10 B2B SEO Statistics - Formation PBN

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%
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.

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.