Updated: Jul 6
Creating fresh optimised content on a weekly basis is really important to achieve long-term success with Search Engine Optimisation. But SEO needn’t be daunting with HubSpot. In this quick guide, you’ll learn how to optimise your HubSpot website pages, blogs, and landing pages to give your business the best chance of being found by your target personas.
Step 1. Choose your keywords
Read the page’s content and find two keywords that are most relevant to the content. Choose one primary keyword relevant to the page’s content and one variation of that keyword, such as a plural variation or two closely-related keywords. It needs to be clear what your page is about so visitors and search engines don’t get confused.
Step 2. Page title
Here’s the official HubSpot guidelines for your website page titles:
Under 70 characters with no more than two long-tail keywords
Primary keyword should appear first
Each keyword phrase should be separated by a vertical line or pipe (e.g. Primary Keyword | Secondary Keyword)
Each page title should be unique
Except for your homepage and contact us page, your page title should NOT include your business name.
Step 3: Meta Description
This is what appears on a google search result under the page title. It lets people decide if your page is what they’re looking for or not. Or if they should click on an option above or below you instead. So it’s sort of like a call-to-action, and their very first impression of you if they’re coming from search results. That’s why it needs to be perfect. Here are HubSpot’s guidelines:
Optimally, meta descriptions should be between 150 and 160 characters
Include the primary keyword and at least one secondary keyword
Provide a valuable, compelling reason for why someone should visit the page
Include keywords in a conversational format; don’t just cram in keywords for the sake of listing them.
Step 4: URL
This one’s pretty simple – just be sure to include the primary keyword and make sure each word in the URL should be separated using dashes.
Step 5: Heading tags
Make sure you’ve got an H1 heading tag at the top of the page which incorporates the primary keyword and is the first thing people see when they arrive on your page. This helps them decide if they’ve come to the right place.
Step 6: Content
Always mention your keywords naturally in the body of your content. Try not to overthink it. It also helps to bold and underline the keyword at least once, because it has an effect on how relevant the keyword is on the page. Mentioning secondary keywords is also useful. Don’t include a keyword more than 5 times on a page though, as the Google Gods will know and punish you for it.
Step 7: Call-to-Action
All pages on your website need to have at least one CTA above the fold, to stop your visitors from having to scroll down to know what to do next.
SEO loves calls-to-actions because they create an internal link on your website to a specific landing page. I’ll talk a little more about this next!
Step 8: Internal links
Linking back to other primary-keyword-relevant pages in your site really helps SEO, as it helps your pages ‘talk to each other’, in a way, strengthening validity. So, if you’re talking about a product and have other relevant page resources elsewhere, including those links helps optimise your content. One or two links are recommended for pages with related content.
Step 9: Images
Finally, any images (including CTA images) on the page need to be optimised so that search engines can read the image. So, click the main image you’ve used in your page or blog post and add the primary keyword to the image options’ Alt text.
Images can be optimized in two ways:
File name: Each word should be separated by dashes (-), e.g. inbound-marketing-software.jpg
ALT text: The alt text should match the file name, without dashes, e.g. Inbound Marketing Software.
So there we have it! Feel free to use this as a check-off guide for when you’re creating new bits of content!
What do you want to learn next? Let us know in the comments section below!