HubSpot

HubSpot's Blog Increased Organic Traffic by 45% in Six Months

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The company

HubSpot is a leading growth platform. Over 48,000 customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers.

HubSpot employees in the office

The challenge

We got used to seeing growth in our traffic on a month-by-month basis between 2014 and 2016, without the need to make any changes to our content strategy. But in 2017 we started to see stagnation and even a decline in organic traffic to our blog.

In the last ten years, we’d created tons of content, but it wasn’t structured. We came up with a new content editorial strategy by transitioning the blog’s internal linking system into a pillar-cluster model. As we executed the pillar-clustering process across the entire blog, we needed to be able to track the organic rankings for each pillar to track and monitor the impact of the restructuring, and monitor progress at every stage.

The solution

Brittany Chin, Growth Marketing Manager:

“At HubSpot, we noticed that we had a lot of content, about a lot of topics, but we were having a hard time organising and prioritising where to focus our efforts next. Reorganising our content into topic clusters allowed us to not only give all our well-performing content an extra boost in the search results, but also audit our existing content and revamp the content strategy.

We knew from the outset that a vital element of a successful topic cluster strategy would be the ability to track the impact of what we were doing. Tracking rankings of each pillar or topic enabled us to monitor progress. AccuRanker is the perfect tool for monitoring our SEO strategy as we can add tags to each pillar, and get a clear picture of the performance of each pillar cluster and effectively monitor the traffic at topic level. Our SEO team filters the data and gets a detailed overview of keyword performance so we can act accordingly.”

 

Screenshot from AccuRanker showing filtering and tag options

The capacity to view SERP features was another area of particular importance to the HubSpot SEO team. By tracking when they were being found in featured snippets, for example, they were able to further quantify the validity of the linking structure. 

Advanced features such as the on-demand refreshing of keyword rankings, historical data, and goal setting functions gave the team the possibility to drill down further into the results and the capacity to hyper-focus on different areas of performance.

This ability to effectively hold up a magnifying glass to areas that required in-depth analysis, certain clusters, or semantically linked non-primary keywords, without having to go through mountains of data beforehand, has proved invaluable for the team in how it coordinates with and informs other departments within HubSpot.

The result

The Content and SEO teams meet to discuss progress once a month, analyse the data, and plan for the next few weeks. We examine organic traffic data across our three blog properties, report on featured snippet attainment and loss, our average ranking and share of voice.

In a six month period from August 2017 to February 2018, we saw an increase in our average rank from position 50 to position 24. And as of October 2018, the average rank position is now all the way up to 16. We have seen very strong growth over time and this is thanks to the ability to make data-driven decisions by using AccuRanker to track our organic rankings.

HubSpot's share of voice compared to competitors in AccuRanker

The positive impact of our new content strategy can also be seen in the Share of Voice figures for the same period, where we are dominating the marketplace for our Topic Cluster keywords over the competitors.

After seeing such success with this SEO strategy on the English blog, HubSpot rolled it out to their international blogs last December.

From April to October, HubSpot increased organic traffic to their blog by 45%!
In order to maximize organic traffic to your website content, you need an effective on-page SEO strategy. For that reason, HubSpot teamed up with AccuRanker to create a step-by-step guide to help you improve your content’s ROI.
Click the button below to download the free On-Page SEO Strategy Guide now and learn how to optimise your content to improve your rankings just like HubSpot did.
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