Learn How SEO Works for the HubSpot Blog: The Search Insights Report Framework

Aja Frost demonstrates HubSpot's Search Insights Report, a framework for connecting topic gaps, competing content, keyword research, and an editorial plan. The forty-five-minute course is organized around the report template. It is a focused planning exercise rather than a complete technical SEO curriculum.

What you will learn

• Identify a useful topic gap in an existing blog
• Distinguish content competitors from business competitors
• Organize keyword observations into a report
• Connect a topic cluster with specific reader questions

Who this suits

Choose this when you already have several articles and need a clearer basis for deciding what to improve or write next. A beginner can follow the framework with a small sample. Learners seeking crawling, rendering, or server diagnostics will need additional technical material.

Before you enroll

The provider promotes large traffic increases, but those are not an expected outcome for every learner. Validate your own audience needs and available evidence. A spreadsheet of keywords is useful only when its rows lead to defensible editorial decisions.

HubSpot Academy offers the course free through an account. The public page does not advertise a certificate. Any external keyword or research tool used alongside the template has its own access terms.

Put it into practice

Review three related articles and note which reader questions each actually answers. Find one gap that deserves new material and one overlap better handled by improving an existing page. Explain both decisions without relying on search volume alone.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at HubSpot Academy.

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