SEO News & Analysis

HubSpot (HUBS) Loses 140 Million Visits Due to AI Search Changes

HubSpot (HUBS) experienced a decline of 140 million website visits in one year due to changes in how users search for information, increasingly favoring AI tools. Search engines have adjusted algorithms, resulting in a 60%-70% drop in click-through rates for queries featuring AI overviews. The firm emphasizes the importance of answer engine optimisation (AEO) alongside traditional search engine optimisation (SEO) to remain competitive. Adapting to these changes in consumer behavior is essential for businesses like HubSpot to maintain visibility and engagement.