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HubSpot SEO: Optimizing Your Pages for Search

Aug 27, 2018
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One of the benefits of inbound marketing is increasing your site's visibility in search. But getting found in Google takes more than just a search friendly platform. In this video, I'll walk you through a simple HubSpot SEO tutorial to help you set your site up for SEO success. 

Video Transcript: 

HubSpot is a great all in one inbound marketing, business management software, but if you want to get the benefits of being founded search, you're going to need a lot more than an SEO friendly, content system or business system. Just blogging on its own, isn't going to necessarily get you the results that you want to see for your business. You've got to do the little things, and you have to do them well if you want to see the benefits in search.

Let's take a look at HubSpot, and how we can use it and leverage it, to make our sites more SEO friendly. This is the HubSpot platform, and from here we can access a lot of things. We can access our CRM, our sales tools, and all that's good, but what we really want to look at today, is our marketing tools. If you have your website on HubSpot, like we do, you can see your website pages here. When we log into our website pages, the first thing that we want to make sure that we do is to ensure that our SEO, that our on page SEO is actually taken care of. SEO is a lot more than on-page.

We've got a backlink strategy, we've got a lot of other things going on, but for most businesses, what you need to do is start with the basics, and make sure you're doing the little things well.

When you log into a page, you can see the page, you can edit the different elements in the page. What we want to do, is get into the settings, because this is where we're going to be able to see what we're doing, as far as our on-page search goes.

Over here, HubSpot also has a tool called optimize. This is going to give you some suggestions on what you can do like find a core topic. Now this is attached to their content strategy. I'm still a believer in keywords. I believe that keywords are still extremely important, that you need to be targeting them. You want to be a topic of authority, yes. But, I think targeting specific pages for keywords, still works because the search engines are driven by keywords. I've got another video that you can check out here.

Now, if you're using HubSpot and you want to link it in here, you can go ahead and link it to a core topic. You can say it's a pillar page, a supporting page. I've also got a video on pillar pages if you want to check out more about that.

But, they've just got some things here you know. Inbound links, word count, just a thing that you need to look at. Our page is enough content. It's got a lot of inbound links coming to us, so there's a lot of elements here that HubSpot will help you out with. If it's a pillar page, you just click a pillar page. You can attach a topic to it. This is just going to help give you a little bit more of a score. Kind of like if you were on a WordPress site, and you use the Yoast plugin. It was optimizing it through here.

To me, this is good, but it's just a couple things that we want to do. Looking at title tags, meta tags, and all that. Making sure that you have the right Header tags. This, like I said, it's a good tool, but it's really attached more to the core topics tool, and not to a keyword strategy.

You want to do it based on the keyword strategy, you're going to have to use some little bit of old school SEO. So, we're going to go over to the settings page here. You have the internal page. Now, we have our page title. Inside of your page title, you want to make sure that you're targeting your core keywords. The keywords that you want to be known for. We're an inbound marketing agency. We're an SEO firm. We do digital marketing. Now I've put the most important keyword first. That still matters. Google is going to look at that. They're going to pay attention to that because they're going to say, if this guy is talking about inbound marketing, I have to make sure that he knows what he's talking about.

As you can see, it's keyword optimized. Inside here, we've got a very user-driven, but keyword driven meta description. We tell a little bit about our business, we personalize an inbound marketing SEO. We're Gold HubSpot partners. We're Google Analytics certified. Let us create a custom strategy for you. Make sure you don't have misspellings. This is a great tool, Grammarly. If you're not using Grammarly, I highly recommend it. It's going to make sure you catch those things.

But as you notice in here, I've got a number of keywords spread out, throughout here, that things that we do as an agency. These things will get boldened when we search for something in Google. So, if I did inbound marketing, what you're going to see, is you're going to see, inbound marketing, and then you're going to see inbound highlighted here. Marketing highlighted here. Marketing highlighted here again. When you add these keywords into your meta description, they can be call outs, for a user when they see you in the search results. So, make sure that you're doing that in here.

Now, if you want to do some advanced options, you can add schema right into here. If you've got schema you want to do. If you're a small business owner, or an organization. We do it through tag manager, you want to add it into this one home page, you can drop your header HTML in here. This is why I recommend using JSON schema. So, that's optimizing your on-page for a website page.

Read more about Schema Markup here.

Now, blog is going to be similar to this as well. Same with landing pages. Again, you want to do all of your pages like this. Everything in the content management system in HubSpot, is going to work the same. Which is one of the benefits of the tool. You don't have to relearn something when you're in the blog site, or when you're on the website side.

Now, make sure that you're adding title tags. Make sure that you're adding those meta descriptions. Make sure that you're keeping them keyword focused, because that's going to help make sure that your content is optimized for search.

But, we don't want to stop there. There's another cool SEO hack that we can use, which I'm going to borrow from our friends over at Morey Studios. One of their guys John, created this schema which is very, very awesome, and easy to use, and you can sit here and do some site-wide schema. Paste code into your site header, in to your HubSpot portal. Now, the only thing you want to do here is replace, where it says replace, with your company stuff. So, John did a great job with this piece, and I will link out to this. But, a lot of people are always wondering, where do I find this? How do I get there? Now John gives you good ideas like content, content settings, and HubSpot's made some updates over the years.

So, let's look at how we can do that. What we want to do is go over to our settings.

And to get to the settings, you hit that gear icon. Over here we've got a number of things going on. HubSpot's changed this a lot, so it may not be as easy as it used to be, if you're used to the old system. We're going to click into marketing, and then we want to go to web pages. So, inside of web pages, this is where our templates are stored. So, it tells us where our templates are. We can integrate our Google analytics. We can tell it what types of graphics we are using, logos, things of that nature.

We also have access to our robots TXT file here. As well as our site header. So, inside of our site header, is where we want to copy and paste this schema mark up, for our site-wide schema. This is if you're only using HubSpot as your website. Now, there's another one for the blogs and we'll do that next. So, you would just copy and paste this in here, and switch out all the data. If you're going to do it for your blogs, which I highly recommend. You're going to do a very similar thing, but we're going to do it into the blog template instead. So, if you want to add schema to your blog, this will do it, every single blog will get its own schema.

Now, this is really powerful because that's what allows you to earn these positions here. People also ask for these call out boxes. We've got a knowledge box right here. You get those placements by adding schema, and also having good content, good authority, good backlinks, but schema is going to help a ton. So, it's going to help you optimize your images. There are a lot of benefits to using schema. It is a little bit more on the advanced side, but still something that you can do with copying and pasting, and cutting a couple things out. It's really not rocket science.

Here, instead of going to web pages, we want to go to blog, because it's going to be a different template. We're pulling from a different source. We've got our templates and all that stuff here, and once again, we want to click templates, because now this is going to give our header HTML code on all of our blog listings. All you would do is take this code right here, copy and paste it, right into that blog header, like so, and that's going to drop it in. It really is that easy. The only thing you need to do is make sure that you save it, and then go over to Google structure data testing tool.

You won't see it in ours, because we pull ours using a little bit different types of scripts, and tag manager. Which we'll probably create a video on one day it's a little more advanced than copy and paste, but if you want to get started with schema, and you want to get started, optimize your HubSpot content for the search engines. This is a great way to get started, doing the basics. Again, we've covered blog schema, we've got website schema, and that's provided right here. Copy and paste from our friends over at Morey Studios.

We've also talked about making sure that our title tags are keyword focused. Yes, make them keyword focused. Make sure your descriptions are keyword focused. Then go in, and start to do the little things well again, and making sure that you have alt images for your titles. Making sure that you're doing that stuff for your content. Again, when you go to your blogs, make sure that we have those descriptions there, but say we want to make sure that your images are optimized. Well, HubSpot makes it really easy. Instead of having to go in and look at the tags, looking at the code, we can go here, we can click on our image, and we can click options.

And here's our alt text, right there. So, it's added in. It's going to pull it from the file name automatically, so the easy way to do it is, make sure their file names are marked accordingly. That's the good thing to do for SEO anyways, and then you're going to have optimized alt texts as well.

So, taking these steps, making sure that you're doing the little things well, and making sure that you're using these opportunities, and these areas within the settings that you have, in order to optimize your content for search, is going to go a long way.

If you have any questions on how to optimize your HubSpot portal for search, please let us know, or comment below. We'd love to continue the conversation. Til next time, Happy Marketing.


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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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