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Hubspot SEO Collapse

Over the last two years, HubSpot experienced a significant decline in organic traffic, dropping from 24 million visits in March 2023 to just 6.5 million in January 2025, as reported by Semrush. This downturn primarily affected HubSpot’s blog, which had long been considered a benchmark in B2B content marketing. 

While a lot of people are focusing in on December 2024 Google updates, Hubspot’s decline started before that – March 2023 to be exact. Let’s take a closer look.

What Went Wrong With Hubspot’s SEO Strategy?

That brings up a hot topic in the SEO community – what went wrong with Hubspot’s SEO?

Hubspot peaked in organic traffic around 24M monthly organic users. Nearly two years later, they’re not at 6.5M organic monthly users. The drop was around the same time Google released its March 2023 E-E-A-T core algorithm update. This is where the trouble first started. We saw another E-E-A-T core algorithm update in December 2024 – further adding to Hubspot’s SEO decline.

If you look at the data, there’s no question about it – Hubspot is losing SEO rankings because of their on-site SEO content.

You can check out all of Google’s updates here.

Google’s E-E-A-T Algorithm Updates

Other SEOs and marketing analyst indicate Google’s December 2024 core update is the cause, which emphasized rewarding content demonstrating depth and topical authority. While that’s true, their trouble started during the March 2023 Google update.

Hubspot used to be the standard in content, but something changed. HubSpot started publishing new articles on many topics—such as famous quotes, resignation letter templates, and cover letter examples—may have diluted its perceived expertise, leading to decreased rankings for content outside its primary domain. 

In March 2023, Hubspot had just 74K organic pages. In March 2024 (just a year later), they had 235K organic pages. This is a good lesson: more content doesn’t equal better SEO results. Instead, it’s all about publishing the “right” content.

The more organic content Hubspot added, the more organic traffic it lost.

As of January 2025, they are back down to 158K organic pages, but the damage has already been done.

If you dive into the data, you’ll find a lot of this trouble is published as blogs, that’s why the root of it stems from articles being published on Hubspot’s blog.

SEO Should Focus On Quality, Not Quantity

Hubspot’s SEO decline is just one example of how Google views content. This situation underscores the evolving nature of SEO, where search engines increasingly prioritize content quality and relevance over sheer volume. Websites that traditionally rely on broad content strategies may need to reassess their approaches, focusing more on producing authoritative content within their core areas of expertise to maintain or improve search visibility.

All of Google’s E-E-A-T core updates were noted for their rapid rollout and significant impact across various industries, reflecting Google’s ongoing efforts to enhance search result quality. 

What To Do For SEO In 2025

The good news is that if your SEO has declined due to Google updates, it can be fixed.

“I think this is a great example for SEO because many creators, entrepreneurs, business owners, and companies believe that more content is better,” stated SEO expert Richard Hale. “You need to focus on creating ‘valuable’ content that truly benefits your target audience.”

SEOs, content creators and marketers are advised to prioritize depth over breadth in their content strategies, ensuring that their material aligns closely with their established areas of expertise and provides genuine value to their target audiences.

You should never create “content” just to create content, it should always have a purpose. That’s not only true in SEO, that’s true in all of marketing.

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