HubSpot, one of the most well-known resources and services providers in the marketing and sales sphere, has always been on top of the game when it came to Search Engine Optimization (SEO). Website, content writing, and strategic digital marketing have always been a core focus for HubSpot. It also provides the necessary resources for brands to leverage and meet their brand marketing objectives. But in 2017, the organization went through what most brands have experienced, a flattening in monthly traffic to its blog. The brains at HubSpot decided to use this opportunity to review their organic strategy, and needless to say, they exceeded their past goals, even broke some of their monthly traffic records.
How did HubSpot do it? Here is a look at HubSpot’s SEO strategy that can inspire you and help you boost your reach. Also, read about some essential tips from HubSpot SEO experts!
Understand & Optimize Your SERP Ranking
Search Engine Results Page (SERP) ranking is an important parameter that distinguishes your content ranks as per the search engine algorithm. Search engines are constantly optimizing their parameters to ensure that audiences always get to see relevant and well-informed content. As per the head of English SEO at Hubspot, Aja Frost, “Every time you decide to target a new keyword, refresh a piece of content, or diagnose a page or section of pages with irregular traffic, take a look at what’s coming up for the main queries on Google.”
To optimize your SERP rank, pay attention to:
- Search features and algorithms
- Type of content that’s currently trending (listicles, tutorials, eBooks, blogs, product pages, etc.)
- Where your particular page appears when searching for a targeted keyword
- What information on your page is shared (title, meta description, image, etc.)
You can quickly check your SERP ranking and get detailed analytics here: AHREFS SERP Checker.
Focus on On-page SEO
On-page SEO focuses on optimizing a particular page on your website that can help it rank higher in SERP rankings. Decide the critical content that you want to prioritize and improve, and start by focusing on aspects like:
- Page content
- Page titles, headers, and URL
- Focus keywords and secondary keywords
- Meta descriptions
- Internal linking
- Site speeds
- Mobile optimization
As Victor Pan, Head of Technical SEO at Hubspot, defines it, “This could be ad landing pages, thank-you pages, internal sales enablement pages, and login pages. Prioritize optimizing for search when the opportunity is greater than the time invested, and leave the rest on the back burner.”
E-A-T your way to success
E-A-T is an acronym for three critical aspects that Google is now factored in when prioritizing its search rankings — Expertise, Authoritativeness, Trustworthiness. The update to its algorithm in 2018 created a buzz in the industry since it impacted almost every aspect of content, keyword, and SEO. E-A-T principles in short cover:
- Expertise: Is your website the right source for a particular search term? Does the author of the piece or the brand have expertise in the field?
- Authority: Is the website trusted as a credible source? Does the page have backlinks from credible sources to prove this?
- Trustworthiness: Is the content genuine? Can the website be trusted for security?
Like some of the other tips, E-A-T principles need to be factored in every aspect of your content writing, SEO, and online marketing efforts, making it highly essential to be included in your digital marketing strategy.
Optimize Focus Keywords and Long-tail Keywords
Keyword optimization is a critical aspect of your website’s SEO and will determine how good your content is when someone searches with the target keyword. Since keyword searches are now updating, it is vital to ensure the keyword is repeated in your content, and it should have a logical flow. An aspect you need to make sure of is including your main keyword in the following:
- Page title
- H1 Tags
- First 100 words of the content
- Meta description and title
- Alt text
In addition to the focus keyword and secondary keywords, you need to also focus on ‘long-tail keywords’ for your page. A long-tail keyword is simply the term or key phrases you feel users will use when searching for particular content. Since long-tail keywords are focused on a specific target audience, the results are distinctive and relevant to the content.
Always remember, while you optimize for the search engine crawler, your content should always focus on the user. If it does not, the page ranking may never see the kind of surge you are expecting.
Use Alt Text for Your Images
Search engine crawlers are bots that will scan your website to understand its elements and help rank your site pages with SERP ranking. Since the crawler uses backend information (the website code) and not the actual page (which is the front end that the humans see or URL showcases), ensuring every element is tagged correctly helps improve the site’s ranking. Alt text figures on top of the SEO priority list that allows crawlers to understand what your image is about.
It helps improve your SERP and showcases your image when users search for a particular keyword that matches the alt text. This is especially important in today’s world, as many users usually perform image searches to find the relevant content.
Leverage CTA Often
The objective of every marketing strategy is usually focused on one key aspect, conversions! And the best way to gain conversions is by providing Call-To-Actions (CTA). CTAs aim to maximize conversions by calling the reader’s attention to a particular section, compelling them to take some action.
For the CTA to be successful, it needs to be specific and relevant for the target audience. Higher conversions are not just great for lead capturing; they also help lower bounce rates and improve interaction for your site, a big plus to boost your SEO processes.
Conduct Regular SEO Audits
When it comes to SEO, content writing, or any form of online marketing, there is no one-time fix that will get the job done. Getting the right results takes patience and persistence. You need to ensure that the process of optimization is continuous. To get the SEO activities on track, start by conducting regular SEO audits. These audits help understand website results and procure monthly or periodical analysis, helping you make the correct business decisions. You may even conduct technical audits to check technical aspects like page speed, XML sitemap, mobile optimization, URL structure, etc.
Ready to start your own success story using SEO tactics that will help you stand out? The tips mentioned here are just the tip of the iceberg. SEO and digital marketing are dependent on various factors and activities. If you are looking to boost traffic and ensure your content writing gets the attention it deserves, start with these steps. And do not forget to keep optimizing as you progress. SEO is continuously changing, and it requires patience and apt decisions to garner the results you are looking for.