SEO tips to help your content catch leads [Expert advice]

In a zero-click world, SEO may feel irrelevant. Content teams are in a bind, grappling with declining traffic and more buyers using AI-powered search experiences. But, strong SEO foundations can help brands appear in AI overviews and summaries. The basics also have AEO benefits.

So, savvy content marketers work to optimize for both search and answer engines. HubSpot Marketing Hub comes equipped with tools that measure performance in both traditional and AI search. HubSpot SEO allows teams to see how they rank for important keywords. HubSpot AEO offers a visibility overview so marketers can see AI citations.

The SEO tips in this guide are designed to help marketers navigate this complexity. By focusing on the highest-impact areas — from content strategy to technical foundations to authority building — teams can create a more resilient SEO strategy that performs consistently, even as search continues to evolve.

Table of Contents

• How does SEO work? Here are the basics you need to know.
• 18 Essential SEO Tips Organized by Impact
• Where AI Search Comes Into Play
• Frequently Asked Questions About AEO Tips

How does SEO work? Here are the basics you need to know.

SEO (search engine optimization) is the process of improving a website so it appears more prominently in results pages for relevant queries. The goal is simple: Attract the right audience organically by creating content that matches what people are searching for.

SEO combines content strategy, technical website optimization, and authority-building signals to help search engines understand a site. At a high level, search engines work in three stages:

• Crawling is when search engine bots scan a website and discover pages through links.
• Indexing is the process of storing and organizing that content so it can be retrieved later.
• Ranking happens when a user performs a search. Search engines analyze hundreds of factors (like relevance, quality, page experience, and authority) to decide which pages appear and in what order.

Keep in mind that SEO is a long-term growth channel, not an overnight win. Unlike paid ads, where traffic stops when a business stops spending, SEO builds momentum over time.

High-quality content and authority signals compound, so results improve the longer a business consistently optimizes for search. Done right, SEO becomes one of the most sustainable, cost-effective ways to drive traffic and leads.

AEO: An Emerging Search Category

Teams focused on search aren’t just thinking about SEO. They’re also looking to show up in AI-powered search engines. Why? According to HubSpot research, 30% of marketers have seen a decrease in search traffic as users prefer conversational search in answer engines. ChatGPT alone now has 900 million weekly active users who use the chatbot for product and service recommendations, among other queries.

AEO helps businesses ensure they appear accurately and consistently in answer engines like Gemini and ChatGPT — a channel SEO alone doesn't address. To thrive in this new search landscape, marketers need to integrate answer engine optimization (AEO) into their search strategy. Remember: While SEO helps content rank, AEO helps content get selected.

Pro tip: At the Pro and Enterprise levels, Marketing Hub has both SEO and AEO tools. Content marketers can evaluate their performance in traditional search and answer engines all in one place.

18 Essential SEO Tips Organized by Impact

Teams should build a comprehensive SEO strategy that addresses site specifications and technical requirements, while driving helpful content. For teams just getting started, begin with the basics — like optimizing for the right keywords. Then, work on driving authority.

HubSpot SEO can help teams see areas of improvement and offer recommendations to optimize each page for search.

Content & Keyword Optimization

The first step in any SEO strategy is making content that matches users’ queries so search engines display pages in results. Experts recommend running a SERP analysis, building intent clusters, and leveraging pillar content as best practices.

1. Master SERP analysis before creating content.

Before creating SEO content, marketers should perform keyword research and check what’s already ranking in search engine results pages (SERPs). Keyword research identifies the terms real users look for. And, the SERPs reveal the content that best satisfies their intent — the real reason behind a query. Search intent alignment improves content relevance.

Running a SERP analysis isn’t just about checking competitors. Teams can also reverse-engineer what users actually want. By analyzing the results page, marketers can identify whether the intent is informational, transactional, navigational, or commercial. They’ll also see what content formats win and how comprehensive current results are.

Aja Frost, senior director of global growth at HubSpot, says, “Yes, tools offer us a ton of information. But that information is often based on incomplete, out-of-date, or biased datasets. I encourage SEOs to combine the insights they’re getting from their tools with real-time clues on the SERPs.”

Every time a marketer decides to target a new keyword, refresh a piece of content, or diagnose a page with irregular traffic, Frost recommends that they “take a look at what’s coming up for the main queries on Google.”

In practice, this means studying:

• Search features like snippets, AI overviews, videos, or “People Also Ask.”
• Dominant content types, like guides, tutorials, listicles, product pages, etc.
• Top-ranking websites and domains, including brands, publishers, marketplaces, or directories.

Note how top pages structure content, and whether results favor freshness, evergreen guides, or AI-generated answers. If AI summaries appear, analyze their sources to inform content structure for answer engines, not just rankings.

Tools, like HubSpot AEO, can surface how a brand appears across AI answer engines, like ChatGPT, Gemini, and PerplexityAI. Marketers see which prompts cite a brand’s content, how competitors perform, or where gaps lie. (Teams with Pro or Enterprise Marketing Hub subscriptions get both AEO and SEO features in one place.)

Pro tip: Use incognito mode, clear cache/cookies, and check both desktop and mobile. Results vary by device and location, so understanding these differences helps marketers align content with how users actually search.

2. Target a variety of keywords and build intent clusters.

With organic search, it’s important to target queries that span an entire buyer’s journey, including a variety of high and low-volume keywords. According to HubSpot’s recent Web Traffic & Analytics survey, 26% of SEOs said they target keywords of moderate to high difficulty, while another 43% say they target keywords with low difficulty.

Braden Becker, SEO lead at Faire, says, “Broad, early-interest keywords tend to be higher in volume, while later-interest or even purchase-ready keywords tend to be lower in volume, because the audience is more specific. Therefore, you shouldn’t be afraid to target low-volume keywords if they have a higher likelihood of turning traffic into leads or customers.”

While this approach remains effective, modern SEO requires a broader lens. Instead of focusing on isolated keywords alone, marketers should think in terms of intent clusters — groups of related queries that reflect how users naturally explore a topic.

Search behavior has become more conversational and dynamic, especially with AI-powered search. Users often move through multiple related queries in sequence, refining their understanding as they go. In practice, that means:

• Identifying clusters of closely related queries.
• Creating content that addresses those questions together.
• Anticipating follow-up questions and answering them within the same page or content hub.

Intent clusters improve a brand’s ability to rank for multiple queries and increase the likelihood that content is selected for AI-generated answers. So, instead of targeting one keyword, aim to cover:

• Definitions.
• Comparisons.
• Use cases.
• Pros and cons.
• “How to” variations.

Ultimately, the goal is to move beyond keyword targeting and toward complete topic coverage. By doing so, marketers position their content to perform across traditional search results and emerging AI-driven experiences. Teams also create more useful, comprehensive resources for their audience.

Pro tip: HubSpot’s SEO Marketing Software includes a content strategy tool that helps marketers discover topics that matter to a brand. HubSpot SEO reveals keywords’ MSV, relevance, competition, and popularity, helping marketers identify a range of high and low-volume keywords to target.

Get started with HubSpot’s SEO Marketing Software

3. Leverage the pillar-cluster model.

People rely on search engines and AI-driven tools to deliver accurate, relevant answers. So, those systems need to understand not just individual pages, but how topics connect across a site. That’s where the pillar-cluster model comes in.

By creating a pillar page that covers a topic at a high level and linking it to supporting cluster content, marketers signal that their site has depth and authority on that subject. Search engines then crawl the content, understand relationships between pages, and surface the most relevant results.

Source

The role of this model has recently evolved. Today, it’s not just about internal linking. Marketers need to help search engines understand entities and their relationships. Modern search relies on mapping connections between topics and brands. The clearer those connections are, the more likely the content is to be recognized as authoritative.

When content is structured into clusters, search engines can:

• Understand a site’s topical depth.
• Associate the brand with key concepts.
• Identify the content as a reliable source for rankings and AI-generated answers.

Structured content also improves the user experience. Visitors can more easily navigate related content and find what they need. To strengthen their pillar-cluster strategy, marketers should:

• Use consistent terminology across pages.
• Clearly define key concepts.
• Interlink related content with descriptive anchor text.
• Cover topics comprehensively, not just at a surface level.

Done well, the pillar-cluster model helps ensure the content is understood and selected when users look for information.

4. Consider on-page SEO.

On-page SEO is the process of optimizing a page on a website with front- and back-end components, including:

• High-quality page content.
• Page titles.
• Headers.
• Meta descriptions.
• Image alt-text.
• Structured markup.
• Page URLs.
• Internal linking.
• Site speed.

Marketers should prioritize creating optimized page copy to improve SERP rankings. What they write should include the target keyword and be contextually relevant. Ultimately, the goal is to indicate to search engines that a piece of content answers real questions users might have.

“While you work on optimizing all other on-page SEO elements, the main goal always remains to answer the search intent. Neglecting search intent is one of the grave SEO mistakes,” shares Victor Pan, principal marketing manager of marketplace growth at HubSpot.

Pan notes that content should become the end of the users’ search. He notes that great content includes page heads that logically flow to answer user follow-up questions.

“The headers should start with answering the most important questions first. It works for skimmers who want a quick answer. Then expand your answer to include a more elaborate explanation to satisfy the readers who like reading the entire blog post,” he suggests.

Comprehensive content is also critical for AEO. Answer-first formatting — where a clear, concise response appears immediately under a heading — increases the likelihood that content can be extracted for featured snippets or AI-generated answers.

Pro tip: Marketing Hub's SEO tools show how pages perform in traditional search. Meanwhile, AEO tools in Marketing Hub Pro and Enterprise can help identify when a brand is cited in AI-search.

5. Leverage CTAs as often as possible.

Optimizing a page to rank in search engines doesn’t do any good if the pages aren’t optimized to convert visitors. Aim to maximize conversion opportunities by using calls-to-action (CTAs) with content offers relevant to the page and the different stages of the buyer’s journey.

The image below shows a CTA on a HubSpot article about SEO writing.

Every page on a site is an opportunity for conversion, so every page on the site should include a CTA that aligns with the visitor’s search intent. Since it’s safe to assume that page visitors are there to learn something, CTAs are key as they offer more insight and educational information.

Pro tip: HubSpot’s Marketing Hub makes it easier to turn traffic into leads by connecting CTAs, landing pages, and automation in one place. Teams can create personalized conversion paths, capture leads, and nurture them with targeted follow-ups — all while tracking how SEO-driven traffic contributes to pipeline.

6. Use image alt text.

Search engine crawlers that scan a site can’t understand images unless they include alt text. Because of this, adding image descriptions is a priority for SEO. Image alt text is also helpful for ranking site pages in image-based SERPs. And in multimodal search experiences, AI systems interpret both text and images when generating answers.

Moreover, alt text is a best practice for creating an accessible website. Screen readers pick up on alt text, ensuring that all a site’s visitors have a consistent browsing experience. All alt-text should be descriptive, contextually relevant to the page content, and short.

7. Prune content after long periods of growth.

Pruning content is the process of reducing the number of indexed pages by deleting old, low-quality content that doesn’t add value to a site.

Becker says, “Consider ‘pruning’ content after long periods of growth. As websites grow and scale, you’ll find some content fails to perform as expected. As that pile gets bigger, it can have adverse effects on the rest of your site’s speed and performance.”

Becker recommends that teams audit their site for pages that aren’t driving a certain level of traffic, backlinks, or conversions. They can then unpublish low-quality content.

Learn more about the content pruning process here.

Technical SEO Foundations

Technical elements influence how search engines crawl, index, and interpret a website. Even the best content can underperform if a site has structural or performance issues. These SEO tips help ensure search engines can properly access, understand, and prioritize content.

8. Conduct a technical SEO audit.

When a search engine crawls a site for indexing, bots need to understand what the site is. So, sites need helpful content and a clean structure. Disorganized websites are difficult to index because contextual relationships are hard to discern. As a result, these pages won’t rank in SERPs.

Because of this, a site’s technical set-up is a critical component of SEO. These technical aspects can include, but are not limited to:

• Page speed.
• XML site map.
• URL structure.
• Site architecture.
• Pagination.
• Structured data and schema markup.
• llms.txt for AI crawlers.

Pro tip: To avoid strikes from bots, conduct a technical audit of all web pages.

9. Consolidate website pages using redirects and canonical tags.

During a site audit, SEO specialists may find multiple pages have similar content. If that happens, they should consider consolidating using redirects or canonical tags.

Becker says, “Nobody wants multiple pieces of website content serving the same purpose because it can cause you to cannibalize your traffic in SERPs.” To fix this, content strategists can redirect low-performing pages to a page on their site containing related information.

Becker adds, “Besides redirecting, if you have exact duplicates, you may even add a canonical tag from the duplicate to the core page, which keeps the duplicate visible but tells Google to prioritize the core page when ranking your website.”

Pro tip: To learn more about this process, check out Google’s explanation.

10. Compress and optimize multimedia files.

Compressing multimedia files may not seem like a high priority for an SEO strategy, but it should be. According to Becker, video, image, and GIF file size directly affect a site’s page load speed — one of the 10 most important ranking factors.

“The bigger an image’s file size, the longer it takes your web browser to load that image, which increases your website’s loading time as a whole. And the longer your website’s loading time, the more likely it is that Google will penalize you,” he says.

The act of compression blends similarly colored pixels into single pixels to reduce the image’s resolution and, in turn, file size. Changes are undetectable to the human eye, as it is more sensitive to details between light and dark than to colors.

Compression does not diminish the impact images have on the audience, and the pages load faster. Here’s a guide to resizing and compressing images without compromising on quality and impact. Some high-quality tools for multimedia file compression are:

• Squoosh.
• TinyPNG (supports batch compression).
• You Compress.

Pro tip: Check out how to improve web design for SEO.

11. Don’t change URLs.

The inventor of the internet, Tim Berners-Lee, once said, “Cool URIs don’t change.” But consistency goes beyond just the “cool” factor. Keeping the URL the same makes content easy to find, prevents broken links, and has SEO benefits, showing the content’s history.

Victor Pan says, “URLs … should change as little as possible. The history of ‘why a URL changes’ is filled with good intentions that often get lost with time, so be sure to add a note the same way you should when you notice traffic anomalies.”

Pro tip: Teams can do this within HubSpot’s URL Mapping tool.

12. Check, double-check, and triple-check your data.

To truly succeed in SEO, marketing professionals need to measure their success. Teams look at organic traffic growth, conversion rate, bounce rate, and keyword rankings. As AEO becomes more important, teams should also monitor visibility beyond clicks. HubSpot AEO shows AI visibility and what search queries earn brand mentions. (Teams with Marketing Hub Pro and Enterprise already have access to AEO features.)

Becker says, “Growing organic traffic takes time, but it also takes a village. When performing keyword research, traffic analysis, or any performance-related audit, always have more than one source of data to guide you.”

If a team’s content management system, like Content Hub, shows a drop in traffic, check Google Search Console to see which pages that drop has affected. If the decline is concentrated to just a few pages or articles, use a rankings tracker. The smarter the diagnostics are, the better SEOs can make decisions in response.

Pro tip: HubSpot’s SEO Marketing Software brings these insights together by tying keyword performance and traffic data into a single view. Instead of piecing together reports from multiple tools, teams can quickly identify what’s working and which optimizations will have the biggest impact.

Authority & Link Building

Sites that appear in SERPs showcase authority and credibility on a given subject. Teams can work with field experts to capture valuable lived experiences. Marketers can also link to other sites with authority and earned media to increase trust. See how teams can improve how content is valued in search.

13. Develop page authority.

Page authority is one of the factors search engines use to determine rankings. For example, if a brand has a seasoned blog with a reputation as a go-to industry expert, the site will likely rank higher than pages from a more recent publisher.

Given this, brands should build a reputation and authority within their niche. Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework is a great way to build this type of authority. Here’s a breakdown of its parts:

• Experience relates to having real-world, personal experience with a topic.
• Expertise signals that the writer has training, real-world experience, or even verifiable credentials related to the topic.
• Authoritativeness refers to the reputation of the website, content creator, or business within their industry.
• Trustworthiness means a website’s content is credible and factual.

According to professionals, trustworthiness and expertise are the most important E-E-A-T factors for showing up in SERPs. Some great ways to build brand reputation and authority are blogging regularly, guest posting on other sites, and simply being active in the industry.

All of these strategies will give a website authority and indicate to search engines that they need to pay attention to the domain.

14. Create a link-building and authority-building strategy.

Backlinks signal authority and trust. Earning high-quality inbound links is crucial for boosting domain authority.

At HubSpot, the primary method we use to earn high-quality links is networking with other sites and requesting links to our content. We also make sure our content is relevant to the referring website’s posts.

Earning high-quality backlinks remains important, but authority in modern search is no longer defined by links alone. Search engines and AI systems now evaluate a broader set of authority signals, including:

• Backlinks from trusted sources.
• Brand mentions (even without links).
• Citations across articles, forums, and media.
• Consistent references to a brand in context.

This means a brand’s strategy should extend beyond traditional link building to include:

• Digital PR and thought leadership.
• Contributing insights to industry publications.
• Being referenced in comparisons, discussions, and reviews.
• Building a recognizable brand within its niche.

Unlinked mentions and repeated citations help reinforce credibility, especially for AI systems that synthesize information from multiple sources. Marketers can use Marketing Hub Pro and Enterprise's AEO features to track citations.

15. Train website visitors to search for your brand.

A customer may already want to buy from a brand. However, they still may use Google to compare products from the same company.

Pan says, “The logic was that these were potential customers that would not have otherwise converted. This logic is good for a young business, but for mature businesses that have a good relationship with their customers, branded traffic is just as important.”

For example, platforms like Amazon have trained their customers searching on Google to append “amazon” to their searches for site-specific results.

Pan says marketers can encourage and inspire users to do this by becoming the go-to expert on topics related to their brand. Since Amazon is one of the leading shopping sites, customers refer to the platform for their shopping needs. To become an expert, a brand has to develop page authority.

“Brand authority is also coming up as an important ranking factor. So, the higher the number of branded searches you get, the better your authority. You can do that by creating a brand outside of SEO,” he says.

Pan notes that creating a brand ecosystem on other platforms is just as important as optimizing for Google. He recommends that teams “leverage social media, email marketing, social forums, etc., to train your audience to do branded searches.”

Advanced Strategies

Teams that already have strong SEO fundamentals can focus on more sophisticated tactics. The best content marketers keep an eye on emerging trends to stay competitive as search continues to evolve.

16. Master the SERP overlap test.

Aja Frost recommends that teams conduct a SERP overlap test. She says, “I use this test all the time to determine whether to target two-plus queries with a single piece of content.”

Now, what exactly is the SERP overlap test?

Frost details the steps below:

1. Do a quick search in incognito for Keyword A and a separate search for Keyword B.
2. If the SERPs look fairly different (i.e., the top-ranking pages are different, or the first result for Keyword A is the ninth result for Keyword B), Google treats those queries as separate searches with different intent.
3. However, if the SERPs have a lot of overlap, marketers can treat them as the same query.

The overlap test aligns a content strategy with how search engines actually interpret intent. Instead of guessing whether two keywords belong on the same page, marketers are using real SERP data to decide. They can then avoid combining mismatched intents (which weakens rankings) or splitting similar ones (which leads to keyword cannibalization).

By ensuring each page has a clear, focused purpose, content strategists improve their chances of ranking and being selected in search.

17. Aim for featured snippets and AI Overviews in SERPs.

Search visibility is no longer limited to rankings and clicks. A growing number of queries now result in zero-click experiences, where users get answers directly from the SERP or AI-generated responses. AI Overviews are increasingly replacing featured snippets by generating responses that synthesize information from multiple sources.

Zero-click shifts the goal of SEO. Teams should focus on both traffic and citations. To make sure a brand is featured, teams should look at:

• AI-generated answers and overviews.
• Featured snippets.
• “People Also Ask” and other SERP features.
• Citations and brand mentions within summaries.

In this environment, success is measured not just by clicks, but by whether the content appears in answers — and whether users encounter a brand before ever visiting the site.

Featured snippets still play a role, but they are no longer the primary goal. Instead, they act as one of several extraction points that feed into broader AI-generated answers. With featured snippets dropping 64% between January and June 2025, the focus has shifted from “winning the snippet” to being included wherever answers appear.

To compete across both featured snippets and AI-generated results, content should be:

• Clear and precise. Directly answer questions under descriptive headings.
• Structured. Use lists, tables, and concise paragraphs for easy extraction.
• Comprehensive. Go beyond a single answer by adding context, related subtopics, and follow-up questions.
• Authoritative. Create content that demonstrates expertise, stays accurate over time, and reflects credible information.
• Extractable. Content is written in clear chunks of information that provide a complete answer that an AI can excerpt.

Done well, this approach helps a website rank and helps a brand’s content get chosen for rich SERP features and AI answers.

18. Implement a historical optimization strategy.

Historical optimization improves the performance of older content. Marketers should refresh blogs with new information and SEO tactics. Teams can also see where a post underperforms and restructure sections to include clearer, answer-first formatting. With historical optimization, teams can build upon their existing organic value and user engagement to improve traffic.

We discovered the importance of updating posts in 2015. Pam Vaughn, a marketing fellow at HubSpot and web strategy expert, made a revolutionary discovery about HubSpot’s organic blog traffic: The overwhelming majority of engagement came from old posts.

Historical optimization isn’t for everyone, though. It’s a strategy catered to a blog that:

• Generates a significant amount of organic traffic.
• Has a considerable number of blog subscribers.
• Has social media followers that can supply a surge of traffic, shares, and backlinks to updates.
• Owns a substantial repository of old posts that are worth refreshing and republishing.

If a business has all four of these things, implementing a historical optimization strategy is a good move. Check out this blog post written by Vaughn herself to learn more about historical optimization.

Where AI Search Comes Into Play

By now, the pattern should be clear: Modern SEO isn’t just about ranking. The strategy involves being understood, trusted, and selected. As AI-driven search experiences grow, the goal is to ensure content is discoverable and usable within generated answers.

Optimizing for AI visibility isn’t separate from SEO. In fact, targeted SEO improvements can have AEO benefits. Making sure content covers real search intent and creating well-structured posts can improve appearances in both types of search. To strengthen that visibility, marketers should focus on making content easy for both humans and machines to interpret. Best practices include:

• Leading with clear, concise answers to specific questions.
• Using descriptive headings and logical structure.
• Formatting content with bullets, lists, and tables where helpful.
• Providing context that reinforces expertise and trust.
• Keeping information accurate, consistent, and up to date.

When the SEO foundation is strong, optimizing for AI visibility becomes a natural extension of the work teams are already doing. This is where having the right visibility layer becomes critical.

Marketing Hub Pro and Enterprise have AEO features that show marketers exactly where the gaps are and what to do to improve visibility across answer engines. HubSpot AEO provides insights to teams that don't have a Marketing Hub subscription. 

Frequently Asked Questions About AEO Tips

What is the 80/20 rule for SEO?

The 80/20 rule in SEO means that a small portion of your efforts (20%) typically drives the majority of your results (80% of outcomes). In practice, this often looks like a handful of high-performing pages, keywords, or optimizations generating most of your organic traffic.

Instead of trying to optimize everything equally, strong SEO strategies focus on identifying and doubling down on those high-impact opportunities.

Is SEO being phased out?

SEO isn’t being phased out — it’s evolving. While AI-driven search experiences (like generative answers and zero-click results) are changing how users interact with search engines, the core principles of SEO still matter.

What’s changing is how visibility is earned. SEOs now need to optimize not just for rankings, but for inclusion in AI-generated answers, featured snippets, and broader search ecosystems. Adaptation is key, but the discipline itself remains essential.

Can ChatGPT do an SEO Audit?

ChatGPT can help with parts of an SEO audit, especially content-related analysis. It can also guide strategy, interpret data, and suggest improvements. However, it can’t replace dedicated SEO tools when it comes to technical crawling, indexation status, backlink analysis, or accurate traffic data.

A complete audit typically combines AI-assisted insights with specialized tools to get a full, reliable picture of performance.

SEO is an ever-evolving landscape.

SEO isn’t disappearing. The fundamentals matter more than ever, even as answer engine searches grow. For marketers, this shift doesn’t require a complete reset. It requires prioritization.

Teams should focus first on the highest-impact opportunities: aligning content with search intent, improving site health, and strengthening authority. From there, they can layer in optimizations that improve visibility in AI-generated results.

Teams also need tools that measure their presence beyond traditional rankings. AEO features in Marketing Hub Pro and Enterprise give marketers a clear view of how their brand appears in AI-generated answers, along with concrete recommendations for strengthening visibility. HubSpot AEO makes AI citation information available for those without a Marketing Hub subscription.

 Paired with a strong SEO foundation, this kind of insight helps teams stay competitive as discovery continues to shift.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

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