SEO audits: How to conduct one that drives traffic growth At its core, an SEO audit is a step-by-step review of your website’s technical health, content quality, and search visibility. An SEO audit identifies technical, on-page, content, and link issues on a website. It helps SEO teams identify, prioritize, and fix the issues that block traffic, rankings, and, importantly, conversions. Businesses and SEO teams should create audits to identify opportunities that advance business goals and growth. A modern audit goes beyond identifying issues that further traditional blue-check rankings in Google Search. With AI search reshaping how users discover brands, marketers now need to evaluate entity signals, brand visibility in AI answers, and how well their content performs in generative engines. In this guide, you’ll learn how to run an SEO audit that’s helpful in today’s search landscape. I’ve included clear steps, examples, and an SEO audit checklist to help SEO professionals at any skill level drive measurable traffic growth. Table of Contents What is an SEO audit and why does it matter? SEO Audit Checklist for Quick Wins How to Run an SEO Audit Step-by-Step How to Interpret Your SEO Report and Prioritize Fixes Tools to Run an SEO Audit Frequently Asked Questions About SEO Audits Modern SEO audits go beyond blue links. What is an SEO audit and why does it matter? An SEO audit is a structured review of your website. SEO specialists conduct audits...

Entity-based SEO: An explainer for SEOs and content marketers Entity-based SEO is a content optimization strategy built around concepts, relationships, and context rather than isolated keyword phrases. Search engines identify entities — distinct concepts, people, places, or things — and connect them through the Knowledge Graph to interpret meaning and determine topical authority. This approach mirrors a fundamental shift in how search systems work. Google no longer simply matches text; it maps how concepts relate to one another and evaluates whether content meaningfully contributes to a subject’s broader ecosystem. As large language models like ChatGPT and Gemini increasingly shape how information surfaces, the strength of entity signals determines which sources get cited, referenced, and ranked. This guide covers what entities are in SEO, how they differ from keywords, where to find the ones that matter, how to structure content around entity relationships, and how to measure whether the strategy works. Table of Contents What are entities in SEO? Why Entity-Based SEO Matters for Content and SEO Marketers How to Find Entities for SEO How to Plan Topic Clusters With SEO Entities How to Measure and Report on Entity-Based SEO Strategy Frequently Asked Questions About Entity-Based SEO What are entities in SEO? Entities are distinct concepts, people, places, or things that search engines identify and connect within the Knowledge Graph. These relationships help systems interpret meaning instead of relying on exact-match phrases. Search engines use entities to understand how topics...

AEO vs. GEO explained: What marketers need to know now Marketers use AEO and GEO interchangeably, but there is a difference, and that’s what will be defined and explained in this article. In brief, AEO optimizes content for answer boxes and voice search results, while GEO targets AI chatbot citations and generated summaries. It might be challenging to get everyone in agreement on what’s what, but let’s try. AEO and GEO are not going away, and the faster the industry can align on what these acronyms mean, the better. From a strategic perspective, it doesn’t matter that much since all SEO specialists should already be laying the foundations for AEO, GEO, and, of course, SEO. But with a unified definition, it’ll be much easier to talk about it all. If you’re not sure you’re laying down the work required for AEO or GEO or how to measure their impact, stay tuned because we’ll cover that after defining our terms. Table of Contents AEO vs. GEO: What’s the difference? AEO vs. GEO: Do you need both? Shared Tactics Between AEO and GEO That Drive Results How to Measure the Impact of Both AEO and GEO What’s next for AEO & GEO? Frequently Asked Questions About AEO vs. GEO AEO vs. GEO: What’s the difference? AEO stands for Answer Engine Optimization. AEO focuses on direct answers in search results. It helps website content appear as direct answers in search results. Think:...

5 SEO keyword research tools that help teams show up in search SEO keyword research tools are essential for marketing teams looking to level up their content. Keyword research software can help identify search opportunities that align with a business’ offerings. That SEO strategy is crucial — nearly one-third of internet users 16 or older discover new brands through search engines. The good news is that many free SEO keyword research tools exist. Teams can build a powerful keyword strategy without spending a dime. In this guide, I’ll share the best free and affordable SEO keyword research tools I’ve tested, explain how to use them step-by-step, and show how HubSpot helps you bring it all together inside one connected platform. Table of Contents TL;DR SEO Keyword Research Tools How I Tested the Best Keyword Research Tools Best Free Keyword Research Tools for 2025 How HubSpot Helps With SEO How to Do Keyword Research with Free Tools Pro Tips for Using Free Tools Effectively Frequently Asked Questions About Keyword Research Tools Turn Keyword Research Into Real Results How I Tested the Best Keyword Research Tools TL;DR: The best keyword tools balance data quality, usability, and workflow integration. If you Google “what is the best free keyword research tool?”, you’ll probably get pages of sponsored posts and affiliate lists that don’t tell you much about how these tools actually perform. So, I decided to test them myself. For...

Consumer search behaviors are shifting, marketers — new data For what seems like ages, “Google” has been synonymous with “search.” Have a question? Google it. Looking for a product? Google it. But consumer search behavior has changed. Now, people are flocking to other channels. Gen Z and Millennials are leading the change, as 29% of the group prefers to search for information on social media over actual search engines. But that’s not all — generative artificial intelligence (AI) is also coming to search result pages, throwing another wrench in old habits. If your brand relies on search traffic, big consumer shifts are coming (and already on their way). To help you prepare, here are the most significant trends we found after surveying 700+ consumers. Table of Contents TLDR: How Consumer Search Behavior Is Changing & What Marketers Should Do About It What is consumer search behavior? How Consumer Search Behaviors Are Changing How to Adapt Your Strategy to New Consumer Search Behavior Frequently Asked Questions about Consumer Search Behavior TLDR: How Consumer Search Behavior Is Changing & What Marketers Should Do About It Consumer search behavior is rapidly evolving, with users now turning to social media, mobile devices, and AI-powered tools alongside traditional search engines. Recent data shows that over half of Gen Z and Millennials actually prefer social platforms for discovery, while mobile searches continue to outpace desktop. With these two groups quickly becoming the most powerful market share,...

The essential SEO tutorial for thriving in the age of AI-driven search You want to learn about search engine optimization (SEO), but where do you start? We were all SEO beginners once, so take heart: There’s lots to learn, but I’ve got plenty of expert advice and a step-by-step guide to get you started. We’ll cover basic SEO vocabulary, review a step-by-step SEO tutorial to get your strategy started, and take a deep dive into AI. Throughout, I’ll include tips from HubSpot SEO pro Victor Pan and SEOFOMO newsletter founder Aleyda Solís. Let’s dive in. Table of Contents SEO Basics How to Learn SEO Building an SEO Strategy: Step-by-Step Tutorial SEO Basics To understand where we’re headed, let’s first take a quick look back. The traditional SEO playbook focuses on targeting keywords, climbing search rankings, driving traffic, and converting that traffic into leads or sales. Here’s how it works. Key Words to Know Understanding the foundational SEO vocabulary is important. Let’s dive into a few key terms: Search Engine Optimization optimizes your website to provide the high-quality information searchers look for. Good SEO also helps you rank higher in search results for specific keywords. That gets you in front of a bigger audience. On-page SEO improves search rankings. On-page elements include keywords used in your content or back-end elements like site structure. Off-page SEO focuses on actions that improve your search engine rankings outside your website, like backlinks...

The Future of SEO: How People Will Get Their Questions Answered in 2+ Years I’m optimistic about the future of SEO, and I want everyone who reads this to feel the same. Of course, I can’t deny that things are changing, and I’m preparing for many major shifts over the next few years regarding AI and the future of SEO. Advancements like Google's integration of generative AI into search are already changing the digital search landscape, and yes, we can’t deny it: people are using LLMs to solve problems and even buy products. But, to what degree is this new type of search taking over, and how do we prepare? Many web analysts, SEO strategists, and writers are learning how to leverage AI to create stronger websites and more effective content. This will greatly alter how your competitors approach content creation — and it should alter how you approach it, too. To shed light on the future of SEO, we've reached out to SEO experts at Semrush, Search Engine Journal, and HubSpot. Keep reading to learn how you should prepare your SEO strategy for 2025 and beyond. And if you want to learn more about the latest in marketing, check out our latest State of Marketing Report. Predictions on the Future of SEO, and How You Should Prepare There’s no doubt that with the rise of AI, the future of SEO can feel uncertain, but after working in this industry for over ten years, I can honestly...

Navigating the Future of SEO: 5 Tips From HubSpot's Senior Director of Global Growth The SEO landscape has been a rollercoaster lately, and many marketers and SEO specialists are doing their best to hold on. However, HubSpot's Senior Director of Global Growth, Aja Frost, remains optimistic about the future of SEO as new competitors enter the arena. “In fact, I think the arrival of new competitors is one of the most exciting developments in the last two years,” she says. “For so long, we have all just been oriented toward Google and reverse-engineering the Google algorithm in many ways that have stifled innovation in content marketing and SEO.” If you‘re unsure how to change your approach to keep up with the ride of SEO marketing, I’ve got you covered with five tips from Aja Frost on navigating the future of SEO. AI is your tool, not your replacement. I‘ve repeated this so many times in previous blog posts, and you might be sick of hearing it, but I promise it’s true— marketers must see AI as a tool or a marketer's best friend and not as a replacement. And Aja agrees. “AI tools excel in research, organizing ideas, outlining, and providing the scaffolding for a great piece of content,” she says. And she's not just talking about written content like blog posts or emails; AI can also lay the groundwork for top-notch videos and images. But here‘s why they can’t replace you, according to Aja. “AI tools are...

The Future of Google: Web Strategists Predict How AI Overviews & Other Search Changes Will Impact Traffic More than 300 marketing pros told us whether their worst fears or wildest dreams have come to fruition since the launch of Google’s AI Overviews (formerly SGE) in May 2024. The much-hyped and much-criticized event, which Google immediately scaled back after AI Overviews (AIO) served users with incorrect and potentially harmful info, marked the wide launch of AI-generated search on the world’s biggest search engine. Now that Google has patched up its early missteps and SEOs have had time to observe traffic changes, we conducted a survey to determine whether the white-knuckled AI anxiety is backed by any evidence. We’ve got the numbers on AIO’s effects on traffic, what SEO changes to look for in the coming year, and pro tips from SEO experts on how to adapt and optimize your web and content strategies. Table of Contents What is AI Overviews? What other changes are coming to Google Search? How does AI Overviews affect web traffic? What is AI Overviews? During its beta phase, Google’s AI-powered search was called SGE, or Search Generative Experience. It’s now more commonly known as AI Overviews, and it’s Google’s response to AI-powered search engines like Perplexity, Brave, and Microsoft’s Copilot. It runs on Google’s AI model called Gemini, formerly Google Bard. Regular ol’ Google Search still uses a three-stage process, though Google notes that not every page...