Transform Your Technical Documentation into A Content Marketing Engine with Natalie Luneva

we're going to dive into our first we're going to dive into our first keynote of keynote of keynote of the day this is natalie luneva she's the day this is natalie luneva she's the day this is natalie luneva she's going to be talking about how to going to be talking about how to going to be talking about how to transform your technical documentation transform your technical documentation transform your technical documentation into a content marketing engine natalie into a content marketing engine natalie into a content marketing engine natalie is the co-founder of outranking.io is the co-founder of outranking.io is the co-founder of outranking.io and she's the host of the sas boss and she's the host of the sas boss and she's the host of the sas boss podcast podcast podcast natalie thanks for joining me i'm gonna natalie thanks for joining me i'm gonna natalie thanks for joining me i'm gonna let you take it away let you take it away let you take it away absolutely glad to be here thanks a lot absolutely glad to be here thanks a lot absolutely glad to be here thanks a lot alrighty alrighty alrighty um how do i add my slides um how do i add my slides um how do i add my slides there you go awesome hey everyone my there you go awesome hey everyone my there you go awesome hey everyone my name is narela luniva and today we're name is narela luniva and today we're name is narela luniva and today we're going to talk about how to turn your going to talk about how to turn your going to talk about how to turn your product documentation product documentation product documentation from collect and dust to sas from collect and dust to sas from collect and dust to sas growth engine if you have it if you growth engine if you have it if you growth engine if you have it if you don't have it then i'll share don't have it then i'll share don't have it then i'll share some cheat codes how you can create it some cheat codes how you can create it some cheat codes how you can create it uh product documentation is often an uh product documentation is often an uh product documentation is often an afterthought for many founders and i'd afterthought for many founders and i'd afterthought for many founders and i'd like to show you like to show you like to show you how it can be used as actually a lead how it can be used as actually a lead how it can be used as actually a lead generation generation generation so my name is narella von neva and in so my name is narella von neva and in so my name is narella von neva and in addition to growing our own sas company addition to growing our own sas company addition to growing our own sas company with my husband with my husband with my husband i'm also co-founder at a company called i'm also co-founder at a company called i'm also co-founder at a company called outbreaking narayo outbreaking narayo outbreaking narayo which is an seo content research writing which is an seo content research writing which is an seo content research writing and optimization tool and optimization tool and optimization tool i'm also a growth and marketing i'm also a growth and marketing i'm also a growth and marketing consultant to sas founders and i help consultant to sas founders and i help consultant to sas founders and i help sales companies sales companies sales companies identify and implement high roi identify and implement high roi identify and implement high roi opportunities opportunities opportunities why high roi opportunities because why high roi opportunities because why high roi opportunities because founders founders founders especially who don't have marketing especially who don't have marketing especially who don't have marketing background when asked background when asked background when asked when they're asking an seo specialist do when they're asking an seo specialist do when they're asking an seo specialist do i need uh help with seo i need uh help with seo i need uh help with seo of course seo specialist is going to say

of course seo specialist is going to say of course seo specialist is going to say yes you need help with seo yes you need help with seo yes you need help with seo if they're asking do you need help with if they're asking do you need help with if they're asking do you need help with content well of course content person is content well of course content person is content well of course content person is going to say yes you need content do i going to say yes you need content do i going to say yes you need content do i need help with pay-per-click need help with pay-per-click need help with pay-per-click yes you need help with pay-per-click and yes you need help with pay-per-click and yes you need help with pay-per-click and all of them are all of them are all of them are right in in their own way right like who right in in their own way right like who right in in their own way right like who is guilty of that is guilty of that is guilty of that i am actually checking the chat here as i am actually checking the chat here as i am actually checking the chat here as well so if you put guilty here well so if you put guilty here well so if you put guilty here that would be awesome i know that it's that would be awesome i know that it's that would be awesome i know that it's not just me and the founders that i uh not just me and the founders that i uh not just me and the founders that i uh that i had a pleasure working with um so i um so i full disclosure i'm not a technical full disclosure i'm not a technical full disclosure i'm not a technical product documentation writer product documentation writer product documentation writer i'm a marketer so the advice that's i'm a marketer so the advice that's i'm a marketer so the advice that's gonna come here right now gonna come here right now gonna come here right now is from the growth perspective um and if is from the growth perspective um and if is from the growth perspective um and if you have any questions type them in the you have any questions type them in the you have any questions type them in the chat i only have 20 minutes left chat i only have 20 minutes left chat i only have 20 minutes left so i'm going to try and answer them so i'm going to try and answer them so i'm going to try and answer them while i'm writing this while i'm writing this while i'm writing this session so my promise to you today is session so my promise to you today is session so my promise to you today is what you learn what you learn what you learn how to analyze your product how to analyze your product how to analyze your product documentation effectiveness documentation effectiveness documentation effectiveness number two is best practices to ensure number two is best practices to ensure number two is best practices to ensure it's not just their sitting it's not just their sitting it's not just their sitting and collecting best and number three is and collecting best and number three is and collecting best and number three is ways to improve conversion rate at least ways to improve conversion rate at least ways to improve conversion rate at least by 10 by 10 by 10 maybe a little bit more maybe like 50 uh maybe a little bit more maybe like 50 uh maybe a little bit more maybe like 50 uh conversion rate on your website conversion rate on your website conversion rate on your website which is awesome i love when we're able which is awesome i love when we're able which is awesome i love when we're able to improve conversion rate on the to improve conversion rate on the to improve conversion rate on the website website website which means that without doing anything which means that without doing anything which means that without doing anything you're just all of a sudden getting more you're just all of a sudden getting more you're just all of a sudden getting more leads more leads more leads more conversions more sales which is awesome conversions more sales which is awesome conversions more sales which is awesome so let's try and make it a little bit so let's try and make it a little bit so let's try and make it a little bit more more more interactive i want to know in your interactive i want to know in your interactive i want to know in your opinion opinion opinion what is average user path that a user

what is average user path that a user what is average user path that a user takes on the website takes on the website takes on the website when they land on a sas website where do when they land on a sas website where do when they land on a sas website where do they usually go they usually go they usually go so majority of the times and i'm looking so majority of the times and i'm looking so majority of the times and i'm looking at the comments so feel free to drop at the comments so feel free to drop at the comments so feel free to drop something there something there something there but pricing so some says home pricing but pricing so some says home pricing but pricing so some says home pricing and about okay very good yes and about okay very good yes and about okay very good yes majority of the times people will first majority of the times people will first majority of the times people will first land on the homepage land on the homepage land on the homepage next they're gonna check price and page next they're gonna check price and page next they're gonna check price and page you guys are right and then next they're you guys are right and then next they're you guys are right and then next they're gonna check something like integrations gonna check something like integrations gonna check something like integrations features and then the last one is gonna features and then the last one is gonna features and then the last one is gonna be probably about page be probably about page be probably about page so this is majority of the times but did so this is majority of the times but did so this is majority of the times but did you know that people will also you know that people will also you know that people will also land on your product documentation is land on your product documentation is land on your product documentation is their first page their first page their first page if you have a product documentation if you have a product documentation if you have a product documentation pages then people will actually land pages then people will actually land pages then people will actually land there there there and can actually convert into trials and can actually convert into trials and can actually convert into trials from your product documentation page from your product documentation page from your product documentation page isn't awesome so not sure if it's uh if you're able to so not sure if it's uh if you're able to see that see that see that but this is an example and i'm going to but this is an example and i'm going to but this is an example and i'm going to share with you by the way don't worry share with you by the way don't worry share with you by the way don't worry about about about this is from google analytics screenshot this is from google analytics screenshot this is from google analytics screenshot i am going to share with you i am going to share with you i am going to share with you exactly the view that you can use to go exactly the view that you can use to go exactly the view that you can use to go here but what we're looking at here is here but what we're looking at here is here but what we're looking at here is the mo the sixth most popular page where the mo the sixth most popular page where the mo the sixth most popular page where people people people convert into a trial is actually none of convert into a trial is actually none of convert into a trial is actually none of the pages that we talked about the pages that we talked about the pages that we talked about but it's actually a product but it's actually a product but it's actually a product documentation page this page number six documentation page this page number six documentation page this page number six by popularity uh and how many sign ups by popularity uh and how many sign ups by popularity uh and how many sign ups to a trial uh that page had which is to a trial uh that page had which is to a trial uh that page had which is pretty awesome huh pretty awesome huh pretty awesome huh you probably didn't know that so today you probably didn't know that so today you probably didn't know that so today i'm gonna show you how you can do this i'm gonna show you how you can do this i'm gonna show you how you can do this and how you can check for yourself and how you can check for yourself and how you can check for yourself what are some pages that are popular on

what are some pages that are popular on what are some pages that are popular on your website your website your website so overall the benefits of having so overall the benefits of having so overall the benefits of having product documentation pages are multiple product documentation pages are multiple product documentation pages are multiple number one number one number one obviously it can bring you seo and obviously it can bring you seo and obviously it can bring you seo and traffic which i just proved to you traffic which i just proved to you traffic which i just proved to you number two is it's actually helping you number two is it's actually helping you number two is it's actually helping you decrease support ticket decrease support ticket decrease support ticket uh volume people don't wanna contact uh volume people don't wanna contact uh volume people don't wanna contact your support uh your support uh your support uh despite what you're thinking like so despite what you're thinking like so despite what you're thinking like so many people just you know contact me and many people just you know contact me and many people just you know contact me and ask weird questions ask weird questions ask weird questions people don't wanna do that they wanna people don't wanna do that they wanna people don't wanna do that they wanna self-serve um it's also going to help self-serve um it's also going to help self-serve um it's also going to help you reduce churn you reduce churn you reduce churn and streamline your onboarding um and streamline your onboarding um and streamline your onboarding um increase your customer success and increase your customer success and increase your customer success and happiness and overall this is all going happiness and overall this is all going happiness and overall this is all going to translate into to translate into to translate into conversions improving conversions from conversions improving conversions from conversions improving conversions from visitor to trial from trial to paid visitor to trial from trial to paid visitor to trial from trial to paid which is you know good for everyone which is you know good for everyone which is you know good for everyone some prerequisites that i'd like you some prerequisites that i'd like you some prerequisites that i'd like you that you are gonna need to have is that you are gonna need to have is that you are gonna need to have is number one number one number one uh you need to have google analytics set uh you need to have google analytics set uh you need to have google analytics set up on your website up on your website up on your website go ahead and by the way start opening go ahead and by the way start opening go ahead and by the way start opening your google analytics if you have it your google analytics if you have it your google analytics if you have it just go ahead and open because they're just go ahead and open because they're just go ahead and open because they're going to be a couple of things that we going to be a couple of things that we going to be a couple of things that we are going to be checking in your google are going to be checking in your google are going to be checking in your google analytics right now so this is a analytics right now so this is a analytics right now so this is a hands-on session okay hands-on session okay hands-on session okay number two is that your google analytics number two is that your google analytics number two is that your google analytics is present is present is present on the support pages because a lot of on the support pages because a lot of on the support pages because a lot of times i see that times i see that times i see that somehow the google analytics code is somehow the google analytics code is somehow the google analytics code is missing from those pages it is present missing from those pages it is present missing from those pages it is present on home page on price and page on home page on price and page on home page on price and page but not the product documentation pages but not the product documentation pages but not the product documentation pages if you have them and number three if you have them and number three if you have them and number three is if you have and this is probably a is if you have and this is probably a is if you have and this is probably a little bit more for advanced users little bit more for advanced users little bit more for advanced users if you have goals set up in google if you have goals set up in google if you have goals set up in google analytics so those are the three things analytics so those are the three things analytics so those are the three things that uh ideally you need to have that uh ideally you need to have that uh ideally you need to have if you don't that that's fine as well at

if you don't that that's fine as well at if you don't that that's fine as well at least just keep in mind the things that least just keep in mind the things that least just keep in mind the things that you need to have in place you need to have in place you need to have in place and something that you can check a and something that you can check a and something that you can check a little bit later little bit later little bit later so let's analyze so let's analyze so let's analyze your product documentation together your product documentation together your product documentation together right now we'll do it hopefully right now we'll do it hopefully right now we'll do it hopefully you have your google analytics you have your google analytics you have your google analytics i'm checking some comments here i'm checking some comments here i'm checking some comments here hopefully you have your google analytics hopefully you have your google analytics hopefully you have your google analytics open already open already open already uh my question to you uh my question to you uh my question to you how often do you guys and ladies check how often do you guys and ladies check how often do you guys and ladies check your google analytics your google analytics your google analytics because this this thing kills me really because this this thing kills me really because this this thing kills me really so many times founders so many times founders so many times founders like log in there maybe once every other like log in there maybe once every other like log in there maybe once every other month month month because and that's totally fine if you because and that's totally fine if you because and that's totally fine if you do because probably you don't know what do because probably you don't know what do because probably you don't know what you're looking at you're looking at you're looking at so today i'm going to share with you the so today i'm going to share with you the so today i'm going to share with you the things that you can check things that you can check things that you can check in your google analytics and then you're in your google analytics and then you're in your google analytics and then you're probably going to want to log in there probably going to want to log in there probably going to want to log in there you know at least once a week and this you know at least once a week and this you know at least once a week and this is my recommendation because you need to is my recommendation because you need to is my recommendation because you need to know what's happening there as well so if you are in yoga no analytics so if you are in yoga no analytics i'd like you to go to let me increase i'd like you to go to let me increase i'd like you to go to let me increase the size of this the size of this the size of this to uh so you go into your google to uh so you go into your google to uh so you go into your google analytics analytics analytics uh analytics.google.com you then uh analytics.google.com you then uh analytics.google.com you then go under your behavior and then content go under your behavior and then content go under your behavior and then content drill down and then in this great view drill down and then in this great view drill down and then in this great view which which which i know you probably have not have never i know you probably have not have never i know you probably have not have never went there and logged in there but under went there and logged in there but under went there and logged in there but under behavior and then site content and

behavior and then site content and behavior and then site content and content drill down content drill down content drill down you're gonna be able to see what are you're gonna be able to see what are you're gonna be able to see what are your most popular your most popular your most popular clusters of pages so for example like clusters of pages so for example like clusters of pages so for example like folders of pages right so for example folders of pages right so for example folders of pages right so for example here the number one most popular page is here the number one most popular page is here the number one most popular page is obviously the homepage obviously the homepage obviously the homepage and then all the content that you have and then all the content that you have and then all the content that you have under support page is going to be under support page is going to be under support page is going to be is the second most popular visited uh is the second most popular visited uh is the second most popular visited uh cluster of pages and then the pricing cluster of pages and then the pricing cluster of pages and then the pricing page is the third most popular page is the third most popular page is the third most popular so i really want to hear what are your so i really want to hear what are your so i really want to hear what are your number one two three most popular pages number one two three most popular pages number one two three most popular pages page clusters i really want to know i page clusters i really want to know i page clusters i really want to know i i want to know okay blocks and some on i want to know okay blocks and some on i want to know okay blocks and some on the same blog the same blog the same blog once a week okay someone's checking once once a week okay someone's checking once once a week okay someone's checking once a week which is awesome a week which is awesome a week which is awesome what are number two and number three what are number two and number three what are number two and number three most popular cluster of pages most popular cluster of pages most popular cluster of pages oftentimes it is home page then the next oftentimes it is home page then the next oftentimes it is home page then the next time is like blog time is like blog time is like blog or pricing and for some companies you're actually and for some companies you're actually gonna see support and this is gonna see support and this is gonna see support and this is the killer that you are gonna the killer that you are gonna the killer that you are gonna find very interesting so find very interesting so find very interesting so someone says home blog program someone says home blog program someone says home blog program team documentation is number one woohoo team documentation is number one woohoo team documentation is number one woohoo jane awesome jane awesome jane awesome then you're gonna be so excited to to then you're gonna be so excited to to then you're gonna be so excited to to see what's coming next see what's coming next see what's coming next all right let me pull back here all right let me pull back here all right let me pull back here i need to get to my clicker there you go next view that i wanted to there you go next view that i wanted to go to and check go to and check go to and check is to go under conversions if you have is to go under conversions if you have is to go under conversions if you have those set up because if you don't

those set up because if you don't those set up because if you don't you need to work on them but then next you need to work on them but then next you need to work on them but then next you go to conversions you go to conversions you go to conversions goals and then reverse goal path goals and then reverse goal path goals and then reverse goal path and then what's awesome here is you're and then what's awesome here is you're and then what's awesome here is you're going to be able to see going to be able to see going to be able to see which pages people visit right before which pages people visit right before which pages people visit right before they hit they hit they hit the goal which is convert on a trial the goal which is convert on a trial the goal which is convert on a trial you have them set up then this is a gold you have them set up then this is a gold you have them set up then this is a gold mine for you mine for you mine for you make sure to check that as well but in this particular case hold on i'm but in this particular case hold on i'm looking at a couple of you commenting looking at a couple of you commenting looking at a couple of you commenting here um in this particular case you'll see um in this particular case you'll see that there's actually that there's actually that there's actually a lot of product documentation pages a lot of product documentation pages a lot of product documentation pages that are bringing conversion that are bringing conversion that are bringing conversion and so by the way while you were at it and so by the way while you were at it and so by the way while you were at it while you were in google analytics as a while you were in google analytics as a while you were in google analytics as a marketer and it says killer marketer and it says killer marketer and it says killer if you've been given access to other if you've been given access to other if you've been given access to other people in the past in google analytics people in the past in google analytics people in the past in google analytics make sure make sure to go and delete make sure make sure to go and delete make sure make sure to go and delete those people if you no longer work with those people if you no longer work with those people if you no longer work with them because otherwise they have access them because otherwise they have access them because otherwise they have access to a lot of things that you don't want to a lot of things that you don't want to a lot of things that you don't want them them them to have access to okay and so if you to have access to okay and so if you to have access to okay and so if you look look look at here there's uh a lot of around three at here there's uh a lot of around three at here there's uh a lot of around three percent percent percent of all conversions page num uh line of all conversions page num uh line of all conversions page num uh line number six and then there's another number six and then there's another number six and then there's another uh one percent and then we see a couple uh one percent and then we see a couple uh one percent and then we see a couple more percentage points more percentage points more percentage points so you can see actually here that a lot so you can see actually here that a lot so you can see actually here that a lot of conversions are happening on those pages conversions are happening on those pages then then then the last thing that i'm going to torture the last thing that i'm going to torture the last thing that i'm going to torture you today with you today with you today with is go to reverse goal path

is go to reverse goal path is go to reverse goal path and then you're going to be able to see and then you're going to be able to see and then you're going to be able to see that that that all the pages actual pages that are all the pages actual pages that are all the pages actual pages that are bringing you the conversions and need bringing you the conversions and need bringing you the conversions and need your goals set up properly in this case your goals set up properly in this case your goals set up properly in this case this is what i see this is what i see this is what i see line number two line 9.5 and line number line number two line 9.5 and line number line number two line 9.5 and line number eight eight eight together they bring 12 of all together they bring 12 of all together they bring 12 of all trial conversions in addition to pricing trial conversions in addition to pricing trial conversions in addition to pricing pages integration pages home pages pages integration pages home pages pages integration pages home pages did you ever you know did you ever think did you ever you know did you ever think did you ever you know did you ever think that this is possible that your product that this is possible that your product that this is possible that your product documentation pages actually can bring documentation pages actually can bring documentation pages actually can bring in conversions not only that so just in conversions not only that so just in conversions not only that so just overall total percentage for this overall total percentage for this overall total percentage for this pages for this particular sas company is pages for this particular sas company is pages for this particular sas company is 12 of all 12 of all 12 of all conversions to trial is coming from conversions to trial is coming from conversions to trial is coming from those participation pages those participation pages those participation pages and that is they didn't even have a call and that is they didn't even have a call and that is they didn't even have a call to action on those product documentation to action on those product documentation to action on those product documentation pages pages pages isn't it crazy how many of you have or isn't it crazy how many of you have or isn't it crazy how many of you have or do not have do not have do not have call to action on product documentation call to action on product documentation call to action on product documentation pages if you don't pages if you don't pages if you don't then you can easily increase your then you can easily increase your then you can easily increase your website conversion if you're getting website conversion if you're getting website conversion if you're getting traffic to those product documentation traffic to those product documentation traffic to those product documentation pages pages pages you can increase your website conversion you can increase your website conversion you can increase your website conversion tr overall from visitor tr overall from visitor tr overall from visitor to trial which is crazy without doing to trial which is crazy without doing to trial which is crazy without doing anything just adding those buttons anything just adding those buttons anything just adding those buttons without needing to spend any money on without needing to spend any money on without needing to spend any money on pay-per-click or adding more traffic or pay-per-click or adding more traffic or pay-per-click or adding more traffic or content content content or guest blog posts or anything you can or guest blog posts or anything you can or guest blog posts or anything you can increase increase increase number of trials isn't crazy so let's talk about the so let's talk about the creation process so creation process so creation process so the creation process for product the creation process for product the creation process for product documentation pages and those are the

documentation pages and those are the documentation pages and those are the cheat codes that i'm going to share with cheat codes that i'm going to share with cheat codes that i'm going to share with you you you there are two number one is when a there are two number one is when a there are two number one is when a request comes in that you haven't seen request comes in that you haven't seen request comes in that you haven't seen before and you don't have a product before and you don't have a product before and you don't have a product documentation talking about this documentation talking about this documentation talking about this particular issue particular issue particular issue and a person has asked you know and a person has asked you know and a person has asked you know submitted a ticket for example submitted a ticket for example submitted a ticket for example please i beg you do not respond with please i beg you do not respond with please i beg you do not respond with long elaborative email long elaborative email long elaborative email and text in the email one on one right and text in the email one on one right and text in the email one on one right to this person to this person to this person what you need to do is you need to take what you need to do is you need to take what you need to do is you need to take all everything that you all everything that you all everything that you written down the answer ideally you also written down the answer ideally you also written down the answer ideally you also have like a walkthrough have like a walkthrough have like a walkthrough uh video that you can upload to youtube uh video that you can upload to youtube uh video that you can upload to youtube or whatever or whatever or whatever and then add that as well and create a and then add that as well and create a and then add that as well and create a page page page this is the easiest way for you to start this is the easiest way for you to start this is the easiest way for you to start creating those pages if you creating those pages if you creating those pages if you take it as a rule that every single time take it as a rule that every single time take it as a rule that every single time when someone creates a ticket and you when someone creates a ticket and you when someone creates a ticket and you need to provide new information that is need to provide new information that is need to provide new information that is not publicly available not publicly available not publicly available on your product documentation page on your product documentation page on your product documentation page please create a separate product please create a separate product please create a separate product documentation page documentation page documentation page and then send the link to the product and then send the link to the product and then send the link to the product documentation page to documentation page to documentation page to this person do not answer in private this person do not answer in private this person do not answer in private okay okay okay number two is i encourage you to start number two is i encourage you to start number two is i encourage you to start writing weekly q a sessions writing weekly q a sessions writing weekly q a sessions with your existing customers with all of with your existing customers with all of with your existing customers with all of your prospects with leads your prospects with leads your prospects with leads someone who took you up on the trial and someone who took you up on the trial and someone who took you up on the trial and didn't convert someone who converted so didn't convert someone who converted so didn't convert someone who converted so everyone you want to include everyone everyone you want to include everyone everyone you want to include everyone and you want to invite them and you want to invite them and you want to invite them to a weekly session and this is gonna be to a weekly session and this is gonna be to a weekly session and this is gonna be also like also like also like this is so powerful not a lot of this is so powerful not a lot of this is so powerful not a lot of companies do that in fact i don't know companies do that in fact i don't know companies do that in fact i don't know maybe like one percent of all sales maybe like one percent of all sales maybe like one percent of all sales companies do that if not less companies do that if not less companies do that if not less this is goldmine what you do is on a this is goldmine what you do is on a this is goldmine what you do is on a weekly basis you have one hour call weekly basis you have one hour call weekly basis you have one hour call with everyone and what you do you invite

with everyone and what you do you invite with everyone and what you do you invite uh uh uh your existing database of everyone to your existing database of everyone to your existing database of everyone to those weekly calls those weekly calls those weekly calls you don't want to award it so that uh you don't want to award it so that uh you don't want to award it so that uh you know you are showing all of your you know you are showing all of your you know you are showing all of your features and stuff like that because features and stuff like that because features and stuff like that because this is not about you this is not about you this is not about you in particular this is about you learning in particular this is about you learning in particular this is about you learning what people want what people want what people want why they didn't sign up to your trial if why they didn't sign up to your trial if why they didn't sign up to your trial if they sign up why they didn't convert they sign up why they didn't convert they sign up why they didn't convert this was very interesting i hosted this was very interesting i hosted this was very interesting i hosted multiple sessions like this for multiple multiple sessions like this for multiple multiple sessions like this for multiple sas companies sas companies sas companies as a first step and they said that we as a first step and they said that we as a first step and they said that we were trying to get people to get on the were trying to get people to get on the were trying to get people to get on the call with us like half a month have a call with us like half a month have a call with us like half a month have a half an hour call half an hour call half an hour call uh and you know sure why is it just over uh and you know sure why is it just over uh and you know sure why is it just over all their feedback right all their feedback right all their feedback right and it is a big ask well if you invite and it is a big ask well if you invite and it is a big ask well if you invite people to join your weekly sessions people to join your weekly sessions people to join your weekly sessions and those sessions can be structured a and those sessions can be structured a and those sessions can be structured a little bit like a mastermind so for little bit like a mastermind so for little bit like a mastermind so for example if your tool let's say a example if your tool let's say a example if your tool let's say a marketing automation tool marketing automation tool marketing automation tool then you can talk about just overall then you can talk about just overall then you can talk about just overall market information market information market information you can bring a couple of examples from you can bring a couple of examples from you can bring a couple of examples from your particular tool you can share the your particular tool you can share the your particular tool you can share the screen screen screen uh how your tool helps do that but uh how your tool helps do that but uh how your tool helps do that but overall you talk about marketing overall you talk about marketing overall you talk about marketing information you get people to introduce information you get people to introduce information you get people to introduce themselves themselves themselves talk about which company you're there talk about which company you're there talk about which company you're there with which will help in this with which will help in this with which will help in this people to bond and then they're much people to bond and then they're much people to bond and then they're much more likely to more likely to more likely to connect with each other and if you're connect with each other and if you're connect with each other and if you're going to have existing customers this going to have existing customers this going to have existing customers this happened yesterday happened yesterday happened yesterday on a call like this existing customer on a call like this existing customer on a call like this existing customer joined and joined and joined and they were raving about the tool and so they were raving about the tool and so they were raving about the tool and so all of those leads that are currently all of those leads that are currently all of those leads that are currently just sitting them just wondering should just sitting them just wondering should just sitting them just wondering should i sign up or not i sign up or not i sign up or not this is the best you know sas tool out this is the best you know sas tool out this is the best you know sas tool out there there there this customer was raving about the tool this customer was raving about the tool this customer was raving about the tool and she said and she said and she said i love it i've tried you know number one

i love it i've tried you know number one i love it i've tried you know number one number two number three i hated it and number two number three i hated it and number two number three i hated it and then this you guys you're just then this you guys you're just then this you guys you're just absolutely awesome absolutely awesome absolutely awesome so do not miss on this opportunity run so do not miss on this opportunity run so do not miss on this opportunity run those weekly sessions those weekly sessions those weekly sessions um quick tip here if you already have um quick tip here if you already have um quick tip here if you already have product documentation pages product documentation pages product documentation pages you can check uh go to outrank.io you can check uh go to outrank.io you can check uh go to outrank.io this is a sas company that i'm a this is a sas company that i'm a this is a sas company that i'm a co-founder at co-founder at co-founder at and then you can check uh you can go and then you can check uh you can go and then you can check uh you can go click on the home page c in click on the home page c in click on the home page c in action and then you can check the pages action and then you can check the pages action and then you can check the pages that are that you can basically convert that are that you can basically convert that are that you can basically convert into a little bit more seo optimized into a little bit more seo optimized into a little bit more seo optimized pages as well pages as well pages as well so the ai power is actually doing this so the ai power is actually doing this so the ai power is actually doing this for you you just plug in your website for you you just plug in your website for you you just plug in your website there there there and then you'll be able to see what are and then you'll be able to see what are and then you'll be able to see what are some pages that are low-hanging fruits some pages that are low-hanging fruits some pages that are low-hanging fruits that you can convert you can create into that you can convert you can create into that you can convert you can create into a little bit more seo optimized a little bit more seo optimized a little bit more seo optimized piece of content this is if you already piece of content this is if you already piece of content this is if you already have product implementation pages have product implementation pages have product implementation pages i'll share a little bit about the common i'll share a little bit about the common i'll share a little bit about the common problems that i see problems that i see problems that i see a lot of founders do with their product a lot of founders do with their product a lot of founders do with their product documentations documentations documentations and that is number one is and that is number one is and that is number one is uh what you want to add in those uh what you want to add in those uh what you want to add in those uh hold on it is creation process um so you want to include multiple like you want to include multiple like multimedia content into your product multimedia content into your product multimedia content into your product documentation pages which includes documentation pages which includes documentation pages which includes videos so for example if you are able to videos so for example if you are able to videos so for example if you are able to show show show a walkthrough like a screen share or if a walkthrough like a screen share or if a walkthrough like a screen share or if you have recordings of those weekly you have recordings of those weekly you have recordings of those weekly sessions sessions sessions um then you can include it into your um then you can include it into your um then you can include it into your product documentation which is product documentation which is product documentation which is again improving your seo value and juice again improving your seo value and juice again improving your seo value and juice and google absolutely loves that

and google absolutely loves that and google absolutely loves that you can include screenshots then just you can include screenshots then just you can include screenshots then just overall structured text is important overall structured text is important overall structured text is important uh case status uh interlinking is also uh case status uh interlinking is also uh case status uh interlinking is also important so any important so any important so any uh any interlink in your internal uh any interlink in your internal uh any interlink in your internal website website website from let's say your product from let's say your product from let's say your product documentation into another page is documentation into another page is documentation into another page is considered an extra backlink which is considered an extra backlink which is considered an extra backlink which is great we want to do that great we want to do that great we want to do that uh breadcrumbs are important both for uh breadcrumbs are important both for uh breadcrumbs are important both for google and for user experience so google and for user experience so google and for user experience so included there included there included there by the way cannot stress it enough it is by the way cannot stress it enough it is by the way cannot stress it enough it is important for google okay so breadcrumbs important for google okay so breadcrumbs important for google okay so breadcrumbs ideally you want to have there and ctas ideally you want to have there and ctas ideally you want to have there and ctas do not forget cdas remember this is like do not forget cdas remember this is like do not forget cdas remember this is like the biggest point of this presentation the biggest point of this presentation the biggest point of this presentation is is is ctas should not be missing from the ctas should not be missing from the ctas should not be missing from the product documentation pages product documentation pages product documentation pages next some of the problems that i see next some of the problems that i see next some of the problems that i see a lot of companies do is number one they a lot of companies do is number one they a lot of companies do is number one they don't have google analytics don't have google analytics don't have google analytics number two they don't have cdas we number two they don't have cdas we number two they don't have cdas we talked about this number three talked about this number three talked about this number three is no keyword research using a is no keyword research using a is no keyword research using a free google tool or you can go to our free google tool or you can go to our free google tool or you can go to our ranking that i o and it's also gonna ranking that i o and it's also gonna ranking that i o and it's also gonna give you give you give you some options uh to check for keyword uh some options uh to check for keyword uh some options uh to check for keyword uh volume and then you optimize for that uh volume and then you optimize for that uh volume and then you optimize for that uh not having breadcrumbs not having breadcrumbs not having breadcrumbs and problems with the interlinking and and problems with the interlinking and and problems with the interlinking and subdomain subdomain subdomain versus folder there is one letter versus folder there is one letter versus folder there is one letter missing folder missing folder missing folder so this is a big one a lot of uh what a so this is a big one a lot of uh what a so this is a big one a lot of uh what a lot of founders do is they use like a lot of founders do is they use like a lot of founders do is they use like a subdomain something like support subdomain something like support subdomain something like support that's the name of the website.com for that's the name of the website.com for that's the name of the website.com for example example example we don't want to do that we want to have we don't want to do that we want to have we don't want to do that we want to have a folder because a folder because a folder because if you do it as a subdomain then you are

if you do it as a subdomain then you are if you do it as a subdomain then you are not not not passing the juice from the website to passing the juice from the website to passing the juice from the website to those product documentation pages and those product documentation pages and those product documentation pages and google google google is not gonna rank it as high so we want is not gonna rank it as high so we want is not gonna rank it as high so we want it to be a folder it to be a folder it to be a folder okay um and okay um and okay um and i need to switch between the screen so i need to switch between the screen so i need to switch between the screen so that's why there's a little bit of delay that's why there's a little bit of delay that's why there's a little bit of delay so overall conclusion percentage of traffic percentage of traffic that visits your product documentation that visits your product documentation that visits your product documentation pages hopefully you were able to check pages hopefully you were able to check pages hopefully you were able to check that this is important if you have zero that this is important if you have zero that this is important if you have zero okay then you probably don't have any okay then you probably don't have any okay then you probably don't have any product documentation pages you know product documentation pages you know product documentation pages you know that you need to work a little bit on that you need to work a little bit on that you need to work a little bit on that that that i shared with you how you want to do i shared with you how you want to do i shared with you how you want to do that number one is you want to create that number one is you want to create that number one is you want to create weekly sessions number two never answer weekly sessions number two never answer weekly sessions number two never answer long eruptive email long eruptive email long eruptive email um always put it as a separate page okay um always put it as a separate page okay um always put it as a separate page okay that you can then that you can then that you can then everyone else can see it as well uh everyone else can see it as well uh everyone else can see it as well uh you can also uh hopefully you were able you can also uh hopefully you were able you can also uh hopefully you were able to analyze number of trials that come to analyze number of trials that come to analyze number of trials that come from your product documentation pages from your product documentation pages from your product documentation pages for some companies uh it can be 12 for for some companies uh it can be 12 for for some companies uh it can be 12 for some companies it can be 20 some companies it can be 20 some companies it can be 20 depending on the size of your product depending on the size of your product depending on the size of your product implementation pages and then hopefully implementation pages and then hopefully implementation pages and then hopefully you have planned how to improve your you have planned how to improve your you have planned how to improve your existing pages existing pages existing pages you know now that you need to add cta you know now that you need to add cta you know now that you need to add cta buttons call to action buttons by the buttons call to action buttons by the buttons call to action buttons by the way i don't know if you mentioned it but way i don't know if you mentioned it but way i don't know if you mentioned it but cta cta cta stands for call to action buttons so stands for call to action buttons so stands for call to action buttons so have them have them have them on your product recommendation pages on your product recommendation pages on your product recommendation pages this is important hopefully you're going this is important hopefully you're going this is important hopefully you're going to start your weekly q a sessions and to start your weekly q a sessions and to start your weekly q a sessions and then then then i really want to hear what feedback i really want to hear what feedback i really want to hear what feedback you're going to get out of this you're going to get out of this you're going to get out of this if you start those request sessions if you start those request sessions if you start those request sessions please reach out to me i really want to

please reach out to me i really want to please reach out to me i really want to hear hear hear um your feedback if you uh improve your um your feedback if you uh improve your um your feedback if you uh improve your product documentation pages product documentation pages product documentation pages reach out to me again i'm not an expert reach out to me again i'm not an expert reach out to me again i'm not an expert in product documentation in product documentation in product documentation specifically writing it this specifically writing it this specifically writing it this presentation was about presentation was about presentation was about uh growth tactics and channels and uh growth tactics and channels and uh growth tactics and channels and uh just product recommendation is one of uh just product recommendation is one of uh just product recommendation is one of them them them and that is it uh my website is and that is it uh my website is and that is it uh my website is narelloniva.com i'm also sas boss narelloniva.com i'm also sas boss narelloniva.com i'm also sas boss community and podcasts and we do a lot community and podcasts and we do a lot community and podcasts and we do a lot of different things as well of different things as well of different things as well so thank you so much uh we have couple so thank you so much uh we have couple so thank you so much uh we have couple of minutes for q a so if anyone has any of minutes for q a so if anyone has any of minutes for q a so if anyone has any questions questions questions i see that there are some uh some i see that there are some uh some i see that there are some uh some comments here what tools do folks use in addition what tools do folks use in addition to google tools for search keyword to google tools for search keyword to google tools for search keyword research out ranking that io is one of research out ranking that io is one of research out ranking that io is one of them them them i would say google is a good tool go i would say google is a good tool go i would say google is a good tool go ahead and use that ahead and use that ahead and use that um i would recommend at least those two um i would recommend at least those two um i would recommend at least those two start with the start with the start with the google check out our rankin.io as well google check out our rankin.io as well google check out our rankin.io as well what do you think is the best way to what do you think is the best way to what do you think is the best way to embed ctas embed ctas embed ctas in the documentation without annoying in the documentation without annoying in the documentation without annoying existing customers existing customers existing customers maybe in the city ask them to sign or maybe in the city ask them to sign or maybe in the city ask them to sign or log in and do not show the cta to login log in and do not show the cta to login log in and do not show the cta to login users users users now if you are able to do that that is now if you are able to do that that is now if you are able to do that that is great i think great i think great i think if you can't i don't think that you're if you can't i don't think that you're if you can't i don't think that you're gonna annoy existing users and by the gonna annoy existing users and by the gonna annoy existing users and by the way you can also check way you can also check way you can also check uh in google analytics the percentage of uh in google analytics the percentage of uh in google analytics the percentage of traffic is that goes to your pages traffic is that goes to your pages traffic is that goes to your pages is this existing traffic or new traffic is this existing traffic or new traffic is this existing traffic or new traffic and this is also going to give you an and this is also going to give you an and this is also going to give you an idea whether

idea whether idea whether those cta buttons call to action buttons those cta buttons call to action buttons those cta buttons call to action buttons you know what make them are they uh just you know what make them are they uh just you know what make them are they uh just create a demo create a demo create a demo or ask a demo or create a trial which or ask a demo or create a trial which or ask a demo or create a trial which i don't think it's gonna annoy existing i don't think it's gonna annoy existing i don't think it's gonna annoy existing users so just check users so just check users so just check the percentage of people that visit your the percentage of people that visit your the percentage of people that visit your product recommendation pages and product recommendation pages and product recommendation pages and hopefully there's also going to be an hopefully there's also going to be an hopefully there's also going to be an eye opening for you eye opening for you eye opening for you if you're going to find that a lot of if you're going to find that a lot of if you're going to find that a lot of first-time users first-time users first-time users enter your website through documentation enter your website through documentation enter your website through documentation pages pages pages this is awesome this is awesome how do you handle if the opposite how do you handle if the opposite happens a customer is having happens a customer is having happens a customer is having issue with the tool and scares away a issue with the tool and scares away a issue with the tool and scares away a prospect prospect prospect oh in the during the weekly sessions you oh in the during the weekly sessions you oh in the during the weekly sessions you know what know what know what uh i i don't think that a lot of people uh i i don't think that a lot of people uh i i don't think that a lot of people will actually will actually will actually be as vocal if they had a problem they be as vocal if they had a problem they be as vocal if they had a problem they would actually be appreciative of you would actually be appreciative of you would actually be appreciative of you hosting those sessions uh and so even if hosting those sessions uh and so even if hosting those sessions uh and so even if someone is not 100 happy someone is not 100 happy someone is not 100 happy we know that there's you know some users we know that there's you know some users we know that there's you know some users they're always not going to be happy so they're always not going to be happy so they're always not going to be happy so that's totally fine that's totally fine that's totally fine so you can just uh address that oh yes i so you can just uh address that oh yes i so you can just uh address that oh yes i remember we had such a problem you know remember we had such a problem you know remember we had such a problem you know jane uh hopefully our fix worked for you jane uh hopefully our fix worked for you jane uh hopefully our fix worked for you and usually they're not as vocal no and usually they're not as vocal no and usually they're not as vocal no one's gonna come and just you know one's gonna come and just you know one's gonna come and just you know talk bad stuff about you on those weekly talk bad stuff about you on those weekly talk bad stuff about you on those weekly sessions usually they just don't show up and looks like what time and looks like what time is best for weekly q a okay we have a is best for weekly q a okay we have a is best for weekly q a okay we have a lot of questions about wikileaks which lot of questions about wikileaks which lot of questions about wikileaks which is awesome is awesome is awesome i really want you guys to try that we i really want you guys to try that we i really want you guys to try that we have one minute left and this is have one minute left and this is have one minute left and this is probably going to be one probably going to be one probably going to be one last questions that i'm going to take

last questions that i'm going to take last questions that i'm going to take during the day number one during the day number one during the day number one where is majority of your customers are where is majority of your customers are where is majority of your customers are do you know do you know do you know if they're somewhere in the u.s or if they're somewhere in the u.s or if they're somewhere in the u.s or somewhere in europe like somewhere in europe like somewhere in europe like this is going to depend like really this is going to depend like really this is going to depend like really where your customer base is where your customer base is where your customer base is if they're in the u.s then u.s time zone if they're in the u.s then u.s time zone if they're in the u.s then u.s time zone usually around lunchtime usually around lunchtime usually around lunchtime if there is somewhere in asia i don't if there is somewhere in asia i don't if there is somewhere in asia i don't know about the preference there in asia know about the preference there in asia know about the preference there in asia i am here for u.s audience i am writing i am here for u.s audience i am writing i am here for u.s audience i am writing around lunchtime between 12 and around lunchtime between 12 and around lunchtime between 12 and 2 maybe 11 and 2. um right now i'm 2 maybe 11 and 2. um right now i'm 2 maybe 11 and 2. um right now i'm working with someone working with someone working with someone in europe but majority of their user in europe but majority of their user in europe but majority of their user base is in the us base is in the us base is in the us um and so we're doing this around 10 a.m um and so we're doing this around 10 a.m um and so we're doing this around 10 a.m central central central i think overall between 11 and 2 p.m i think overall between 11 and 2 p.m i think overall between 11 and 2 p.m central is a good time if your folks are central is a good time if your folks are central is a good time if your folks are in the in the in the uh in the us and that's it looks like uh in the us and that's it looks like uh in the us and that's it looks like excellent natalie thank you so much excellent natalie thank you so much excellent natalie thank you so much absolutely what's my pleasure