HubSpot - Website Report

Introduction

This technical report provides a comprehensive summary of the current state of the website’s performance and SEO, highlighting areas that significantly impact performance and conversions. With a strong foundation in place, the focus is on addressing key issues that will enhance user experience, improve search visibility, and optimise site efficiency.

Key Findings

1. Page Speed Performance: Largest Contentful Paint (LCP) is favourable at 0.9 seconds, but Time to Interactive (TTI) at 4.5 seconds indicates the need for optimisation to improve user engagement.

2. JavaScript Optimisation: Reducing unused JavaScript and deferring non-critical scripts could save 338 KiB, enhancing load times and interactivity.

3. Image and Text Compression: Optimising images and enabling text compression can collectively save approximately 187 KiB, improving load speed and user experience.

4. Cache Policy Improvements: Efficient cache policies for static assets could lead to significant savings, improving repeat visit performance by reducing redundant downloads.

5. SEO Health: Despite a strong on-page SEO score of 91.41, issues such as broken links and non-optimised page titles need addressing to prevent negative impacts on user experience and search rankings.

6. Keyword Strategy: The site ranks in the top position for 100 keywords, indicating strong search visibility. Expanding the keyword portfolio and focusing on high-CPC keywords could further increase traffic and monetisation potential.

7. Technical SEO: Fixing canonicalisation issues and reducing high loading times will prevent duplicate content problems and enhance page speed, respectively.

8. Security and Performance Enhancements: Regular updates to security protocols and leveraging Cloudflare’s services, such as a Web Application Firewall (WAF), will enhance protection and performance.

9. Content and User Experience: Utilising HubSpot CMS for content customisation and ensuring mobile-optimised performance will enhance user engagement and satisfaction.

10. Backlink Strategy: While not detailed in the current dataset, maintaining strong keyword positioning suggests effective backlink strategies. Pursuing high-authority backlinks will sustain and enhance search visibility.

By prioritising these key aspects, the website can significantly improve its performance, user experience, and conversion rates, ensuring a robust online presence and enhanced user satisfaction.

Summary

The website exhibits both strengths and areas for improvement in terms of performance, accessibility, and best practices. Key performance metrics like Largest Contentful Paint are favourable; however, the Time to Interactive and other metrics indicate room for optimisation. The report highlights opportunities to enhance speed, user experience, and resource efficiency.

Key Performance Metrics

• Largest Contentful Paint (LCP): 0.9 seconds, indicating good loading performance for major content.
• Time to Interactive (TTI): 4.5 seconds, suggesting delays in becoming fully interactive.
• Total Blocking Time (TBT): 350 milliseconds, affecting interactivity.
• Max Potential First Input Delay (FID): 210 milliseconds.
• Cumulative Layout Shift (CLS): 0.279, indicating noticeable visual instability.
• Speed Index: 3.5 seconds, showing moderate speed in visual content loading.

Key Recommendations

Reduce Unused JavaScript

Unused JavaScript contributes to unnecessary network activity. By eliminating or deferring the loading of scripts until they are required, an estimated 338 KiB can be saved. This will enhance page speed and reduce load times.

Serve Static Assets with an Efficient Cache Policy

Implementing a long cache lifetime for static assets can significantly speed up repeat visits. Improving cache policies for the 69 identified resources can reduce the need for repeated downloads.

Improve Image Delivery

Optimising images to reduce their download size can yield an estimated 148 KiB in savings, improving both perceived and actual load times. This will also positively affect the Largest Contentful Paint metric.

Enable Text Compression

Compressing text-based resources, such as using gzip or brotli, can save approximately 39 KiB. This will reduce the total bytes transferred over the network, enhancing load times.

Avoid Serving Legacy JavaScript to Modern Browsers

Modern browsers do not require legacy JavaScript, and removing unnecessary polyfills and transforms can save 82 KiB. Adjusting the JavaScript build process can optimise performance.

Defer Offscreen Images

Lazy-loading offscreen images can save 5 KiB and help improve the Time to Interactive by prioritising critical content.

Minimise Main-Thread Work

Reducing the time spent on parsing, compiling, and executing JavaScript is essential. This can be achieved by delivering smaller JavaScript payloads, thus addressing the 3.5 seconds of main-thread work.

Reduce Initial Server Response Time

Improving server response time, currently at 1,120 milliseconds, is crucial as it affects all subsequent requests. Optimising server settings can lead to a faster Time to First Byte.

Avoid Excessive DOM Size

With 2,672 elements, the large DOM size can affect memory usage and cause layout reflows. Simplifying the DOM structure will improve rendering performance.

Reduce the Impact of Third-Party Code

Third-party code blocked the main thread for 330 milliseconds. Limiting redundant third-party providers and loading third-party scripts after the main page content can mitigate this issue.

Properly Size Images

Serving images with appropriate dimensions can save 127 KiB, enhancing load efficiency and reducing data usage.

Use Efficient Cache Lifetimes

Improving cache lifetimes can lead to significant savings of 2,083 KiB and enhance repeat visit performance.

Accessibility Improvements

Links with Descriptive Text

Out of seven links, those lacking descriptive text can hinder search engine understanding and accessibility. Ensure all links have meaningful descriptions to improve accessibility.

Conclusion

By implementing the recommended optimisations, the website can improve its loading speed, interactivity, and user experience. Prioritising these changes will ensure better performance and resource efficiency, providing a more seamless and engaging experience for users.

Overall Feedback Summary

The technical SEO audit for www.hubspot.com has been completed successfully, revealing a robust foundational setup with a few areas for improvement. The website has a strong on-page SEO score of 91.41, indicating that most SEO best practices are being followed. However, there are some critical issues, such as broken links and high loading times, that need to be addressed to ensure optimal performance and user experience.

Crawl Status

• Crawl Progress: Finished
• Pages Crawled: 100
• Crawl Stop Reason: Limit exceeded

Domain Information

• Domain Name: www.hubspot.com
• CMS: HubSpot
• IP Address: 104.18.39.114
• Server: Cloudflare
• SSL Certificate: Valid until 20th July 2025
• HTTP/2 Support: Enabled

Key Issues and Recommendations

Broken Links

• Issue: 2 broken links detected.
• Impact: Broken links can lead to poor user experience and affect crawl efficiency.
• Fix: Identify and update or remove the broken links to improve site navigation and user experience.

Page Titles

• Issue: 1 title too long, and 1 title too short.
• Impact: Titles that are too long may be truncated in search results, while titles that are too short may not fully convey the page’s content.
• Fix: Optimise title lengths to be between 50-60 characters while ensuring they are descriptive and include relevant keywords.

Low Content Rate

• Issue: 4 pages with low content rate identified.
• Impact: Pages with insufficient content may have difficulty ranking well in search results.
• Fix: Enrich these pages with valuable, relevant content to improve engagement and visibility.

Canonicalization

• Issue: Canonicalization test failed.
• Impact: Improper canonical tags can lead to duplicate content issues and dilution of page authority.
• Fix: Review and correct canonical tags to ensure they point to the preferred version of the page.

High Loading Time

• Issue: 53 instances of high loading times detected.
• Impact: Slow loading times can lead to increased bounce rates and negatively affect user experience and search rankings.
• Fix: Optimise images, leverage browser caching, and minimise JavaScript and CSS to enhance page load speed.

Missing Image Alt Attributes and Titles

• Issue: 4 images missing alt attributes and titles.
• Impact: Missing alt text can hinder accessibility and image search optimisation.
• Fix: Add descriptive alt text and titles to all images to improve SEO and accessibility.

SEO-Friendly URLs

• Issue: 3 pages not meeting SEO-friendly URL criteria.
• Impact: Non-optimised URLs can impact user experience and search engine readability.
• Fix: Ensure URLs are concise, include relevant keywords, and use hyphens to separate words.

Render-Blocking Resources

• Issue: 4 pages with render-blocking resources.
• Impact: Resources that block rendering can delay the display of web pages, impacting user experience.
• Fix: Implement asynchronous loading for JavaScript and defer loading of non-critical CSS.

Additional Observations

• Internal Links: A high number of internal links (10,143) suggests a well-connected site structure, which is beneficial for SEO.
• Duplicate Content: No duplicate titles, descriptions, or content were detected, indicating good content management.
• SSL and HTTPS: The site is secured with a valid SSL certificate, and all pages are served over HTTPS, enhancing security and trust.

Conclusion

Overall, www.hubspot.com is well-optimised from an SEO perspective, with a few areas needing attention to further enhance performance and user experience. By addressing the identified issues, the website can improve its SEO standing and ensure a seamless experience for its users.

Summary

The website utilises a robust technology stack that includes Cloudflare for CDN and security, HubSpot for marketing automation and CMS, and Lightbox for JavaScript interactions. While the current stack is effective, there are opportunities for enhancement, particularly in web performance, security, and user experience.

Servers

Content Delivery Network (CDN)

• Current Technology: Cloudflare
• Recommendations:
• Optimisation: Ensure Cloudflare’s caching settings are fully optimised to improve load times and reduce server load.
• Monitoring: Regularly review Cloudflare’s analytics to identify any performance bottlenecks or unusual traffic patterns.

Security

Security Features

• Current Technologies: Cloudflare Bot Management, HSTS
• Recommendations:
• Enhanced Security: Consider implementing additional security measures such as Web Application Firewall (WAF) provided by Cloudflare for enhanced protection against complex threats.
• Regular Updates: Keep security protocols and software regularly updated to protect against the latest vulnerabilities.

Marketing

Marketing Automation

• Current Technology: HubSpot
• Recommendations:
• Integration: Ensure seamless integration between HubSpot and other marketing tools to streamline data flow and improve marketing efficiency.
• Analytics: Utilise HubSpot’s analytics to gain insights into user behaviours and refine marketing strategies accordingly.

Content

Content Management System (CMS)

• Current Technology: HubSpot CMS Hub
• Recommendations:
• Customisation: Leverage HubSpot’s CMS features for greater customisation and personalisation of content to enhance user engagement.
• Performance: Continuously optimise content for speed and responsiveness, especially on mobile devices, to improve user experience.

Web Development

JavaScript Libraries

• Current Technology: Lightbox
• Recommendations:
• Optimisation: Ensure that the implementation of Lightbox is optimised for fast loading times and minimal impact on overall site performance.
• Alternatives: Consider exploring alternative or additional libraries that may offer enhanced features or improved performance.

Overall Recommendations

• Performance Monitoring: Regularly conduct performance audits to ensure optimal loading times and identify areas for improvement.
• Security Enhancements: Evaluate the need for additional security tools or protocols to safeguard against emerging threats.
• User Experience: Focus on enhancing the user interface and experience to increase engagement and retention.
• Scalability: Ensure that the technology stack is scalable to accommodate future growth and increased traffic.

By implementing these recommendations, the website can achieve improved performance, security, and user satisfaction.

Summary

The SEO analysis reveals a robust performance across various metrics. The site ranks in the top position for 100 keywords, with no keywords appearing beyond the first page of search results, indicating strong search visibility. The estimated traffic value (ETV) is approximately £13,267, demonstrating a substantial potential for organic traffic monetisation. A significant number of high-value keywords (35) reflect targeted keyword strategies with higher CPCs. The keyword “301 redirect” stands out as the top-ranked keyword with the highest search volume of 4,400.

Detailed Analysis

Rankings and Keywords

• Total Ranked Keywords: 100
• Position 1 Keywords: 100
• Position 2-3 Keywords: 0
• Position 4-10 Keywords: 0
• Position 11-20 Keywords: 0
• Position 21-50 Keywords: 0
• Position 50+ Keywords: 0

The website’s ability to secure the first position for all targeted keywords highlights its authoritative presence and optimised content strategy. This performance ensures maximum visibility and click-through rates from search results.

Traffic and Value

• Estimated Traffic Value (ETV): £13,266.56
• High Value Keywords (CPC > £1): 35
• Highest Search Volume Keyword: “301 redirect” with 4,400 searches
• Total Search Volume Across Keywords: 43,640

The high estimated traffic value reflects the effective targeting of keywords with commercial intent, as evidenced by the 35 high-value keywords with a CPC greater than £1. The high search volume of “301 redirect” indicates a strong alignment with user interest and demand.

Backlinks and Strategies

While the current dataset does not include detailed backlink information, the site’s strong keyword positioning suggests effective backlink strategies are in place. Backlink acquisition should focus on high-authority domains to maintain and enhance search visibility.

Strategic Recommendations

1. Expand Keyword Portfolio: Consider targeting additional long-tail keywords to capture more specific user queries and increase traffic potential.

2. Content Optimisation: Continue optimising existing content for user engagement and conversion, ensuring it meets the intent of the high-value keywords.

3. Backlink Strategy: Enhance backlink efforts by pursuing partnerships or guest posting opportunities on high-authority sites within your niche.

4. Monitor Keyword Trends: Stay updated with search trends and adjust strategies accordingly to maintain competitive positioning.

5. Leverage High-CPC Keywords: Focus on content that targets high-CPC keywords to maximise revenue potential from organic search traffic.

Overall, the current SEO strategy is highly effective, with opportunities for further growth through expanded keyword targeting and ongoing optimisation efforts.