SEO control: Google Search Console integration with HubSpot

SEO control: Google Search Console integration with HubSpot

One thing we noticed early on and often: Searching the web has changed and continues to do so. Away from rigid keywords and towards thematically relevant, insightful content. The preferences of the users are always in focus. There are many different tools that can be used to perform better SEO controls. Among other things, Google and its Search Console. In this article we briefly describe the Google Search Console and give you the basic tip: Integrate Google directly into your content marketing software!

Free and to the point: the Google Search Console

The Search Console – a free service from Google – supports website operators with specific data analysis for search engine optimization. In this way, you can understand how well individual pages are rated on Google, then optimize your content and achieve a better ranking. 

Reports and tools show the traffic that Google drives to a website. You can see which keywords and search entries are used to find your website and blog article and how large the search is for it. Problems that prevent the best possible evaluation of website content by Google can also be corrected via the Search Console.

To use the Google Search Console , you need a Google account with which you can log into the Search Console. It doesn’t need more.

The big advantage for all HubSpot users:

HubSpot can link the existing Google Search Console to its content strategy tool. This gives you all the latest search data and metrics right in HubSpot. This makes it even easier to analyze the pages and create suitable keywords and content for a specific topic. 

Three ways to get the most out of the Google Search Console integration with HubSpot

1. With which keywords were you found on the web? Means: That was searched for!

Within a topic there are many subtopics. Web users add their own vocabulary to these when they search. The words used can therefore affect the appearance of websites as a result. The way out of this dilemma: If you want to be seen properly on Google, you need expert status on a specific topic. 

Visibility – the basis for the best ranking – succeeds for Google when, in addition to the important high-level expressions on a website, the keywords from sub-topics (suitable for complex search queries) are treated on a website from an expert perspective. These subtopics then revolve around a core offering, be it a product or service, that your company is leading to an issue in the portfolio.

But what keywords do people type into Google when looking for solutions to one of their problems? 

By integrating the Google Search Console into HubSpot, users can see directly which terms a visitor has searched for when they land on the website, landing page or blog article.

This information is worth its weight in gold! Because from such subtopic keywords, new content can be generated that uses the language of the target group. Here is an example of what such information can look like. 

As shown in the figure above, you too can write and publish your own articles on your core topics and then gain valuable input through the integrated Google evaluation.

This keyword input can then be dealt with in depth in new articles as a core topic.
Or an important keyword is added to already existing, suitable articles. This is also convenient and easy with HubSpot.  

This creates a separate knowledge archive for potential customers, which Google & Co. recognizes as a professional expertise network. And that really means sustainable and efficient SEO work!

we also offer a comprehensive SEO report that contains a free on-page analysis for your website. Get a picture of the success of your current search engine optimization efforts: 

2. Which keywords match your subject areas? Means: knowing today what will be relevant tomorrow!

To date, attempts are being made to incorporate keywords into web content as frequently and in different variants as possible in order to rank highly. However, that’s not how search engines work anymore. 

Algorithms are now so intelligent that they recognize connections, develop them further and sort content more and more individually according to relevance for the searcher. 

By integrating the Google Search Console into HubSpot, you will receive suggestions for keywords that – coming from actual representatives of your desired customers or personas – are directly topic-oriented for your offers.

3. How is your content performing on Google? Means: Your content strategy works that well!

By combining the Google Search Console and HubSpot Content Management, you get access to three valuable metrics and see how your web content is performing much earlier.
You can see these metrics on HubSpot in the content strategy tool and on the Optimization tab in page or blog post details. These are:

Average position

All search results have a numeric value that indicates their position on Google’s search engine results page (SERP). The position of each element is calculated regularly. 

The resulting number offers everyone a first indication of the visibility of their own content on the web: the smaller the number, the higher up they appear in the search results.

It’s important to know that this number may differ from the results you would personally get for a given topic. Because the results of every search process are always influenced by location, status, previous search history or certain device types. 

The average position from Google Search Console, on the other hand, includes all results, regardless of device or demographic data.

Total number of impressions

Whenever your content appears in a user’s search results, Google counts an impression .
Note that an impression is counted even if the searcher doesn’t scroll to the URL. 

However, impressions give you a sense of how viewable your content is overall, even if it’s not yet on the first page of Google.

Your company can then decide more competently whether it is worth linking the article even more deeply with existing content or, if necessary, optimizing a separate page for a specific keyword.

Average CTR

Average click-through rate is the average number of people who clicked on your content from the Google search results page.
Important: If a contact clicks on the URL several times, this is only counted individually. 

This metric tells you where you might want to reconsider your headline or meta description to increase CTR. 

A content strategy is therefore an advantage for holistic and optimal SEO control. Because if you follow a content strategy for your content, Google supports it with SEO control.

The search engine thanks you in turn with free services that measure the relevance and success of your pages and at the same time help to further develop the digital visibility of your content.

The content strategy as a solution

Technical development, quality and demands of search engines are based on categorizing content offers in the best possible way. 

Ask yourself:

Does your web content fit into the right categories? Does the content you publish match what you offer and what you are an expert in? Because the content must be clearly assignable for Google. This is the only way algorithms can analyze whether and how the classification of your content corresponds to habits and questions that people research on the Internet. 

The basis of every ranking success is therefore a strategic linking of content offers from an expert perspective to the search queries of your potential customers. In this way, links can be derived for algorithms and specific questions from users are answered in the best possible way. 

That’s why we recommend all companies to have a content strategy.

The best way to do this is with integrative software such as HubSpot . If you deliver the right content to the right person at the right time and in the right place, Google recognizes this joint success and rewards it with the best ranking.

A content strategy needs the right tool mix

Content is the focus of every online marketing strategy. The complexity of the digital approach forces the use of digital software tools such as CMS and CRM systems. 

LANGEundPFLANZ works with the inbound marketing software HubSpot, which introduced a content strategy tool early on due to the changed search behavior on the web . HubSpot thus supplemented the content management module and has long been in line with digital evolution. Because here – with a sensible content and SEO strategy – so-called topic clusters are the focus instead of specific keywords.

The success of this strategy quickly spread and became the new standard. Since then, many marketers have regularly faced the challenge of finding new ideas for topic clusters that are relevant to their desired readers.

Conclusion

Algorithms and the politics of large companies are increasingly determining how web content is found on the web. That means a direct impact on how visible we actually are there. 

With the help of the Google Search Console, valuable key figures can be evaluated in HubSpot, which companies can use to optimize their content.
This means advantages for the agility of a content strategy. It ensures the goal of making your company visible as a team of experts .

Real digital marketing has synergies at this point. HubSpot users, for example, can integrate the Google Search Console into your content strategy at HubSpot and thus receive direct improvements and ideas for their posts. This saves time and also helps to optimize Google rankings.

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