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Keyword research is changing. The rise of AI search and content discovery through platforms like TikTok means people aren’t clicking through to websites as much as they used to. You can rank at the top of Google and still get zero clicks because AI Overviews are now answering queries directly in the SERP.

But in my opinion, this shift isn’t something to fear.

The role of an SEO specialist today is to unite buyer problems with real solutions and use keyword data to drive business growth. And now we’re sitting on a trove of data about buyer behavior; what buyers’ search tells us about problems buyers are having, and how aware they are of the solution.

I’ve spent nearly a decade doing just that: helping SaaS, e-commerce, and service-based brands increase revenue from organic content, rank for high-converting keywords, and future-proof their content strategies across channels.

This guide breaks down the exact keyword research process I use with clients. I’ll show you how to find keywords that still get clicked, build out conversion-driven topic clusters, and map search intent to every stage of the buyer journey. These are the same methods that have helped my clients grow blog revenue by 254% YoY, earn top spots on Google, and even land citations in tools like ChatGPT.

Table of Contents

• What is keyword research?
• Why is keyword research important?
• Elements of Keyword Research
• How to Research Keywords for Your SEO Strategy
• 5 Tips for Finding and Choosing Keywords for Your Website
• Keyword Research Tools That Help With the Process

What is keyword research?

Keyword research is the process of finding and analyzing search terms (words and phrases) that people use to find information online, whether searching through traditional search engines such as Google, using conversational platforms and LLMs, or social media.

Previously, keyword research was synonymous only with Google, but search is far beyond this because search behavior has changed.

HubSpot’s research into the ways people search identified that:

• 31% use social media to search.
• 12% use AI chatbots to search.

While these stats are incredibly important, I should add the caveat that HubSpot found that 88% of people are still using Google.

There’s no denying it: Right now, Google is still the platform with the largest share of search.

Source

But this might change, and search evolution is one of the main reasons why conducting keyword research correctly (in pursuit of business growth) is so important.

Why is keyword research important?

Keyword research is important because it helps you find the overlap of keywords that:

1. Aren’t too hard to rank for.
2. You can confidently produce excellent content on.
3. Have the right search intent to meet your business objectives (e.g., transactional keywords lead to sales).

Below, I elaborate on five key points that I think are exceptionally important for keyword research in modern-day SEO and achieving the three outcomes listed above.

1. Keyword research helps you understand your buyers.

Keyword research gives SEO specialists the tools to become the most informed marketers about buyers, their behaviour, problems, search habits, and receptiveness to solutions.

With this information, you bring considerable benefits to marketing in general.

When you know what your audience is searching for, you can create content that matches those terms.

Better, you can align marketing to create strategies across channels to target these keywords.

2. Keyword research unites strategies across channels.

Conversion from SEO relies on a searcher knowing what they need and being in a position to search for it. This mindset doesn’t happen overnight, and with holistic keyword strategies, it doesn’t need to.

While SEO waits for a searcher to become aware enough to search for something, social media can educate an audience until they’re ready to make their final search and are receptive to a new solution.

For example, if a business sells an ergonomic desk that reduces long-term posture-related issues, customers might finally convert on “ergonomic desk for home office.” But most people don’t know that they need such a desk. Instead, they search for things surrounding this, such as:

• Neck pain at work (20 searches per month).
• Best desks for home offices (110 searches per month).
• Improving posture at work (10 searches per month).

All searches can be identified using keyword research.

Once I’ve completed my keyword research, I’d create articles on topics that bring the right audience (people who need an ergonomic desk, whether they know it or not) to the website. I’d even create it if it were a search term that resulted in a zero-click search.

Why?

Because not all content has to be used for search engines.

When I’ve done my keyword research, I share it with other marketing teams. Assets, such as a blog, created for the keywords, can also be shared on social media and emails.

Important note: For this to work, you must have a content strategy that includes other marketing teams, and you must work together to share insights and create a marketing funnel. HubSpot has a guide on content strategy here.

Additionally, the inbound methodology is an excellent guide. It focuses less on creating content around what we want to tell people. Instead, inbound marketing is about creating content around what people want to discover. Our audience is coming to us for helpful content that provides the answers they want. And it all begins with keyword research.

3. You future-proof your strategy, no matter what changes in SEO.

Old SEO strategies, including keyword research, were shortsighted.

Instead of thinking long-term, the SEO industry has long focused on clicks and impressions within Google.

The problem?

The keywords used to generate the most clicks and achieve the impressive (on the surface) looking, upward trending graphs didn’t generate conversions. This thinking was always short-sighted, and now this short-sighted approach simply won’t work.

Before, this approach could earn incredible click graphs with soaring impressions and clicks.

Now, with AI fulfilling user needs, these tactics leave sites at a plateau, or worse, with declining traffic and no money from the traffic SEO is getting.

If SEO isn’t earning money, it’ll struggle to get future budgets.

A study by Sparktoro shows an overall negative trend for US and EU traffic clickthroughs from Google.

Source

So, how does keyword research future-proof a strategy?

You do the research in a way that meets audience needs. If you can do that, you can serve your audience no matter where they search, and your service will be useful to them, not just gain clicks for your site.

Here’s an example of the old way of doing keyword research for a florist. The main strategy is traffic from keywords with high search volume per month, for example:

• “How to press flowers”​ (18,100 searches per month)
• “How to dry flowers​” (12,100 searches per month)
• “How to make flowers last longer​” (12,100 searches per month)
• “How to preserve flowers”​ (12,100 searches per month)
• “What flowers are safe for cats?”​ (5,400 searches per month)

Previously, a page one rank for any of these keywords would return a mega, upward-trending click graph.

But would it bring conversions? Unlikely.

The keywords above are informational, meaning the searcher wants to be educated. They got clicks before, but not conversions. Ranking for these keywords didn’t impact the bottom line.

And now, with AI overviews, these queries barely return clicks.

Here’s an AI overview for the keyword, “how to press flowers.” It’s very detailed and even includes a video.

Informational keywords are no longer the goal. Instead, I research audience needs, pain points, and conversion-driven keywords.

Sticking with the florist example, keywords might include:

• “Where to order flowers for delivery”​ (9,900 searches per month)
• “flowering daisy plants​” (18,000 searches per month)
• “send flowers to someone” (12,000 searches per month)
• “buy flowers online​” (9,900 searches per month)

These are transactional keywords, meaning the searcher wants to complete an action (a conversion). These keywords are likely to lead to sales and should be prioritized when conducting keyword research.

No matter where people search or how they search, these keywords will keep bringing revenue to the business.

As below, a search for “buy flowers online​” doesn’t show AI overviews; instead, the SERPs get straight to the businesses that can meet the searcher’s intent and sell the flowers.

Although the transactional keywords listed above have a high search volume, this often isn’t the case, especially in complex B2B. With the new way of doing keyword research, search volume isn’t an issue, because high search volumes can result in zero clicks. It’s quality clicks that matter.

I talked to HubSpot Growth Manager Amal Kalepp, who echoes this sentiment.

Kalepp warns that one of the common mistakes people make is assuming that a higher monthly search volume (MSV) is better. “‘Instagram marketing’ might seem like the best keyword to rank for because it has millions of searches,” she says. “But it makes it much more difficult to rank.

“You might have better luck with something like ‘Instagram marketing for small businesses’ — and then that can be your niche.”

She says you could get “a lot more traffic ranking for a keyword with a lower MSV and lower competition” than one with a high MSV.

4. It helps you increase revenue and meet business goals.

When you understand your buyer and research the right keywords, you’re on the path to making money directly from SEO efforts.

Revenue-generating SEO is what keeps budgets flowing and decision-makers and stakeholders happy.

There is one complication with keyword research and ranking. While it’s easy for me to say that we need to target bottom-funnel keywords, we also need to be able to rank for them.

5. You can determine whether or not a site will rank for desired keywords.

Keyword research helps us determine whether or not our site has a chance of ranking.

Kalepp says that keyword research “determines who your competitors are and which area of the search landscape you can rank for. Doing keyword research and understanding where your blog or website sweet spot is — that’s what gives you rankability.”

In other words, when we search for a keyword, we can see who our competitors are (those ranking), and whether or not our site has a chance of ranking, too. I cover this in detail in the section “Prioritize low-hanging fruit.”

Elements of Keyword Research

Keyword research can feel complex, so let’s change that by breaking it into four primary elements.

Audience Needs

First, you need to know what your audience needs from you. Without it, how are you going to help them?

Identifying your audience’s needs can stem from keyword research. You can use tools (listed below) to see what people are searching for.

I love understanding audiences through keyword research, but I don’t like relying entirely on keyword research. Instead, I want to talk to my audience, sales teams, and customer service to hear from them.

Ask customers or prospective buyers:

• What was happening in your business when you started looking for a solution?
• What was the biggest challenge you were facing?
• What would have happened if you hadn’t solved this problem?
• What did we do that helped you solve problems?
• What do you wish we could’ve done better?
• What information do you wish you had understood earlier in the process?
• What other solutions did you consider before choosing us? Why?
• What made you choose us over others?
• Was there anything that nearly stopped you from buying?
• Who was involved in the decision?
• How did you research or find information before making a decision?

Pro tip: Use the audience insights to create buyer personas. You can create a buyer persona for free using HubSpot’s Make My Persona Buyer Persona Generator. It’s easy, and the workflow will ensure you don’t miss anything. If you want help creating detailed buyer personas, read: How to Create Detailed Buyer Personas for Your Business

Ask sales or customer service teams:

• What are the most common objections you hear?
• What questions do prospects ask most often on calls?
  What part of the sales process do leads get stuck on?
• What triggers a buyer to start looking for a solution like ours?
  What language do buyers use when describing their problems?

• What do customers get confused about the most?
• What features or benefits do they rave about?
• Are there recurring issues or complaints?
• What do customers often ask for that we don’t offer?
• What types of customers seem the happiest (or least happy)?
• What assets do you most need to help your workflow process?

Pro tip: Use this information to answer frequently asked questions that are integral to shaping the customer experience. Knowing what your sales and customer service teams need to improve workflows gives your content and assets extra value. If you create a blog, for example, and sales and customer service share it, they’re saving time on nurturing, and your content is getting eyes on it without relying on search.

Search Behavior

You need to know where your audience is searching before you can create content for them. Your audience research should give you some ideas, and you can use tools like Google Search Console (GSC) and Google Analytics (GA4) to see how people like to search.

Google Search Console

Google Search Console shows what people search for to find your website and how many searches get clicks.

Here’s what the report looks like.

Go to GSC > Performance > Queries.

Any searches that resulted in an impression or click are listed here. You can use this report to see what your audience is searching for you and which queries result in the most clicks.

From the screenshot above, I can see that most people search my brand name, followed by my name, to click my site; it makes sense since most of my marketing is done via LinkedIn. The next most popular keywords are listed.

Google Analytics

GA4 has a report that helps you see where traffic has come from. Here’s how to find it.

Go to GA4 > Find your project > Reports > Acquisition > Traffic Acquisition

In the report, hit the plus next to the drop-down “session primary…channel group” and add “session source/medium.”

In the screenshot above, I can see that visitors to my blog are coming from:

• Google (87.74%)
• Bing (1.73%)
• ChatGPT (0.12%)
• Reddit (0.09%)

It appears my audience is most active on Google.

One very important caveat: This data is owned data, and it only shows how people are finding my site.

Why does this matter?

Because there could be untapped opportunities.

To find untapped opportunities, it helps to do broader research using typical user demographics.

For example:

Axios found that just over a quarter of 18 to 24-year-olds start their search on video platforms such as YouTube and TikTok. Knowing this, if this age demographic is your target audience, maybe you need to think about keyword research on video platforms.

In its latest Consumer Trends Report, HubSpot found that more men prefer generative AI search than women. Men (33%) are significantly more likely than women (25%) to find gen AI–powered search “much” more appealing for online shopping.

The takeaway?

Considering the audience and their preferences, you can tailor your efforts to the platforms users prefer based on user behaviour. Meeting user preferences likely increases conversions. If you’re targeting Gen-Z, keyword research on video platforms might be best. If you’re selling products to men, prioritizing keyword research for LLMs might be the way forward.

3. High-Quality Content and Relevance

Google ranks content based on relevance.

• The content needs to make sense for your business. This means: no creating content, just competitors are.
• Content must meet search intent, meaning the content you create is precisely what the searcher (your audience) is looking for.

Your content will only rank for a keyword if it meets the searchers’ needs.

In addition, your content must be the best resource for the query; Google won’t rank your content as highly if it doesn’t provide better value than its competitors.

4. Site Authority

Google gives more weight to sources it deems authoritative. So, how do you become an authoritative source? Start by enriching your site with helpful, informative content and promoting that content to earn social signals and backlinks.

HubSpot.com and the HubSpot Blog are well-established sites, and we work hard to ensure we provide the content our readers are searching for.

As a result, the root domain and subdomain have very high domain authority:

Source

If you’re not seen as authoritative in the space, or if a keyword’s SERPs are loaded with heavy sources you can’t compete with (like Forbes or The Mayo Clinic), you have a lower chance of ranking.

I’m going to lay out a keyword research process you can follow to help you come up with a list of terms you should be targeting.

That way, you’ll be able to establish and execute a strong keyword strategy that helps you get found for the search terms you care about.

Step 1. Make a list of important, relevant topics based on what you know about your business.

Before you do anything else, think about the topics you want to rank and come up with one to three different topics you’d like to focus on.

There is nothing wrong with a bit of common sense when it comes to keyword research.

Important note: You can do as many topics as you like, but in my ten years of experience, working across various industries, one to three topics is usually enough. The risk with doing too many is that you don’t work on anything particularly well, and resources are spread too far.

Remember that you need to create content to rank for these topics, and that’s time-consuming. Keyword research and SEO are never complete, and once you’ve moved a site for one to three topics, you can find a few more to focus on.

Refer to the audience research aforementioned. Find out precisely what prospects and customers searched and what challenges they had to resolve before working with you or buying your product.

Not sure where to start? Think about what you want to be known for. You can also put yourself in the shoes of your buyer personas and think about what they want to know.

HubSpot, for example, might have topics like:

• “SEO” (246,000)
• “blogging” (9,900)
• “CRM software” (60,500)
• “social media marketing” (49,500)
• “email marketing” (33,100)
• “lead generation” (18,100)
• “inbound marketing” (9,900)
• “marketing analytics” (6,600)
• “marketing automation” (14,800)
• “AI marketing” (5,400)
• “AI CRM” (1,300)

The number in parentheses is the MSV, according to Semrush.

That data allows you to gauge how important these topics are to your audience and how many different subtopics you need to create content on to be successful with that keyword.

Source

Now we’ve got topics, we need to flesh out content ideas and start keyword mapping.

Step 2. Identify keywords for the conversion-driven page.

Every step of keyword research for SEO, and any search platform, such as ChatGPT or social media, should be completed with the conversion goal in mind.

Although conversion is the final step in the buyer journey, starting with this page is critical because it helps keep a strategy focused. If you know where you want audiences to end up (on the conversion-driven page and buying something or enquiring about it), you can strategize to make that happen.

For example, sticking with the “AI CRM” topic above. HubSpot needs a page designed to convert people who need AI CRM solutions.

First, we need a commercial or transactional keyword.

Commercial keywords are searched by people investigating brands or services.

Transactional keywords are searched by people ready to take action.

I use Semrush’s Keyword Magic Tool to identify the intent behind a keyword.

I typed in “AI-Powered CRM” and found the following:

• AI-powered crm​ (320)
• AI-powered crm tools​( 30)
• AI-powered crm​ (30)

All of these searches have commercial intent.

Source

Important note: You do not have to use Semrush to do this. I share more tools below, including free tools, but Ahrefs also does this well. Here’s what search intent looks like on Ahrefs:

Source

If you don’t have access to tools, you can do this manually and for free!

Here’s how:

Type your keyword into Google and see what comes up.

A search for “AI Powered CRM” shows the following results:

The top results are product pages. Therefore, you can assume that the search intent is commercial and/or transactional. Google is showing pages that people can easily convert on.

To help you identify a transactional or commercial keyword, here are the SERPs for informational searches.

I typed in, “Should I use a CRM?” and the result looks like this:

Instead of conversion pages, Google prioritizes informational pages such as:

• AI overviews
• Blogs
• Informative videos
• Reddit

All of the above point to informational search.

Okay, so now you know which keywords show the money-generating page. Your next task is to create a page that efficiently uses your researched keywords, giving it the best chance of ranking.

Here’s a screenshot of HubSpot’s bottom-funnel, conversion-driven landing page for the commercial keyword “AI Powered CRM”:

You can see it’s driven for conversion because you can:

1. Easily convert by clicking “Get a demo” or “Get started free” in the hero.
2. Access key information such as “Product Description,” “Pricing Overview,” and “Features.”
3. Feel safe with the solution because large HubSpot customers like Vue, Unipart, Smeg, and Casio are listed.

This is the type of page you need to create.

Now, all we’ve got to do is get visitors to it via search. If only that were easy.

The long-term goal is to create a keyword strategy that:

• Ranks your page number one on search engines.
• Earns citations within AI overviews and large language models (LLMs) like ChatGPT and Perplexity.
• Has your audience abuzz so they’re recommending you on social media and referring to friends.

Naturally, it’s not as easy as sticking up one converting page; the strategy must span the buyer journey.

This is where buyer journey keywords come in. I use them to support content that funnels audiences to the conversion-driven page when it’s right.

I’ll talk you through that next.

Step 3. Choose your supporting content and buyer journey keywords.

Now that you have topics and conversion-driven pages that you want to focus on, it’s time to identify keywords for supporting content.

For this, you need to think about the entire buyer journey.

It’s unrealistic to create a page designed for conversion and expect people to convert from you sharing it. There’s a long way to go before a person is ready to buy. An average B2B sale is 379 days, and data shows that the decision time before buying in B2B increases yearly.

Compared to B2B, B2C sales are faster and have mostly one-off purchases.

When a buying process takes a year or more, your brand must be at the front of mind.

Here’s a simplified buyer journey:

Keyword research can help you identify suitable content pieces for every step of the buyer journey. The step before this (Determine your conversion page and its associated keywords) focuses on the decision stage.

Good keyword research works backwards through the buyer journey to keep content relevant and as close to conversion as possible. If you start with the identification stage, it’s easy to get overwhelmed by informational topics; you can end up following tangents that aren’t as related to the conversion as they need to be for a successful keyword and marketing strategy.

Your SEO keyword research tools will help you find content across each stage because you can filter by search intent.

I want you to think about keyword phrases you want to rank for in the SERPs (search engine results pages) because your target customer is probably conducting searches for those specific terms.

Sticking with the “AI CRM” page, the goal is to create content that ranks and supports the buyer journey.

HubSpot has done this well. Here’s some of the content that helps people who need AI CRM and are in the consideration phase:

• I Tried Three Generative AI CRMs: Here Are My Thoughts
• 9 CRMs That Now Offer AI (and How to Make the Most of Them)

I wrote both of these articles, and they help people in the consideration stage because I recommended tools they might need. Most people who need an AI CRM don’t have the time to test every single one, but I alleviated some of this for them and will help them shortlist the best CRMs for them. This content isn’t about heavily pushing the HubSpot solution; it’s more about providing the information required for the consumer to make the right decision.

A more informational topic for buyers higher up the funnel might include How to Choose the Best Free CRM System.

Step 4. Map your keywords and document your keyword research.

As you complete the steps outlined above, you’ll want a database to map your keywords to topics.

Keyword mapping is the action of assigning keywords to content that gives that keyword the best chance of ranking. To do it well, you need:

• The keyword
• The intent
• The type of content that’s ranking

I like to use a Google Sheet to map keywords. Here’s what my sheet looks like:

I have columns for the following details.

• Priority: The highest priority topics are those that should be created first.
• Status: Where the content is within a workflow (eg, briefing, writing, designing images, editing, published)
• Brief submitted: The date a brief was submitted to the writer.
• Title: Page title I use the heading or the title tag here.
• Focus keyword: The most important keyword that I want the content piece to rank for.
• Supporting keywords: Additional keywords that I want the content piece to rank for.
• Writer: The person responsible for writing the content.
• Pillar: The topic the piece belongs to. This is usually the main topic (like AI CRM).
• Page Type: The type of page we need to create for the content to have the best chance of ranking (eg, blog page, landing page, product page, etc.)
• New, Edit, or Rewrite: Whether the content is new or existing. I like to differentiate between an edit (light editing to an existing page) and a rewrite (significantly editing the content, perhaps even taking the content down and starting again).
• Notes: Any notes I might want to remember for later. Perhaps a noteworthy insight will help the briefing process or the writing.
• Content brief link: I create my briefs in Google Docs and link them here.
• Live link: is the URL on which the content is published.

I use this document to manage my workflows and remember where I’ve mapped my keywords. It’s important because as your topics get bigger, you need to keep track of keywords already covered.

I often customize this template depending on client needs and workflows. For example, you might also add:

• Editor: The person handling the editing of the writing.
• Word counts: To help manage writing budgets and expectations for a content’s length.
• Buyer persona: The audience for which the content is created.

The beauty of a Google sheet is that you can customize it however you like.

Once you know the keywords you want to rank for, it’s time to refine your list based on the best ones for your strategy. Here’s how.

1. Prioritize low-hanging fruit.

Prioritize keywords that you have a chance of ranking for based on your website’s authority.

Large companies typically go after high search volume keywords, and since these brands are well established already, Google typically rewards them with authority over many topics.

You can also consider keywords that have little competition. Keywords that don’t already have multiple websites battling for the highest rank can afford you the spot by default, if there’s no one else trying to claim it.

Here’s an example:

Let’s say a new SaaS product has entered the market. A company has created a new CRM solution. The domain name was bought recently, and the site is live with the essential pages: a homepage, a product page, and some standard page templates like about and contact.

Eventually, the company wants to rank for the keyword “CRM.”

A search for this keyword shows the following top results:

The top four ranking results include some of the largest SaaS companies in the world. A startup is extremely unlikely to rank here.

With this knowledge, the startup CRM company could instead rank for keywords with lower competition, for example, “crm for dental practices,” which returns much smaller companies, see the image below:

Keyword research can help us determine a website’s chances of ranking and weed out the low-hanging fruit, opportunities where a business can rank and differentiate its offering.

This is important for Google, but there are also benefits for AI search.

Identifying niches can help websites stand out in AI search tools like ChatGPT. When I wrote about the Future of SEO for HubSpot, I spoke to Nate Tower, president at Perrill, who had some interesting insights about AI search. He said that people searched ChatGPT differently from Google. They use longer-tail keywords and get hyper-specific.

“CRM for dental practices” is much more specific than “CRM,” and brings us closer to how people search in LLMs.

Here’s an example of a longer tail keyword and my client’s ranking in the top spot within the AI search:

We achieved this through keyword research and understanding buyer needs. We know there’s a need for a service like this, so we created a page targeting the keyword and earned the ChatGPT citation and the rank on Google.

Check the monthly search volume (MSV) for keywords you’ve chosen.

You want to write content around what people want to discover, and checking MSV can help you do just that. Monthly search volume is the number of times a search query or keyword is entered into search engines each month.

Here are the results from Semrush on “SEO keyword strategy,” which has an MSV of 390:

Source

Tools like searchvolume.io or Google Trends can help you find the most searched keywords for related keyword clusters for free.

2. Factor in SERP features as you choose keywords.

Certain keywords return certain enhanced listings called SERP features or rich snippets.

I will share some of the most common ones below, but there are more than 40 — you can read about them on Google.

I’ll summarize the more common snippet types here.

Image Packs

Image packs are search results displayed as a horizontal row of images that appear in an organic position. If there’s an image pack, you should write an image-heavy post to win placement in it.

For instance, here’s the image pack for “what is the buyer journey”:

AI Overviews

A relatively recent addition to Google’s SERP features, AI Overviews provides an AI-written summary for some searches.

Featured Snippets

Featured snippets are short snippets of text that appear at the top of Google search results for quick answers to common search queries. I asked Google, “Where do elephants live?” and it returned this featured snippet:

Understanding the searcher’s intent and providing succinct answers can help you win a featured snippet.

List Snippets

List snippets, or listicles, are made for posts outlining steps to do something from start to finish, often for “How To” searches. Writing posts with direct, clear instructions and formatting can assist in winning this placement.

Video Snippets

Video snippets are short videos that Google displays at the top of a SERP instead of text-based featured snippets.

Posting a video on both YouTube and your website can help you win this placement if you’re tagged in the targeted keywords people are searching for.

3. Check for a mix of head terms and long-tail keywords in each bucket.

Head terms are keyword phrases that are generally shorter and more generic, typically just one to three words in length.

Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.

You should have a mix of head and long-tail search queries to build a well-balanced keyword strategy with long-term goals and short-term wins.

Head terms are generally searched more frequently, making them often (not always, but often) much more competitive and harder to rank for than long-tail terms.

Think about it: Without looking up search volume or difficulty, which of the following terms would be harder to rank for?

1. How to write a great blog post
2. Blogging

If you answered #2, you’re right. Here’s the breakdown:

Source

Head terms generally boast the most search volume (meaning greater potential to send you traffic), but the traffic from “how to write a great blog post” is probably more desirable because people using specific queries are more likely to be your ideal audience than those searching more generally.

Because long-tail keywords tend to be more specific, it’s usually easier to determine search intent. Someone searching for the head term “blogging” might not be your target audience.

Kalepp says that head keywords “can make it really difficult to rank, especially if you are a newer blog and you don’t have that domain authority quite yet.”

She recommends “targeting those long-tail keywords, because often the competition is lower on them. And it allows you to develop a niche and allows you to rank.”

Pro tip: Check your keyword lists for a healthy mix of head terms and long-tail keywords to give you quick results and a long-game advantage.

Kalepp, who’s worked on both the HubSpot and The Hustle blogs, says it can be challenging to find the right balance.

When she worked on the HubSpot blog, “there wasn’t a lot of fluctuation in what the search volume looked like, but for The Hustle blog, there were constant changes because we were writing about subjects that were really trendy.

“And so it was imperative for us to strike when it was hot,” she says of The Hustle blog.

4. See how competitors are ranking for these keywords.

Just because a keyword is important to your competitor doesn’t mean it’s important to you. However, understanding what your competitors are trying to rank for is a great way to help you give your list of keywords another evaluation.

If your competitor is ranking for certain keywords that are also on your list, it makes sense to work on improving your ranking for those.

Kalepp says she’s a big fan of “doing a competitor analysis and understanding that landscape really well — and then using those same content pillars to build out a content library.”

Don’t ignore the ones your competitors don’t seem to care about — it could be a great opportunity to own market share on other important terms.

Pro tip: A quick way to understand which terms your competitors rank for is manually searching for keywords in an incognito browser to see your competitors’ positions.

5. Think about topics versus keywords.

“Search intent” is something I frequently hear about from HubSpot SEOs. That’s because the reason a user types in a particular keyword matters — a lot.

Our content has to solve users’ problems. If you found your way to this article via the search term “SEO keyword strategy,” we have to anticipate your questions on this topic. And then answer them.

SEO is evolving at breakneck speed, but keyword research remains foundational to search intent. It tells you what topics people care about and how popular those topics actually are among your audience.

The operative term here is “topics,” plural. By researching keywords with a high volume of monthly searches, you can identify and sort your content into topics or buckets that you’ll use to create content.

Then, you can use these topics to dictate which keywords you look for and target.

Keyword Research Tools That Help With the Process

Keyword research and SEO tools can help you brainstorm more keyword ideas based on exact-match keywords and phrase-match keywords based on the ideas you’ve generated up to this point. And with AI-enabled tools at your fingertips, SEO research is more accessible than ever.

Throughout this article, I’ve referenced some of my favorite tools (Google Search Console, Google Analytics, Semrush, Moz, and Ahrefs). Still, there are so many more tools that suit different needs and budgets.

Here are a few popular options to try:

Google Keyword Planner

Google’s Keyword Planner is an ad tool that can be very useful for SEO keyword research.

It’s completely free to use, which makes it highly desirable for some. You need an AdWords account to use it, but you do not need an ad running. In the past, I’ve set up ads and then just paused them to get access to this free tool.

Once you’ve got an account, here’s how you find Keyword Planner:

Tools > Keyword Planner > Discover new keywords

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You can get search volume and traffic estimates for keywords you’re considering. Type in the keyword and see what Google Keyword Planner suggests.

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Level up this research by taking the keywords into Google Trends to fill in some blanks.

Google Trends

Have a look at the trend history and projections in Google Trends to see if there’s any seasonality to the phrase. Google Trends can help you determine which terms are trending upward and are worthy of your focus.

An upward trend like the one below suggests the keyword is trending now and worth covering.

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A downward trend suggests the keyword/topic is less popular than it used to be and may not be worth pursuing.

Another Free Keyword Research Tool is RyRob’s easy-to-use keyword research tool, which provides keyword and keyword cluster topics.

Keywords Everywhere is a firm favourite of mine. It’s so cheap that I use it alongside Semrush for analysis within SERPs. I like the Chrome extension that brings some keyword insights into the SERPs. Here’s what it looks like:

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HubSpot Marketing Analytics Software

Once your keyword research is complete and strategies are underway, it’s important to measure marketing success so you can iterate on the process and get more traffic.

HubSpot’s Marketing Analytics Software allows you to manage the performance of all your marketing campaigns in one place with built-in analytics, reports, and dashboards.

• Marketing Analytics
• Dashboard Software
• Website KPIs
• And More!

Get started with HubSpot’s free Traffic Analytics Tool.

Drill down into your website’s traffic sources and sift through your organic search traffic bucket to identify the keywords people use to arrive at your site.

Repeat this exercise for each of your topic buckets.

Having trouble brainstorming with relevant search terms? You can always head over to your customer-facing colleagues in sales or service. Ask them what types of questions they’re fielding.

Those are my favorite starting points for keyword research. In addition to creating great SEO-optimized content, this step allows you to create helpful resources to share with customers and to use in marketing campaigns.

HubSpot uses the Search Insights Report, a template designed to help you bucket your keywords into topic clusters, analyze MSV, and inform your editorial calendar and strategy.

Featured Resource: Search Insights Report Template

Download the Template

You’re ready to build out your SEO content.

Keyword research is still really important, and I hope this article has given you the insights you need to conduct keyword research in a way that supports business goals.

Here are a couple of articles that I think will help you develop your keyword research skills in a way that future-proofs your strategy:

• How to use buyer journey keyword research to unlock SEO-generated revenue
• What the buyer’s journey looks like in 2025: Action-packed insights from 4 major studies

Editor’s note: This post was originally published in January 2014 and has been updated for comprehensiveness.

Human Resources firms face a unique set of challenges when managing client relationships. From tracking candidate pipelines and coordinating with hiring managers to managing client accounts and compliance documentation, HR workflow is multifaceted and high-touch. Traditional tools like spreadsheets or generic databases quickly fall short when firms scale, leaving communication gaps, workflow inefficiencies, and lost opportunities.

That’s where Customer Relationship Management (CRM) systems offer a transformative solution. While CRMs were originally designed for sales and marketing teams, today’s platforms have thoughtfully expanded to support specialized industries like HR with purpose-built features.

Modern CRMs provide customizable recruitment pipelines that match your exact workflow, intelligent automation that handles routine tasks, and centralized databases that keep all your candidate and client information organized and accessible. These capabilities empower recruiters and HR consultants to reclaim hours in their day, create exceptional experiences for both candidates and clients, and build thriving practices that scale smoothly.

BTW: Did you know that Scrums.com reduced deal closing time by 50% by implementing HubSpot’s Sales Workspace? If you didn’t, you do now.

In this article, we’ll explore the best CRMs for HR businesses, including:

• A side-by-side comparison table
• Detailed feature breakdowns
• A quick-start guide to help you choose and implement the right solution

We’ll also highlight real-world examples of how companies in the HR space are using CRMs — like HubSpot — to streamline operations and drive growth.

Table of Contents

• What is a CRM for HR?
• CRM Comparison Table
• Best CRM Software for HR Businesses
• Benefits of CRM Software for HR Businesses
• 5 Important Features for an HR CRM
• How to Choose a CRM for HR Businesses (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for HR Companies

What is a CRM for HR?

A CRM for HR is designed to help human resources professionals manage relationships with clients, candidates, and internal stakeholders more efficiently. It centralizes communication, tracks candidate progress through recruitment pipelines, and automates repetitive tasks, freeing HR teams to focus on people, not paperwork.

HubSpot exemplifies this. It’s a scalable CRM solution that seamlessly manages candidate pipelines from sourcing to placement, streamlines client communication through unified inboxes and automated updates, and provides powerful automation across all HR functions — from interview scheduling to compliance tracking — making it ideal for growing HR teams that need a platform capable of expanding with their business needs.

Best CRMs for HR Businesses at a Glance

CRM	Best For	Key Features	Pricing	Free Trial
HubSpot (Operations Hub)	HR companies seeking an all-in-one platform with strong automation and scalability	Candidate tracking and pipeline management Email automation and templates Custom properties for HR-specific data Reporting dashboards Integration with job boards Mobile app access	Free: $0 Starter: $9/user/month Professional: from $720/month Enterprise: $2,000/month	Yes, 14 days
Zoho Recruit	Staffing agencies and HR teams needing specialized recruitment features	Resume parsing and candidate matching Interview scheduling Client and vendor portals Job posting to multiple boards Customizable workflows	Free: $0 Standard: from $25/user/month Professional: $50/user/month Enterprise: $75/user/month	No, demo scheduling required
Bullhorn	Large staffing firms requiring industry-specific functionality	ATS and CRM combined VMS integrations Commission tracking Placement analytics Mobile recruiting tools	Custom pricing only (typically $99 to $150/user/month)	No, demo scheduling required
JobAdder	Growing recruitment agencies wanting cloud-based flexibility	Job board posting automation Candidate sourcing tools Contract and timesheet management Custom fields and workflows LinkedIn integration	Custom pricing only (see here)	No, demo scheduling required
Vincere	Boutique agencies needing visual pipeline management	Kanban-style interface Built-in calling and SMS Revenue forecasting Candidate compliance tracking Browser extension for sourcing	Custom pricing only (see here)	No

Best CRM Software for HR Businesses

With so many CRM platforms on the market, it can be challenging to find one that aligns with the unique needs of HR professionals. Whether you’re managing client relationships, tracking candidates, or coordinating team workflows, the right CRM can make all the difference.

Below, we’ve rounded up the top CRM software solutions tailored for HR businesses — each offering tools to help streamline recruitment, enhance communication, and drive long-term growth. Take a look:

1. HubSpot

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Best for: HubSpot serves growing HR companies that require scalable automation and unified candidate-client management.

Key HubSpot Features

• HubSpot’s automated email sequences: Crucial for HR teams to nurture passive candidates over time and maintain engagement with talent pools without manual follow-ups. HubSpot’s sequences automatically stop when candidates reply, ensuring personalized communication at scale while tracking all interactions in the candidate’s timeline.
• HubSpot’s custom HR pipeline management: Mirrors the recruitment workflow from initial contact through placement, allowing teams to thoroughly track candidates through stages like “Sourced,” “Screened,” “Interview Scheduled,” and “Offer Extended.” HubSpot’s drag-and-drop pipeline customization lets HR teams create multiple pipelines for different job types or clients, with automated stage transitions based on candidate actions.
• HubSpot’s LinkedIn Sales Navigator integration: Enables recruiters to sync candidate data directly from LinkedIn searches into HubSpot, automatically creating contact records and tracking touchpoints. HubSpot’s integration captures LinkedIn profiles, job histories, and mutual connections.

HubSpot Pricing (Operations Hub)

• Free: $0
• Starter: $9/user/month
• Professional: from $720/month
• Enterprise: $2,000/month

2. Zoho Recruit

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Best for: Staffing agencies handling high-volume recruitment who need intentional resume parsing and multi-client management capabilities.

Key Zoho Recruit Features

• AI-powered resume parsing: Essential for agencies processing hundreds of applications daily, automatically extracting candidate information.
• Client portal access: Streamlines the approval workflow by allowing hiring managers to review shortlisted candidates, provide feedback, and track interview progress.
• Multi-channel job posting automation: Posts openings to job boards simultaneously, including Indeed, Monster, and CareerBuilder.

Zoho Recruit Pricing

• Free: $0
• Standard: from $25/user/month
• Professional: $50/user/month
• Enterprise: $75/user/month

3. Bullhorn

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Best for: Enterprise staffing firms and large recruitment agencies managing complex contractor relationships and compliance requirements across multiple locations.

Key Bullhorn Features

• VMS (vendor management system) integration: Critical for agencies working with enterprise clients, syncing job orders, submissions, and candidate status updates.
• Automated commission tracking: Handles the complex workflow of calculating recruiter commissions based on placements, including split fees and tiered structures.
• Mobile-first design with Bullhorn Novo: Allows recruiters to manage their entire desk from their phone, including texting candidates, updating records, and accessing real-time analytics during client meetings.

Bullhorn Pricing

• Custom pricing only (typically $99-150/user/month, minimum user requirements apply)

4. JobAdder

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Best for: Mid-sized recruitment agencies transitioning from spreadsheets who need an intuitive cloud platform with job board connectivity.

Key JobAdder Features

• One-click job board posting: Vital for agencies needing maximum job visibility, automatically reformats and posts jobs to boards.
• Integrated video interviewing: Streamlines the screening workflow by embedding video interview links directly in candidate communications.
• Timesheet and contract management automation: Connects placement data with invoicing systems, automatically generating timesheets for contractors and triggering invoice creation based on approved hours.

JobAdder Pricing

• Custom pricing only (see here)

5. Vincere

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Best for: Boutique recruitment firms and specialized headhunters who value visual workflows and need built-in communication tools to maintain candidate relationships.

Key Vincere Features

• Kanban-style visual pipeline: Perfect for visual thinkers in recruitment, allowing drag-and-drop candidate management across stages.
• Built-in calling and SMS platform: Eliminates the workflow disruption of switching between systems, automatically logging all calls and texts to candidate records.
• Browser extension for LinkedIn and job boards: Streamlines the sourcing workflow by allowing recruiters to import candidate profiles with one click.

Vincere Pricing

• Custom pricing only (see here)

Benefits of CRM Software for HR Businesses

Streamlined Candidate Tracking Prevents Lost Talent

HR companies often lose top candidates when information gets scattered across recruiter inboxes, personal spreadsheets, or forgotten after initial screenings. HubSpot’s CRM centralizes all candidate activity through its unified contact records, ensuring every prospect is tracked from first contact through placement. With HubSpot’s pipeline visibility features, teams can instantly see:

• Candidate status in customizable recruitment pipelines
• Who last engaged with the candidate via HubSpot’s activity timeline
• What interview stages remain through HubSpot’s deal stage tracking

HubSpot’s task automation and reminder workflows prevent situations where qualified candidates accept other offers due to poor communication management, while its mobile CRM access ensures recruiters can update candidate status from anywhere.

Automated Client Reporting Reduces Monthly Billing Chaos

The manual process of compiling placement data, generating activity reports, and distributing updates to hiring managers can consume days each month. HubSpot’s automated reporting capabilities transform this process by:

• Pulling real-time recruitment metrics through custom report builders
• Generating formatted performance reports via HubSpot’s scheduled dashboards
• Distributing updates automatically through HubSpot’s email automation and client portals

HubSpot’s reporting automation transforms a stressful, error-prone scramble into a smooth process. Its custom analytics dashboards free account managers to focus on client relationships rather than spreadsheet manipulation, while ensuring clients receive professional, data-rich updates consistently.

Talent Pool Intelligence Unlocks Passive Candidate Access

In recruitment, the best candidates are often happily employed and not actively searching. HubSpot’s list segmentation and contact scoring features map your historical placements and candidate interactions, revealing warm connections to passive talent. HubSpot’s smart lists can automatically segment candidates by:

• Previous placement success rates
• Skill sets and experience levels
• Engagement history and referral sources

Instead of starting cold outreach from scratch, recruiters use HubSpot’s personalization tokens and automated sequences to systematically leverage past relationships, while its integration capabilities connect with LinkedIn and other sourcing platforms for enriched candidate intelligence.

Proactive Pipeline Monitoring Protects Revenue Targets

Managing multiple job requisitions across different clients makes it easy to miss stalled searches or at-risk placements. HubSpot’s pipeline visibility and workflow automation provide proactive monitoring by:

• Tracking days-in-stage metrics through custom reports
• Flagging aging requisitions with automated alerts
• Notifying teams of bottlenecks via HubSpot’s notification center

HubSpot’s deal stage automation and forecasting tools create an early warning system that helps recruitment managers intervene before positions go unfilled too long. Its mobile CRM access ensures managers can monitor pipeline health and take action from anywhere, protecting client satisfaction and preventing lost revenue from cancelled searches.

Compliance Documentation Simplifies Legal Protection

Maintaining proper documentation has become critical for HR companies facing discrimination claims, EEOC audits, and client compliance requirements. HubSpot’s activity tracking and custom properties automatically:

• Log all candidate communications in permanent timelines
• Track hiring decision rationales through custom fields and notes
• Maintain diversity reporting trails via HubSpot’s list segmentation

When clients or regulators request documentation, HubSpot’s automated reports and audit logs make everything instantly accessible and properly organized. Its GDPR compliance tools and data retention policies turn what could be weeks of email searching into simple report generation through HubSpot’s reporting dashboard, demonstrating fair, compliant recruiting practices with complete transparency.

5 Important Features for an HR CRM

1. Resume parsing & candidate matching: Automatically extract key information from resumes (skills, experience, education) and match candidates to open positions based on requirements. HubSpot’s smart lists and custom properties enable sophisticated candidate matching, while its automation workflows can instantly route qualified applicants to the right recruiters. This feature eliminates hours of manual data entry and helps recruiters quickly identify the most qualified candidates from large applicant pools, ensuring no top talent slips through the cracks. HubSpot’s Breeze-powered insights can even suggest similar candidates based on successful placements.
2. Multi-channel communication automation: Centralize all candidate and client communications (email, SMS, phone) in one platform with automated follow-up sequences. HubSpot’s sequences and workflow automation let you create trigger-based campaigns that nurture passive candidates, send interview reminders, and keep clients updated on search progress. HubSpot tracks all interactions automatically, maintaining consistent touchpoints without manual effort while providing complete visibility into every candidate relationship through its unified timeline view.
3. Customizable pipeline management: Configure recruitment stages to match your exact workflow. HubSpot’s deal pipelines can be fully customized for recruitment workflows, with drag-and-drop functionality to move candidates between stages. Visual pipeline views in HubSpot help recruiters instantly see bottlenecks, track candidate progress, and forecast placements for better resource allocation, while custom reporting dashboards provide real-time insights into pipeline health.
4. Integrated calendar & interview scheduling: Sync with Google Calendar, Outlook, and Calendly to eliminate the back-and-forth of interview coordination. HubSpot’s meetings tool allows candidates to self-schedule within predetermined availability, automatically sending confirmations and reminders through HubSpot’s email automation. The platform updates all parties when changes occur and logs every interaction in the candidate’s record — reducing no-shows and administrative overhead while maintaining a complete activity history.
5. Compliance tracking & reporting dashboard: Built-in EEOC/GDPR compliance features that automatically log all candidate interactions, track diversity metrics, and generate audit-ready reports. HubSpot’s custom properties and reporting tools track compliance documentation, while its workflow automation ensures required steps are never missed.

How to Choose a CRM for HR Businesses (Step-by-Step)

Step 1: Map your workflows.

Start by documenting your current recruitment processes from initial client contact through candidate placement and follow-up. Identify every touchpoint where information changes hands between team members. Include workflows for:

• New client onboarding and job order creation
• Candidate sourcing and screening stages
• Interview coordination between candidates and clients
• Offer negotiation and placement confirmation
• Post-placement check-ins and contract extensions

This mapping reveals where data gets lost, processes slow down, or manual work creates bottlenecks that a CRM should automate.

Step 2: Identify must-have features.

Based on your workflow analysis, create a prioritized list of non-negotiable features. For most HR businesses, essential capabilities include:

• Resume parsing and candidate matching to process high volumes of applications quickly
• Email automation for nurturing talent pools and client communications
• Calendar integration for seamless interview scheduling
• Customizable pipelines that mirror your unique placement process
• Mobile access for recruiters working on-the-go
• Compliance tracking for EEOC reporting and audit trails

Distinguish between features you need immediately versus those you might want as you scale.

Step 3: Compare ease of use and team fit.

The most feature-rich CRM fails if your team won’t use it. Evaluate platforms based on:

• Learning curve: Can new recruiters become productive within days, not weeks?
• User interface: Is navigation intuitive for non-technical staff?
• Customization flexibility: Can you modify fields and workflows without IT support?
• Support resources: Are training materials, community forums, and customer success teams readily available?

Request demos with actual recruitment scenarios and have different team members test drive the system to gauge real-world usability.

Step 4: Check cost at scale.

Look beyond initial pricing to understand total cost as you grow. Consider:

• Per-user pricing models and how costs increase with team expansion
• Storage limits for resumes and candidate communications
• Feature tiers that may require upgrades as needs evolve
• Integration costs for connecting existing tools like job boards or background check services
• Implementation and training expenses often hidden in initial quotes

Calculate your 3-year total cost of ownership based on realistic growth projections to avoid budget surprises.

Step 5: Choose a flexible platform — like HubSpot.

Select a CRM that grows with your business rather than constraining it. The platform should offer:

• Scalable architecture that handles increasing data volumes without performance degradation
• Regular feature updates that add capabilities without disrupting workflows
• Open API ecosystem for custom integrations as needs evolve
• Unified platform approach where sales, marketing, and service tools work together seamlessly

HubSpot’s CRM enabled HR Connect to halve the time required for building lists and sending emails, demonstrating how the right CRM dramatically improves efficiency. Plus, because of HubSpot’s advanced technology, HR Connect’s sales team spends 25% less time on conversions. By following these steps, you’ll select a CRM that not only solves today’s challenges but positions your HR business for sustainable growth and competitive advantage in the talent acquisition market.

Frequently Asked Questions

What is the best CRM for HR?

The best CRM for HR depends on your company size and specific needs, but HubSpot consistently ranks as a top choice for its scalability, automation capabilities, and all-in-one functionality. HubSpot excels in HR-specific workflows, offering seamless integration with recruitment tools and an incredibly user-friendly interface that requires minimal training.

For growing HR companies and recruitment agencies, HubSpot provides the ideal balance of powerful automation features — from candidate nurturing to interview scheduling — while maintaining ease of use for non-technical recruiters. HubSpot’s scalability means you won’t outgrow it as your business expands. The platform’s extensive integration ecosystem ensures it works smoothly with your existing HR tech stack.

What features should I look for in a CRM for HR?

Essential CRM features for HR businesses include resume parsing, pipeline customization, and email automation — all of which HubSpot delivers with exceptional ease of use. HubSpot’s automation capabilities extend beyond basic features to include:

• Automated candidate scoring and routing
• Intelligent workflow triggers for HR-specific processes
• Seamless integration with job boards and assessment platforms

Look for platforms like HubSpot that offer calendar integration for interview scheduling, duplicate detection, and mobile access. HubSpot’s scalability shines through advanced features including:

• Custom HR dashboards with real-time recruiting metrics
• Automated compliance tracking and reporting
• Client portal access through HubSpot’s Service Hub
• Predictive analytics to forecast hiring needs

HubSpot’s custom fields accommodate HR-specific data like salary expectations, certifications, and availability dates, while its workflow automation ensures nothing falls through the cracks.

Is HubSpot good for HR?

Yes, HubSpot is excellent for HR companies, particularly those seeking to scale their operations efficiently.

HubSpot’s strengths for HR include:

• Unmatched ease of use that gets recruiters productive within days, not weeks
• Powerful automation that eliminates repetitive tasks like follow-ups and status updates
• Robust integration capabilities connecting seamlessly with LinkedIn Recruiter, Indeed, and specialized HR tools
• Scalability that grows from small recruiting teams to enterprise HR departments
• HR-specific workflows for candidate lifecycle management, from sourcing to onboarding

The platform’s unified approach means recruitment data flows seamlessly into business development, making HubSpot ideal for staffing agencies managing both candidates and clients.

How long does it take to implement an HR CRM?

Implementation timelines vary, but HubSpot’s ease of use and pre-built HR-specific workflows significantly accelerate deployment. Basic HubSpot setups for HR teams can go live in 2 to 4 weeks, leveraging the platform’s automation templates and intuitive configuration tools.

HubSpot’s advantages for faster implementation include:

• Pre-configured HR workflows that require minimal customization
• Drag-and-drop automation builders accessible to non-technical users
• Extensive integration library reducing custom development needs
• Scalable architecture that starts simple and expands as needed

Mid-level HubSpot implementations with custom HR-specific workflows and integrations typically require 6 to 12 weeks. Even complex enterprise deployments rarely exceed 3 to 6 months thanks to HubSpot’s APIs and professional services support. The CRM’s ease of use means your team can start seeing value immediately while advanced features are rolled out progressively, ensuring continuous improvement without disrupting daily operations.

Meet HubSpot, the Top CRM Choice for HR Companies

HubSpot stands out as the premier CRM choice for HR businesses seeking to transform their recruitment operations while maintaining the personal touch that drives successful placements. The platform’s proven track record with HR companies demonstrates measurable results that directly impact bottom-line performance.

Key Features for HR Success

• Automated lead generation engine: Integrate with LinkedIn and recruiting platforms to create intelligent outreach campaigns that nurture passive candidates and warm up cold prospects automatically.
• Unified candidate & client management: Centralize all interactions, from initial sourcing through placement and beyond, providing complete visibility across your entire talent pipeline and client relationships.
• Smart workflow automation: Eliminate manual tasks with customizable sequences for interview scheduling, reference checks, and follow-ups that adapt based on candidate and client responses.

Proven Real-World Impact with HubSpot

Joinrs achieved a 20% response rate by implementing HubSpot’s automated lead generation engine integrated with LinkedIn and Apollo. The recruitment platform successfully scaled to manage over 1 million candidates using HubSpot’s centralized data management and automation capabilities.

Additionally, Rankmi’s marketing team scaled from under 10 to nearly 50 people while using HubSpot to manage country-specific content across six Latin American markets.

Ready to see how HubSpot can revolutionize your HR business operations and help you place more candidates faster? Get started with HubSpot today, and join thousands of recruitment professionals who’ve already transformed their workflows, improved client satisfaction, and scaled their businesses with confidence.

Running a roofing business is tough. You’re juggling estimates, managing crews, and trying to keep customers happy. On top of that, most roofing companies struggle to find a CRM that works for their unique needs.

Roofing CRM challenges are different from those in other industries. You need tools that handle weather delays, insurance claims, and seasonal fluctuations. You need systems that work from the roof to the office. And, you need software that helps you convert leads fast — because in roofing, speed wins.

This guide breaks down the seven best CRMs for roofing businesses in 2025. We‘ll cover comparison tables, feature breakdowns, pricing details, and a step-by-step selection process. Plus, we’ll share how real roofing companies are using these systems to grow their revenue.

Table of Contents

• What is a CRM for roofing?
• CRM Comparison Table
• Best CRM Software for Roofing Businesses
• Benefits of CRM Software for Roofing Companies
• 7 Important Features for a Roofing CRM
• How to Choose a CRM for Roofing (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Roofing Companies

What is a CRM for roofing?

A CRM for roofing is customer relationship management (CRM) software built to handle the unique challenges of roofing businesses. It tracks leads from initial contact through project completion, manages estimates and proposals, and keeps your team connected whether they’re in the office or on a roof.

Unlike generic CRMs, roofing-specific systems understand your industry’s needs, like handling insurance claims, managing seasonal workflows, and integrating with measurement tools.

HubSpot is a prime example of a platform that unifies client data and enables personalized customer experiences across sales, marketing, and service teams. HubSpot has helped companies like Roof Maxx increase exclusive dealer growth by over 200%.

Best CRMs for Roofing Businesses at a Glance

CRM	Best For	Key Features	Pricing	Free Trial?
HubSpot	Growing roofing businesses seeking scalability	All-in-one customer platform, lead capture & lead scoring, HubSpot’s AI (Breeze)	Free tier available, paid plans from $15/month	Yes
AccuLynx	Established roofing contractors	Industry-specific tools, material ordering, AI-powered lead intelligence	Custom pricing	No
ServiceTitan	Large roofing operations	All-in-one platform, advanced analytics, marketing attribution	Custom pricing (enterprise)	No
JobNimbus	Small to mid-size contractors	Simple interface, project management, lead tracking	$25/month per user	Yes
Leap	In-home sales focus	Digital presentations, e-signatures, finance integration	$297/month (Team plan)	No
RoofSnap	Measurement & estimation	Aerial measurements, instant estimates, material ordering	Custom pricing	No
ProLine	Communication-focused contractors	Customer relationship management, EagleView integration	$397/month + $100/additional seat	Yes

Best CRM Software for Roofing Businesses

The right roofing CRM can be the difference between a prospect signing a contract or choosing your competition. Let’s analyze the seven best roofing CRMs to ensure you choose the one that best fits your business.

1. HubSpot

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Best for: Growing roofing businesses that want powerful marketing and sales tools with room to scale.

Key HubSpot Features

• All-in-one customer platform: Every roofing business knows it‘s not just about sales. There’s also marketing, customer service, and operations. HubSpot Smart CRM connects your sales, marketing, customer service, and operations so you can ensure all teams and data are aligned.
• Lead capture & lead scoring: Never miss a lead again. Use Marketing Hub forms and sync them with HubSpot Smart CRM to automatically unify and organize leads from various sources — online forms, referrals, and phone calls. Plus, you can create custom lead scoring so your sales team knows which prospects to prioritize.
• HubSpot’s AI (Breeze): Breeze is the suite of AI tools woven into the HubSpot customer platform. Have Breeze surface relevant information about a prospect so you can prepare for estimates, draft personalized emails based on CRM data, or answer customer questions via live chat.

HubSpot Pricing

• HubSpot’s CRM is always free, and it offers free plans for all six core products (marketing, sales, service, content, operations, and commerce).
• Each core product has a free, Starter, Professional, and Enterprise plan. Paid plans start at $15/seat/month and go up to $3,600/month for the Marketing Hub Enterprise plan.
• HubSpot pricing depends on your specific needs and add-ons. Use this HubSpot pricing calculator to see your custom price.

2. AccuLynx

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Best for: Established roofing contractors who need comprehensive industry-specific functionality.

Key AccuLynx Features

• Industry-built tools: Designed specifically for roofing workflows and processes, AccuLynx understands the unique challenges of roofing contractors from lead generation to project completion.
• Material ordering integration: Direct connections to suppliers like ABC Supply, QXO, and SRS bring supplier catalogs and direct order placement into AccuLynx, streamlining your procurement process.
• AI-powered lead intelligence: AccuLynx uses artificial intelligence to provide insights on lead quality and conversion probability, helping you focus on the most promising prospects.

AccuLynx Pricing

• Custom pricing based on number of users and features needed
• Monthly subscription with no long-term contracts
• Optional enhancements available
• Get AccuLynx custom quote

3. ServiceTitan

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Best for: Large roofing companies with complex operations and multiple service lines.

Key ServiceTitan Features

• All-in-one platform: ServiceTitan unifies CRM, scheduling, dispatching, and accounting in one system, eliminating the need to jump between multiple applications for different business functions.
• Advanced analytics: ServiceTitan provides in-depth dashboards and data analytics, offering valuable insights into business performance and helping you make data-driven decisions.
• Marketing attribution: ServiceTitan features tools for detailed marketing attribution, helping track the effectiveness of marketing efforts and understand which campaigns generate the most revenue.

ServiceTitan Pricing

• Custom enterprise pricing
• Request ServiceTitan demo

4. JobNimbus

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Best for: Small to mid-size roofing contractors who want simplicity and affordability

Key JobNimbus Features

• Simple interface: JobNimbus offers an easy-to-use design that requires minimal training, making it perfect for teams who want to get up and running quickly.
• Project management: Organize jobs, tasks, and team assignments in one place, with features to keep your opportunities sorted and accessible from anywhere.
• Lead tracking: Monitor prospects through your sales pipeline with features to communicate and sell to prospects at each stage of the funnel.

JobNimbus Pricing

• Growing and Established plans are available at custom pricing.
• 14-day free trial for both plans.

5. Leap

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Best for: Roofing companies focused on in-home sales and digital presentations

Key Leap Features

• Digital presentations: Create compelling visual proposals on tablets that help you stand out with custom sales proposals that you can present or share on the fly.
• E-signature integration: Close deals faster with electronic contract signing, reducing the time between proposal and signed contract.
• Finance integration: Connect with financing options for customers, making it easier for homeowners to say yes to your roofing projects.

Leap Pricing

• Team: $297/month for single user
• SalesPro: Higher pricing for advanced features
• Additional user fees apply
• Get Leap pricing information

6. RoofSnap

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Best for: Contractors who prioritize accurate measurements and fast estimates

Key RoofSnap Features

• Aerial measurements: Generate precise roof measurements from satellite imagery, eliminating the need for manual site visits and reducing costly errors.
• Instant estimates: Create professional proposals quickly using advanced measurement tools and customizable pricing templates.

RoofSnap Pricing

• Custom pricing based on business needs.
• Pay-per-report options available.
• Monthly subscription plans.
• Contact RoofSnap for pricing.

7. ProLine

Source

Best for: Roofing contractors who prioritize customer relationship management and communication.

Key ProLine Features

• Communication focus: Built specifically for managing customer relationships in the roofing industry, with features designed by roofers for roofers.
• EagleView integration: Order aerial measurements directly within the platform, combining CRM functionality with industry-specific measurement tools.
• Customer journey tracking: Monitor interactions from lead to customer, ensuring no opportunities fall through the cracks.

ProLine Pricing

• Free: Basic CRM functionality
• Paid plans: $397/month plus $100 per additional seat
• No long-term contracts
• Try ProLine free

Benefits of CRM Software for Roofing Companies

Improved Lead Management

Never lose track of potential customers again. CRMs help you organize leads, track where they came from, and follow up at the right time. Speed matters.

Pro tip: HubSpot automates lead capture from multiple sources like your website, social media, and referrals, then uses AI-powered lead scoring to prioritize your hottest prospects so your team knows exactly who to call first.

Enhanced Customer Communication

Keep customers informed throughout the entire process. Automated updates, appointment reminders, and project status reports build trust and reduce support calls while improving the overall customer experience.

Pro tip: HubSpot eliminates manual follow-ups with automated email sequences and SMS campaigns that keep customers informed about project milestones, weather delays, and completion timelines without any effort from your team.

Streamlined Operations

Eliminate the chaos of spreadsheets and paper documents. CRMs centralize customer information, project details, and team communication in one place, making your business more efficient and organized.

Pro tip: HubSpot unifies all your roofing business data — from initial estimates to final invoices — in one platform, eliminating the need to jump between multiple tools and ensuring your entire team works from the same accurate information.

Better Sales Performance

Track which marketing channels bring in the best leads. Monitor your sales pipeline and identify bottlenecks that slow down closing deals, helping you focus on high-value activities.

Pro tip: HubSpot reveals which marketing campaigns generate the most revenue with built-in attribution reporting, showing you exactly which Google Ads, Facebook campaigns, or referral sources deliver your highest-value roofing jobs.

Mobile Accessibility

Access customer information and update job status from any roof. Mobile apps keep your field teams connected and productive, ensuring seamless communication between office and field operations.

Pro tip: HubSpot connects your field crews to the office with a full-featured mobile app that lets them update job progress, access customer history, and communicate with homeowners directly from the roof, even with limited cell service.

7 Important Features for a Roofing CRM

1. Mobile Functionality

Your team needs access to customer data while on job sites. HubSpot’s mobile app ensures your sales team stays productive no matter where they are.

2. Integration Capabilities

Connect with measurement tools, accounting software, and supplier catalogs. HubSpot has an extensive App Marketplace with integrations for roofing-specific tools.

3. Automated Follow-Up

Set up email and text sequences to nurture leads without manual work. HubSpot’s marketing automation helps you stay connected with prospects throughout extended sales cycles.

4. Pipeline Management

Visualize where prospects are in your sales process. HubSpot’s customizable deal stages help you track deals from initial contact through completion.

5. Reporting and Analytics

Track key metrics like conversion rates and revenue per lead. HubSpot’s comprehensive dashboards provide real-time insights into your business performance.

6. Project Management

Monitor jobs from initial contact through completion. HubSpot’s project management features help you stay organized and deliver projects on time.

7. Customer Communication Tools

Built-in email, text, and calling features. HubSpot’s communication tools help you maintain consistent contact with customers throughout the entire process.

How to Choose a CRM for Roofing (Step-by-Step)

Step 1: Map your workflows.

Document how you currently handle leads, estimates, and projects. Identify where you lose prospects or waste time. This becomes your requirements checklist for evaluating CRM options.

Step 2: Identify must-have features.

Based on your workflow analysis, create a list of non-negotiable features. Focus on tools that solve your biggest pain points first, such as lead management, project tracking, or customer communication.

Step 3: Compare ease of use and team fit.

Choose software your team will actually use consistently. Look for platforms with intuitive navigation and comprehensive training resources.

Step 4: Check cost at scale.

Consider not just starting costs, but pricing as your team grows. Factor in training time, implementation costs, and potential integration expenses to get a true picture of total investment.

Step 5: Choose a flexible platform — like HubSpot.

Pick a CRM that can grow with your business. HubSpot offers a free tier to start, then scales to enterprise-level functionality.

Frequently Asked Questions

What is the best CRM for roofing companies?

The best CRM depends on your business size and needs.

HubSpot offers the most comprehensive solution with its free tier and scalable features, making it ideal for growing roofing businesses.

What features should I look for in a roofing CRM?

Focus on mobile access, integration capabilities, automated follow-up, pipeline management, and reporting. Your CRM should handle your industry’s unique challenges like weather delays, insurance claims, and seasonal workflows.

HubSpot provides all these features plus advanced marketing automation.

Is HubSpot good for roofing companies?

Yes, HubSpot is excellent for roofing businesses. It offers a free CRM tier, powerful marketing automation, and scales with your growth. Real roofing companies like Roof Maxx have used HubSpot to expand their operations and streamline deal management, with proven results in the construction and service industries.

How much does a CRM for roofing cost?

CRM costs vary widely.

HubSpot starts free with paid plans from $15/month per user, while industry-specific solutions like use custom pricing that is often much higher.

Do I need a roofing-specific CRM?

Not necessarily. While industry-specific CRMs offer tailored features, flexible platforms like HubSpot can be customized for roofing workflows while providing superior marketing and sales tools. HubSpot’s extensive integration ecosystem allows you to connect with roofing-specific tools as needed.

Meet HubSpot, the Top CRM Choice for Roofing Companies

HubSpot stands out as the optimal CRM solution for roofing companies, combining powerful customer management capabilities with integrated marketing tools that drive growth. Unlike competitors that focus solely on contact management, HubSpot provides a comprehensive platform that supports every aspect of roofing business operations.

Key Advantages of HubSpot for Roofing Companies

• HubSpot’s free tier available: Start managing contacts and deals without upfront costs, with the ability to upgrade as your business grows.
• HubSpot’s marketing automation: Nurture leads with automated email sequences and social media management, helping you stay connected with prospects throughout extended sales cycles.
• HubSpot’s scalable platform: Grow from startup to enterprise without changing systems, with modular features that expand with your needs.

Real-world success stories demonstrate HubSpot’s effectiveness in roofing and construction. Roof Maxx expanded from 72 to 250 exclusive dealers in 24 months using HubSpot CRM. The platform’s flexibility allowed them to manage three distinct user groups: exclusive dealers, internal sales teams, and business operations.

Ready to see how HubSpot can work for your roofing business? Get started with HubSpot today and join thousands of roofing companies already growing with the platform.

Landscaping companies juggle seasonal crews, multiple job sites, and weather-dependent schedules — all while trying to track customer communications, quotes, and service histories. That’s a tough job, and without the right software to stay organized, you may miss opportunities and lose revenue. You need a flexible CRM that matches your daily reality.

A CRM built for landscaping solves these pain points by keeping customer information, job details, and crew schedules in one place. You can organize leads, send appointment reminders, and track invoices fast. Then, you can spend more time doing what you love.

This guide shares five CRMs with features specific to the landscaping industry. You’ll see a detailed comparison table, feature breakdowns for each platform, and a how-to guide for choosing the right CRM. Plus, we’ll explore why HubSpot stands out as the top choice for landscaping companies looking to scale.

Let’s dive in.

Table of Contents

• What is a CRM for landscaping?
• CRM Comparison Table
• Best CRM Software for Landscaping Businesses
• Benefits of CRM Software for Landscaping
• 6 Important Features for a Landscaping CRM
• How to Choose a CRM for Landscaping
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Landscaping Companies

What is a CRM for landscaping?

For landscaping companies, CRM organizes all customer information in one place, automates appointment reminders and seasonal service offers, and ensures no leads fall through the cracks during busy periods. This streamlined approach helps landscaping businesses maintain year-round customer relationships, improve job scheduling efficiency, and grow without drowning in paperwork.

HubSpot supports these industry-specific needs with customizable pipelines that handle everything from initial estimates to seasonal service renewals, making it perfect for landscaping workflows.

Best CRMs for Landscaping at a Glance

CRM	Best For	Key Features	Pricing	Average G2 Rating
HubSpot	All-size companies seeking comprehensive growth tools with HubSpot’s proven ability to scale with landscaping businesses	Free CRM with unlimited contacts, AI-powered lead scoring, native email marketing integration	HubSpot’s CRM is always free and includes free tiers for all six Hubs. Paid plans for its core products start at $15/seat/month.	4.4/5
Arborgold	Tree service and landscape companies needing industry-specific features	Landscape design integration, equipment tracking	Starts at $129/month	4.3/5
LMN	Construction-focused landscaping with detailed budgeting	Budgeting tools, time tracking	Starts at $297/month	3.7/5
Aspire	Enterprise landscaping companies ($1M+ revenue)	Cost prediction tools, equipment management, custom reporting	Custom pricing	Not available
SingleOps	Small to mid-size green industry businesses	Route optimization, mobile work orders	Starts at $200/month	3/5

Best CRM Software for Landscaping Businesses

Choosing the right CRM can make or break your landscaping business efficiency. Here are the top five platforms that understand green industry workflows.

1. HubSpot

Source

Best for: Landscaping companies of all sizes looking for comprehensive growth tools with proven scalability

Key HubSpot Features

• Lead management: HubSpot automatically captures leads from your website and social media, then nurtures them with targeted email sequences. This matters because landscaping is seasonal, and staying top-of-mind during slow months keeps your pipeline full year-round.
• Pipeline customization: HubSpot lets you build custom deal stages that match your workflow, from “Estimate Requested” to “Job Complete” to “Annual Contract Renewal.” This keeps every team member aligned on where each project stands.
• Marketing Automation: HubSpot automatically sends follow-up emails, appointment reminders, and seasonal service offers. For landscaping companies, this means no more manually tracking which customers need spring cleanup reminders or fall leaf removal scheduling.

HubSpot Pricing

• HubSpot offers free CRM access permanently and no-cost versions of its six hubs (marketing, sales, service, content, operations, and commerce). Every hub provides four pricing tiers: free, Starter, Professional, and Enterprise.
• Subscription costs begin at $15 per user monthly and scale up to $3,600 monthly for the Marketing Hub Enterprise package (which incorporates five essential user licenses). The Commerce Hub functions as a transaction processor available at no upfront cost but applies per-transaction charges.
• HubSpot’s total investment varies based on your needs. Use this HubSpot pricing calculator to see your custom price.

2. Arborgold

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Best for: Tree service and landscape companies needing specialized green industry features

Key Arborgold Features

• Integrated design tools: Arborgold includes comprehensive landscape design software that enables you to create visual proposals that capture client attention. This built-in design capability allows you to build professional presentations.
• Equipment management: Comprehensively track maintenance schedules, repair costs, fuel consumption, and depreciation for your landscaping equipment from one centralized dashboard. This approach helps you budget for replacement costs.
• Voice broadcasting: Deploy automated voice message campaigns to communicate with customers about appointment confirmations and changes. You can alert all affected customers about rain delays or urgent weather warnings.

Arborgold Pricing

Arborgold CRM pricing plans are as follows:

• Starter: $129 per month
• Professional $200 per month
• Enterprise $499 per month

3. LMN (Landscape Management Network)

Best for: Construction-focused landscaping businesses that need detailed budgeting and job estimates

Key LMN Features

• Budgeting software: LMN’s budgeting system leverages cost data from completed landscaping projects to help you create accurate project estimates. That helps you stay within your budget.
• Time tracking: LMN’s Crew tracking app allows field crews to accurately log work hours directly to specific jobs. Crew members can also clock in and out for different project phases.
• Training platform: LMN includes Greenius, a professional development platform designed for green industry education. Greenius offers training modules tailored to landscaping operations.

LMN Pricing

LMN CRM pricing plans are as follows:

• Starter, which includes one crew lead and five crew member licenses: $297 per month
• Professional, which includes three crew lead and 15 crew member licenses: $598 per month
• Enterprise plans, which start with 15 crew lead and 35 crew member licenses, vary by price. Book a demo to learn more.

4. Aspire

Source

Best for: Large landscaping companies with over $1 million in annual revenue requiring enterprise-grade features

Key Aspire Features

• Mobile cost tracking: Track labor, materials, and equipment costs from the field with Aspire’s mobile app. This immediate cost tracking helps you identify budget overruns before they become major problems.
• Advanced reporting: Aspire provides detailed profitability reports by service type, location, and crew performance with customizable dashboards.
• Equipment tracking: Monitor equipment location, usage, and maintenance schedules across job sites. This feature uses GPS technology to provide real-time fleet visibility.

Aspire Pricing

Custom enterprise pricing is based on company size and features. To get a quote, you need to book a demo.

5. SingleOps

Source

Best for: Small to mid-size green industry businesses seeking an all-in-one solution

Key SingleOps Features

• Route optimization: SingleOps plans efficient routes for your crews by analyzing job locations, crew schedules, and traffic patterns. Real-time adjustments account for delays, emergency service calls, or job completion changes.
• Digital work orders: Crews can access job details, customer notes, and service instructions from mobile devices. They can also capture photos and update job status from the field.
• Payment processing: You can accept credit card, debit card, and ACH payments through the mobile app, eliminating the need for separate payment terminals.

SingleOps Pricing

SingleOps pricing plans are as follows:

• Essential: $200 per month
• Plus: $350 per month
• Premier: $500 per month

Benefits of CRM Software for Landscaping

Using CRM software specifically designed for landscaping addresses the unique pain points that keep you up at night. Here are the key benefits.

Streamlined Job Scheduling

Streamlined job scheduling eliminates the chaos of managing multiple crews across different job sites. Instead of juggling paper schedules and phone calls, landscaping CRMs centralize all appointments in one dashboard.

HubSpot’s calendar integration automatically syncs with popular scheduling tools, sending reminders to both crews and customers while preventing double-booking disasters.

Automated Customer Communication

Automated customer communication keeps clients informed without constant manual effort. When weather delays a job or crews finish early, automated notifications go out instantly.

You can also keep track of customers no matter the season. HubSpot’s email automation sends seasonal service reminders, maintenance tips, and follow-up surveys that keep customers engaged year-round.

Accurate Job Costing and Invoicing

Cost forecasting features prevent the profit-killing mistakes and make sure your estimates are accurate for projects. Landscaping CRMs track labor hours, material costs, and equipment usage in real-time, then generate invoices automatically. HubSpot’s reporting dashboard shows which services are most profitable, helping you price competitively while protecting margins.

Lead Management and Follow-Up

Lead management ensures no potential customer falls through the cracks during busy season. Landscaping work is often referral-based, but tracking these leads manually leads to missed opportunities. HubSpot captures leads from multiple sources — website forms, social media, referrals — and nurtures them with targeted email sequences until they’re ready to buy.

6 Important Features for a Landscaping CRM

When evaluating CRM software for your landscaping business, these features separate industry-specific solutions from generic business tools.

1. Mobile Access and Offline Capability

Your crews need access to customer information, job details, and update capabilities even in areas with poor cellular coverage. HubSpot’s mobile app works offline and syncs automatically when connectivity returns, ensuring field teams stay productive regardless of location.

2. Customizable Pipeline Management

Landscaping sales cycles vary dramatically between maintenance contracts and major installation projects. HubSpot allows unlimited pipeline customization, letting you track everything from quick lawn service quotes to multi-phase commercial projects with different stages and requirements.

3. Integrated Quoting and Estimation Tools

Accurate estimates win more jobs and protect profit margins. HubSpot’s document creation tools integrate with your CRM data to generate professional quotes that automatically populate customer information and service history.

4. Equipment and Crew Scheduling

Coordinating the right equipment and skilled crew members for each job prevents costly mistakes and delays. HubSpot’s task management features integrate with popular scheduling tools to optimize resource allocation across multiple job sites.

5. Automated Marketing and Follow-Up

Landscaping is a relationship business where seasonal timing matters. HubSpot’s marketing automation sends targeted campaigns for spring cleanup, fall leaf removal, and holiday lighting based on customer preferences and service history.

6. Financial Integration and Reporting

Understanding job profitability and cash flow is crucial for landscaping business success. HubSpot integrates seamlessly with QuickBooks, Xero, and other accounting platforms while providing built-in reporting dashboards that track key performance indicators.

How to Choose a CRM for Landscaping

Selecting the right CRM for your landscaping business requires evaluating your specific needs against available features. Follow these steps to make an informed decision.

Step 1: Assess your current business size and growth plans.

Determine how many customers you currently serve and your projected growth over the next two to three years. Small landscaping companies (under 500 customers) have different needs than enterprises managing thousands of properties.

Pro tip: HubSpot scales from startup landscaping companies to enterprise operations without platform changes.

Step 2: Identify your most critical pain points.

List the biggest operational challenges currently slowing down your business. Common issues include missed follow-ups, inaccurate job costing, poor crew coordination, or seasonal cash flow problems. You’ll want to make sure your CRM addresses your largest pain points.

Pro tip: HubSpot automates customer communication workflows that eliminate 90% of manual follow-up tasks.

Step 3: Evaluate integration requirements.

Your CRM must work seamlessly with existing tools like accounting software, scheduling apps, and payment processors. Switching platforms is expensive and disruptive. You’ll want to make sure the financial infrastructure you already have is compatible with your new CRM.

Pro tip: HubSpot integrates with over 1,000 business applications, including QuickBooks, Stripe, and popular field service tools.

Step 4: Consider mobile and field access needs.

Landscaping crews need real-time access to customer information, job details, and update capabilities while working off-site. Poor mobile functionality kills adoption rates.

Pro tip: HubSpot provides industry-leading mobile apps that work offline and sync automatically when connectivity returns.

Step 5: Choose a flexible platform — like HubSpot.

Your landscaping business will evolve, and your CRM needs to grow with you. Choose a platform that adapts to changing requirements, rather than forcing you into rigid workflows.  HubSpot makes this possible through its modular approach and extensive customization options. 

The platform’s adaptability shines in real-world applications. Commercial landscaping companies, KD Landscape, used HubSpot’s custom reporting dashboards to track performance across different service divisions, compare proposed versus actual sales, and analyze why deals were lost. This level of insight helped make data-driven decisions about pricing, crew allocation, and market expansion strategies.

Pro tip: HubSpot enhances data visibility for landscaping companies, enabling instant access to client information and performance forecasts that improve strategic decision-making.

Frequently Asked Questions

What is the best CRM for landscaping?

HubSpot offers the best combination of landscaping-specific features, scalability, and value. Its free CRM includes unlimited contacts and basic automation, while paid plans add advanced marketing tools and reporting. HubSpot’s pipeline customization handles everything from maintenance contracts to complex installation projects seamlessly.

What features should I look for in a CRM for landscaping?

Essential features include mobile access, customizable pipelines, automated communication, scheduling integration, and financial reporting. HubSpot provides all these features, plus marketing automation that helps landscaping businesses maintain customer relationships during off-seasons and grow through referrals.

Is HubSpot good for landscaping?

Yes, HubSpot excels for landscaping businesses. It combines powerful CRM functionality with marketing tools essential for seasonal businesses. HubSpot’s automation capabilities handle appointment reminders, seasonal service offers, and follow-up sequences that keep landscaping companies profitable year-round.

How much does a CRM for landscaping cost?

Landscaping CRM pricing ranges from free (HubSpot’s basic plan) to $500+ monthly for enterprise solutions. Most small to mid-size landscaping companies find good value in the $50-200 monthly range. HubSpot’s flexible pricing lets you start free and scale up as your business grows without switching platforms.

Can landscaping CRMs integrate with QuickBooks?

Most quality landscaping CRMs integrate with QuickBooks and other accounting software to streamline invoicing and financial reporting. HubSpot’s native QuickBooks integration automatically syncs customer data, invoices, and payment information to eliminate duplicate data entry.

Meet HubSpot, the Top CRM Choice for Landscaping Companies

HubSpot stands out as the premier CRM solution for landscaping businesses because it understands the unique challenges of seasonal service companies. The platform excels in three critical areas for green industry success:

• Seasonal marketing automation: HubSpot automatically sends timely service reminders, seasonal maintenance tips, and renewal notices that keep customers engaged year-round.
• Scalable pipeline management: Whether you‘re tracking quick lawn service quotes or multi-phase commercial installations, HubSpot’s customizable pipelines adapt to your workflow without forcing you to change how you do business.
• Integrated growth tools: Beyond basic CRM functionality, HubSpot provides website building, social media management, and content creation tools that help landscaping companies attract new customers and build their brand authority online.

Real-world results prove HubSpot’s effectiveness for landscaping companies. HubSpot increases customer retention rates through automated follow-up sequences. Our CRM also reduces manual administrative tasks while improving customer communication quality.

Ready to see how HubSpot can work for your landscaping business? Get started with HubSpot today.

As a mortgage professional, your livelihood depends on leads — how well you generate, capture, manage, and nurture them. And at some point, those spreadsheets just don’t cut it anymore. A CRM can help you with almost all of those aspects (depending on the CRM), which is why choosing the best mortgage CRM is crucial.

To help you decide, we’ve done the research, assisted by ChatGPT and Claude, and put together this best mortgage CRM guide. This article was fact-checked and revised by a HubSpot staff writer before publication.

A CRM like HubSpot, for example, has advanced marketing tools built in, so you can generate leads through landing pages and targeted campaigns. Accord Mortgages generated 25,000 leads after using HubSpot to create valuable content and a more personalized customer journey. Read on for detailed info on the best mortgage CRMs.

Table of Contents

• What is a mortgage CRM?
• CRM Comparison Table
• Best CRM Software for Mortgage Businesses
• Benefits of CRM Software for Mortgage
• 4 Important Features for a Mortgage CRM
• How to Choose a CRM for Mortgage (Step-by-Step)
• Frequently Asked Questions
• Meet HubSpot, the Top CRM Choice for Mortgage Companies

What is a mortgage CRM?

A mortgage CRM pulls relevant customer data from disparate sources, such as your POS and LOS (though this may take some configuring, depending on your CRM), and creates a unified customer profile so you can see prior interactions and customer preferences.

It can also help you with pipeline management, lead scoring, marketing campaigns, and automating tedious tasks. For example, HubSpot Smart CRM is automatically integrated with sales and marketing tools so you can use your customer data to power personalized campaigns.

Best Mortgage CRMs at a Glance

CRM	Best For	Key Features	Pricing	Free Trial Available
HubSpot	Lenders who want a CRM with powerful marketing tools for lead gen	• Referral tracking and ROI analysis • Lead generation with powerful marketing tools • Breeze AI assistant	Free CRM; Paid plans from $15/seat/month to $3,600/month.	Yes (Free forever CRM)
Candid	Loan officers looking for a sales and marketing CRM built just for LOs	• 24/7 client portal with document management • Automated post-closing retention • Built-in POS + LOS integrations	Contact for pricing.	No
Jungo	LOs who want the power of Salesforce with mortgage-specific CRM features	• Built on Salesforce platform • Two-way business SMS messaging • LOS integrations	$119-$149/user/month; contact Jungo for Enterprise pricing.	Available upon request
Shape	Lenders needing a CRM with marketing features and one-to-one MMS texting	• Referral management • Two-way SMS and MMS messaging • LOS syncing and built-in POS	Contact for pricing.	No
BNTouch	Lenders looking for a mortgage-specific CRM with white glove implementation	• Mortgage website and landing page builders • In-house white glove implementation services • Built-in POS + LOS integrations	$165/month + $125 activation fee (Individual); $190/month + $95/user activation fee (Team); contact for Enterprise pricing.	No

Best CRM Software for Mortgage Businesses

Below, we’ll walk you through five of the best mortgage CRMs. Some of these are purpose-built, meaning they’re designed only for use by loan officers, mortgage brokers, and other mortgage professionals. We’ll also include general CRMs that are highly flexible and can be configured for mortgage businesses.

1. HubSpot

Best for: Lenders who want a CRM with powerful marketing tools for lead gen

Key HubSpot Features

• Referral tracking and ROI analysis: Lending relies on leads, but not all leads are worth the same amount of time and energy. With the right setup, HubSpot can help you track referrals as they move through the pipeline, identifying exactly where the best leads came from so you can focus your efforts on the sources with the highest ROI.
• Lead generation with powerful marketing tools: Traditional CRMs are built for sales teams to capture and nurture leads, but HubSpot takes it a step further with Marketing Hub, which has powerful tools for creating landing pages, social media posts, and email marketing campaigns to generate more leads for your mortgage lending business. Accord Mortgages generated 25,000 leads using HubSpot. After 12 months, HubSpot customers in financial services see 346% more inbound leads.
• HubSpot’s AI (Breeze): Breeze is integrated into HubSpot Smart CRM, so whether you’re prepping for a phone call or drafting an email, the AI assistant is there to make your processes more efficient. Ask Breeze to give you the rundown on a client before your call, or have it generate a personalized follow-up email so you’re always on top of your game.

HubSpot Pricing

• HubSpot’s CRM is always free, and it offers free plans for all six core products (marketing, sales, service, content, operations, and commerce).
• Each core product has a free, Starter, Professional, and Enterprise plan. Paid plans start at $15/seat/month and go up to $3,600/month for the Marketing Hub Enterprise plan (which includes five core seats). Commerce Hub is a payment processor that is free to use but charges fees per transaction.
• HubSpot pricing depends on your specific needs and add-ons. Use this HubSpot pricing calculator to see your custom price.

2. Candid

Best for: Loan officers looking for a sales and marketing CRM built just for LOs

Key Candid Features

• 24/7 client portal with document management: Clients can log into their online portal anytime to access pre-approval letters and upload verification documents.
• Automated post-closing retention: A good LO knows that relationships don’t end at closing. Automate post-closing retention behaviors with things like automated handwritten birthday cards and annual financial check-ins to ensure your customers feel valued and come back to you when they need to refinance or purchase another home.
• Built-in POS, plus loan origination system (LOS) integrations: Candid natively integrates with leading LOSs, including ARIVE, Encompass, LendingPad, and Nano.

Candid Pricing

Candid does not list its pricing on its website. Request a demo from Candid to get pricing. No free trial.

3. Jungo

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Best for: LOs who want the power of Salesforce with mortgage-specific CRM features

Key Jungo Features

• Built on the Salesforce platform: Access the entire AppExchange and access this CRM on mobile devices via Salesforce’s mobile app. If you’re already using Salesforce for other parts of your business, the familiarity of the platform might be an advantage for you.
• Two-way business SMS text messaging: No more messy messaging from your personal device. This CRM’s business SMS text messaging ensures all communications are captured in your CRM and even automates messages based on triggers so you never let a deal go cold.
• LOS integrations: This CRM integrates with popular loan origination software, including Encompass, Calyx, Byte Software, and Velocity.

Jungo Pricing

• Jungo Mortgage App: $119/user/month
• Jungo Bundle: $149/user/month
• Jungo Enterprise – Contact Jungo for a quote.
• Jungo appears to offer a free trial upon request.

4. Shape

Best for: Lenders needing a CRM with marketing features and one-to-one MMS texting

Key Shape Features

• Referral management: Use integrated referral tracking and co-branding to build partner relationships. You can also identify who your top referrers are.
• Two-way SMS and MMS text messaging: Keep in touch with leads with bidirectional SMS and MMS texting. So, if you want to send a GIF to keep things light and build rapport, you can do that through the CRM inside its dedicated texting inbox.
• LOS syncing and built-in POS: Enjoy native integrations with Encompass, LendingPad, and LendingDox, allowing you to connect your data between the two platforms seamlessly.

Shape Pricing

Shape has three tiers: Professional, Engage, and Enterprise. But to get pricing, you must sign up for a demo. Shape no longer offers a free trial; it states on its website that there may be outdated content online claiming that Shape offers free trials, but these are “void and are no longer honored by Shape.”

5. BNTouch

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Best for: Lenders looking for a mortgage-specific CRM with white glove implementation

Key BNTouch Features

• Mortgage website and landing page builders: Build your website with mortgage-specific templates. Your real estate partners can also build property-specific landing pages for lead gen purposes.
• In-house white glove implementation services: Third parties often offer white glove implementation services for CRMs, but this CRM is unique in that it has its own in-house White Glove team that will handle implementation for you.
• Built-in POS, plus LOS integrations: Enjoy the convenience of a built-in POS for a stronger customer experience. Additionally, this CRM includes native integrations with popular LOSs, including LendingPad, Encompass, and Calyx.

BNTouch Pricing

BNTouch has three pricing plans:

• Individual: $165/month + $125 activation fee
• Team: $190/month for two users ($95/user per month) + $95/user activation fee
• Enterprise: You must contact BNTouch for Enterprise pricing.
• No free trial.

Benefits of CRM Software for Mortgage

• Builds stronger client relationships, boosting retention. Buying a home is a very personal process, and loan officers who make clients feel special are more likely to get positive reviews and future referrals. CRMs ensure your clients feel cared for throughout the process by storing their relevant data, including their preferences and life events, so you can keep in touch with them, even long after closing. HubSpot’s contact management ensures your team sees clients’ past activity, including their conversation history with you.
• Improves pipeline visibility. With a mortgage CRM, you can easily track where your clients are in the process. With HubSpot, you can set up and customize pipelines, such as for a loan application.
• Helps you identify your most lucrative campaigns. Optimize your spending by seeing exactly which campaigns drive the most valuable clients. With HubSpot Smart CRM, you can even create a customer journey report to see every digital touch point and how it affects conversion.
• Can boost lead volume and quality. A mortgage CRM with marketing capabilities will let you build effective landing pages to drive more traffic and lead volume. Additionally, with lead scoring, you’ll ensure your sales reps know which contacts to prioritize. HubSpot’s Marketing Hub has lead scoring software that helps you prioritize leads based on fit and engagement.
• Makes you more operationally efficient. Accord Mortgages reduced its time spent on sales reporting by 25% after implementing HubSpot.

4 Important Features for a Mortgage CRM

1. Native integration with your existing software: Before adding a mortgage CRM to your tech stack, it’s crucial to ensure it plays nicely with your other software. Two major ones are going to be your LOS and POS. Some mortgage-specific CRMs come with a built-in POS, but it depends on the provider. For example, HubSpot Smart CRM doesn’t have a native POS, but you can work with a HubSpot solutions partner or use HubSpot’s API to build a custom integration.
2. Marketing automation and lead gen capabilities: A good mortgage CRM goes above and beyond simply storing contacts and interactions. The best one will use that data to power marketing and lead generation. HubSpot Smart CRM is automatically integrated with marketing and sales tools so you can personalize your campaigns and win over more clients.
3. Referral tracking and management: If you’ve ever wondered who your top business referral partners are, a mortgage CRM can solve that for you fast by tying each new contact to its originating source. With HubSpot Smart CRM, you can create a custom property and manually assign referral sources each time you create a new contact referred by a partner.
4. Lead scoring and prioritization: With HubSpot, you can assign rule-based lead scoring. On its Marketing Hub Enterprise plan, HubSpot uses AI to evaluate past successful leads, including fit and engagement data points, and builds a model that scores contacts and helps you prioritize them.

How to Choose a CRM for Mortgage (Step-by-Step)

Step 1: Map your workflows. Whether it’s the loan application process or a sequence of emails you typically send to follow up with a prospect, map out your most common workflows. These are the low-hanging fruit that a good mortgage CRM can automate.

Step 2: Identify must-have features. We’ve already mentioned some above: native integrations, referral tracking, marketing automation, and lead scoring. But must-have features differ depending on the mortgage professional. Maybe there’s a specific LOS you use that you really want your CRM to integrate with, or perhaps you want group MMS capabilities. Whatever the case, make a list of features that your ideal mortgage CRM will have.

Step 3: Compare ease of use and team fit. Mine the websites of the different mortgage CRMs you’re considering. Look for case studies from mortgage businesses that are similar to yours. Sign up for sales demos with your shortlist of CRM options. That way, your team can test out the different software, ask specific questions, and, more importantly, get custom quotes.

Step 4: Check your budget. After getting quotes from each CRM, compare those against the budget you’ve been assigned for this investment.

Step 5: Choose a flexible platform like HubSpot. A big question you’ll come up against during the decision-making process is this: Do you want a mortgage-specific platform that will have built-in features unique to lending but might be more restrictive? Or, would you rather have a CRM that’s flexible and easily customized for your needs? HubSpot Smart CRM is used by mortgage professionals and can be configured by your team or a HubSpot Solutions Partner. US Mortgages hired Revenue River, a diamond HubSpot Agency partner, to build a custom platform that integrates with HubSpot to automate and improve sales operations.

Frequently Asked Questions

What is the best CRM for mortgage professionals?

HubSpot stands out as one of the best CRMs for mortgage professionals based on its flexibility, ease of use, and its unified customer platform. By combining marketing, sales, and service, HubSpot empowers true cross-functional communication. Online mortgage broker Better.co.uk saw a 50% growth in meaningful customer interactions after creating a unified customer journey with HubSpot.

What features should I look for in a mortgage CRM?

In a mortgage CRM, look for native integrations with existing software, marketing and sales automation, referral tracking and management, lead scoring, and AI capabilities. HubSpot Smart CRM comes with Breeze, AI that is integrated throughout the customer platform, assisting you with things like social media content generation and sales follow-up emails.

Is HubSpot good for mortgage professionals?

Yes, HubSpot is an excellent CRM option for mortgage professionals. Though not mortgage-specific, the customer platform can be configured to meet your unique needs and is used by mortgage businesses, including Accord Mortgages and NQM funding.

How much does a CRM for mortgage cost?

Costs vary widely, but HubSpot is the only CRM on this list that offers a free forever plan. Other mortgage CRMs on this list start from $119 per user per month. Depending on which tier you get, how many seats you need, and which features you select, a mortgage CRM could go up to thousands of dollars per month.

Meet HubSpot, the Top CRM Choice for Mortgage Companies

There’s no shortage of CRMs claiming to be the best for mortgage professionals, but here’s why HubSpot’s unified customer platform stands out as a mortgage CRM.

• True 360-degree client view: HubSpot Smart CRM is connected to its native sales, marketing, service, and operations tools, meaning all of your teams get visibility into a single source of truth. You’ll be able to see every interaction your clients make with your business — and make smarter decisions based on it.
• Advanced marketing and lead gen: HubSpot’s advanced marketing software lets you build property landing pages, automate sales emails, and personalize campaigns based on client data.
• Intelligence powered by Breeze AI: Equip your mortgage business with powerful AI agents, including Breeze Prospecting Agent, which analyzes data points and guides your sales team on how best to interact with leads.

National lender NQM Funding scaled its business to $4B in annual funding after using HubSpot to unify its processes and teams. Online mortgage broker Better.co.uk created more than 15 personalized customer journeys using HubSpot.

Ready to provide more personalized journeys for your clients? Get started with HubSpot Smart CRM for free.

A few years ago, I led a product launch campaign for a SaaS platform targeting mid-sized marketing teams. We had solid content — blog posts, email drips, webinars — but conversions were underwhelming. The content wasn’t landing with the right people at the right stage. We were speaking to everyone, so we weren’t really speaking to anyone.

That was my turning point.

I stepped back and mapped each content piece to a specific persona and buying stage. Where were they in the journey? What questions were they asking? What objections were they holding onto? Once we aligned the content around that framework, performance picked up fast. Email engagement went up. Sales started using our content in their outreach. The campaign closed with higher-qualified leads and shorter sales cycles.

Content mapping became a foundational part of how I plan and scale campaigns. If you create content without one, you’re working harder than you need to and probably missing opportunities to connect more meaningfully with your audience.

In this post, I’ll explain how I use content mapping to personalize marketing, speed up conversion, and build content that performs with purpose.

Table of Contents

• What is content mapping (and how does it work)?
• Why Content Mapping Matters
• How to Create a Content Map
• How I Measure If a Content Map Is Working
• Content Mapping Template
• Content Mapping For Your Website
• My Go-To Content Mapping Tools
• Tools to Put Your Content Map into Action
• 7 Real-World Tips for Content Mapping

What is content mapping (and how does it work)?

Content mapping is the process of aligning your content to buyer personas and their stage in the journey. It helps you connect the dots between what your audience needs and where they are in their decision-making process, so every piece of content has a clear purpose.

A content map is the tactical output of this process. Think of it as a working doc — usually a spreadsheet, grid, or diagram — that lays out:

• Who the content is for (persona).
• What stage they’re in (awareness, consideration, decision).
• What questions or objections they have.
• What content matches those needs.

Unlike a broader content strategy, which defines goals, messaging pillars, and distribution, a content map is execution-focused. It gives you a clear view of your content, what it’s supposed to do, and where the gaps are.

When I build a content map, I start by asking:

• Who is this for?
• What do they need to know right now?
• What would help them move forward?

From there, I layer in formats, channels, and follow-up actions to build a value-driven journey from first touch to closed deal.

Why Content Mapping Matters

Personalized marketing works, and content mapping is how you build it at scale.

89% of decision-makers believe personalization is invaluable to their business’s success in the next three years. However, personalization only works when the content speaks to the right person, at the right moment, and with the right message. That’s what content mapping enables.

When I first joined a SaaS company, most of our content was reactive. We were creating based on gut feel, not mapped journeys. Sales would request a blog post or email one week, and we’d rush to deliver it without thinking about how it fit into the bigger picture.

Once we introduced content mapping, everything shifted. We aligned campaigns to lifecycle stages, identified conversion gaps, and restructured our nurture flows. Within one quarter, our email engagement increased by 25% and lead-to-MQL conversions improved by 18%.

Content mapping doesn’t just improve results. It makes planning faster, repurposing easier, and collaboration more strategic. You don’t have to guess what content to create next — you have the roadmap right in front of you.

Content mapping doesn’t have to be complicated, but needs structure. I follow this process every time I map out content across the funnel, whether I’m planning an entire campaign or refining an existing library.

1. Download a content mapping template.

Start with the basics. I use a content mapping template as a working doc for each major initiative — new persona, product launch, or nurture flow. HubSpot’s free content mapping template is a solid starting point.

Depending on the team, I’ll usually duplicate the sheet and customize the columns. For marketing ops, I’ll include fields for automation triggers and lead status. For sales, I might add sections for content objections or customer proof points. The format stays consistent, but the details depend on who’s involved.

2. Identify the buyer persona.

Content mapping starts with knowing who you’re talking to. I build personas using a mix of CRM data, customer interviews, support tickets, and sales call summaries. I also look at win/loss reports to understand what mattered most in recent deals.

A solid persona should include:

• Role and responsibilities.
• Common pain points.
• Buying triggers.
• Decision-makers vs. influencers.
• Channels they trust.

I keep each persona focused and actionable. If your team has 10+ personas, pick one to start. Mapping one journey well is more useful than mapping all of them loosely.

Check out HubSpot’s buyer persona templates to get an easier start.

Quick Wins: Where to Start If You’re Short on Time

If you’re working with limited resources, I recommend starting with one persona and mapping content across all three stages (awareness, consideration, decision). That gives you a complete path you can test and optimize before scaling.

Another option: Focus on your best-performing persona and map only awareness content. This helps you quickly build traffic and test early-stage messaging, especially if you’re trying to validate positioning before expanding your map.

3. Consider the persona’s path to purchase.

Once I have the persona, I map their experience across the buying journey. I use HubSpot’s lifecycle stages as the framework:

• Awareness.
• Consideration.
• Decision.

What they need — and how they behave — changes at each stage. For example, a first-time buyer might spend more time in the awareness stage, consuming educational content. A returning customer or someone renewing a contract is already in the decision stage and looking for proof of value.

In B2B, I often account for multi-stakeholder buying, too. A CMO might enter at the decision stage, while a marketing manager evaluates features and integrations in the consideration phase.

Mapping these distinctions up front helps make the content more targeted and the handoffs between stages much smoother.

4. Brainstorm awareness-stage questions.

At the top of the funnel, people are still figuring out their problem. I focus on the questions they ask before they even know they need a product.

Here’s how I source those questions:

• Use ChatGPT, AnswerThePublic, or AlsoAsked to explore phrasing and themes.
• Review sales call transcripts or Zoom clips.
• Look at SERPs and related searches.
• Talk to support teams about recurring issues.

These insights shape the editorial calendar. When we grounded our blog content in customer language — not industry jargon — search visibility improved and time on page increased across the board.

5. Identify awareness-stage content.

Now that you have questions, match them with content that speaks directly to that early-stage mindset.

Content types I use here:

• Blog posts and SEO-driven articles.
• Webinars or on-demand videos.
• Downloadable guides or checklists.
• Educational social content.

To evaluate what’s working, I review:

• GA4 metrics. Bounce rate, average engagement time.
• HubSpot email data. Clicks, opens by topic.
• Search performance. CTR and ranking movement.

If content isn’t performing, I look at headline clarity, search intent alignment, and whether it matches the persona’s actual problems.

6. Brainstorm consideration-stage needs.

Once someone knows they have a problem, they start comparing solutions. This is where we shift from problem education to solution framing.

I ask:

• What are they researching now?
• Who are we up against in the market?
• What product features or proof points matter most?

Sometimes I’ll take top-performing TOFU content and build a gated comparison guide or video walkthrough from it. That way, we repurpose interest into mid-funnel engagement without starting from scratch.

7. Identify the consideration content.

Content at this stage should help the buyer evaluate whether your product or solution fits their needs.

Content formats I use here:

• Case studies or customer stories.
• Comparison pages.
• Product-focused webinars.
• Email nurtures and smart content modules.
• FAQ-style landing pages.

I use tools like HubSpot’s CMS and email platform to personalize this content based on lifecycle stage or list membership. When mapped correctly, these assets create natural next steps that feel relevant and are never forced.

8. Brainstorm objections.

No matter how strong your content is, buyers will have concerns. I map those out early so we can address them before sales even get involved.

Common objections I see:

• “This is too expensive.”
• “We’re already using something else.”
• “Does this integrate with our tools?”
• “How long will implementation take?”

9. Identify decision-stage content.

At this point, buyers need validation. Content here should help them make the final call.

Content types that work:

• Case studies tied to specific use cases.
• Product comparison matrices.
• Proof of value assets, like ROI reports or TCO breakdowns.
• Video testimonials or customer panel recordings.
• Slide decks and sales enablement leave-behinds.

I’ve also used automated email sequences that share these assets over a few days, triggered when a contact reaches the decision stage in HubSpot. It keeps the momentum going without adding manual work.

10. Connect the journey.

Once the content is mapped, I look at how it fits together. This step is about orchestration. Each piece should guide someone to the next step in a meaningful way.

I ask:

• Where are the natural entry points? (organic, ads, referrals)
• Are CTAs aligned to stage and persona?
• What content is missing between stages?
• Is there a visual flow from one piece to the next?

To tie everything together, I use:

• CTA modules in HubSpot blogs.
• Topic clusters with pillar pages and internal linking.
• Personalized email workflows.

When the journey is clear, content becomes a system. That’s what makes mapping worth the effort.

I revisit maps quarterly — during planning cycles, major GTM changes, pricing updates, or website overhauls. These shifts often uncover content gaps or misalignments.

How I Measure If a Content Map Is Working

Once your content is mapped and in market, it’s important to track how it’s performing. I use these signals to evaluate whether the map is doing its job:

• Content engagement by persona or stage (e.g., CTA clicks, page views, time on page).
• Stage progression rates (contacts moving from awareness to consideration or decision).
• Conversion metrics tied to mapped content (downloads, demo requests, sales follow-ups).
• Lead-to-MQL or lead-to-close conversion rates.
• Sales feedback on the usefulness of content at each stage.

I revisit my maps quarterly — usually during campaign planning cycles or when we’re prepping to launch a new product, feature, or sales motion. I also audit them after major shifts like a refined ICP, an updated pricing structure, or changes in our GTM strategy. Content priorities shift fast. The map only works if it reflects what the team really needs right now.

Content Mapping Template

You don’t need to build your map from scratch. HubSpot’s content mapping template (part of our Content Marketing Planning Guide) provides a structured way to match content to personas and lifecycle stages. It’s editable, flexible, and easy to share across teams.

This is the same framework I use when planning quarterly editorial roadmaps. I often duplicate the template for each persona or campaign, then layer in additional columns for stage-specific KPIs, owners, or formats.

Source

Content Mapping For Your Website

Website content should follow the same journey-based logic as your campaigns. I’ve used content maps to restructure navigation and landing pages, making it easier for visitors to discover what they need based on their stage in the funnel.

Here’s a common content flow I build into SaaS websites:

• Homepage/Awareness stage. Answers “What is this?” with high-level messaging and TOFU resources.
• Solutions or use case pages/Consideration stage. Explores features, benefits, and pain points by persona.
• Comparison or pricing pages/Decision stage. Helps evaluate options and take the next step.
• Demo request or contact pages. Converts interest into action.

Mapping content this way supports user experience, keeps the site crawlable, and strengthens SEO performance. It creates natural pathways between content types, so both users and search engines can navigate your site effectively.

Pro tip: I also make sure internal links connect awareness content to mid- and bottom-funnel pages. This helps move users through the journey without needing paid retargeting or complex automation.

Content Map Example

Here’s a simplified example based on a B2B SaaS buyer evaluating marketing automation tools. This format helps me visualize content alignment at a glance.

Persona	Stage	Question/Need	Content Type	Example
Marketing manager	Awareness	How can I improve lead nurturing?	Blog post	“5 Signs Your Email Strategy Is Stalling”
Marketing manager	Consideration	What features should I look for?	Comparison guide	“Marketing Automation Buyer’s Checklist”
Marketing manager	Decision	Will this work with my existing CRM?	Integration overview page	“How HubSpot Connects With Salesforce”

I’ll often build these tables in a Google Sheet or Airtable base to filter by stage or asset type and hand it off to content creators or campaign managers.

If you’re looking for a more detailed example, I’ve also built multi-touch maps for customer onboarding flows, lead nurture campaigns, and product launches. You can adapt the same structure to support internal enablement, ABM, or post-sale experiences.

Want a full version? You can adapt and expand this structure using the downloadable HubSpot content mapping template.

Content Segmentation Grid

A content segmentation grid helps me go one level deeper — mapping content by stage and persona, topic, and delivery channel.

Here’s what a simplified grid might look like:

Persona	Stage	Topic	Format	Channel	Tag/UTM
Marketing manager	Awareness	Email marketing trends	Blog post	Organic search	utm_campaign=email_awareness
Revenue operations	Consideration	Platform integrations	Product one-pager	Sales enablement	utm_campaign=revops_consider
CMO	Decision	ROI and business impact	ROI calculator	Paid search	utm_campaign=cmo_decision

Using tags and UTM parameters allows me to track performance across segments. I also use HubSpot lists and smart content rules to personalize based on persona, company size, or funnel stage.

This grid acts as a central reference when planning new content, optimizing nurture sequences, or aligning with demand gen efforts.

My Go-To Content Mapping Tools

These are the tools I reach for when planning, visualizing, and aligning content to buyer journeys. Each one plays a different role in my workflow — some help with collaboration, some with documentation, and others with strategy.

1. Google Docs

I use Docs to collaborate on early-stage messaging, outline content briefs, and share working versions of maps with stakeholders. It’s fast, familiar, and flexible enough for async input across teams.

2. Lucidchart

For more visual content journeys, I’ll map user flows or nurture logic in Lucidchart. It’s beneficial when I need to align content to a multi-step campaign or visualize decision paths across personas.

3. HubSpot’s Buyer Persona Tool

This is where I document persona details and keep them accessible to everyone. I often link persona profiles directly within my content maps so writers, designers, and demand gen teams work from the same source.

4. HubSpot Marketing Hub

Once content is created, Hubspot Marketing Hub is where I build journeys. I use smart content, lead scoring, and workflows to deliver mapped content at the right time. It’s also where I analyze content engagement and conversion by lifecycle stage.

5. Miro

Miro is my go-to when I’m running a workshop or brainstorming session with cross-functional teams. It makes it easy to crowdsource pain points, map journeys in real time, and align content to each phase.

6. ClickUp

I manage content production in ClickUp, tagging each asset by persona, stage, and status. This makes it easier to track progress and spot gaps across the funnel.

7. Semrush

I use Semrush to identify search trends and validate TOFU content topics. It helps me understand what personas are searching for in the awareness stage and align the blog strategy to demand.

8. Qualtrics

I’ve used Qualtrics to gather feedback from existing customers and prospects, especially when testing new positioning or gauging pain points. That qualitative data often shapes how I prioritize mid- and bottom-funnel content.

9. Airtable

When I need a more dynamic content map — especially one I can filter by persona, funnel stage, channel, or owner — I build it in Airtable. It’s searchable, sortable, and easy to share with stakeholders.

10. Notion

For centralized documentation, I use Notion to house content maps, messaging frameworks, and persona research. It’s a helpful reference point that scales with the team.

Tools to Put Your Content Map into Action

Planning is only half the job. These are the tools I use to activate the content once it’s mapped, making sure the right message reaches the right contact at the right time.

1. HubSpot CRM

In HubSpot CRM, I use contact properties, deal stages, and custom fields in the CRM to segment my audience based on behavior and lifecycle stage. For example, when a lead visits a high-intent page like a pricing or integration page, they move into a decision-stage workflow. From there, I trigger personalized emails with relevant assets like ROI calculators or customer proof points.

I also use lead score thresholds and dynamic lists to surface mid-funnel leads to sales, attaching mapped content like one-pagers or gated webinars directly in the deal record.

2. HubSpot Content Hub

HubSpot Content Hub is my central hub for blogs, landing pages, CTAs, and website modules. Each piece of content is tagged by persona and stage, making it easier to reuse assets across campaigns. I use smart CTAs to serve stage-matched content based on contact behavior and lifecycle status.

It also helps me keep things aligned across the journey. If I update messaging in a decision-stage landing page, I can quickly check which nurture emails or blog CTAs point there and update accordingly.

7 Real-World Tips for Content Mapping

These are the principles I come back to every time I create a content map. They’ve helped me build more relevant journeys, improve conversion rates, and bring teams closer to the buyer.

1. Educate before you sell.

I always start with the questions people are already asking. Most of my top-performing TOFU content came from conversations, not keyword tools. When I focus on helping, trust builds faster.

2. Anticipate questions before they’re asked.

I pull insights from Gong, support tickets, and CRM notes to shape mid-funnel content. If someone’s read two integration pages, I know it’s time to surface a technical overview or partner case study.

3. Create conversion paths by persona.

I map distinct CTAs for each persona and stage — what works for a RevOps lead doesn’t work for a marketing manager. I A/B test content placement, page modules, and smart CTAs inside HubSpot to find what converts.

4. Segment your content early.

Even when I don’t have the resources to personalize everything, I still tag content by persona, industry, and funnel stage. That way, I can filter it quickly for campaigns and avoid sending the wrong message.

5. Turn sales convos into content.

If sales repeat themselves, it’s probably a signal that we need a new asset. I’ve built one-pagers, pricing guides, and objection busters based on direct quotes from prospects in pipeline. These pieces often close the loop.

6. Don’t map alone.

The best maps I’ve built came from collaborative working sessions. Sales, CS, and product marketing all bring context that I don’t always see. I often run mapping workshops with sales or CS to pressure-test assumptions and surface fresh insights.

7. Align content with how people buy, not how teams are organized.

Too often, I’ve seen content structured around internal silos. When I flip the perspective and build journeys from the buyer’s point of view, gaps become obvious, and content performs better across the board.

Content maps don’t have to be perfect to be powerful. Even a simple, well-used map can unlock clarity across your team.

Conclusion

When I first started building content strategies, I thought volume was the answer — more blogs, campaigns, downloads. But I kept running into the same issue — lots of activity but not enough impact.

Content mapping changed that. It gave me a framework to slow down, zoom out, and focus on alignment. Now, every piece of content I create has a clear audience, a defined purpose, and a role in the bigger journey.

Whether launching a campaign or cleaning up a messy library, content mapping clarifies the chaos. It makes collaboration easier, prioritization faster, and performance more measurable.

If you’re ready to make your content work harder — and smarter — start with the basics. Download the HubSpot content mapping template. Start with one persona, one funnel, or one campaign. Once you see the gaps and the patterns, everything clicks into place.

Editor’s Note: This post was originally published in March 2014 and has been updated for accuracy and comprehensiveness.

People love SEO analysis tools. I know because I’ve been sharing my most-used SEO tools on LinkedIn for years, and these posts have always been amongst my most popular, getting as many as 146 comments and 144 reposts. Here’s the latest installment on LinkedIn.

The interest in my SEO tools posts has never surprised me because SEO tools are overwhelming. There are so many.

Over the last ten years in SEO, I’ve tried and tested many tools and have a shortlist of 12 must-use SEO analysis tools.

In this article, I’ve not just shared the tools. I wanted to give you so much more than that. For each SEO analysis tool, I’ve outlined a description of the tool, how you can start using it, the price, and alternatives. I’m aware that my preferences might not be the same as yours, and I wanted this guide to be actionable and succinct, not overwhelmed with tools, so some tools that aren’t mentioned in detail are listed as alternatives instead.

The takeaway? If a tool is mentioned in detail or as an alternative, it’s a solid, tried and tested recommendation.

Under each tool, I’ve provided a specific use case of how I use it to do something unique, so you can level up your analysis with my favorite tips for using each tool.

Let’s get into it!

Note: Some of the free tools below also offer paid plans, while some of the paid tools also offer free plans. We recommend you check the pricing pages for the tools that interest you to determine the ideal plan for your needs and goals.

Free SEO Tools

The tools listed below are free to use, but there might also be paid options with more features.

I’ve shared some of the best SEO features available free, in each tool, and how you can get the most out of them for your SEO strategy.

1. HubSpot Website Grader

Source

HubSpot’s Website Grader is a free tool that reports on your website and its performance. The report is highly actionable, includes resources to support you, and shares hugely beneficial insights for SEO across the board.

Insights include:

• Page and site performance, such as page speed.
• SEO elements, such as alt text recommendations.
• Mobile friendliness, such as font sizes on smaller screens and responsiveness.
• Site security, such as HTTPS.

Here are some things HubSpot’s Website Grader allows you to do:

• Learn about your website’s performance in seconds, identify specific performance issues, and receive actionable feedback on how to fix them.
• Receive how-to education on improving your website, ideal for those who don’t already know how to solve the problems
• Improve specific website issues with lessons provided if you need help taking action on the insights.
• Gain access to a five-lesson HubSpot Academy course on Website Optimization to understand how to improve challenges with your website.
• Review key actions required to optimize a website for mobile. There’s really no excuse for a website not operating on mobile.
• Boost web security and learn how you can implement website security best practices.
• Enhance the user experience so you can personalize your website’s UX to create a delightful user experience.

How to Use HubSpot’s Website Grader

It’s very easy to use.

You enter your website URL and receive a report with actionable SEO insights. Here are the results for my website:

By following the insights provided in HubSpot’s Website Grader, I’ve scored 100. I’m pretty proud of that!

How I Use HubSpot’s Website Grader

Now my website has perfect scores, and I use Hubspot’s Website Grader as an initial check on client websites. It takes five minutes to get an actionable report, giving me a snapshot of the website’s performance, helping me get an overview of what future work might need doing.

Why I Like HubSpot’s Website Grader

It’s quick and easy to use compared to other tools that complete extensive crawls (Semrush and Screaming Frog, for example) and reports. For a quick overview, HubSpot’s Website Grader is excellent.

If you check your website and your report is not looking good, you can sign up for the HubSpot Academy SEO course to learn how to improve your website’s SEO, user experience (UX), and more.

Price: Completely free.

Alternatives: This tool has some alternatives, but none that give so much away for free. At best, you can get a search, maybe a few searches, before you’re hit with a pay wall. Other auditing tools that provide free insights include Pingdom Tools for page speed, Google Page Insights (I mention this in detail next), and WooRank.

2. PageSpeed Insights

Source

PageSpeed Insights is a free Google tool and, therefore, a must-have in your SEO analysis toolkit. It measures and reports the user experience of your website on mobile and desktop using Google’s Core Web Vitals. It also identifies problems and suggests changes you can implement to improve the page’s speed.

Here are some things PageSpeed Insights allows you to do:

• Monitor page load speed. See how quickly the elements of your web pages load on mobile and desktop.
• Improve site navigation. Find opportunities to improve your website’s accessibility and navigation.
• Better UX improvement. Identify problems slowing down your website and performance. Find suggestions to create a better user experience.
• Perform UX analysis. Discover an in-depth analysis of your site’s user experience with essential metrics like:

• First contentful paint — how long it takes for a user to see content on the screen.
• First input delay — the time before a page becomes interactive and responds to the user’s first interaction, like clicking a link.
• Cumulative layout shift — how stable the page elements are as they load.
• Largest contentful paint — how quickly the user can see the largest page element.

How to Use PageSpeed Insights

Simply type in the site URL you want to analyze and wait for the report to generate. You can toggle between mobile and desktop views.

Here’s how my site performs on desktop:

Source

From using PageSpeed Insights, my site scores 100 across all elements:

• Performance
• Accessibility
• Best Practices
• SEO

How I Use PageSpeed Insights

For my site, I used PageSpeed Insights to brief developers on what needed to happen to score 100 across all elements. Once achieved, I use PageSpeed Insights to check my site every so often, every quarter or so, to ensure my site is still optimal as algorithms change.

What makes a site perform well in PageSpeed Insights changes over time, and as expectations change, I like to be sure I’m delivering a high-performing site.

PageSpeed Insights provides information on how you can solve issues.

See the example below for my blog, which has an issue with unused JavaScript on mobile. PageSpeed Insights suggests that I reduce the plugins I’m using. I’m already very minimal with plugins, so while I won’t implement this particular action, it’s too good to review potential opportunities.

Source

Why I Like PageSpeed Insights

There’s nothing like using Google-owned tools to improve your SEO in the search engine. After all, Google’s resources are created with Google’s requirements in mind. If your website can perform well in Google’s tools, then it’ll likely have the best chance of ranking in Google search engine results pages (SERPs).

Plus, PageSpeed Insights bridges the gap between SEO and developers. Often, SEO know there’s an issue with the site, but don’t know how to communicate their needs to developers. PageSpeed Insights’ recommendations provide a dev-friendly explanation so issues can be resolved easily.

Price: Free

Alternatives: PageSpeed Insights is a pretty solid tool for providing insights. Nothing else provides the data, for free, quite like this tool does. The downsides of PageSpeed Insights are that there’s no priority or indicator of how complex the issues are to solve.

If you’re looking for a tool that helps prioritize tasks based on their importance, HubSpot’s SEO Marketing Software and Semrush’s Site Audit are good for prioritization. I’ll get into detail about these later.

3. Google Search Console

Google Search Console (GSC) is probably the tool I visit and use the most. It’s fantastic and it’s free. Several reports within Google Search Console will help you improve your SEO and appear in the SERPs for the search terms and phrases your target audience is looking for.

Here are some things Google Search Console allows you to do:

• Analyze your site’s performance in Google, using the “Performance” report. This report includes clicks, impressions, CTR, and position. You can also view pages viewed, countries your audience searched from, and devices used.
• Identify page speed issues with the “Core Web Vitals” report.
• Review internal linking using the “Links” report.
• Submit sitemaps to keep everything updated and keep bots on the right pages.
• Submit individual pages for indexing when you make significant edits or publish a new page. This ensures Google gets onto your page at your earliest convenience. Use the “URL Inspection Tool” for this.
• Crawl Errors: Identify any crawl errors on your website using the “Pages” report.

How to Use Google Search Console

There is a lot you can do with this tool. To start using Google Search Console, you must set it up on your website. This tool is a must-have for any website. If you’re not already using it, pause reading this article for a moment and set it up. This Google guide explains how to get started on GSC.

Once set up, you use GSC by clicking through reports on the left-hand navigation.

How I Use Google Search Console

I use GSC for a range of purposes. For this demonstration, I’ll share how I like to analyze keywords using the performance report, since I probably do that the most.

Go to GSC > Performance > Queries.

This report shows any queries (think: keywords) that have returned your site in Google. I like to filter by clicks to identify the most clicked queries and impressions to identify queries where my site has appeared the most.

I often compare data; here’s a screenshot of the last three months compared to the previous three months for my boutique marketing agency:

By comparing data and then filtering by the column “click difference,” I can see where I’ve lost clicks (for my brand name, for the keyword “SEO consultant Shrewsbury,” and for my name). I can use this data to take action to improve my SEO.

• My brand name and name have probably dropped because I’ve not been as active on LinkedIn.
• The keyword “SEO consultant Shrewsbury” is a keyword I don’t want to lose clicks for. Now that I know it dropped, I can create a plan to bring the clicks back.

Why I Like GSC

Google Search Console is a tool that does a lot, for free, in an easy-to-use way. Unlike third-party tools that offer similar reports (keyword tracking, for example), the data in GSC is the data of what actually happened, for example, the actual keyword someone searched, and how many clicks that keyword generated for your site. While third-party tools are excellent, they’re not as close to the truth as GSC.

Price: Free

Alternatives: Bing Webmaster Tools (mentioned in detail next) is the main alternative to GSC. I’d argue that there’s no alternative for GSC; just tools you should also be using.

4. Bing Webmaster Tools

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Microsoft Bing Webmaster gives you access to tools that offer insight into your website, such as reporting, diagnostics, and SEO tools. The SEO tools you can use for free can help you analyze your website, manage backlinks, and review keywords to ensure your site is well-optimized for organic search.

Here are other things you can do with the Bing Webmaster SEO tools:

• Seeing backlink profiles. Learn about your backlink profile to understand referring pages, domains, and anchor links.
• Performing keyword research. Determine which keywords and phrases your audience is searching for and the search volumes of those keywords and phrases.
• Using the site scanning feature. Crawl your website and identify technical SEO errors.
• Getting SEO reports. Review any errors on your website and individual site pages.

How to Use Bing Webmaster Tools

Bing Webmaster Tools (BWT) is an SEO analysis tool you should use. It’s free and, like GSC, it provides insights into what’s actually happening relating to your site and search engine, but instead of Google, it’s Bing.

It’s easy to set up, and Bing’s Guide on getting started is here.

How I Use Bing Webmaster Tools

You can do a lot with Bing, but I wanted to find a specific report that Bing does better than GSC, so I can focus on that use case for this article.

The backlink report is a good example of where Bing excels. I like to use this to show prospects or clients backlink opportunities. While some tools do this for you, I find a quick overview using Bing helpful, especially if you’re on a call and want to find opportunities without starting a report that takes up to hours (or even days for large websites) to run.

Go to BWT > Backlinks

First, you’ll see a list of domains pointing to your website.

Usefully, you can conduct a mini backlink audit using BWT.

Click “Backlinks to Any Site” and enter a second domain. You’ll get a report that looks like this:

You can use this report to identify backlinks competitors have, but you do not. Consider if they’re worth contacting to get a link from the linking sites to your site.

Why I Like BWT

There are many reasons to like BWT. It’s easy to use; you can view reports and identify issues in plain English. BWT supports IndexNow, a protocol that instantly notifies search engines when you publish, update, or delete content, helping your pages get indexed faster without waiting for traditional crawlers. This is something you might as well set up.

Price: Free

Alternatives: Google Search Console (mentioned above) is the main alternative to BWT. I’d argue that there’s no alternative for BWT; just tools you should also be using.

5. Google Trends and Glimpse

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Google Trends levels up your traditional SEO research and audits by showing you what’s popular in industries, topics, and ideas people are exploring. Google Trends is a great place to explore the untapped potential that can yield a large keyword landscape for your website.

Note that Google Trends isn’t where you’ll get granular data. I think this tool performs best when you use it as a compass to set a direction for your SEO strategy and then pair those insights with a more robust software like HubSpot’s SEO Marketing Tool.

Here’s what you should look for in Google Trends:

• Trends: Look for trends in specific countries or regions of the world.
• Popular topics: Find popular people and long-tail keywords related to them.
• Comparisons: Compare and contrast trends over time.

How to Use Google Trends

Google Trends is incredibly simple, but so helpful.

Here’s how you can use it to compare search trends.

Go to Google Trends > Type in a keyword > Click Explore

To demonstrate how you can use Google Trends, I typed in the keyword “ChatGPT.” The graph shows an upward trend (followed by a plateau) for people searching the keyword.

I added “Gemini” as a comparison to see which tool was most popular. ChatGPT wins by a landslide (currently 91 days’ searches versus 15).

Here’s what the report looks like:

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If you’re doing keyword research, it’s worth looking at the trend because it may be that one keyword is getting more interest than another. Trends might help you decide how to position your services. A good example is the search numbers for website content management systems (CMS), Magento, and Shopify.

If you’re an e-commerce marketing agency or a developer, wondering where to niche, Shopify is a clear winner in terms of popularity.

How I Use Google Trends

One, Glimpse, a bonus SEO analysis tool called Glimpse, which brings even more insights into Google Trends.

With Glimpse turned on, you supercharge insights.

Here’s what the SEO analysis tool, Google Trends, looks like used with Glimpse:

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You can see extra data for “People Also Search” and “Related Trends.”

Why I like Google Trends (and Glimpse)

You can see keyword trends, as opposed to keyword search volumes. Google Trends allows SEO marketers to be on trend with content.

Price: Google Trends is free to use. Glimpse is free until you want additional features, then it costs:

• $40/month for the Pro package
• $199/month for the Expert package
• Enterprise costs vary depending on needs.

Alternatives: For trending keywords alternatives, you can try Exploding Topics (also has billable upgrades), or if you want a free way to identify trends, you can use tools designed for social media, such as TikTok’s Creative Content Insights. There’s every chance keywords searched in TikTok are also searched in Google. This holistic approach to keyword research is essential for the future of SEO.

6. Schema.org and Schema Validator

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Schema and structured data refer to code that you can add to your website to provide more context to Google about the contents of your website.

It’s incredibly useful for giving the bots data without overwhelming visitors.

Structured data is, as it sounds, how data is organized.

Schema is the structure that search engines use to understand data. It is made up of types and properties.

This code helps search engines display your content in rich format (search results other than the traditional blue link text). For example, the recipes displayed below are rich results:

Note that Google only uses 35 of the schema types. However, they don’t penalize you for including structured data they don’t use. Check out their rich results page to learn more about the schema types you can implement on your website.

Schema.org helps you to:

• Explore several ranking opportunities, including rich results like knowledge panels, FAQs, carousels, images, videos, etc.
• Add schema to any website page. Structure page data to help search engines easily find and categorize your website.
• Enhance your website’s appearance. This gives you a competitive edge in the SERPs.

Once you’ve found your schema, you can validate it using the Schema Validator tool.

How to Use Schema Validator

There are two main ways you can use Schema Validator.

1. Write some code, paste it into the tool, and review the schema to check it’s correct.
2. Insert a URL to review the schema that is already live.

How I Use Schema Validator

I use the schema validator to check that my schema is correct.

But another great use case is using it to spy on competitors’ schema. You don’t need to own a website to see schema in the Schema Validator tool.

Just go to Schema Validator > Click “Run new test” > Fetch URL > Paste in any URL > Run test.

Here are the results for a Nike product:

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If I were working for a brand in the sports clothing category, I might take inspiration from industry leaders like Nike and copy their schema implementation. Generally, with schema, I look to match competitor efforts, then do more.

Why I Like Schema Validator

Schema Validator is all you need for a page-by-page analysis. It’s easy to use, cheap, and detailed. I like how fast I can validate the schema and how quickly I can compare my site against a competitor.

Price: Free

Alternatives: If you want to review the schema in bulk, you need a crawling tool like Screaming Frog. Tools like Semrush will flag validation issues on an audit report to automate reporting for you (these tools will be mentioned later). If you’re really serious about schema or are managing schema at enterprise levels, consider Schema App.

7. Google Sheets and the Extension Search Analytics for Sheets

Google Sheets is a spreadsheet tool and an alternative to Microsoft Excel. After getting used to Google Sheets, I now much prefer it to Excel and would be lost without it. Although it’s “just” a spreadsheet, the tool is critical for SEO analysis. Data validation, formulas, and conditional formatting all contribute to making analysis easier for SEO specialists.

Paired with the extension Search Analytics for Sheets, Google Sheets is amazing.

Google Sheets + Search Analytics for Sheets helps you to:

• Access more keywords and deeper data than the GSC web interface shows.
• Use conditional formatting to quickly flag low CTR, high impressions, or near-top positions.
• Analyze and manipulate data manually for custom insights.
• Pull data directly into a Google sheet for easier analysis.

How to Use Search Analytics with Google Sheets

Google Sheets is available and free; all you need is a free Google account. You can create a Google account with a Gmail email, or you can use your company email. I use my company email to keep things organized.

You need to sign up to use Search Analytics for Sheets. It’s free to start; you just need to install the extension.

Important note: Whatever account is associated with your data in Google Search Console is the account you need to use for Search Analytics for Sheets.

How I Use Search Analytics with Google Sheets

My favorite use case for the Search Analytics Extension and Google Sheets is simple: keyword research.

I like using the search analytics extension because you can a) pull data directly into Google Sheets, b) access more information than available on the GSC interface, because the tool uses the API.

I open the extension in the menu > Extensions > Search Analytics for Sheets > Open Sidebar.

From there, you can customize your click “Search Console Requests” and customize your request as needed.

Here’s an example:

You can add a range of filters and dimensions, such as:

• Date ranges
• Group by… (I commonly use query and page)
• Queries containing… (I’ve used keywords containing “SEO” in the example above)

Once done, scroll down and click “Request Data.” The extension takes a moment to find all the values.

For my search, the extension returned 2,264 queries. In GSC, the same filter (filtering by keywords containing “SEO” returned 1,000 queries, the maximum in GSC.)

Here’s what the output looks like:

From here, I rely on formulas and conditional formatting to help me work. For example, I might filter keywords by cells containing “audit” to explore keywords related to audits so I can optimize my site, or I might look for keywords containing a certain number of words to identify long-tail, or I can look for keywords with a low click-through rate to see how I can optimize for more clicks.

Why I Like Search Analytics with Google Sheets

Before finding Search Analytics for Sheets, I did a lot of this work manually, without access to more keywords due to the 1,000 query limitation on Google Search Console. The extension makes the job more efficient and brings more keywords for analysis. It’s a win-win.

Price: Google Sheets is completely free. You only need to worry about paying for sheets if you start running out of space on your Google Drive. I’ve been consulting for over five years and am not close to running out of space. Search Analytics with Google Sheets starts free, and I used the free version for years. Eventually, I needed to audit sites large enough to return more rows. It’s cheap at $190/year for pro, or $490/year for unlimited.

Alternatives: Due to the API on Screaming Frog, you could do similar work with that, or there’s always the option to have less data and work manually using GSC.

8. ChatGPT

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ChatGPT is a useful SEO tool that goes way beyond creating content. ChatGPT is an incredible SEO co-pilot, if you think about it as a junior marketer or an assistant.

It’s important to remember that AI is no replacement for human-led strategy.

How to Use ChatGPT

Starting with ChatGPT is easy, and it’s free. If you go to ChatGPT, you can start immediately. The tool opens with a search bar, and you can start searching.

There are limitations on the free version. You can’t save your chats; if you close the window, you lose your history. There are limitations to the number of requests you can send.

It’s best just to create an account.

How I Use ChatGPT for SEO

ChatGPT is well-known for its content capabilities. Here are some ways I use the AI for SEO:

• Content creation of small amounts of text, such as descriptions or definitions. I would never use ChatGPT to write an entire article or more than a paragraph or two at a time. The content isn’t good enough for that.
• Categorizing keywords. After I’ve completed keyword research, I often give ChatGPT the keywords and ask it to categorize and cluster them. While the clustering isn’t perfect, it can be pretty good and saves me from doing it manually.
• ChatGPT’s API can be useful for writing within WordPress CMS (you can integrate it) and have generative text within the WordPress editor.
• Asking for formulas to help with analysis within Google Sheets.

Why I Like ChatGPT

ChatGPT excels at specific tasks. I have saved hours upon hours with formulas for Google Sheets, and it can make light work of clustering keywords. For me, ChatGPT has never been a time saver when it comes to writing, but then again, I am a writer! I’ve been a paid subscriber for years.

Price: Free to start, $20/month for Plus (I use this package) $200/month for Pro.

Alternatives: There are many alternatives now, including Gemini, Perplexity, and Claude. They’re all good, to be honest, and all worth a try! I’ve never subscribed to the others.

9. HubSpot’s AI Search Grader

HubSpot’s AI Search Grader is a vital tool in modern-day SEO. The tool is designed to help marketers understand how well their site is optimized for search visibility in AI-generated tools.

HubSpot’s AI Search Grader helps you to:

• Understand brand sentiment and how the AI tools refer to your brand (positive, neutral, or negative).
• Strengths and weaknesses of your brand according to AI.
• Share of voice in your industry compared to competitors.

How to Use the AI Search Grader

HubSpot’s AI Search Grader is free for anyone to use.

Visit the AI Search Grader > type in your details > click “Grade My Brand”

Within a minute, the report will be compiled. The initial page is just a preview, but you can access the full report in exchange for your email.

How I Use HubSpot’s AI Search Grader

Like Hubspot’s Website Grader, I use the AI Search Grader as an initial check on client websites. It takes five minutes to get an actionable report, giving me a snapshot of the website’s performance, helping me get an overview of what future work might need doing.

It’s ideal if I’m on a call and want a quick snapshot of how a client’s site might perform in AI search tools.

Why I Like HubSpot’s AI Search Grader

It’s quick and easy to use and provides a snapshot of your brand’s visibility in AI search.

Price: Completely free.

Alternatives: SEO tools like Semrush provide data relating to rankings in AI overviews, but not in LLMs like ChatGPT. A paid-for alternative tool would be Waikay.

Paid SEO Tools

Next, let’s look at some paid SEO tools.

(Note: Some of these tools have free trial periods. Some also offer entirely free plans but with restrictions in terms of flexibility and customization.)

10. HubSpot SEO Marketing Software

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HubSpot’s Marketing Hub includes an SEO marketing software tool that’s perfect for helping you build authority across your website. Since this software is integrated with HubSpot landing pages, web pages, and blog posts, you’ll never miss an opportunity to optimize your content for traffic and conversions.

Whether you’re creating your first content strategy or are an expert in all things SEO, HubSpot’s SEO Marketing Software gives you the tools and the confidence to rank in the SERP and report on your performance.

HubSpot’s SEO Marketing Software allows you to:

• Build and manage topic clusters to improve content structure and authority.
• Review SEO recommendations within the tool.
• Review SEO data like clicks and impressions so you can make data-driven decisions.

It also encourages SEO and marketing collaboration. This tool works in conjunction with:

• Email. Send professional emails using your own branded designs.
• Marketing Automation. Create dynamic campaigns for segmented audiences.
• Lead Management. Track leads through each stage in your sales process.
• Analytics. Review your campaign to identify success and opportunities for improvement.

How to Use HubSpot SEO Marketing Software

There’s so much you can do with this comprehensive marketing tool.

Once your blog or website is set up in HubSpot, log in and go to Content in the left-hand menu > SEO.

From this dashboard, you can easily connect Google Search Console to get your data managed within the HubSpot platform. This guide explains how to set up GSC and HubSpot. If you follow the workflow above, you’ll also find a video.

How I Use HubSpot’s SEO Marketing Software

For clients using HubSpot, the SEO marketing software lets me pull SEO data into one central place. Instead of having multiple browsers open (GSC and HubSpot, for example), I can manage everything from within the HubSpot platform.

Why I Like HubSpot’s SEO Marketing Software

HubSpot makes SEO analysis very easy and is particularly useful for tech.

Here’s a look at the HubSpot tech report:

Unlike PageSpeed Insights, HubSpot’s tool identifies the:

• SEO impact, so you can see how serious an issue it is.
• Technically difficult, so you can understand how easy or challenging it is to resolve.
• The role of the person who can assist in resolving the issue.

Price: $45/ mo for the Starter plan, $800 for professional, and $3,200 for enterprise.

Alternatives: HubSpot does so much that you’d need multiple tools to get the same functionality. Popular alternatives include Semrush, Ahrefs, Surfer SEO, PageSpeed Insights, and more. All tools that offer anything close to HubSpot’s functionality will be paid.

11. SEMrush

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Semrush is a comprehensive SEO tool that reports on the performance of domains and their specific pages. There is a range of SEO reports, analytical tools, and tracking functions all within Semrush.

SEMrush allows you to:

• Analyze SEO performance overall for your website or competitors.
• Review competitors’ strategies, including organic and paid strategies. For paid, this includes ad keywords or ad copy used in your competition’s PPC ads. For SEO, this includes keyword gap and backlink gap analysis. This is just scraping the surface of what you can do.
• Build links by analyzing backlinks from other websites to your site.
• Use the Keyword Magic tool to identify all keywords you need to build an SEO strategy successfully.
• Generate comprehensive site audits that include issue prioritization.
• Receive recommendations. See how you can increase your organic traffic by optimizing your content.

How to Use Semrush

Semrush is fairly easy to use and intuitive once you get started, but the scale of what the tool can do can make it rather overwhelming if it’s your first time.

To get set up, I recommend following Semrush’s setup guide.

I recommend setting up a site audit if you’re looking for something not too overwhelming to get started. As an SEO consultant, it is one of the first things I do for any prospect.

Go to Semrush > left-hand menu > SEO > Site Audit > Click create project in the top right.

The tool gives you a simple walkthrough to set up your first audit, such as the URL and any boundaries you want to include, like limiting the audit to a certain number of pages. Once done, you get a dashboard like this:

There are several reports linked from the dashboard, and you can click through to read more. At the top, you’ve got “Errors,” “Warnings,” and “Notices.” This prioritization helps you tackle the issues on your site in order, which is pretty helpful.

How I Use Semrush

Outside of the free Google tools (GSC and GA4), I use Semrush the most. It is a tool I open every single day, and I use many of the reports. Although I’ve been on the paid Guru subscription for over five years, I’ve still not used Semrush to its fullest potential; there’s so much available!

It’s challenging to pick one thing, but I will show you the Position Tracking tool because everyone can benefit.

Why I Like Semrush

The main reason why I’ve come back to Semrush over alternatives is the UX. I prefer it, but that is very much a personal preference.

More generally, I think Semrush’s competitor analysis is unrivalled. I love the market trends report, which allows you to compare multiple websites to see how your site fares against competitors:

While the competitor analysis is a good reason to opt for Semrush, I think it’s worth considering how much competitor analysis you need to do. For SEO consultants like me, competitor analysis is something I do a lot, but if you’re managing one site, you might only do it a few times a year, or maybe even once a year, or less.

Another great tool that I use a lot is the SEO Toolkit, which allows you to track a website’s visibility improvement over time as well as identify which keywords it’s ranking for, what the page’s rank is for a keyword, the keyword’s monthly search volume, and more.

Price: $139.95/mo for pro, $249.95/mo for guru, or $499.95/mo for business.

Alternatives: There are many alternatives to Semrush, and many are good. What you choose will come down to personal preference. I’ve recommended Semrush in this article because it is the tool I’ve used the most. While there are many reasons why I prefer Semrush, I really don’t think you should be put off by alternatives such as Ahrefs (great for backlinking, uses a credit system) or SE Ranking (a cheaper alternative). Over the years, I’ve subscribed to all three of these tools for months or years. I always come back to Semrush.

12. Screaming Frog SEO Spider

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Designed specifically for the SEO-minded, this program crawls the websites you specify, examining the URLs for common SEO issues. This program simplifies and expedites an otherwise time-consuming process, especially for larger websites. (It could take hours or days to manually evaluate the same URLs.)

Notable features of Screaming Frog SEO Spider are:

• You can crawl an entire website, no matter the size, and analyze data in a spreadsheet.
• Exports to Excel and Google Sheets are easy, so you can analyze your SEO data further.
• Screaming Frog includes an intuitive Java program with easy-to-navigate tabs.
• Crawl configuration to set up custom crawls so you can crawl for spelling and grammar mistakes, crawl for specific keywords to which you want to add links, crawl structured data and schema to bulk analyze schema and structured data across an entire site.
• Analyze page speed by page and see your carbon rating.
• APIs for various tools, including Google Search Console and Google Analytics.

How to Use Screaming Frog

You can start with Screaming Frog for free by downloading the spider here. Once it’s downloaded, you can use it immediately, but with some feature limitations, and you can only crawl 500 URLs, but this is enough to get you started to see if you want to go ahead and purchase.

This video provides a walkthrough of the tool:

How I Use Screaming Frog

I use Screaming Frog quite a lot and for quite a few different use cases. If I run a technical audit, I rely almost entirely on Screaming Frog.

I also especially like the API for Google Search Console and Google Analytics, which makes content planning easy.

I wrote an article for Screaming Frog about streamlining content creation and planning using the tool. The article is comprehensive and has a step-by-step guide on using the tool to create a content plan. You can download my Google Sheet with conditional formatting, making the process easier.

I’ll show you how to use it to identify internal link opportunities. This is a great feature!

Open the tool > in the menu > Configuration > Crawl Config. > Custom Search > +Add > Enter a keyword you want to link from > Select “Page Text No Anchors” from the drop-down. This will give you all mentions of the keyword that don’t already have a link. > Ok.

Add your URL to the search bar > Click “Crawl”

Your crawl and all faucets will be on the right-hand menu. Click through the items, collapsing them until you find “Custom Search.”

Click on your search.

You’ll see a complete list of pages containing your keyword in the left-hand window, but they do not link. Work through the pages, and add a link in your CMS.

Pro tip: Export the data to a spreadsheet to mark off the pages you’ve done.

Why I Like Screaming Frog

I like Screaming Frog mainly because of the bulk analysis of URLs and the API features.

Price: Free plans are available, but are limited to crawling only 500 URLs, and some features are not available. Paid plans cost $259 a year.

Alternatives: I’ve put Screaming Frog in this article because it is my preferred tool. Alternatives like On Crawl and Sitebulb are also very good and worthy of trial by anyone considering investing in a crawling tool. By the time Oncrawl and Sitebulb were on my radar, I was already well acquainted with Screaming Frog and didn’t want to change my processes and learn a new tool.

I will say that the alternatives are very good at presenting information. They include dashboards, which make the crawls easier for SEO specialists to digest and more engaging for clients. With Screaming Frog, you need to know what you’re looking for and how to resolve the issues yourself.

Sitebulb has the added benefit of cloud crawling, so you can crawl sites and save them without using your computer’s memory.

13. WriterZen

WriterZen is a firm favorite tool in my toolkit. I use it weekly and I love it. It’s easy to use, and a few years ago I met the team while travelling in Vietnam. It was a great experience, and I was happy to be surrounded by an enthusiastic team, ready to make the best SEO tool they could.

WriterZen allows you to:

• Conduct topic discovery from a head keyword. Enter a keyword, and the tool presents all the data.
• Keyword Explorer allows you to identify keywords and their search volumes.
• Content creator is my favorite tool. The AI makes light work of content briefs.

How to Use WriterZen

It’s very straightforward to use WriterZen, and unlike other tools, WriterZen isn’t so overwhelming that you can’t use all the features straightaway. You can sign up for a free trial; after that, it’s a lifetime price.

How I use WriterZen:

My main use case for using WriterZen is the briefings.

I use the Content Creator product for this and have created a step-by-step guide in video format.

Here it is:

For this article, here are the steps outlined for using WriterZen for SEO content briefs.

Step 1: Go to Content Creator > Click “+ New project” and enter a project name. I just use the focus keyword for the content I’m creating. > Click “Add”

Step 2: On the next screen:

• Enter the keyword again in the “Seed keyword” field
• Select the language/region you’re targeting
• Add any supporting keywords

Click “Create.”

Step 3: Complete SERP analysis.

This is my favorite step. I especially like how WriterZen pulls SERPs into one place, allowing you to complete your analysis in one place.

Add a title and a description, as this will influence the outline.

You can generate a title tag and meta description using the tool’s AI if you want to.

Step 4: Use the WriterZen interface to build your outline.

When you’ve added your headings, click “Save & Setup keywords,” add any keywords you want to include in the article, and click “Save & Begin writing.”

When faced with the pop-up about using AI. I always click “I’ll write myself,” then copy the brief into the editor.

I tend not to write in WriterZen; I copy the mostly AI-generated brief and paste it into a Google Document. From here, I add my SEO magic and I:

• Alter the headings so they’re unique
• Add headings to add information gain (unique insight not in any other ranking page)
• Add insights for the writer and links to any additional research completed to finalize the brief.

Why I Like WriterZen

It’s fair to say that I’ve had a soft spot for WriterZen since I met the team, but I do really value the tool. I think it’s an incredible price for what it offers. It’s easy to use, has all the best features without being overwhelming, and I love how it clusters keywords, too. It doesn’t cluster semantically; it does it based on what Google ranks, making the clustering the most accurate I’ve used.

Price: It’s a one-off lifetime price, which is something I love about WriterZen. The starting price is $135 for the “keyword research” product. If you like the content creator feature (which I highly recommend), it’s $270 for 50 articles/month, or you can go all in for $405.

Alternatives: There are a few alternatives to WriterZen, and I’ve used all of them. They’re all really good, and I recommend them all. This all comes down to preference. Try Frase, ClearScope, or SurferSEO.

Start analyzing your website with SEO tools.

Now that you’ve learned about some of the best free and paid SEO tools on the market and have unique ways to use them, you can start analyzing your site with confidence.

I hope this guide has been as helpful to you as it was enjoyable for me to write. I love SEO analysis, and I love it when I stumble on a tool that makes it easy!

Editor’s note: This post was originally published in December 2018 and has been updated for comprehensiveness.

Keeping up with the best AI SEO tools can feel like a full-time job. While we all know that tools help us to do our jobs better and faster, finding the time to research the tools and integrate the new tool into an existing workflow is a considerable undertaking. That’s why I wrote this article.

I’ve been testing AI tools for years.

I was a pretty enthusiastic adopter of AI and started with Jasper before ChatGPT was on anyone’s radar. I earned my Jasper Certification in June 2022, just a few months before ChatGPT launched and AI adoption exploded. Since then, existing tools have layered in AI, and entirely new tools have hit the market at a rapid pace.

This guide will help you make sense of the leading AI SEO tools and how to use them effectively. I’ve been selective about tools included because I didn’t want to write an article listing a bunch of AI for content creation. (I feel like this is the AI we all know about!) Instead, I’ve provided a tool for as many components as AI and SEO as possible, including internal linking, technical SEO, and backlinking.

I’ll uncover the essential features to look for in each tool you consider and share valuable insights gained from testing top solutions. Whether you’re a freelancer, in-house marketer, or consultant, this guide will help you identify the AI SEO tools that align with your goals.

Table of Contents

• What is AI SEO?
• How Marketers Use AI
• How to Use AI for SEO
• How I Tested the Top AI-Powered Tools for SEO
• AI SEO Tools: Top Features in 2025
• 14 Best AI SEO Tools
• Free AI SEO Tools

How Marketers Use AI

I’ve worked in marketing for over a decade now. My primary role is SEO, but as the co-founder of boutique SEM agency, Forank, I also use AI tools to help manage the SEO side of my business.

Here are some ways in which AI supports my marketing workflows:

• Research and brainstorming.
• Project management.
• Analytics.
• Content creation tasks (including creating briefs, writing copy for social posts, emails, blogs, websites, and more).

It’s easy to get wrapped up in the AI versus humans argument, but AI doesn’t replace humans. It enhances it through intelligent automation. AI unveils insights and optimization opportunities that would be challenging for SEO professionals to identify manually and in a timely manner.

AI in SEO involves using advanced algorithms, including machine learning and natural language processing, to process and analyze large volumes of data, allowing SEO professionals to optimize their SEO strategies and automate specific tasks.

Simply put, AI allows SEO professionals to do the work they love while they outsource the time-consuming and mundane.

The impact of AI on SEO is significant, with 98% of organizations increasing AI usage. Better, marketers are measuring AI success in the form of ROI across many dimensions, including:

• Increased productivity. When AI takes the time-consuming and mundane tasks, humans can work more productively on the work they love.
• Time saved across teams. With AI taking a portion of the work, time is better spent.
• Better overall performance. Some tasks are better completed by an AI. Data analysis, for example, can be better with AI as it can analyze large data sets fast, leading to better performance.

Source

According to HubSpot’s recent State of AI report, data shows that 86% marketers who use AI for creative ideation save an hour a day, which equates to 37 working days per year, assuming a working day is five days per week and seven hours per day.

Here are some of the key ways I’ve used AI in my SEO process.

1. Brainstorm topics based on your target audience.

LLMs like ChatGPT and Perplexity are pretty useful for brainstorming topics based on your target audience.

Currently, I’m using ChatGPT more than anything else.

To get the most out of topic brainstorms, try a strong prompt like:

I’m creating a content strategy for a leading [industry] brand. I need content ideas tailored to my target audience, who are [demographics, psychographics, job roles, industries].

They are typically at the [awareness/consideration/decision] stage of the buyer’s journey and struggle with [pain points, common challenges]. Their key goals are [primary objectives or motivations].

We’ve already created content on [list existing content], and our top-performing content includes [examples or content types that have resonated well]. However, there are gaps in our content around [missing topics, underperforming themes], which we’d like to address.

Right now, I want to focus on the topic cluster of [main topic or theme], and ideally generate ideas that explore related subtopics such as [related keywords, long-tails, semantic variations]. It would be helpful to factor in [seasonal trends, news, industry updates], if relevant.

Please generate ideas for the website, including [service pages, landing pages, blog posts]. The content should support our goals of [increase traffic/drive leads/educate/generate backlinks/improve engagement].

Our key competitors are [competitor names or content examples], and I’d like to differentiate our ideas from theirs by [unique POV, targeting a niche angle, depth, storytelling, etc.].

We plan to promote this content primarily via [SEO and the website], so please factor this into the ideation.

Pro tip: if you export your sitemap to an XML file, those on ChatGPT subscriptions can provide the file, and ChatGPT will analyze and understand topics already covered, which might help the ideation process. You can also add competitor sitemaps if you’re interested in closing content gaps.

2. Detect and fix technical issues, such as broken links.

Technical SEO can feel like a minefield. It’s complex and there’s nearly always a lot to do, especially on a site that’s been a little neglected. Usually, it’s nothing to worry about, but lots of little issues that are better resolved.

Technical SEO can become more palatable with AI and SEO tools that bring issues to the forefront and break down how to fix them, and how important they are.

Here’s what that looks like in HubSpot:

The prioritization helps you see what’s high priority, how difficult it is to fix, and which role is responsible for resolving it.

3. Find keywords based on your chosen topics.

You can complete keyword research with LLMs. It’s a good way to get ideas, but I’d be careful assuming that LLMs know what keyword search volumes are. Using LLMs for keyword research with a keyword research tool is best.

I like Semrush’s Keyword Magic Tool for this, or there’s Keywords Everywhere for a cheaper alternative.

4. Speed up the research process.

Research with AI is undoubtedly faster with AI than without. Here are some use cases for how AI speeds up research:

• Research and categorize/cluster keywords at scale using LLMs like ChatGPT or Writerzen, which is exceptional for keyword clustering. WriterZen uses AI for this process.
• Competitor research can be pretty quick with AI. You can use LLMs or tools like HubSpot’s Website Grader and AI Grader to complete research in seconds. The AI grader is particularly useful for modern-day SEO. I cover the AI grader later in this article.

5. Generate content outlines.

Research for content briefs is made so fast with AI. The AI can do the foundations of brief creation incredibly well, so you can spend time adding value and E-E-A-T.

6. Identify opportunities to optimize content.

AI tools like SurferSEO have content optimizers that use AI. Content tools can help you spot gaps in your content to ensure you create the most detailed content on the web, giving you the best chance of ranking.

AI in content is nothing new. I’ve used Grammarly for years. While not an SEO tool per se, Grammarly’s AI brings a lot of benefits to SEO:

• Correct spelling and grammar are important for SEO.
• Engaging content increases on-page and engagement signals.
• Plagiarism detectors ensure that your content is unique.

7. Analyze KPIs such as page views, clicks, and time on page.

Within Google Analytics (GA4), AI features (insights) make light work of gathering and understanding data. Instead of manually navigating to reports and filtering them, you can use natural language to ask about specific KPIs.

Here’s an example:

8. Generate structured data and schema markup.

Structured data and schema is a great use case for AI because it allows SEO teams to generate schema even if they’re not the most technical.

I use ChatGPT for this. I ask the tool to help me create a specific type of schema. It’s useful because schema has different properties and types, and the LLM can recommend which properties can be used with which types.

Start by asking which properties and types you can use, then go ahead and generate the schema. The AI will do it for you.

Important note: The AI doesn’t always get it right. It’s important to validate the schema using the Schema Validator tool. Also, you must check the schema with a technical SEO or schema professional who knows how to implement schema correctly. Even the Schema Validator tool can only confirm whether or not your schema is technically accurate; it cannot tell you if the properties and types are used correctly.

9. Build a smarter content strategy.

AI’s data processing capabilities can help you develop a smarter content strategy that prioritizes and aligns with your target audience’s needs.

For instance, use an AI-powered toolkit to analyze survey data, customer reviews, interviews, and sales call records to uncover valuable insights for your messaging.

These insights will help you identify high-value keywords and topic clusters to target. Additionally, you can uncover gaps, opportunities, and trends.

From there, you can map out a focused content calendar that targets high-opportunity terms and create content formats that resonate with your audience.

10. Automate repetitive tasks.

While you should focus on implementing your SEO strategy, use AI to automate repetitive tasks that are challenging to manage at scale, such as:

• Site crawls and technical audits across millions of URLs.
• Continuous rank tracking across devices and locations.
• Backlink monitoring and opportunity identification.

For example, an AI content optimization tool can suggest improvements, but changes must always be reviewed and approved manually.

Before publishing your content, use an AI SEO tool to suggest and automatically create internal links within your website.

This can improve ‌site structure and user experience and help distribute link equity more effectively.

How I Tested the Top AI-Powered Tools for SEO

As an SEO professional, I’ve been testing AI-powered tools for SEO for years. In fact, I’ve written many articles for HubSpot covering topics like this.

Here are two favorites:

• Best AI Tools for B2B Marketing in 2024
• I Tried Three Generative AI CRMs: Here Are My Thoughts

I’m always eager to see how the latest AI SEO tools can help me improve my SEO workflows and drive better results.

All that said, I’m conscious that not all AI SEO tools are created equal. For this article, I’ve kept my testing and recommendations fair using the following criteria:

• True AI and machine learning capabilities. When choosing tools to include in this list, I prioritized those that use advanced technologies like natural language processing and neural networks over simplistic rules-based systems or rebranded legacy software.
• Intelligent optimization, not full automation. Despite AI’s potential for automating specific SEO tasks, I looked for tools that complemented my effort and strategic decision-making. The most beneficial AI SEO tools helped improve my expertise by providing intelligent automation and data-driven recommendations instead of dictating my entire process.
• Specialization for SEO use cases. Since SEO is an intricate, multidisciplinary practice, I expanded my testing to include platforms purpose-built for core SEO needs like keyword research, content optimization, technical audits, and rank tracking, in addition to AI writing tools and content assistants.
• Seamless integration. Any AI SEO tool must integrate with CMS tools, analytics stacks, and other essential marketing technologies you’re using. I prioritized solutions with robust integration capabilities through APIs, native connectors, or third-party partnerships. Ease of setup and installation was also a key factor.

AI SEO Tools: Top Features in 2025

While your specific needs and preferences will determine the AI SEO tool you pick, there are essential features that every dependable AI SEO tool should have.

To help you select the most effective solution, consider these features and capabilities:

Robust AI Core

Look for tools that incorporate advanced natural language processing (NLP) and deep learning algorithms.

As you do this, don‘t just take the vendor’s word for it. Dig into ‌documentation, examine case studies, and seek user feedback on platforms like G2 and TrustRadius.

A robust AI core will have a track record of success and continuous improvement.

Tailored for SEO-Specialized Features

The tool you choose should cover crucial aspects of SEO, from conducting in-depth keyword research to optimizing on-page content, from performing technical site audits to tracking data to improve rankings in real time.

It should also provide insights into your competitors‘ strategies, giving you a comprehensive view of your SEO landscape.

These specialized features ensure that you get generic AI assistance and targeted support for your SEO efforts.

Seamless Integration

No tool exists in isolation. The most effective AI SEO tools offer seamless integration capabilities through APIs and connectors, allowing them to work well with your existing tech stack.

The integration process should also be straightforward and cause minimal disruption to your workflow.

Look for tools that have established partnerships with leading platforms, which often indicates better integration possibilities.

Responsive Support and Active Development

Even the most advanced AI SEO tools can’t replace good old-fashioned customer support. Seek out vendors known for their reliability and commitment to product development.

They should offer quick, accessible technical assistance through multiple channels.

Scalable Performance and Pricing

Finally, consider the tool’s ability to handle increasing amounts of data and usage without compromising speed or accuracy.

Your AI SEO tool’s pricing should be flexible, offering options that fit various budgets and needs.

Remember, the most expensive option isn’t always the best, so look for a balance between cost-effectiveness and reliable performance.

Considering these factors, you can identify an AI SEO tool that meets your current needs and can evolve alongside your business, providing long-term value in your SEO efforts. Let’s look at the 21 best AI SEO tools.

I have included free and paid tools to help with all parts of the SEO process, including strategy planning, content optimization, and technical SEO.

14 Best AI SEO Tools

1. HubSpot AI Tools

Price: Create a bundle to get a quote.

Best for: Writing marketing copy.

Source

I use HubSpot’s suite of AI tools to work more efficiently, develop my SEO strategy, and create optimized content that ranks higher in search engine results pages (SERPs).

What I love about these tools is that they are designed to allow for easy transitions between manual and AI-assisted creation, giving me the best of both worlds.

The most impressive thing about HubSpot’s AI-driven content generation tools is that they’re adept at generating copy for various needs, from blog posts to landing pages to marketing emails.

Here’s how I use HubSpot:

• I scan my website using the SEO suggestions tool to identify optimization opportunities automatically. This tool ranks recommendations by priority, so it’s easy to see which actionable insights will be the most impactful.
• I leverage the AI content writer, which helps me brainstorm topics and fill out my editorial calendar. It’s also useful for drafting email copy and pitching guest posts to chase high-quality backlinks.
• Once I have ideas, I turn to the AI blog writer to transform them into comprehensive, engaging blog posts. All I have to do is feed the tool an outline or a set of bullet points, and it creates well-structured content that follows SEO best practices. From there, I can review each post and add the final touches — this tool is invaluable for maintaining a consistent blog output without sacrificing quality.
• The AI paragraph rewriter is my go-to tool for updating existing content and maximizing its reach, effectiveness, and longevity. It rephrases and revitalizes the copy, ensuring my posts remain relevant, engaging, and SEO-friendly.

What I like: HubSpot’s AI-powered tools are designed to complement your creative process, offering the flexibility to toggle between manual and AI-assisted content creation. It facilitates enough efficiency to produce high-quality content at scale.

Bonus: HubSpot’s Blog Ideas Generator uses AI and Semrush keyword data to craft optimized blog post titles, outlines, and content.

2. AI Search Grader

Price: Free

Best for: Monitoring AI analytics.

Source

Speaking of HubSpot’s AI tools, we recently launched a powerful new one. AI Search Grader is a powerful free tool designed to analyze your brand for today’s AI search engines.

This tool allows you to see how (and if) your brand shows up in AI search results and helps you understand how models — like ChatGPT and Perplexity — view your products or services.

Here’s how I use HubSpot’s AI Grader:

• Keep track of my own website’s AI performance by running the tool every few months. I’m not particularly strict about how often I do it, maybe every two or three months, curiosity will get the better of me.
• Analyze competitors’ performance in AI. I like to know how competitors are performing.

What I like: Let‘s face it — today’s search landscape is pretty tumultuous. AI Search Grader shows where you’re doing well and where you can improve to increase brand awareness and sentiment beyond traditional search.

3. Semrush

Price: There are multiple packages for Semrush. Given the depth of my work, I’ve used Guru for the last five years. The smallest package, Pro, is $139.95/month, Guru is $249.95/month, and Business is $499.95/month.

Best for: Overall SEO analysis.

Source

Semrush is an agency-focused SEO toolset that helps develop effective SEO strategies and easily solve current SEO challenges. It’s a comprehensive tool, and I log into Semrush daily.

I was a Guru subscriber long before AI was part of the package, and Semrush’s AI features have made it even better.

Here’s how I use Semrush’s AI:

• AI Article Writer combines best-in-class content generation capabilities with years of SEO expertise. Built-in complex prompts allow you to create articles in one click or develop content step by step to match any specific requirements. You get SERP-informed SEO suggestions and real-time optimization scores to ensure your content is SEO-optimized and relevant to user needs.
• Semrush’s Copilot further amplifies your SEO strategy by doing the SEO analysis heavy lifting and uncovering useful insights. It identifies a range of opportunities, such as keywords and pages with easily improvable positions, monitors competitor movements, notifies you of significant changes in page and keyword performance, highlights areas for content improvements, provides technical SEO insights, and much more.
• Monitoring search positions. When the search landscape evolves, so do Semrush’s ranking tools. Within the tool, you can monitor website performance and how your site performs in SERP features, including AI Overviews. Though not an AI tool itself, this tool will make you feel confident in adapting to AI-driven search. From now on, you can track how your keywords perform in AI Overviews, examine featured sources, review cached results to see the exact AIO layout, and assess the effects on your overall SEO performance.

What I like: Semrush is a comprehensive solution to tackle today’s SEO challenges head-on. I have used this tool for many years and haven’t looked back; I highly recommend it!

Alternatives: Semrush is an expensive tool, so try SE Ranking if you’re looking for a cheaper alternative. Over the years, I’ve paid for and tried both. SE Ranking is good, but it doesn’t have the largest database of keywords and backlink data compared to Semrush, and I didn’t like SE Ranking’s UX as much, but that’s my personal preference. I didn’t last long on SE Ranking and switched back within months.

4. WriterZen

Price: WriterZen’s pricing is straightforward and incredible value, considering what the tool does. The starting price is $135, but I highly recommend the content creation tool, which is $270. Alternatively, you can go all in for $405, which is what I did.

Best for: Creating content briefs.

Source

WriterZen is one of my favorite SEO tools. It’s designed to make content marketers’ lives easier and does this very effectively.

Within WriterZen, you can manage your entire content workflow, from briefings (created with AI) to content writing, either with an AI workflow or with human writers.

WriterZen offers a lot, including topic discovery and keyword clustering, which is also excellent as it clusters keywords based on what’s ranking in SERPs instead of just clustering semantically.

Although I’ve used WriterZen for many years, I use it mostly for creating briefs, and I love it.

Here’s how I use WriterZen:

The AI brief creation feature is fantastic and saves so much time. The tool brings SERPs into one console, and you can click through articles and analyze all of the headings and a summary of what articles include.

With a click, you can add headings to your own article to create your outline. Within five minutes, you’ll have the foundations of a content brief. There’s still work to do, but I like how WriterZen balances human analysis and AI. It’s perfect. You can go all-in on the AI if you want to and have a done-for-you brief, but I like to be involved in the process.

Once you’ve got your brief, you can write the whole thing within the tool or use their generative AI.

What I like: I met the WriterZen team in Vietnam a few years ago, which contributed to my fondness for the platform. I think it delivers exceptional value for the price and is so intuitive, too.

Alternatives: There are a lot of good alternatives for this type of work. I’ve also used and paid for Frase, and I thought it was great! ClearScope and SurferSEO are other examples.

5. Surfer SEO (Scale AI Plan)

Price: $219 per month.

Best for: SEO optimizations during the edit phase of the writing process.

Source

Surfer SEO is a comprehensive AI-powered tool that accelerates content creation while optimizing for search engine rankings.

Its standout feature is the ability to generate high-quality content briefs and outlines tailored for top search performance.

By analyzing top-performing content, Surfer identifies crucial elements such as topics, word count, and semantically related terms needed to outrank competitors.

This data-driven approach provides a solid strategic foundation for content creation.

Surfer’s AI capabilities extend to full content generation in ten languages, a valuable feature for managing multi-lingual content demands and streamlining global content workflows.

The tool employs a two-step process: first, it generates an outline for review, then proceeds to a full draft. This approach allows for quality control and course correction before investing significant effort.

Surfer AI can automatically determine the best tone of voice for each article based on SERP analysis or match your brand’s unique tone.

Additionally, the tool provides automated optimization and the ability to scan SERPs to find the optimal tone of voice for each article.

What I like: SurferSEO generates an outline first, which you can review and change before it creates a full blog post.

6. Link Whisper

Price: Starts at $77 per month.

Best for: Internal linking.

Source

Link Whisper is a powerful WordPress plugin that simplifies and enhances website internal linking.

This tool is particularly beneficial for content-heavy blogs and sites with extensive archives, as it helps maintain a robust internal linking structure, which is crucial for SEO and user navigation.

The tool significantly reduces the time required for internal linking, transforming what used to be a time-consuming task into a quick, efficient process.

The setup process for Link Whisper is straightforward and user-friendly. Once activated, it integrates seamlessly into the WordPress dashboard, offering a clean and intuitive interface. This ease of integration makes it accessible even for those who may not be highly technical.

Here’s how I use LinkWhisper:

Link Whisper excels at providing intelligent internal linking suggestions. When editing a post, a dedicated “Link Whisper” section displays contextually appropriate internal links based on a thorough scan of the entire site.

This feature ensures that relevant content is interconnected, enhancing the site’s SEO and helping users discover related articles.

I use the auto-linking feature a lot. Every time a new page goes live, I use LinkWhisper to find keywords for which I want the page to rank. The AI finds the opportunities, and you can link them automatically or approve them.

Pro tip: I highly recommend approving the links rather than allowing the tool to link them automatically. While the automatic linking is great, it can put links in places you wouldn’t normally, such as within copy on a CTA.

The plugin’s AI-driven suggestions are generally accurate, identifying the best places to add internal links. While most recommendations are spot-on, users may occasionally encounter less relevant suggestions, which can be easily adjusted.

What I like: One of LinkWhisper’s standout features is its bulk-adding capability. This feature is handy for updating older content, allowing users to add multiple internal links across various posts in a fraction of the time it normally takes.

7. Paige by Merchynt

Price: Starts at $99 per month.

Best for: Local SEO and managing Google Business Profiles.

Source

Paige by Merchynt is unique in the AI local SEO software market because, unlike others, it fully automates your local SEO and Google Business Profile management, rather than simply providing you with suggestions you need to do yourself. Although Paige is AI-powered, you have complete control over how it writes and sounds, giving it your own company voice.

Here’s how I use Paige: I’ve used Paige’s local SEO reporting with heatmaps and find it as accurate as the other Google Business Profile reporting systems.

What I like: This AI SEO tool is 100% automated. You set up your business in about five minutes; then you let it manage everything without bothering you, which makes it perfect for small business owners and marketing agencies, since you can also fully white label it.

8. Divi AI

Price: Starts at $23 per month.

Best for: Building web pages.

Source

Divi AI is a key tool I like to use for SEO-driven content creation. It integrates seamlessly within the Divi Builder, and is available as both a theme and a plugin, Divi AI helps users create high-quality, optimized content without requiring extensive SEO knowledge or manual effort.

Divi AI’s deep understanding of your website’s context sets it apart. Unlike basic automation tools, it intelligently generates keyword-rich content that aligns with search intent and user needs. It also analyzes existing copy, refines readability, and optimizes for keywords without overstuffing, ensuring that content remains natural, engaging, and search-friendly.

By integrating Divi AI into your SEO strategy, you can streamline content production, enhance website performance, and maintain a competitive edge, all while saving time and effort.

What I like: Divi AI’s SEO-focused writing and content rewriting feature make it really easy to optimize content and expand or shorten content as needed.

9. AlliAI

Price: Starts at $299 per month.

Best for: Website optimization.

Source

AlliAI helps you easily optimize your website experience for SERPs. One feature I particularly enjoy is its bulk on-page optimization; I use it to set up SEO rules for my entire website. The program also handles code changes on individual pages.

Here’s how I use AlliAI: I’ve also used AlliAI’s automated SEO A/B testing, which uses user behavior data to optimize search page titles and boost organic traffic.

What I like: This AI SEO tool works with all CMS platforms and doesn’t require coding experience, which makes it an excellent choice for anyone new to the technical side of SEO.

10. Jasper

Price: Starts at $49 per month (per user).

Best for: Spinning content for a range of purposes.

Source

Jasper is an AI writing assistant that transforms a single brief into a comprehensive set of marketing assets, including SEO blog posts, emails, and social media copy.

Its standout feature is the intuitive campaign dashboard, which significantly simplifies team collaboration by providing a centralized hub for all marketing initiatives.

Jasper truly excels in AI-powered content creation. The tool consistently generates high-quality, engaging, relevant suggestions, proving invaluable when struggling with writer’s block.

Jasper ensures consistent branding by maintaining a brand’s unique voice and tone across various content types. It allows users to customize their tone and ensures consistent branding regardless of which team member uses the tool.

This unified, on-brand messaging is crucial for building strong recognition and loyalty with your audience.

What I like: Jasper allows for tone-of-voice customization that helps keep your brand consistent across content.

11. Pitchbox

Price: $165 per month for the lowest package, then $420 monthly, or $675 monthly.

Best for: Backlinking.

Source

Pitchbox is an outreach platform designed for SEO professionals (consultants, agencies, or internal teams) looking to grow their backlink profile. The tools help streamline prospecting, outreach, follow‑ups, and link-building at scale.

How I use Pitchbox:

• AI Keyword Assistant can support with highly relevant keywords and sites that might link to yours.

• AI Reply analyzes incoming responses and suggests context-aware replies ready to send with a click, saving hours of manually drafting replies.

What I like: Pitchbox offers end-to-end outreach automation. It’s not just about keywords and replying to emails; you’ll find websites and enhance your outreach and workflows with follow-ups and email deliverability management.

Free AI SEO Tools

If you want to start without breaking the bank, check out my favorite free AI SEO tools. They’ll still save you time and boost SERP rankings.

Note: all these tools have premium, paid versions — but still offer some helpful features at the free level.

12. ChatGPT

Source

ChatGPT is one of the most popular AI-powered chatbots, partly because it has many uses, including some SEO tasks.

While I don’t recommend ChatGPT for long-form content generation, I use it as a quick escape from writer’s block. Specifically, it’s helpful for ideation, keyword brainstorming, and quickly generating ideas for titles and meta descriptions.

Here’s how I use ChatGPT:

• Writing (then editing) small sections of content, such as a paragraph or a social media post.
• Clustering and categorizing keywords. Although ChatGPT doesn’t cluster keywords with the same sophistication as a tool like WriterZen, it does a really good job of semantically categorizing keywords. When I export keywords from Google Search Console, I’ll often put them into ChatGPT and find long-tail opportunities or categorize keywords so I know when they belong as part of a keyword map.
• Creating buyer personas is easier with ChatGPT.
• Creating SEO documents and workflows is a great way to use generative AI.

It’s worth noting that with generative AI, the output quality depends on the input quality. To up your ChatGPT prowess, browse our 70 AI prompts for marketers.

What I like: You can save conversations by topic or project, which keeps ideas organized.

13. Perplexity AI

Source

Perplexity is one of my favorite research tools because you can upload PDF files to receive a summary of key insights. The free version allows you to upload three files daily, and you can ask multiple questions related to the files you upload.

What I like: The focus feature lets you specify which types of sources you want the tool to use when generating an answer.

14. Google Analytics (GA4)

It might seem obvious, but this list wouldn’t be complete without Google Analytics, which has AI insights to make finding and processing your website’s data much easier.

How I use Google Analytics AI:

There are two main ways I use GA4 for AI and SEO.

1. I use the AI features. In the search bar, you can type things like “organic revenue in June,” and the report will deliver the data to you; no clicking on reports and no adding filters to get to the data you want. It’s quick.
2. I monitor traffic from AI sources and the engagement of that traffic. This is done using the Traffic acquisition: “Session primary channel group (Default channel group)” report.

What I like: GA4 is completely free, and every site should be using it.

Level up your marketing with AI SEO tools.

After hands-on testing and real-world use, one thing is clear to me: AI SEO tools have matured far beyond simple content generators. The best tools today solve very specific problems, whether it’s speeding up internal linking, automating technical audits, or building structured content briefs at scale.

My favorite tool among those I tested was HubSpot’s AI Tools. Its seamless integration of AI across various SEO functions, from content creation to optimization, impressed me. I found its ability to toggle between manual and AI-assisted creation particularly valuable, as it allowed me to maintain my creative input while benefiting from AI’s efficiency.

I was also pleasantly surprised by how some tools, like LinkWhisper, addressed specific SEO challenges I‘ve long struggled with, such as efficient internal linking.

The time savings these tools offer are substantial — a factor I hadn’t fully appreciated before this deep dive.

Whether you’re a consultant, agency, or in-house marketer, the takeaway is the same: Start with your SEO goals and workflow, then layer in tools that enhance what you already do so well.

Editor’s Note: This post was originally published in May 2023 and has been updated for comprehensiveness.

When life gives you lemons, make lemonade. Right?

There’s a lot to glean from turbulent times like the 2008 recession and the more recent COVID-19 pandemic. Within these periods are droves of case studies proving that whether or not a company comes out thriving is largely dependent on the strength of its marketing. It’s no coincidence that the ones who leaned in are the ones still prospering.

Take Hyundai, for example, a brand that launched the Hyundai Assurance Program in 2009 (a response to the 2008 recession), a campaign allowing customers to stop payments and return their cars in the event they were laid off. And while U.S. auto sales dropped by more than 20% in 2009, Hyundai’s U.S. sales increased by 8%.

Need further convincing? Read on for more examples and expert advice.

Table of Contents

• Is another recession actually coming?
• What Marketers Can Learn From Past Slowdowns
• Tips for Preparing and Navigating Recessions
• Affordable Tools and Technology to Leverage

Is another recession actually coming?

Predicting the next recession is like forecasting the weather (especially for those of us, like myself, living in temperamental London): Determining exactly when, why, and how severe a recession will be is challenging, considering the variety of factors impacting the markets that drive economic climates.

Still — and understandably — anticipation of the next recession is both pervasive and anxiety-inducing. One in three marketers think a recession will have an even bigger impact on marketing than COVID-19. According to HubSpot’s 2025 Marketing Report, 41% of marketers expressed negative sentiments about economic conditions impacting their marketing strategies.

“I think fear is what sits at the bottom of all of this,” says Robyn MacMillan, creative director and cofounder of The Everburn Agency. “The brands that can see past the kind of hill are the ones that actually are able to weather the storm.”

Is a recession imminent? Probably (some argue we’re already at the start of one). But does that mean you should panic? Definitely not.

What Marketers Can Learn From Past Slowdowns

“History has receipts,” says MacMillan. “Recessions don’t actually stop people from spending or purchasing. We still need services. We still need platforms.”

New 2025 HubSpot data on consumer spending habits backs her claim, finding that rather than slowing down or halting purchases, shoppers are reacting to a potential recession simply by spending more conscientiously.

“I interpret this as consumers being less panicked and more pragmatic about potential downturns because of what they learned about handling their financial situations from the economic effects of COVID-19 and post-pandemic inflation,” says Tristen Taylor, who conducted the survey.

In other words, your customers aren’t as panicked as you might think. So why should you be?

Take a breath and remember: Brands (you!) still need marketing — arguably even more during a recession than at any other time. And the brands that stay adaptable and focused can still grow.

Read on to discover top recession tips to bear in mind as a marketer.

Tips for Preparing and Navigating Recessions

1. Use data to connect with customers.

Recessions are vital times for marketers to audit their relationships with customers.

A crucial step in recession-proofing your strategy is gathering real-time data on consumer attitudes, preferences, and behaviors. With that insight, you can refine your marketing efforts — ensuring your messaging is not only timely, but truly resonates with your audience.

“We make too many assumptions as marketers,” says MacMillan. “Remove those assumptions and really connect to the data, see what sentiment analysis you can do to then see what your consumer needs right now.”

2. Don’t underestimate the power of social media — even if your budget is cut.

When asked which marketing tactics they’d prioritize if economic uncertainty continues, 23% of respondents in a 2025 HubSpot survey pointed to social media marketing. If you ask me, this number should be higher, considering HubSpot’s State of Consumer Trends report found that social media is the top channel for product discovery for Gen Z, Millennials, and Gen X.

While a recession often means tighter budgets, that doesn’t mean your social strategy should take a back seat.

Here are a few high-impact, budget-friendly focus areas to keep your social presence strong without overspending:

User-Generated Content

User-Generated Content (UGC) — anything created and shared by customers — is one of the most powerful marketing tools. For one, it’s free. But more importantly, it drives organic trust, genuine engagement, and a sense of relatability.

We saw a surge in UGC during the pandemic. Why? “Because people had more time,” says MacMillan. And for many in-house marketing teams, it became a lifeline.

MacMillan vividly recalls one client, a cybersecurity company in Gothenburg, Sweden, that thrived by tapping into the power of UGC and leaning into relatable, everyday case studies. Rather than spotlighting complex product features or tech-heavy stats, they focused on human stories — like the one about an elderly mom who accidentally clicked a phishing link disguised as a promotion from M&S, which led to a bank account breach.

“Their scalability went off the charts as soon as they leaned more into that humanistic side that people crave during a fearful time,” MacMillan adds.

New Platforms and Features

In another recent HubSpot blog, I wrote about the social media platforms marketers should be keeping an eye on in 2025. The same advice stands on the recession-prep front.

Leveraging emerging features and trends like live video and audio can help your brand stay relevant and connected. If your brand is already active on Instagram (chances are, it is), consider how Threads can supplement your reach and engagement.

Plus, never underestimate the power of content that entertains. In stressful times, people crave reasons to smile and engage even more. Behind-the-scenes content is also effective for generating trust, giving your audience a genuine look at the people and processes behind your brand — something customers crave in uncertainty. Partake Foods, which coincidentally scaled massively during the pandemic, does a great job with this (as well as UGC).

3. Lean into the brand loyalty you have to keep growing your audience.

Heavily consider sharpening your strategy around personalized experiences — custom and individualized curations of messages, content, products, or experiences. Whether you offer a discount code to your most frequent customers or send them a personalized card thanking them for their loyalty, little tokens of appreciation can go a long way.

“Really lean into that community you’ve created — make sure that they are engaged, that they feel seen, heard and valued, rather than just being service,” MacMillan. “They’ll then become advocates and affiliates.”

4. Promote low-cost or high-value products.

Whether you’re selling affordable essentials or premium goods, the key during a recession is positioning: How you frame your value makes all the difference.

“If your products are cheaper or provide better bang for the buck than competitors’, focus on gaining market share from customers who previously swore by pricier options,” says Maxwell Iskiev, who leads research initiatives at HubSpot.

On the flip side, Iskiev wisely adds: “Meanwhile, luxury brands can focus on marketing the added value customers get for shopping with them. For example, a brand selling hand-stitched leather wallets can position itself as a longer-lasting alternative to a discount wallet.”

Affordable Tools and Technology to Leverage

One of the best ways to streamline efforts in particularly turbulent times is automating repetitive and manual tasks — from email marketing to social posts and ad campaigns. This not only saves time, but frees you up to focus on high-impact, strategic projects. AI can also help optimize your efforts, improving targeting, and driving down costs.

Below are a few tools I like that you might also find helpful.

1. Marketing Hub

While new technology can feel intimidating to implement at first, HubSpot’s offerings are fantastic tools you should be leaning into, if you’re not already.

HubSpot’s Marketing Hub comes equipped with AI and automation baked in, streamlining everything from onboarding to day-to-day use, even for teams that aren’t highly technical.

In my experience, the automated workflows, data collection for each lead, and prompts on how to connect with each prospect make Marketing Hub an invaluable asset for marketers. According to our research, automating basic tasks can save marketers up to 2.5 hours daily — meaning they have more time to invest in high-level tasks.

I also want to highlight a new feature that comes with the Professional and Enterprise plans: Breeze social media agent. It helps you from beginning to end with your social media strategy. It creates and automates a multichannel social media strategy for your brand by creating assets and posting them at ideal times. Breeze also keeps track of performance metrics so you can see engagement and success levels. It further analyzes audience data to expand your reach.

As I mentioned above, organic social media is an economical and highly effective form of marketing, so adding AI to help you maximize its potential is a must in my opinion.

Core Features

• Automation of manual tasks to save marketers time.
• AI agents to assist with social media management and assist visitors to your website.
• Lead scoring tools based on customer data for targeted outreach.
• Automated personalized email campaigns to reach your audience at scale.
• Data collection and analysis presented in clear dashboards so you can understand your customers and tweak your strategy accordingly.

Pricing: Free, Starter – $15 per seat/month, Professional – $890/month for 3 seats, and Enterprise – $3,600/month for 5 seats.

2. Buffer

If you want to zero in on social media marketing, another affordable automation tool for social media I like is Buffer.

Everything you need for a successful social media campaign is included in this single software tool with a straightforward interface. I can simply toggle the tabs at the top to Create, Publish, Analyze, and Engage for each piece of content. Buffer connects with all major social platforms, so you can design and format your content according to the requirements of each, plus schedule things to post at the best times.

I also like that I can see how my content is doing across all social platforms in one easy-to-use dashboard. Finally, Buffer keeps track of all your posts and audience comments so you can respond without anything slipping through the cracks. It makes the overwhelming task of staying on top of all social engagement manageable.

Core Features

• Create your campaigns with their design tools.
• Publish and track your social posts from a single platform.
• AI assistants help you at every step of the process.
• Content collaboration for multiple teammates to work together seamlessly.
• Social channels: Bluesky, Google Business Profile, LinkedIn, Pinterest, TikTok, YouTube, Facebook, Instagram, Threads, Mastodon, and X.

Pricing: Free – one user account and three channels; Essentials – $5/month for one user and one channel, but more features; Team – $10/month for unlimited users and one channel with all their features.

3. Hootsuite

Another all-in-one social media management platform, Hootsuite helps you create, manage, and sharpen your social media strategy.

I think its social listening feature is really helpful for finding and comparing trends, hashtags, topics, and events across social platforms. Staying on top of these things will help you monitor brand sentiment, track performance, and predict trends. Another advantage of their social listening tool is that you can find UGC and influencers who will work well with your brand and offering.

Not only does Hootsuite help you with organic social media, but you can also manage paid ads through your Hootsuite account. Your organic and paid strategies can work together seamlessly by watching what performs well and what doesn’t, and monitoring your ads across all platforms.

Core Features

• Publish and schedule all your social posts from one platform.
• Track and report on post, campaign, and ad performance.
• Inbox to collect all comments and DMs across your social assets so you can respond in a timely manner and never lose track.
• OwlyWriter AI helps write copy for your social posts, whether it’s captions, hashtags, or long-form posts. It also generates ideas so you never get stuck.

Pricing: Standard – $99 per user/month; Advanced – $249 per user/month; Enterprise – custom pricing.

4. Canva

Looking for a tool to assist with design? Canva remains a go-to creative powerhouse that every marketer should have in their back pocket.

You can design anything with Canva. It features thousands of templates and a drag-and-drop editor that lets you quickly personalize anything for your brand. I use it all the time, and I love the versatility it offers because I can create social posts with the right format for each platform, design web pages, and create presentations to share with my customers.

I especially appreciate that I can quickly create social posts that look professional and fit my branding with Canva. I can create a consistent aesthetic across all social channels using the same basic template from Canva.

Core Features

• The photo editor allows you to do basic photo editing all within Canva.
• The new AI assistant, while still in development, is a fun tool because you just have to enter a prompt with your idea and Canva will quickly generate multiple designs. You can then further prompt it to modify one you like but aren’t quite satisfied with.
• There are over 400,000 professionally designed templates in Canva’s template library. If you don’t want to start with a blank page, one of these templates is sure to give you the foundation to start designing.
• The drag-and-drop editor lets you visually design your creative assets without any coding.

Pricing: Canva Free; Canva Pro – $120/year for one person; Canva Teams – $100 per person/year; Canva Enterprise – custom pricing.

Remember: It’s not your first (or last) unprecedented time.

“Don’t amputate the arm that feeds your future,” warns MacMillan.

In other words, cutting marketing entirely during tough times might offer short-term relief, but it can cost you long-term growth. Turbulent times test resilience, but they also reward brands that continue to show up with clarity, creativity, and consistency.

We’ve learned from past recessions that those who invest thoughtfully in their marketing not only survive but often come out stronger.

Editor’s note: This article was originally published in March 2023 and has been updated for comprehensiveness.

I’m not saying I exploited my position as managing editor to meet one of my favorite YouTubers…

… but I will say that I’m unreasonably excited to share today’s interview.

And, my selfishness aside, this former Disney marketer has a lot to learn from. Today’s master turned his covid furlough hobby into a highly successful YouTube channel with nearly 4 million subscribers and a cookbook on the New York Times Best Seller list.

Meet the Master

Max Miller

Host and creator, Tasting History with Max Miller

• Fun fact: Max’s house is filled to the brim with Lego. When I’m not working, I’m probably putting together Lego.”
• Claim to fame: Built a YouTube channel with almost 4 million subscribers and wrote an NYT bestselling cookbook.

  Before launching his channel, Max worked as a movie marketer for Walt Disney Studios.

  “I was there during the golden days when they started putting out the new Star Wars and the original Marvel movies.”

Lesson 1: Good content beats best practice.

Max Miller doesn’t act like a good YouTuber should: He doesn’t test his thumbnails. He has a theme song. And he never, ever makes the shocked YouTube face. (You know the one.)

“I break all of the rules. And not on purpose; it’s just that I didn’t know the rules,” he confesses with an unassuming smile.

So, how did he earn 3.7 million followers without ticking every box on the marketing to-do list?

“It sounds selfish, but I am my audience. If I’m making content that I want to watch, and that I’m interested in, there are bound to be other people who are interested in it,” Miller says.

Now, if you’re in an unsexy industry, you might think this doesn’t apply to you. Dear Sir or Madam, I used to write blogs about incontinence briefs. If I can find the interesting nugget in that, I guarantee there’s something you can find to care about.

“I’m the one spending 40 or 50 hours a week on a video, so I need to find it really interesting. Otherwise, the people watching will know I’m not really interested in it,” he explains.

Whether you’re in media or marketing, interesting content is what keeps an audience coming back. The rest is just icing on the 19th-century Johnny cake.

Lesson 2: Don’t short Shorts.

“[My YouTube partner] had to drag me kicking and screaming to start posting short-form videos,” Miller laughs.

YouTube Shorts are often dismissed by brands and creators alike because Shorts viewers rarely jump straight to watching long-form videos.

“The crossover is shockingly small. I wish it was more. It’s like five percent.”

But when he finally did try the format, Miller found that the benefit was in the indirect consequences.

“It brought tons of people to the channel, to Instagram, Facebook, TikTok. It ended up leading to a huge spike in book sales because I was making recipes from my cookbook.”

So, rather than gauging the success of Shorts in terms of direct views, think about them as audience development.

Seen through that lens, “5% of a million people? That ain’t bad, y’know?”

He could’ve said it ain’t small potatoes. (Stop it, Curtis.)

Lesson 3: Find what creators care about.

Since Miller has been both a marketer and a creator, I asked him what he wished more marketers knew about working with creators, whether that’s influencer marketing, collaboration, or even sponsorship.

“When I used to work [in marketing for] the movies, I didn’t make the movies,” Miller says. “We would take the movies and craft a marketing campaign around somebody else’s baby.”

The same goes for working with content creators: To you it may be just another campaign, but to the creator, it’s personal.

So, don’t just think about the content itself, though that is important. Think about what the content means to the person or people who created it.

Miller shares that he’ll often get pitches about professional editing or offers to double his views and grow his brand, but that’s not where heart is.

“I have no desire to have 200 employees. That’s why I’m never going to be a big company like Good Mythical Morning or MrBeast,” he says. “A lot of people in my situation think I’m crazy. They’re like, ‘You could be making twice as much money.’

“More is not always better, in my mind. Enough is fantastic.”