How HubSpot’s Content Strategists Improve SEO

How HubSpot's Content Strategists Improve SEO



If you need help building a website, creating a business blog, or getting search engines to discover web pages, there are many SEO training that can help you get started. But, once your website is created and your customers find your content online, how can you improve your search rankings and reach a wider audience? While keyword research, overlap testing, and link building are a must in creating an online presence, there is much more you can do to increase the amount of traffic that comes to your web pages. That’s why we spoke to experts on the HubSpot SEO team to find out how they have improved their content strategy over time. Read on for a list of their tips that can help you rank higher in search engines and optimize the accessibility of your marketing campaigns.

How to improve SEO like HubSpot

1. Encourage visitors to search for your brand.

When your business is growing, it is important to increase the proportion of unbranded searches that come to your website. These are keywords that are not specific to your brand, but may be relevant to your industry. For example, if you were a pressure washing company located in Massachusetts, then you would want to rank for a search as “best pressure washing companies in New England.” While your business name is not included in this search, you still want your website to appear in search results when someone is searching for pressure washing services in the New England area. Once your business grows and develops stronger relationships with your customers, you can drive brand traffic to your web pages. In fact, companies like Amazon have even influenced their shoppers’ search habits, and now their customers add “amazon” to their search queries when searching for products on Google. This ensures that the top result in the SERP is likely a link to an Amazon page. Your business can have a similar effect on your customers by becoming a thought leader and resource for topics related to your industry. For example, if customers had questions about how pressure washing works, its benefits, when it should be done, etc., then our pressure washing company might have a blog that answers all of these questions. As people read these articles and become more familiar with our content, they can modify their search queries to include our company name so that they can access our content faster.

2. Update your content.

Search engines are constantly updating their algorithms and improving their tools to provide better search results for their users. This means that your content may be out of date within a few months or a year, and the keyword research you did when you first created a piece may change as search engines adapt over time. That’s why it’s important to regularly update your content, so you can monitor its performance and make sure it continues to rank high in search engines. When updating content, you should replace old statistics and outdated terminology, and fill in any content gaps that you overlooked when you first created the article. You should also fix any broken links or images and make sure the formatting and branding are consistent with your current content. Do this with a cadence that makes sense to you; for many teams, it is every few months.

3. Analyze keywords beyond search volume.

By analyzing your keywords, it’s easy to focus on search volume and prioritize the keywords with the highest potential traffic. However, it’s important to look beyond search volume and consider keyword intent before creating targeted content. Open an incognito window and search for your keyword. Take a look at the content that is currently ranking for him and ask yourself if your content would fit this SERP. If not, it can be difficult to classify this topic with the content you are currently using. Here is an example. Let’s say our pressure washing company recently renewed its support team and we wanted to qualify for the term “progressive customer service.” While we could write a lot about our new and improved service team, we probably won’t win over the insurance company, Progressive, to convince them of this keyword. That’s because the intent behind this keyword is for Progressive’s service team and not for content related to the customer service industry.

4. Prioritize internal links.

It’s easy to develop organic authority when you consistently post content, but it’s just as easy to stagnate if you don’t consider where it should be posted. This is a form of SEO “tech debt” that can stunt your growth the bigger your site gets. To avoid this setback, it’s important to audit your internal linking structure and identify different pieces of content that need to link to each other. Adding links between internal pages helps search engines understand what content is related to each other, as well as the keywords these pages are targeting. It can also help Google index new pages faster if they are linked from the correct pages to begin with. You can use a number of SEO tools to systematically find these opportunities and update the pages that matter most to your sales efforts.

5. Build strong relationships with your developers and designers.

As your online presence grows, you might be surprised to find that your SEO team is working closely with your web developers and designers. However, this is to be expected, as SEO is significantly influenced by how your content is designed and maintained. The better the relationship between your SEO team and web designers, the higher your content will rank. After all, if your web developers understand the importance of SEO, they are more likely to listen to the advice of your SEO team when creating and designing new content. At the very least, open communication between these two teams can be the key to more consistent digital growth. For example, if your web developers want to remove a page that has 500 backlinks, they should first check with their SEO team to see if there would be any negative repercussions. Effective communication between your developers and your SEO team can help you avoid SEO-related headaches and maintain high search rankings.

6. Prune contents after long periods of growth.

Not all your content is going to make it out of the park, and that’s okay. Some of the content will be shorter than expected, and even if you update it, you may not get the amount of traffic you originally expected. As this content accumulates, it can affect the speed and performance of your website. If yes then you should consider pruning these pages so that they do not negatively affect the user experience. Although you will lose a small amount of traffic from these pages, you will likely save a lot more by improving the user experience on your other more popular pages.

7. Optimize search-friendly content.

Not everything you post will be searchable, such as ad landing pages, thank you pages, inside sales enablement pages, and login pages. These pages are usually not targeted by search engines and therefore not that important to optimize for search. Instead, you should focus your attention on pages that are easy to find. These are the ones that search engines are looking for and they play a much bigger role in the customer experience. If you can present this content to your target audience, they will eventually discover your other pages as they continue to explore your site.

Optimizing your content strategy

SEO is always a work in progress. As search engines continue to update their algorithms, marketing teams will have to create content that is not only relevant to their audience, but is also easily discoverable. While SEO marketing software can help brands shape their content strategies, it will ultimately be up to marketers to create effective content that ranks high in search engines and attract new leads for your business. deal. For more ways to improve your content’s search ranking, read these SEO tips.

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