HubSpot loses 80% of search traffic yet revenue keeps growing — proof that visits aren't the metric

Context

HubSpot saw its organic traffic fall roughly 80%, yet revenue continued to grow, according to CMO Kipp Bodnar as covered by Search Engine Journal. The case argues SEO teams should measure revenue per visit, track conversions from AI referrals, and build audiences beyond Google. Relevant for SEO and content leaders whose reporting still centres on raw traffic volume.