60+ B2B SEO Stats and Trends in 2024

Updated on June 5 2024

B2B buyers are very different from the B2B audience. For example, B2B buyers are more likely to spend time on research about any particular product rather than a B2C consumer who can even make impulsive purchase by seeing an ad.

Hence, it is important that you know about your audience. If you are into B2B segment, we have got some insightful B2B SEO stats and trends that can help you make better SEO strategies.

Top B2B SEO Stats and Trends

Top 10 B2B SEO Statistics

B2B SEO Stats and Industry Insights

  1. B2B Purchase Journey Initiation: B2B buyers are known for their meticulous and research-driven decision-making. 27% of B2B purchase journeys start with online searches, with 41% of buyers visiting at least three websites before engaging with sales. (Source: Gartner)
  2. Primary B2B Marketing Tactics: SEO leads as the most implemented B2B marketing tactic, with 49% of companies utilizing it, followed by content marketing at 43%. (Source: Growfusely)
  3. Anticipated SEO Budget Changes: 56% of participants expect SEO budgets to increase, 38.1% foresee no change, and only 5.9% expect budget decreases. (Source: SEJ)
  4. Enterprise SEO Investment: 45% of enterprise-level companies invest over $20,000 monthly in SEO, while the majority of small businesses invest less than $1,000. (Source: Skale)
  5. Image Searches: 20% of online searches are image searches. (Source: Sparktoro)
  6. Impact of PPC and SEO Integration: Combining organic SEO and PPC advertising results in an average 25% increase in clicks and a 27% increase in profits. (Source: Digital Marketing Philippines)
  7. Forward-Looking SEO Priorities: Forward-looking SEO professionals emphasize Search Intent (10.4%), User Experience (9.7%), and On-Page Factors (9.0%). ( Source: SEJ)
  8. B2B SEO Automation Priorities: Generative AI (13.6%), backlink analysis (8%), and content audits (6.5%) are top priorities for B2B SEO directors. (Source: SEJ)
  9. AI Adoption in B2B SEO: 68% of B2B SEO professionals plan to invest in AI-powered services in 2023, with particular interest from larger teams. (Source: SEJ)
  10. Top SEO Disruptions in 2024: Generative AI (21%), E-A-T & Trusted Sources (13.5%), and Automation Tools (10.7%) are expected to cause the most disruptions in SEO performance. (Source: SEJ)
  11. Content Challenges with AI: With Google’s new E-A-T standards and generative AI, content production and strategy are considered the most difficult aspects of SEO by 13.8% of respondents. (Source: SEJ)
  12. Content Strategy Prioritization: Despite challenges from AI, content strategy and production remain top priorities for 13.5% of SEO professionals in 2023, reflecting a shift to audience-focused content. (Source: Jasper AI)
  13. SEO Professionals’ PPC Dissatisfaction: 46.5% of SEO professionals express dissatisfaction with their PPC campaigns, revealing a preference for and perceived effectiveness of organic search over paid advertising. (Source: Search Engine Land)
  14. Focus on Search Intent: Most SEOs prioritize creating pages that satisfy search intent over the next 12 months, recognizing Google’s emphasis on providing relevant and valuable content to users. (Source: Surfer SEO)
  15. Shifting Lead Generation Dynamics: SEO, SEM, and PPC combined emerge as the primary drivers of qualified leads in 2022, surpassing referrals, aligning with the trend of self-guided B2B buyer journeys. (Source: House of Growth)
  16. AI Impact on SEO Strategies: 84% of SEO professionals have incorporated AI and automation into their SEO strategies for 2023, recognizing the potential for improved efficiency and outcomes. (Source: HubSpot)
  17. In-House SEO Teams: 70% of B2B companies employ internal SEO staff, underlining the importance of in-house expertise in navigating the evolving SEO landscape. (Source: House of Growth)

Also Read: AI Trends in 2024

B2B SEO Performance and Ranking Factors

  1. B2B SEO Focused Metric: B2B companies primarily focus on metrics such as lead quantity and lead quality, distinguishing their key performance indicators from the sales-generated focus of B2C companies. (Source: Redblink)
  2. Top B2B SEO Strategies in 2023: The primary B2B SEO strategies include overall content strategy (17.2%), topic clustering (9.7%), and link building (11.4%). (Source: SEJ)
  3. High Earners’ SEO Metrics: B2B SEO professionals earning over $100k prioritize qualified leads (8.3%), click-through rate (7.8%), and organic pageviews (7.7%). (Source: SEJ)
  4. Time Allocation in SEO: The three areas B2B SEO professionals spent the most time on were technical SEO (15.0%), SEO strategy and planning (13.5%), and keyword research (13.5%). (Source: SEJ)
  5. First Page Click Distribution: The first five organic results on the first page capture 67.60% of all clicks. The first organic desktop listing receives 19.3% of clicks. The first organic mobile listing secures 27.7% of clicks. (Source: SEOClarity)
  6. Long-Tail Keyword Impact: Long-tail keyword searches have a 3-5% higher click-through rate than generic searches. (Source: IMPACT)
  7. Search Query Length: Over 50% of search queries are four words or longer. (Source: IMPACT)
  8. Key Google Ranking Signals: According to Google’s Search Quality Senior Strategist, high-quality content and link building are the two most crucial signals for ranking. (Source: Ahrefs)
  9. Google’s Search Engine Dominance: Google holds 71.98% of the search engine market share, emphasizing the importance of optimizing for Google search. (Source: Statista)
  10. Google’s Search Volume: Google received nearly 2.3 trillion searches in 2023, with 15% of daily searches being new to the platform. (Source: B2B Digital Marketers)
  11. Backlinks’ Impact on SERP Rankings: Backlinks significantly influence SERP rankings, with the number 1 search result having 3.8 times more backlinks than others; however, 93% of B2B content doesn’t receive any backlinks. (Source: Backlinko)
  12. Content Type and Shares: Why-posts lead in generating backlinks, while listicles excel in social shares, receiving 203% more shares than infographics and 218% more than how-to posts. (Source: BuzzSumo)
  13. Optimal Title Tag Length: Title tags with 40 to 60 characters (6 to 9 words) achieve the highest click-through rate (CTR), demonstrating their crucial role in attracting organic traffic. (Source: Semrush)
  14. Organic Traffic Distribution: The top-ranked search result receives 27.6% of organic traffic, significantly outperforming paid results, with the top three results capturing 54.4% of overall organic traffic. (Source: Backlinko)
  15. Featured Snippet CTR Dominance: Featured snippets, as the first search result, have the highest overall click-through rate at 42.9%, emphasizing their significance for B2B SEOs aiming to maximize traffic. (Source: Ahrefs)
  16. Timeline for SEO Results: The majority of B2B marketers (57.5%) expect SEO tactics to yield results within 3 to 6 months, with quick wins achievable through on-page optimization and technical SEO. (Source: School4seo)

Also read: 100+ SaaS Marketing Statistics

B2B SEO Challenges and Opportunities

  1. Low Conversion Rates Challenge: B2B SEO encounters the challenge of lower click-to-sale conversion rates compared to B2C. Despite lower conversion rates, successful B2B strategies prioritize attracting high-quality traffic that aligns with the business’s offerings. (Source: Semrush)
  2. B2B SEO Challenges: Competition for talent (16.7%), generative AI/ML (16.5%), and Google updates (16.5%) are anticipated as the top shifts in the SEO industry in 2024. This directly impacts the B2B industry which is already very competitive because of the high sales value. (Source: SEJ)
  3. Shift in SEO Challenges: Lack of resources (14.9%) is identified as the biggest challenge in SEO, surpassing budget cuts from the previous year. (Source: SEJ)
  4. ROI Challenges: Providing ROI remains a significant challenge, with 41.4% of SEO professionals reporting either no change or a decrease in ROI. (Source: Semrush)
  5. Critical SEO Concerns: Changes to SEO and search algorithms are the top concerns for 62% of B2B marketers in 2023, underlining the dynamic nature of the SEO landscape. (Source: Gartner)
  6. Budget Allocation for SEO: B2B companies allocate an average of 22% of their marketing budget to SEO, reflecting its recognized significance in the overall marketing strategy. (Source: Growfusely)
  7. Increasing SEO Investment: In 2023, 53% of companies plan to increase their SEO spending, showcasing a significant rise compared to the previous year. (Source: Ahrefs)
  8. Quick ROI for Basic SEO: Basic SEO, focused on content optimization, delivers substantial ROI within three months for B2B brands, offering quick wins in lead generation. (Source: School4seo)
  9. Link Building Investment: Marketers spend between $5,000 and $10,000 on link building monthly, highlighting the importance placed on acquiring backlinks for improved SEO. (Source: Blogging Wizard)
  10. Zero-Click Trend: Semrush’s study reveals that 17% of mobile searches and 25% of desktop searches result in zero clicks. B2B SEO strategies need to adapt to this trend by targeting zero-click keywords with specific content or focusing on keywords with a higher click-through rate. (Source: Campaignium)
  11. B2B Online Spending Surge: B2B buyers have increased online spending by 45%, leading to a 31% increase in buying products online, highlighting the growing importance of B2B e-commerce SEO. (Source: CIENCE)
  12. High ROI for Thought Leadership SEO: Thought leadership SEO, webinars, and LinkedIn organic are the top three marketing channels with the highest ROI for B2B SaaS brands, indicating the value of authority-building content. (Source: First Page Sage)
  13. AI Impact on Content Creation: Approximately 77% of companies are using or exploring AI technologies, with 58% of those using generative AI in content marketing reporting improved performance. However, overreliance on AI without human nuance can impact conversion rates. (Source: Hubspot)
  14. Video Impact on B2B SEO: B2B companies adopting video marketing improve SEO performance by 10% to 250%. Video content, being digestible and memorable, presents opportunities to appear in SERPs, particularly on YouTube, the second-largest search engine. (Source: Gartner)
  15. Mobile Optimization for B2B SEO: Mobile optimization matters for B2B SEO as the proportion of mobile users continues to increase. B2B SaaS traffic sees 50% from mobile devices, emphasizing the importance of responsive design and speed optimization. (Source: First Page Sage)
  16. SEO Priority for B2B Marketers: According to HubSpot’s 2023 State of Marketing report, 61% of B2B marketers consider improving their SEO efforts as the top inbound marketing priority. (Source: Hubspot)
  17. SEO Effectiveness for Lead Generation: SEO emerges as the most effective tactic for lead generation, with 34% of B2B marketers attributing most of their leads and sales to SEO efforts. (Source: Seomator)

Also Read: SEO Case Study of the Top SaaS Companies

Local SEO Stats

  1. Local Search Significance: 51% of Google searches are local, emphasizing the importance of local SEO for B2B businesses. (Source: Hubspot)
  2. Customer Review Survey: In 2022, 98% of consumers used the internet to find information about local businesses, up from 90% in 2019. (Source: BrightLocal)
  3. Millennials and Local Searches: 42% of millennials who perform a local search will visit a business most of the time. Millennials are 50% more likely to conduct local searches on the go. (Source: Reviewtrackers)
  4. Nearby Searches and Purchase: 28% of nearby searches result in a purchase. (Source: Think With Google)
  5. Consumer Preferences: 61% of shoppers prefer going to local businesses that have both physical locations and online websites. (Source: Think With Google)

Also Read: 100+ Mobile Marketing Stats and Trends To Follow

Link Building Stats

  1. Importance of Backlinks: Backlinks remain the top-ranking factor for Google’s B2B SEO, with content quality following closely. Other factors include domain authority, click-through rate, mobile accessibility, and user dwell time. (Source: Demadsage)
  2. Outsourcing Link Building: Over 50% of enterprise companies outsource off-page SEO to agencies, and even companies with in-house SEO teams often outsource specific tasks like PR to leverage specialized skills and networks. (Source: Thehoth.com)
  3. Pages Without Backlinks: 55.24% of pages don’t have a single backlink, highlighting the significance of backlinks for search traffic. (Source: BiQ Cloud)
  4. Link-Building Tactic: 67.3% of surveyed SEOs named digital PR as the most effective link-building tactic in 2024. (Source: Editorial.Link)


These were some of the most important B2B SEO stats and trends that you should know about to prepare for 2024. With AI being the focus of search engines, SEO is going to be very different in 2024. However, if you know your audience, it becomes easier to craft a strategy to rank better and get more leads.

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