B2B SEO has become an important element of a successful marketing strategy, helping B2B businesses improve their online visibility and credibility.
In this post, you’ll find 10 up-to-date B2B SEO statistics for 2024.
Let’s dive right in!
Internet search results are the primary source for product discovery among B2B buyers in the US (Statista)
66% of B2B buyers turn to internet search results when exploring products they plan to buy, rather than relying on industry publications or relevant trade shows.
Here’s a complete breakdown of the most popular channels for B2B product discovery:
| Channel | Share of B2B Buyers |
|---|---|
| Internet Search Results | 66% |
| Online Marketplaces | 50% |
| Product Catalog | 43% |
| Industry Associations | 42% |
| Online Adverts | 35% |
| Referrals | 33% |
| Industry Publications | 29% |
| Physical Advertising | 24% |
| Trade Shows | 23% |
| Social Media Advertising | 23% |
| TV Advertising | 14% |
SEO is the most used marketing tactic among B2B companies (Sagefrog)
Among surveyed B2B marketers, 49% of respondents claim to implement SEO in their marketing strategy, more than any other tactic. Content marketing and organic social media remain a priority for B2B businesses.
Here’s a complete breakdown of the most implemented marketing tactics among B2B marketers:
| Marketing Tactic | Share of B2B Marketers |
|---|---|
| Search Engine Optimization (SEO) | 49% |
| Content Marketing | 43% |
| Organic Social Media | 43% |
| Email Marketing | 36% |
| Paid Social Media | 35% |
| In-Person Tradeshows & Events | 35% |
| Virtual Events & Webinars | 28% |
| Search Engine Marketing (SEM) | 27% |
| Public Relations | 27% |
| Video Marketing | 21% |
| Direct Marketing | 20% |
| Telemarketing | 20% |
| Print Advertisements | 12% |
B2B organizations allocate 15% of their marketing spend to SEO (Sagefrog)
B2B organizations spend around 15% of total marketing spend on SEO, that’s more than on AI chatbots (12%) or video marketing (9%)
Here’s a table with the top areas of marketing spend among B2B companies:
| Channel | Share of Marketing Spend |
|---|---|
| In-Person Tradeshows and Events | 25% |
| Direct Marketing | 23% |
| Content Marketing | 23% |
| Directories and Sponsorships | 23% |
| Print Advertisements | 22% |
| Public Relations | 21% |
| Paid Social Media | 21% |
| Email Marketing | 20% |
| Branding | 20% |
| Marketing Technology | 17% |
| Search Engine Marketing | 17% |
| Search Engine Optimization | 15% |
| Virtual Events and Webinars | 15% |
| AI Chatbots | 12% |
| Video Marketing | 9% |
| Market Research | 9% |
| Website Development | 8% |
23% of B2B marketers claim organic search is the most effective channel for driving revenue (Wpromote)
Organic search ranks among the most effective revenue-driving marketing channels, behind display advertising (36%) and paid search (32%).
Here’s a complete breakdown of the most effective B2B marketing channels for driving revenue:
| Channel | Share of B2B Marketers |
|---|---|
| Social Media | 60% |
| Content Marketing | 49% |
| 45% | |
| Display Advertising | 36% |
| Paid Search | 32% |
| Organic Search | 23% |
| Streaming TV (CTV, OTT) | 23% |
19% of B2B marketers say SEO contributes the most to achieving top-of-funnel goals (Wpromote)
When it comes to the most effective marketing tactics for achieving top-of-funnel goals (boosting brand awareness and generating leads), 19% of marketers say that’s SEO, more than podcasts (16%) or converged TV (11%).
Here’s a comprehensive overview of effective tactics for achieving top-of-funnel goals:
| Tactic | Share of B2B Marketers |
|---|---|
| Social Media | 50% |
| 43% | |
| In-Person / Live Events | 34% |
| Video | 30% |
| Interactive Content | 30% |
| Influencer Marketing | 30% |
| Paid Search | 28% |
| Site Content | 26% |
| Direct Mail | 24% |
| Virtual Events | 23% |
| Account-Based Marketing | 22% |
| SEO | 19% |
| Podcasts | 16% |
| Converged TV | 11% |
17% of B2B marketers consider SEO as a key contributor to achieving bottom-of-funnel goals (Wpromote)
SEO is a key element of the marketing mix in achieving bottom-of-funnel goals, according to 17% of surveyed marketers. Social media and email remain the most effective bottom-funnel channels.
| Tactic | Share of B2B Marketers |
|---|---|
| Social Media | 46% |
| 40% | |
| Paid Search | 30% |
| In-Person / Live Events | 30% |
| Direct Mail | 28% |
| Video | 27% |
| Interactive Content | 26% |
| Influencer Marketing | 25% |
| Virtual Events | 23% |
| Account-Based Marketing (ABM) | 22% |
| Site Content | 21% |
| Podcasts | 18% |
| SEO | 17% |
| Converged TV | 14% |
67.6% of organic online traffic clicks originate from the top five organic search results (Gartner)
SEO is a key element in the marketing mix for B2B businesses. The first five organic results account for 67.6% of organic online traffic clicks. By securing an organic placement among these top results, a B2B company can enhance its visibility and improve overall marketing performance.
B2B buyers spend 27% of their time in the purchase journey on online research (Gartner)
B2B buyers spend nearly one-third of their time on the purchase journey on online research, which may include using at least one search engine.
Marketing teams need to align B2B SEO strategy with the buyer purchase journey. And create relevant content to match buyer needs.
Only 3% of B2B content generates external links from multiple websites (Backlinko)
An analysis of 912 million blog posts shows that the vast majority (93%) of B2B content generates no external links. Only 3% of B2B content gets linked to multiple websites.
Organic search is a key lead source (Sagefrog)
According to 15% of B2B marketers, organic search is a key sales and marketing lead source, behind referrals (17%) and account-based marketing (17%).
Here’s a complete breakdown of top lead sources according to B2B marketers:
| Lead Source | Share of B2B Marketers |
|---|---|
| In-Person Tradeshows and Events | 33% |
| Email Marketing | 32% |
| Directories and Sponsorships | 32% |
| Print Advertisements | 27% |
| Direct Marketing | 26% |
| Paid Social Media | 24% |
| Public Relations | 24% |
| Virtual Events and Webinars | 21% |
| Referrals | 17% |
| Account-Based Marketing | 17% |
| Organic Search | 15% |
| Networking | 12% |
| Search Engine Marketing | 12% |
| Telemarketing | 9% |
Conclusion
That’s it for my list of B2B SEO statistics in 2024.
I hope you find them useful.
