How to Build a Strategic Search Insights Report in Hubspot

A structured search insights report in Hubspot helps you turn scattered keyword ideas into a focused content roadmap that matches real search intent and drives qualified traffic.

This guide adapts the process described in the original HubSpot blog on search insights reporting and turns it into a clear, step-by-step framework you can use in any content program.

What Is a Search Insights Report in Hubspot?

A search insights report is a master spreadsheet or database that connects your target keywords to topics, search intent, and planned content. While it can live outside the Hubspot software, it is designed to work seamlessly with Hubspot content tools and reporting.

The report typically includes:

• Topic or theme
• Target keyword and variants
• Search intent (informational, comparison, transactional, navigational)
• Search volume and difficulty
• Current ranking URL, if any
• Content type and status
• Priority and owner

When aligned with your Hubspot strategy, this document becomes your single source of truth for SEO-focused content planning.

Step 1: Define Goals Before Opening Hubspot

Before you start listing keywords, clarify why you are creating a search insights report and how it will support your broader Hubspot strategy.

Typical goals include:

• Increasing qualified organic traffic for a specific product line
• Capturing more leads through Hubspot landing pages and forms
• Improving rankings for commercial-intent keywords
• Filling content gaps across the buyer’s journey

Write these goals at the top of your spreadsheet or document. They will guide every decision, from keyword selection to what you publish through Hubspot.

Step 2: Choose a Format That Works With Hubspot

You can build a search insights report in:

• Google Sheets or Excel
• A database tool (Airtable, Notion, etc.)
• Custom objects or properties that sync into Hubspot

Most teams start with a spreadsheet, then integrate insights into Hubspot properties, lists, and content workflows as their process matures.

At minimum, create columns for:

• Topic cluster
• Primary keyword
• Secondary keywords
• Search volume
• Keyword difficulty or competition
• Intent
• Content type (blog, landing page, pillar page, resource, etc.)
• URL (planned or existing)
• Status (idea, in progress, published, updating)
• Owner and due date

Step 3: Collect Keyword Ideas for Your Hubspot Content Plan

Now fill the report with relevant keyword ideas that match your goals and ideal customers. Use:

• Keyword tools (e.g., Google Keyword Planner, Ahrefs, Semrush)
• Search Console queries where you already appear
• Internal search data from your site
• Sales and support team insights on common questions

As you add keywords, organize them into topic clusters that can later become Hubspot pillar pages and supporting posts.

How to Group Keywords Into Hubspot-Friendly Topic Clusters

Group your keywords by overarching topics, not just by individual phrases. Each cluster should represent a customer problem or theme.

For each cluster, decide:

• A pillar topic (broad, high-level page)
• Supporting subtopics (blog posts or guides)
• Internal links you will create between them in Hubspot content

This structure makes it easier to execute a content strategy and connect everything into campaigns, workflows, and reports in Hubspot.

Step 4: Map Search Intent for Better Hubspot Conversion Paths

Search intent determines what type of content you create and how you will capture leads in Hubspot.

Label each keyword with an intent type:

• Informational – users want to learn something
• Commercial – users are evaluating options
• Transactional – users are ready to take action
• Navigational – users want a specific brand or site

Then decide how each intent type feeds into your Hubspot funnel, for example:

• Informational posts with blog CTAs that lead to a relevant ebook or checklist
• Commercial-intent pages that compare solutions and offer product demos
• Transactional pages tied to Hubspot deals, quotes, or sign-up flows

Step 5: Add Data Columns That Help You Prioritize in Hubspot

Not every keyword deserves immediate attention. Use your search insights report to decide what to ship first and what to schedule later in Hubspot.

Add the following scoring or data points:

• Estimated search volume
• Keyword difficulty or competition score
• Business value (high, medium, low)
• Existing ranking position, if relevant
• Estimated time to create or update content

With these metrics, you can sort your report to line up the highest-opportunity topics for your next Hubspot campaign or content sprint.

Step 6: Connect the Report to Your Hubspot Editorial Workflow

A search insights report only works if it is actively used by your editorial and marketing teams. Tie it directly into your Hubspot processes.

Practical ways to connect the two:

• Turn approved rows into blog posts, landing pages, or resource center entries inside Hubspot.
• Assign owners and due dates that match your Hubspot task or project system.
• Add tracking URLs, campaign tags, and lifecycle stages to rows as content goes live.
• Use Hubspot dashboards to monitor performance by topic cluster.

Using the Search Insights Report to Refresh Existing Hubspot Content

Many quick SEO wins come from updating what you already have in Hubspot. In your report, identify keywords where you rank on page two or three and map them to existing URLs.

Then plan updates such as:

• Expanding sections to better match search intent
• Improving internal links between related Hubspot posts
• Refreshing statistics, examples, and visuals
• Optimizing title tags and meta descriptions

Track these improvements in the status column and tie them to optimization tasks within Hubspot.

Step 7: Review, Measure, and Iterate With Hubspot Analytics

Once content is live, use analytics to refine your search insights report and your ongoing Hubspot strategy.

Review on a recurring basis:

• Traffic and engagement by topic cluster
• Keyword rankings for target terms in your report
• Lead generation and deal impact tied to content created from the report

Update your spreadsheet with:

• New rankings and positions
• Content that needs a refresh
• Topics that should be expanded into new Hubspot assets

This cycle turns your report into a living, evolving map for content and SEO.

Example: Original Hubspot Search Insights Resource

The original methodology and examples come from an in-depth article on the HubSpot blog that explains the concept in detail. To see screenshots, templates, and additional context, review the source here: HubSpot search insights report article.

Advanced Tips for Scaling Your Hubspot Search Insights Process

As your team grows, your search insights report can become the backbone of all organic content work tied into Hubspot.

• Create separate tabs for each product line or region.
• Use color-coding for funnel stages and intent types.
• Connect your report with content briefs that writers use for Hubspot posts.
• Align report priorities with quarterly campaigns inside Hubspot.

If you need expert help building a scalable framework or aligning it with your CRM and automation, you can explore consulting support from agencies like Consultevo, which specialize in performance-driven SEO and marketing systems.

Bringing It All Together With Hubspot

A search insights report gives you a clear, organized view of which topics matter, how people search for them, and what content you should publish through Hubspot to win that demand.

By defining goals, choosing the right format, collecting and clustering keywords, mapping intent, prioritizing with data, and connecting everything to your Hubspot workflows, you create a repeatable SEO engine that supports both traffic growth and revenue.

Need Help With Hubspot?

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