Welcome back to The Hypha Wire!

My colleague and I have been discussing SEO recently and the evolving nature of best practices. We put together a great guide that we’ll publish in a week or so, but ahead of that, I wanted to share some takeaways that should always be top of mind.

Google processes over 8.5 billion searches daily, and as such, SEO remains one of the most powerful connections to potential customers. Whether they’re typing queries or asking AI assistants, the fundamentals haven’t changed: delivering value matters most.

Quick SEO Reminders:

Technical Foundations First: Your site must be technically sound before anything else. Ensure fast loading times, mobile responsiveness, and proper indexing. A beautiful website is useless if search engines can’t crawl it effectively.

Content That Serves Two Purposes: Create content that balances search algorithms with genuine user value. The most sustainable results come from answering real questions people ask, not chasing keyword density.

AI-Ready Content Structure: As AI search tools evolve, structured data becomes increasingly critical. Clear headers, FAQ sections, and concise answers help both traditional search and AI-generated responses find and feature your content.

Monitor, Adapt, Repeat: Set up consistent monitoring of your SEO performance. The businesses that thrive aren’t those with the biggest budgets but those who adapt quickest to algorithm changes and emerging search patterns.

Industry-Specific Research: Generic keyword strategies fail. Invest time in researching exactly how your ideal customers search within your specific industry. These targeted approaches yield significantly better results than broad tactics.

Remember: Effective SEO isn’t about chasing algorithms—it’s about understanding what real people need and being there at the exact moment they’re looking for solutions you provide. The companies that best understand their audience’s questions will always outperform competitors focused solely on technical tricks.

-Sage Levene, VP of Marketing, Hypha HubSpot Development

Open Mic

Adventures in AI Video Land

By Jake Stringfellow, Senior Web Developer, Hypha HubSpot Development

My recent dive into AI video generation began with a client’s request to visualize “streamlined” data. This journey into tools like Kling AI, RunwayML, Minimax, and Claude revealed that success heavily depends on strategically engineered prompts and carefully chosen reference images. By leveraging multiple AI tools to inspire and refine my prompts, I slowly iterated my way toward the goal with these powerful but sometimes unpredictable tools.

The process was humbling—taking hours of learning, refining, and regeneration. I found myself constantly tweaking approaches as each platform responded differently to similar prompts. When facing roadblocks with one tool, switching to another often provided the breakthrough I needed. This constant iteration ultimately paid off with a dynamic animation that communicates a clean, effective data process. That said, I learned some very important lessons to incorporate into my next project.

Key Takeaways:

• Use complementary AI tools (ChatGPT, Claude) to suggest and refine your generation prompts.
  
  
• Recognize each tool’s unique strengths and match them to specific visual requests.
  
  
• Document your successful prompts and techniques—what you learn now will dramatically affect the efficiency and effectiveness of future projects as this technology continues to grow and evolve.

Second Hand News

Time: Amazon Makes Last-Minute Bid to Buy TikTok as U.S. Ban Nears ➜

Another player enters the race. I saw someone remark online that this actually would be a smart move from Amazon as they could reclaim the sales lost due to TikTok Shop.

TechCrunch: AI crawlers cause Wikimedia Commons bandwidth demands to surge 50% ➜

A very interesting story here, and likely a growing problem. 

“The Wikimedia Foundation, the umbrella organization of Wikipedia and a dozen or so other crowdsourced knowledge projects, said on Wednesday that bandwidth consumption for multimedia downloads from Wikimedia Commons has surged by 50% since January 2024.

“The reason, the outfit wrote in a blog post Tuesday, isn’t due to growing demand from knowledge-thirsty humans, but from automated, data-hungry scrapers looking to train AI models.”

Hypha Highlights

The little-known secret across industries is that your employees are already leading the charge toward greater AI adoption at your company—whether leadership realizes it or not.

According to McKinsey & Company’s report “Superagency in the workplace: Empowering people to unlock AI’s full potential,” the majority of employees describe themselves as “AI optimists.” 

Even more revealing: 3x more employees are using generative AI for a third or more of their work than their leaders even realize.

This doesn’t surprise us at Hypha: Across our organization, team members have naturally gravitated toward tools like Claude, ChatGPT, Perplexity, and HubSpot’s built-in AI capabilities to enhance their daily work. 

As HubSpot platform engineers, our technical expertise has enabled us to explore these AI tools more deeply and integrate them more effectively into our workflows. 

What started as individual experimentation has evolved into a company-wide approach to working smarter, not harder.

Here’s how we’re embracing AI across Hypha—and the lessons we’ve learned along the way.

Read: How We’re Integrating AI at Hypha—And Why It’s Working ➜

5 Star Review

Industry: Business Services - General

Services provided: Content Creation, CRM Migration, Website Design, Website Development, Website Migration, and HubSpot Onboarding

HubSpot Hacks

Our Senior Platform Specialist, Kevin Campbell, is back with some HubSpot Beta breakdowns!

Custom Surveys API. Folks can now pull survey results via API. This is a fantastic update for teams who don’t have HubSpot access, but still want to review/report results externally!

Customize Deal Insights. Who doesn’t love seeing dollar signs right at the top of the page? We all do! But what if you wanted to see more alongside those dollar signs. Well, now you can! You can now customize the analytics that appear at the top of the Card View of Deals.

Create Lists from Index Page. Hallelujah, what a HUGE quality of life upgrade! Previously, you’d need to create a List under the Lists tool, then go back to the Object index page, THEN add the objects to a List, leaving you totally exhausted. No more! Save those clicks and create Lists right from the Objects index page.

Create Workflow Updates. You ever look in a drawer and say, “there has to be a better way to organize this stuff?” That’s how I’ve always felt about the Workflow actions. And with this update, I think they really nailed it.

Helpdesk Drafts. Drafts are important! Whether it’s beers or emails, you never want to waste a good one! And previously, teams had to refresh their pages mid-email in HubSpot, and were losing those drafts. So let’s pour one out for all those lost drafts, because those days are over. Now, HubSpot saves email drafts from within the Helpdesk.

Breeze Suggested Properties in Reports. Nothing quite like some guidance! And now, Breeze can be that guidance from within Reports! Now, AI can serve up suggestions when building reports. This is a huge win for Marketers who aren’t as close to the data, but know what they need. Very helpful stuff!

Rename HubSpot Defined Objects. I never thought this day would come, but it did. You can now RENAME HubSpot core objects...I’ve...I’ve got to go lie down somewhere.

Workflow Enrollment from Records. This is a huge win! Now, teams can enroll objects in a workflow from an in-object card! This is a huge quality of life upgrade.

AI in Action

News, updates and tools from the AI industry.

Google DeepMind has published a strategy paper on developing safe artificial general intelligence (AGI).

DeepMind CEO Demis Hassabis estimates early AGI could emerge within 5–10 years, with 2030 noted as a possible date for “powerful AI systems.”

Key safety priorities include:

• Preventing misuse (like spreading disinformation)

• Addressing misalignment (when AI pursues goals contrary to human intent)

Looking at the big picture, researchers don’t think we’ll hit any major roadblocks with power supply or hardware when it comes to scaling up to AGI.

DeepMind’s team basically concluded that we have what it takes to keep pushing forward—not only is it technically doable, but the economic incentives are strong enough to make it happen. Companies see the potential value in advanced AI, so they’re willing to make the necessary investments despite the significant costs involved.

Read more: Google Deepmind says AGI might outthink humans by 2030, and it’s planning for the risks

Newsletter Neighbors

Exploding Topics Newsletter

”Find trending topics before they take off. Each week, we’ll send you our best Exploding Topics. Plus, expert insight and analysis.“

How can we help you?

Specialty: AI Services

Thanks for reading. Catch you next week! -Team Hypha