About search engine optimization (SEO) in the help center

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<p id="docs-hc-snippet" style="display: none;">The help center comes with its own search that you can optimize your content for, but it’s important to think about other search tools your customers might use to get to your content. Search Engine Optimization (SEO) can play a part in helping your customers to help themselves, by ensuring search engines, such as Google, are able to easily make sense of your content. SEO can help you position your help center content properly within search results.</p>
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<p class="p">The help center comes with its own search that you can optimize your content for, but it’s
important to think about other search tools your customers might use to get to your content.
Search Engine Optimization (SEO) can play a part in helping your customers to help themselves,
by ensuring search engines, such as Google, are able to easily make sense of your content. SEO
can help you position your help center content properly within search results.</p>
<p class="p">Search engines frequently tweak their algorithms, which makes SEO a moving target, but don’t
sweat it. By creating a help center, your content will always be taking advantage of the
latest SEO best practices.</p>
<p class="p">Read on to find out how the help center is optimized for search engines, and also find out
what you can do to build your help center in a way that will benefit your users and increase
your search rank on Google and other popular search engines. </p>
<p class="p">This article covers the following topics:</p>
<div class="p">
<ul class="ul" id="topic-1__ul_djt_f2h_vs">
<li class="li"><a class="xref" href="#topic_g2v_xcn_vs">How the help center is designed to help
with SEO</a></li>
<li class="li"><a class="xref" href="#topic_4bm_y4g_vs">How you can optimize your help center for
search</a></li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title2" class="topic nested1" id="topic_g2v_xcn_vs">
<h2 class="title topictitle2" id="ariaid-title2">How the help center is designed to help with SEO</h2>
<div class="body">
<p class="p">You could think of SEO as three pillars: content, links and structure. The help center is
designed to make each pillar strong so that your SEO results will be strong.</p>
<p class="p"><img class="image img-screenshot" id="topic_g2v_xcn_vs__image_xb3_xdh_vs" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/hc_seo_pillars.png"></p>
<p class="p">This section covers the following topics:</p>
<div class="p">
<ul class="ul">
<li class="li"><a class="xref" href="#topic_klw_v4g_vs">How the help center helps with SEO pillar
1: Content</a></li>
<li class="li"><a class="xref" href="#topic_w4z_w4g_vs">How the help center helps with SEO pillar
2: Links</a></li>
<li class="li"><a class="xref" href="#topic_f2v_x4g_vs">How the help center helps with SEO pillar
3: Structure</a></li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title3" class="topic nested2" id="topic_klw_v4g_vs">
<h3 class="title topictitle3" id="ariaid-title3">How the help center helps with SEO pillar 1: Content</h3>
<div class="body">
<p class="p">Content is mostly defined as written copy, but it also includes images, videos,
attachments, and so on. You have control of your help center content, and it’s important
to think about how your content is used and updated, the quality of the content, and where
the content is placed.</p>
</div>
<div aria-labelledby="ariaid-title4" class="topic nested3" id="topic_y1y_5pg_vs">
<h4 class="title topictitle4" id="ariaid-title4">Meta description tags</h4>
<div class="body">
<p class="p">The help center knowledge base (KB) articles and community posts include automatic meta
description tags, using the first 140 characters of your article or post. For KB
categories and sections and community topics Help Center, uses the description you
include as a summary of what the category, section, or topic is about. </p>
<p class="p">Meta descriptions provide a concise explanation of the contents of web pages. They are
commonly used on search engine results pages to display preview snippets for a page. </p>
<p class="p"><img class="image img-screenshot" id="topic_y1y_5pg_vs__image_sxz_zdh_vs" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/hc_seo_meta_tags.png"></p>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title5" class="topic nested2" id="topic_w4z_w4g_vs">
<h3 class="title topictitle3" id="ariaid-title5">How the help center helps with SEO pillar 2: Links</h3>
<div class="body">
<p class="p">Links include both internal and external linking. Think of it as pointing to another
person and noting your opinion of them. The more people (aka domains) reference another
page with their opinion, the more search engines trust what that page is about.</p>
<p class="p">The help center has a clear and simple URL structure that leads to better crawling of
your content by search engines like Google. Help center URLs contain both an ID and a
slug, as follows:</p>
<div class="p">
<pre class="pre codeblock"><code>https://[domain]/hc/en-us/articles/[id]-[slug]</code></pre>
</div>
<p class="p">This means they are readable by humans and search engines, but don't break when you
change the title of the article. For example:</p>
<div class="p">
<pre class="pre codeblock"><code>https://support.zendesk.com/hc/en-us/articles/203691506-Lesson-5-Business-Rules</code></pre>
</div>
<p class="p">And navigation is easy, with breadcrumbs and a natural flow that ensures all levels of
the help center are available to crawlers, even without a site map.</p>
<p class="p"><img class="image img-screenshot" id="topic_w4z_w4g_vs__image_kxb_b2h_vs" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/hc_seo_breadcrumbs.png"></p>
</div>
</div>
<div aria-labelledby="ariaid-title6" class="topic nested2" id="topic_f2v_x4g_vs">
<h3 class="title topictitle3" id="ariaid-title6">How the help center helps with SEO pillar 3: Structure</h3>
<div class="body">
<p class="p">Structure includes technical areas of crawling, indexing, and site architecture. </p>
<p class="p">This section covers the following topics:</p>
<div class="p">
<ul class="ul" id="topic_f2v_x4g_vs__ul_jhd_mfg_xs">
<li class="li"><a class="xref" href="#topic_1fp_mqg_vs">Duplicate content</a></li>
<li class="li"><a class="xref" href="#topic_j1l_nqg_vs">Alternate hreflang</a></li>
<li class="li"><a class="xref" href="#topic_5n1_4qg_vs">Temporary redirects</a></li>
<li class="li"><a class="xref" href="#topic_2z1_drg_vs">HTTPS everywhere</a></li>
<li class="li"><a class="xref" href="#topic_dds_drg_vs">Mobile friendly</a></li>
<li class="li"><a class="xref" href="#topic_ppn_kj4_tz">Automatic XML sitemap</a></li>
</ul>
</div>
</div>
<div aria-labelledby="ariaid-title7" class="topic nested3" id="topic_1fp_mqg_vs">
<h4 class="title topictitle4" id="ariaid-title7">Duplicate content</h4>
<div class="body">
<p class="p">Duplicate content can confuse search engines as to which page to rank over another,
sometimes leading to lowered rankings when the search engine chooses the wrong page.
Aside from your having a good site architecture and avoiding the creation of duplicate
content, the help center helps keep duplicate content at a minimum by using canonical
URL tags.</p>
<p class="p">Canonicalization is the process of picking the best URL when there are several choices.
A canonical URL tag is a page level meta tag that is placed in the HTML header of a web
page. It tells search engines which URL is the canonical version of the page being
displayed. Its purpose is to keep duplicate content out of the search engine index,
while consolidating your page’s strength into one ‘canonical’ page. See <a class="xref" href="https://support.google.com/webmasters/answer/139066?hl=en" target="_blank">Use canonical URLs</a> from Google to learn more.</p>
<p class="p"><img class="image img-screenshot" id="topic_1fp_mqg_vs__image_cfn_c2h_vs" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/hc_seo_duplicate_content.png"></p>
</div>
</div>
<div aria-labelledby="ariaid-title8" class="topic nested3" id="topic_j1l_nqg_vs">
<h4 class="title topictitle4" id="ariaid-title8">Alternate hreflang</h4>
<div class="body">
<p class="p">The help center has hreflang tags on the home page, section pages, category pages, and
article pages so that crawlers are not confused by our language selector. The hreflang
tag (also referred to as rel="alternate" hreflang="x") tells search engines which
language you are using on a specific page, so it can serve the most relevant result to
users searching in their language. </p>
<p class="p">For example, if you have created German versions of your English help center articles,
the German versions are tagged hreflang=“de” so that searches with an IP address from
Germany will see a German page. See <a class="xref" href="https://support.google.com/webmasters/answer/189077?hl=en" target="_blank">Use hreflangfor language and regional URLs</a> from Google to
learn more.   </p>
<p class="p"><img class="image img-screenshot" id="topic_j1l_nqg_vs__image_cm5_d2h_vs" src="https://zen-marketing-documentation.s3.amazonaws.com/docs/en/hc_seo_alternate_heflang.png"></p>
</div>
</div>
<div aria-labelledby="ariaid-title9" class="topic nested3" id="topic_5n1_4qg_vs">
<h4 class="title topictitle4" id="ariaid-title9">Temporary redirects</h4>
<div class="body">
<p class="p">The help center keeps 302s to a minimum. 302 is an HTTP status code for moved
temporarily, and it automatically forwards the requester to a different location. If
both the page the requester is being redirected from and the page they are being
redirected to are indexed by Google, then you get a duplicate page indexed. </p>
<p class="p">Speed and website performance can have an impact on search rank. There is regular
performance work on the help center to optimize page and element loading time by using
caching, removing redundancies, and optimizing code. </p>
</div>
</div>
<div aria-labelledby="ariaid-title10" class="topic nested3" id="topic_2z1_drg_vs">
<h4 class="title topictitle4" id="ariaid-title10">HTTPS everywhere</h4>
<div class="body">
<p class="p">Google uses HTTPS as a search ranking signal. The help center uses HTTPS everywhere, so
you get secure and encrypted connections. </p>
</div>
</div>
<div aria-labelledby="ariaid-title11" class="topic nested3" id="topic_dds_drg_vs">
<h4 class="title topictitle4" id="ariaid-title11">Mobile friendly</h4>
<div class="body">
<p class="p">Google uses mobile friendliness as a search ranking signal. This ensures that users get
relevant, high quality search results that are optimized for mobile devices. By using
the help center, your content is mobile friendly by using the accompanying mobile site
or by creating a custom responsive theme. </p>
</div>
</div>
<div aria-labelledby="ariaid-title12" class="topic nested3" id="topic_ppn_kj4_tz">
<h4 class="title topictitle4" id="ariaid-title12">Automatic XML sitemap</h4>
<div class="body">
<div class="note note">
<span class="notetitle">Note:</span> This feature is not available on Suite Team.</div>
<p class="p">The standard help center structure, with clearly marked breadcrumbs, makes it easy for
search engines to correctly index your pages, and, with the XML sitemap, search engines
have visibility into all your pages, regardless of your help center structure. </p>
<p class="p" dir="ltr">The XML sitemap helps search engines like Google find pages in your help
center knowledge base. This ensures that users can find your categories, sections, and
articles when searching, but it does not improve individual ranking of these pages. The
sitemap does not include community content.</p>
<p class="p">The sitemap is automatically enabled and is updated every two hours with new content,
ensuring that search engines have the latest content. The sitemap is accessible to
search engine crawlers via the robots.txt file on your help center. If your help center
requires sign in, the sitemap will not be automatically generated. Web crawlers cannot
access closed or restricted help centers. </p>
<p class="p">You can view the XML sitemap for your help center at:
<em class="ph i">subdomain</em>.zendesk.com/hc/sitemap.xml </p>
</div>
</div>
</div>
</div>
<div aria-labelledby="ariaid-title13" class="topic nested1" id="topic_4bm_y4g_vs">
<h2 class="title topictitle2" id="ariaid-title13">How you can optimize your help center for search</h2>
<div class="body">
<p class="p">It's important to keep in mind the basics of how the help center search works and also how
popular search engines work so that you can optimize your help center and its content for
search. You have a number of options for improving search results so that users find answers
to their questions.</p>
</div>
<div aria-labelledby="ariaid-title14" class="topic nested2" id="topic_ujv_tgq_bm">
<h3 class="title topictitle3" id="ariaid-title14">Best practices for optimizing search</h3>
<div class="body">
<div class="p">
<ul class="ul">
<li class="li">
<strong class="ph b">Create original, high quality content.</strong> Your site’s content should be unique,
specific, and high quality. If it is, users are more likely to stay on the page and
link to it or your help center, thus improving your Google ranking. <p class="p">Give your
articles brief titles that accurately describe the page content. Don’t post any
content that has been mass-produced or outsourced from other sites. Your content
should be created primarily to give visitors a good user experience. When linking to
other articles, ensure that you convey the content that you are linking to. If you
are not using a standard help center theme, ensure your links are easy to see.
</p>
</li>
<li class="li">
<strong class="ph b">Provide a great user experience.</strong> Ensure that your help center looks good and
is easy to navigate. </li>
<li class="li">
<p class="p"><strong class="ph b">Include synonyms and keywords discreetly in the title or body of your
article.</strong> You can also add them as labels to the article. Article titles have
the most weight, labels a bit less, and the body the least. </p>
</li>
<li class="li">
<p class="p"><strong class="ph b">Avoid <em class="ph i">keyword stuffing</em>.</strong> This can actually harm your Google ranking.
Google recommends that you focus on creating useful, information-rich content that
uses keywords appropriately and in context. See <a class="xref" href="https://support.google.com/webmasters/answer/66358" target="_blank">Keyword stuffing</a> from Google. </p>
</li>
<li class="li">
<p class="p"><strong class="ph b">Create multiple word labels with white spaces.</strong> Underscores and spaces are
not interchangeable in the help center search. Since most users do not search with
underscores, it is best to include both types of labels. </p>
</li>
<li class="li">
<p class="p"><strong class="ph b">Choose a title that concisely describes the content of your article.</strong> The
title is the most prominent piece of information in the search results. It's often
what people use to decide whether to click the link or move on.</p>
</li>
<li class="li">
<p class="p"><strong class="ph b">Promote your content.</strong> Highlight useful, high-quality items that increase
your site's reputation and Google ranking. </p>
<p class="p">For example, make an announcement on the help center home page when you add
something new and important. Avoid promoting every little update or addition though.
It increases noise and the likelihood that people will turn off your announcements
or your X (formerly Twitter) feed or your other channels. </p>
</li>
<li class="li">
<p class="p"><strong class="ph b">Look at the numbers.</strong> Use Google Analytics with your help center to gather
and analyze information about your visitors and your content. For example, you can
determine your bounce rate, and measure the effect of your search optimizations,
among other things. See <a class="xref" href="https://support.zendesk.com/hc/en-us/articles/4408828643098-Enabling-Google-Analytics-for-your-Help-Center" target="_blank">Enabling Google Analytics for your help
center</a>.</p>
</li>
</ul>
</div>
</div>
</div>
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