How HubSpot Solved Technical SEO Issues to Boost Organic Traffic by 50%

In the digital marketing world, HubSpot is often seen as a gold standard for SEO and content marketing. But even the most seasoned professionals can overlook key technical SEO issues that can quietly undermine their site’s performance. In one remarkable case, HubSpot identified and addressed a series of technical SEO problems, resulting in a 51% increase in organic traffic within just one month. This success story offers a masterclass in how to optimize a site for search engines and users alike.

Technical SEO is often the unsung hero of digital marketing. While content and backlinks are essential, they can only do so much if the technical foundation of a site is flawed. HubSpot’s experience proves that when technical SEO is optimized, the results are measurable, impactful, and fast. This article will walk through the exact issues HubSpot faced, how they tackled them, and the lessons you can apply to your own site.

The Technical SEO Audit: Uncovering Hidden Problems

A technical SEO audit is the first step in identifying issues that prevent a site from reaching its full potential. It’s a deep dive into the technical structure of a website to ensure that search engines can efficiently crawl, index, and understand your content. HubSpot’s audit revealed several key problems that were holding their organic traffic growth back.

The Issues Identified

During the audit, HubSpot discovered several critical technical SEO issues that were affecting their site’s performance:

Broken links and redirects: These can confuse search engines and users alike, leading to poor navigation and lower engagement.
Inefficient pagination: Poorly structured pagination can lead to duplicate content issues and make it harder for search engines to index important pages.
Lack of structured data: Without structured data, HubSpot’s content wasn’t appearing as rich results in search, reducing click-through rates.
Suboptimal site architecture: A cluttered or overly complex site structure makes it harder for both users and search engines to find important content.
Poor international SEO implementation: HubSpot serves a global audience, but their use of HREFLANG tags and language targeting was inconsistent, limiting their international visibility.

These issues were preventing HubSpot’s content from being fully understood and prioritized by search engines. The audit was the first step in addressing these problems and unlocking the site’s full potential.

The Tools and Techniques Used in the Audit

To uncover these technical SEO issues, HubSpot used a combination of industry-standard tools and best practices. The audit wasn’t just a one-time task but a structured process designed to identify, prioritize, and fix the most impactful issues first.

Key Tools and Their Roles

Tool	Purpose
Screaming Frog	Crawling the website to identify broken links, redirect chains, and technical errors
Google Search Console	Analyzing crawl errors, indexing issues, and search performance data
Ahrefs	Examining backlink profiles, identifying toxic links, and assessing keyword rankings
Chrome DevTools	Evaluating page speed, rendering issues, and other performance factors

Each tool played a specific role in the audit process. Screaming Frog, for example, was crucial for identifying technical issues like broken links and redirect loops. Google Search Console provided insights into how the site was performing in search results and which pages were being indexed. Ahrefs helped assess the quality and quantity of backlinks, while Chrome DevTools ensured that the site was fast and functional across different devices.

By combining data from these tools, HubSpot was able to create a comprehensive list of issues that needed fixing.

Prioritizing Technical SEO Fixes

Once the technical issues were identified, HubSpot had to decide which ones to tackle first. Not all issues are created equal—some have a greater impact on organic traffic and user experience than others. The team prioritized fixes based on two key factors: the potential impact on organic traffic and the effort required to implement the fix.

For example, fixing broken links and redirect chains was high on the list because these issues directly affect both search engines and users. A broken link can lead to a poor user experience and a drop in engagement metrics like bounce rate and time on page. Redirect chains can slow down page speed and confuse crawlers, making it harder for important content to be indexed.

On the other hand, issues like inefficient pagination might not have the same immediate impact but could still affect long-term SEO performance. Pagination issues can lead to duplicate content and make it harder for search engines to find and index the most relevant content. HubSpot addressed these by restructuring their pagination to make it more user-friendly and search engine-friendly.

Fixing Site Architecture and Internal Linking

One of the most significant issues HubSpot addressed was their site architecture. A poorly structured site can make it difficult for both users and search engines to find and understand your content. HubSpot found that some important pages were buried several clicks away from the homepage, making them less visible and harder to reach.

To fix this, they restructured their content hierarchy to ensure that important pages were no more than three clicks away from the homepage. This made it easier for users to navigate the site and for search engines to discover and index key content.

In addition to restructuring the site, HubSpot also implemented a more consistent internal linking strategy. Internal linking helps distribute link equity across the site and improves navigation for users. By using descriptive anchor text and linking to high-value pages, HubSpot was able to improve both user engagement and search performance.

Here are some of the steps HubSpot took to improve their site architecture and internal linking:

Restructured content hierarchy to make important pages more accessible
Implemented a consistent internal linking strategy using descriptive anchor text
Created content silos and categories to better organize the site
Used tools like Screaming Frog and Ahrefs to monitor and analyze internal linking patterns

These changes not only improved the user experience but also helped HubSpot’s content rank better in search results.

Enhancing International SEO with HREFLANG Tags

As a global company, HubSpot serves customers in multiple countries and languages. However, their international SEO implementation was suboptimal. The audit revealed that their use of HREFLANG tags was inconsistent and that language targeting was not properly implemented.

HREFLANG tags are HTML attributes that indicate the language and geographical targeting of a web page. They help search engines serve the correct version of a page to users based on their language and location preferences. Without proper HREFLANG implementation, HubSpot was missing out on international traffic and visibility.

To address this, HubSpot took the following steps:

Conducted a comprehensive audit of international content to identify pages that needed HREFLANG tags
Implemented HREFLANG tags using the XML sitemap method, which is easier to manage and scale
Ensured that all versions of a page were properly linked using HREFLANG tags, including the x-default version for non-targeted countries
Monitored and validated the HREFLANG implementation using tools like Aleyda Solis’ HREFLANG Tag Generator Tool

These changes helped HubSpot improve its international SEO and reach a wider audience around the world.

The Results: A 51% Increase in Organic Traffic

The technical SEO efforts paid off quickly. Within one month of implementing the optimizations, HubSpot saw a 51% increase in organic traffic. This growth was driven by several factors, including improved crawlability, better search visibility, and higher click-through rates from rich results.

Key Performance Indicators (KPIs)

KPI	Pre-Optimization	Post-Optimization
Organic Traffic	N/A	+51% in one month
Click-Through Rate (CTR)	N/A	Increased due to rich snippets
Bounce Rate	High	Lowered due to better site architecture
Keyword Rankings	Mixed	Improved for target terms
International Traffic	Limited	Increased due to HREFLANG optimization

These improvements didn’t just stop at traffic. HubSpot also saw better user engagement, with lower bounce rates and longer time on page. This, in turn, led to higher domain authority and more conversions.

The Broader Impact of Technical SEO

HubSpot’s success story is more than just a win for organic traffic—it’s a demonstration of how technical SEO can impact every aspect of a site’s performance. By fixing technical issues, they were able to improve both search visibility and user experience, leading to better engagement and conversions.

One of the key lessons from HubSpot’s experience is that technical SEO is an ongoing process. Search engines are constantly evolving, and what works today may not work tomorrow. By continuously monitoring and optimizing their technical SEO, HubSpot was able to stay ahead of the curve and maintain their competitive edge.

Here are some of the broader impacts of HubSpot’s technical SEO efforts:

Improved keyword rankings: Many pages moved up to the first page of search results.
Higher domain authority: A cleaner link structure and optimized internal linking boosted domain authority.
Better user experience: Enhanced site architecture and internal linking made it easier for users to navigate and engage with the site.
Increased international visibility: Proper HREFLANG implementation helped HubSpot reach a global audience.

These improvements not only boosted traffic but also contributed to overall business growth, proving that technical SEO is a powerful tool for any digital marketing strategy.

Key Takeaways and Recommendations

HubSpot’s experience offers valuable lessons for any business looking to improve its technical SEO. Here are the key takeaways:

Audit your site regularly: Technical SEO issues can creep in over time. Regular audits help you catch and fix them before they affect your performance.
Fix crawlability and indexation issues: Broken links, redirects, and poor site architecture can prevent search engines from finding and indexing your content.
Leverage structured data: Rich snippets and featured snippets can significantly boost your click-through rates and visibility.
Optimize internal linking: A well-structured site with strategic internal linking helps both users and search engines navigate your content.
Pay attention to international SEO: If you serve a global audience, make sure your HREFLANG tags and language targeting are properly implemented.
Monitor and adapt: Technical SEO is an ongoing process. Stay up to date with best practices and adjust your strategy as needed.

By applying these recommendations, you can unlock the full potential of technical SEO and drive meaningful growth for your business.

Final Thoughts: The Power of Technical SEO

HubSpot’s success with technical SEO is a powerful reminder of the importance of the technical foundation of your site. While content and backlinks are essential, they can only take you so far if your site isn’t optimized for search engines and users. By addressing technical SEO issues, HubSpot was able to boost their organic traffic by 50% in just one month and see long-term improvements in search visibility, user engagement, and business results.

If you’re struggling with technical SEO issues, take inspiration from HubSpot’s journey. Start with an audit, prioritize your fixes based on impact and effort, and implement changes that improve both search visibility and user experience. With the right approach, you can transform your site’s performance and achieve your business goals.