What should a good SEO case study include?
Let's break it down a little further: a good SEO case study should give you a well-rounded picture of the challenges facing both the client and the SEO firm, as well as the strategies and results used during the optimization process:
Background/Challenges: This part of the case study may include client history, as well as details regarding the challenges facing both the client and SEO company. These challenges might include being in an ultra-competitive industry, having a totally un-optimized site, having previously been banned by the search engines, etc.
Strategy: Next, a good SEO case study should lay out how the company approached the challenges and what they did to improve the site's rankings, traffic and conversions.
Summary
A good case study will lay out documented results in key areas like search engine saturation, link popularity, search engine rankings, etc. And, of course, since SEO is ultimately results-focused, a case study should include sales and conversion information if available.
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