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Last updated: June 28, 2023
Using HubSpot's SEO tools, you can research and organize topics and subtopic keywords based on your company's areas of expertise. These topics serve as the foundation for all the content you create on your blog and website. Creating content that's organized by topic and subtopic helps search engines understand what your website is about. In the long term, this strategy improves how your content performs in search results.
Please note: creating topic clusters in HubSpot does not affect your website's SEO directly.
Creating content based on clearly defined topics and subtopics helps your website get indexed more accurately by search engines, like Google. Search engines analyze keyword phrases in your content, title, meta description, hyperlinks, and more. Learn more about how SEO works, and what SEO tools you can access in your HubSpot account.
To define the structure of your online content, identify a few main topics summarizing your company's areas of expertise. To define how your content is organized, each topic will include the following:
Your topic's pillar page and subtopic content can be HubSpot-hosted pages or blog posts, or URLs of pages hosted outside of HubSpot.
When you're ready to create your first topic, you can do so in the SEO tool. Learn more about choosing a relevant topic.
For topics created after your first one, you will be able to view the popularity of the topic phrase and how difficult it will be to rank for this phrase in Google search results before finalizing topic creation:
In your HubSpot account, navigate to Marketing > Website > SEO.
In the upper right, click Add a topic.
Enter a topic in the text field, then click Add to analyze SEO metrics for this topic.
Once your topic has been created, you can attach your pillar page, a comprehensive resource page that covers the topic in depth. This page links to high-quality content for supporting subtopic keywords.
After you've attached a pillar page to your topic, you'll attach 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.
To add supporting content:
Please note: you can only attach one piece of content to each topic or subtopic keyword. If you have two pages that cover to the same subtopic keywords, they'll both rank lower in search results. For best results, combine similar content or define a unique subtopic keyword to write about for one of your duplicate pages.
To add a new subtopic keyword in the Content Performance tab:
To edit your attached subtopic content:
To delete a subtopic keyword: