An Intercom Articles Example that is also SEO Smart

Last updated on June 13th, 2023

Pardeep Kullar
Pardeep Kullar

Your Intercom Articles (previously known as Intercom Educate) can be
structured to answer questions quickly and attract new leads. See real
examples of how to find out which articles to write and how to write those
articles to attract new leads.

Related: Yes, you can See the User's Screen from

Also see: 9 Smart Hacks to Use With

Fun read: How a Google Algorithm Change Halved the Daily Mail's

Find out which articles to write using SEMRush and Google

Users will ask you questions and you'll create articles over time to answer
those questions. Those are the easy articles to create.

There are also other questions they don't ask but will search for.

If you want to find out what they need help with, use both
and Google.

SEMRush will tell you what they search for and how many times they search for
it. Google will give you more information about those searches.

Use them to make a list of the most important articles that both your users
and potential users would appreciate seeing.

Here's a practical example of using those tools

Upscope co-browsing is
no-download instant screen sharing that integrates into live chat tools like

We want to set up lots of articles that answer all the key questions they
have about co-browsing

Here's how we know what questions people ask about co-browsing.

Enter the term cobrowsing into
and you'll see the following including the number of searches made:


Enter 'cobrowsing' into Google, scroll to the bottom of the results and you'll
see the following related searches.


It's an art and a science. If you understand the intent behind their searches
and how it relates to your product then use that and the volume of searches to
figure out the priority list of articles to write.

See the Upscope cobrowsing Intercom articles section

How can you structure all your articles to get the maximum SEO advantage? Ever
heard of topic clusters?

Hubspot is a large organisation, famous for inbound marketing.

They doubled their already significant traffic by re-organising their content
using a topic cluster strategy to adjust to the way Google has changed its
search algorithms.

Below we’ll give you a brief overview of what we’re doing to similarly adjust
and apply this plan to both our blog and to Intercom’s Articles module.

Rather than looking for keywords and writing an individual article on it, you
create a central pillar page like ‘21 Ways to Acquire Customers’ with 21 or
more individual articles that link to that pillar page and to each other.

“Pillar page acts as the main hub of content for a overarching topic and
multiple content pages that are related to that same topic link back to the
pillar page and to each other.” Mimi

“The first step to creating a pillar page is to stop thinking about your site
in terms of just keywords. Start thinking about the topics you want to rank
for first — then, brainstorm blog topic ideas based on more specific keywords
related to the broader topic.” Sofia

If you actually HATE the idea of using SEO but want to use it successfully
then read this and you'll really get why topic clusters work and how to do

Old Hubspot blog structure


New Hubspot blog structure


Matthew Barby is the hubspot lead who started this new strategy and the
article linked just below is an example of his pillar page that ranks at the
top in Google for customer acquisition:

Examples of applying topic clusters to Intercom Articles

Intercom’s Articles module is SEO friendly.

It’s not mean’t to be flooded with marketing posts but it can be made to work
as a topic cluster that brings more traffic.

See Upscope's Intercom Article topic cluster

We've started doing the same topic cluster model with our Intercom Articles.

We're targeting the keyword co-browsing.

See our help section on co-browsing.

The good thing is that the very questions that people ask in live chat are
often the ones they Google for.

See Upscope's blog for further topic clusters

We’ve been organising our own blog site around key topics that
matter to us and our potential customers.

You can see the main topic clusters we want to cover on the navigation of our
blog here.

Does it work? See the proof.

Google for 'Intercom pricing' or 'Intercom emails'.

Intercom is one our topic clusters as we integrate with Intercom and their
customers are our customers. You’ll see our blog posts often within the first
or second page.

If you're new to topic clusters and maybe even to SEO then we can't recommend
this article on SaaS SEO

Pardeep Kullar
Pardeep Kullar

Pardeep overlooks growth at Upscope and loves writing about SaaS companies, customer success and customer experience.