Ranking with help articles
Using your support page for SEO

You've probably already got a Support Hub/Help Page/Knowledge Base, but have you ever thought of leveraging that content to actually get traffic and eventually sales?

Sure, big names like Mozilla, Microsoft, or Pinterest have been using this strategy since forever as people [a lot of them] looking for help with their products would inevitably grow those pages.

For most of us though, these help articles require just a bit of optimization.

Before I jump into some examples, let me go through the actual steps you need to go through:

1. Create a strategy for your help/support articles just like you would with any content strategy. Complete with content clusters. Here's an example of how we structured part of the Help Center at Paymo to match our product offering:

2. Pick your keywords. Go super long tail to begin with. Once you scale this strategy, you can start targetting more popular keywords. Here's a classic targetting the "how to invite team members" keyword. And another one on "share landing page on social media".

3. Choose the right platform. Unfortunately, if your help articles are hosted on a subdomain [aka when you create them via Intercom, Zendesk, etc.] it's relatively difficult to get them to rank. Instead, you want to structure your help articles as a guide. See this Asana example that consistently ranks well. Proof of traffic:

4. Optimize as usual. Do the link building. And, an extra super secret tip from me, implement your schema.

For inspo, go over these samples:
  • Atlassian [Note how this is hosted as part of a guide. So while these are support pages, they're created as part of educational resources instead.]
  • Quire
  • ClickUp
  • Figma [good design and structure for every page, bad URLs thoough]
  • Maze
  • Chanty
  • Miro [extra tip: ditch plain screenshots and use small vids instead]
  • Dropbox
  • Evernote [basic schema to consider]
If this edition made ya' change something about your growth strategy, don't forget to send it to a friend and save their content!

Until next time,
Alexandra Cote


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