Search engine optimisation (SEO) is a nebulous term at best. With search engines constantly updating algorithms and advice coming from all directions, knowing how to utilise SEO for your business is difficult.
Unless you’re a HubSpot user.
HubSpot’s growth platform has a wealth of tools that make managing your SEO easy, especially if you are using the full range of HubSpot hubs. These tools fall under three basic categories: content planning, optimisation and reporting.
When we talk about content planning in the context of HubSpot’s SEO tools, the main thing to consider is topic clusters. HubSpot uses topic clusters to help you organise your content into overarching topics.
These topic clusters enable you to easily understand both the topics that you are actively trying to create search equity for and where the gaps in your content planning are. Additionally, using topic clusters makes it easier for search engines to crawl your site and see what content is related. This alone should increase your SEO results.
In addition to topic clusters and aiding you in your content planning, HubSpot contains a myriad of tools aimed specifically at the optimisation part of SEO. These tools sit in three different areas of your hub.
HubSpot has optimisation settings for each blog that you create on the platform. This includes checking title length, ensuring you have a meta description, and content suggestions. These features read your blog like a search engine and check that you have everything you need for that post to be found easily.
Much like the blog section of your HubSpot portal, your landing pages have optimisation options as well. During the build process, you’ll see an optimisation tab that covers the same suggestions that you get with setting up a blog post.
However, with landing pages, you also have an optimisation tab after you make it live. This tab analyses links, lists search queries related to your page, and makes suggestions to increase the SEO value of the page.
If you have your website built on HubSpot, you can use the SEO recommendations tool to audit your whole site automatically. This tool reads your site in its entirety and makes recommendations for changes that will positively impact your SEO. HubSpot also ranks these suggestions by priority so you can easily see where your time would be best spent.
Next to recommendations in the HubSpot SEO tool, you’ll see a tab titled topics. This tab analyses the topic you created in your topic cluster planning and lets you know how effective the content in those clusters is.
For further reporting, you can use the reports tool to analyse site traffic and see how many visitors are coming to your site organically. These are all paired with Google Search Console to make sure that your reports are as accurate as possible.
As you can see, HubSpot’s SEO tools really do help you take the guesswork out of SEO. From planning to reporting, utilising these features will strengthen your content strategy and help bring more visitors to your site.