Content Strategy

Analyze topic performance

Last updated: March 15, 2019

Applies to:

Marketing Hub Professional, Enterprise
Legacy Marketing Hub Basic
HubSpot CMS

You can see how your topics are performing on your SEO dashboard and in the traffic analytics tool. Marketing Hub Professional and Enterprise accounts can also see detailed pillar page and subtopic content performance.

Please note: enabling the Google Search Console integration provides additional metrics for your topic's performance. 


SEO dashboard

The SEO dashboard displays a high level overview of your topics' performance. You can see the total number of sessions, average session length, bounce rate, inbound links, and monthly search volume for each topic.

  • In your HubSpot account, navigate to Marketing > Planning and Strategy > SEO.

  • Use the Date range dropdown menu at the top to filter these performance metrics by a specific time period.
  • To edit the metrics shown here:
    • In the upper right, click Switch Columns
    • Select the checkbox for each metric you want to display (up to five). 
    • Click Save to apply these changes to your SEO dashboard.

switch-seo-dashboard-metrics

Please note:
  • Metrics relating to sessions will only include sessions from organic traffic as this is a SEO tool.
  • Inbound links are detected via referral traffic. If a visitor comes to your site from a link on an external site, the number of inbound links will update to reflect that link.

 

Pillar page and subtopic keyword content performance

If you have a HubSpot Marketing Hub Professional or Enterprise account, you can view performance metrics for your topic, pillar page, and subtopic keyword content.

  • In your HubSpot account, navigate to Marketing > Planning and Strategy > SEO.
  • Click the name of a topic.
  • Click the Content Performance tab.
  • In the upper left, use the Date range dropdown menu to filter your data by a specific time period.

The Pillar Page section shows the pillar page attached for the topic and its performance. Click the name of the pillar page to navigate to its detailed page performance.

The Subtopic content section shows all of your supporting content:

Topic analytics

HubSpot Marketing Hub Professional or Enterprise accounts can view and compare detailed topic analytics.
  • In your HubSpot account, navigate to Marketing > Planning and Strategy > SEO.
  • In the upper right, click View topic analytics.
  • In the upper left, use the Date range and Frequency dropdown menus to filter your data by a specific time period.
  • Click the dropdown menu in the upper left of the chart and select the metric you want to view:
    • Sessions: the number of organic traffic sessions that started with a view to content in a topic. Learn more about how sessions are calculated.
    • Contact conversion rate: the number of contacts divided by the number of organic traffic sessions.
    • New contacts: the number of new contacts created in HubSpot whose organic traffic sessions started with a view to content in a topic.
    • Customer conversion rate: the number of customers divided by the number of organic traffic sessions that started with a view to content in a topic.
    • Customers: the number of customers who first converted on content in a topic.
    • Bounce rate: the percentage of visitors to a page within a topic who navigate away from the site after viewing only one page.
    • New visitor sessions: the number of new unique visitors to a page within a topic.
    • New session %: the percentage of new visitors' organic traffic sessions that started with a view to content in a topic.
    • Page views/sessions: the average number of page views per organic traffic session.
    • Avg. session length: the average duration of a visitor's organic traffic session.

  • In the table below, select a topic checkbox to include it in the chart. Select multiple topics to compare their impact.
  • To customize the metrics that appear in the table, click Edit columns in the upper right. Select the checkbox for each metric you want to display (up to seven). 
  • To drill down further into a topic's data, click the topic name, then click a subtopic name to view data for individual pages associated with that topic.

Please note: if a topic has no page views on its associated pages, it will not appear in topic analytics.

To export a report of your topic performance:
  • In the upper right of the chart, click Export.
  • Enter an email title, select a file type, and enter the email address to receive this file. Then, click Export.