{"id":176517,"date":"2024-06-27T10:09:56","date_gmt":"2024-06-27T15:09:56","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=176517"},"modified":"2024-06-27T10:10:15","modified_gmt":"2024-06-27T15:10:15","slug":"hubspot-seo-case-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/hubspot-seo-case-study\/","title":{"rendered":"9 Surprising Takeaways From Analyzing HubSpot\u2019s SEO Strategy"},"content":{"rendered":"\n<div class=\"intro-txt\"><a href=\"http:\/\/hubspot.com\">HubSpot<\/a> is a publicly traded company, with over $614M in annual revenue, a legendary status among marketers, and an alleged acquisition offer from Google for just enough money to send a small team of the best of us to the Moon or solve world hunger for a couple of&nbsp;years.<\/div>\n\n\n\n<p>They have a special place in content marketing and SEO history. They were among the early champions of inbound and content marketing and living proof that SEO is a great marketing tactic. Just copying what they do for SEO would be enough for a complete SEO playbook, especially for&nbsp;SaaS.<\/p>\n\n\n\n<p>I dug deep into Ahrefs data to share these nine surprising takeaways from their strategy.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. HubSpot runs the biggest corporate blog\u2026 ever.\" data-section=\"one\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_ucqp23fp5oo6\"><\/a>1. HubSpot runs the biggest corporate blog\u2026&nbsp;ever.<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>We all know that the sun is big, but when you see one of those at-scale depictions of the solar system, you instantly realize that \u201cbig\u201d is an understatement. The same is true of HubSpot\u2019s blog.<\/p>\n\n\n\n<p>I found no bigger corporate blog than HubSpot\u2019s. If you know one, do let me know, and I\u2019ll be more than happy to take this back: HubSpot\u2019s blog is the biggest corporate blog ever regarding search traffic.<\/p>\n\n\n\n<p>Their blog generates an estimated 8.2M organic visits per month, worth over $5.3M in ad money. Just a few months back, it was even larger \u2014 over 10M visits.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1474\" height=\"828\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-size-of-hubspots-blog-in-traffic-1-1.png\" alt=\"The size of HubSpot's blog in traffic.\" class=\"wp-image-176539\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-size-of-hubspots-blog-in-traffic-1-1.png 1474w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-size-of-hubspots-blog-in-traffic-1-1-680x382.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-size-of-hubspots-blog-in-traffic-1-1-768x431.png 768w\" sizes=\"auto, (max-width: 1474px) 100vw, 1474px\"><\/figure>\n\n\n\n<p>And since this is how HubSpot\u2019s \u201csolar system\u201d looks\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1472\" height=\"1114\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-its-organic-competitors-1-1.png\" alt=\"HubSpot and its organic competitors. \" class=\"wp-image-176541\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-its-organic-competitors-1-1.png 1472w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-its-organic-competitors-1-1-562x425.png 562w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-its-organic-competitors-1-1-768x581.png 768w\" sizes=\"auto, (max-width: 1472px) 100vw, 1472px\"><\/figure>\n\n\n\n<p>We need to travel to another \u201csystem\u201d to find bigger blogging stars. We need to look at blogs <em>in general <\/em>to the point where it\u2019s unclear whether these are still blogs or news&nbsp;sites.<\/p>\n\n\n\n<p>So, HubSpot\u2019s blog isn\u2019t as big as Mashable, and Health.com, but it\u2019s bigger than Harvard Business Review, RollingStone, Coindesk, The Verge, and comparable to Wired. And these are all businesses of their&nbsp;own.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1424\" height=\"800\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-other-blogs-size-comparison-1-1.png\" alt=\"HubSpot and other blogs - size comparison. \" class=\"wp-image-176543\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-other-blogs-size-comparison-1-1.png 1424w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-other-blogs-size-comparison-1-1-680x382.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/hubspot-and-other-blogs-size-comparison-1-1-768x431.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\"><\/figure>\n\n\n\n<p>In case you\u2019re wondering how big the blog is, it\u2019s over 18K pages with 148 blog posts published in May 2024&nbsp;alone.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"900\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-hubspot-published-last-month-1-1.png\" alt=\"How many pages HubSpot published last month. \" class=\"wp-image-176545\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-hubspot-published-last-month-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-hubspot-published-last-month-1-1-680x299.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-hubspot-published-last-month-1-1-768x338.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-hubspot-published-last-month-1-1-1536x675.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Most traffic comes from topics like 'shrug emoji' and 'famous quotes'\" data-section=\"two\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_1d9e8oqpwhfe\"><\/a>2. Most traffic comes from topics like \u201cshrug emoji\u201d and \u201cfamous quotes\u201d<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>You probably expect their best-performing posts to be about marketing or sales\u2026 and you\u2019d be&nbsp;wrong.<\/p>\n\n\n\n<p>\u201cShrug emoji\u201d and \u201cfamous quotes\u201d together account for almost 10% of all blog traffic, and there are many more topics like&nbsp;that.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"594\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-to-top-pages-1-1.jpg\" alt=\"Traffic to top pages.\" class=\"wp-image-176547\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-to-top-pages-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-to-top-pages-1-1-680x197.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-to-top-pages-1-1-768x223.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-to-top-pages-1-1-1536x446.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Now, it\u2019s common sense this is low-intent, unqualified traffic they won\u2019t convert quickly, if ever. But it\u2019s also common sense that the more traffic, the better. So which common sense&nbsp;wins?<\/p>\n\n\n\n<p>Naturally, this is no accident that HubSpot fights for these loosely knit keywords. If you try to outrank them, they will fight you, because they\u2019ve been fighting with Goodreads for \u201cfamous quotes\u201d for&nbsp;years.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"677\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ranking-history-graph-1-1.png\" alt=\"Ranking history graph.\" class=\"wp-image-176549\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ranking-history-graph-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ranking-history-graph-1-1-680x225.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ranking-history-graph-1-1-768x254.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ranking-history-graph-1-1-1536x508.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Ahrefs\u2019 <strong>Page Inspect<\/strong> tool shows that they\u2019ve been making some major changes to keep this page ranking.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1070\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/page-inspect-tool-in-ahrefs-1-1.png\" alt=\"Page Inspect tool in Ahrefs.\" class=\"wp-image-176551\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/page-inspect-tool-in-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/page-inspect-tool-in-ahrefs-1-1-680x355.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/page-inspect-tool-in-ahrefs-1-1-768x401.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/page-inspect-tool-in-ahrefs-1-1-1536x803.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Why bother with these topics? Because when you\u2019re the size of HubSpot and you share their freemium model, you\u2019re going to need \u201cirrelevant\u201d traffic more than small companies. We\u2019re explaining this phenomenon in more detail in <a href=\"https:\/\/ahrefs.com\/blog\/why-big-companies-make-bad-content\/\">Why Big Companies Make Bad Content<\/a>.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. They rank for 'product marketing' twice on the first page (with blog posts)\" data-section=\"three\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_pu01ksmnf0dt\"><\/a>3. They rank for \u201cproduct marketing\u201d twice on the first page (with blog&nbsp;posts)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Good luck copying this&nbsp;stunt:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"881\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-1-1.png\" alt=\"Keywords with multiple rankings. \" class=\"wp-image-176553\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-1-1-680x293.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-1-1-768x330.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-1-1-1536x661.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Why is this a big deal? Because it\u2019s very, very rare to rank twice on the first page of Google with the same type of content (blog posts in this case). I wrote about this in <a href=\"https:\/\/ahrefs.com\/blog\/multiple-rankings-study\/\">Keyword Diversification: Cannibalization\u2019s Good Twin (SEO Study)<\/a>.<\/p>\n\n\n\n<p>Is this one of those \u201ctoo big not to rank\u201d situations? Why do we need to be told what HubSpot thinks product marketing is <em>twice<\/em>? When Ahrefs ranks two times on page one, we at least give you two different things: knowledge and a&nbsp;tool.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"589\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-ahrefs-1-1.png\" alt=\"Keywords with multiple rankings - Ahrefs. \" class=\"wp-image-176555\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-ahrefs-1-1-680x196.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-ahrefs-1-1-768x221.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/keywords-with-multiple-rankings-ahrefs-1-1-1536x442.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Maybe it means that there\u2019s something broken with Google? If you ask me, that one SERP is a great topic for one of those panels where search engineers gather to talk about the quality of the ranking systems.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> HubSpot once discussed using an SEO strategy called <a href=\"https:\/\/blog.hubspot.com\/marketing\/surround-sound-strategy\">surround sound<\/a>, which involved being featured in multiple top rankings (through its own content and third-party content). What we just saw could be a consequence of that strategy.<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Search intent matters even for DR 93 website\" data-section=\"four\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_v8ru4cgtgq0\"><\/a>4. Search intent matters even for DR 93 website<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>HubSpot tried to rank for \u201ccrm\u201d (183k monthly volume and 85 KD) with a typical product page <code>https:\/\/www.hubspot.com\/products\/crm<\/code> (green line). They never got to that #1&nbsp;spot.<\/p>\n\n\n\n<p>So, years after, they made a page in a more educational style <code>https:\/\/www.hubspot.com\/products\/crm\/what-is<\/code>, catering to a purely information search intent and it worked (blue&nbsp;line).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"728\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-comparison-of-two-pages-1-1.png\" alt=\"Position history - comparison of two pages. \" class=\"wp-image-176557\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-comparison-of-two-pages-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-comparison-of-two-pages-1-1-680x242.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-comparison-of-two-pages-1-1-768x273.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-comparison-of-two-pages-1-1-1536x546.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>All it took was explaining on that page the definition, who should use it, when, and a bit about how they developed it. What a great lesson about <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>.<\/p>\n\n\n\n<p>Interestingly, it\u2019s not a problem for Google that the page starts with a product pitch. Which is weird because the H1 refers to information but visually, everything leads to that sign-up button.<\/p>\n\n\n\n<p>I guess it\u2019s good enough for Google, since the page says \u201csign up or learn\u201d; Google sees the entire text, the human eye, the picture and the buttons.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"965\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-hubsspots-site-1-1.jpg\" alt=\"Excerpt from HubsSpot's site. \" class=\"wp-image-176558\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-hubsspots-site-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-hubsspots-site-1-1-680x320.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-hubsspots-site-1-1-768x362.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-hubsspots-site-1-1-1536x724.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Actually, that dual purpose may even be an advantage \u2014 searchers don\u2019t need to return to the SERP to search again, all their needs are served via that landing page.<\/p>\n\n\n\n<p>Another interesting thing \u2014 they didn\u2019t link from the <code>crm<\/code> directory to <code>what-is-crm<\/code>. Once you\u2019re on the first page, you\u2019re not supposed to find the latter one.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. 'The State of Marketing' is a backlink goldmine\" data-section=\"five\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_en6apdstzipt\"><\/a>5. \u201cThe State of Marketing\u201d is a backlink goldmine<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Every year HubSpot publishes an industry report about the state of marketing. For this, they poll their audience about hot marketing topics and partner up with other big brands like Wistia or Litmus. I\u2019m sure you\u2019ve seen it at least&nbsp;once.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"847\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-the-state-of-marketing-1-1.png\" alt=\"Excerpt from The State of Marketing. \" class=\"wp-image-176559\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-the-state-of-marketing-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-the-state-of-marketing-1-1-680x281.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-the-state-of-marketing-1-1-768x318.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/excerpt-from-the-state-of-marketing-1-1-1536x635.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Here\u2019s why this is a backlink goldmine. Not only the landing page for this report gets tons of backlinks but also every other page they spin out of that report.<\/p>\n\n\n\n<p>To illustrate, here are their most linked pages: their homepage, legal page, and the annual State of Marketing <em>twice. <\/em><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1248\" height=\"1176\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/best-by-links-report-1-1.png\" alt=\"Best by links report. \" class=\"wp-image-176560\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/best-by-links-report-1-1.png 1248w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/best-by-links-report-1-1-451x425.png 451w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/best-by-links-report-1-1-768x724.png 768w\" sizes=\"auto, (max-width: 1248px) 100vw, 1248px\"><\/figure>\n\n\n\n<p>Combined, these two pages alone earned 88,892 backlinks from 21,496 domains, and there are a few more pages like&nbsp;that.<\/p>\n\n\n\n<p>Part of the reason why those numbers are so high is that they keep the report under the same URL, so every year a new batch of backlinks come to basically the same page. And they get some high-profile links this&nbsp;way:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1164\" height=\"1064\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/referring-domains-report-1-1.png\" alt=\"Referring domains report. \" class=\"wp-image-176561\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/referring-domains-report-1-1.png 1164w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/referring-domains-report-1-1-465x425.png 465w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/referring-domains-report-1-1-768x702.png 768w\" sizes=\"auto, (max-width: 1164px) 100vw, 1164px\"><\/figure>\n\n\n\n<p>Backlinks are not the only benefit here. That report, its spin-off landing page, and articles heavily drawing from the content of the report, all get organic traffic.<\/p>\n\n\n\n<p>For example, here\u2019s the State of Marketing ranking only #10\u2026 but that\u2019s ok because a spin-off ranks #3.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1225\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-overview-with-two-results-from-hubspot-1-1.png\" alt=\"SERP overview with two results from HubSpot.\" class=\"wp-image-176562\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-overview-with-two-results-from-hubspot-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-overview-with-two-results-from-hubspot-1-1-680x407.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-overview-with-two-results-from-hubspot-1-1-768x459.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/serp-overview-with-two-results-from-hubspot-1-1-1536x919.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>There are three things that are for sure now: death, taxes, and that HubSpot is going to publish the state of marketing report next&nbsp;year.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. This one-pager gets insane organic traffic\" data-section=\"six\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_alci9hdxj9q7\"><\/a>6. This one-pager gets insane organic traffic<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>HubSpot has eight free, stand-alone tools that act as lead magnets. One of them clearly stands out in SEO terms: the Email Signature Template Generator.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"803\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-comparison-on-hubspots-free-tools-1-1.jpg\" alt=\"Traffic comparison on HubSpot's free tools. \" class=\"wp-image-176563\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-comparison-on-hubspots-free-tools-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-comparison-on-hubspots-free-tools-1-1-680x267.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-comparison-on-hubspots-free-tools-1-1-768x301.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/traffic-comparison-on-hubspots-free-tools-1-1-1536x602.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>\u201cEmail Signature Template Generator\u201d \u2014 these four words make up nearly the entire content of the&nbsp;page.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1206\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/landing-page-for-one-of-the-free-tools-1-1.png\" alt=\"Landing page for one of the free tools. \" class=\"wp-image-176564\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/landing-page-for-one-of-the-free-tools-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/landing-page-for-one-of-the-free-tools-1-1-680x400.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/landing-page-for-one-of-the-free-tools-1-1-768x452.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/landing-page-for-one-of-the-free-tools-1-1-1536x905.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>But it\u2019s enough for the page to rank for 5.9K keywords, bringing in 134K of free traffic from Google each month, and it even earned 22.7K backlinks.<\/p>\n\n\n\n<p>This traffic is worth $172K in ad money that HubSpot doesn\u2019t have to spend (instead they \u201conly\u201d spend an estimated $2.6K on search ads\u2014more on that&nbsp;later).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"465\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-performance-data-via-ahrefs-1-1.png\" alt=\"Organic performance data via Ahrefs. \" class=\"wp-image-176565\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-performance-data-via-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-performance-data-via-ahrefs-1-1-680x154.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-performance-data-via-ahrefs-1-1-768x174.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-performance-data-via-ahrefs-1-1-1536x349.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Why do those few words work so well? It\u2019s surely search intent. Most people looking for help with their email signatures simply want a tool for that, not a&nbsp;guide.<\/p>\n\n\n\n<p>And here\u2019s a tip for Ahrefs users. You can use the AI <strong>Identify intents<\/strong> feature in <strong>Keywords Explorer<\/strong> to see what kind of intent could get you the most traffic.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"991\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/identify-intents-feature-in-ahrefs-1-1-1.jpg\" alt=\"Identify intents feature in Ahrefs. \" class=\"wp-image-176566\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/identify-intents-feature-in-ahrefs-1-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/identify-intents-feature-in-ahrefs-1-1-1-680x329.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/identify-intents-feature-in-ahrefs-1-1-1-768x372.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/identify-intents-feature-in-ahrefs-1-1-1-1536x743.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Five huge content hubs and only 140 visits?\" data-section=\"seven\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_ywh8stodshv7\"><\/a>7. Five huge content hubs and only 140 visits?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>HubSpot has 5 big content hubs which you can see right away when you look for the most internal links to pages on the&nbsp;site:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1204\" height=\"1064\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/internal-links-report-1-1.jpg\" alt=\"Internal links report. \" class=\"wp-image-176567\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/internal-links-report-1-1.jpg 1204w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/internal-links-report-1-1-481x425.jpg 481w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/internal-links-report-1-1-768x679.jpg 768w\" sizes=\"auto, (max-width: 1204px) 100vw, 1204px\"><figcaption class=\"wp-element-caption\">These hub pages are all linked to from ~36,000 places on the HubSpot blog.<\/figcaption><\/figure>\n\n\n\n<p>But they\u2019re nowhere to be found when you look for pages with the most organic search traffic. Which is a shame because their respective target keywords would bring tens of thousands monthly visits:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1630\" height=\"1066\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/search-volume-data-from-ahrefs-keywords-explorer-1-1.png\" alt=\"Search volume data from Ahrefs Keywords Explorer. \" class=\"wp-image-176568\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/search-volume-data-from-ahrefs-keywords-explorer-1-1.png 1630w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/search-volume-data-from-ahrefs-keywords-explorer-1-1-650x425.png 650w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/search-volume-data-from-ahrefs-keywords-explorer-1-1-768x502.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/search-volume-data-from-ahrefs-keywords-explorer-1-1-1536x1005.png 1536w\" sizes=\"auto, (max-width: 1630px) 100vw, 1630px\"><\/figure>\n\n\n\n<p>It\u2019s proof that you shouldn\u2019t expect content hubs (aka <a href=\"https:\/\/ahrefs.com\/blog\/topic-clusters\/\">topic clusters<\/a>) to rank at all times. And it\u2019s kind of ironic that it comes from a brand identified with this content marketing tactic.<\/p>\n\n\n\n<p>That said, these hubs are probably great for UX (and driving referral traffic), and could be helping other pages rank, as <a href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\">HubSpot\u2019s article<\/a> on the tactic suggests.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Low-performing content gets pruned to support other content\" data-section=\"eight\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_veoox3ox5j1z\"><\/a>8. Low-performing content gets pruned to support other content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>While browsing through the data, I found that Hubspot has an unusual number of lost&nbsp;pages.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1108\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/a-sudden-fall-in-organic-pages-1-1.jpg\" alt=\"A sudden fall in organic pages. \" class=\"wp-image-176569\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/a-sudden-fall-in-organic-pages-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/a-sudden-fall-in-organic-pages-1-1-680x368.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/a-sudden-fall-in-organic-pages-1-1-768x416.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/a-sudden-fall-in-organic-pages-1-1-1536x831.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>I\u2019ve cleaned the data a bit and found out that they are no stranger to <a href=\"https:\/\/ahrefs.com\/blog\/content-pruning\/\">pruning content<\/a>. At least 84 pages have been redirected to other pages on the same or similar topics between April and June&nbsp;2024.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1143\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-were-redirected-1-1.jpg\" alt=\"How many pages were redirected. \" class=\"wp-image-176570\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-were-redirected-1-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-were-redirected-1-1-680x380.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-were-redirected-1-1-768x429.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/how-many-pages-were-redirected-1-1-1536x857.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Why? I think they do it to help some more promising pages rank. I\u2019ve seen this on some other pages, and it worked.<\/p>\n\n\n\n<p>For example, <code>https:\/\/blog.hubspot.com\/marketing\/how-to-create-embed-codes-generator-infographic-content-ht<\/code>, with all of its 102 backlinks from 75 domains, was redirected to <code>https:\/\/blog.hubspot.com\/marketing\/how-to-add-html-embed-codes-ht<\/code>.<\/p>\n\n\n\n<p>That last page actually ranks (unlike its&nbsp;donor).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1694\" height=\"566\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-search-performance-to-a-hubspots-article-1-1.png\" alt=\"Organic search performance to a HubSpot's article. \" class=\"wp-image-176571\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-search-performance-to-a-hubspots-article-1-1.png 1694w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-search-performance-to-a-hubspots-article-1-1-680x227.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-search-performance-to-a-hubspots-article-1-1-768x257.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-search-performance-to-a-hubspots-article-1-1-1536x513.png 1536w\" sizes=\"auto, (max-width: 1694px) 100vw, 1694px\"><\/figure>\n\n\n\n<p>Smart. Something you may want to try, too, if you have a large content inventory.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"9. With so much free traffic, they still pay for keywords\" data-section=\"nine\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_ccta8x8nbr6c\"><\/a>9. With so much free traffic, they still pay for keywords<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>I\u2019ve recently collected opinions of 100 markers, SEOs and business owners on the <a href=\"https:\/\/ahrefs.com\/blog\/how-to-explain-the-value-of-seo\/\">value of SEO<\/a>, and most of them said this: SEO is money better spent compared to search ads. And many markets do SEO instead of search ads. But not HubSpot.<\/p>\n\n\n\n<p>Despite the huge volume of free traffic, they still buy a portion of their traffic from Google. According to Ahrefs, they\u2019re bidding on 2367 keywords, with CPC from $0.01 to $45.7.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1758\" height=\"912\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/paid-keywords-report-via-ahrefs-1-1.png\" alt=\"Paid keywords report via Ahrefs. \" class=\"wp-image-176572\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/paid-keywords-report-via-ahrefs-1-1.png 1758w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/paid-keywords-report-via-ahrefs-1-1-680x353.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/paid-keywords-report-via-ahrefs-1-1-768x398.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/paid-keywords-report-via-ahrefs-1-1-1536x797.png 1536w\" sizes=\"auto, (max-width: 1758px) 100vw, 1758px\"><\/figure>\n\n\n\n<p>These are the types of keywords they pay&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Keywords they already rank for <\/strong>like \u201cfree crm\u201d. Probably to secure even more SERP real estate. Classic.<\/li>\n\n\n\n<li><strong>Branded keywords <\/strong>like \u201chubspot pricing\u201d. Possibly to stop competitors from eating their lunch. Classic.<\/li>\n\n\n\n<li><strong>Other people\u2019s branded keywords <\/strong>like \u201cless annoying crm\u201d. Just as competitors bid on their keywords, they bid on theirs. Classic, c\u2019est la&nbsp;vie.<\/li>\n\n\n\n<li><strong>Keywords hard to catch otherwise <\/strong>like \u201cwebsite maker free\u201d. And this is the most interesting category.<\/li>\n<\/ul>\n\n\n\n<p>So let\u2019s take this page for example: <a href=\"https:\/\/blog.hubspot.com\/marketing\/free-website-builders\">7 Best Free Website Builders to Check Out in 2024 [+Pros &amp; Cons]<\/a>. <\/p>\n\n\n\n<p>Initially, they created the page before offering a CMS. When they introduced the CMS later in 2022, they had find a way to drive more traffic to pages that mentioned that feature.<\/p>\n\n\n\n<p>Unfortunately for them, as you can see on the organic traffic chart below, since they added that feature (arrows) the traffic has been quite volatile.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1508\" height=\"916\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-traffic-performance-via-ahrefs-1-1.png\" alt=\"Organic traffic performance via Ahrefs. \" class=\"wp-image-176573\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-traffic-performance-via-ahrefs-1-1.png 1508w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-traffic-performance-via-ahrefs-1-1-680x413.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/organic-traffic-performance-via-ahrefs-1-1-768x467.png 768w\" sizes=\"auto, (max-width: 1508px) 100vw, 1508px\"><\/figure>\n\n\n\n<p>The volatility is caused by keyword rankings they keep gaining and losing. The more established website builder tools get them, probably because of their authority in that&nbsp;area.<\/p>\n\n\n\n<p>Here\u2019s an example: \u201cwebsite maker free\u201d with 2.5K volume and 98 KD. Below you can find their ranking history.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"542\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-graph-via-ahrefs-1-1.png\" alt=\"Position history graph via Ahrefs. \" class=\"wp-image-176574\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-graph-via-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-graph-via-ahrefs-1-1-680x180.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-graph-via-ahrefs-1-1-768x203.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/position-history-graph-via-ahrefs-1-1-1536x407.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>And here you can see their ads position history chart, showing the point where HubSpot probably realized buying those keywords would be a better idea.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"921\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ads-position-history-via-ahrefs-1-1.png\" alt=\"Ads position history via Ahrefs. \" class=\"wp-image-176575\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ads-position-history-via-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ads-position-history-via-ahrefs-1-1-680x306.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ads-position-history-via-ahrefs-1-1-768x345.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/ads-position-history-via-ahrefs-1-1-1536x691.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>And it worked. Looks like they\u2019re squeezing some traffic out of that keyword after&nbsp;all.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1322\" height=\"630\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/an-example-paid-keyword-from-hubspot-1-1.png\" alt=\"An example paid keyword from HubSpot.\" class=\"wp-image-176576\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/an-example-paid-keyword-from-hubspot-1-1.png 1322w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/an-example-paid-keyword-from-hubspot-1-1-680x324.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/an-example-paid-keyword-from-hubspot-1-1-768x366.png 768w\" sizes=\"auto, (max-width: 1322px) 100vw, 1322px\"><\/figure>\n\n\n\n<p>I think it\u2019s a smart move. Some keywords are just too hard to catch. When your SEO tricks don\u2019t work, but the keyword is still worth it, bidding on it becomes more reasonable than wasting time devising clever tactics to&nbsp;rank.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-176517-_bkedqriseqzs\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>A small bonus for Ahrefs users: if you want to earn a link from HubSpot, help them remove some of those 3080 broken external links. Head over to <a href=\"https:\/\/ahrefs.com\/site-explorer\"><strong>Site Explorer<\/strong><\/a> &gt; <strong>Outgoing<\/strong> &gt; <strong>Broken Links <\/strong>(and read our guide on <a href=\"https:\/\/ahrefs.com\/blog\/broken-link-building\/\">broken link building<\/a>).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1419\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/broken-links-report-via-ahrefs-1-1.png\" alt=\"Broken links report via Ahrefs. \" class=\"wp-image-176577\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/broken-links-report-via-ahrefs-1-1.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/broken-links-report-via-ahrefs-1-1-613x425.png 613w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/broken-links-report-via-ahrefs-1-1-768x532.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/broken-links-report-via-ahrefs-1-1-1536x1064.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Want to share an interesting finding about HubSpot SEO strategy? Have comments? Let me know on <a href=\"https:\/\/x.com\/m_makosiewicz\">X<\/a> or <a href=\"https:\/\/www.linkedin.com\/in\/mateusz-makosiewicz-38154b67\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>They have a special place in content marketing and SEO history. They were among the early champions of inbound and content marketing and living proof that SEO is a great marketing tactic. Just copying what they do for SEO would<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414,335],"tags":[],"coauthors":[412],"class_list":["post-176517","post","type-post","status-publish","format-standard","hentry","category-data-studies","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>9 Surprising Takeaways From Analyzing HubSpot&#039;s SEO Strategy<\/title>\n<meta name=\"description\" content=\"I nerded out over HubSpot&#039;s SEO. Here&#039;s everything that blew my mind.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/hubspot-seo-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"9 Surprising Takeaways From Analyzing HubSpot&#039;s SEO Strategy\" \/>\n<meta property=\"og:description\" content=\"I nerded out over HubSpot&#039;s SEO. Here&#039;s everything that blew my mind.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/hubspot-seo-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-27T15:09:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-27T15:10:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/06\/the-size-of-hubspots-blog-in-traffic-1-1.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"9 Surprising Takeaways From Analyzing HubSpot\u2019s SEO Strategy\",\"datePublished\":\"2024-06-27T15:09:56+00:00\",\"dateModified\":\"2024-06-27T15:10:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/\"},\"wordCount\":2170,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/06\\\/9-surprising-takeaways-from-analyzing-hubspot8217s-by-mateusz-makosiewicz-data-studies.jpg\",\"articleSection\":[\"Data &amp; Studies\",\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/\",\"name\":\"9 Surprising Takeaways From Analyzing HubSpot's SEO Strategy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/hubspot-seo-case-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/06\\\/the-size-of-hubspots-blog-in-traffic-1-1.png\",\"datePublished\":\"2024-06-27T15:09:56+00:00\",\"dateModified\":\"2024-06-27T15:10:15+00:00\",\"description\":\"I nerded out over HubSpot's SEO. 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