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What Happened to HubSpot Revenue as Traffic Fell?

Nathan Gotch says HubSpot recently lost a lot of organic traffic while revenue went up. A bunch of content on the HubSpot blog was designed to juice traffic numbers and was not designed to drive any conversions, so losing all that traffic did nothing to the bottom line at all.

Reporting to clients gets hard when traffic has dropped by 40% over the last two years. The awkward follow-up is whether they still want to keep working together. Even before AI, top of the funnel informational content is a massive waste of time. Companies liked seeing the little graph go up. The rise mattered more than focusing on the bottom of the funnel, where the actual money is made.

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The New Rules of SEO, AEO & AI Search with Nathan Gotch ·

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