diff --git a/org/html.go b/org/html.go
index 74f277a..09cfc3c 100644
--- a/org/html.go
+++ b/org/html.go
@@ -163,9 +163,11 @@ func (w *HTMLWriter) writeDrawer(d Drawer) {
 	w.writeNodes(d.Children...)
 }
 
-func (w *HTMLWriter) writeKeyword(k Keyword) {
-	if k.Key == "HTML" {
-		w.WriteString(k.Value + "\n")
+func (w *HTMLWriter) writeKeyword(kw Keyword) {
+	if k, v := kw.Key, kw.Value; k == "HTML" {
+		w.WriteString(v + "\n")
+	} else if k == "HUGO" && v == "more" {
+		w.WriteString("<!--more-->\n")
 	}
 }
 
diff --git a/org/testdata/keywords.html b/org/testdata/keywords.html
index 135c47e..88d7ebc 100644
--- a/org/testdata/keywords.html
+++ b/org/testdata/keywords.html
@@ -16,3 +16,7 @@ and an image with custom html attributes and a caption
 kittens!
 </figcaption>
 </figure>
+<p>
+This will be exported as &lt;!–more–&gt; just for hugo
+</p>
+<!--more-->
diff --git a/org/testdata/keywords.org b/org/testdata/keywords.org
index e6b8ce9..bfd594c 100644
--- a/org/testdata/keywords.org
+++ b/org/testdata/keywords.org
@@ -12,3 +12,7 @@ and an image with custom html attributes and a caption
 #+ATTR_HTML: :style height: 100%; :id overwritten
 #+ATTR_HTML: :style border: 10px solid black; :id kittens
 [[https://placekitten.com/200/200#.png]]
+
+
+This will be exported as <!--more--> just for hugo
+#+HUGO: more
diff --git a/org/testdata/keywords.pretty_org b/org/testdata/keywords.pretty_org
index e6b8ce9..bfd594c 100644
--- a/org/testdata/keywords.pretty_org
+++ b/org/testdata/keywords.pretty_org
@@ -12,3 +12,7 @@ and an image with custom html attributes and a caption
 #+ATTR_HTML: :style height: 100%; :id overwritten
 #+ATTR_HTML: :style border: 10px solid black; :id kittens
 [[https://placekitten.com/200/200#.png]]
+
+
+This will be exported as <!--more--> just for hugo
+#+HUGO: more