The terms that customers search for in your help center are a source of data. Dissect this data to uncover many different insights, such as what search terms result in zero results being returned. Use this to improve things like your tagging process, make existing articles more discoverable, or to create new documentation to close the gaps. It’s also useful for understanding the terms customers are using when they talk about your product, or whether certain topics are being searched for more than usual, which can help identify bugs or UX issues.