In light of Google’s recent algorithm updates, many businesses have looked hard at ways to flesh out existing pages and create new, SEO-friendly content in an effort to grow organic search traffic without running afoul of any angry animals.
Despite this increased focus on “Google-friendly” content, I still see a lot of sites neglecting some fairly easy SEO enhancements on potentially valuable content that already exists on their site: support and community content.
Building and maintaining a community is an art in and of itself, but once your company has a base of loyal users and community members, that base may be creating extremely valuable content that you’re ignoring. If you have existing support documentation and community Q&A materials, this article will walk through how you can get more SEO value out of that content.
1. Identify Your Best Performing Pages & Untapped Opportunities
As with the process of optimizing your most important pages for SEO, the first step here is to understand the content you have on your site.
- What content is performing well? By looking at your most heavily trafficked pages and the pages that are currently ranking (either with Google Analytics via a custom report, in Search Analytics within Google’s Search Console or with a tool like SEMrush — all outlined in my last post), you can uncover the best opportunities to drive significant gains in traffic with a small push.
- What content is the most frequently linked to? Even if these pages aren’t driving traffic currently, you’re likely featuring them because they’re useful and popular with users, so again, some slight tweaks could lead to significant increases in traffic.
- What’s missing? A tool like MarketMuse can show you relevant terms you don’t currently use within your support content (that are both related to your core topic and frequently searched for). These may not all be a fit, but some may be natural topics to create a tutorial around, or maybe a synonym for a topic you’ve already got a thread or support document created for.
Once you have the “lay of the land” and understand what’s happening and where the opportunities exist within your support content, you can go about making optimizations that will help drive more SEO traffic to these documents.
2. Update Title Tags & Meta Descriptions For Key Pages
An important thing to note before you make any changes to your existing support and community content:
The primary goal of the content is to serve as support and community content, not to drive traffic to your site via organic search.
None of the changes you make should make your tutorials more difficult to understand or find, and nothing you update should make it more difficult for your customers and prospects to ask questions and have them answered.
That said, there are often opportunities to tweak existing content to make it more SEO-friendly. Looking at the pages that are currently ranking well (but could still improve) in SEMrush or Google Search Console, you’ll likely find lots of good information to help inform:
- Title Tags. Your title tags for support content might not have paid any mind whatsoever to SEO, and may have room to (naturally) include a valuable term or modified version of the core term the page is ranking for.
- Meta Description. Again, it’s often the case that little to no attention has been paid to meta descriptions on support and community content (if they’re even included). For key pages that are driving traffic and ranking, you can craft a specific meta description that speaks to the searches that the page is showing in response to.