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Dissecting HubSpot’s SEO Strategy To Boost Your Reach!

Team Pepper
Team Pepper
Posted on 7/05/2110 min read
Dissecting HubSpot’s SEO Strategy To Boost Your Reach!

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.”

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.”

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. Needless to say, they exceeded their past goals and 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 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:

  1. Page title
  2. URL
  3. H1 Tags
  4. First 100 words of the content
  5. Meta description and title
  6. 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 allow 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, no one-time fix 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. 


SEOptimiser is a great place to start this process. You can even explore other tools like MOZ, AHREFS, or more to get a comprehensive analysis and track your data periodically.

Establish Positive Connections with your Developers and Designers

You’ll need to work with the engineers and designers to achieve your SEO goals, which isn’t just a marketing effort. Learn their language, discover what inspires them (typically fascinating projects), and, most importantly, teach them the key SEO concepts. This may persuade them to contact you before removing a page with 500 backlinks.

Develop a Link-Earning Strategy

Earning high-quality inbound links from authoritative websites and pages is critical for increasing your domain authority. “If you write it, people will link to it,” as incredible as it sounds, is not a realistic SEO strategy.

Ensure that your material is related to the content of the linked website. Networking with other sites with a higher domain or page authority and asking connections to the material is the central strategy to gain high-quality links. Backlinko’s skyscraper approach is another option to get high-quality backlinks.

Increase the Authority of your Page

Page authority is one of the ranking criteria used by search engines. For example, if you have a long-running blog and a reputation as an industry expert, your pages will likely rank better than those on a newer site.

As a result, it’s critical to establish your brand and authority amongst your domain. Regular blogging, social media posting, guest blogging on other sites, and simply being active in your field are all effective methods to develop your reputation.

Tutor your Visitant to Look for your Brand

SEO is a technique for increasing the amount of non-branded searches for your corporation.

This was based on the assumption that these were potential consumers who would not have converted otherwise. This argument is sound for a startup, but branded traffic is just as crucial for established firms with solid customer relationships.

It would be best if you established page authority to become an expert. One SEO strategy example can be Amazon, where their customers looking on Google have been educated to add “amazon” to their searches for site-specific results. Likewise, by being the go-to authority on issues relating to your business, you may encourage and motivate consumers to do so.

Three Components of a Strong SEO Content Strategy

You must enhance ranking indicators in three areas to optimize a site: technical setup, content, and linkages. So, let’s go through them one by one.

1. Technical setup

Three things must happen for your website to rank; a search engine must first locate your pages on the internet. Then it has to scan them to figure out what they’re about and what keywords they’re using. Finally, it must include them in its index. Its algorithm will consider presenting your page for relevant inquiries in this way.

Seems simple. Unfortunately, there is a catch. For you and the search engine, a web page appears differently. It seems to you as a jumble of images, colors, text with its formatting, and hyperlinks. For a search engine, it’s just text. As a result, any items it cannot display in this manner are hidden from the search engine. As a result, even if your website appears to be in good working order to you, Google may find its content unavailable.

Technical setup, often known as on-site optimization, comes into play here. It guarantees that Google can scan and index your website and pages without any issues. The following are the essential things that can influence it:

Website navigation and links

Set the navigation and links as text-only when search engine crawlers land on a page and use links to find other content to analyze if they cannot see images.

Simple URL structure

So, keep your URLs short. Set them up to include as little beyond the primary keyword you want to optimize the page as possible.

Page speed

Search engines use the load time as an indicator of quality. Many website elements can affect it. Use Google’s Pagespeed Insights Tool for suggestions on how to improve your pages.

Dead links or broken redirects

A dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide a poor user experience but also prevent search engines from indexing your content.

Duplicate content

Pages containing identical or quite similar content confuse search engines. They consider duplicate content as a negative factor. And upon finding it, you can penalize a website by not displaying any of those pages at all.

2. Content

When you use a search engine, you’re seeking information on a specific topic in various formats. It might be in the form of writing, such as a blog post or a web page. It might also be a movie, a product recommendation, or a company directory.

It’s all about content, but it helps you achieve more search exposure in terms of SEO.

Keyword research is the first step in the content optimization process.

Keyword Research

SEO is all about attracting individuals looking for what you have to offer and may turn into leads and, eventually, consumers.

However, this is only feasible if it ranks for the search terms such individuals would use. Identifying phrases and subjects important to your brand is usually the first step in the process. Then it’s time to turn them into primary keywords. Finally, do comprehensive research and follow some SEO content strategies to find similar phrases your target audience might use.

After you’ve compiled a list of keywords, the following step is to optimize your content. On-page optimization is how SEO refers to this procedure.

On-Page Optimisation

On-page optimization, also called on-page SEO, ensures that search engine:

a.) know what a page’s theme and keywords are, and

b.) know how to match it to related searches

Here’s a rundown of the most important on-page SEO tasks to complete.

a) Keyword Optimisation

First, make sure Google knows which keywords you want this page to rank for. To do so, make sure you include the main keyword in the following:

  • Post’s Title: Put it as near to the beginning of the title as possible. Google is known to place a higher emphasis on terms that appear first in a headline.
  • URL: Including keywords in the URL of your page is known to be one of the best SEO strategies, as per Hubspot experts.
  • H1 Tag: By default, this tag shows the page’s title. However, ensure that your platform doesn’t use a different option.
  • The first 100 words of content: Finding the keyword near the beginning of your blog article will reassure Google that the page’s topic is correct.

Search engines use two code elements of meta-title and meta-description tags to show their listings (meta-title as the headline of the search listing and meta-description as material for the short paragraph below).

  • Image File Names: Since search engines can only view graphics via their file names, be sure that at least one of the images has the keyword in the file name.

b) Non-Keyword-Related On-Page Optimisation Factors

The other no-keyword factors like the use of external and internal links, content length, and multimedia elements help confirm a page’s credibility and authority. It also provides a good user experience by positioning your content as a valuable resource.

3. Links

You already know that no page will rank without two factors: relevance and authority, based on what you’ve read so far in this article. Links, however, are responsible for popularity.

What is a backlink?

Backlinks are referrals to your material on other websites, often known as links. You get a backlink to your site every time another website references and directs visitors to your material.

Link building is the process of gaining new backlinks is referred to as link building in SEO.

Link building needs creativity, smart thought, and patience if you want to do it right. It would help if you devised the best SEO strategy for link-building to produce high-quality links.

Here are some ideas about how to go about it-

  • Editorial, organic sources: These are backlinks from websites that mention your material on their own.
  • Outreach: This approach entails contacting other websites to obtain links.
  • You may email them, inform them about it, and propose a place to connect to your work.
  • Guest posting: Guest posts are blog articles that you publish on third-party websites. As a result, such businesses frequently enable you to include one or two links to your website in the content and author profile.
  • Profile Links: Many websites allow you to establish a link on your profile. And given the ease of creating them, they’re worth pursuing. 
  • Competitive Analysis: Finally, many SEO experts examine their rivals’ backlinks to see which ones they can replicate for their sites.

If you’re still reading, you’ve just found the secret to your website’s search engine success. The next stage is to determine whether your efforts are effective or not.


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. Start with these steps if you are looking to boost traffic and ensure your content writing gets the attention it deserves. 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. 


1. Why is SEO important?

The success of SEO ensures a share of voice on search engine results pages, which is an integral part of your brand building and establishing brand trust. It also attracts the attention of prospective customers and leads to better conversions.

2. What is an SEO strategy?

A thorough plan to enhance a website’s search engine rankings to acquire more organic visitors is known as an SEO strategy.
To put it another way, an SEO strategy is a set of procedures to improve search engine rankings.

3. How to plan an SEO strategy?

Some of the steps to develop an effective SEO strategy includes making a list of topics, a list of long-tail keywords based on these topics, pages for each topic, a blog, a consistent blogging schedule, a link-building plan, compressing media files before uploading them to your site, staying up to date on SEO news and best practices, measuring and tracking the success of your content.

4. What are the best three SEO strategies?

You need to focus on three types of SEO tactics for directing laser-focused traffic to your site: on-page SEO, technical SEO, and off-page SEO.

5. How many keywords are good for SEO?

The actual figure will be determined by your budget and the amount of time you have to complete the project. For most small companies, starting with approximately five keywords (each having monthly search traffic of 100+) is advised.

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