10 B2B SEO Statistics

10 B2B SEO Statistics

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.



The most implemented marketing tactics among B2B marketers

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%)



The top areas of marketing spend among B2B companies

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%).



The most effective B2B marketing channels for driving revenue

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%

Email

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%

Email

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%

Email

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.



B2B buyers spend 27% of their time in the purchase journey on online research

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%).



Top lead sources according to B2B marketers

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.


https://www.leadbuildermarketing.com/10-b2b-seo-statistics/

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