In case you’re new here, the HubSpot Blog is HUGE.

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But first, let me give you some background on why we decided to run an audit of this magnitude.

Why We Audited
It all started in early 2023. At the time, my team was called the Historical Optimization team and we sat at the intersection of HubSpot’s SEO and Blog teams.

We were responsible for updating and optimizing our existing blog posts and finding growth opportunities within our library. (We’ve since evolved into what is now the EN Blog Strategy team.)


For context, the blog was home to 13,822 pages in February cyprus phone number material of 2023, the month we began our audit. Ahrefs’ Mateusz Makosiewicz even declared it as the “biggest corporate blog … ever” in an SEO case study earlier this year.

9 Surprising Takeaways From Analyzing HubSpot’s SEO Strategy by Ahrefs’ Mateusz Makosiewicz, HubSpot’s top organic competitors

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While we are fortunate to have a high domain authority and drive millions of visits per month, having a blog of this size does not come without challenges.

As our library ages, the amount of opportunity for new content across our blog properties and clusters shrinks.

So, we decided to audit our library to find opportunities for optimization.

We hypothesized that we could uncover “greenspace” and “quasi-greenspace” — topics that we have covered but haven’t capitalized on that well — by auditing the oldest 4,000 URLs in our library.