The HubSpot SEO Collapse: 5 Lessons Every B2B SaaS Founder Must Learn Before It's Too Late

HubSpot lost 80% of its organic traffic in 10 months.

Not a small startup. Not a company that neglected SEO. HubSpot—the company that literally wrote the book on inbound marketing, with a Domain Authority of 81 and over 120 million backlinks.

Traffic plummeted from 13.5 million monthly organic visits in November 2024 to under 7 million by December 2024. By early 2025, estimates put them at 6.1 million… a 75% year-over-year decline.

If this can happen to the gold standard of B2B content marketing, it can happen to you.

But here's what the panic-inducing headlines miss: HubSpot's collapse wasn't random bad luck.

It was the predictable result of a content strategy optimized for a world that no longer exists. And buried in their failure is a roadmap for building a content engine that survives, and thrives, in the AI search era.

This isn't another post-mortem. It's a survival guide.

What Actually Happened to HubSpot

The Timeline of Collapse

The decline didn't happen overnight. It accelerated through 2024 and hit critical mass with Google's December updates:

Source: Semrush, Ahrefs data compiled by multiple analysts

The December 2024 core update, which Google called the largest in company history, promising a 45% reduction in low-quality, unoriginal content… hit HubSpot like a freight train.

The Content That Killed Them

HubSpot didn't lose traffic on their core marketing, sales, and CRM content. They lost it on articles that had nothing to do with their expertise:

• "How to Make a Shrug Emoji" (famously mocked in industry presentations)

• "Famous Quotes" compilations

• "Cover Letter Examples"

• "Resignation Letter Templates"

• "How to Get a Real Estate License"

• Inspirational quotes and productivity hacks

These broad, high-volume, low-relevance topics drove massive traffic but served users who would never become HubSpot customers. For years, this worked. Google rewarded content volume. HubSpot became the gold standard.

Then Google changed the rules.

What Google Actually Changed

Google's 2024 algorithm updates fundamentally redefined how content quality is evaluated:

1. Topical Authority Became Non-Negotiable

Google no longer rewards breadth. It rewards depth within your area of expertise. Publishing content outside your core domain now actively dilutes your authority—and can drag down rankings for content you are qualified to create.

2. E-E-A-T Shifted from Suggestion to Requirement

Experience, Expertise, Authoritativeness, and Trustworthiness became the primary lens for content evaluation. Generic listicles written by content editors (not subject matter experts) fail this test by default.

3. AI Overviews Compressed the Click Funnel

AI Overviews now appear in 13-16% of all Google queries, providing direct answers that reduce click-through rates by up to 47%. The exact type of informational, easily-summarizable content HubSpot had built its empire on is now being answered on the SERP itself.

HubSpot's CEO Yamini Rangan acknowledged the shift on their earnings call: "Organic search traffic is declining globally... AI overviews are giving answers, and fewer people are clicking through to websites."

Lesson 1: Traffic Volume Was Always a Vanity Metric (You Just Didn't Know It Yet)

The Dangerous Illusion

For over a decade, HubSpot's strategy was simple: publish massive volumes of content targeting high-search-volume keywords. It worked spectacularly, at its peak, HubSpot's blog attracted over 24 million monthly organic visits.

But here's what the traffic numbers hid: most of those visitors had zero intent to become HubSpot customers.

Someone searching "how to write a resignation letter" isn't evaluating CRM software. Someone looking for "famous quotes" isn't comparing marketing automation platforms. These were empty calories, impressive on a dashboard, meaningless to the business.

As one former HubSpot SEO team member noted on LinkedIn: "At that scale, SEO becomes a massive brand play. If Google search is a billboard, HubSpot was plastered on every billboard."

But billboards don't convert. And when Google stopped valuing billboards, the traffic evaporated.

What This Means for B2B SaaS Founders

The traffic trap is real. Chasing high-volume keywords outside your expertise creates fragile content assets that:

• Don't convert to customers

• Dilute your topical authority

• Become liabilities when algorithms shift

• Consume resources better spent on high-intent content

The alternative:

Build content strategies around qualified traffic, visitors who are actually evaluating solutions like yours. A thousand visitors with buying intent beats a million visitors looking for resignation letter templates.

The Metric That Should Have Mattered

Despite losing 80% of its traffic, HubSpot's revenue grew 22% year-over-year in Q4 2024. Their business was never dependent on that traffic, 70% of revenue comes from enterprise subscriptions, not blog-driven conversions.

This reveals the deeper lesson: traffic was never the right metric.

Revenue-generating visibility is what matters. And that requires content targeting buyers, not browsers.

Lesson 2: Topical Authority Isn't Optional, It's Survival

The New Google Reality

Google's algorithm updates in 2024 explicitly targeted sites publishing content outside their area of expertise. The search engine now prioritizes "topical authority"—demonstrated depth in specific subject areas—over domain authority or content volume.

This is a drastic shift.

Previously, a high-authority domain could rank for almost anything. Now, authority is contextual. HubSpot's DA of 81 means nothing for real estate licensing queries because HubSpot has zero demonstrated expertise in real estate.

How Topical Authority Works

Think of it as a credibility score that's calculated per topic, not per domain:

Google's algorithm doesn't just ask "Is this a trusted domain?" It now asks "Is this domain trusted for this specific topic?"

The Cascading Effect

Here's what makes this dangerous: low-quality off-topic content can drag down performance of your entire domain. When Google sees you publishing lots of thin content outside your expertise, it questions whether your "on-topic" content is actually authoritative.

SEO expert Gaetano DiNardi put it bluntly: "Crappy content targeting irrelevant keywords unfortunately drags down the performance of everything else, even the good pages."

Building Topical Authority: The Practical Framework

1. Define Your Authority Zones

What 3-5 topics should your brand be definitively known for? These should:

• Align with your product/service offering

• Address your ICP's actual problems

• Be narrow enough to demonstrate real depth

2. Go Deep, Not Wide

For each authority zone, create comprehensive coverage:

• Pillar pages that definitively answer the core topic

• Supporting content addressing every sub-topic and related question

• Original research and data specific to that domain

• Expert contributions that prove lived experience

3. Prune Ruthlessly

Content outside your authority zones isn't just ineffective, it's actively harmful. Audit your existing content and consider:

• Removing off-topic content entirely

• Noindexing pages that serve users but shouldn't be crawled

• Redirecting low-quality pages to relevant, high-quality alternatives

4. Maintain Topic Clusters

Use topic cluster architecture to reinforce topical authority:

• Pillar page as the hub for each authority zone

• Cluster content internally linked to the pillar

• Clear topical relationships Google can understand

Lesson 3: AI Overviews Changed the Game, And Most Content Strategies Haven't Caught Up

The Zero-Click Reality

Zero-click searches now account for 60-69% of all Google queries. AI Overviews appear in 13-16% of searches… and when they do, click-through rates drop by up to 47%.

This is existential for traditional content strategies.

The playbook HubSpot perfected, ranking for informational queries and capturing clicks, is being directly undermined by Google's own product.

Why HubSpot's Content Was Uniquely Vulnerable

HubSpot's traffic-driving content was disproportionately informational, the exact category AI Overviews target:

• "How to write a cover letter" → Answered directly in AI Overview

• "Famous quotes about success" → Summarized without requiring a click

• "What is [concept]" definitional content → Perfect AI Overview fodder

In January 2025, 91.3% of queries triggering AI Overviews were informational. By October, that dropped to 57.1%, meaning AI Overviews are expanding into commercial and transactional queries too.

The content type that built HubSpot's empire is the exact content type AI systems are designed to absorb and regurgitate.

The New Content Hierarchy

Not all content is equally vulnerable. Here's how different content types fare in the AI Overview era:

The Strategic Response

1. Create Content AI Can't Summarize

Original research, proprietary data, unique analysis—content that requires depth beyond what a summary can convey.

2. Own the Problem, Not the Definition

Instead of "What is marketing automation?", create "Marketing automation maturity assessment: Where does your team actually stand?" The first gets summarized. The second requires engagement.

3. Optimize for Being Cited, Not Just Ranking

If your content is going to appear in AI Overviews anyway, ensure you're cited as the source. Structure content for AI extraction—clear headings, extractable answer blocks, and authoritative sourcing.

4. Build Interactive Assets

Tools, calculators, assessments, and configurators can't be summarized in an AI Overview. They require the user to visit your site and engage. These assets are increasingly valuable as informational content commoditizes.

Lesson 4: E-E-A-T Isn't Just an Acronym, It's a Content Architecture

What E-E-A-T Actually Means Now

Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) has evolved from a quality guideline to a ranking requirement.

The December 2024 update operationalized E-E-A-T in ways that directly impacted HubSpot:

Experience: Does the content creator have firsthand experience with the topic?

HubSpot's content operation relied on content editors researching and writing about topics they hadn't personally experienced. A content marketer writing about real estate licensing has no relevant experience, and Google can now detect this.

Expertise: Does the creator have demonstrated knowledge in this area?

Publishing on 13,000+ topics dilutes expertise signals. You can't be an expert in everything.

Authoritativeness: Is this source recognized as an authority on this topic?

HubSpot is authoritative for marketing and CRM. It has zero authority for resignation letters or shrug emojis.

Trustworthiness: Can users trust this information?

Generic content compiled from other sources doesn't demonstrate trustworthiness—it demonstrates aggregation.

How to Architect E-E-A-T Into Your Content

1. Author Attribution Is Non-Negotiable

• Clear author bylines on all content

• Author bio pages with credentials and experience

• Links to authors' external authority signals (LinkedIn, publications, speaking)

• Schema markup connecting content to authors

2. Demonstrate Experience, Don't Just Claim It

Bad: "Here are 10 tips for reducing churn."

Good: "We reduced churn by 23% in 6 months. Here's the exact playbook we used."

The difference? The second demonstrates lived experience. AI systems and human readers alike recognize this.

3. Bring In Subject Matter Experts

If your team lacks expertise in a topic area, don't fake it. Either:

• Don't create that content

• Partner with experts who have the credentials

• Commission original research from qualified sources

4. Build Authority Through Depth, Not Breadth

A company with 50 comprehensive articles on marketing automation has more authority than one with 500 articles across every conceivable topic.

The Structural Advantage

Companies that architect E-E-A-T into their content operations, not as an afterthought, but as a foundational requirement… are algorithm-proof.

When Google shifts emphasis, they're already compliant. When competitors get hit by updates, they capture the traffic.

This is exactly how Averi's Content Engine approaches content creation: expert-first, experience-validated, structured for both human readers and AI systems.

Lesson 5: The Playbook That Built HubSpot Won't Work for You (And It Shouldn't)

The Dangerous Temptation

For years, SEOs and content marketers studied HubSpot's strategy. The playbook seemed clear:

1. Identify high-volume keywords

2. Create comprehensive content targeting those keywords

3. Build internal linking structures

4. Scale production

5. Watch traffic grow

This worked for HubSpot for over a decade. It generated billions in brand value. It established them as the thought leader in inbound marketing.

But it won't work for you in 2026 and beyond. Here's why:

The Timing Problem

HubSpot executed this strategy from 2006-2020, when:

• Google rewarded content volume

• AI Overviews didn't exist

• Topical authority wasn't a ranking factor

• E-E-A-T was a suggestion, not a requirement

• Zero-click searches were rare

They had 15+ years to build domain authority before the rules changed. You don't.

The Scale Problem

HubSpot could survive losing 80% of their traffic because:

• 70% of revenue came from enterprise subscriptions unrelated to SEO

• Their brand recognition exists independently of organic search

• They have resources to pivot and recover

Most B2B SaaS companies can't absorb an 80% traffic loss. And they don't have HubSpot's brand equity cushion.

The Recovery Problem

Even with massive resources, recovery is brutal. HubSpot has been advised to audit and potentially remove or rewrite up to 60% of their content to recover topical authority.

That's thousands of pages. Years of work.

Pruning a site at HubSpot's scale, 13,000+ URLs in the blog section alone, isn't a project. It's a multi-year transformation.

What Works Now: The Algorithm-Proof Content Strategy

1. Start With Authority Zones, Not Keywords

Define the 3-5 topics where you have genuine expertise. All content must serve these zones.

2. Prioritize Citation Over Traffic

In a zero-click world, being cited in AI responses matters more than driving visits. Structure content for AI extraction… statistics, direct answers, quotable frameworks.

3. Create Content AI Can't Replace

Original research. Proprietary data. Expert analysis. Interactive tools. Content that requires depth beyond summarization.

4. Build Compounding Assets

Instead of 100 thin posts, create 10 definitive resources that get better over time. Update them quarterly. Make them the authoritative source in your domain.

5. Integrate GEO From Day One

Generative Engine Optimization isn't a bolt-on to traditional SEO. It's a fundamental rethinking of how content creates value. Build GEO into your content architecture from the start:

• Schema markup for AI comprehension

• Answer-first structure for citation

• Cross-platform entity consistency

• Statistics and original data for credibility

• Expert attribution for E-E-A-T signals

Building a "HubSpot-Proofed" Content Engine

What "HubSpot-Proofed" Means

A HubSpot-proofed content strategy is one that:

• Can't be devastated by algorithm changes

• Doesn't depend on traffic volume

• Creates compounding authority over time

• Serves both traditional SEO and AI citation

• Generates revenue, not just pageviews

The Architecture of Resilience

Foundation Layer: Topical Authority

• 3-5 defined authority zones

• Comprehensive pillar pages for each zone

• Interconnected cluster content

• No off-topic dilution

Credibility Layer: E-E-A-T

• Expert attribution on all content

• Demonstrated experience (not claimed)

• Original research and proprietary data

• Cross-platform authority signals

Discovery Layer: GEO Optimization

• AI-extractable structure (40-60 word answer blocks)

• Schema markup for entity recognition

• Statistics and quotable frameworks

• Consistent entity presence across platforms

Value Layer: Engagement Assets

• Interactive tools and calculators

• Assessments and benchmarks

• Templates and frameworks

• Content that requires engagement

Why Averi's Content Engine Is Built Differently

Averi's Content Engine was designed for the post-HubSpot era:

AI-Optimized Structure by Default

Every piece of content created through Averi's /create mode applies GEO-optimized structure automatically—hierarchical headings, FAQ sections, extractable answer blocks, and schema-ready formatting.

You don't have to remember to optimize for AI citation. It's built in.

Research-First Drafting

The content engine scrapes and collects key facts, statistics, and quotes with hyperlinked sources before generating drafts.

The citation-worthy elements are baked in from the start, not added as an afterthought.

Expert Refinement Layer

AI generates the structured foundation. The user (and Vetted human experts from Averi's marketplace if you want expert input) add the E-E-A-T signals AI can't… lived experience, authoritative perspective, and domain credibility.

Brand Core Consistency

Your Brand Core trains the AI on your specific positioning, ensuring every piece of content reinforces your authority zones, not dilutes them.

Library Compounding

Each piece of content you create strengthens your overall topical authority through the Library. Your content assets become interconnected, mutually reinforcing, and increasingly defensible.

This isn't just a different approach.

It's a structural advantage, the kind of advantage that compounds over time while competitors struggle to recover from algorithm shifts.

The 90-Day HubSpot-Proofing Playbook

Days 1-30: Foundation

Week 1: Authority Audit

• Document your current content inventory

• Categorize every piece by topic area

• Identify content outside your authority zones

• Assess traffic vs. conversion for each category

Week 2: Define Authority Zones

• Choose 3-5 topics for deep expertise

• Map these to your product/service value proposition

• Document the sub-topics within each zone

• Identify competitors' authority positioning

Week 3: Content Triage

• Mark content for: Keep, Update, Noindex, or Remove

• Prioritize based on authority zone alignment

• Create a pruning timeline for off-topic content

• Plan redirects where appropriate

Week 4: E-E-A-T Infrastructure

• Create or update author bio pages

• Add author attribution to existing content

• Document credentials and experience for key authors

• Implement author schema markup

Days 31-60: Reconstruction

Week 5-6: Pillar Page Development

• Create/revise pillar pages for each authority zone

• Ensure comprehensive topic coverage

• Add original data or proprietary insights

• Implement proper schema markup

Week 7-8: Cluster Content Architecture

• Map supporting content to each pillar

• Identify content gaps in authority zones

• Create internal linking structure

• Plan new content to fill gaps

Days 61-90: GEO Integration

Week 9-10: Content Structure Optimization

• Revise key content for AI extraction

• Add answer blocks to existing articles

• Include statistics with clear sourcing

• Implement FAQ sections on high-value pages

Week 11-12: Cross-Platform Authority

• Audit entity consistency across platforms

• Update Wikipedia/Wikidata entries if applicable

• Ensure LinkedIn, G2, and directory alignment

• Establish Reddit presence in relevant communities

Ongoing: Measurement & Iteration

Monthly:

• Query AI platforms for citation presence

• Track share of voice vs. competitors

• Monitor traffic quality (not just volume)

• Assess content performance by authority zone

Quarterly:

• Refresh high-performing content

• Add new data to pillar pages

• Evaluate authority zone performance

• Adjust strategy based on AI citation patterns

Related Resources

HubSpot Collapse & Recovery Analysis

• The Fall of HubSpot's SEO: What Marketers Can Learn (AirOps)

• HubSpot's Blog Rankings Drop Analysis (Aleyda Solis)

• 2025 Organic Traffic Crisis Report (Digital Bloom)

Averi How-To Guides: Building Algorithm-Proof Content

• The Complete Guide to GEO: Getting Your Brand Cited by AI Search

• Topic Clusters for SaaS: Building Authority Architecture

• How to Build a Content Engine That Runs Without You

• Zero-Click SEO: How to Win When Users Don't Click Through

• Building Your "Data Source" Status: How to Become the Brand LLMs Quote by Default

Averi Deep Dives: AI Search & GEO Strategy

• The Future of B2B SaaS Marketing: GEO, AI Search, and LLM Optimization

• The GEO Playbook 2026: Getting Cited by LLMs (Not Just Ranked by Google)

• Google AI Overviews Optimization: The 2026 Playbook

• Building Citation-Worthy Content: Making Your Brand a Data Source for LLMs

Definitions

• GEO Search

• LLM Optimization

• Topical Authority

• E-E-A-T

• Zero-Click Search

• Content Velocity