HubSpot includes built-in SEO tools for keyword research and topic planning. On-page optimisation and search performance monitoring sit in the same platform as your CRM and content tools, which removes the need to move between separate applications for everyday content work.
This guide covers what each part of the SEO toolset does and when it makes sense to use it over a dedicated SEO platform.
Go to Settings. Open Website, then Domains. Verify your primary domain so Search Console data ties to the correct property.
Open Settings, then Integrations. Connect your Search Console property. HubSpot will import impressions and click data for your pages.
Navigate to Marketing, then SEO. Click “Create Topic,” enter your core subject, and browse the keyword suggestions. Assign existing pages or flag ones still to be created.
Open any HubSpot page or blog post. In the right panel, click the SEO tab and enter your focus keyword. The panel will score the page and list what needs fixing.
Open the Recommendations tab under Marketing > SEO. Start with broken links and missing meta descriptions before moving to lower-priority issues.
What does the HubSpot SEO toolset include?
The SEO tools are part of Marketing Hub and cover four main areas.
The page optimisation panel appears on every HubSpot-hosted page. It scores the page against your focus keyword, checking the title tag and URL slug. The meta description and body text are also scanned, along with image alt text and load speed via a Lighthouse integration.
The topic cluster builder lets you map a pillar page to supporting cluster pages. It tracks which subtopics still need content and shows the internal linking structure as a visual diagram.
The SEO recommendations section runs a site-wide technical audit, surfacing issues you can action by priority.
The Search Console integration pulls organic performance data into HubSpot reporting, so you can see impressions and click-through rates without leaving the platform.
How does the topic cluster model work?
A topic cluster groups content around one broad subject. The pillar page covers the topic comprehensively. Cluster pages go deeper on narrower subtopics and link back to the pillar. HubSpot’s cluster builder visualises this as a spoke diagram: the pillar sits at the centre, and each subtopic extends outward.
You start by creating a core topic. Search for related subtopics using the built-in keyword tool and assign existing pages to each one. The diagram shows which subtopics are covered and which still need new content.
When cluster pages link back to the pillar, the internal linking pattern reinforces that the pillar is the authoritative page on the subject. For teams building out a content strategy, the cluster builder is the most useful planning surface in the SEO toolset.
If you are already publishing a HubSpot blog, you can map existing posts into clusters without rebuilding anything. See the HubSpot blog tool guide for how the blog setup fits this workflow.
What does the page optimisation panel check?
When you set a focus keyword on a HubSpot page, the SEO panel checks whether the keyword appears in the title tag and URL slug. It also checks the meta description and body text separately. Image alt text and the presence of an H1 heading are checked too. Each item returns a pass or a flag.
The panel does not do competitor analysis or backlink auditing. Its job is to confirm that each page you publish meets a consistent on-page baseline before it goes live.
Landing pages in HubSpot use the same panel. See the HubSpot landing pages guide for how landing page settings connect to the SEO workflow.
What does the SEO recommendations section find?
The recommendations section crawls your HubSpot-hosted site and groups technical issues by type. Common findings include:
- Pages without a meta description
- Pages with duplicate title tags
- Broken internal links
- Images missing alt attributes
- Pages without structured data
Each finding shows the affected URL and a priority level. You can assign issues to team members from the list. The audit refreshes as you publish new content, so it acts as an ongoing quality check rather than a one-off report.
When does the HubSpot SEO tool fit vs a dedicated platform?
HubSpot’s SEO tools work best for teams already building and publishing content in HubSpot. The integration removes export steps and keeps the content-to-publish workflow in one place. For small teams without a separate SEO platform, the toolset covers the essentials: on-page scoring and technical auditing, plus Search Console data in the same dashboard.
Dedicated SEO platforms offer more depth. Tools like Ahrefs or SEMrush provide comprehensive backlink data and rank tracking at scale, as well as log file analysis for large sites. If you are running a high-volume content operation or competing in a saturated niche, that level of data is worth the additional cost.
For most HubSpot users, the built-in tools work well as a quality gate on each publish without requiring a separate subscription. Pairing them with the HubSpot website pages guide gives a clear picture of how website and blog content work together on the platform.
How do you view search performance inside HubSpot?
Once Search Console is connected, HubSpot shows impressions and click data for your pages. Click-through rate and average ranking position are also available in the Traffic Analytics report alongside session data from other channels.
This is useful for spotting pages that receive impressions but low clicks. That gap usually points to a title or meta description that does not match search intent. Seeing it in HubSpot without a separate export step saves time for routine content checks.
For deeper analysis, Search Console directly or GA4 give more control over date range filters and query breakdowns. HubSpot’s integration covers the data most content teams need for weekly decisions.
Frequently asked questions
Do I need Marketing Hub Professional for the SEO tools?
Topic clusters and keyword research require Marketing Hub Professional or above. The basic page optimisation panel is available on lower tiers.
Can I use HubSpot SEO tools on a non-HubSpot website?
The on-page panel and recommendations only apply to HubSpot-hosted pages. The Search Console integration is also tied to your HubSpot-hosted content.
How accurate is the keyword research in HubSpot?
It uses third-party data comparable to similar tools. It works well for topic discovery and cluster planning. For competitive keyword targeting, cross-referencing with a dedicated research tool gives a more complete picture.
How often should I review SEO recommendations?
Check after publishing a batch of new pages and after significant site changes. Monthly reviews are sufficient for most content operations.
Is this site affiliated with HubSpot?
This is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc.
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