How to decide which keywords to focus on

Last updated: January 13, 2017

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Product: HubSpot Marketing
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In this section you will learn to identify ranking and long-tail opportunities, as well as compare business's keyword performance to the performance of your competitors.

Navigate to Reports > Keywords and use the filters on your Keywords Dashboard to see recommended keywords based on a few different criteria. Check out this article for a refresher on how to use the Keywords dashboard.

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Ranking Opportunities

We've done some of the work for you in terms of finding the most obvious keywords that you could create content around. For example, you may want to see keywords that you already rank for, but could still improve where your site shows up in the search results.  

Click on the All Keywords drop-down menu and then Ranking Opportunities to see what the Keywords tool considers good ranking opportunities for your company. The Ranking Opportunities filter shows you your keywords that you rank for but are not in the first page of results (rank greater than 10 but less than 70, and difficulty is less than 70).  

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The Ranking Opportunities filter will display a list of keywords that you are already ranking for but for which you should be able to secure a better ranking. Follow these steps to make it to page one of your favorite search engine and boost traffic dramatically:

  1. Get inbound links. Improve your page authority with inbound links from other sites.
  2. Use the keywords in your content. By using the target keywords in your content, page titles, image, alt tags, etc. You increase your page's relevance for that search term.
  3. Follow our On-Page SEO recommendations.  HubSpot's Page Performance gives you recommendations that ensure your page is optimized for search engines.

Conversion Opportunities

Conversion opportunities are keywords that are generating traffic, but are not driving visitors to convert into leads via a form. Conversion opportunities are keywords that have visits are greater than 10, search volume greater than 1,000, and 0 contacts generated. To drive conversion, you may want top try adding a CTA to the pages that rank for that keyword and link it to an enticing offer.

Since Google encrypted its search results, this filter will only be effective for other search engines that still allow HubSpot to track visits from a particular keyword.  

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Long-Tail Opportunities

Long-tail opportunities are broad and difficult keywords that have high search volume. In order for a keyword to show up in the list selected by this filter, its rank must be over 100, its difficulty must be greater than 70, and its search volume must be greater than 10,000. You should try to think of more specific "long-tail" versions of these keywords that apply to your business, and add them to your Keywords tool and to your content.

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See where you can overtake your competitors

You can see which keywords will give you the best opportunity to beat out your competition by clicking on the Competitors option under All Keywords. This filter displays how competitors from your Competitors tool rank for the keywords you are tracking.

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By default, this chart is sorted by your Competitors' rank. Find keywords that they're ranking well for, and for which the difference between your rank and their rank according to the Rank Difference column is minimal. Then focus your SEO efforts on those keywords to try beating out your competition.

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