“the same things that will optimize something for like Google SEO are going to optimize it for your knowledge base generally like having keywords in your title and making sure it's in the URL and like using the words it's the same concept”

Write docs with the same SEO rules as blog posts

The optimization rules for ranking on Google and for ranking inside an internal docs search are identical: keyword in the title, keyword in the URL, the words people actually search for in the body. There's no reason to treat docs as a lower-craft surface than marketing pages — one template wins both ranking systems.