No one ever goes to a website by accident. They either found it through Google, through online promotion, or by someone sharing a link. That’s why it’s important to think strategically about how to drive traffic to your website.

With HubSpot, you have all the tools you need to build an optimized website that will rank highly on Google and attract organic traffic.

It starts with using a flexible content management system (CMS) that makes it easy to build and update your website as your content strategy evolves without the need for developers. Add an intuitive blogging platform along with SEO recommendations and tools, and your website will become a magnet for organic traffic.

Let’s walk through how you can use HubSpot’s suite of website management tools to drive traffic to your website. With it, you can:

  • Build optimized websites and add pages to improve your search ranking using CMS Hub.
  • Develop your SEO strategy and define your content topics using HubSpot’s SEO tool.
  • Publish ongoing blog content to improve your authority and stay relevant on Google.
  • Analyze your SEO performance using HubSpot’s Google Search Console integration to find more opportunities to improve your ranking.

Build Pages in HubSpot Using CMS Hub

Note: Using HubSpot’s CMS software requires CMS Hub Professional or Enterprise.

If you had to add a new page to your website, could you do it yourself? With CMS Hub, marketers can easily create and manage webpages using drag-and-drop templates. Developers can design from scratch or develop on top of premade templates to create a tailored look and feel for your website.

This flexibility is key for marketers who want to drive more traffic to their website. Using CMS Hub, you can create landing pages, pillar pages, and blog posts that all tie into your SEO theme.

Plus, it integrates seamlessly with all the other tools you need to grow your business HubSpot’s CRM, Service Hub, Marketing Hub, and Sales Hub.

Create Topics for Your SEO Strategy

Building your content strategy around a few well-defined topics helps Google and other sites index your content more effectively, which means more people can find it. To do this, you’ll need to organize your content as a cluster, which looks like such:

  • One pillar page for each topic which acts as a complete resource and is optimized for conversion because each subtopic will link back to it. Pillar pages are longer than a typical blog post and cover everything about the topic that you’ve chosen.
  • Multiple subtopic pages that answer one specific question about the main topic and link back to the pillar page. This creates a deliberate network of content that helps Google understand the relationship between pages.
  • Internal links between subtopic pages to keep visitors reading more and to help elevate you as an authority in the eyes of Google.

When you add a new topic to your HubSpot SEO tool, you can see how difficult it would be to rank for it and explore other keywords related to it. To add a new topic:

  • In your HubSpot account, navigate to Marketing > Planning and Strategy > SEO.
  • In the upper right, click "Add a topic."
  • Enter a topic in the text field, then click "Add."
  • Review the topic's Monthly Search Volume and Difficulty validation metrics, and select the radio button next to the topic you’d like to focus on.
  • Click "Create Topic."
Screenshot of the "Add a topic" window in HubSpot


Want more details on setting up your content strategy in HubSpot?

Check out this knowledge base article on creating topics for SEO.

Develop Consistent Blog Content

Once you’ve chosen your topic, you’ll need to create content that links back to your main keywords. And if you want to drive sustained traffic to your website, you’ll need to publish consistently.

HubSpot’s blogging software is built specifically to attract visitors to your website. Connecting your content to a topic or subtopic will automatically show suggestions for SEO and keyword improvements to make your pages even easier for Google to find.

Screenshot of keyword suggestions provided by HubSpot for the topic "kittens" and subtopic "Siberian cat."

For additional optimization, link blog pages to SEO topics:

  1. In your HubSpot account, navigate to your blog.
  2. Hover over an existing post in your dashboard, click the "Actions" drop-down menu and select "Edit."
  3. On the left sidebar panel, click the bar graph icon to open the Optimize tool.
  4. In the upper left, click the "Core Topic" drop-down menu and select a topic.
  5. If this content is your topic's pillar page, click "Attach to topic."
  6. If this is support content for a subtopic keyword:
  • Select the "Is this supporting content?" checkbox.
  • Click the "Subtopic keyword" drop-down menu to select a subtopic keyword. If you don't have a subtopic keyword related to this page yet, select "Add subtopic keyword." Enter a subtopic keyword and click "Save."
  • Click "Attach to topic."
Animated walkthrough of linking blog pages to SEO topics.

Want to learn more about how to connect content to topics?

Read the knowledge base article on attaching pages to SEO topics.

Integrate Google Search Console With HubSpot

Once you’ve begun to fill your website with content, monitor your progress with SEO tools in HubSpot.

The Google Search Console (GSC) is a marketer’s dream tool if you know how to use it. It’s a free platform to monitor and improve how Google views your site. Using GSC allows you to view your referring domains, analyze mobile site performance, examine detailed search results, and identify your highest-traffic queries and pages.

When you integrate GSC with your HubSpot account, you can view site metrics in the SEO tool and the Optimization tab of your page or blog post details.

First, you’ll need to access GSC within your Google Analytics account. You can learn how to set up your account here.

Next, enable the Google Search Console Integration in HubSpot:

  1. In your HubSpot account, click the Marketplace icon in the main navigation bar. Under "Manage," select "Connected apps."
  2. Click "Visit App Marketplace."
  3. Use the search bar to look up and navigate to the Google Search Console integration.
  4. Click "Connect to Google Search Console."
  5. Enter your Google credentials, then click "Allow" to grant HubSpot permission to connect with your Google account.

Need more details to get your Google Search Console set up?

Read the knowledge base article on enabling Google Search Console in HubSpot.

Once you’ve connected the integration, you’ll see new metrics added to your SEO dashboard that shows how your content is performing in organic search.

Screenshot of SEO dashboard with "Search Queries" highlighted.


Use HubSpot to Publish, Promote and Grow Your Audience

There are so many other ways to promote your website and grow your audience. From implementing social and paid ads to expanding your referral traffic, the options are endless. Start by optimizing your website for SEO and keeping your content relevant and your audience will find you.

Start using HubSpot's free marketing tools

Originally published Jun 15, 2020 10:00:00 AM, updated July 02 2020