Big brands aren’t immune to SEO surprises—just ask Christina Clark from HubSpot. In this episode of Performance SEO Unpacked, host Ruchi Pardal explores the unexpected disappearance of HubSpot’s homepage from search results. Christina shares how her team uncovered a deeper issue with Google's understanding of their brand and why technical SEO demanded center stage in a content-driven company.

From digging into core web vitals to reshaping internal links, Christina takes us through a real-world SEO challenge that tested cross-functional collaboration and highlighted the need to prove technical SEO’s business impact. If you've ever faced resistance to technical fixes or struggled to align dev teams with SEO goals, this conversation brings valuable lessons from one of the most recognized names in the industry.

👤 Guest Bio

Christina Clark leads product SEO at HubSpot, where she focuses on aligning technical performance with brand strategy. Known for her curiosity and data-driven approach, Christina collaborates across teams to resolve complex SEO challenges in an ever-evolving search landscape. Connect with her on LinkedIn: Christina Clark

📌 What We Cover

• How HubSpot discovered its homepage was no longer ranking for branded search
• The role of curiosity and constant “why” in identifying SEO issues
• Comparing homepage vs. free CRM page: content, core vitals, and internal links
• Proving technical SEO’s value through KPIs, bounce rate, and page load speed
• Cross-functional collaboration with web strategy, creative, and development teams
• The evolving role of Google’s brand understanding and homepage relevance
• Key takeaways on mobile experience, internal linking, and core web vitals
• Why SEO success requires bringing dev teams into the strategy early

🔗 Resources Mentioned

• Christina’s Technical SEO Checklist https://www.resultfirst.com/ebooks/technical-seo-checklist/
• ResultFirst: Visit for more SEO tips and strategies.
• Connect with Ruchi Pardal on LinkedIn for a conversation about SEO.

If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.