diff --git a/help/add-a-custom-linkifier.md b/help/add-a-custom-linkifier.md
index 741ea5a47d..4e7332b1be 100644
--- a/help/add-a-custom-linkifier.md
+++ b/help/add-a-custom-linkifier.md
@@ -7,14 +7,13 @@ party issue trackers, like GitHub, Salesforce, Zendesk, and others.
 For instance, you can add a linkifier that automatically turns `#2468`
 into a link to `https://github.com/zulip/zulip/issues/2468`.
 
-Linkifiers use [RFC 6570](https://www.rfc-editor.org/rfc/rfc6570.html)
-compliant URL templates to represent the link to be generated from the
-pattern.
-
 If the pattern appears in a topic, Zulip adds an **Open**
 (<i class="fa fa-external-link-square"></i>) button to the right of the
 topic in the message recipient bar that links to the appropriate URL.
 
+If you have any trouble creating the linkifiers you want, please [contact Zulip
+support](/help/contact-support) with details on what you're trying to do.
+
 ### Add a custom linkifier
 
 {start_tabs}
@@ -28,35 +27,131 @@ topic in the message recipient bar that links to the appropriate URL.
 
 {end_tabs}
 
-## Understanding linkification patterns
+## Common linkifier patterns
 
-This is best explained by example.
+The following examples cover the most common types of linkifiers, with a focus
+on linkifiers for issues or tickets.
 
-Hash followed by a number of any length.
+### Link to an issue or ticket
+
+This is a pattern that turns a `#` followed by a number into a link. It is often
+used to link to issues or tickets in third party issue trackers, like GitHub,
+Salesforce, Zendesk, and others.
+
+{start_tabs}
 
 * Pattern: `#(?P<id>[0-9]+)`
 * URL template: `https://github.com/zulip/zulip/issues/{id}`
 * Original text: `#2468`
 * Automatically links to: `https://github.com/zulip/zulip/issues/2468`
 
-String of hexadecimal digits between 7 and 40 characters long.
+{end_tabs}
 
-* Pattern: `(?P<id>[0-9a-f]{7,40})`
-* URL template: `https://github.com/zulip/zulip/commit/{id}`
-* Original text: `abdc123`
-* Automatically links to: `https://github.com/zulip/zulip/commit/abcd123`
+### Link to issues or tickets in multiple projects or apps
 
-Generic GitHub `org/repo#ID` format:
+To set up linkifiers for issues or tickets in multiple projects,
+consider extending the `#2468` format with project-specific
+variants. For example, the Zulip development community
+[uses](https://zulip.com/development-community/#linking-to-github-issues-and-pull-requests)
+`#M2468` for an issue in the repository for the Zulip mobile app,
+`#D2468` and issue in the desktop app repository, etc.
+
+{start_tabs}
+
+* Pattern: `#M(?P<id>[0-9]+)`
+* URL template: `https://github.com/zulip/zulip-mobile/issues/{id}`
+* Original text: `#M2468`
+* Automatically links to: `https://github.com/zulip/zulip-mobile/issues/2468`
+
+{end_tabs}
+
+### Link to issues or tickets in multiple repositories
+
+For organizations that commonly link to multiple GitHub repositories, this
+linkfier pattern turns `org/repo#ID` into an issue or pull request link.
+
+{start_tabs}
 
 * Pattern: `(?P<org>[a-zA-Z0-9_-]+)/(?P<repo>[a-zA-Z0-9_-]+)#(?P<id>[0-9]+)`
 * URL template: `https://github.com/{org}/{repo}/issues/{id}`
 * Original text: `zulip/zulip#2468`
 * Automatically links to: `https://github.com/zulip/zulip/issues/2468`
 
-Linkifier patterns are regular expressions, using the
+{end_tabs}
+
+### Link to a hexadecimal issue or ticket number
+
+The following pattern linkfies a string of hexadecimal digits between 7 and 40
+characters long, such as a Git commit ID.
+
+{start_tabs}
+
+* Pattern: `(?P<id>[0-9a-f]{7,40})`
+* URL template: `https://github.com/zulip/zulip/commit/{id}`
+* Original text: `abdc123`
+* Automatically links to: `https://github.com/zulip/zulip/commit/abcd123`
+
+{end_tabs}
+
+## Advanced linkifier patterns
+
+Linkifiers are a flexible system that can be used to construct rules for a wide
+variety of situations. Linkifier patterns are regular expressions, using the
 [re2](https://github.com/google/re2/wiki/Syntax) regular expression
 engine.
 
-If you have any trouble setting these up, please [contact
-us](/help/contact-support) with details on what you're trying to do,
-and we'll be happy to help you out.
+Linkifiers use [RFC 6570](https://www.rfc-editor.org/rfc/rfc6570.html) compliant
+URL templates to describe how links should be generated. These templates support
+several expression types. The default expression type (`{var}`) will URL-encode
+special characters like `/` and `&`; this behavior is desired for the vast
+majority of linkifiers. Fancier URL template expression types can allow you to
+get the exact behavior you want in corner cases like optional URL query
+parameters. For example:
+
+- Use `{+var}` when you want URL delimiter characters to not be URL-encoded.
+- Use `{?var}` and `{&var}` for variables in URL query parameters.
+- Use <code>{&#35;var}</code> when generating `#` fragments in URLs.
+
+The URL template specification has [brief
+examples](https://www.rfc-editor.org/rfc/rfc6570.html#section-1.2) and [detailed
+examples](https://www.rfc-editor.org/rfc/rfc6570.html#section-3.2) explaining
+the precise behavior of URL templates.
+
+### Linking to documentation pages
+
+This example pattern is a shorthand for linking to pages on Zulip's ReadTheDocs
+site.
+
+{start_tabs}
+
+* Pattern: `RTD/(?P<article>[a-zA-Z0-9_/.#-]+)`
+* URL template: `https://zulip.readthedocs.io/en/latest/{+article}`
+* Original text: `RTD/overview/changelog.html`
+* Automatically links to: `https://zulip.readthedocs.io/en/latest/overview/changelog.html`
+
+{end_tabs}
+
+!!! tip ""
+
+    This pattern uses the `{+var}` expression type. With the
+    default expression type (`{article}`), the `/` between `overview` and
+    `changelog` would incorrectly be URL-encoded.
+
+### Linking to Google search results
+
+This example pattern allows linking to Google searches.
+
+{start_tabs}
+
+* Pattern: `google:(?P<q>\w+)?`
+* URL template: `https://google.com/search{?q}`
+* Original text: `google:foo` or `google:`
+* Automatically links to: `https://google.com/search?q=foo` or `https://google.com/search`
+
+{end_tabs}
+
+!!! tip ""
+
+    This pattern uses the `{?var}` expression type. With the default expression
+    type (`{q}`), there would be no way to only include the `?` in the URL
+    if the optional `q` is present.