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 (mentioned in the episode description)
• 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.

In this episode of Performance SEO Unpacked, host Ruchi Pardal speaks with James Kelly of TrueCar about navigating the complexities of marketplace SEO in the age of artificial intelligence. They explore how marketplace sites differ from traditional ecommerce, the mistakes many SEOs make when using AI, and strategies for future-proofing your marketplace presence online.

Best Moments:

• (01:11) Introduction to the discussion: cracking marketplace SEO in the AI age
• (01:45) The biggest mistakes SEOs make with AI and marketplace content
• (02:10) Gartner’s prediction: Google searches expected to drop 25% by 2026
• (06:58) How to future-proof marketplace SEO with technical approaches
• (09:21) The importance of faceted navigation and filter management
• (13:18) Redesigning marketplace strategy for the AI era
• (14:11) Why site usability is foundational for marketplace SEO
• (15:47) The critical role of social proof and reviews for high-ticket items
• (19:22) Underrated marketplace data signals that matter for AI SEO
• (20:14) Using first-party user behavior data to improve SEO performance
• (23:57) Authority building and maintaining brand consistency across channels
• (24:57) How AI aggregates information about your brand from multiple sources
• (27:10) The importance of cross-departmental communication for successful SEO

Guest Bio

James Kelly is an SEO professional at TrueCar, where he specializes in marketplace SEO strategies. With extensive experience in optimizing complex marketplace websites with millions of pages, James brings valuable insights into technical SEO, user behavior analysis, and adapting to the rapidly changing landscape of search in the AI era. His approach emphasizes the importance of user engagement, site usability, and consistent brand messaging across all channels.

Enterprise SEO is not just about rankings—it’s about scale, trust, and playing the long game. In this episode of Performance SEO Unpacked, host Ruchi Parda, SVP of Growth at ResultFirst, is joined by Sam Page, Head of SEO at InMotion Hosting, who shares real-world lessons from his time leading SEO at companies like Amazon Business and Slack.

Sam breaks down what separates successful SEOs in enterprise environments: a mindset shift, clear communication, data-backed decisions, and a whole lot of people management. From overcoming the scarcity mindset to navigating slow-moving stakeholder approvals, this conversation is packed with first-hand insights. Hear how Sam used simple meta tag fixes to drive millions in revenue impact—and why forecasting SEO growth is non-negotiable at scale.

👤 Guest Bio

Sam Page is Head of SEO at InMotion Hosting with a strong background leading SEO at enterprise giants like Slack and Amazon. Known for blending technical SEO with stakeholder savvy, Sam brings a strategic, data-informed approach to high-scale SEO.

Connect with Sam on LinkedIn

📌 What We Cover

• Why moving from SMB to enterprise SEO demands a major mindset shift
• The dangers of bringing a “scarcity mindset” into big-budget SEO teams
• How proprietary tools and steep learning curves shaped Sam’s Amazon experience
• Reporting mistakes that block SEO budgets—and how to avoid them
• Why forecasting is a “nightmare” but essential in enterprise SEO
• Sam’s process for stakeholder alignment before and after strategy proposals
• A simple title tag fix that led to millions in revenue growth at Amazon
• The STAR method Amazon expects in interviews—and why it helps SEOs
• How communication, confidence, and people skills outshine technical chops

🔗 Resources Mentioned

• InMotion Hosting
• STAR Method: Situation, Task, Action, Result (used in Amazon interviews)
• ResultFirst: Visit for more SEO tips and strategies.
• Connect with Ruchi Pardal on LinkedIn to have 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.