@kvlschaefer thanks for the mention!
I am late to the party as well, but there’s already a ton of amazing insight here!
Totally agree with @Jnix284 and @danmoyle that your owned assets are a great place to start. It will defnitely take time and dedication, and there’s really no shortcut to traffic generation (unless you’re putting ad dollars behind it). Write content for your users in a way that’s valuable to them, meets them where they are, and proactively addresses questions and concerns that they may have. Then you can layer in keywords wher ethey didn’t appear naturally and optimize your site for Google. Definitely make sure you’re using Google Search Console to track your ranking keywords and the searches that are actually sending people to your website.
Totally agree with @danmoyle that tracking and reporting on engagement once people actually hit your website is super important. It doesn’t do you much good if your leads don’t know what to do or how to engage with you once they reach your website, so ensure that your pages are optimized for conversion and present multiple options for someone to get in touch with you (i.e., newsletter subscribe, contact form, demo request form, chatbot, content downloads). You also want to make sure that you have your lead intake and nurturing process (hopefully in HubSpot) dialed in to provide the best experience for leads once they enter your database. And when leads get into your CRM, don’t be afraid to offer them more website pages to explore if they will be helpful! Google is looking at user engagement on your pages (how long they stay, what they click, their order of page views), so sessions where a lead is revisiting your website still have some bearing on your rankings.
Hope this helps!!