SEO Example: What to Include

An SEO example is a real or realistic case study that demonstrates how SEO strategy produces measurable results. For agencies, this means showing a client—or potential client—exactly how your work translates into traffic, rankings, or revenue. The most effective examples include the starting point (where the site was), the strategy you implemented (what you actually did), and the outcome (the specific metrics that changed). Without these three elements, you're just telling a story. With them, you're providing proof that someone can evaluate and trust.

Why this matters to your agency comes down to sales and credibility. When a prospect asks "Can you actually deliver results?" they want evidence, not promises. An SEO example gives you that evidence. It also helps you filter clients early—when you share real examples of the work you do and the results you expect, prospects who understand SEO value will stay engaged while tire-kickers who want overnight rankings will self-select out. Internally, good examples also serve as benchmarks. They help you articulate what success looks like to your team and set realistic expectations for future projects.

To build practical examples you can actually use, start with your best real results. Pick a client project where you have clear before-and-after data: the keyword rankings that improved, the traffic increase, ideally the business impact (leads, revenue, conversions). Document the specific tactics you used—whether that was technical SEO fixes, content creation, link building, or a combination. Be specific enough that someone could understand your methodology. A vague example like "we improved their rankings" doesn't work; "we fixed 47 crawl errors and added 12 cornerstone content pieces targeting commercial intent keywords in their product category" does. If client confidentiality prevents you from using real numbers, anonymize the company name but keep the metrics and tactics concrete.

For web designers specifically, SEO examples should highlight how your design decisions support organic performance. Show how you improved site structure, fixed mobile usability issues, optimized page speed, or improved internal linking architecture—and connect those changes to traffic or ranking improvements. This matters because designers often feel like SEO is outside their scope, but it absolutely isn't. A redesign that looks beautiful but tanks rankings is a failure. By including SEO examples in your design portfolio, you're positioning yourself as someone who understands that design serves business goals, not just aesthetics.

Use these examples consistently across your marketing: in case studies on your website, in client pitches, in LinkedIn posts, in email outreach. Different examples for different industries or company sizes help prospects see themselves in your work.