This article discusses HubSpot's recent challenges with blog traffic, countering viral claims that it has dropped dramatically. The author, a key figure in HubSpot's SEO strategy, emphasizes the importance of understanding the complexities behind traffic changes. He notes that the rise of AI tools like ChatGPT has significantly influenced search engine algorithms, shifting preference from merely informational content to content that also drives influence. HubSpot has adjusted its strategy accordingly, focusing on adapting to these changes rather than succumbing to panic or sensational headlines.
Our original SEO strategy focused on providing concrete, informational content, but over the last five years search engines have increasingly rewarded influence rather than just information.
While I'd never begrudge our fellow content creators jumping aboard the latest hot take bandwagon, I'd argue that the reality is a bit more complex than social media might have you think.
As marketers ourselves, we know better than anyone that hot takes drive clicks, but what actually happened to our traffic is more nuanced.
I wrote this post not just to set the record straight, but to help marketers understand the very real challenges that today's AI-powered search ecosystem poses.
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