Search Engine Optimization can be broken down in to three rudimentary blocks: site design, site content and back links. I don’t seem to have any trouble getting my clients to redo their design or even getting them to add relevant content to their site. Where I get challenged with my clients is finding a compelling reason why someone should link to my client’s web site. Don’t get me wrong, there are lots of simple things I do for my clients to get them quality back links. Once we get passed the low hanging fruit I know we need compelling content but I’ve had trouble in the past articulating exactly what content we need. That changed recently when I realized that my clients needed something worth sharing and what better to share than a story.

We have all read business related stories in the guise of a testimonial. Intuitively we know these are powerful because at one time or another we have been swayed by a testimonial. I’m never more gratified when my client tells me they have “signed up 3 new clients this week as a result of our website”. That testimonial then becomes a story I share with current and potential clients. So now we know we can use testimonials to craft stories but how do we craft a story around a term that we know people are searching for? Stories can take forms other than testimonials. A “how to” page can be a powerful story about a particular feature or benefit.

Here are five story ideas that might lead to stories worth sharing:

1. Reviews – books, conference, competitor, software, hardware, etc.
2. How to guides
3. Lists – top 10, thematic, clients, etc.
4. Case Studies
5. New Hires, everyone loves a success story. Linking to stories about how great it is to work for company can be quite helpful.

I’d like to hear if you have other ideas. I’ll post additional ideas on my blog. Of course I’ll also link to the companies that provide the ideas.