SCHWARTZ CROSSROADS

HubSpot Prepares For Content Marketing and PR

Schwartz recently announced a partnership with HubSpot, an inbound marketing software vendor based in Cambridge, Mass. Even ahead of the partnership, many of Schwartz's clients used HubSpot to measure the effectiveness of their websites. HubSpot provides very valuable data, especially for companies that wish to increase traffic to their websites.

Schwartz teams are conducting regular HubSpot evaluations for many of our clients. Among the variety of data points HubSpot can provide, a few are especially important and have a direct impact on SEO. They are outlined below.

- Website Grade
HubSpot has created a proprietary method to measure if a website is effective as a marketing instrument. The website grade places a given site in a percentile relative to all other sites on the web. A grade of 73, for example, means that of all the sites HubSpot has graded, the site in question is more effective from a marketing perspective than 73 percent of them.

- Traffic Rank
This is a ranking of the amount of traffic to the website versus all other sites on the web. The ranking is provided by Alexa, an online service that measures and monitors website traffic.

- Inbound Links
This is how many other pages on the web link to content contained on the evaluated website.

- Google Indexed Pages
This is the number of pages within the evaluated website that Google can see.

For marketers who care about SEO, inbound links and Google indexed pages are significant, since they are used by the search engine to determine the authority of a given page and website (Translation: if those metrics improve, a company's ranking within Google improves).

Schwartz has been including these sorts of metrics in the ongoing tracking we perform for our clients. Our programs directly and significantly impact the number of inbound links (based on media relations) and the number of Google indexed pages (as a result of our content marketing programs, which include blog management).