How to use HubSpot’s SEO tool
06 / 12 / 2021

How to use HubSpot’s SEO tool

Learn how to use the built-in SEO tools HubSpot has to offer that can help you optimise your content for search, all in one place.

SEO: we all know how important it is for driving traffic to your website and getting your services or products out there to the big wide world.

But SEO can be overwhelming, particularly if you’re juggling multiple channels and acquisition strategies. Where do you start, what do you focus on? Keywords change all the time, algorithms get updated and yesterday’s number one ranking website can drop off the front page to page 27.

That’s where HubSpot steps in with a solution, the centralised CRM platform with so much more to offer. HubSpot has a whole host of built-in SEO features and tools, designed to make it easier to optimise your content for search, all in one place.

What’s even better, all HubSpot accounts have access to SEO recommendations in the page editor!

SEO recommendations

How to find the SEO recommendations:

In your HubSpot portal, head to Marketing > Website > SEO (if you’ve got more than one domain you’ll be able to view recommendations for each one)

What does the SEO recommendations report show?

HubSpot’s SEO tool will scan your entire website and report back on key areas that could be improved.

You’ll receive a list of recommendations, split out across key areas like accessibility, mobile, performance and security, in order of priority so that you can work through the ones that will have the most significant impact on your SERP performance. It highlights exact pages that need to be updated alongside the related issue, making it super easy and actionable to process.

You can export the recommendations if you’d rather work outside of the HubSpot portal, or you can hide/tick off recommendations that you don’t want or need to see.

Check out HubSpot’s full guide to understanding individual SEO recommendations.

SEO recommendations for specific pages

HubSpot also provides the functionality to show these optimisation tips and recommendations on a page level, so when you create new content you can make sure it’s sticking to best practice. Whether it’s a website page, landing page or blog, you can go into the content and select the ‘Optimise’ tab to see incomplete recommendations you might have missed.

SEO Topics Tool

Marketing Hub Professional and Enterprise / CMS Hub Professional and Enterprise only

How to find the SEO Topics tool:

In your HubSpot portal, head to Marketing > Website > SEO > Select the ‘Topics’ tab.

To help you plan your SEO strategy, HubSpot offers the SEO Topics tool. With many search engines favouring content that’s structured correctly, this tool helps you plan out your content in a consistent method with search authority built in.

Not only does the tool highlight topic keywords you should be focusing on to improve your search engine ranking, it also provides access to relevant keyword search data to estimate potential performance of certain topics.

Where to start with the SEO Topics tool:

By categorising your content into core topics based around your company’s expertise and keyword volumes, these topics then form the basis for all of the content you create across your blog and website.

Producing content following this process allows search engines to read your website better and learn what it is about, which then in turn means it will perform better in search results in the long term.

To get started, you need to identify a few main topics that summarise your company’s expertise. For example, at Prodo, we focus on inbound marketing, website development and digital transformation.

Each ‘topic’ you have will then require:

  • A ‘pillar page’ on your website that will serve as the main point of content for the topic
  • Links within the pillar page to other internal content based around the topic’s subtopic keywords
  • The subtopic content you link to also needs to link back to the main pillar page

Useful HubSpot articles:

Knowledge Base: Understanding SEO recommendations

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