FX20015

Harisudhan S

Individual Assignment

The Company I picked is Hubspot. ​HubSpot is an American developer and marketer of

software products for inbound marketing, sales, and customer service. It was founded by
Brian Halligan and Dharmesh Shah in 2006. ​ I’m fond of their strategy, techniques, and
frequency in updating web content. This is one of the websites I follow in regards to the use
of the title, description, alt-text, and content flow. They are good in organic search and also
staying strong in paid campaigns. They are holding 5th position in spite of fewer backlinks
compared to the top 2 players who are Salesforce and Zoho.

They started in the year 2016 and the trend in terms of organic reach is tremendous. It is
growing as it is displayed in the image. Their strength is the content and the choice of
keywords on the landing pages. The below image shows that Hubspot is dominating the
search network followed by salesforce.
 The marked region says that
Hubspot is dominating in organic rankings. The reason why Hubspot is great in their search
campaigns is because of the flow of the content and keyword insertion in their landing page.
It doesn’t look like they were stuffing the keyword but the keywords flow with the content.
Content is very vital in regards to organic or paid marketing. When I analyzed their landing
page, I found the key areas and their focus. They are Title, Description, H1, Hero image,
H1-2, H2, H2-1, and keywords in the content.

Key takeaways​ are the frequency of the content update they make whenever they see a
drop in their rank in order to regain the position. They are pro-active as well as reactive
whenever needed. Consistency in storytelling. This helps a website to rank high as google
will use the crawl bot to read the content on the website. Using Alt-text on all the images. As
digital marketers, we have to make sure, there is no room for error. They give importance to
the blog page and use anchor texts to navigate the visitors to the designated landing page.
They have high traffic and their blog pages rank among other competitors’ product pages. It
shows the research and choice of keywords and perfect content which tracts the visitors.