Organic search can do more than bring in new prospects. It can also reduce support load by answering common questions that existing customers ask again and again. When those answers are easy to find, both your team and your customers benefit.

Identify support questions that overlap with search behavior

• List the questions support handles most often.
• Note which ones would make sense as general how to or what does this mean articles.
• Prioritize issues that affect many customers over time.

These topics are often good candidates for Information Center content.

Make answers easy to find from search and from your site

• Use clear, question style titles that match how customers speak.
• Link to these articles from help menus, dashboards, or portals.
• Encourage support to include article links in responses.

As these articles gain visibility, some customers will find them directly in search results, which can reduce the number of tickets your team receives over time.