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Using This SEO Template

This SEO Template will let you organize your website's on-page SEO Additional Tips:
(search engine optimization). It will help you formulate a plan, make it * Plan each SEO eleme
easier to coordinate pages and keywords, and allow you to track both * Use a variation of the
changes and results all in one place. To make this template easy to use, * Optimize each page f
this cover sheet will break down how to use each section within the * Once you finalize you
template, highlighting the nuances of the layout and while providing website, or pass the wo
tips for to help you maximize your productivity using this template. implement for you.
Note: This will take time

Column A: Content Type Next Step:


The content type denotes the type of page you are working on. Is it
your home page or an internal page? Is it a landing page or a blog Simplify your search e
post? A product page or a thank-you page? It's important to note which tool for free. While thi
page you are editing to keep track of how the edits relate to the overall SEO through planning
mission of that page. how all your work is re

The HubSpot Keyword


competitors are curre
Column B: Current URL keywords you should
The current URL is something that can be entered manually or
exported from a site crawler report. HubSpot's Page Performance tool
(under Reports) allows you to export all indexed pages on your site.
From that exported document, you can simply copy and paste the
URLs. If you are not using HubSpot you can try using a free tool like
Xenu's link crawler (http://xenus-link-sleuth.en.softonic.com).

NOTE: You will inevitably have to do some sort of file clean up on this
file import. In addition to the pages you want to review, most tools will
export pages from your webiste that you may not want to optimize.
Organize your template/spreadsheet by order of importance and focus
on optimizing 5-10 pages a week based on the URL. This will allow you
to pace yourself and use your time wisely on the road to optimization.

Column C: Current Page Title


The current page title is as simple as it sounds -- the current title of the
page you have selected to optimize. Page titles can be exported with
either tool mentioned above (in the "current URL" section).

Column E: Current Page Description


The current page description is a simple the description of your page. It
is also commonly referred to as the page's meta description. Page
descriptions can be exported with either tool mentioned above (in the
"current URL" section).
Column G: What's the purpose of the page?
Define the overall goal of this page. This is something you will want to
manually define (perhaps for each page or for a group of pages). Is it to
provide product information, define a solution, serve as FAQ, promote
an event? What's the end goal? Has the content on this page delivered
that purpose?

Column H: Who is the target audience?


On-page SEO starts with this key concept. Your target audience, or
buyer persona, is the market for whom you are writing your content. If
you don't know who you are writing for, or who you are trying to attract
through your SEO tactics, your content will be aimless. Clearly define
which persona type each page targets.

Column J: Edit Date


Make a manual note of the date each time you edit a particular page.
In the end you cannot edit all pages at once, so it is important to note
when changes occurred -- especially if you have to report progress
back to someone else, such as a boss or a client.

Column K: New Page Title


This is where the planning for your new SEO strategy begins. Manually
note/plan new page titles for a particular page. The goal here is to lay
out the purpose of the page without being redundant. Best practice for
page titles is "Keyword | Keyword Variation." See an example on the
optimization template.

Column L: Page Title Length


The length columns will make sure that you adhere to certain character
limits. The recommended length for page titles is 70 characters. This
temlate automatically calculates page length for you.

TIP: A quick and easy way to kick off your optimization project is to
update all page titles longer than 70 characters.

Column L: New Page Description


Enter your new page description. Descriptions should be one short,
declarative sentence that incorporates your keyword -- which you laid it
out in your page title -- in some form. The page content should not just
repeat verbatim the content you have it on the page itself.

Column N: Page Description Length


The length columns will make sure that you adhere to certain character
limits. This will automatically be calculated for you. The recommended
length for page titles is 150 characters.

Column O: Target Keyword


Think of your target keyword as the designated topic for a particular
page. Define only one topic per page. This allows you to go more in
depth and provide detailed information. This means that you are also
only optimizing for one keyword per page.

NOTE: There a few exceptions to this rule. For instance, your home page
would be a potential candidate for multiple target keywords. The goal
of your home page is to explain what your entire website/business, and
you may need a few keywords (four typically) to do that.

Column P: Content
Aim to have at least 500 words per page. Your content needs to be
thorough, clear and provide solutions. Again, write for your target
audience. How can you help them? Compelling content is also error
free - check spelling and grammar. Format content to make it easier to
read and digest.

Column Q: Header
Define what you will use as a header to introduce your content.
Formatting your headers helps make content easier to read and digest.
It also provides visual cues to your readers and search engines.
Typically the very first header is an H1, or header one, on a page.
However, if you have clearly defined the purpose of the page
somewhere at the top, you may not need to strictly follow this design
rule.

Column R: Subheaders
Subheaders serve the same purpose as headers, but to introduce sub-
sections of your content. Use sub-headers to visually break up your
content into smaller bite size chunks.

Columns S-T: Images


Another great visual cue to offer your readers is an image. An image on
your page is a great anchor and draw to your content, particularly for
blog posts. Ensure the image is relevant, related to your content and
large enough to draw interest. Aditionally, name the image file
appropriately. Includea keyword and context with your image name. For
instance, opt for a descriptive "keyword_and_how_it_relates.jpg" rather
than "image123.jpg". Provide an alt text description whenever possible.
Columns U-V: Internal links
Anytime you include references to other sources or pages in your
content, you need to provide a link to that referring source - whether it
is your own content or an external source. When you link to outside
sources you have the option of passing SEO credit or not. If you decide
not to pass credit, that link becomes "no-follow" link. A "no-follow" link
means a search engine crawler will not follow that URL/link. However,
as long as the site is reputable, the best practice is to provide SEO
credit to that source as you link to it. Linking to other pages is used to
cite sources and to provides more in-depth information. For instance, if
you have an overview page where the goal is just to highlight and
briefly touch upon a subject, and you have a deeper internal page that
goes into more detail, it makes sense to link to that internal page from
your overview. The text you use to create the hyperlink is called the
anchor text. Often, you'll see the words "click here" or "read more" as
anchor text. That works when appropriate, however, whenever possible
naturally incorporate a few words (ideally including a keyword) to the
referring page.

Column W: Social Media Sharing


How people use your content is a critical factor of a page's
performance, and social media sharing is a big component of your site
SEO. Make it easy for people to share your content by including share
links in a visible place.

Column AA: Calls-to-action


Every page of your website is a conversion opportunity. To make this
possible, include at least one call-to-action on every page. Many pages
may have multiple calls-to-action. When possible include a call-to-
action at each stage of the buying funnel - top of the funnel (TOFU),
middle of the funnel (MOFU) and bottom of the funnel (BOFU). As you
add or edit/update calls-to-action (perhaps making them more
relevant), be sure to also note conversion rate changes.

Column AG: Notes


Make notes if needed. You may want to note if a page needs to be
updated entirely because the content is out of date. Or perhaps a topic
needs to be explained further and thus you want to blog more about it.
Note if a page needs to be movedm if the URL changes, or if a 301
redirect needs to be set up. It's a good place to track to-dos.
dditional Tips:
Plan each SEO element in columns B-AE on the next tab.
Use a variation of the "Target Keyword" in each element.
Optimize each page for one term only.
Once you finalize your SEO plans, implement these changes on your
ebsite, or pass the work along to someone (IT or a third party) to
mplement for you.
ote: This will take time to complete, aim to work on 5-10 pages a week.

Next Step:
implify your search engine optimization by trying HubSpot's SEO
ool for free. While this template will help you organize your on-page
EO through planning and tracking, it's important to then monitor
ow all your work is returning results.

he HubSpot Keywords shows you which terms you and your


ompetitors are currently ranking for, and helps you understand the
eywords you should be targeting.

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Scroll to the right to complete template >>
Plan each SEO element in columns B-AE. Use a variation of your Target Keyword in each element.

Content Type Current URL

i.e. website page, blog


post, landing page etc.

Example
http://www.domain.com
(home page)
Home Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
e template >>
B-AE. Use a variation of your Target Keyword in each element.

Current Page Title

Company Name :: Internet Marketing Systems, Internet Marketing, Marketing Software


Length Current Page Description Length

70 character 150 character


max max

82 Internet Marketing Software, Internet Marketing, Marketing Software 67

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What's the purpose of the page? Who is the target audience?

define value proposition define persona

home page, explain scope of businessenterprise, 200+ employees, technical


Marketing Campaign Edit Date

list each related campaign

Branding and Social Media Campaign MM-DD-YY


Title
New Page Title
Length

70 characters max, separate keyword phrases w/pipes


(keyword | keyword)

Internet Marketing Software | Product Name & Type 49

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Description
New Page Description
Length

150 characters max. Short sentence.

Company name's internet marketing software has XYZ for XYZ persona. 67

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Target Keyword Content

Internet Marketing
needs to be updated. See Google doc.
Software
Header Subheaders

All-in-one Internet Marketing SoftwareProduct specific sections


Images

keyword inclusive file name

/images/internet_marketing_software_demo.jpg
Images

alt text

free demo of our internet marketing software


Internal Links

anchor text(s)

links to specific product pages and case studies, link to landing pages
Social
ks Media
Sharing
destination page(s) y/n Top of the Funnel (TOFU)

http://www.domain.com/internal-page Yes whitepaper download


Calls to Actions

TOFU Pre Optimization TOFU Post Optimization Middle of the Funnel MOFU Pre Optimization
Conversion Rate Conversion Rate (MOFU) Conversion Rate

12% 25% needs to be worked on NA


NOTE
S
BOFU Pre BOFU Post
MOFU Post Optimization Bottom of the
Optimization Optimization
Conversion Rate Funnel (BOFU)
Conversion Rate Conversion Rate

13% free demo offer 5% 15%


Keywords Tool in HubSpot
The first step in getting found online is understanding what terms people are using to
search for your products or services. HubSpot makes it easy to identify high-volume, non-
competitive terms that you can optimize in order to attract relevant traffic to your site.

Find out what keywords you’re ranking for, and track your progress over time.
See what keywords your competitors rank for and how they compare to you.
Generate a list of alternatives to keywords that aren't converting.

Overview
Use the HubSpot Keyword tool along with the optimization template when you want to:
*Get more traffic to any of your website pages.
*Find a variation of a keyword that’s easier to rank for.
*Brainstorm a new blog post title or other content ideas.
*Discover opportunities to overtake competitors in search.

Instructions
1. Log Into Your HubSpot Trial to Access the Keywords Tool
Go to Content > Keywords.

2. Add Keywords to the Keywords Tool


First, you'll want to add keywords that are relevant to your business. Click on the "Add
Keywords" button.
If you already have a list of keywords you'd like to add to the Keywords tool, you can paste
them into the text field (using one keyword on each line).

You can then select the campaigns to associate with these new keywords.
Grouping your keywords by "marketing campaigns" allows you to organize your entire list
of keywords according to topic, which will help you prioritize your SEO. You'll have a
different campaign for different topics, such as different products you offer, different
audience segments that you target.

3. Brainstorm and Choose Keywords to Target On Your Site


If you'd like some help brainstorming keywords, click the Get Suggestions button.

You can go back to the main Keywords view to see the list of all of your keywords at any
time. You can also filter by the campaigns you create to see only the data for your new
keywords.

5. Filter Results
You can filter the columns in the Keywords tool to show any three data points at the same
time for a quick comparison.

Here's a breakdown of what each of the metrics mean:

Visits - how many visits via organic search you had after the user searched for this keyword.
This is updated every 24 hours and shows the past thirty days.
Contacts - how many leads via organic search you had after the user searched for this
keyword. This is updated every 24 hours and shows the past thirty days.
Rank - an approximation of where your website ranks for a particular search term in the
search engines' results pages. Note, factors like personalization and localization that the
search engines take into account can influence ranking on a search by search basis.
Monthly Searches - the monthly searches for the exact match of this keyword. This
information is global unless you set a location, when it is then localized.
Difficulty - how hard it will be to rank well for this keyword on a scale of 0-100. Any keyword
with a difficulty above 70 is considered extremely difficult to rank for. When you're first
starting out, you'll want to target keywords with low difficulty (between 0-40) and then
work your way into medium difficulty keywords (40-60) when your site starts getting more
traction, and so on.
CPC - the approximate cost per click if you had been running a paid search campaign
targeting this keyword. If a location is set, this information is localized.
Campaigns - how many campaigns this keyword is assigned to. Click on the number to see
the campaigns.
Date Added - the exact date on which you added a keyword to the Keywords tool.

6. Analyze and Adjust


HubSpot's keywords tool makes it easy for you to find the low hanging fruit. Click on the
"select a recommendation" tab, and then "Ranking Opportunities" to see how you can
improve your keywords.
You can see which keywords you have the opportunity to beat out your competition by
clicking on the Competitors option under Select a recommendation.

Get started on your HubSpot Trial today and start improving your website's SEO now!
More Tips:
* This page describes how to use the HubSpot Keywords tool to
find keywords relevant to your business. You don't need to
purchase anything, simply try it free for 30 days.
* Once you've defined your core set of keywords you can use
the "Optimization Template" to plan your full website
optimization strategy in combination with HubSpot's SEO tools.

Try HubSpot's SEO Tool Free for 30 Days


Like what you see? Start taking advantage of HubSpot's
suite of SEO tools today. With it, you'll be able to do the
following:
Keyword Analysis: Find and track your most effective keywords.
Link Tracking: Track inbound links and the leads they're
generating.
Page-Level SEO: Diagnose and fix poorly ranking sites and pages.

Click here to get started today.

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