How HubSpot Lost Its SEO Crown - And What You Can Learn

About this Video

• Video Title: How HubSpot Lost Its SEO Crown - And What You Can Learn
• Channel: Edward Sturm
• Speakers: Edward Sturm
• Duration: 00:07:25

Introduction

This video discusses HubSpot's significant decline in organic Google search traffic, from 24 million clicks per month to 4.2 million. The speaker attributes this to HubSpot's lack of topical authority, focusing on the importance of niche expertise in SEO success. The video uses HubSpot as a case study to illustrate the benefits of focusing on a specific niche and building topical authority.

Key Takeaways

• HubSpot's SEO decline: HubSpot experienced a dramatic drop in organic traffic, highlighting the risks of broad content strategies.
• Topical authority's importance: Focusing on a specific niche (topical authority) is crucial for SEO success. A website with deep expertise in a niche is more likely to rank highly than a site with broad, shallow content.
• Case study: Outranking the New York Times: The speaker recounts outranking the New York Times for a keyword related to distance learning due to superior topical authority in the education technology niche.
• Building topical authority: Practical steps to build topical authority include creating niche-focused content, having a relevant "About" page, submitting to niche directories, engaging with journalists in the field, and appearing on relevant podcasts.
• The "Riches in Niches" principle: Concentrating on a specific niche significantly improves SEO ranking, speed, and longevity.