A HubSpot Technical SEO Audit is more than just a checklist—it’s a comprehensive diagnostic that ensures your website is optimized for both users and search engines. In a HubSpot ecosystem, where marketing, sales, and CRM are tightly integrated, SEO is not just about keywords and rankings—it’s about connecting every piece of content, every page, and every call to action to measurable business outcomes like lead generation and conversion.
Whether you're managing a HubSpot website as part of your in-house marketing team or as a partner agency, understanding how to perform a technical SEO audit is critical. It allows you to uncover hidden issues that could be preventing your content from ranking, your visitors from converting, or your sales funnel from performing at its best. A well-executed audit helps align your technical infrastructure with your business goals, ensuring that every visitor has a seamless and effective experience.
The process involves a deep dive into your site’s technical health, including crawlability, indexability, performance, and content structure. It also includes analyzing how well your HubSpot instance is set up to track and report on SEO performance—something that can often be overlooked in favor of content or campaign efforts.
This guide is designed to walk you through the entire process of conducting a technical SEO audit on a HubSpot-powered website. From the tools you’ll need to the key areas you should examine, we’ll explore how to identify and fix issues that could be holding your site back. We’ll also provide practical examples, actionable recommendations, and insights into how these technical improvements translate into better visibility, higher traffic, and more leads.
Understanding the Core Components of a Technical SEO Audit
A technical SEO audit goes beyond the content and keywords to focus on the underlying architecture and performance of a website. For HubSpot users, this means evaluating how well your HubSpot CMS, landing pages, and marketing automation tools are configured to support SEO best practices. Here are the key components of a technical SEO audit in the HubSpot environment:
- Crawlability and Indexability: Search engines must be able to access and understand your site’s pages. Issues like broken links, crawl errors, or incorrect robots.txt configurations can prevent search engines from indexing your content.
- Site Architecture: A well-structured site helps both users and search engines navigate your content. HubSpot’s drag-and-drop CMS makes it easy to create pages, but without thoughtful organization, your site can become a maze.
- Technical Performance: Page speed, Core Web Vitals, and mobile responsiveness are critical for both SEO and user experience. HubSpot offers built-in tools to help optimize these, but they must be configured correctly.
- Content Optimization: This includes on-page elements like title tags, meta descriptions, header tags, and internal linking. In HubSpot, these can be managed per page or at a global level through templates.
- Conversion Optimization: A technical SEO audit should also evaluate how well your pages are set up to convert. This includes analyzing the flow of visitors from organic search to lead submission, ensuring that CTAs and forms are properly integrated with HubSpot’s CRM.
- Data Integration and Reporting: HubSpot’s strength lies in its ability to connect marketing efforts with sales outcomes. A technical SEO audit should ensure that your SEO data is being captured and reported in a way that demonstrates clear ROI.
Each of these components plays a role in how your site performs in search results and how effectively it supports your overall marketing and sales goals.
Tools and Data Sources for a HubSpot Technical SEO Audit
To conduct a thorough technical SEO audit in HubSpot, you’ll need a combination of HubSpot’s native tools and third-party SEO platforms. Here are some of the key tools and data sources you should use:
- HubSpot CMS and SEO Tools: HubSpot’s built-in SEO features allow you to manage title tags, meta descriptions, internal links, and more. You can also track keyword rankings and content performance directly within your dashboard.
- Google Search Console: This is essential for understanding how Google sees your site. You can use it to identify crawl errors, index status, and performance issues.
- Google Analytics: HubSpot integrates with Google Analytics, allowing you to track traffic sources, user behavior, and conversion rates.
- Screaming Frog SEO Spider: A powerful tool for crawling your site and identifying technical issues like broken links, duplicate content, and incorrect redirects.
- Ahrefs or SEMrush: These tools can help with keyword analysis, competitor research, and identifying content gaps.
- GTmetrix or Lighthouse: For performance audits, these tools provide insights into page speed, Core Web Vitals, and optimization opportunities.
- Schema Markup Validator: HubSpot allows for the implementation of structured data, which can enhance your site’s visibility in rich snippets and featured snippets.
Using these tools in combination gives you a 360-degree view of your site’s technical health and helps you prioritize the most impactful improvements.
Crawlability and Indexation: Ensuring Search Engines Can Access Your Content
One of the first steps in any technical SEO audit is to ensure that search engines can access and index your content. In a HubSpot environment, this involves checking the following:
- Robots.txt File: This file tells search engines which parts of your site should be crawled and indexed. A misconfigured robots.txt file can block important pages from being discovered.
- XML Sitemap: HubSpot automatically generates an XML sitemap, but it’s important to verify that it’s being submitted to Google Search Console and that all relevant pages are included.
- Crawl Errors: Use Google Search Console to identify any crawl errors, such as 404s or 500s. These errors can prevent search engines from accessing your content and should be addressed immediately.
- Redirects: HubSpot allows you to set up 301 and 302 redirects, but it’s important to ensure that they are configured correctly. Broken or incorrect redirects can lead to lost traffic and poor user experience.
- Index Status: Check which pages are indexed and which are not. If important pages are missing from the index, it could be a sign of technical issues like duplicate content, canonicalization problems, or crawl errors.
By ensuring that your site is crawlable and indexable, you give search engines the best chance to discover and rank your content. This is especially important in HubSpot, where content is often created with marketing goals in mind and needs to be optimized for both users and search engines.
| Key Crawlability and Indexation Elements | Description |
|---|---|
| Robots.txt | Controls which pages search engines can crawl. |
| XML Sitemap | Lists all the pages on your site that should be indexed. |
| Crawl Errors | Errors that prevent search engines from accessing your content. |
| Redirects | Ensure that old URLs are properly redirected to new ones. |
| Index Status | Indicates which pages are indexed by search engines. |
Site Architecture and Navigation: Building a Logical, User-Friendly Structure
A well-structured site is essential for both user experience and SEO. In HubSpot, the architecture of your site is managed through the CMS, landing pages, and navigation menu. A technical SEO audit should include an evaluation of the following:
- Logical Hierarchy: Your site should be organized in a way that makes sense to both users and search engines. This means grouping similar content together and creating a clear path from your homepage to your inner pages.
- Navigation Menus: HubSpot allows you to create custom navigation menus. Ensure that these menus are easy to use and that they provide a clear overview of your site’s content.
- Breadcrumbs: Breadcrumbs help users understand where they are on your site and how to get back to previous pages. They also help search engines understand the structure of your site.
- Internal Linking: HubSpot makes it easy to create internal links between pages. A strong internal linking strategy helps distribute page authority and improves the discoverability of your content.
- URL Structure: HubSpot URLs are dynamic by default, but you can customize them to be more SEO-friendly. Ensure that your URLs are clean, descriptive, and include relevant keywords.
A well-structured site not only improves user experience but also helps search engines understand the relationships between your pages and content. This is especially important in HubSpot, where content is often used to support lead generation and sales efforts.
| Site Architecture Elements | Description |
|---|---|
| Logical Hierarchy | A clear, organized structure that helps users and search engines navigate your site. |
| Navigation Menus | Custom menus that provide a clear overview of your site’s content. |
| Breadcrumbs | Help users understand their location and navigate back to previous pages. |
| Internal Linking | Links between pages that help distribute page authority and improve discoverability. |
| URL Structure | Clean, descriptive URLs that include relevant keywords. |
Performance and Speed: Optimizing for Core Web Vitals
Page speed and performance are critical factors in SEO and user experience. Google has made it clear that page speed and Core Web Vitals are part of its ranking algorithm. A technical SEO audit should include a performance evaluation to identify areas for improvement. In HubSpot, the following factors can impact performance:
- Page Speed: Use tools like GTmetrix or Lighthouse to evaluate your site’s speed. Look for opportunities to optimize images, reduce the number of HTTP requests, and leverage browser caching.
- Core Web Vitals: These include metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). HubSpot provides built-in tools to help improve these metrics, such as image compression and lazy loading.
- Mobile Responsiveness: Ensure that your site is optimized for mobile devices. HubSpot’s templates are responsive by default, but it’s important to test your site on different devices and screen sizes.
- Content Delivery Network (CDN): HubSpot uses a CDN to deliver content faster, but you can further optimize performance by using a third-party CDN like Cloudflare or Akamai.
- JavaScript and CSS Optimization: Minify and compress your JavaScript and CSS files to reduce load times. Avoid unnecessary scripts that can slow down your pages.
By optimizing your site’s performance, you not only improve your SEO but also enhance the user experience, leading to higher engagement and conversion rates.
| Performance and Speed Elements | Description |
|---|---|
| Page Speed | The time it takes for your pages to load. |
| Core Web Vitals | Key metrics that measure page performance and user experience. |
| Mobile Responsiveness | How well your site performs on mobile devices. |
| Content Delivery Network (CDN) | A network of servers that deliver content faster to users. |
| JavaScript and CSS Optimization | Techniques to reduce load times and improve performance. |
Content Optimization: Ensuring Your Pages Are SEO-Friendly
While technical SEO focuses on the underlying structure and performance of your site, on-page SEO ensures that your content is optimized for both users and search engines. In HubSpot, content optimization involves the following:
- Title Tags and Meta Descriptions: Each page should have a unique and accurate title tag and meta description. These should include relevant keywords and be written to entice users to click.
- Header Tags: Use header tags (H1, H2, H3) to structure your content and highlight important keywords. HubSpot allows you to customize header tags on a per-page basis.
- Internal Linking: Link to other relevant pages within your site to help distribute page authority and improve the discoverability of your content.
- Image Optimization: Optimize images by using descriptive file names, alt text, and compressing the file size. HubSpot provides tools to help with image optimization.
- Schema Markup: Use schema markup to enhance your content in search results. HubSpot allows you to add schema markup to your pages, which can help your content appear in rich snippets and featured snippets.
By optimizing your content for SEO, you increase the chances of your pages ranking higher in search results and attracting more organic traffic. This is especially important in HubSpot, where content is used to support lead generation and sales efforts.
| Content Optimization Elements | Description |
|---|---|
| Title Tags and Meta Descriptions | Unique and accurate tags that include relevant keywords. |
| Header Tags | Structure your content to highlight important keywords. |
| Internal Linking | Links to other relevant pages to improve discoverability. |
| Image Optimization | Use descriptive file names, alt text, and compress file sizes. |
| Schema Markup | Enhances your content in search results. |
Conversion Optimization: Aligning SEO with Lead Generation
In HubSpot, SEO is not just about driving traffic—it’s about converting that traffic into leads and sales. A technical SEO audit should include an evaluation of how well your pages are set up to convert. This involves the following:
- CTA Optimization: Ensure that your calls to action (CTAs) are properly integrated with HubSpot’s CRM. Test different CTA variations to see what works best.
- Form Optimization: Make sure that your forms are optimized for conversion. Use HubSpot’s form builder to create short, relevant forms that are easy to fill out.
- Workflow Integration: HubSpot allows you to create workflows based on user behavior. Use these workflows to nurture leads and move them through the sales funnel.
- Landing Page Optimization: Use HubSpot’s landing page builder to create high-converting pages. Test different versions of your landing pages to see what works best.
- Lead Scoring: Use HubSpot’s lead scoring to identify which leads are most likely to convert. This helps your sales team focus on the most promising leads.
By aligning your SEO efforts with lead generation and conversion, you ensure that your content not only ranks well in search but also drives real business results.
| Conversion Optimization Elements | Description |
|---|---|
| CTA Optimization | Ensure that CTAs are properly integrated with HubSpot’s CRM. |
| Form Optimization | Create short, relevant forms that are easy to fill out. |
| Workflow Integration | Use workflows to nurture leads and move them through the sales funnel. |
| Landing Page Optimization | Create high-converting pages and test different versions. |
| Lead Scoring | Identify which leads are most likely to convert. |
Data Integration and Reporting: Measuring the Impact of Your SEO Efforts
One of the biggest advantages of using HubSpot for SEO is its ability to track and report on the impact of your efforts. A technical SEO audit should include an evaluation of how well your data is being captured and reported. This involves the following:
- Keyword Tracking: Use HubSpot’s keyword tracking to see which keywords are driving traffic to your site. Track changes in keyword rankings over time to see if your SEO efforts are paying off.
- Content Performance: Use HubSpot’s content analytics to see which pages are performing best. Look for trends in traffic, engagement, and conversion rates.
- Lead Attribution: HubSpot allows you to track how leads are generated from your SEO efforts. Use this data to see which pages and campaigns are driving the most leads.
- CRM Integration: Ensure that your SEO data is being integrated with your CRM. This allows you to track the entire customer journey from search to conversion.
- Reporting and Dashboards: Use HubSpot’s dashboards to create custom reports that highlight the impact of your SEO efforts. Share these reports with your team and leadership to demonstrate the value of SEO.
By measuring the impact of your SEO efforts, you can continuously improve your strategy and demonstrate the value of your work to your team and leadership.
| Data Integration and Reporting Elements | Description |
|---|---|
| Keyword Tracking | Track which keywords are driving traffic to your site. |
| Content Performance | See which pages are performing best. |
| Lead Attribution | Track how leads are generated from your SEO efforts. |
| CRM Integration | Ensure that your SEO data is being integrated with your CRM. |
| Reporting and Dashboards | Create custom reports to highlight the impact of your SEO efforts. |
Key Terminology for Technical SEO Audits
To fully understand and implement a technical SEO audit in HubSpot, it’s important to be familiar with some key terminology:
- Crawlability: The ability of search engines to access and crawl the pages on your site.
- Indexability: The ability of search engines to include your pages in their index.
- Core Web Vitals: A set of performance metrics that Google uses to evaluate the user experience of a web page.
- Internal Linking: The practice of linking to other pages within your site to improve navigation and distribute page authority.
- Schema Markup: A type of structured data that helps search engines understand the content of your pages.
- Robots.txt: A file that tells search engines which pages they can or cannot crawl.
- XML Sitemap: A file that lists all the pages on your site that should be indexed by search engines.
- Lead Scoring: A method used by HubSpot to identify which leads are most likely to convert.
Understanding these terms will help you better navigate the technical SEO audit process and ensure that you’re making the right decisions to improve your site’s performance.
Frequently Asked Questions About Technical SEO Audits in HubSpot
Here are some common questions that arise when conducting a technical SEO audit in HubSpot:
Q: How often should I conduct a technical SEO audit?
A: It’s recommended to conduct a full technical SEO audit at least once a year, or after major site changes like a redesign, migration, or content update. Regular audits help ensure that your site remains optimized for both users and search engines.Q: Can I perform a technical SEO audit without using third-party tools?
A: Yes, HubSpot provides built-in SEO tools that allow you to manage title tags, meta descriptions, internal links, and more. However, third-party tools like Screaming Frog, Ahrefs, and Google Search Console can provide more in-depth insights and help you identify issues that might not be visible in HubSpot’s native tools.Q: How can I ensure that my site is properly indexed by Google?
A: To ensure proper indexing, submit your XML sitemap to Google Search Console, fix any crawl errors, and ensure that your site is crawlable by search engines. You can also use the Google Search Console URL Inspection tool to check the status of individual pages.Q: What are the most common technical SEO issues in HubSpot?
A: Common issues include crawl errors, broken links, duplicate content, incorrect redirects, poor internal linking, and performance issues. These can all impact your site’s visibility and user experience.Q: How can I improve my site’s page speed?
A: To improve page speed, optimize images, reduce the number of HTTP requests, use a CDN, and leverage browser caching. HubSpot also provides tools to help with image compression and lazy loading.Q: How can I track the impact of my SEO efforts in HubSpot?
A: Use HubSpot’s keyword tracking, content analytics, and lead attribution tools to track the impact of your SEO efforts. You can also create custom dashboards to highlight key metrics like traffic, engagement, and conversion rates.
By understanding these common questions and best practices, you can ensure that your technical SEO audit is both effective and efficient.
Final Thoughts: Building a Strong Foundation for SEO in HubSpot
A technical SEO audit is a critical step in ensuring that your HubSpot website is optimized for both users and search engines. By evaluating your site’s crawlability, indexability, performance, content structure, and conversion strategy, you can identify and fix issues that are holding your site back. This not only improves your SEO but also enhances the user experience, leading to higher engagement, more traffic, and more leads.
In HubSpot, the integration of marketing, sales, and CRM makes it possible to track the impact of your SEO efforts in real time. This allows you to continuously improve your strategy and demonstrate the value of your work to your team and leadership. Whether you’re managing a HubSpot site in-house or as an agency partner, a technical SEO audit is an essential part of your digital marketing strategy.
By following the steps outlined in this guide, you’ll be able to conduct a comprehensive technical SEO audit that not only improves your site’s performance but also supports your overall business goals. Remember, SEO is not a one-time task—it’s an ongoing process that requires continuous monitoring and optimization. With the right tools and strategies, you can ensure that your HubSpot site remains competitive and continues to deliver real business results.