Simple knowledge base SEO tips that anyone can follow – by Alyse Falk

Alyse Falk | October 28, 2021

Happy customers are the key to a successful business. Company achievements are dependent on great customer support. According to HubSpot, the support and the user experience of the website are key factors for 90% of consumers when deciding whether or not to buy from you. Some consumers prefer using live chats, email, or phones, but a vast part also wants to find the answers on their own. That’s why it is an effective solution to create properly organized information to the related questions - knowledge base. Any person turns to Google to ask a question. The knowledge base can solve the issues of your audience without you being involved. It can provide an answer before somebody asks the question. The SEO-friendly knowledge base will help rank for the searched queries and will assist customers in finding the solutions more quickly.

Having properly organized information helps customers navigate your website and learn about the services you offer. Furthermore,  a well-formed, optimized knowledge base will exceed customer expectations and create a positive experience.

Use the knowledge base SEO (search engine optimization) tips to improve customer success

The knowledge base is a type of content created for a self-service purpose. Providing such an option gives the consumers the freedom to discover the solution questions on their own. Forrester Research claims that 70% percent of customers go to the company’s website first, rather than calling or using phone support. The reason for this is that it saves time. They don’t have to communicate with the team, especially when they hurry and the question is straightforward.

Any website’s page requires SEO methods, and knowledge base is not an exception. Applying simple SEO practices to the knowledge base improves its success and customer satisfaction. The aim is to assist the consumers in finding what they are looking for. The SEO part of the knowledge base should target the most popular queries in your niche and rank for these keywords. These queries are relevant since users themselves ask for those questions. It means that there is a need for suitable content that will fill this gap, rank well, and lead the user to purchase. By creating those answers, you will answer the basic questions that customers usually ask before making a purchase or searching for information about a product.

Moreover, simple SEO steps help to optimize the content of the knowledge base and find missing gaps. For what steps to implement, look further.

1. Get to know what your customers are looking for

Let’s start with the simplest way of keywords and topics research, checking SERP (search engine results page). Regardless of how well you have prepared answers regarding your services, there is always a  gap to fill. People are still using the search engine to ask questions. The primary analysis starts with Google. This is a place where people ask questions. Putting the same or similar queries will help you to understand better what your customers are looking for. Google also provides a handy function “People also ask.” This section is a great place to collect questions and get to know what interests people. 

Therefore, before someone landed in your knowledge base, they first asked for information from search engines.

Another way to conduct keyword and competitor searches is to use special tools that can tell what your audience is looking for and help to analyze deeper. SEO platform SE Ranking is one of these tools. The platform was specially created to help you manage a website, monitor SEO performance, and conduct different kinds of research. The services are segregated according to your needs as an entrepreneur, SMB (small to medium business), agency, or enterprise. The variety of options include SEO optimization (rank tracker, site audit, backlink checker) and competitive and keyword research. It is a good idea to start with keyword research. 

You may use this tool for other purposes, but here let’s find out how to utilize it for improving your knowledge base. Keyword analysis tools will be of help. 

  • Enter the phrase, hit start, and get the results within a few seconds. The results will provide the difficulty level of the keyword, ranging from 0 to 100, so you will have an idea of how hard it is to be ranked for a particular query. 

  • Look at a monthly organic search volume. You will see how many monthly searches the query gets and the dynamic of how it has changed over a year. 

  • CPC: the tool also provides information about the click cost for the keywords if you use Google Ads. Additionally, you will be able to view the same data for other regions. It gives an understanding of how the query performs globally in case you are targeting a few countries. 

  • Suggested keywords: you will also be able to see the suggested keyword ideas with the search volume and a detailed report for each query. Moreover, the tool provides top organic results for that query, so you see with whom you will be competing.

You have to check which keywords you are not ranking have the biggest amount of queries and which have the lowest. If you see that some of them are still not on your main list, add them and develop your pieces of content around them. This is a good chance to improve your knowledge base and add new replies.

2. Discover the content gaps and optimization opportunities

To keep customers satisfied and engaged, the content should be relevant and of high quality. Content is an essential part of a website's successful performance. The right high-quality information can increase sales, brand awareness, etc. 

The gap is a lost opportunity in terms of getting the customer's attention. The content gap analysis allows you to identify the performance of the website or page and how it is doing compared to your opponents. Moreover, after the research, you may find new potential ways for traffic to increase.

The content for the knowledge base should be built around the keywords. 

  • First, gather the semantic core that includes main keywords which should be included in the text. 

  • After you have all of the queries, create texts including those keywords. The keywords in the text must look organic.

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If you create content without binding to keywords, Google won’t rank such content, and customers will most likely not find you.

You already know how to detect the keywords your brand is being positioned for from the above example.

An alternative solution is to check what your competitors are ranking for. This is quite easy to do with SE Ranking’s competitor research tool. Simply put your domain name and see who your competitors are. Then check which keywords match, which differ, and which your competitors rank for and you don’t. When checking the latter queries, make sure to save the ones that are performing the best. They can be used for future content creation.

Another way to create content, including keywords, is manual. Open up your browser in incognito mode. Choose the needed location, Write down the keyword and see if your website or knowledge base stays in the top positions. If yes, then everything is good. If not, you may ask yourself a couple of questions:

Does my existing content answer the question? How to check the performance of created content? To do that, go to Google Analytics and look for the following indicators. 

  • The average duration of the session. Go to Audience - Overview - Avg. Session Duration. This calculates the average time a visitor engages with the website and divides the duration of all sessions by the number of those sessions. There are no set recommendations on how much time the visitor should spend on the website. However, this option allows you to see the average session and compare it to how much time a user needs to find the required answer.

  • New vs. returning visitors. Go to Audience - Behaviour - New vs. Returning. New visitors are those who landed on the website for the first time using a particular device. It is important to know if someone visits the page using a laptop and then visits the same page using a cell phone because they will be counted as two new customers.

You have to examine if the audience is engaging with the website and if it is turning into conversions. In addition, check the content of your knowledge base. Follow the checklist to ensure that the material is good.

  1. Ease of reading and perception. Here you should consider fonts, spacing between lines, the color of the text, and the background on which it is located. You also need to look at the presence of pictures and the general structure and highlight the main thoughts you need to focus on. The easier the answers are to read, the better. Moreover, the material must be of sufficient size to fully disclose a specific topic.

  2. Semantic core of requests. It is important to check how accurately the keywords correspond to the topic of the material and how they are written. At the same time, you need to make sure that there are not too many keywords. For 1000 characters of text, it is enough to use 1-2 keys. If there are too many of them, this will negatively affect the promotion of the resource.

  3. Uniqueness. Only unique materials will help promote the knowledge base. If you see that the texts are not unique concerning publications of other sites, this needs to be corrected.

  4. Literacy. Articles should be written without grammatical and semantic errors. This is the only way they will benefit your resource. If literacy suffers, users will simply not be interested in reading such materials, and trust in them will noticeably decrease. Of course, there are errors in words and expressions, and not much can be said about the truthfulness and relevance of information. 

When you properly check all those parameters, you will better understand where and how you should move on with the content.

The next step will be deciding whether the topic you chose is a timely post or a knowledge base article. Make sure to separate the queries and related keywords into two lists, one for regular blogs and the other for the knowledge base. One of the ways to have your knowledge base answers appear for the queries is to make those replies stay timeless and relevant over time and always attract new readers. This is so-called evergreen content. It considers a topic that does not age quickly and remains relevant. Thus, it provides traffic growth, leads, and the ability to share information on social media over a long time. You have to analyze your auditory queries, which are repeated constantly over time. You also must provide answers in the knowledge base that will remain relevant over time.

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Once they are posted, check if your knowledge base questions are actually ranking. If yes, then see what can be improved. You may add some more information to the existing answers to improve them. Conversely, if you lack content covering popular questions from your audit, you have to analyze your competitors for the same query. Find the gap between two pieces of information. Filling the missing data may bring new conversions. In this case, mark it separately and decide what exactly you would like to create. You may want to create a separate Marketing page or another knowledge base article. The following material will discuss the issues of existing content and how to optimize the titles. This will be useful for a new piece of information. You will optimize it directly and will not miss any gaps important for knowledge base creation.

3. Optimize the titles of the articles

Now, take a look at your titles. The title of the page is an essential indicator for a successful ranking. Therefore, it is important that it is composed attractively and that users want to click on the link. When writing the title, pay attention to a few things: length, context, and keywords. 

  • As to the length, it is recommended to write the title up to 60 characters long. Use the Headline Analyzer tool to see how well your titles are optimized to be on the safe size. There is no set size, but search engines cut text too long and do not look attractive when it is automatically truncated.

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  • As to the content, it should fit the target keywords. H1 tag may be considered the main signal to show the page’s structure for search engines. However, for SEO, the meta title is more valuable.

  • It is inadvisable to insert queries that do not match the content because search engines make conclusions about the content based on the title. Try not to repeat the same keyword more than once. 

This can look like an endeavor to falsify the search results. If you just copy content, sooner or later, you will be banned. Your site may be thrown out of the search results altogether, and you may not ever dream of the first position. You should avoid the abuse of repetitions of keywords in relation to the total volume of the text. You are sure to avoid any sanctions from search engines if the spam rate is below 2%. In the range of 2 to 3%, a partial deterioration in ranking is possible. But the value from 3% and above - means ban!

4. Adjust your content for the web

Not only users but robots will also check through your content. Remember that search engines are using mathematical algorithms and probabilistic calculations to determine the quality of content. As a result of this, applying simple formatting will help your webpage to score.

  • Make your content sound natural. First of all, you have to write for your audience. The text should be readable, divided into paragraphs and subheadings, where the subheading relates to the corresponding subtopic.   

  • Structure the information and highlight main points using bullet lists.

  • Include internal and external links. The links between the articles from the knowledge base help both the robots crawl the information and people find the answers. External links work well for SEO purposes, especially if you post on high domain authority websites and expand the number of referring domains. When ranking, search engines take backlinks into account. If they look natural, of good quality, and diverse, the chances of the site or page getting higher in SERP will rise.

  • The text should look bright and attractive. Do not only use nice words to help in this case, but also visual material, video, pictures, and infographics. Just try to be creative.

  • Adapt your content for featured snippets. This special block occupies a zero position and stays above the top leaders. Featured snippets allow you to appear twice on the 1-st page of the SERP. To achieve such a result, the article should provide answers to many similar questions, focus on answering ‘how to’ queries, provide images, and keep updating the content.

5. Increase your page load speed

Finally, take a look at your website's downloading speed. Today users don’t even wait 5 seconds for the page to download. The optimal downloading speed is no more than 3 seconds. When it comes to user experience, the faster your website uploads, the better. Moreover, speed is considered a ranking factor for successful SEO performance. If you see problems with site speed, perform an audit for both desktop and mobile versions. Use Page Speed Insights from Google. It will help to find the issues and propose possible solutions to fix them.

The proper page speed reduces the bounce rate, as customers will not have to wait to see the desired information. Apart from testing, there are certain recommendations to apply to off-load the website:

  • Compress large images. Delete the unnecessary ones.

  • Eliminate the number of redirects.

  • Switch off unnecessary plugins.

  • Optimize the mobile version of the website.

  • Reduce the size of HTML, CSS, JavaScript files. Don't include any unnecessary JavaScript.

To sum up

Having a properly optimized knowledge base makes finding all the necessary information and answers to questions easier. Simple SEO practices should help you in this. Just perform a simple search, ask questions, see what you are missing, and fill the gap. It will not only help what exists but will attract new consumers as well. Implementing all the above recommendations will make your content perform well and take the top positions in SERP. 

About the author
Catherine Heath
Alyse Falk

Alyse Falk is a freelance writer with experience in digital marketing, technologies, content marketing, marketing trends, and branding strategies. Alyse also writes for several reputable sites where she shares her hints for creating content. You can reach her out at

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