Global software company HubSpot experienced an approximately 80 percent decline in organic search traffic to its blog from a peak of 20 million monthly visits, attributed to the rise of artificial intelligence (AI) answers, Chief Marketing Officer Kipp Bodnar said Tuesday.
Despite the significant reduction in search engine optimization (SEO) traffic, HubSpot’s revenue increased by nearly 20 percent in 2025, driven by marketing channels independent of Google’s search algorithms.
Bodnar detailed the shift in strategy, noting that the company now focuses on alternative channels such as newsletters, podcasts, YouTube and a creator program. He also stated that much of the lost traffic was deemed commercially valueless, having targeted high-volume, low-intent keywords.
To adapt, HubSpot deleted more than 30,000 blog pages that were no longer generating significant commercial value, according to Bodnar.
The company reported a substantial increase in qualified leads originating from AI answers, which grew by 1,850 percent between the first quarter of 2025 and the first quarter of 2026. These AI-generated leads convert about three times more effectively than those from traditional search, Bodnar said.
HubSpot has implemented new measurement strategies to reflect the changing digital environment. These include tracking revenue per visit, AI share of voice and content-influenced pipeline, Bodnar explained.
Greg Jarboe, president of SEO-PR, previously highlighted the broader industry trend of AI-driven search changes, emphasizing Google’s integration of AI Overviews into its search results.
HubSpot co-founders Brian Halligan and Dharmesh Shah have also been instrumental in guiding the company’s content strategy evolution, according to company statements.
The shift shows how major companies are fundamentally altering their SEO and content marketing strategies in response to advancements in AI, moving away from traditional organic search reliance.
Source: Abondance
