9 SEO Tactics to Optimize eBooks, Infographics and White Papers

Do you currently use white papers, eBooks, or infographics to generate leads? Content marketing remains a cornerstone of B2B lead generation, with these three formats continuing to be powerful tools in the content marketer's arsenal.

Not convinced you should add them to your marketing mix? Well, consider several advantages they offer: They are perfect top-funnel content, have a longer shelf life than other content, and establish your credibility as a thought leader or designer. In today's digital-first environment, they're also ideal for lead generation and nurturing campaigns. But even with that in mind, you have to make sure people can find them, and that calls for healthy search engine optimization (SEO) habits.

Keep reading to see the differences between the three offerings and tricks you can use to optimize them for SEO.

The Differences Between White Papers, eBooks, and Infographics

Generally, eBooks are longer (15 – 200 pages) and focus on introducing the reader to a problem (one your company solves ideally), while white papers are shorter (2 – 10 pages) and more industry-related or technical.

Infographics are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly and can be used for a variety of campaigns. eBooks can be more design-heavy and incorporate visuals like an infographic, while white papers are more content-focused.

When creating any content, there are a few aspects to consider, such as your target audience, the visual design, and the distribution avenues. As noted, another crucial consideration is optimizing this content to maximize SEO performance.

How Do You Maximize White Papers, eBooks, and Infographics’ SEO?

With these modern SEO tactics, savvy marketers can increase their content's reach with potential clients and customers. The better the reach, the more opportunity for attracting qualified leads to your company.

Start with Your Buyer Personas

• Identify which buyer personas your white paper, eBook, or infographic is targeting
• Determine what and how much information that persona will find value (this will help you zero in on the length of your content)
• Research search intent and user behavior patterns
• Select keywords and keyword phrases that reflect your buyer personas' interests to incorporate within the content
• Write the copy featured throughout your white paper, eBook, or infographic using natural language processing (NLP) principles

Optimize Titles and Text

• Use topic-focused titles and headers that align with search intent
• Place primary keywords naturally within titles – both on hard copies and web copies
• Ensure your file uses descriptive names for better indexing (i.e., SEO-Best-Practices-Guide-2025.pdf over document1.pdf)
• Incorporate semantic keywords throughout the content