Brandwave

Google Skillshop vs HubSpot Academy:Which is more popular?

In October 2026, HubSpot Academy had more branded searches than Google Skillshop among digital marketing courses worldwide. HubSpot Academy had about 135,000 branded searches, while Google Skillshop had 115,000. HubSpot Academy made up 35.7% of all digital marketing course searches we track, and Google Skillshop accounted for 30.3%. When we asked ChatGPT and Google AI Overviews about digital marketing courses, HubSpot Academy appeared in all five answers and Google Skillshop in three. HubSpot Academy was mentioned before Google Skillshop in every answer.

Among digital marketing courses worldwide in October 2026

Who do people search for more?

HubSpot Academy, about 18% more searches than Google Skillshop

HubSpot Academy 135K searchesGoogle Skillshop 115K searches

Who does AI mention more?

HubSpot Academy, mentioned in every answer we collected

HubSpot Academy in 5 of 5Google Skillshop in 3 of 5

Who does AI recommend more?

HubSpot Academy, named ahead of Google Skillshop in every answer

HubSpot Academy first in 4Google Skillshop never first

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Top digital marketing courses in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot Academy appeared in all five answers. Google Skillshop was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. HubSpot Academy was listed before Google Skillshop in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HubSpot Academy1st
  2. Google Skillshop2nd
  3. Semrush Academy3rd
  4. Meta Blueprint4th
  5. Digital Marketing Institute5th
  6. Google Digital Garage–
  7. CXL–
  8. Reforge–
  9. DigitalMarketer–
  10. Growth Tribe–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot Academy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Skillshop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Semrush Academy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Meta Blueprint1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Digital Marketing Institute1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Digital Garage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CXL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Reforge0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DigitalMarketer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Growth Tribe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about digital marketing courses

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on November 9, 2026.

Sites the answers about digital marketing courses cited

22 sites

  1. academy.hubspot.com, cited in 5 of 5 answers

  2. classcentral.com, cited in 3 of 5 answers

  3. coursera.org, cited in 3 of 5 answers

  4. semrush.com, cited in 2 of 5 answers

  5. skillshop.withgoogle.com, cited in 2 of 5 answers

  6. reddit.com, cited in 2 of 5 answers

  7. grow.google, cited in 2 of 5 answers

  8. uclaextension.edu, cited in 2 of 5 answers

  9. facebook.com, cited in 1 of 5 answers

  10. udacity.com, cited in 1 of 5 answers

  11. onlinecourseing.com, cited in 1 of 5 answers

  12. stuartkerrs.com, cited in 1 of 5 answers

Is Google Skillshop or HubSpot Academy more popular in search?

This chart shows how often people search Google for Google Skillshop and HubSpot Academy by name. Each line represents a brand's share of searches for all ten digital marketing course brands we track, month by month, from English-language searches worldwide.

Google Skillshop and HubSpot Academy among digital marketing courses worldwide, by month

Share of searches by month for HubSpot Academy, Google Skillshop. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpot AcademyGoogle SkillshopGoogle Digital GarageMeta BlueprintCXLReforgeSemrush AcademyDigital Marketing InstituteDigitalMarketerGrowth Tribe
Nov 202526.8%24.6%22.1%8.1%6.8%6.6%2%2.4%0.39%0.32%
Dec 202523.9%26.7%23.9%7.2%6.1%7.2%2.1%2.1%0.42%0.26%
Jan 202625.7%31.3%21%6.3%5.4%6.3%1.5%1.9%0.36%0.25%
Feb 202630.7%25%20.6%7.5%5.3%6.2%1.8%2.3%0.36%0.23%
Mar 202627.3%27.2%22.3%6.7%4.8%6.7%2%2.5%0.32%0.2%
Apr 202627.8%27.7%22.7%6.8%4.8%5.6%2%2%0.33%0.18%
May 202630.6%26%20.5%7.5%5.3%5%1.8%2.7%0.36%0.16%
Jun 202632%27.1%17.5%7.8%5.5%5.3%1.9%2.3%0.31%0.17%
Jul 202632.4%29.5%14.5%7.9%4.6%4.4%1.9%4.4%0.26%0.14%
Aug 202634%31.1%12.5%8.4%4.7%4.6%1.7%2.5%0.39%0.12%
Sep 202632%33.2%11.7%7.9%5.4%5.3%2.3%1.6%0.45%0.14%
Oct 202635.7%30.3%8.7%8.7%7.3%4.8%2.1%1.7%0.5%0.16%

How has branded search for Google Skillshop and HubSpot Academy changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending October 2026: Google Skillshop took it in December 2025, HubSpot Academy took it in February 2026, Google Skillshop took it in September 2026, HubSpot Academy took it in October 2026.
  • Across the 12 months ending October 2026, Google Skillshop’s share of searches among digital marketing courses worldwide moved from 24.6% to 30.3%, and its estimated monthly branded searches moved from 101K to 115K.
  • Across the 12 months ending October 2026, HubSpot Academy’s share of searches among digital marketing courses worldwide moved from 26.8% to 35.7%, and its estimated monthly branded searches moved from 110K to 135K.

How did search popularity change for digital marketing courses worldwide in October 2026?

2 changes

  1. In October 2026, HubSpot Academy overtook Google Skillshop to become the leader among digital marketing courses worldwide, with 35.7% of the searches.

  2. In October 2026, Google Skillshop lost share of searches among digital marketing courses worldwide, from 33.2% to 30.3%.

How are Google Skillshop’s and HubSpot Academy’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Google Skillshop’s and HubSpot Academy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Google Skillshop

2 branded search terms

  • google skillshop
  • skillshop

HubSpot Academy

1 branded search term

  • hubspot academy

How the Brand Demand Index is measured

Other head-to-heads among digital marketing courses

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