10 B2B SEO Statistics
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Written by Backlinko Team
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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 The most popular channels for B2B product discovery](https://api.backlinko.com/app/uploads/2024/06/most-popular-channels-b2b-product-discovery.png)
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 The most implemented marketing tactics among B2B marketers](https://api.backlinko.com/app/uploads/2024/06/most-implemented-marketing-tactics-B2B.png)
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 The top areas of marketing spend among B2B companies](https://api.backlinko.com/app/uploads/2024/06/top-areas-marketing-spends-B2B.png)
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 The most effective B2B marketing channels for driving revenue](https://api.backlinko.com/app/uploads/2024/06/most-effective-B2B-marketing-channels.png)
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.
![B2B buyers spend 27% of their time in the purchase journey on online research B2B buyers spend 27% of their time in the purchase journey on online research](https://api.backlinko.com/app/uploads/2024/06/b2b-buyers-time-online-research.png)
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 Top lead sources according to B2B marketers](https://api.backlinko.com/app/uploads/2024/06/top-lead-sources-b2b-marketers.png)
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.