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TL;DR: Traffic to the HubSpot Blog flattened out earlier this year after growing steadily since 2006. Our team dug into the trend and found that the decline was due to two main changes in Google search: the addition of featured snippets on Search Engine Result Pages (SERPs) and the increase in conversational search.

  • AO

    Aaron Orendorff

    8 months ago #

    Am I missing something? 1,600+ words and then … "Capture the snippet. Optimize existing posts that are currently not capturing the featured snippet and write net new posts with the snippet (and other search features) in mind."

    Really, Hubspot?!?! Unless I'm missing something — which is ABSOLUTELY possible (in which case, I'll eat these words) that's not exactly helpful :-(

    • JP

      John Phamvan

      8 months ago #

      I think I'd agree with this assessment.
      While I completely appreciate the research, from the title of the post I was expecting more on what to do now that #1 is not enough. From a reader's perspective, I felt there was more focus on the problem and barely enough on the solution.
      More details on how to capture the snippet etc would have made this much more actionable.

  • AG

    Ashley Greene

    8 months ago #

    Great research and insights here.

  • BR

    Brogan Renshaw

    8 months ago #

    The amount of voices searches appearing for one of my clients e-commerce stores has surprised me greatly.

  • BA

    Bhavya Aggarwal

    8 months ago #

    These are some great but surprising insights.
    @matthewbarby So these snippets get picked up by google if there is an exact match on the keyword that the user was searching for? Is there any research on how these snippets really work?

  • AA

    Arash Asli

    8 months ago #

    Times are certainly changing, voice search alone is taking over, and businesses need to look out of the typical SEO box to generate more traffic and leads.

  • JL

    John Lincoln

    8 months ago #

    Well, this is true but many other blogs are up. Hub spot also has short content that is not often updated. I'm just a bit skeptical because I see great gains for current clients.

  • PD

    Prasad Dusane

    8 months ago #

    Great Stuff, I like the point how Google is eating traffic of blogs by providing a snippet.

  • FG

    Ferdinand Götzen

    8 months ago #

    Some more great research and content by HubSpot!

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