In the ever-changing landscape of digital marketing, the importance of creating high-quality, relevant content cannot be overstated. Recent developments in the SEO world have brought this reality into sharp focus.
NB: This is an article from Three&Six, one of our Expert Partners
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HubSpot, a company renowned for its thought leadership and extensive content library, has experienced a significant dip in organic traffic – a decline that many attribute to shifting search algorithms and the increasing demand for content relevance.
Let’s explore why this happened, what it means for your content strategy, and how to future-proof your approach in a world that prioritizes value over volume. We’ll also draw parallels to the hotel and travel industry, where staying relevant can make or break your business.
What Happened with HubSpot’s SEO?
HubSpot has long been a beacon in the inbound marketing space, publishing thousands of blog posts, guides, and resources to educate marketers and businesses. However, even giants aren’t immune to the changing tides of SEO. Recently, HubSpot’s organic traffic took a hit, and industry experts suggest the culprit may be a lack of relevance in its older content.
Over the years, HubSpot built an extensive repository of articles. But as search algorithms evolve, they’re increasingly designed to prioritize content that is not only high-quality but also timely and highly relevant to user intent. Posts that were once top-performing may now be seen as outdated or no longer aligned with the specific queries users are making today.
This case underscores a critical lesson: the days of relying solely on volume or legacy content are over. Search engines are now laser-focused on delivering the most relevant answers to users – and businesses must adapt.
Why It Matters for Hotels and Hospitality Brands
The modern search engine landscape is built on one fundamental principle: serving users the best possible experience. Here are the key reasons why quality and relevance should anchor your content strategy – particularly in the hotel and travel industry:
Search Algorithms Reward Intent
Machine learning and AI advancements mean search engines can now understand nuance, context, and intent better than ever before. They reward content that:
- Addresses user queries comprehensively
- Reflects expertise and authority
- Provides fresh, updated insights
For hoteliers, this could mean creating content that goes beyond generic travel tips. For example, instead of a broad “Top 10 Things to Do in [Destination],” focus on highly specific niches like “Rainy Day Activities Near [Hotel Name]” or “The Best Local Coffee Shops Within Walking Distance.”
