As an e-commerce business owner, there may be days when you encounter multiple tickets from different customers for the exact same issue. You may even be able to quickly resolve them, thanks to the many years of experience you and your team have.
However, if the issue were a large-scale one, affecting hundreds of customers and triggering an avalanche of calls, you couldn’t do without a search-friendly knowledge base.
If your agents didn’t know exactly what to do, a sudden spike in volumes could overload them and send SLAs into a nosedive. The truth is that most e-commerce brands have one already. However, research reveals that not all of them work as well as they should- 61% have below-par search performance.
This can frustrate customers and cost you too many sales. For example, if shoppers need to type in the exact product name as it appears on your site, the average person will likely give up after one or two attempts. It is the same with spelling errors or extra spaces in a given search query. For these reasons and more, you need to give your knowledge base an SEO update every so often. As difficult as that sounds, a few basics are all you need to remember to improve its search performance and, hopefully, do better on your next Customer Effort Score (CES) survey.
To Enhance Your Ecommerce Business, You Should Follow These SEO Tips
Here are five proven tips to help you optimize your e-commerce knowledge base for SEO.
1.Analyze the search data for the most common queries:
Knowing the exact keywords customers use is a big part of improving the SEO of your knowledge base. Search engines use keywords to rank and display content matching your search query. Check for trending keyword combinations on the backend, and make sure these are included in any new help content you create. There are many free-to-use keyword analysis tools that you can also use to do this. However, be warned; this task requires meticulous attention to detail. Keyword search results on these tools are case sensitive, so capital letters or lower case will need to be entered as-is.
The advantage is that keyword research of this kind may help you discover some unusual search patterns.
2. Update your existing content:
Now that you have a list of the most relevant keywords, it is time to plug them into your knowledge base content. This will improve your search rankings almost immediately. However, here too, there are a few aspects to keep in mind. Avoid stuffing keywords into articles that are not a good fit for them. Instead, create new topics from scratch. Remember, context matters, and so does readability.
If visitors do not find the content relevant enough, it will likely not generate the traffic you are looking for. This applies to the tags and titles you currently have on your website.
3. Optimize the structure:
How you organize your knowledge base is just as important as its content. Done well, this can make navigating around it easier and even improve page loading speed. Since mobile accounts for more than 50% of web traffic, getting the structure right is critical. Your goal should be to reduce the number of clicks it takes to access the information they need. This means categorizing your articles by topic and relevance into dedicated sections and sub-sections. Like your e-commerce site, make sure that the navigation buttons are easy for readers to see and tap.
To break the monotony and improve the reading experience, you can even add a new color scheme. Lastly, the use of bolded letters, bullet points, hyperlinks, and images can make reading through the text easy on the eyes. Finally, a user-friendly structure can make site maintenance easier as you add new content pages to your knowledge base over time.
4. Enable comments and ratings:
What better way to get real-time feedback on your knowledge base content than to allow comments and ratings? It has advantages for SEO too. Comments can often appear in search engine result pages for keywords you may have missed in your article. Such keywords usually show at the bottom of the search results. In fact, the more the number of comments, the higher a page is likely to rank. Besides, enabling comments can make it easy for readers to point out any gaps or errors in your articles.
For example, a rating of 3 or less can indicate that an article needs improvement; anything more can be considered as meeting expectations. Alternatively, you can use thumbs up/down buttons for readers to rate your content. Furthermore, user comments often contain ideas for new or revised articles that can also be used on your e-commerce site itself.
5. Make SEO updates routine:
To see quick results in knowledge base performance, you need to prioritize regular SEO optimization. This will also allow you to ensure that its content remains up to date over time. Remember, SEO rules are dynamic; what works today may not work a few months later. Besides monitoring keyword performance, regular reviews can allow you to fix any broken links that can impact customer experience and SEO.
An up-to-date knowledge base is a critical element of e-commerce customer support today. It checks almost all boxes from response time to first contact resolution and everything in between. However, it cannot be a substitute for a 24X7 customer support team. While the costs of building and scaling a customer support team are substantial, Helplama provides an excellent alternative. Our flexible plans can be adapted to meet the needs of virtually any type of business.
We are easy to work with; there are no minimum volume requirements or contractual obligations for you to worry about. Besides, our Zero Risk Money Back Guarantee has you covered in case things don’t work out. Contact us today for more information.