Organic traffic is still worth tracking — just not all of it

HubSpot changed the name of its flagship conference from INBOUND to UNBOUND. 

This wasn’t a casual rebrand. It reflected a broader shift away from legacy SEO strategies built around top-of-funnel traffic. Modern search is shifting closer to a zero-click environment:

• The click-through rate curve is collapsing. We know that roughly 60% of searches now end without a single click to the…