How Can HubSpot Enhance Performance With My Marketing Efforts?
HubSpot has quickly become one of the worlds most respected CRM and inbound marketing platform, with over 50,000 customers including Casio, Suzuki, Tui and more. Inbound marketing is the concept of generating leads or sales through the use of internal digital strategies, such as blogging, creating new landing pages and search engine optimisation.
There is an array of benefits that HubSpot can do to boost your SEO strategy. By improving your SEO techniques through tailored inbound marketing, you will soon be able to see improvements to the visibility of your site.
Inbound can be seen as predominantly blogging, which is true to an extent. Blogging through the HubSpot platform can help give your SEO strategy a boost in the right direction. HubSpot recommend creating pillar pages and topic cluster pages, which you can then use as a wider strategy that includes blog posts to drive traffic to your site, as well as improving the organic rankings. According to HubSpot Academy Professors, there are three factors that are taken into place when search engines determine the ranking of your landing page:
- Is the page discoverable? This is the crawling stage, when search engines search for your landing page.
- Is the topic and content relevant to the search term? This stage is called indexing, which is when search engines go through the landing page, picking out keywords and phrases, along with taking into account the H1, H2s etc.
- Finally, is your site credible enough to be classed as trustworthy? This determines where your site will be ranked on search engine result pages. If your site does not have a high enough authority, the chances of ranking in the top results are slim.
In order to build credibility and authority for your site, a strong backlink profile must be in place.
This is something all SEO specialists should be involved with; backlinks are key for building authority for a website. If a credible and trusted site is linking back to your site, this will help to improve the trustworthiness of your site which in time will help increase rankings. A strong trust score and domain authority is a huge determining factor when it comes to search engines rankings.
Link building is becoming more difficult, with many agencies and businesses collaborating on posts and creating sponsored content, it is getting very hard to organically earn backlinks from highly trusted sites. In order to earn high quality, organic links from trusted sites, you need to ask yourself this question; is what I am writing compelling enough for a reader to link to from their site and is it relevant for my targeted sites I want to be placed on?
By creating compelling, relevant and eye-catching content you have a higher chance of links being earned from relevant sites. Developing great content that compels the reader will help to generate more leads or sales for your business, which is ultimately the main aim for your business.
Relationships are also an important factor for link building. There are multiple ways that you can build solid relationships for link building. There are three things that you must keep in mind when building these relationships:
- Is what you are pitching delivering value to the person?
- Can you create a compelling case for your guest post that is bound to catch attention?
- What can you offer to the bloggers that makes you stand out?
Once you have answered these questions and have come up with a compelling argument for why you are better suited than other content creators, you can then start pitching to bloggers and journalists. DO NOT send them the article and expect them to just read it, you MUST add some background detail to who you are, what you do, why you are a good fit for them to publish your content and personalise it to the writer you are reaching out to.
Planning & Analytics Tools:
HubSpot offer a wide range of different planning and analytical tools that help your SEO strategy. By going to Marketing > Planning and Strategy > SEO, you can start by planning a key topic that you are looking to base your content around, for example inbound marketing. You can then add a ‘cluster’ of content and keywords on a spider diagram in order to bind together your content that fits in well with your topic. As an example, I would link this post to my inbound marketing pillar page using the HubSpot platform, along with keywords such as inbound marketing, HubSpot SEO, SEO strategy etc.
By planning your strategy, you have more clarity in what you are looking to achieve from the campaigns that are put in place.
HubSpot’s platform offer the option to create landing pages for certain areas of your site that you would like to draw more attention to. Creating landing pages allows you to change the wording, design and overall experience a customer will gain from the site.
A great way to determine what would make a great landing page for your site would be to see what the most popular areas of your site are, along with the most popular search terms. From this, you can plan ideas for landing pages for areas of your site that do not have their own individual page.
HubSpot integrates this fantastic feature within their platform, which allows a much easier process in terms of managing your landing pages. Linking this to the planning and analytical tools used within the platform, you will be able to go into far detail on what would be the most beneficial landing pages for your business.
In conclusion, HubSpot is a fantastic platform that works alongside your SEO and digital strategy. The wide marketing features help to tailor and fine tune your marketing efforts to ensure optimal performance throughout the course of your campaigns.
If you would like to find out more about how HubSpot and digital marketing can help your company grow through the use of inbound marketing, call us on 0113 237 5100 or fill in our contact form here