In Episode 98 of HubShots, Ian and Craig talked about a keyword tool that is often overlooked by marketing managers and assistants when going through keyword ranking strategy.
The tool is the Ranking Opportunities drop down feature under Reports > Keywords in HubSpot. Let's take a look at the tool and how you can use it to find ranking opportunities.
The tool is pretty self-explanatory: it can give you an idea of the opportunities for you to rank. You may already be producing content based on the terms and long tail keywords in the list compiled by the tool, but this provides some insight into what you should focus on and what to produce more of in order to rank.
The HubSpot Keywords User Guide states that the Ranking Opportunities tool "shows you your keywords that you rank for but are not on the first page of results (rank greater than 10 but less than 70, and difficulty is less than 70)."
Instead of using a multitude of keyword ranking tools like SEMrush and Ahrefs to get a list of keywords, find your current rank for them and see how difficult it will be to rank higher for them (all a manual task that probably gets filled out in a spreadsheet waiting for action), the Ranking Opportunities tool is all there in one place, in one click and provides keyword information that you can be fast to act upon.
Once you've looked at the list and decided what opportunities you are going to take, simply use the keywords purposefully in your content. Include it in page titles, image alt texts, etc. and increase your page's opportunity to rank for that term.
If you use the Ranking Opportunities tool strategically, you are ensuring that you don't waste time on keywords that are too difficult to rank for. Instead, take the suggestions and increase ranking on the keywords that are already promising on your site.
What are you waiting for? Head over to the HubSpot Keyword tool and find some opportunities to rank.