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What is HubSpot SEO?

Meet the tools that help you rank.

You've probably heard of search engine optimization (SEO) before, but what you might not know is that HubSpot can help you build your authority in search with their built-in SEO tools! Why is this important?

This will not only help you plan your content strategy and build search authority, but HubSpot SEO tools assist you in optimizing old and new content and use reporting and analytics to measure your efforts and track ROI.

HubSpot SEO Features



HubSpot SEO helps you get found online. Features within the platform include SEO tools for: 

  • Topic Cluster Mapping & Performance for Content
  • Blog Optimization
  • Landing Page Optimization
  • Website Page Optimization
  • Hosting Your Website on the HubSpot Content Management System (CMS)? All tools from above are included + technical SEO features to make your website fast, secure and reliable. 

Topic Cluster Mapping & Performance for Content in HubSpot



The first main tab you'll see in HubSpot's SEO tool is the 'Topics' tab.

This is where you will add all your main/ pillar page topics.

A topic is a main goal, problem, or idea that your customers are interested in. You can research and compare which topics are worth writing about directly in the HubSpot SEO tool or you can use Google or any other preferred method. 

When you're researching new topics in HubSpot, the SEO tool calculates the following metrics for you:

  • Monthly Search Volume: the average monthly searches for this term in search engines. Longer or niche terms might have no or low monthly search volume, and broader terms might be highly popular but difficult to rank for.

  • Difficulty: an estimation of the difficulty you will face breaking into the front page of search results for this topic. This score is measured on a 100 point scale, meaning it's easier to see success with topics that have a lower score

On the Topics Tab, you can also filter by date range of topics added if needed and you will see a brief summary of analytics for each topic like:

  • Session
  • Length of session
  • Bounce rate
  • Inbound links

If you want to dive deeper into analytics around your topics and subtopics, there is a link from this page that's called 'View Topic Analytics' that sends you to the 'Analytics Tools'. 


The second tab on this page is called 'Recommendations'.

This is where you can find and fix SEO issues to get more search traffic.  All you have to do is add an URL and HubSpot will scan it and any linked pages for SEO recommendations.


Next, when you want to get more specific detail about a certain topic, you'll click on that topic and this will bring you to the Topical Coverage Tab. 

The 'Topical Coverage' tab is the heart of your content strategy.

Here you can research and add your main Pillar Page topics and niche subtopics which help search engines understand the problems you are trying to solve.

  • A pillar page is a comprehensive resource page that covers a broad, high-volume topic in depth. This page then links to content that is targeting more niche, supporting subtopics. 

A pillar page and its supporting content should apply On-Page SEO best practices, referencing the topic in the page title, URL, and H1 tags, alt text, and body copy.

TIP: There should also be content on your pillar page that converts visitors since it's a high-traffic page and all your supporting content links back here.

  • Subtopics can address a specific question about your pillar page topic. These content pieces should include a link back to your pillar page to drive traffic to your website.

When you attach a blog post, landing page, or website page to a subtopic keyword, the SEO tool tracks how many inbound links you have referred back to your pillar page. 

This tab is also where the visual topic cluster map lives that will let you see how your main topics are linked to your subtopics. This part of the general SEO tool is essential to keep your content topics and subtopics organized and your internal linking strategy on point.


The second tab you'll see under each topic is the 'Content Performance' tab.

This is where you can again see some brief analytics like:

  • Time per page view
  • Inbound links
  • Bounce rate

Beneath this, you'll see more analytics about each subtopic that you have linked to that topic like:

  • Content name
  • Subtopic
  • Time per page view
  • Inbound links
  • Bounce rate
  • Confirmation that it's linked to your main topic 

From here you can also access each subtopic content piece and dive deeper into performance and optimization.

Stats here include:

  • Filters by date range and frequency
  • Views
  • Total submissions
  • New contacts
  • Customers
  • Average bounce rate
  • Time on page
  • Exit rate
  • Entrances
  • Source details
  • Engagement type

SEO Tools & Optimization for the Blog, Landing Pages, and Website Pages

One of the great things about hosting your blog, landing pages, and website pages with HubSpot is its built-in SEO and optimization tools. 

Regardless of which asset you are trying to optimize, the tool can be accessed by heading over to the left side of the screen, to the black left side panel tab. Here you will see various icons and you are looking for the white icon with 4 bars and a jagged upward arrow on top of them. This is your 'optimize' tool.

Here you can add topics and subtopics to your pages, check out what other related topics HubSpot recommends you take a look at, and then go through a list of other items to improve your SEO like:

  • Word count
  • Number of times your topic is mentioned
  • Linking structure
  • Title
  • Meta description
  • H1 headers
  • Images and alt text

These are all awesome reminders from HubSpot about what to consider and how to make your page perform better. 

How cool is that?!  

SEO Tools for the HubSpot CMS

Since your content management system (CMS) is where you publish all of your content, this is how your customers find you online.

The key here is that it's actually FOUND.

For this to happen, your website should be integrated with SEO tools to ensure that the content you are creating has search engines in mind. The HubSpot CMS includes many of these, some of which are below:

  • Content topic organization and tracking
  • On-page SEO
  • Link building
  • Reporting and analytics
  • Automation
  • A/B testing
  • Managing duplicate content

For websites, it's also ESSENTIAL to factor in technical SEO and ensure your website is performing at its best with the following:

  • Speed
  • Security
  • Reliability
  • Site architecture
  • Functionality
  • Usabilty