Key takeaways
- Structure: situation, problem, what was done, results, what the client said.
- Use real data from Search Console or analytics, with dates and context.
- Get permission, or anonymize the client fully.
- Never invent or exaggerate results or testimonials.
Our own case studies follow this structure, fully anonymized. Agencies working with us through white label SEO can describe the results they delivered to their clients under their own brand, as long as the facts are accurate.
What should an SEO case study include?
The client's situation and goal, the specific problem found, what was done and why, the results with dates and a source, and what happened next. A short quote from the client adds trust if it is real and approved. Keep each section short; prospects skim for the problem that looks like theirs.
| Section | What to write |
|---|---|
| Situation | Industry, size, market, goal (anonymized if needed) |
| Problem | What was holding results back, with evidence |
| Work | The three or four actions that mattered |
| Results | Metrics with dates, period and source |
| Next | What the client did after, ongoing work |
Which results data should you show?
Metrics the client cares about, measured the same way before and after: clicks and impressions from Search Console, leads or sales from analytics, visibility for the money keywords. Always state the period and the source. A chart without dates or a metric without context makes readers doubt everything else in the case study.
Screenshots of the Performance report with dates visible are usually the most credible evidence. Redact domain names when anonymizing.
How do you anonymize an SEO case study?
Remove the client's name, domain, logo and anything that identifies them, such as exact city plus niche plus unusual service. Describe them by industry and size. Blur domains and queries containing the brand in screenshots. If the client approves being named, get it in writing and let them review the final text.
What honesty rules apply to case studies and testimonials?
Results must be real and representative, testimonials must come from real clients and reflect their actual opinion, and you must not imply typical results that most clients will not get. In the US, the FTC rule on consumer reviews and testimonials prohibits fake testimonials. Write case studies you could defend line by line.
See the FTC rule on the use of consumer reviews and testimonials.
Where agencies should use case studies
- On a case studies page, one page per case.
- In proposals, choosing cases similar to the prospect.
- In sales calls, as a two-minute story.
- In outreach, linking the most relevant case.
- In monthly reports, as context for what is possible.
Lead generation channels that pair well with case studies are in agency lead generation, and proposals in our SEO proposal template.
Frequently asked questions
Do I need client permission for a case study?
To name them, yes, in writing. Anonymized cases still should not reveal the client.
Can I use results from a partner's work?
Describe them accurately, without claiming work you did not do or oversight you did not have.
How long should a case study be?
One page is usually enough; detail goes in a downloadable version.
What if results were mixed?
Honest mixed results with lessons can build more trust than perfect ones.
Should case studies include costs?
Optional. Ranges can help prospects judge fit.
About the author
Juan José Giraldo is a senior SEO specialist with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships and supervises the SEO of 18 US e-commerce stores. He runs White Label SEO LATAM from Medellín, Colombia, and delivers white label SEO for agencies in the US, UK, Canada and Australia. Read more · LinkedIn.