A knowledge base comprises a central system used to store, organize, and share information. It is a complete catalog of specific business services, products, industry, mission, prices, and much more.
Knowledge base forms an essential and integral part of any marketing strategy. By ensuring the knowledge base is SEO-friendly, a company can improve its visibility on search engines. It helps in driving more traffic, bringing existing and prospective customers to your company’s website.
Knowledge base SEO (that is easily accessible) allows the customers to get the required information and resolve queries. Every time a customer search for company-related details, they are instantly directed to the knowledge base.
Table of contents
- Use of Knowledge Base SEO in organizations
- Why optimize your KB for SEO?
- Benefits of using optimized KB
- Steps to optimize your KB for SEO
- Impact of optimized KB on CX, CSAT, & CES
- Tips for easy SEO optimization
Use of Knowledge Base SEO in organizations
Knowledge base SEO is vital for organizations to improve visibility and brand recall. The KB SEO offers complete step by step information on how to utilize the products or services.
KB SEO also enables smooth and prompt access to required in-depth information about a company without making the customer wait. The result is good customer service and better customer reviews driving more traffic and success to the concerned company.
Why optimize your KB for SEO?
As explained earlier, a company’s knowledge base provides the necessary information to existing and potential customers; however, without proper access to customers, it is ineffective. Hence any business must plan for their KB to be search engine optimized.
With the optimization of KB for SEO, the information is readily available to customers. It is important to note that many topics dealt with in the company’s help base are Industry-wide topics. It can help in attracting new customers. Attracting new customers happens with bare efforts as they discover the company’s knowledge base while looking for solutions to their queries on search engines.
Benefits of using optimized KB
Some of the benefits of using optimized KB are as follows:
1. To help existing customers
One of the benefits of optimized KB is to connect with existing customers who have different queries related to services or products. With optimized KB, you ensure that its website is at the top during searches initiated by customers.
2. Attract new customers
Potential customers who are enquiring about products or services using search engines can be swayed away from your competitors’ web pages. Providing complete and instant information (using a knowledge base) is a big positive in attracting new clients, and optimized KB becomes an essential tool for it. With the correct SEO strategy and keyword research tool, more customers can be added.
3. Create good content and a satisfying user experience
Optimizing the company’s KB for SEO helps in creating a better structure necessary for content. This facilitates easy access to information for users. Utilizing content clusters makes the knowledge base more organized and accessible, creating an overall better user experience (UX).
Steps to optimize your KB for SEO
Different steps taken to optimize your knowledge base for SEO include:
To follow – On-page SEO best practices
- Optimizing your meta tags
- Optimizing your URLs
- Implementing structured data
- Adding internal links
- Including optimized media
- Address technical SEO
Technical SEO maintains that the company’s knowledge base (KB) is technically perfect and crawlable by all search engine spiders. Some of the critical parameters include:
- Website speed
- Mobile-friendliness of the page
- Crawlability and Security of the web-page
- Optimize Knowledge Base Navigation
The primary objective of the company’s knowledge base is to provide instant access to information. Site navigation helps in making the website user friendly. Two essential parts are:
- Search function
- Table of content
- To build Keyword-rich content clusters
Good SEO content is a necessary part of an effective SEO strategy. Your company’s knowledge base content should be keyword-focused, easily scannable by visitors, and organized by Topic cluster. It includes:
- Keyword research
- Topic clusters
- Scannable content
Impact of optimized KB on CX, CSAT, & CES
On CX (customer experience): The impact of optimized KB on CX is an improvement in brand loyalty and increased retention rate. It can influence more people that are likely to increase business and create positive promotion of the brand. According to research carried out in 2020, CX is more important than pricing and even product. Consumers having a good customer experience is five times more likely – to recommend a specific brand to other people.
On CSAT (customer satisfaction score)
CSAT surveys are conducted to determine the customer’s opinion on products, services, or any action taken in business. Here, questions are asked on different business-related categories and the satisfaction level of the customers. Generally, the CSAT score is expressed in percentage.
On CES (customer effort score)
CES is a metric used to determine customer satisfaction. In these surveys, a single question is asked from customers related to performing any specific action. It can be help provided by support staff, buy a product/service, and more. There are multiple answers, and then the customer’s feedback is analyzed to get the average. Positive and negative responses indicate customer satisfaction levels.
Tips for easy SEO optimization
Some of the tips that can be implemented for easy SEO optimization are:
Speed-up the website
A website with slow speed isn’t user friendly and will ultimately discourage customers from visiting and ordering products/services. Hence the speed of the page is crucial for the search engines and the customers. One way to speed up a website is to remove unwanted elements like plugins or widgets.
Get quality backlinks with relevant content.
It makes sense and a prudent decision to link to authoritative and relevant content to increase users’ confidence. When high-quality websites link to your site search engine considers your page as credible, thus helping in higher ranking.
Optimize the site for mobile
It is crucial today to be mobile-friendly. Responsive designs best configuration to mobiles are an ideal solution for your site to attract visitors.
Optimize for On-page SEO
On-page SEO optimization includes factors like headlines, sub-headlines, URLs, meta tags, etc. Primary and secondary keywords should be sprinkled throughout the content for a search engine to understand. The knowledge base platform includes a meta description and a title tag. Hence it is essential to optimize these elements for an organic search.
The title tag includes the primary keyword having 50-60 characters(600 pixels). It must be engaging and attractive for the visitors to click on the displayed link in the search results.
The meta description plays a role in Click-Through Rate(CTR). The optimal length for desktop is around 150 characters(920 pixels) and 120 characters for mobile (690 pixels). The meta description’s purpose is to elaborate on the page/post/resource. It may also include a Call-to-action button for users to access the knowledge base.
Every URL on the company’s knowledge base must be optimized. Optimized URLs help in improving organic search rankings and CTR.
Conduct thorough research of keyword
There are various online tools available to help figure out the correct keyword for your company and niche. The long-tail keyword that fits perfectly to the customer’s search can help in getting more visitors. It is thus essential to use the right kind of keywords and do proper research for it.
Create good content
The content you provide must contain interesting and relevant information for the visitors. If customers spend more time on your page, it ranks higher in search engine results; thus, the content’s quality is of paramount importance.
Putting a lot of effort into the knowledge base isn’t a guarantee of success if the customers struggle to locate your website. Using KB SEO improves customer satisfaction and their ability to engage more fruitfully to your knowledge base. It provides prompts information to customers regarding their queries and helps in enhancing brand value.