I'm starting my own SEO consulting firm in a month or two, currently working on developing my methods and getting a portfolio of my own and some other peoples sites. I would like to create a few Case Studies that would seem beneficial to future clients showing what I know about SEO. I'm just not really sure what is exactly involved in a case study, what kind of things do I need them to show, and do I have to create them or could I simply use other's examples? So, my questions are: What should a Case Study look like? What things would be good to do a Case Study on for an SEO Firm to show his clients? Do my Case Studies need to be my own, or would using a mix of my own and other peoples be okay?