just about having the keyword; it’s about making it part of a meaningful conversation.

Internal Linking or how to build secret passages

I recently visited Florence and went on a guided tour through Palazzo Vecchio’s Secret Passages and it was better than Italian pasta, and I don’t say that easily. But Gosh, it was so thrilling. 

Internal linking can be as thrilling as that if you know what to do. Internal links connect your content to a web of relevancy and interest. At the beginning of the article, I shared Part One with you and linked to it; that’s internal linking. 

You can do the same for your whitepaper. Link related articles to keep the reader engaged. It’s like creating a trail of breadcrumbs through your content forest.

Use descriptive anchor text. It’s not just ‘click here,’ but rather ‘explore our comprehensive guide on whitepapers’ but I prefer to give the title so readers like you know what to expect already. 

Featured Snippets or how to be Google’s favorite

Grabbing a featured snippet spot is like getting a solo performance at the search engine opera. Gosh, what a feeling it is to be the ONE! 

You can do that by framing parts of your content as answers to common questions. Use ‘How,’ ‘Why,’ and ‘What’ to structure these. Also, Google adores lists and bullet points. They’re like choreographed dance steps for your information. As a matter of fact, we all adore a good list.

Use short sentences and paragraphs. It’s like composing a tune that’s easy to hum.

Readability or how to NOT get people bored

Last but definitely not least, you MUST invest in readability. Your content needs to flow like a sweet melody. A good tune that people play on repeat. 

Use short sentences and paragraphs. It’s like composing a tune that’s easy to hum. Don’t forget people’s attention span nowadays is CRAP. Even while writing this article, I constantly tell myself to write short sentences and jump to the next thing fast and furious. 

Write in an active voice; most people will tell you, but that depends greatly on your audience. In tech writing, passive voice is welcomed. In storytelling, maybe less, but still, I don’t see it as a big problem as long as your content brings value. 

Embrace white space. It gives your reader’s eyes a place to rest, like a quiet spot in a lively garden. As you can see, I like white space a lot. You should see my LinkedIn posts

Closing thoughts

So, there you go, SEO geeks! Armed with these techniques, your whitepapers are all set to waltz elegantly through the SEO ballroom. Remember, it’s not just about using the right keywords; it’s about creating content that resonates, engages, and dances to the top of search rankings.

If you are still trying to figure out how to start or implement all these, reach out to us, and we will get you through it. 

Stay tuned for more content. Until then, keep your SEO sparkles shining and your content twirling!

Au revoir, SEO stars! May your pages always be optimized and your keywords ever-charming.

With care for your brand,
Stefana Sopco.



Wizard of Digital
Warm-hearted content & copywriter with an endless passion for storytelling. SEO geek and experienced digital marketer with data well kept in her pocket. Always with a book in her purse. Animal lover and rescuer. Ghostwriting her own cats. Active listener, able to empathize even with mosquitos. Find her on LinkedIn, Instagram, Facebook and her website.

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