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Vendor reportHubSpot, 2026

Rewriting SEO for how search now works is the top trend marketers are exploring

Content production

41%

of marketers name updating SEO for search changes as the top trend they are exploring

Reader Note:
Self-reported. "Exploring" is the report's own word - this measures intent and attention, not work completed or results achieved. Note the report's separate list of trends teams are currently exploring puts AI-generated personalised content first and SEO updates fourth, so the two rankings in this report do not agree with each other on what the top trend is.
Evidence:
Self-reported behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

  • Exact numbers, or saying that one thing caused another.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
  • The source says how much it looked at, but not how any of it was chosen.

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