Lessons from HubSpot's SEO Challenges in 2024

In recent months, HubSpot, a leader in inbound marketing, has experienced a notable decrease in organic search traffic. According to Semrush data, their traffic dropped from 13.5 million in November to 8.6 million in December 2024. This decline has sparked discussions in the SEO community about potential causes and strategies for recovery.

Understanding the Traffic Drop

The decline in HubSpot's organic traffic has been linked to several factors. One significant aspect is the impact of Google's algorithm updates, which have become increasingly volatile. Bianca Anderson, a former SEO strategist at HubSpot, noted that over the past two years, algorithm changes have been unprecedented in their volatility, affecting major brands like HubSpot and WordStream.

The Challenge of Content Quality

Another factor contributing to the traffic decline is the evolving definition of content quality. Braden Becker, former principal growth marketing manager at HubSpot, emphasized that Google's quality standards have become more sophisticated. He pointed out that there's a difference between 'quality' and 'the most helpful answer' to a given search term, suggesting that Google focuses more on providing the latter.

The Importance of Evolving SEO Strategies

The situation underscores the necessity for businesses to continually adapt their SEO strategies. Anderson highlighted that implementing changes like optimizing for E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) requires overhauling processes, As seen in similar challenges tackled by our team of marketing experts, which can significantly slow content output and optimizations. She noted that fixing such issues isn't an overnight process and can take years to execute properly.

Beyond Traffic: Focusing on Core KPIs

While a decline in traffic is concerning, it's essential to focus on core key performance indicators (KPIs) that drive business success. Anderson pointed out that traffic should rarely be a leading metric of success. Conversions or other core KPIs that drive business matter far more.

Actionable Insights for Marketers

For marketers looking to navigate similar challenges, several actionable insights emerge from HubSpot's experience:

1. Monitor Algorithm Updates: Stay informed about Google's algorithm changes and assess their potential impact on your site's performance.
2. Prioritize Content Quality: Focus on creating content that provides the most helpful answers to users' search queries, aligning with Google's emphasis on user-centric content—an approach we regularly explore on our marketing blog.
3. Adapt SEO Strategies: Be prepared to overhaul processes and strategies to align with evolving SEO best practices, understanding that significant changes may take time to implement effectively.
4. Focus on Core KPIs: While traffic is important, prioritize metrics that directly contribute to business goals, such as conversions and revenue.

By learning from HubSpot's experience, marketers can better prepare for the dynamic nature of SEO and implement strategies that drive sustainable success.