How HubSpot Captures $66.61M in Traffic Value Monthly - A Marketing Strategy Breakdown
By Team Inblog ⋅ March 19, 2025
HubSpot is an AI-powered, all-in-one customer relationship management platform that unites marketing, sales, and service teams to help businesses grow better. HubSpot has successfully generated $66.61M in traffic cost value through its SEO strategies as of March, 2025. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.
In this article, we’ll dive into the key marketing strategies that contributed to their success.
Keyword Strategies
A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.
Boost SERP Rankings by Understanding Search Intent
The key to this strategy’s success is HubSpot's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.
There are four main types of search intent:
- Informational: When someone is looking to learn more (e.g., “What is hubspot?”)
- Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”).
- Commercial: When someone is comparing options (e.g., “hubspot vs. Competitors”).
- Transactional: When someone is ready to buy, use, or download something (e.g., “hubspot Pricing”).
As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.
Considering various keyword variations that users might search for in areas like UX or template solutions, HubSpot's top 1,000 organic keywords have been categorized into these intent types.
| Intent Type | Share (%) | Top Keywords |
|---|---|---|
| Informational | 40.72% | shrug emoji, outlook, shrug |
| Navigational | 34.78% | hubspot, instagram, google drive |
| Commercial | 21.45% | hubspot, hubspot crm, hubspot pricing |
| Transactional | 3.04% | creative brief, media kit, hubspot signature generator |
Notably, navigational are displayed using examples such as "hubspot", "instagram", "google drive", "hubspot login", "yahoo mail", "whatsapp", "google sheets", "hubspot academy", "google calendar", "email signature generator", and they account for the largest share, contributing $6.03M in traffic cost.
Optimizing Content for Search Intent
To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.
Below are the top five pages on HubSpot that generate the most organic traffic through content optimized for keyword intent:
| URL | Keyword | Position | Search Volume | Traffic | Traffic Value |
|---|---|---|---|---|---|
| https://blog.hubspot.com/sales/famous-quotes | famous quotes | 1 | 46,363 | 10,975 | $3,402 |
| https://www.hubspot.com/email-signature-generator | email signature | 2 | 43,127 | 9,231 | $66,093 |
| https://blog.hubspot.com/marketing/inspiring-company-mission-statements | mission statement | 1 | 23,130 | 5,856 | $8,022 |
| https://www.hubspot.com/email-signature-generator/set-up-gmail-account | create new gmail account | 8 | 107,186 | 3,516 | $13,536 |
| https://blog.hubspot.com/website/json-files | what is a json file | 1 | 6,600 | 3,375 | $2,598 |
HubSpot's approach centers on traditional content marketing, where long-form guides rank for a wide range of keywords. This structured approach to content not only boosts rankings but also ensures that searchers find exactly what they're looking for.
Choosing the Right Keywords to Attract Quality Traffic
HubSpot ranks for 1192480 organic keywords. One of the biggest contributors to HubSpot’s organic success is their ability to rank for high-value, non-branded keywords with strong search intent. Here’s a closer look at a long-tail keyword cluster centered around branding and business identity:
| Keyword | Position | Search Volume | Traffic |
|---|---|---|---|
| branding | 2 | 23,053 | 6,158 |
| mission statement | 1 | 23,130 | 5,856 |
| company profile | 1 | 1,900 | 3,665 |
| value proposition | 5 | 21,482 | 1,555 |
| positioning statement | 2 | 2,934 | 678 |
On-Page SEO: Keeping a Consistent URL Structure
On-page SEO (also known as on-site SEO) refers to all the optimizations that can be made within a webpage itself to improve its rankings on search engine results pages (SERPs). When optimizing, it's crucial to review factors like title tags, meta descriptions, URLs, headings, subheadings, and keyword placement, while ensuring content remains high-quality.
HubSpot follows a clear and structured URL format that incorporates distinct subfolders or categories along with core keywords. This consistency not only enhances user experience by immediately communicating the page’s focus, but it also contributes significantly to technical SEO by making site navigation and search engine crawling more efficient.
This hierarchical URL structure simplifies navigation and ensures that each page’s purpose is easily understood at a glance. It supports technical SEO efforts and reinforces HubSpot’s commitment to user-friendly design.
Examples of URL Structure:
hubspot/[subfolder]
- https://hubspot/careers
- https://hubspot/inbound-marketing
- https://hubspot/products
hubspot/[subfolder]/[keyword]
- https://hubspot/products/crm
- https://hubspot/email-signature-generator/organize-outlook
- https://hubspot/email-signature-generator/set-up-gmail-account
Conclusion
This report provides an integrated overview of HubSpot’s successful marketing strategy that has generated $66.61M in monthly traffic value. It details how HubSpot leverages search intent through keyword targeting, content optimization, and on-page SEO improvements to dominate SERPs and drive high-quality traffic.