The Edward Show

Why HubSpot Lost 20M Clicks (and How They Plan to Recover)

4 snips
Oct 2, 2025
HubSpot’s organic traffic plummeted dramatically from 24M to just 3.6M clicks. Discover the reasons their top-of-funnel strategy failed and their exciting pivot to product-focused content. Learn how pruning irrelevant pages and using experiment tracking can lead to better SEO results. HubSpot is shifting their focus to down-funnel keywords and new success metrics like brand mentions and sentiment. Tune in for insights on where SEO is headed and how to avoid the missteps of even the biggest brands.
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INSIGHT

Shift Content Closer To Product

  • HubSpot shifted blog content down-funnel to strengthen semantic ties to product.
  • Moving content closer to product aims to capture more valuable, conversion-ready queries.
INSIGHT

Massive Organic Traffic Collapse

  • HubSpot's organic clicks fell from 24M to 3.6M monthly and top-3 keywords collapsed dramatically.
  • Their ranking footprint shrank from 4.7M keywords to 2.1M and top-three positions from 307k to 53k.
INSIGHT

Unrelated Keywords Backfired

  • HubSpot pursued many top-of-funnel keywords unrelated to their product and got penalized.
  • Chasing unrelated volume damaged their topical authority and long-term SEO performance.
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