Grow Your Business with Search Engine Optimization & Keywords Using HubSpot Software
Peacock Media has just entered the Upstate New York market, servicing personal brands and high-growth, high-tech startups in Syracuse, Rochester, Buffalo, Ithaca and Utica, NY. Using HubSpot's Keyword Tool, we have started adding in the keywords about our business and industry we want to monitor and rank for in search results.
We want to help you do the same. If you’ve already read through our series on Search Engine Optimization and Keywords, you know we explored:
- How Keywords are Essential to Search
- How to Create Content Around Keywords
- Why to Include Relevant Links in Content
- How to Create Great User Experience with a Mobile Site
- How to Earn Links to Your Content for Improved Search Results
Now it’s time to use HubSpot’s number 1 marketing and sales software to generate more leads and sales for your company.
Using HubSpot’s Keyword Tool, you can monitor both short (broad) and long-tail keywords (specific phrases) to uncover the best strategy to increase the visibility of your website by ranking higher in the search results of your target audiences.
Using keyword research, you have already discovered the questions and problems your Buyer Personas have in each stage of the buyer’s journey. These are the keywords most important to your business, and therefore the keywords you want to start creating content around.
To help keep things organized, HubSpot offers ways to group keywords under campaigns, so you can start acquiring the necessary content to promote your brand using web pages, blogs, landing pages, videos, infographics, case studies, etc.
The HubSpot Keyword Tool also allows you to ‘get suggestions’ for keywords. By entering a search term or url the tool automatically supplies users with more keyword options based your query.
Now your are able to track these short and long-tail keywords to see if your website, blog or landing pages are ranking for any of them, and best create a strategy on how to rank in the first page of search results.
Because there can be hundreds of keywords associated with your business and industry, use HubSpot to drill down into the keyword data provided to in your HubSpot dashboard.
First look at the number of monthly searches to identify keywords with substantial volume of search queries, though your strategy is to choose a number based on the amount of traffic you’d like to get to your website. Sometimes less is more, especially given the other factors we’re about to address. Even if a keyword is searched infrequently, it shouldn’t be discounted, especially if you serve a niche market or have a unique product in a particular industry. If the keyword is relevant to your company, service or product, even 10 people searching for it could be your next customers.
Next use HubSpot Keyword Tool to assess the difficult score. This is number represents the difficulty you’ll face breaking into the front page of search results for a specific keyword or keyword phrase. As a HubSpot best practice, experts suggests aiming for keywords with a difficulty score under 65.
Finally look at your current rank for the keyword. This is your site’s approximate ranking in search engine results. A rank of 1 means you are the first website to show up with that keyword is searched for online. The HubSpot Keyword Tool will even show you if you have recently moved up or down in ranking for each keyword. You can also do a deep dive and analyze your performance on each keyword in your dashboard. Here you’ll see all the pages that use the keyword, and your current rank.
Now you have a great idea on which keywords to create content around because they are the ones you have an opportunity to best rank for in search results.
HubSpot’s Keyword Tool also sorts information to find what opportunities to begin ranking for a keyword. This shows you good ranking opportunities for your company by showing you the keywords you rank for currently, but aren’t yet seen in the first page of search results. Here’s your chance to create optimized content around these keywords to move the needle.
The same process can be used to see what keywords provide conversion opportunities. This means what keywords can best attract online users to your website and convert them into leads and sales for your company. Conversion opportunities are keywords that are already generating traffic to your website, but aren’t converting visitors into leads just yet. To drive conversion, we suggest adding a call-to-action to the pages that rank for that keyword, and link to an enticing offer.
Important Note: Since Google encrypted its search results, this filter will only be active for other search results that still allow HubSpot to track visits from specific keywords. Don’t worry, you can still use Google Analytics to gather this data and continue your strategy of building content around the keywords you’d like your company to rank for in Google search results.
After you’re satisfied and you’re ranking for your desired keywords, use the HubSpot Keyword Tool to find long-tail keyword opportunities. All short keywords can be expanded on. For example, from “HubSpot Specialists,” you can start creating content for “HubSpot Specialists in Syracuse, NY.”
But probably the coolest feature offered by HubSpot Keyword Tool is the ability to assess your competition. More specifically, you can see what keywords your competitors are currently ranking for and continue building on your strategy to rank above them in search results for those keywords. If your competitor is ranking well for a specific keyword, and there’s not a huge difference between how well your website is ranking, you’ve just uncovered a fantastic opportunity for your business! All you have to do is focus your SEO efforts on those keywords to beat out your competition.
How we doing? If you found this Peacock Media blog useful for helping your business rank higher in search results, or you have questions on what to do next. Submit a comment below. We want to learn and hear from you.