Do you have an SEO optimized public facing knowledge base?
I know a mouthful. And a lot in it.
Knowledge base can be a lot of things. Including help, intro courses, and how-to articles.
Once upon a time, vendors used to keep all their product info behind a payment firewall.
And while it’s important to have it easily accessible to people who are logged on and using our products – so they have relevant answers in the moment. The days of ONLY having it integrated into your product are past.
I don’t know about you, but I Google everything these days.
I’ve learned to Google when I have a problem. Like when my printer starts printing random faded lines. Or I can’t remember where to find my receipts on LinkedIn. Or how to use a certain function in MS Excel I haven’t used in a long time.
Sometimes mundane stuff. Sometimes key stuff.
Often, now, I see an answer that is from the supplier. Sometimes it just ends up with going down a rabbit hole of forums where other users have shared what they did. Which can be wrong or outdated.
In this self-serve world customers are now more accustomed to Googling something, rather than asking you directly.
We are laser focused on making content accessible on the internet to help people make a buying decision.
So much so that it’s easy to forget that Care knowledge bases can be made available as well.
Wouldn’t you want them to find the right information? And from you?
And wouldn’t you want it to rank in Google. So that it does come up with your preferred answer.
The SEO optimized part is something that may need a little more thought and planning.
Using page keywords designed around the problem or question. Or go a level deeper and consider FAQ rich snippets that will present the information better in the search result.
You might also consider making a certain level available on your public pages, and then ask for a login for a deeper look.
Either way, no longer is purchasing a product a gate to allowing access to our knowledge bases.
And why not make it available to those who want it. Even those on the buyer’s journey too! Especially for consumers that want to know more about how things work before buying.
So, I ask again. Do you have an SEO optimized public facing knowledge base? If not, have I sowed the seed for you to consider it?
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