Content Strategy

Create topics

Last updated: May 29, 2019

Applies to:

Marketing Hub  Professional, Enterprise
Legacy Marketing Hub Basic
HubSpot CMS

In the SEO tool, a topic is a grouping of content related to a specific topic. Your content can come from your HubSpot blog posts, landing pages, and website pages as well as your externally hosted content.

Each topic has a pillar page on your main website that's a comprehensive resource about your topic. A topic also includes content written about specific subtopic keywords. Your subtopic keyword content links visitors back to your topic's pillar page. These internal links build up your website's authority for your topic in search engine results.

 

Create a new topic

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

  • In the upper right, click Add a topic.

  • Enter a topic in the text field, then click Add.

    • Review the topic's Monthly Search Volume and Difficulty validation metrics, which you can compare with the metrics for Recommended Topics.

    • To view topic validation data for a different location, click the Country dropdown menu in the upper left and select another location.

  • After researching data for your topic, select the radio button next to the topic you want to write about. Then in the bottom left, click Create Topic.

add-a-topic

  • To attach a pillar page to this topic, click Attach content.
  • In the right panel, attach your pillar page content:
    • To attach an existing HubSpot blog post, landing page or website page:
      • Use the Pillar Page search bar to look up a page or blog post by name or URL.
      • Click the content that appears in your search results to attach it.
    • To link to an external resource:
      • Click Add external URL.
      • Enter the URL of your external page or blog post, then click Save. The external link will be validated by the SEO tool in about 20 seconds.
    • To create a new page or blog post for your topic's pillar page:
      • Click Create a post.
      • Click the Content type dropdown menu to select the content type: blog post, landing page, or website page.
      • Enter a title for your new page or post, then click Create to attach your new draft content.
    • To attach existing content that contains phrases related to your topic, click a piece of content in the Suggested Content section.
Please note: external URLs must have the HubSpot tracking code installed for its internal links to be validated.
  • Select your pillar page, then click Save.

Add subtopic keywords and supporting content

After you've attached a pillar page to your topic, you'll add more supporting content based on subtopic keywords. Subtopic content should include a link back to the topic's pillar page to establish your website's authority for your topic and subtopic keywords in search engine results.

Please note: each topic can have up to 100 subtopic keywords. After adding 20 subtopic keywords, new subtopic keywords must be added in the Content Performance view.

  • In the upper right, click Add subtopic keyword.
  • In the right panel, enter a subtopic keyword, then click Research Subtopic Keyword. You'll see metrics for the average monthly searches for the subtopic keyword, along with a listing of similar subtopic keywords.
  • Select your subtopic keyword, then click Save.

  • Next, you'll be prompted to attach content to this subtopic keyword.
  • In the right panel, attach your supporting content:
    • To attach an existing HubSpot blog post, landing page or website page:
      • Use the Subtopic content search bar to look up a page or blog post by name or URL.
      • Click the content that appears in your search results to attach it.
    • To link to an external resource:
      • Click Add external URL.
      • Enter the URL of your external page or blog post, then click Save. The external link will be validated by the SEO tool in about 20 seconds.
    • To create a new page or blog post for this subtopic keyword:
      • Click Create a post.
      • Click the Content type dropdown menu to select the content type: blog post, landing page, or website page.
      • Enter a title for your new page or post, then click Create to attach your new draft content.
    • To attach existing content that contains phrases related to your subtopic keyword, click a piece of content in the Suggested Content section.

Please note: you can only attach one piece of content to each topic or subtopic keyword.

To add a new subtopic keyword in the Content Performance tab:

  • Click the Content Performance tab.
  • In the upper right, click Add subtopic keyword.


Edit subtopic keyword content

To edit your attached subtopic content:

  • Click a subtopic keyword in the SEO tool.
  • In the upper right corner of your Subtopic content, click Remove Attached Content.
  • Select a new piece of content to attach.
  • In the upper right, click the X.

To delete a subtopic keyword:

  • Click a subtopic keyword to open the Manage Subtopic panel.
  • In the lower right, click Delete.

edit-subtopic-content