Marketing Letter - 🫡 Respecting HubSpot’s SEO Game

GM dorks,

Welcome back to the newsletter that knows you’re built different:

(s/o Semrush for the graphic, but what they don’t know is that real ones run on creatine.)

Here’s what’s good this week:

→ Vital GenAI Info for SMBs 🤖
→ Respecting HubSpot’s SEO Game 🫡
→ TikTok’s Dominant E-Commerce Moves 📈
→ Quora’s Rise in the SERPs: Worth Gaming? 👀
→ more, obviously 💬
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But first…

​This Week's Pod 🗣️🎙️​

I recently tested out the OneClick Citation software and I have to say, I was not impressed. In today's video, I get to share my complete review of the software and why I believe it falls short. Tune in.

​YouTube​​

What’s Going Down @ Google 📊

→ The June 2024 Spam Update is done rolling out, here’s everything to know about it so far.

→ Still no UI fix for GA4, but 5 new features just dropped: Third-party ad data, cross-channel budgeting, "Campaign Manager 360," GA4 AI, and cookieless measurement. For more on what any or all of these means, you know the drill. Click through.

→ This piece explains why the Ad Experience Report in GSC fails site owners. Basically, the report was meant to assist site owners in making sense of when their ad strategies were crossing the line and becoming disruptive, but it “unfortunately only flags the worst of the worst.” The result? “If you're a site owner confused about aggressive and disruptive ads, then know that the Ad Experience Report in GSC might actually be making things MORE confusing.”

→ Good news! Some site owners obliterated by the HCU are seeing “microscopic” gains!

→ BTW, Google is axing “continuous scroll” in Search results, returning to the class page bar.

→ Google is also testing Link Cards at the top of its AI Overviews.

Social Media Round-up 📲

→ If you’re a Moz-head, this piece on how to use the STAT Search Analytics tool to step up your SEO, specifically by gaming Reddit, is a must-read. Even if you don’t use the tool, the piece has some good stuff to say on viewing Reddit as more than just a B2C channel— it’s also the site of lots of B2B buyer discussion, research, and information gathering. Here’s an X breakdown of the article if you want the TLDR.

→ An SEO who wanted to see what’s doing good on Google these days tested 10,000 "best [product]" search results and discovered something that had never happened before: Quora hit the top three domains overall. Quora's Search traffic has quadrupled over the last year, but does that mean we should be taking it seriously? Click through for one take.

→ TikTok E-commerce is making waves. Not only did TikTok shop see “a 13% jump in orders from April to May, as TikTok appears to be hiring hundreds of employees in the US to support its e-commerce efforts,” but the app is:

- challenging “Amazon Prime Day” by launching its own July sales event a week previous
- dropping its “SOAR Together” e-commerce initiatives for “Supporting Our Artisans and Retailers,” including a 6-week training program providing support for women-owned businesses to succeed in selling on the app
- sharing a strategy guide for “driving summer sales”

→ YouTube Premium is adding a “Jump Ahead” feature which “shows and takes you to where most people skip to in a video,” as well as Picture-in-Picture for Shorts

AI Insight 🤖

→ If you’re still looking to refine and perfect your small business’s AI strategy, check this guide by OnDeck. Compiling data from industry leaders, the article shares some solid info:

- 75% of the economic value of generative AI belongs to "marketing & sales," "customer operations," "software engineering," and r & d
- 76% of marketing professionals use AI for content creation
- 62% of marketing professionals use AI for creating image assets,
- 60-70% of "the average employee's daily workload" could be absorbed by generative AI

Among other topics, the guide also details ways small businesses can use text, image, and video generators, and dives into the pros and cons of the biggest free and paid tools for doing so.

→ OpenAI continues making powerful partners, teaming up w/ TIME Magazine and gaining access to “current and historic content from TIME's extensive archives from the last 101 years to enhance OpenAI products and display in response to user inquiries.”

→ Tons of AI-focused updates are being dropped by Shopify, including that its AI ‘Sidekick’ chatbot for merchants is now in early access.

Case Study of the Week: Respect HubSpot

→ HubSpot has legendary status among many digital marketers, and for good reason. They won big and continue to win bigger. This Ahrefs piece analyzing Hubspot’s SEO strategy and coming away with 9 “surprising” insights is worth a read. Here are five that should get you hooked enough to click through for the other four:

- At 8.2M organic visits per month and evaluated at $5.3M+ in ad rev, "HubSpot’s blog is the biggest corporate blog ever regarding search traffic."

- A one-pager titled “Email Signature Template Generator” is "enough for the page to rank for 5.9K keywords, bringing in 134K of free traffic from Google each month, and it even earned 22.7K backlinks."

- “Most traffic comes from topics like shrug emoji and famous quotes”

- “Despite the huge volume of free traffic, they still buy a portion of their traffic from Google… bidding on 2367 keywords, with CPC from $0.01 to $45.7”

- “Low-performing content gets pruned to support other content”

Some of these may help you with your own SEO strategy and others are just interesting.

Jacky Chou​
Founder of Indexsy
hello@indexsy.com
Let's Connect on Twitter👇

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