About this process

  • Department: Content/Marketing
  • Responsible: Content/Marketing Lead
  • Accountable: Content/Marketing Lead
  • Consult: Content/Marketing Lead
  • Inform: Content/Marketing Lead
  • Date created: 09/08/19
  • Date last updated: 22/08/19

Uploading and optimising a blog post for SEO is crucial to ensure consistency and make sure the article is easy to navigate, performs well, and drives the desired reader action.

Step 1 

Select ‘Marketing’ from the navigation bar and then click on ‘Website’, followed by ‘Blog’.

Step 2 

Click the orange button in the top right hand corner that reads ‘Create blog post’ and select either ‘Draft Mode’ (for a more minimal view) or ‘Inline Edit Mode’ (displays surrounding website modules).

Step 3 

Click ‘Settings’ at the top and enter the title of your blog post, check that the URL is correct (remove any punctuation marks apart from the hyphens and/or reduce to the primary long tail keyword), select an author using the dropdown (or create a new one).

Step 4 

Select descriptive tags relevant to the blog as agreed upon with the client from the dropdown or create your own, for example ‘Content’ or ‘Sales Enablement’, and enter your previously drafted meta description (current character limit: 155 at the time of writing). This text is displayed in search engines, helping Google to ‘crawl’ the content.

Step 5 

Select or create a new campaign, such as ‘Recruitment’ or ‘Inbound Marketing’. This groups together similar content, making it easier to analyse and report on.

Step 6 

Click ‘Upload’ or ‘Browse images’ to select a featured image (ensure the image is good quality and follows the client’s brand guidelines if they have one, of a suitable size and copyright-free by using sites such as Shutterstock or Unsplash.)

Step 7 

Go back to the top and click ‘Edit’. If there is a Rich Text module, copy the blurb of your article into here and/or copy your article text into the Blog Content module. Check the font and sizing is consistent as you go using the editing toolbar above and add a ‘Read more separator’ after the blurb by clicking ‘Insert’ and ‘Read more separator’.

Step 8 

To add an image to the main body of your article (either at the top or somewhere in the middle), click on the small rectangle image icon in the toolbar and either choose from an existing image or upload a new one by clicking ‘Add image’ and ‘Upload files’.

Step 9 

To optimise images for SEO, click the image, select ‘Edit’ and ideally type the primary long tail keyword you're targeting — or something similarly descriptive. This helps Google to understand what the image is of.

Step 10 

To add an image CTA (call-to-action) at the end of your article, e.g. encouraging readers to download a guide or book a consultation, go back to the toolbar and click ‘Insert’ followed by ‘Call-to-action’. Search for and select the image CTA you want to use. Marketing are currently responsible for creating these assets, so if you can’t find what you’re looking for, kindly ask them to create one that will be suitable.

Step 11 

The blog post should save automatically as you’re editing, but there’s no harm in clicking ‘Save’ in the top right-hand corner every once in a while — better to be safe than sorry!

Step 12

To link your article to the relevant topic cluster, please follow the process for How to Build a Topic Cluster in HubSpot.

Topics: Marketing Services Processes