SEO: How to Use Your HubSpot Web Design as a Sales Tool

Austin Walker Austin Walker
June 7, 2018   |   4 min read time

Navigating and understanding the plethora of terms represented in the industry of web-based marketing industry is no easy task. On top of that, these terms and ideas are not static, but dynamic; constantly changing and evolving to require more time and effort from you to secure the success of your business.

HubSpot web designs aren't just a design, it's a major part of the online marketing tools that help create customer funnels, as well as give good information, to inbound traffic. For Inbound Design Studio specifically, we create web designs for HubSpot, as well as train our clients on use, so they can understand how it will be successful.

So we put together a list of commonly used industry terms in the web-based marketing world relevant to Search Engine Optimization—or SEO. These are very frequent terms, and seem to have evolving meanings. So it can be difficult to follow.

It is also an effective way to generate more keywords than your competition in the hopes of moving up the Google Search list. The author’s intentions of the blog you are reading are important to consider. To state it plainly, our intentions are to help you and your business succeed.

Terms To Know

SEO- Search Engine Optimization

The competitive nature of our economy requires you as a business owner to constantly adapt and overcome new obstacles and challenges in order to get noticed by potential customers. Search Engine Optimization, or SEO, is a web-marketing industry strategy used by all successful internet businesses. By “optimizing” your website, you are essentially constructing your pages to reflect the image of Google’s search criteria.

Google analyzes the content on your pages by taking note of certain keywords that are present within the text. If the keywords present on your web pages coincide with the words folks on the web are typing into a search engine, then your website will show up near the top of their search results. Search engines like Google and Bing try to provide their users with the best possible search results.

If your business plays by Google’s rules, then your website will generate more traffic.


Keywords, as mentioned in the SEO section, are the words that your potential customers type into Google when searching the web. To move your business toward the top of those search results and thus increase the likelihood of someone visiting your website—you must write these Keywords into the text on your webpages.

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SEM- Search Engine Marketing

While SEO and SEM seem like they may be two phrases for the same thing, they vary quite drastically. Search Engine Marketing are services your business pays for, including: Google Adwords, Pay-Per-Click Campaigns, and others. These services can be expensive depending upon your target audience and the nature of the advertisement.

Landing Page

A Landing Page is a page on your website that shows up as a link in Google Search results. Landing Pages differ from Home Pages, as Landing Pages are specifically designed with SEO in mind and should actually link to your website’s Home Page for potential customers looking for more information. Here’s how to build one.

Organic Search Results

Organic Search Results is just a fancy phrase for the results a Google or Bing user comes across after they perform a web search with their respective search engine. These are the pages that the operators of the search engine believe best fit the words or phrases entered in the search query.

Something to consider: The nature of how people search for things on the internet has begun to change, which affects the way in which web crawlers construct search queries.

For example: Five years ago, the search query “fix car headlight” would have been a sufficient search phrase for someone looking for help with DIY automobile repair.

Nowadays, those same web crawlers have come to expect more from search engines with more conversational queries, like: “How do I inexpensively replace a headlight on my 2015 Toyota Corolla?”. This query enables the searcher more specificity in their end results.

As change occurs, Google and other search engines must alter the way they function to provide their customers with the best possible search results.

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Considering this fact, SEO can be improved in new ways with auxiliary pages, referred to in the industry as pillar pages, which focus on cluster topics in order to laser focus on an aspect of a company. These enable a business to showcase certain abilities and services, without taking away from their existing landing pages and website.

Pillar Page

Pillar pages are a somewhat novel idea in the web-based marketing world that serve as a central component of contemporary SEO success. Pillar Pages are separate from your main website and operate under a different domain name. By linking back to your main site, these pages are able to sort and focus on several interrelated yet different components of your business.

Topic Clusters

Topic Clusters are "different yet similar" subject matters that are found on your Pillar Page. The content of one Topic Cluster needs to be relevant to the other cluster topics present on your Pillar Page as this enables your Pillar Page to be found in more broad and conversational search queries.

HubSpot has a lot of research around Topic Clusters and Pillar Pages for someone looking to take advantage of how their own pillars and topic clusters fit around each other, and how each keyword targeted is being enhanced. HubSpot will help train you on use of it within their own platform, as well as just give you an overview of what it means and how it can be useful to your agency. 

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