Connectors / Integration
Connect SEMrush and HubSpot to Turn SEO Intelligence Into Revenue
Automatically sync keyword rankings, backlink data, and site audit insights from SEMrush into HubSpot to power sharper marketing campaigns and sales outreach.
SEMrush + HubSpot integration
SEMrush and HubSpot are two of the most-used platforms in a modern marketer's stack — one handling organic search intelligence, the other running the entire customer journey. Together, they create a feedback loop where keyword performance, competitor insights, and site health data drive better-targeted content, more informed lead scoring, and tighter sales and marketing alignment. Integrating SEMrush with HubSpot on tray.ai cuts the manual export-and-import cycle that wastes hours and delays action on time-sensitive SEO signals.
Marketing teams that run SEMrush and HubSpot in isolation are leaving real value on the table. When a target keyword breaks into the top three positions, your sales team should know right away so they can reference that content in outreach. When a prospect's domain shows declining authority in SEMrush, that signal should shape how you prioritize follow-up. By connecting these platforms through tray.ai, you can automatically enrich HubSpot contact and company records with SEMrush domain analytics, trigger nurture workflows based on keyword win events, attribute closed revenue back to organic search campaigns, and make sure your content team is always producing assets tied to high-intent keywords your HubSpot pipeline data reveals. The result is a tighter, data-driven loop between SEO performance and actual business outcomes.
Automate & integrate SEMrush + HubSpot
Automating SEMrush and HubSpot business processes or integrating data is made easy with Tray.ai.
Use case
Enrich HubSpot Company Records with SEMrush Domain Analytics
When a new company is created in HubSpot — through a form fill, manual entry, or CRM import — automatically query SEMrush for that company's domain authority, organic traffic estimate, top keywords, and backlink count. Append this competitive intelligence directly to the HubSpot company record so sales reps have instant context on a prospect's digital presence before making first contact.
- Sales reps enter every discovery call with the prospect's organic search health and keyword strategy already in hand
- Cuts manual research time per account by eliminating copy-paste from SEMrush into CRM notes
- Enables smarter ICP scoring by factoring in SEO maturity and domain authority alongside firmographic data
Use case
Trigger HubSpot Workflows When Target Keywords Hit Ranking Milestones
Monitor a list of high-priority keywords in SEMrush and automatically fire HubSpot workflow enrollments whenever a keyword crosses a defined ranking threshold — entering the top 10 or reaching position one, for example. This lets you immediately promote the ranking content through email campaigns, alert the sales team for use in outreach, or update deal stages tied to that content asset.
- Marketing can act on ranking wins in real time rather than discovering them during weekly reporting
- Sales receives automated HubSpot tasks prompting them to share top-ranking content with relevant prospects
- Ranking milestone events become trackable touchpoints in the HubSpot contact timeline
Use case
Sync SEMrush Site Audit Issues to HubSpot Tasks for Content and Dev Teams
Schedule regular SEMrush site audits and automatically convert critical issues — broken links, missing meta descriptions, slow page speed warnings — into HubSpot tasks or deals assigned to the appropriate team members. Track resolution progress inside HubSpot without requiring your operations team to manually triage and distribute audit reports.
- SEO technical issues are assigned, prioritized, and tracked in the same system the team already uses daily
- Cuts the lag between audit completion and developer or content team awareness of critical issues
- Audit resolution rates become reportable metrics inside HubSpot dashboards
Use case
Score and Segment HubSpot Leads Based on Organic Search Intent
Use SEMrush keyword and traffic data to infer the search intent behind a lead's behavior and automatically update HubSpot lead scores and list memberships. Leads arriving from pages that rank for high-commercial-intent keywords can be fast-tracked to sales, while informational-intent leads are enrolled in longer nurture sequences tailored to their stage in the buyer journey.
- Lead scoring reflects actual buyer intent signals from organic search behavior, not just page views
- Segmentation becomes more precise, improving email engagement rates and reducing unsubscribes
- High-intent organic leads reach reps faster and with better context, which moves pipeline faster
Use case
Create HubSpot Deals from SEMrush Competitor Gap Opportunities
Run regular keyword gap analyses in SEMrush to identify high-value terms where competitors rank but your domain does not. Automatically push those opportunity clusters into HubSpot as deal records or campaign tasks, complete with keyword volume, difficulty, and competitive context, so your content strategy stays tied to a pipeline goal.
- Connects SEO opportunity identification directly to revenue-focused content prioritization
- Content and demand-gen teams can plan their roadmap around gaps that directly threaten pipeline
- Competitor movements in SERPs become trackable, actionable items inside HubSpot's pipeline view
Use case
Report on Organic Search Attribution Inside HubSpot
Pull SEMrush traffic and ranking trend data on a scheduled basis and write it back into HubSpot custom properties, contact timelines, or custom objects so you can build attribution reports that connect SEO performance to contact acquisition, deal creation, and closed-won revenue — all inside HubSpot's native reporting suite.
- Marketing leaders get a single dashboard showing how organic search contributes to pipeline and revenue
- No more manually cross-referencing SEMrush PDF exports with HubSpot revenue reports
- SEO ROI gets reported in the language of the business using data stakeholders already trust in HubSpot
Challenges Tray.ai solves
Common obstacles when integrating SEMrush and HubSpot — and how Tray.ai handles them.
Challenge
Keeping SEMrush Domain Data Fresh Across Thousands of HubSpot Companies
SEMrush domain metrics shift constantly as Google updates its index and competitors publish new content. Manually re-enriching HubSpot company records at scale isn't realistic, which means CRM data goes stale and misleads both sales and marketing teams acting on outdated SEO intelligence.
How Tray.ai helps
tray.ai lets you schedule recurring enrichment workflows that iterate through HubSpot company records on a rolling basis, query SEMrush for updated domain data, and write refreshed values back to custom properties — no manual intervention or engineering overhead required.
Challenge
Translating SEMrush's Technical Data Model into HubSpot-Ready Fields
SEMrush returns richly structured JSON responses with nested arrays of keyword data, position history, and audit issues that don't map neatly to HubSpot's flat property model. Without a transformation layer, data gets lost or arrives in HubSpot in formats that break list segmentation and reporting.
How Tray.ai helps
tray.ai's built-in data mapper and JSONPath helper functions let you precisely extract, flatten, aggregate, and reformat SEMrush API responses before writing them to HubSpot. You can concatenate top keyword arrays into readable strings, average position values across keyword groups, and transform audit severity codes into human-readable HubSpot dropdown values.
Challenge
Avoiding Duplicate Tasks and Records When Audit Issues Recur
SEMrush site audits run on a schedule and frequently surface the same issues across multiple runs. Without deduplication logic, every audit cycle floods HubSpot with duplicate tasks for the same broken links or missing meta descriptions, cluttering team queues and eroding trust in the automation.
How Tray.ai helps
tray.ai workflows can query HubSpot before creating any new task to check whether an open task already exists for the same URL and issue type. Only genuinely new issues — or issues that re-emerged after being resolved — trigger new task creation, keeping HubSpot queues clean and actionable.
Templates
Pre-built workflows for SEMrush and HubSpot you can deploy in minutes.
New HubSpot Company → Enrich with SEMrush Domain Data
HubSpot 
SEMrush Whenever a new company record is created in HubSpot, this template automatically looks up the company's domain in SEMrush, retrieves authority score, estimated monthly organic traffic, and top keywords, then writes those values back to custom HubSpot company properties.
SEMrush Keyword Ranking Alert → HubSpot Workflow Enrollment
SEMrush HubSpot Monitors a configured list of target keywords in SEMrush on a scheduled basis and automatically enrolls relevant HubSpot contacts or companies in a workflow when a keyword crosses a defined ranking position threshold, enabling immediate marketing or sales follow-up.
SEMrush Site Audit Completion → HubSpot Task Creation
SEMrush HubSpot After a scheduled SEMrush site audit completes, this template parses critical and warning-level issues and creates or updates HubSpot tasks assigned to designated team members, with issue type, affected URL, and recommended fix included in the task body.
Weekly SEMrush Rankings Report → HubSpot Custom Properties Update
SEMrush HubSpot Every week, this template pulls the latest position tracking data from SEMrush for your configured keywords and updates corresponding HubSpot custom properties on company or contact records, enabling native HubSpot reports that show organic ranking trends alongside CRM data.
SEMrush Keyword Gap Analysis → HubSpot Content Campaign Creation
SEMrush HubSpot Runs a scheduled keyword gap analysis in SEMrush comparing your domain against configured competitors, then creates HubSpot campaigns or deals for the top opportunity clusters, giving your content team an editorial roadmap tied to competitive search data and pipeline goals.
Ranking Decay Detection → HubSpot Content Refresh Task
SEMrush HubSpot Monitors SEMrush position tracking daily and automatically creates HubSpot tasks flagging any tracked URL that has dropped more than a configurable number of positions within a rolling seven-day window, so content refresh work gets prioritized before traffic losses compound.
How Tray.ai makes this work
SEMrush + HubSpot runs on the full Tray.ai platform
Intelligent iPaaS
Integrate and automate across 700+ connectors with visual workflows, error handling, and observability.
Learn more →Agent Builder
Build AI agents that read, write, and take action in SEMrush and HubSpot — with guardrails, audit, and human-in-the-loop.
Learn more →Agent Gateway for MCP
Expose SEMrush + HubSpot actions as governed MCP tools — observable, rate-limited, authenticated.
Learn more →Ship your SEMrush + HubSpot integration.
We'll walk through the exact integration you're imagining in a tailored demo.