Case study
Proving What SEO and AEO Actually Change
The client moved to HubSpot with a four-year baseline behind it and a dashboard built on written rules, so SEO and AEO results are measured against something real.
- Project
- WordPress to HubSpot redesign
- Industry
- Industrial manufacturing / Measurement
- Role
- Developer: redesign, migration, measurement
- HubSpot CMS
- Marketing Hub
- AEO tool
- Custom reports
- Python
- HTML / CSS
The context
A Nordic industrial piping manufacturer with a site in English, Finnish and Swedish, moving from WordPress to HubSpot CMS on Marketing Hub Professional.
The problem
The client needed to move from WordPress to HubSpot CMS with a full redesign and better lead generation, and to be able to measure what SEO and answer-engine optimisation actually changed.
My responsibility
- Designed desktop, tablet and mobile layouts for every page type, delivered as self-contained HTML design bundles the client could open with no tooling
- Ran a portal and tracking audit, then built a baseline report: four years of traffic by channel, AI referral traffic by platform, leads by channel and form, and an on-page SEO scan
- Wrote the dashboard specification: every requirement mapped to the HubSpot report that serves it, with written rules for lead definition, attribution, growth comparisons and tracking checks
- Configured HubSpot's AEO tool with 25 buyer-intent prompts across three languages, and placed 34 FAQs with FAQPage and Organization structured data
- Launched the migration on native HubSpot forms, with Search Console connected and internal traffic excluded
Architecture
- SourcesHubSpot reports · AI referrals · AEO tool
- Baseline reportEvery figure traced
- DashboardRules written down
Key decisions
Measurement first
Before the new site went live, a baseline was set that every later number could be compared against.
Rules written down
What counts as a lead, how attribution works and how growth is compared are written down, so the numbers read the same to everyone.
Native HubSpot forms
The migration launched on native HubSpot forms, so every form conversion is tracked.
Technical challenges
1.Numbers people can trust
Every figure in the baseline traces back to a named HubSpot report and date range.
2.Measuring AI answer engines
HubSpot's AEO tool tracks 25 buyer-intent prompts across three languages, grouped by market, with competitor and customer-profile mapping.
3.Answers AI engines can find
34 questions sourced from the live site were placed on the pages that own them, with FAQPage and Organization structured data.
Results
- A four-year traffic baseline behind the move to HubSpot
- A dashboard built on written rules for leads, attribution and growth
- 25 AEO prompts tracked across English, Finnish and Swedish
- 34 FAQs with structured data