How do you track SEO performance in HubSpot without relying only on Google Analytics?

[merryculls11]

Hi everyone,

I’ve been managing SEO campaigns for a B2B site through HubSpot, and while I love the content/landing page tools, I sometimes feel like I’m leaning too heavily on Google Analytics and Search Console for reporting.

A few questions I’d love feedback on:

• How do you use HubSpot’s built-in SEO tools to measure success beyond just traffic and rankings?

• Do you integrate third-party SEO platforms (like Ahrefs, SEMrush, or Moz) with HubSpot, or do you find HubSpot’s tools sufficient?

• For keyword tracking, do you rely on HubSpot’s topic clusters or still maintain external keyword spreadsheets?

• Finally, when reporting to leadership, do you present HubSpot dashboards on their own or combine them with GA/SC data?

I want to streamline reporting but also make sure I’m not missing critical insights that HubSpot might not display by default.

Would love to hear how other marketers balance HubSpot’s native SEO tools with outside data sources.

[draj5 · Accepted solution]

HubSpot’s SEO tools are great for connecting organic traffic to leads and deals through topic clusters and dashboards. Many marketers still integrate tools like SEMrush/Ahrefs to enhance their SEO services with deeper keyword and backlink insights. For leadership, I’d suggest blending HubSpot reports with GA/SC data for a complete view.

[Jaycee_Lewis]

Hey, @merryculls11 👋 Welcome to our community! I love that you came prepared with great questions. What's one way you are already incorporating HubSpot and SEO into your daily work? — Jaycee