HubSpot lost 75% of its SEO traffic. Here’s why SEO isn’t dead and how to bounce
back.
The truth about Google, AI snippets, and the future of search traffic.
Google's global search share fell below 90% for the first time in a decade.
People are skipping Google for AI tools, while Google’s algorithm updates penalize generic, low-quality content.
Niche expertise, problem-solving tools, and intent-focused pages are the new way to thrive.
Have you noticed your website traffic slip recently? You’re not alone. Hubspot's traffic dropped by 75% last year and Google’s global search market share just dipped below 90% for the first time in a decade.
But before you panic, let’s break down what’s really happening, why it matters, and what you can do about it.
Google's global search market share
For years, Google owned 90-92% of search. But now it’s hovering at 89%. While that might seem a small change, it’s a red flag.
There are two most probable causes of that:
AI like ChatGPT and Perplexity are stealing queries from early adopters (pretty much the tech world including indie hackers).
Microsoft’s Bing, Yandex, and other search engines, while still much smaller, each gained a bit of the market in 2024.
But this isn’t an SEO doomsday, yet. It’s a reshuffle.
Path of least resistance
SEO has survived numerous “doomsdays” over the years — algorithm updates, content-farm purges, the rise of social media, and more. Each time, the time shows that SEO isn’t truly “dead,” it’s just evolving.
But AI is different. The path of least resistance matters, too. People don’t switch tools because they hate Google, they switch because AI offers a frictionless shortcut. Instead of scrolling past ads and sifting through 10 results on Google, people can type a question into AI and get a tailored answer in seconds, no clicks required. This shift mirrors how people abandoned Yellow Pages for Google.
Gary Tan says that some of his friends reported a 15% drop in Google referral traffic in the last year.
Google algo updates
So what exactly happened to Hubspot?
At first, people blamed AI snippets and chat-based search for the drop. But if you dig deeper, it looks like Google’s August and Nov/Dec 2024 Core Updates hit them hard. HubSpot lost traffic on topics like “how to write a resignation letter” because they didn’t come across as the experts.
“It’s not like those visitors disappeared. They were simply redistributed to other (more relevant) sites, like Indeed, Michael Page, etc.”
AI snippets and zero-click searches
For queries like “How do I register my business?” or “What is inflation?” many users are now satisfied by a quick AI-generated snippet. They don’t even click through to a website.
These same queries used to generate loads of traffic for content-heavy sites. Pat Walls sees this as “Death by a thousand cuts.”
SEO isn't dead, yet
Yes, generic content is dying but solutions and expertise are thriving. AI can produce decent surface-level knowledge articles. But it can’t replicate your personal experience, proprietary data, storytelling, or niche expertise. If you’re not solving a specific problem, you’re invisible.
Pat Walls tweeted “SEO is pretty much dead”, but Danny Postma pushed back:
Key takeaways
Pivot from "how-to" guides to intent-based pages.
Double down on your niche and provide your unique expertise.
Build online tools related to your niche, like free calculators, templates, or apps that solve problems instantly.
The bottom line
SEO isn’t dead, it’s just changing, like it always does. Sure, AI tools, Google updates, and other search engines are making things more competitive, but the game isn’t over.
So stop chasing generic clicks and start solving real problems, show off your expertise, and create tools, templates, or resources people actually want to use. The search world’s shifting, but if you’re willing to adapt, there’s still plenty of opportunity to crush it.
Have a story, tip, or trend worth covering? Tell us at [email protected].
I agree with this analysis 👌 SEO isn’t dead, but the rules are changing.
What happened to HubSpot is exactly what many of us are seeing: generic content gets punished, while niche expertise and problem-solving tools win.
The biggest shift, in my view, is not just Google’s updates but the rise of AI-driven engines (Google SGE, ChatGPT Search, Perplexity). These systems don’t behave like traditional search engines — they crawl differently, they don’t rely only on backlinks, and they prioritize structured, machine-readable data.
That’s why I’ve been exploring Generative Engine Optimization (GEO). Instead of optimizing only for Google’s SERPs, the idea is to prepare sites for AI crawlers and AI snippets: JSON-LD, AI-focused sitemaps, intent-based metadata, and internal structures that machines can easily parse.
It’s still early, but I believe SEO will split into two tracks:
Classic SEO → rankings in Google/Bing.
AI-First SEO (GEO) → visibility in AI answers and chat-based engines.
Generic “how-to” content will fade, but specialized expertise + tools (calculators, plugins, niche solutions) will continue to thrive.
— Jason, solo dev working on Geomatic AI (AI-First SEO plugin for WordPress)
Good insight into the topic.
SEO isn’t dead, but generic content is. To thrive, focus on niche expertise, interactive tools, and real problem-solving—things AI can't replace. Adapt, innovate, and stay ahead.
Nope, SEO remains as vital as ever. A big part of it is finding the right keywords from the get-go
SEO has changed it's no longer just about backlinks. Today, high-quality, relevant content is the most important factor for ranking.
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I am confused about the current SEO methods.
SEO is Evolving – Here’s What Matters Now
The drop in HubSpot’s SEO traffic highlights a shift in search trends, but it doesn’t mean SEO is dead. Google's recent updates prioritize niche expertise and user-focused content over generic articles.
Instead of broad "how-to" guides, websites that provide clear, intent-driven information are seeing better results. For example, this resource on Subway prices in the UK ensures visitors get up-to-date menu details quickly and efficiently.
The focus should be on solving real problems, offering unique insights, and creating content that users genuinely find valuable. How are recent search updates affecting website traffic?
traffic always meter
HubSpot lost 75% of its SEO traffic, but that doesn’t mean SEO is dead. Google's market share dipped below 90% as AI tools like ChatGPT gained popularity. HubSpot was hit hard by Google’s 2024 Core Updates, which prioritized niche expertise over generic content. AI snippets and zero-click searches further reduced traffic. To stay ahead, focus on intent-based content, showcase real expertise, and create problem-solving tools. Platforms like ModEngine2 prove that niche-focused sites can still thrive by offering valuable solutions. SEO is evolving, but those who adapt can still win.
After launching AI snippets, I lost 30-40% of my traffic. Don’t rely blindly on AI-generated content! I focus on human-written content for my blog website, and it's ranking well. Quality matters
I personally do hate Google lol 10 years ago it was easy to find what you are searching for now the experience is terrible due to so many ads.
agree
I think, its important to be write engaging content instead of 100s of AI content. Use AI to refine the content not to write whole content. That way, the content will be more authentic and engaging.
Great breakdown of the evolving SEO landscape! The shift from generic content to intent-driven, expertise-based pages is a wake-up call for many websites. AI may be changing search behavior, but real value and problem-solving content still win.
it's horrible to see the organic traffic graph of HubSpot. Google on fire mode.
Here’s the deal: Everyone’s got their own way of thinking and their own system for doing things. Google and the big players not banning AI-generated content? That’s a big deal. It’s like they’re giving the green light for people to split-test and experiment.
But here’s the thing: We’re all still figuring this out. Sure, AI’s getting sharper, faster, better. But guess what? We can still feed it our personal experiences, proprietary data, stories, or niche expertise, and it’ll churn out content based on that. The unique part? It’s our human ability to jump from one niche to a broader topic that makes the real magic happen. AI can't replicate that. No matter how many different “temperatures” you set.
Google’s gonna adjust. Users will evolve. Whether SEO is dead or not- who knows? But one thing’s for sure: it’s time to diversify, jump on new content platforms, and start looking at User Generated Content (UGC) like it’s the next goldmine.
As a writer, speaker, & consultant specializing in accessibility this is encouraging.
Because the business benefits of embracing accessibility & inclusion is definitely a niched field of expertise.
But this also helps explain a recent tragedy in the disability community.
Reviewed, which is part of the USA Today Network, closed down its team of product accessibility reviewers.
I was told the problem came from changes in google and other search traffic which caused serious drops in the affiliate sales that were supporting this specialized section of Reviewed.
The accessibility team could see the potential to recover through improved content, but they weren't given enough time to make that happen.
So, now there is one less voice in the world to celebrate accessible products or call out the manufacturers of products that are not inclusive.
Knowing why doesn't make it hurt any less, but it is still good to. know.
Thanks for this insightful post, Maxwell
"HubSpot lost 75% of its SEO traffic" => Google updated algo in Aug, and it doesn't like HubSpot blogs any more.
Assuming that's true, comparing blog posts on "how to write a resignation letter", indeed one goes pretty straight forward: example, template, what to do, what not to do, while hubspot version gets to its point too late (not within 2 scrolls for me): table of contents, what is, vague how to, actual steps. What I feel is Hubspot blog has a stronger smell of AI crafted, or SEO as its main purpose.
So my takeaways are
Create content the same way you create products and landing pages, be straightforward and cut to the point.
You can still count on content marketing and SEO, but it can't be pure content, content needs to be linked to a service, a problem solver
p.s. This topic might have nothing to do with "Google's global search share fell below 90% for the first time in a decade.", as it's just a shift of market share between search engines
Per the report
nteresting point! It seems like AI-driven search engines like ChatGPT Search and Perplexity aren't yet being directly measured by Statcounter in their main categories. As AI-powered search evolves, it’ll be interesting to see how these platforms impact traditional search engines and whether tracking methods will adapt to include them more explicitly. 🚀
This article really highlights the ongoing evolution of SEO and the impact of AI on search traffic. While AI tools are reshaping how people find answers, niche expertise and problem-solving tools are the way forward. It’s crucial for businesses to adapt and focus on providing value through intent-driven pages and unique resources. For anyone in the real estate space looking to optimize their digital marketing strategies, check out the insights from estate agents dagenham who are leading the way in understanding local SEO trends and building impactful online experiences.
Great read, looking forward to seeing how the SEO landscape continues to evolve!
SEO isn’t dead, but it’s definitely evolving. We’ve focused more on local, intent-based content, and it’s working well. You can check out more info on what we’ve done as estate agents in Dagenham.