Many technical writers prioritize clarity and accuracy, but forget about SEO. The focus is usually on making sure the instructions are clear, the information is accurate, and every possible question a user might have is answered. It’s easy to believe that as long as the documentation is good, it will naturally reach the people who need it. Unfortunately, that is not always the case.
Many well-written technical guides end up buried deep in search engine results. Not because they are not useful, but because they were not optimized to be discoverable. Writing technical content is not just about sharing knowledge; it is also about making that knowledge easy to find when someone needs it most. If documentation does not appear when a user searches for help, it might as well not exist at all.
This happens more often than many realize. A comprehensive troubleshooting guide, even with detailed steps, helpful screenshots, and thoughtful explanations, can still fail to appear in search results.
In the second article of this series, we talked about improving the visibility of your technical documentation. This article takes a step back to look at what might be getting in the way of that visibility. We’ll walk through ten common SEO mistakes that often slip into documentation unnoticed and, more importantly, how to avoid them without making your writing feel robotic or forced.
Mistake 1: Writing without keyword research
One of the most common SEO mistakes in technical documentation is writing without first understanding what users are actually searching for. It is easy to jump straight into writing, especially when the topic is clear and technical. However, without basic keyword research, even well-crafted documentation can miss the mark.
Keyword research is about learning the exact terms, phrases, and questions that users type into search engines when they are trying to get help. For example, while a developer might write a guide titled “Integrating OAuth 2.0 Authorization,” users might actually be searching for “how to set up OAuth login” or “OAuth authentication guide.” Missing this connection means missing the opportunity to be visible to the right audience.
When documentation does not align with how users search, it becomes harder to discover. Even if the content perfectly answers their question, it may not rank well because the language used does not match what people are actually looking for. Good keyword research bridges this gap. It ensures that the documentation not only solves users’ pain points but is also phrased in a way that matches their search language.
Fortunately, keyword research does not have to be complicated. Tools like Google Search suggestions and free keyword finders can quickly show the phrases people are using. Spending even a few minutes checking the common terms around a topic can make a noticeable difference in your SEO.
Mistake 2: Ignoring clear and search-friendly titles
A title is often the first, and sometimes the only, thing users and search engines notice. Yet, it is easy to overlook how important it is to make titles clear, direct, and aligned with what people are searching for. A vague or overly technical title might sound impressive to an expert, but it can confuse or even repel the very audience the documentation is meant to help.
Search engines rely heavily on titles to understand what a page is about. A clear, search-friendly title tells both users and algorithms that the page is relevant. Without it, the documentation risks being buried under better-optimized but less informative articles.
This example shows what a ‘bad’ and ‘good’ title look like:
• Bad title: “Understanding OAuth 2.0”
• Good title: “How to Set Up OAuth 2.0 Login in Your App”
A good practice is to think like a beginner. Instead of asking, “What do I know about this topic?” it is better to ask, “If I were struggling with this, what would I search for?” Titles should be specific, straightforward, and reflect the exact problem the documentation solves. Including key terms naturally in the title, like we mentioned earlier, also helps signal relevance to search engines without making the writing feel awkward.
Mistake 3: Skipping meta descriptions
Meta descriptions might seem like a small detail, but they play a big role in how technical documentation performs in search engines. Skipping this, or treating it as an afterthought, is a mistake that can make even the best content harder to find and less appealing to click on.
The meta description is the short summary that appears underneath the clickable headline on search engine results pages (SERPs). Together with the title of your page, it gives users their first impression of what the page is about. If this field is missing, poorly written, or left to be auto-generated, search engines might pull random text from the page, and the result is often messy.
Here’s an example:
- Bad meta description: “We explain how the system works, with steps, tools, and other information users might need”. This is too vague. It doesn’t show what problem the page solves or why it’s helpful.
- Good meta description: “Step-by-step guide to setting up your account, fixing errors, and finding answers quickly, all in one place”. This is clear, useful, and speaks directly to what the user might be searching for.
A strong meta description should offer a quick, inviting summary that encourages users to click through. It needs to be short enough to fit within search engine limits but clear enough to tell users, at a glance, that the page has the answer they are looking for. It should be between 140 to 160 characters.
Mistake 4: Using confusing heading structures
Headings are more than just bold text that breaks up a page. They serve as a roadmap for both users and search engines, guiding them through the content and making it easier to understand. A confusing or inconsistent heading structure can make documentation hard to follow. It can also hurt SEO by preventing search engines from understanding the page’s content hierarchy.
A common mistake is using headings inconsistently. For example, jumping from an H1 (main heading) to an H4 (sub-subheading) without using H2s or H3s in between makes the content feel disorganized. It also signals to search engines that the structure is unclear, which can lower the page’s ranking. Users will also struggle to follow the content, as they won’t easily identify the main topics or subtopics.
A good heading structure follows a logical progression, from broad to specific topics. Here’s how the headings should ideally be structured:
H1: The main title of the page.
H2: The main sections or topics within the document.
H3: Subsections or specific details under each H2 topic.
H4: Further detailed subtopics or specific examples.
H5: Very specific details, often for niche or technical information.
H6: The most detailed level, often used for small sub-sections or minor points that support the content without overshadowing more critical sections.
Mistake 5: Creating walls of text
Another big mistake in technical documentation is creating “walls of text”. These are large blocks of unbroken text that can overwhelm readers. This often happens when authors try to explain complex concepts or provide detailed instructions without breaking them down into digestible sections. This can make the document difficult to read, and as a result, users may quickly lose interest or struggle to find the information they need.
When a page is filled with long paragraphs without clear separation between key ideas or steps, it becomes exhausting to read. People tend to scan text more than they read every word, especially when they’re looking for specific information. Dense, lengthy paragraphs make it difficult for readers to quickly identify the most relevant parts. If users can’t skim easily, they are more likely to abandon the page and look elsewhere.
To prevent this, format your content clearly. Properly formatting your content makes it more readable and easier to navigate. The use of headings, bullet points, numbered lists, and short paragraphs helps break down information into smaller, more digestible pieces. This makes the content look inviting and user-friendly, encouraging people to stay longer and engage with the material.
Here’s an example of what a wall of text might look like in a technical document:
OAuth 2.0 authentication is a protocol that allows secure authorization to third-party applications without exposing user credentials. It works by allowing a user to grant an application limited access to their data without revealing their password. OAuth 2.0 defines four grant types that can be used depending on the client type and the type of access being requested. These grant types are: authorization code, implicit, client credentials, and resource owner password credentials. Each of these grant types is designed to handle a different scenario. For example, the authorization code grant type is used when the client is a web application, while the implicit grant type is used for mobile or JavaScript apps. The client credentials grant type is used for machine-to-machine communication, and the resource owner password credentials grant type is used when the user has a trusted relationship with the client application.
This type of content can be overwhelming. It’s difficult to absorb all the details at once, and it’s hard to identify what the key points are.
Let’s rewrite that same information using proper formatting:
- OAuth 2.0 authentication: A protocol that allows secure authorization without exposing user credentials.
- Authorization code grant: Used for web applications.
- Implicit grant: For mobile or JavaScript apps.
- Client credentials grant: For machine-to-machine communication.
- Resource owner password credentials grant: Used when the user has a trusted relationship with the client application.
Breaking the content into bullet points makes it more digestible and easier for readers to quickly find the information they need. It also makes it simpler for search engines to understand the structure and key concepts of the content.
Mistake 6: Letting links break and content go out of date
One significant SEO mistake in technical documentation is neglecting broken links and letting content become outdated. These issues might seem small, but they can have a big impact on both user experience and SEO rankings. Broken links, whether they’re internal or external, frustrate users and can lead them to leave your page. From an SEO perspective, search engines view broken links as a sign of a neglected site, which can hurt your rankings. When Google crawls your site and finds multiple broken links, it might lower your site’s authority, affecting how your pages rank.
Similarly, outdated content is another mistake that can harm your SEO. Search engines prioritize fresh, relevant content. If your documentation references outdated software versions, deprecated features, or old practices, it can send a signal to search engines that your content isn’t current. For example, if your documentation still discusses a version of a tool that is no longer supported, search engines might push it lower in the rankings in favor of fresher content. Users also tend to abandon outdated resources quickly, which raises bounce rates and negatively impacts SEO.
To avoid these mistakes, it’s important to regularly check your documentation for broken links and update content as needed. By doing so, you not only provide value to your readers but also ensure your site stays relevant in search engine results. Regular updates signal to search engines that your site is active and reliable. This helps improve user experience and boosts your SEO by ensuring both links and content remain accurate and useful.
Mistake 7: Ignoring accessibility
Neglecting accessibility in your technical documentation is a serious SEO mistake. Accessibility ensures that everyone, including people with disabilities, can access and use your content. When your documentation is not accessible, you limit the number of people who can benefit from it.
Search engines, especially Google, prioritize websites that provide an inclusive and user-friendly experience. If your documentation doesn’t meet accessibility standards, such as missing alt text for images or poor navigation for screen readers, search engines may rank your pages lower. This is because search engines aim to recommend sites that offer the best experience for all users, including those with disabilities.
A few common examples of bad accessibility practices in technical documentation include:
- Missing alt text for images: Alt text is essential for screen readers to describe images to visually impaired users. Without alt text, the image is essentially invisible to those using screen readers, which can frustrate users and reduce engagement.
- Inaccessible forms and tables: Forms or tables that lack clear labels or headers can be difficult to navigate for users with disabilities. If a form doesn’t include instructions or clear navigation options for screen readers, users with visual impairments may not be able to fill it out properly.
- Poor colour contrast: Using colours that are too similar in your text and background makes it hard for users with visual impairments, such as colour blindness, to read your content. For example, light gray text on a white background might be nearly invisible to some users.
- No keyboard navigation: Some documentation may not be navigable by keyboard alone. This is problematic for users with mobility impairments who rely on keyboards or other input devices to interact with content.Those users are excluded if buttons, links, or forms require a mouse to interact with.
Improving accessibility in your documentation can significantly enhance the user experience and help with SEO. Here are a few simple ways to make your content more accessible:
- Add alt text to images: Always provide descriptive alt text for images, charts, and other visual elements. This helps users with visual impairments understand the content and improves your ranking in search results.
- Ensure keyboard navigation: Make sure your documentation is fully navigable using a keyboard alone. Users should be able to move through your content, fill out forms, and click buttons without relying on a mouse.
- Improve colour contrast: Choose colour combinations that offer high contrast between text and background. Tools like the WebAIM Colour Contrast Checker can help you ensure that your colour choices meet accessibility standards.
- Provide transcripts for multimedia: If your documentation includes videos or audio files, provide transcripts or captions to make the content accessible to those who are deaf or hard of hearing.
- Test with accessibility tools: Regularly use accessibility testing tools such as Lighthouse, WAVE, or a11y (Accessibility) frameworks to identify areas of improvement in your documentation. These tools can help you find and fix accessibility issues, ensuring a better user experience.
Mistake 8: Neglecting internal linking
Internal linking is a big part of SEO, but it’s often overlooked. When you fail to link to relevant pages within your own documentation, search engines struggle to understand the structure of your site, and users may have a harder time finding related content. This can affect your rankings and overall user engagement.
Internal links help search engines crawl and index your pages more efficiently, while also guiding users to other useful content on your site. When done correctly, it improves both SEO and the user experience.
Common mistakes with internal linking include neglecting to link important pages, using vague anchor text like “click here,” overloading pages with too many links, and failing to update links when content changes. These issues can confuse both search engines and users.
To improve your internal linking, focus on linking to high-value pages and use descriptive anchor text. Regularly check your links to ensure they’re not broken and avoid cluttering your pages with excessive links. A clean and thoughtful linking structure will make it easier for search engines to crawl your site and for users to find what they’re looking for.
Mistake 9: Not using canonical links for duplicate content across platforms
Duplicate content is a common issue on many websites, especially when similar or identical content appears on multiple pages. Search engines may struggle to determine which version of the content is the most relevant, leading to a dilution of SEO value and potentially lower rankings. One of the most effective ways to prevent this issue is by using canonical links.
A canonical link is an HTML element that tells search engines which version of a page is the “preferred” version when duplicate or similar content exists. By using canonical tags, you can consolidate the SEO value of all pages with similar content to a single URL, preventing search engines from treating them as separate competing pages.
Without properly indicating duplicates or using canonical links, you risk spreading SEO value thin across multiple pages, which can hurt your rankings. Worse, search engines may interpret duplicate content as an attempt to manipulate rankings, potentially resulting in penalties or lower visibility.
But what if you’re sharing the same content across multiple platforms, like posting on your website and then reposting it on social media sites or other platforms? This can still lead to duplicate content issues if not handled properly. While you can’t always directly control how other platforms handle your content, here are a few strategies:
- Use the rel=canonical tag (if possible): If you’re sharing content on platforms you control, such as your website, always use the canonical link tag pointing to the original version. This consolidates SEO value to the preferred version.
- Consider using a noindex tag (if applicable): On platforms where you can’t control canonical tags, consider using a noindex meta tag to prevent search engines from indexing the duplicate content.
- Share excerpts or summaries: Instead of duplicating full articles or blog posts, share excerpts or summaries with a link back to the full content on your website. This prevents duplicate content issues and also helps drive traffic to your site.
- Properly attribute the original source: When reposting on third-party platforms like Medium or LinkedIn, always include a link back to the original post on your website. This doesn’t directly impact SEO, but it ensures credit is given to the original content and encourages traffic back to your site.
- Unique content for each platform: If possible, tailor the content slightly for each platform. This can be as simple as rewording or adding platform-specific insights. This approach reduces the chances of duplicate content penalties and ensures your content feels unique on each platform.
By using these techniques, you can avoid duplicate content issues while still sharing your valuable content across multiple platforms.
Mistake 10: Not using SEO tools
We’ve covered a lot of common SEO mistakes, but there’s one mistake that ties them all together: not using SEO tools.
SEO tools are like a secret weapon. They give you the insights you need to catch most of these mistakes we’ve talked about, and they help you understand what’s really going on with your content’s performance. Without them, it’s like trying to fix a car without a manual. You might make some fixes, but you’ll miss the bigger picture.
These tools can help you track which keywords are working, identify areas that need improvement, and even help you spot technical issues, like slow loading times or crawl errors, that you might otherwise overlook. Tools like Google Search Console, Ahrefs, and SEMrush provide actionable insights to help you improve everything from keyword usage to backlink health, making sure your technical documentation is fully optimized.
Using SEO tools isn’t just a nice-to-have; it’s a must. These tools give you the data and insights you need to spot and fix issues before they become bigger problems. They help you continuously refine your content, making sure it stays visible, relevant, and easy for your audience to find.
Final thoughts
SEO mistakes in technical documentation can be easy to miss, but they can make it harder for people to find your content. By avoiding common mistakes, you can help your audience find what they need and improve your rankings.
As we’ve seen, making your content SEO-friendly doesn’t have to be complicated. Small changes can make a big difference in how well your documentation performs. With a little attention to SEO, you’ll improve visibility, drive more traffic, and help users engage with your product more easily.
Want more tips on improving your content’s visibility? Check out our article on How to Improve Documentation Visibility for Search Engines.
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