E820: HubSpot’s organic traffic collapsed from 24M monthly clicks down to just 3.6M - their lowest since 2018.

At Inbound 2025, they shared how they plan to recover with a new SEO and Answer Engine Optimization (AEO) strategy.

I break down:
- The shocking data behind HubSpot’s SEO decline
- Why top-of-funnel content stopped working
- Their pivot to product-focused & down-funnel content
- Content pruning, refreshing, and experiment tracking
- The new success metrics HubSpot is using (mentions, citations, share of voice, sentiment)

This is a must-watch if you want to understand where SEO is heading in 2026 - and how to avoid the mistakes even huge brands like HubSpot made.

⭐️ Gagan Ghotra’s post - https://x.com/gaganghotra_/status/1972968409995624781
⭐️ Content Refreshes in SEO: How to Double Your Traffic Fast - https://edwardsturm.com/articles/content-refreshes-seo-double-traffic-fast/
⭐️ Work Momentum During a Flood - https://www.youtube.com/watch?v=HTnjb-BGBIQ
⭐️ 1 Billion Users on Google Discover - The SEO Opportunity Everyone’s Sleeping On - https://www.youtube.com/watch?v=A8X4y9yDP18
⭐️ How I Run SEO Experiments - https://youtu.be/bwWFAnc_cB4?si=moUBLZO5o-BSZ77Z

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 The Flood That Almost Stopped the Podcast
01:23 Introduction to HubSpot's Inbound 2025 Conference
02:11 Gagan Ghotra's Insights on HubSpot's Strategy
02:22 HubSpot's Content Strategy Shift
03:20 SEO Challenges and Changes at HubSpot
05:40 Focusing on Product-Related Topics
07:50 Experimenting with New Tactics
08:42 Updating and Pruning Content
11:17 Adopting New Metrics for Success
12:00 Conclusion and Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #contentmarketing #seotips #digitalmarketing