Content findability — mastering the key to customer self-service
In this post we’ll discuss why content findability matters, ways to improve your content findability and how improving content findability created better outcomes for major businesses.
Why findability matters
Content findability is crucial because it directly affects user experience, efficiency, productivity and eventually adoption. When users can easily find the information they need, it leads to higher satisfaction, reduced frustration, more frequent desired business outcomes and increased likelihood that they’ll return. And when people can independently find the information they need, it lowers your support costs by fostering self-sufficiency and confidence. Ultimately, improved content findability ensures that valuable information is more likely to be discovered, used and applied effectively — whether for business, education or online contexts.
Strategic approaches to enhance content findability
Enhancing content findability requires a strategy that combines thoughtful organisation, user-centric design and technology solutions. By taking a number of approaches, organisations can significantly improve how users discover and access the right information — at the right time. The following strategies offer a framework for optimising content findability across platforms and contexts.
Keyword optimisation
Keyword optimisation plays a key role in improving content findability. By strategically using keywords and phrases in your technical content, you can align your self-service resources with the language and terms users are likely to search for. This optimisation helps search engines and internal search tools better understand and index the content, making it more likely to appear in search results when users seek information.
Effective keyword optimisation goes beyond adding keywords throughout your content. It involves researching and understanding your target audience’s terminology, questions and pain points. Integrating these natural language patterns into your titles, headers, descriptions and body content helps create a semantic match between user queries and your available resources. This alignment not only improves search visibility but also enhances user experiences by presenting information in a familiar and accessible manner — leading to more successful self-service interactions and reduced support workload.
Structured content
Structured content improves findability by organising information in a consistent, predictable format that is easily navigated by both users and search algorithms. By splitting content into clearly defined components — such as headings, subheadings, lists and tagged sections — structured content creates a logical hierarchy that allows users to quickly scan for information. This organisation also allows for more precise indexing by search engines, improving the accuracy of search results and making it easier for users to find exactly what they’re looking for.
In addition, structured content facilitates the creation of metadata and taxonomies, which further improve findability. By consistently tagging content with relevant categories, topics and attributes, organisations can create powerful filtering and faceted search capabilities. This lets users refine their searches based on specific criteria to reduce the time and effort required to locate desired information. The modular nature of structured content also supports content reuse and dynamic assembly, allowing personalised content delivery that adapts to user preferences and context.
Darwin Information Typing Architecture (DITA)
Darwin Information Typing Architecture (DITA) is an XML-based standard for structuring, developing and publishing technical content. Originally developed by IBM and now maintained by OASIS, DITA provides a powerful framework for creating modular, reusable content that can significantly enhance content findability. DITA uses a topic-based authoring approach, breaking content into self-contained units that can be easily searched, retrieved and assembled in various ways.
Tactical tips and best practices
Rolling out a solution is more than just enabling a button that says, “optimise for SEO.” Enabling and supporting longer-term finding means following best practices for search engine optimisation. Here are a few quick tips.
SEO-friendly documentation
Optimising documentation for search engines is a tactical necessity. Ensure that your content includes relevant keywords and descriptive titles. Ideally, keywords should make up less than 2% of the text. Use headings, subheadings and bullet points to make the content more scannable and search engine friendly. Remember, users change what they are searching for over time, so continue to optimise and update the tools and techniques you use.
Effective use of internal search
Implementing and optimising internal search functionalities can drastically improve content findability. Make sure that your internal search engine is configured to handle common search queries effectively. Regularly update the search index and use analytics to understand and refine search performance. Even better, ensure your authoring and publishing tools work together to dynamically create the best find experience.
Practical examples and success stories
Palo Alto Networks
Palo Alto Networks, a global cybersecurity leader, improved its technical content experience by implementing Adobe Experience Manager Guides. This strategic move resulted in a 250% increase in user reach by delivering more content through a unified platform. By transitioning to structured DITA content, the company enhanced the searchability and consistency of its self-service documentation, significantly reducing support costs and improving customer satisfaction. For detailed insights, read the Palo Alto Networks case study.
Mitel
Mitel, a leader in business communications solutions, streamlined its technical documentation by organising 10,000 guides into a central repository using Experience Manager Guides. This improved content accessibility and reduced support costs. By converting content into a shared DITA format and optimising their search capabilities, Mitel enhanced user satisfaction and engagement. The move also accelerated publication times and unified pre- and post-sale customer experiences. For more details, see the Mitel case study.
Start improving your content findability with Adobe
Making content findable is essential for enhancing user experience and reducing support costs. By adopting strategic and tactical approaches, such as keyword optimisation, structured content and effective internal search functionalities, organisations can improve content accessibility. The benefits of these practices extend beyond user satisfaction to tangible business outcomes.
Ready to transform your content findability and drive business growth?
See how Adobe Experience Manager Guides can help you streamline your technical documentation processes, enhance user satisfaction and reduce support costs.
Sign up for a demo today to experience the benefits firsthand and learn how you can implement these effective content strategies in your organisation.
Saibal Bhattacharjee is the director of product marketing for the digital advertising, learning and publishing business unit at Adobe. Saibal has been with Adobe for more than 14 years.
In his current role, Saibal oversees GTM and business strategy for a diverse product portfolio in Adobe — including Adobe Experience Manager Guides, Pass, FrameMaker and RoboHelp.
Saibal holds a B.E. degree from Jadavpur University, Kolkata and an M.B.A. degree from the Faculty of Management Studies, University of Delhi.
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