How you can create topics for your SEO strategy in HubSpot

With the help of HubSpot's SEO tool, you can examine and create keywords for topics and subtopics based on your organization's areas of expertise. These topics will be the base of all the content you create on your blog and website. 

Add topic

  • Go to Marketing > Planning and Strategy > SEO in your HubSpot account.
  • Click the Topics tab.
  • Click Add topics.
  • In the Enter a topic box, type a topic.
  • Click Add analyze SEO metrics for this topic.
  • The topic you have added will appear under Topic.
    • Monthly search volume: It shows the average monthly searches for the keyword in search. engines.
    • Difficulty: Estimation of the difficulty you will face breaking into the first page of search results for this topic. Lower the score, easier to see the success. 
  • Click the radio button next to the topic name and then click Create topic at the bottom left corner.

Attach topic content 

Once you have created your topic, it will appear under the Topics tab. Now you can attach your pillar page, a comprehensive resource page that covers the topic in detail. This page links to high-quality content for supporting subtopic keywords.


  • Go to Marketing > Planning and Strategy > SEO in your HubSpot account.
  • Click the Topics tab.
  • Locate and click the name of your topic.
  • In the center, click Attach content URL. 
  • In the right panel, you have to attach pillar page content:
    • To attach an existing HubSpot blog post, landing page, or website page:
      • Use the search bar to search for a page or blog post by name or URL.
      • Click the content in the search results to attach it.
    • To link to an external resource:
      • Click Add external URL.
      • Enter the URL of your external page or blog post, then click Save. The SEO tool will take approx 20 seconds to validate the external link.
    • To create a new page or blog post for the topic's pillar page:
      • Click Create a post.
      • In the new box, click the dropdown Content-type menu and select the content type: blog post, landing page, or website page.
      • Enter a title for the new page or post, then click Create to attach new draft content.
    • To attach existing content that contains phrases related to the topic, click the content in the Suggested Content section.
  • Select the pillar page, then click Save.

Add subtopic keywords and supporting content

Once you've attached a pillar page to the topic, you have to attach supporting content based on subtopic keywords. Subtopic content should have a link back to the topic's pillar page to build your website's authority for your topic and subtopic keywords in search engine results.


Add supporting content

  • Click Add subtopic keyword.
  • Enter a subtopic keyword in the right panel, then click Research Subtopic Keyword. There appears metrics for the average monthly searches for the subtopic keyword.
  • Select your subtopic keyword, click Save.
  • Next, you have to attach content to this subtopic keyword.
  • In the right panel, attach your supporting content same as pillar page content.

    Add a new subtopic keyword in the Content Performance tab


    • Click the Content Performance tab.
    • Click Add subtopic keyword in the upper right.

    Manage subtopic keyword content


    • Click a subtopic keyword.
    • Click Remove Attached Content in the upper right corner of your Subtopic content.
    • Click Delete in the lower right.