Net MarketShare, a digital company that provides web usage share statistics confirms that Google is still heavily dominating the search engine market share at around a whopping 75%.
Even more of a reason why you need to rank on page 1!
In this blog post, learn Hubspot SEO tips for your blog, landing pages and website pages that will help you get found online.
HubSpot SEO Tips
In our previous blog, 'How To Build Your Web Authority With HubSpot SEO' we discussed how the general HubSpot SEO tool works and how it can not only help you build your web authority, but it's an amazing way to plan your SEO and content strategy, optimize your content, and measure ROI.
Here, we are going to dive deeper and cover exactly how to do this with your blog, landing pages, and website pages.
HubSpot SEO Tips for Blogs, Landing Pages and Website Pages
So you've got a website with various pages, and you probably have a couple landing pages that are acting as gateways to your valuable content offers.
These types of pages usually get designed and developed, and then sit for a period of time before changes or updates are made to them. You might be thinking, well what's wrong with this?
Well, if you are trying to get Google to crawl your website and rank you on page 1 for topics you're an expert in... A LOT.
This is where a blog comes in handy.
Having a blog helps to boost your company's SEO because Google's crawlers scan a new page every time its published online. So if you are consistently publishing new pages on your website with your blog posts, Google will continue to crawl your website to determine its relevancy for searches being performed.
In addition, if you have a stellar content strategy that provides solutions for your potential customers' problems, then you have a high probability of Google placing you on page 1.
Once you've got Google's attention, this is your time to shine.
HubSpot On-Page SEO Tips
Like we mentioned in our previous blog above, you can use the HubSpot SEO tool to do some basic research on topics and subtopics, plan your content strategy, map your topic clusters and then you're ready to write.
Now its time for On-Page SEO.
On-Page SEO applies to any blog post, landing page, or website page that you have on your website. This is the concept of optimizing a page in order to receive more traffic from search engines by including your topics and subtopics in the following areas on your page:
- H1 Header
- Body Copy
- Image Alt Text
- Meta Description
If you are wondering how to include your topics and subtopics in the list above, HubSpot makes it SUPER simple for you.
When you are in the editor of your blog, landing page, or website page, just cruise over to the black side bar on the left and you'll see the following options:
- Preview - 'eye' icon
- Optimize - 'upward trending graph' icon
- Edit Modules - 'box' icon
- Add Modules To Layout - 'plus sign' icon (*for website pages only)
The preview tool allows for you to see what your post or page will look like on various device types like:
- Tablet (horizontal and vertical)
- Mobile (horizontal and vertical)
- Preview what it will look like to a specific contact in your database (this is great if you are implementing smart content or personaliztion)
- An option to create a shareable preview link if needed
- An option to open in a new window if needed
The edit modules feature allows you to make changes to a modules content and styling and if you are editing a website page you can add certain modules from the content editor.
When you click upward trending graph icon (pictured below), this is where the bread and butter of your optimization features come in.
This icon populates a 'to-do' list of everything you need to do for On-Page SEO.
HubSpot SEO Tips for Blogs
The image above is from a blog post, so the optimizations options here are as follows:
Main Topic - this is done in Marketing>Planning and Strategy>SEO>Add Topic,
Subtopic - Once you've added a topic, you'll click on that topic, and go to the orange button in the top right called 'Add subtopic keyword'.
Content Tips - HubSpot recommends that you content has at least 300 words and then it will tell you your actual word count.
- Topic Tips - HubSpot reminds you to include your topic in your title, link the post to your Pillar Page, add topic to meta description, and copy in the body of the post.
Title Tips - HubSpot recommends you to create your title and have it be 70 characters or less.
- Meta Description Tips - HubSpot reminds you to write your meta description and include your topic, but don't just repeat the title of your post. Make it different to take advantage of providing more detail here about what the reader can expect to learn.
Links - HubSpot recommends including less than 300 outbound (external) links and will tell you how many you currently have.
- Header - HubSpot recommends only one H1 header and will tell you how many you have.
- Images - HubSpot recommends adding alt text to all your images so crawlers know what they are as they can't crawl an image without it.
HubSpot SEO Tips for Landing Pages
Landing pages have all the same optimization tips as blogs, except HubSpot doesn't track word count for you on these pages. Typically these pages have shorter, more concise content with the goal of your lead filling out a form to receive one of your valuable content offers.
Other optimization tips you can consider with landing pages would be:
- Make sure your header is clear and concise
- Provide important details and benefits about the content offer
- Ensure your CTA stands out
- Include a testimonial of a happy customer
- Have everything above the fold, so no scrolling is needed
- Add 3rd party verification or reviews to gain trust with leads
- Adding an image or video can help with conversions
- Remove top navigation so there are no distractions on the page
In addition, another great way to see if your landing pages are working is to take advantage of the A/B Testing and Multivariate Testing tools in HubSpot. The difference between the two are below:
- A/B Testing: you create two different versions of a web page, and split the traffic evenly between each page. Here you can change any variable you want from page to page, and it's a testing best practice to create two (or three, or four) different pages for your test.
- Benefits: Easier and quicker to implement and get results
- Drawbacks: Specific reasons for conversions are less clear
A/B testing is a great testing method if you need meaningful results fast, because the changes from page to page are so different, it will be easier to tell which page is most effective. It is also the right method to choose if you don't have a ton of traffic to your site.
- Multivariate Testing: you are not testing a different version of a web page like you are with an A/B test. You are performing a far more subtle test of the elements inside one web page . The point of the multivariate test is to give you an idea of which elements on a web page play the biggest role in letting you achieve the objective of that page.
- Benefits: More specific results and less design work
- Drawbacks: It may take longer to get clear results since the differences are so slight
For multivariate testing, you'll need a highly trafficked site to get meaningful results. If you do have enough site traffic to pull off a successful multivariate test, a great time to use the testing method is when you want to make subtle changes to a page and understand how certain elements interact with one another to improve on an existing design. You can also use multivariate testing to perform a test that will give you results you can take out and apply to a larger site redesign.
HubSpot SEO Tips for Website Pages
If you are hosting your website on the HubSpot CMS, website pages get all the same optimization tools mentioned above for blog and landing pages, with the addition of the + sign icon for adding new modules to template layouts in the content editor. This comes in handy because you don't have to go into the design manager to do this then.
Other optimization tips you can consider for website pages are below:
- Make sure your website is responsive and mobile friendly
- Make your pages adaptive to any device; desktop, mobile or tablet.
- Scale images to appropriate sizes
- Use short meta titles so they are easy to read on mobile
- Avoid pop-ups that cover your content
- Be cautious of overly long content that isn't easy read on mobile
- Don’t use mobile as an excuse for cloaking. Users and Google's crawlers need to see the same content
- Technical SEO
- Check for status code errors and correct them
- Check the robot.txt for errors. Optimize if needed
- Check your site indexing via Google Search Console and examine and fix any issues
- Fix duplicate title tags and meta descriptions
- Audit your website content and check the traffic stats in Google Analytics. Consider improving or pruning underperforming content
- Fix broken links
- Submit your XML sitemap to Google via Google Search Console
- Minimize HTTP requests for the different parts of the page, like scripts, images, and CSS
- Reduce file size by compressing them and combine common files to reduce requests
- Reduce DNS lookup time
- Improve server response time
- Use an appropriate hosting solution
- Leverage browser caching
- Minimize image sizes
- Use a CDN
- Keep plugins to a minimum
- Keep redirects to a minimum
- User Intent
Writing great content, optimizing it, and getting trusted links is just the start for ranking for a topic.
The ultimate goal for Google is to understand context and serve results based on searcher intent. This makes advanced level keyword research and selection more important than ever.
Be able to recognize there are some keywords and queries that will be impossible to rank for.
A keyword’s contextual relevance must align with a search query. Before spending time and resources trying to rank for a phrase, you need to look at the current ranking websites and phrases. Unless your website and landing page are similar to what is ranking, chances are it won’t happen.
- Content Marketing
- Keep your website page fresh and updated frequently so Google's crawlers have a reason to continously visit your pages
- Create a content hub in the form of a resource center with useful, informative, and entertaining content
- Create pillar website pages to be a hub for specific topics you want to rank for and have related content internally link to it and eachother
- Get PR and news articles related to your resources and interlink
- Get backlinks to your content from expert, high traffic websites
- Promote your content on social
- Research trending topics related to your content and promote social media
- Use images and videos
- Update low traffic content
Also called 'rich snippets' – an list description which appears in the search results
All of the leading search engines, including Google, Yahoo, Bing, and Yandex, support the use of microdata
The real value in schema is that it can provide context to a webpage and improve the search experience
- User Experience
- Useful: Your content needs to be unique and satisfy a need
- Usable: Your website needs to be easy to use and navigate
- Desirable: Your design elements and brand should evoke emotion and appreciation
- Findable: Integrate design and navigation elements to make it easy for users to find what they need
- Accessible: Content needs to be accessible to everyone – including the 10 percent of the population with disabilities
- Credible: Your site needs to be trustworthy in order for users to believe you
- Valuable: Your site needs to provide value to the user in terms of experience and to the company in terms of positive ROI
- Link Bulding
- Utilize Resource Pages (a.k.a. linkbait or Skyscraper technique)
- Broken Link Building
- Guest Posting (not the spammy kind)
- Backlink Mining
- Link Reclamation
- Claiming Unlinked Mentions
- Keep top navigation so people can easily navigate from page to page
Again, like landing pages mentioned above, another great way to see if your website pages are performing well is to take advantage of the A/B Testing and Multivariate Testing tools in HubSpot.
This concludes all our HubSpot SEO tips for blogs, landing pages, and website pages.
Stay tuned to learn everything you need to know about HubSpot SEO.
Next, we'll dive deeper into all the technical SEO benefits for the HubSpot CMS.