HUBSPOT'S BLOG ORGANIC SEARCH TRAFFIC DROP: WHAT HAPPENED? IS IT REALLY THAT BAD? WHAT DOES IT MEAN FOR SEO?

Summary from the TLDR Marketing newsletter

HubSpot's blog experienced a sharp decline in organic search traffic in 2024. Traffic dropped from 77% of the site's total in January to 42% by December, coinciding with Google's core updates. The decline primarily affected high-traffic articles on less relevant topics like "shrug emoji" and "famous quotes." Business-focused content saw stable or improved performance. Competitors such as Microsoft, Adobe, and Zapier gained traffic where HubSpot lost ground. Despite a 23.2% decrease in total traffic, HubSpot retained strong rankings for critical commercial and transactional keywords. Google's updates now prioritize subject matter expertise and business alignment, making quality and relevance essential for SEO success.