ServiceNow Service Catalog is a powerful platform for providing IT services, applications, and business requests in a streamlined and organized way. But even the best catalog will struggle if its content is not optimized for discoverability. Just like websites rely on SEO, your ServiceNow Catalog needs to be properly optimized so users can easily find and order what they need.

This guide walks through how you can boost your catalog’s visibility using SEO and item optimization best practices. These improvements drive better user experience, increased adoption, and smoother service delivery.

What is Catalog Visibility in ServiceNow?

Catalog visibility refers to how easily users can locate and access the services they need in the ServiceNow catalog. It relies on key factors such as:

• Searchability: How quickly users can find catalog items via search.
• Categorization: Whether items are grouped into intuitive, user-relevant categories.
• Relevance: How well catalog items match user roles, needs, and preferences.

A well-structured and optimized catalog allows users to navigate with ease, increasing satisfaction and efficiency.

Why SEO and Optimization Matter in ServiceNow

SEO is not just for the web—it applies anywhere users rely on search to find what they need. In ServiceNow, SEO and item optimization help you:

• Improve rankings in the platform’s internal search results.
• Ensure relevant catalog items are well-organized and easily accessible.
• Deliver a frustration-free user experience.

Good SEO habits improve discoverability and encourage adoption by making the catalog more intuitive and efficient for users and admins alike.

Step 1: Apply SEO Principles in ServiceNow Catalog

Use Clear, Descriptive Titles and Keywords

• Descriptive Titles: Use short, meaningful titles like “Request New Laptop” instead of vague names like “Item 1.”
• Targeted Keywords: Include likely search terms in titles and descriptions (e.g., “request,” “IT,” “service,” “asset”).

Simplify Item Descriptions

• Be Specific: Describe exactly what the item does. Example: “Request a new office laptop with software setup.”
• Include Keywords Naturally: Incorporate relevant search terms without keyword stuffing.

Use Categories and Tags

• Logical Categories: Group items under clear headings like “IT Services” or “Employee Onboarding.”
• Descriptive Tags: Add tags like “hardware,” “support,” or “software” to improve filtering and search results.

Make Visibility Role-Based

• Personalized Access: Show only relevant items to each user based on department or role.
• Reduce Clutter: Avoid overwhelming users with irrelevant options.

Step 2: Optimize Catalog Item Design and Usability

Simplify Naming Conventions

• Consistent Naming: Use structured naming (e.g., “HR Request – Laptop Setup”).
• Avoid Abbreviations: Use full, readable terms for clarity.

Streamline the Request Form

• Minimize Required Fields: Only ask for essential details.
• Use Dynamic Fields: Show/hide fields based on user input.
• Include Help Text: Add tooltips or field descriptions to guide users.

Enhance Visual Design and Layout

• Add Icons or Thumbnails: Visuals help users quickly identify items.
• Group Similar Items: Organize services for intuitive navigation.
• Enable Filters and Search: Let users search and filter by tag, category, or keyword.

Promote Popular Items

• Highlight Best-Sellers: Use widgets or a “Featured Items” section.
• Leverage Analytics: Use usage data to spotlight the most-requested items.

Step 3: Monitor Catalog Performance

Use ServiceNow Analytics

• Track Search Trends: Identify frequently searched but hard-to-find items.
• Monitor Success Rates: Track completions vs. abandonment to improve forms and descriptions.

Gather User Feedback

• Send Post-Request Surveys: Ask users about their experience after submitting a request.
• Use In-Platform Feedback Tools: Enable comments or ratings for catalog items.

Conclusion: Make the Catalog Work for You

Optimizing your ServiceNow Catalog is not just about making things searchable—it’s about creating a user-centric experience that boosts service delivery. Through proper SEO techniques and thoughtful item design, you ensure your users quickly find what they need. Continuous monitoring and feedback-driven improvements will keep your catalog efficient, relevant, and effective.