The Real Reason HubSpot’s Blog Organic Traffic Tanked (And What You Should Do Instead)

4 min readJan 24, 2025

HubSpot’s blog has been a cornerstone of marketing content for years. But if you’ve seen the latest traffic trends, you know something’s off. According to a traffic report from Ahrefs, their organic traffic has nosedived, and it’s not a small dip.

So, what’s happening? Is it just another algorithm shake-up? A temporary blip? Nope. This is something far bigger. It’s not just about search engines; it’s about how people search and what they expect.

Let’s break it down:

Why HubSpot’s traffic is tanking.
The deeper trends reshaping search.
What you can do to future-proof your marketing strategy.

Why HubSpot’s Blog Traffic Tanked

For years, HubSpot followed the textbook SEO strategy:

Identify high-volume keywords.
Write detailed “how-to” content for each.
Scale massively.

And it worked. Until it didn’t.

Here’s the problem. AI search tools like ChatGPT, Perplexity, Claude, Gemini and and Google’s AI overviews are massively changing the game. People don’t need to click through to find answers anymore because they are getting them instantly.

AI-Powered Search has grown 494% since Jan 2023 while Traditional Search has only grown 9.2%

HubSpot’s reliance on traditional top-of-funnel blog content was great in an era where Google rewarded volume and generic utility. But now, consumers turn to AI search to get their answers instantly (without having to click and hunt across various websites and blogs)

The Behavioral Shift Behind the Decline

This isn’t just a tech trend. It’s a human trend.

1. People Are Clicking Less

Why wade through a 2,000-word blog post when AI tools can provide an exact answer in two sentences? Users are bypassing blogs altogether and relying on AI-powered search to get straight to the point.

Recent reports show that zero-click searches now make up about 25.6%–55% of Google searches, reducing opportunities for organic clicks

Organic CTR drops by approximately 70% when an AI Overview is present on the search engine results page (SERP).

2. People Are Searching Less

Gartner predicts that by 2026, traditional search engine activity will drop by 25%, with AI search tools replacing traditional searches.

Here’s why:

AI does the work. Instead of searching “how to build a marketing strategy,” users ask AI tools to generate the strategy itself, bypassing search engines altogether.
Trust in AI is growing. A Gartner survey found that 70% of consumers trust AI-enhanced search results, making them less likely to turn to traditional search for verification.
Organic traffic is at risk. Gartner suggests organic search traffic could drop by 50% or more by 2028 as consumers adopt AI-driven search tools.

As I shared in a previous blog, it’s projected that ChatGPT will catch-up (or surpass) Google in less than 4 years.

While these predictions aren’t guarantees, they’re clear indicators of where behavior is headed. Marketers need to pay attention, and start preparing.

3. People Are Over Generic Content

The internet is drowning in “Top 10 Marketing Tips” and “Ultimate Guides to [Insert Topic Here].” Today’s readers don’t need another listicle. They need real insights.

HubSpot’s blog, while extensive, has leaned heavily on this playbook. And that’s part of the problem.

What This Means for Marketers

Content marketing isn’t dead, but the old way of doing it is. Here’s what’s next.

🛑 Stop Chasing “How-To” Keywords

AI has this market cornered. Instead of creating another guide to lead generation, focus on content AI can’t replicate.

Share your unique experiences.
Publish proprietary data and case studies.
Offer industry predictions and hot takes.
Create behind-the-scenes content that highlights your process or decision-making.
Interview industry experts or clients for first-hand insights AI can’t generate.

✅ Prioritize “How You” Content

The days of generic “how-to” content are over. Instead, lean into content that showcases your perspective.

What’s your approach to solving common problems?
What lessons has your team learned from failures and successes?
How do you see the future shaping up?
What specific strategies or tools have worked best for your business?
What trends are you betting on, and why do they matter?

This is why product and service pages still perform well. They are inherently about you and your value. Apply that same logic to your blog.

Future-Proof Your Strategy

Whether or not this Ahrefs report is accurate, HubSpot’s traffic decline isn’t just a cautionary tale. It is a roadmap. The old inbound marketing playbook no longer works the same, but the good news is that there is a massive opportunity for those willing to adapt.

Focus on differentiation. Lean into originality. Create content that AI can’t replicate.

The future of search is changing, and your strategy should too.

What’s your next move? Let’s hear it in the comments.