How to Analyze SEO Performance in Hubspot

Understanding how your content performs in search is easier when you use Hubspot SEO tools to track traffic, topics, and optimization opportunities in one place.

This guide walks you through the key SEO analytics views, explains what each metric means, and shows how to use the data to improve your organic search strategy.

Getting Started with Hubspot SEO Analytics

The SEO analytics area helps you evaluate how your content strategy and optimization work over time. From here, you can review metrics for topic clusters, individual pages, and your overall organic traffic trends.

Typical questions you can answer include:

• Which topics are attracting the most visitors?
• How many sessions come from organic search?
• Which pages drive new contacts or influenced contacts?
• Where do you have opportunities to improve rankings?

Use these insights to refine your keyword targeting, on-page optimization, and content planning.

Accessing the SEO Dashboard in Hubspot

To view your main SEO performance data, open your SEO analytics tools from your marketing or content menu. The dashboard gives you a high-level view of organic search performance across your account.

Key SEO Metrics Overview

On the main dashboard you will typically see:

• Sessions: Visits to your site from all traffic sources.
• Organic sessions: Visits that originated from search engines.
• Contacts: New contacts created in the selected period.
• Influenced contacts: Existing contacts who engaged with your content in the selected period.

You can filter by date range and compare time periods to understand trends in your search performance.

Using the Hubspot Topics Report

The topics view helps you understand how topic clusters perform. This is especially useful when you organize content around pillar pages and related subtopics.

How the Topics View Works

In the topics report you can see metrics grouped by topic cluster. For each topic you can analyze:

• Number of sessions and organic sessions.
• Contacts and influenced contacts.
• CTR and position data when connected to Google Search Console.

This makes it easier to spot which topics are performing well and which clusters need more optimization or additional content.

Steps to Review Topic Performance

1. Open your SEO analytics tool and navigate to the topics tab.
2. Select a date range that aligns with your reporting period.
3. Sort by organic sessions, contacts, or another key metric.
4. Identify topics with strong traffic but low conversions.
5. Identify topics with good conversions but lower traffic for expansion.

Use this information to update internal links, add supporting articles, or refine calls-to-action within each topic cluster.

Analyzing Individual Pages in Hubspot

Beyond topics, you can evaluate the performance of individual pages, blog posts, or landing pages. This is crucial when you want to optimize specific URLs that rank for important keywords.

Page-Level SEO Metrics

In the page performance view, you can typically review:

• Page views and sessions from all channels.
• Organic traffic to the specific page.
• Entrances to see how often the page is a landing page.
• Conversions like new contacts or form submissions.

With Google Search Console integrated, you can also see:

• Search queries sending traffic to the page.
• Average position and impressions.
• Click-through rate from search.

How to Evaluate an Underperforming Page

1. Open the page analytics view for the specific URL.
2. Compare organic sessions for the current period versus a previous period.
3. Check search queries to see if they match your target intent.
4. Review the average position and impressions for those queries.
5. Decide which on-page elements to adjust: title, meta description, headings, internal links, or content depth.

By combining behavior metrics and search data, you can prioritize the most impactful improvements for each page.

Identifying SEO Opportunities in Hubspot

Use your analytics to discover specific opportunities for optimization. When you review topics and pages together, patterns often emerge that guide your next steps.

Common SEO Opportunity Signals

• High impressions but low CTR for a query or page.
• Pages with good rankings but low conversion rates.
• Topic clusters with strong engagement but few supporting articles.
• Content with declining organic sessions over time.

For each of these signals, you can plan actions such as updating metadata, improving calls-to-action, refreshing outdated content, or expanding internal linking.

Connecting External SEO Tools with Hubspot

To extend your analytics, you can connect external tools like Google Search Console. When connected, additional search metrics appear directly in your reporting views, making it easier to combine performance and optimization insights without switching platforms.

You can find more technical details about SEO performance analysis in the original documentation at this Hubspot help article.

How to Turn Insights into an SEO Action Plan

After reviewing your reports, translate your findings into a clear action plan. Group actions by priority and impact so your team can execute efficiently.

Building a Simple Monthly SEO Workflow

1. Review traffic trends: Check total sessions and organic sessions for the month.
2. Analyze top topics: Identify clusters with rising or falling performance.
3. Inspect key pages: Focus on URLs that influence leads and revenue.
4. List optimization tasks: Metadata updates, content refreshes, new internal links.
5. Track outcomes: Compare metrics after changes in the next reporting period.

By repeating this process, you build a consistent optimization cycle driven by data from your analytics.

Enhancing Your Strategy Beyond Hubspot

While built-in analytics cover a wide range of SEO needs, many teams pair their reporting with specialized consulting or advanced technical audits. Services like Consultevo can complement your reporting setup with broader search and content strategy insights.

Used together with a disciplined review process, these tools ensure you are not just collecting data, but acting on it to improve rankings, traffic, and conversions over time.

Conclusion: Making the Most of Hubspot SEO Data

Regularly reviewing your SEO analytics lets you see which topics and pages drive meaningful results and where you need to improve. By focusing on topic clusters, page-level metrics, and search query data, you can build a search strategy that evolves with your audience and your business goals.

Set a recurring schedule to review these reports, document your changes, and measure the impact of every optimization you make. Over time, this data-driven approach leads to stronger organic visibility and a more effective content program.

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