SEO Optimization of HubSpot Website

Tolingo.de Case Study

Tolingo is more than just a translation agency based in Germany.

The agency hired me to improve the current SEO structure, to maximize the SEO score in the Lighthouse. When the project began the score was on average 69/36 for Desktop/Mobile.

Phase 1

There was more data collected. At the project beginning, we gathered the following parameters:



Phase 2

Given the large number of pages and the agency's efforts to trim services, we dedicated this phase to eliminating the first pages we won't be needing in future, merging the pages that were too similar creating a new list of pages, and restructuring the websites.

Phase 3

Backend cleanup. During HubSpot management over time files, assets, modules, scripts, old coded templates, and partials stop being used with no intention to ever using them again. This phase was dedicated to clearing all these assets. There were hundreds and hundreds of assets that needed to be disposed of.

After backing up and removing the old assets, we created lists of assets that were similar and then merged them together, effectively making them multipurpose, optimized code and made sure they are utilized to the maximum with minimum burden on the system.

Phase 4

A set of 5 new templates was designed.

Phase 5

All new templates were coded into HubSpot using the best practices, best SEO knowledge, code optimized, and asset optimized. Assets were then assembled into practical drag-and-drop templates usable in various environments in our new custom theme.

Phase 6

The final results for the websites were more than impressive. We created custom solutions, including lazy loading forms and their scripts, which is normally considered not doable.

The final results were measured the same way as the initial measurements. The key pages went from a mobile average of 39 to 95, from a speed index of 7,22s to 2,09s.

The final SEO score for the key pages was all in green, all 4 SEO areas measured by the Lighthouse were for desktop 100, and for mobile 92 - 100.