Company opinion and statements
HubSpot says its organic traffic dropped nearly 80% while revenue kept growing
These are claims from its CMO, who is promoting a book. The figures have internal inconsistencies.
Source: Search Engine Journal, 29 oct (Greg Jarboe) — HubSpot sells marketing tools. Several figures lack a comparison baseline.
Kipp Bodnar says the blog reached more than 20 million organic visits per month and lost nearly 80%. He says almost 5 million disappeared in 30 days after the launch of AI Overviews, and that much of that traffic had no commercial intent. They pruned more than 3,000 pages.
According to him, revenue grew nearly 20% in 2025, about 90% of content leads come from channels that barely existed five years ago, and the blog accounts for around 10%. Visitors arriving from AI responses convert roughly 3 times more than those from traditional search.
He shifted metrics: from sessions to revenue per visit, AI share of voice, and content-influenced pipeline. Editorial note: growth appears as both 19% and nearly 20%, and pruned pages as both more than 3,000 and more than 30,000.
Visibility in AI answers GEO Zero-click content