""Buyers used to start with your content on your website. Now, they are everywhere but your website" joked Hubspot CEO Yamini Rangan. "AI overviews [are] providing the answers at the top of every search. 60% of Google searches end up in zero clicks. Zero. That is why organic traffic is down. "The traffic apocalypse" It's a familiar story with marketing teams across the world. Customer behavior has changed rapidly, leaving teams scrambling to change their tactics and strategies."
""It's so bad that people are calling it the traffic apocalypse," Rangan warns. "Your content isn't broken, but that link from search to your blog - it's just gone. That's the big shift, and it's going to accelerate from here. Of course, AI has changed the game. But this presents opportunities, Ragan argues. Whilst AI has overhauled the SEO landscape and has been devastating for some companies, it has also helped other marketing teams to build deeper relationships with their consumer bases, she says.""
HubSpot opened Inbound 2025 with new tools and services including 200 features and an AI playbook called "The Loop". The Loop provides an AI framework to help organisations build human-AI hybrid teams and integrate AI across marketing operations. HubSpot predicts integrating AI will remain crucial and says AI-driven search overviews and zero-click results have reduced organic website traffic, creating a "traffic apocalypse." The company positions AI as an opportunity to map customer intent, deliver personal and contextual content, and improve conversion. The new tools aim to help teams engage audiences more meaningfully and consolidate brand image through tailored communication strategies.
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