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10 B2B SEO Statistics

Backlinko Team

Written by Backlinko Team

B2B SEO Stats – Blog post image

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.

The most popular channels for B2B product discovery

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.