HubSpot's blog, once a dominant force in the digital marketing space, has experienced a staggering decline in traffic. According to data from Ahrefs, the blog's monthly page views plummeted from a peak of 10 million to around 2 million over the last 6-8 months. This represents an 80% drop, a trend corroborated by Similarweb, which shows a 2.5 million page view decrease in just the last three months.

Traffic Trends

The data highlights a consistent decline across multiple pages. This isn't a case of one or two underperforming posts dragging down the numbers—the decrease spans the entire blog, indicating systemic issues rather than isolated problems.

Ranking Decline

Keyword rankings have also dropped significantly. Pages that once ranked in the top positions for high-volume keywords have lost their spots, resulting in a dramatic reduction in organic traffic. The chart above, derived from Similarweb data, paints a clear picture of this downward trend.

Google's Impact

Two major events seem to have contributed to this decline:

1. Google's Spam Update (June 2024): This algorithm update targeted low-quality or spammy content. While HubSpot's blog is known for its quality, it's possible that some posts were flagged due to over-optimization or outdated SEO practices.
2. AI-Powered Search Overviews: Google's introduction of AI-generated overviews in search results has fundamentally changed how users interact with content. Many queries that previously drove traffic to HubSpot's blog are now answered directly in the search results, reducing the need for users to click through to the blog.

Content Performance

The decline in page rankings has affected various categories of content. From marketing tips to in-depth guides, the performance drop is consistent across the board, suggesting that the issue isn't tied to a specific type of content but rather to broader shifts in the digital landscape.

Is SEO Dead?

The decline of HubSpot's blog raises an important question: Is SEO as we know it dead? While search engine optimization remains a valuable tool, the rise of AI-driven search and evolving algorithms mean that traditional SEO strategies may no longer suffice. Content creators must adapt to these changes by focusing on delivering unique value, leveraging multimedia formats, and exploring alternative traffic sources beyond organic search.

Summary

HubSpot's blog traffic decline serves as a cautionary tale for digital marketers. The combination of algorithm updates and AI-driven search features has reshaped the SEO landscape, challenging even the most established players. To thrive in this new era, marketers must innovate and adapt, embracing the opportunities presented by these changes while addressing their challenges.