HubSpot Website + SEO

Why SEO is important

Every marketer has been told that they need to consider SEO when creating content. But what makes SEO a unique marketing strategy that marketers should prioritize? And why should your CMS have tools that help you execute your SEO strategy?

  1. sustainable traffic source

    It’s a sustainable source of traffic

    Marketers do so much to drive traffic to their website. They’re launching email campaigns, targeting ads at specific audiences, regularly posting to social channels, and organizing events and webinars, just to name a few. All of these traffic sources are great, but they require constant effort and upkeep from the marketer. Social posts and emails need to be sent out on a regular cadence, bidding strategies need to be adjusted, and online events aren’t scalable as you grow.

    SEO is different. Creating content optimized for your users’ intent helps you bring a steady stream of traffic to your site -- all from people who are interested in what your brand has to offer. Plus, the authority gathered through following SEO best practices will sustain itself over time, giving you more time to focus on content creation.

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    It helps drive your brand

    Let’s say you recently picked up rock climbing as a new way to stay active. You know nothing about rock climbing, so you Google “Rock climbing training tips for beginners.” You land on REI’s blog, which was the first result listed on Google, where you pick up a few helpful pointers that guide your training. You subscribe to the blog. As you get better at rock climbing, you decide to buy your own gear -- so you Google “Best rock climbing shoes.” Once again, REI is at the top of the search engine results. After browsing through their site, you make a purchase.

    Optimizing your site for SEO gives you visibility amongst an audience that might have never heard of you before. 81% of shoppers conduct online research before they make a purchase. SEO makes your brand part of the buying decision.

  3. search results

    If you’re not first, you’re last

    When’s the last time you dove into the second or third page of Google’s search results to find the answer to your question? Chances are it’s been a while. Google and other search engines are getting better and better at taking your query, and serving up content that thoroughly answers it -- meaning we rarely click past the first page of results. On a standard search engine results page, the first result gets about 33% of all the clicks, the second result gets 18% of all clicks, the third gets 11%, and the rest is distributed out amongst the remaining results. If you want to see an uptick in organic traffic to your site, it is critical that you rank on the first page of Google’s search results.

Want to learn more about how you can improve your SEO strategy?

Why your CMS should include SEO tools

Your CMS is where you publish all of your content for your customers to find online. No matter how good your content is, it’s not going to help you grow your business unless it can be found. For that, you need a CMS that is tightly integrated with SEO tools to ensure that you are creating content with search engines in mind.

  1. speed and reliability

    The speed, security, and reliability of your site impacts your ranking

    When we think of SEO, we often think of creating content that covers a specific topic in full. Creating comprehensive content on the topics you want to be known for is important, but getting the technical aspects of SEO right is equally as important. Google factors the speed, security and reliability of your site into how you rank within search results. The structure of your site also matters. Your site’s content needs to be properly linked together, including redirects where necessary, to ensure Google’s web crawlers can easily find and index your content. Using a CMS that helps you get the technical aspects of SEO correct puts you on the fast track to success.

  2. audience

    Make sure your content resonates with your audience

    Once you press publish on your next blog post, it’s available for anyone on the web to find. But if your CMS doesn’t help you with SEO, how do you know if your content will actually reach your intended audience? For that, you need a CMS that keeps track of the topics you’re trying to rank for. You need a CMS that checks for backlinks, and H1 tags before you hit publish. You need a CMS that gives you information on how your content is performing -- both on search engines and for driving engagement and conversions. For that, you need a CMS that is tightly integrated with your SEO tools to ensure you are positioning yourself for success.

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    Content distribution affects your content’s authority

    Having authoritative content simply means that it is backlinked and referenced broadly across the internet The more authoritative your content, the higher you will rank in search results. Guest blogging and a strong PR strategy will help you get these authoritative backlink, but a strong content distribution strategy will have a significant impact on how authoritative your content is. To capitalize on this opportunity, your CMS should make it easy to distribute your content across social and email. Tools like an RSS blog newsletter, or auto-social publishing lets you automate some of these tasks, so you can focus on other SEO strategies.

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    Never underestimate the importance of user experience

    Imagine if someone sent you an email asking you to link to their site in a recent blog post you wrote. When clicking the link to their site, you realize the design is awful, it’s difficult to navigate, and you can’t readily understand how their content relates to the blog post you wrote. Would you link to it from your site?

    Google goes through the same process when determining whether or not to list your content in their search results. User experience is important, and your CMS should make it easy to prioritize this. Running A/B tests to see what is resonating with your audience, maintaining a clean site structure, and making it easy for your site visitors to find the content they are looking for will all go a long way in increasing your ranking on search engines.

How HubSpot CMS helps you get SEO right

We understand the importance of using a CMS that helps you create content with SEO in mind. That’s why we integrate our SEO tools directly into our CMS. Here are just a few ways that HubSpot CMS helps you execute on your SEO strategy.

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    Technical SEO

    HubSpot CMS takes care of the technical aspects of SEO for you. Our CMS focuses on the speed and security of your site. We recently conducted a study of our own CMS vs other CMSes on the market with our friends at Pingdom, and discovered that our site speed was competitive with any other CMS on the market today. We also pride ourselves in the security of our CMS.

  • Meta tags are used to describe the content on your website and make it more accessible for search engines. HubSpot makes it easy to manage and edit the meta description of all your blog posts, landing pages, and website pages.

  • A website is like a house: HTML provides the framework, scripts offer functionalities (like a bathroom or kitchen), and CSS can be compared to the paint or wallpaper. These have to be strictly separated in order to have a manageable, smooth running, and crawlable website. HubSpot CMS separates your javascript from your CSS to keep your site structure clean. It also uses HTML5 instead of Adobe Flash so your content is secure, supported across browsers, and optimized for mobile.
  • The robots.txt file is a text file that is located in the root of the domain folder. It tells search engines which pages and folders should not be indexed, such as login pages. HubSpot lets you easily manage your robots.txt file -- giving you full control over the content that is crawlable by search engines.
  • Duplicate content occurs when the the same content is accessible via multiple URLs. This happens often with syndicated content or affiliate websites. Having duplicate content on your site will impact your ranking within search engine results. To help you manage duplicate content, HubSpot CMS lets you edit the canonical URL tag of any page.
  • Sitemaps are used by search engines to find all the pages on a website. Websites with a lot of pages, like ecommerce sites or online newspapers, greatly benefit from this feature. Hubspot CMS creates separate sitemaps for different types of content, ensuring that your site structure remains organized. Your sitemap is also automatically updated as you publish new content, ensuring that you never have an outdated sitemap.
  • Nothing is worse than starting from scratch every time you go to create new content. That’s why HubSpot CMS operates on templates that make it easy to create content that is optimized for search. These templates are optimized for SEO and caching, ensuring that your newly created content is positioned to perform well on search.
  • If you operate in multiple languages, you should separate your in-language content as much as possible. HubSpot CMS makes it easy to organize your content into language specific folders, and publish translated content on separate websites with language specific URLs.

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    Content and copywriting

    HubSpot CMS was created for marketers, with content creation in mind. Using HubSpot CMS, you’ll have SEO in mind as you create content. No longer will you have to retroactively optimize your content after it’s published.

  • Every page should be able to have their own, unique title. This can be done manually for small websites. For bigger websites with lots of articles or products, the CMS needs generate SEO-friendly titles automatically, using tags. With HubSpot CMS, you can take either approach. Either set a unique title tag on each individual page, or control the structure of your website through automatically generated titles per page.

  • An SEO-friendly CMS uses a customizable tagging system for websites with many pages. Categories and tags offer the opportunity to automatically create pages with a strong focus on relevant search terms. These topic pages are also good showcases to show your products or authority on a topic. HubSpot lets you create and customize subcategories of tagged pages. These categories create a unique URL structure that keeps your site organized. You can also add pagination tags to your pages for an extra level of site organization.
  • Search engines find HTML headers important: words in the headers earn extra significance. HubSpot gives you access to your site’s header so you can make any edits you see fit.
  • Links on your website direct the flow and accumulation of SEO authority within your website. HubSpot CMS makes it easy to add links to content and adjust the anchor text to match the topic phrase you are going after. When needed, you can also add a ‘nofollow’ attribute to any of your links, ensuring that you don’t have web crawlers index content you don’t want on search engines.
  • Breadcrumbs are useful to stress important keywords and emphasize your website structure. Marking breadcrumb-data in your website’s source code will allow search engines to better understand your website and show more information in the search results. HubSpot CMS fully supports and enables the use of breadcrumbs.
  • Search engines determine what an image is about by looking at the filename, alt tag, and mouseover text. In HubSpot, you can quickly set all of these attributes for any images you use on your site.
  • An SEO-friendly CMS has integrated SEO tools. This makes it easier for you to find and focus on the right keywords for your content, and measure results. HubSpot CMS provides you with relevant topic suggestions based on what topics you want to known for. The CMS will also run a backlink analysis of your content, and alert you if any broken links are detected. In addition, HubSpot will provide you with competitive analysis to show potential SEO opportunities or changes in ranking. And if you use third party tools for SEO, integrating them with HubSpot is simple and easy.
  • Optimizing your site for SEO can be a daunting task without a tool that helps you plan out your content and check your backlinks. That’s where content strategy comes in. Our SEO strategy tool will visually show you how your site is organized around pillar pieces of content, alert you to any broken or missing links, and give you insight into how your content is performing on search.
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    Link building and content distribution

    Ensuring that the links within your content are updated and resolving is one of the simplest way to ensure your content is being indexed properly by search engines. Distributing content across various channels will also give you a boost in SEO authority.

  • Every time you change a URL, you need to update that link to ensure your site visitors don’t see a bunch of 404 errors -- leading to a loss in authority and a poor user experience. Doing this manually across your entire site can be laborious and time consuming. That’s why HubSpot CMS will automatically setup a 301 redirect for any URL that was changed, ensuring that any instances of the old URL lead to the live page. Setting up these redirects on obsolete pages will also help maintain the authority you’ve gained overtime through backlinking to other sites.

  • Staying active on social media helps increase your SEO authority by getting people engaged with your content. Creating content on HubSpot CMS, you’ll be able to auto-schedule social media posts every time you publish a new blog post. You can also add buttons to any social network, making it easy for your readers to consume and promote your content.
  • RSS (Really Simple Syndication) gives your visitors an easy option to receive updates from your website. This brings in additional traffic, but also increases social activity. RSS feeds are also used to share your content on other websites, increasing the amount of backlinks pointing to your website. HubSpot makes it easy to share your content, whether you’re sharing product listings, blog articles, or an image gallery, through a customizable RSS feed.
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    User experience

    Above all else, it’s important that the content you create is consumed by your target audience. The goal of creating helpful, relevant content is to engage your site visitors. It’s an added bonus that doing this also gives you an SEO boost.

  • AB-testing improves sales rates and user experience. The importance of running A/B tests has grown since user experience has become an important ranking factor. HubSpot CMS lets you run A/B tests across most of your content, helping you determine which type of content increase visitor engagement, and gives you an SEO boost.

  • When choosing a CMS, it’s important to make sure that your site will render appropriately on any browser or device. This will ensure that people who land on your site receive a consistent experience, regardless of how they got there. HubSpot CMS supports all major web browsers and platforms, and supports responsive design, with many templates that are designed specifically for mobile.
  • Engaging websites get higher rankings. Proper design and useful features will result in a better user experience, which boosts SEO. HubSpot makes it easy to create engaging, easily navigable content. With easy to use navigation tools, a native site search solution, and clear CTAs , it will be easy to boost engagement on your HubSpot hosted site.