How to be an SEO Expert, According to HubSpot’s SEO Team

Posted on Posted in Blog

Braden Becker’s journey to becoming a good SEO specialist at HubSpot is a slightly unconventional a single. In college, he researched Writing & Rhetoric, which usually helped him land his first job as a duplicate editor at a B2B trade publication. As he progressed by means of his career, Braden pivoted to content marketing, in which he worked as an editor at a SaaS company and then as being a content manager at the world’s largest environmental services company.

You might think someone like Braden would continue to climb the particular creative career ladder within content marketing. But these days he actually spends additional time in Ahrefs than he does in Google Docs. Because the historical optimization lead on HubSpot’s Blog Team, Braden’s main responsibility is to recognize blog posts that are falling in organic traffic and enhance them for search engines to rank higher on Google. He’s even sharpened his SEO chops enough to co-create the SEO strategy for all of HubSpot’s blogs.

Traits of an SEO Expert

As a writer and editor for most of his career, SEO had always been in the periphery of Braden’s work — as it was a subject he had a solid grasp on but not necessarily plenty of expertise in.

Today, even though, SEO is his main focus.

Braden, along with other SEO and historical optimization professionals at HubSpot — Aja Frost, Victor Pan, plus Amanda Sellers —  provided their advice about what it will take to become an SEO expert and the paths they took to get there.

Some SEO professionals don’t start out with the purpose to dedicate their careers to SEO. Some begin completely by accident. Let’s look at how HubSpot experts started theirs, and what you can do to begin yours.

1 . Develop your skills.

“Getting a job within SEO ideally requires 2 things: content creation skill and analytical skill. Most SEARCH ENGINE OPTIMIZATION professionals today have one of these and develop the other, ” Braden says.

SEO experts are skilled writers with creative instincts. It’s ideal for those in the SEO profession to have a strong writing background because it takes creativity to optimize content in a way both Google and audiences may comprehend. In fact , Becker provides noted that his writing background helped him obtain his start in the SEARCH ENGINE OPTIMIZATION industry.

“My background on paper and editing helped me obtain my foot in the doorway, but a willingness to focus on the structure, mechanics, plus intent behind my writing is what I think secured the role as an SEO expert for HubSpot. ”

Braden’s story of pivoting from a creative career in content marketing to an analytical a single isn’t as rare when you might think. Before Aja Frost became a mature SEO strategist at HubSpot, she was the editor associated with HubSpot’s Sales Blog.

“I taught myself how to do keyword research and competing analysis as the Editor designed for HubSpot’s Sales Blog, ” Aja says. “The Sales Blog’s traffic had been level for a year and a half — I noticed that the only posts that consistently generated sights for us were getting all those views from search. Therefore i began looking for sales-related key phrases we could rank for that might help boost organic traffic. ”


So , how do you start developing your skills to be SEO-ready? Here’s what Aja had to say about the girl strategy for keeping her SEARCH ENGINE OPTIMIZATION skills sharp.

“To improve my SEO expertise, We constantly read. I’m actually interested in technical SEO, therefore i look for blog posts, white papers, and research about web site architecture and navigation, website speed, and everything that goes into that, including structured information, ” she says. “SEO by the Sea, Sistrix, plus Blind Five Year Old are all great technical SEO sources, along with (unsurprisingly) the Search engines Webmaster Blog. I’m a part of a few SEO subreddits (/seo and /bigseo would be the most active). And I follow a ton of SEOs on Twitter — they drop random factoids or information all the time. ”

Like Braden mentioned, a lot of SEOs begin with one skill and start developing others. So , whether you have got an analytical mind and want to start a blog to practice composing, or you’re a seasoned article writer looking to train your technical mind, having a balance both in will help you in your SEO profession.

2 . Take a course and get certified.

Earning a qualification ensures that you have the proper knowledge in a certain area in order to successfully practice on your own. Additionally, it gives you credibility when you system on professional sites for example LinkedIn. When doing initial SEO research, Aja discovered courses she could consume order to get a certification meant for SEO, which opened up a lot more doors. “I read a lot of blog posts and eventually got the Google Analytics certification. ”

If you decide to take a course, find out which one will provide you with the skills you should advance in your SEO career. For instance, if you find that a particular course doesn’t go in-depth about subjects you need help in, it’s probably not the course for you.


  • HubSpot’s Free SEO Courses
  • Moz’s SEO Understanding Center
  • Google Analytics Academy

three or more. Understand how search engines crawl plus index content.  

The primary goal of SEO would be to increase visibility on search engines so that search engine users can find your content. While content should always be created with those possible website visitors in mind, they won’t achieve your content if search engines how to start what to make of them.  

According to Moz, search engines have got three primary functions:  

  1. Crawl – Find and understand articles.  
  2. Index – Store plus organize the content.  
  3. Rank : Provide the best content intended for relevant queries.

The goal of increasing presence is highly related to the third item on that list. But while rank is important, it is about after items #1 plus #2.

According to Amanda Sellers, “Becoming an expert SEO means understanding those functions and customization content in a way that serves customers… while keeping best practices in mind for crawling and indexing. ”


  • How Search engines like google Work by Moz
  • Exactly how Google Search Works by Google
  • Crawlability and Indexability by SEMrush
  • What Are Crawl Errors? simply by Yoast

4. Gain perspective on which search engines value.  

As the inner workings of each search engine will vary, keep in mind that each one includes a single goal in mind: Always retrieve the best results for each query.  

There are many factors that can go into what makes a particular result the “best, inch but for the most part, it comes down to three things:  

  • Relevance towards the searcher’s intent
  • Expert the website provides based on popularity signals
  • Trust plus confidence the search engine has the website can provide a true and valuable answer
  • Good experience for your user as they consume the content

“The better you understand these large ideas, the better you’ll be able to understand the role ranking factors and SEO tactics play. Using this context, the more effective you can at implementing SEO initiatives and diagnosing problems whenever they come up, ” Amanda says.


  • The Three Pillars associated with SEO: Authority, Relevance & Trust by Search Engine Record
  • The Ultimate Guide to SEO by HubSpot

5. Understand SEO methods and tactics and exactly why they matter.  

“Once a search engine can crawl plus index a website, it then uses ranking factors and indicators to gauge relevance, power, trust, and experience. These types of then translate to the strategies SEOs can use to improve their particular content, ” Amanda adds.

These strategies and professions help inform SEO tactics:

  • Technical SEO – This refers to the practice of optimizing the technical aspects of a website just for search engines. This may include rectifying sitemap and linking mistakes found in technical site audits. (Indexability and crawlability)
  • Keyword Research – By analyzing keyword data, you can get a better concept of what your audience desires to discover, which can then inform your strategy as you generate content that is discoverable based on that data. (Relevance and search intent)
  • On-Page SEO — Content that provides the searcher with valuable information whilst going above and beyond what’s currently out there is more likely to rank. In addition , following on-page SEARCH ENGINE OPTIMIZATION best practices can help the search engine determine just how relevant the content would be to the query. (Relevance and search intent)
  • Link Building – Search engines like google use a number of factors to determine the popularity of a website, and one of those is the number plus quality of the external hyperlinks pointing to  its content, also referred to as backlinks. (Authority and Trust)
  • Other Ranking Aspects – Aspects such as mobile usability, page speed, etc . are important to search engines as they deliver the very best results possible. (Experience)

“Knowing the fundamentals of each is important in identifying whether you want to be an SEO generalist or an SEARCH ENGINE OPTIMIZATION specialist in one of these professions, and they can also increase the effectiveness of your time and efforts. ”


  • The Ultimate Explained Technical SEO by HubSpot
  • How to Do Keyword Research for SEO by HubSpot
  • The Ultimate Guide to On-Page SEARCH ENGINE OPTIMIZATION by HubSpot
  • Link Building regarding SEO [Free Lesson] by HubSpot
  • Google’s Ranking Factors by Backlinko

6. Research the field.

In addition to initial research about SEO, it’s necessary to keep up-to-date on the most recent industry changes, so you not necessarily using outdated optimization techniques Google doesn’t understand.

For example , when Aja noticed the particular Sales Blog traffic was flat, starting SEO analysis helped her uncover the reason why: she wasn’t delivering articles audiences searched for.

Aja performing research about SEO brought her to discovering methods to improve the blog’s performance.

SEARCH ENGINE OPTIMIZATION is always changing, so it is crucial to keep updating your knowledge on the topic.

To build his fundamental knowledge of SEO, Victor Pan, the head of specialized SEO at HubSpot, cites reading as one of the best habits he’s gotten into.

“I was previously a voracious reader upon all publicly available home elevators SEO. I had an Feed of search-related blogs plus news websites I would undergo for a whole hour daily, ” he says. “Mere contact with ideas makes unknown difficulties in SEO easier to deal with when you have other people’s experiences or even frameworks to build from. ”

7. Find a method/tool that works for you.

Similar to finding sources that work for you and your skill set, it’s imperative to find a good SEO routine or tool that will become your foundation. For keyword research, SEOs like to reference their private arsenal of tools.

For example , in addition to HubSpot’s SEO tools, some of HubSpot’s SEO experts also use tools, such as SEMrush, for additional research.

You don’t have to make use of every single tool that exists to conduct your SEO tasks, you just have to make sure the tools are helping you achieve your goals and offering you accurate practice with the issue.


If you don’t know where or how to start searching for tools, here’s eight you can check out there. Remember, you don’t have to commit to 8, just to the one(s) that’ll get your job done. Use what will keep your research well-rounded, accurate, and easy to comprehend.

“My reading led me to experience SEMrush, AnswerThePublic, Google Analytics, Google Search Console, and of course, HubSpot’s own SEO tools. I examine a ton of blog posts and eventually got my Google Analytics certification. ”

8. Get familiar with data.  

Once you begin diving into your SEO tools, you will still notice that there’s a LOT of data. With no this data, you’ll be not able to measure the performance of your initiatives and know exactly where and the way to improve.  

Some (but definitely not all) important SEARCH ENGINE OPTIMIZATION metrics include:  

  • Positioning – Exactly how close to the top your web page shows up on the SERPs.  
  • Impressions – How many times your page was seen to the SERPs.
  • Clicks – How many moments your page was clicked on from the SERPs.  
  • CTR – The percentage associated with impressions that resulted in the click.  
  • Natural Sessions — The number of times the page was viewed in a internet browser.

According to Amanda, “Because each of these issues measures a different aspect of lookup behavior, you can use them to gain valuable insights that can generate your strategy. In addition , you have to drill down and filtration system so that your data tells a far more complete story. ”


  • How to Use SEO Data to Make Much better Decisions by HubSpot
  • Tracking SEO Performance by Moz
  • The Ultimate Guide to Google Search Console by HubSpot
  • Actionable Insights from Google Analytics by Moz
  • The Ultimate Guide to Search engines Analytics by HubSpot

9. Regularly test your SEO knowledge.

Putting theory into practice offers you the practical knowledge and experience required to level up as an SEO. In this way, SEO is kind of like actively playing a sport. You can read all about hitting a baseball or tossing a football, but if you never practice, you’ll never reach your full potential.

To remain ahead of the curve in any market, reading the latest news plus research is hugely beneficial. Yet as an SEO, when everything is constantly changing, reading is not enough. To gain the working experience that’ll truly take your SEARCH ENGINE OPTIMIZATION skills to the next level, you have to constantly test industry presumptions and your new ideas.

“I test a lot of things to improve my SEO expertise. When your brand be in your title tags? Is internal anchor text worthwhile to still do within 2020 to move rankings? What happens when you purchase fake interpersonal “signals” — do you find a raise in organic traffic? ” Victor says.

“Failed experiments taught me just as much as successful ones, and it produced me a much more confident SEARCH ENGINE OPTIMIZATION whenever I would make any kind of improvements to content. Simply because, in one instance, making a change resulted in an improvement, doesn’t imply that change in another location will also result in an improvement— which is why we have to test and understand causation over just correlation. ”


  • SEO Experiments That Will Blow Your Mind by WordStream
  • SearchPilot for SEARCH ENGINE OPTIMIZATION A/B Testing

10. Grow your network.

Becoming an expert in SEO also means growing your system of fellow SEO experts. There’s SEO groups upon LinkedIn you can join, subreddits Aja mentioned, like SEARCH ENGINE OPTIMIZATION, and conferences you can attend. Broadening your circle associated with SEO experts grows your knowledge and credibility in the field.

In case you become enough of an specialist, you can also speak at meetings in the industry. For example , Braden plus Victor led a session on INBOUND — their display, “How to Grow (Your Organic Traffic) Better” introduces SEARCH ENGINE OPTIMIZATION changes, how to adapt to them, and how to use some simple SEO methods to optimize content.

To get started building your system, look at the resources you have available. Should you have a LinkedIn account, you can begin making those industry contacts. You can also watch YouTube movies for quick SEO tips and engage with other learners in the comments to pick up ideas from peers.

Based on the stories and tips from these HubSpot professionals, becoming an SEARCH ENGINE OPTIMIZATION expert doesn’t mean you have to start and finish your job as an SEO. Pivoting in one role to an SEO function and developing your expertise from then on is entirely possible — you just need to be willing to learn and adapt.

Editor’s note: This post was initially published in March 2020 and has been updated intended for comprehensiveness.

Spread the love

Leave a Reply

Your email address will not be published. Required fields are marked *