3/21/25 8:58 AM

65 SEO Statistics Your B2B Business Can't Ignore!

B2B companies generate 2x more revenue from organic search than other channels.

And...

SEO is the most popular marketing tactic, with 49% of B2B companies using it as part of their marketing strategy.

Is your B2B business focussing on SEO this year? Are you truly spending enough money and resources to make the most of your organic marketing efforts?

The beauty of Search Engine Optimisation and part of the reason I chose to specialise in it is that unlike many other marketing strategies, growth compounds over time. While it's not an overnight path to success, a comprehensive, data-driven SEO strategy will outperform most other channels in ROI in the long run. Brands investing in SEO and playing the long game will enjoy a sustainable future.

Here, I've curated some of the most interesting SEO statistics that your B2B business simply can't ignore.

SEO:

B2B companies generate 2x more revenue from organic search than other channels.

Despite the proven effectiveness and long-term return of B2B search engine optimisation, many brands continue to underinvest in it.

Companies selling B2B products allocate on average 9.7% of their total budget to marketing but only 11% of their marketing spend to SEO.

Although, B2B companies generate 2x more revenue from organic search than other channels.

If your brand is currently investing little budget and resource into search, you're missing out on a huge growth opportunity. Not only in terms of revenue but in terms of your brand presence and authority.

Here are some interesting SEO stats for your B2B business to be aware of:

95% of search engine traffic goes to the first page of Google.
SEO is the most popular marketing tactic, with 49% of B2B companies using it as part of their marketing strategy.
A potential buyer of B2B products/services makes around 12 Google searches before they decide to buy one.
It is estimated that a #1 organic position in Google can result in a click-through rate (CTR) of 34.2%.
Organic Search remains the key source of measurable web traffic and the largest traffic driver, with 53%.
B2B SaaS brings in a 702% ROI from SEO, with thought leadership SEO content being the most valuable.
17% of B2B marketers consider SEO as a key contributor to achieving bottom-of-funnel goals.
23% of B2B marketers believe organic search is the most effective channel at driving revenue.
96% of B2B marketers agree SEO is “very effective” or “somewhat effective.”
66% of B2B buyers use internet search results to find information before making a purchase.
Website and SEO (45%) and virtual events (45%) are the most powerful marketing channels for lead generation.
SEO can reduce the cost of customer acquisition by 87.41%.
60% of B2B organisations make use of SEO and SEO marketing.
SEO ROI can be as high as 12.2x marketing spend–and sometimes even higher.
Almost 60% of B2B businesses said that SEO has the most impact on their lead generation efforts.
54% of companies use a combination of in-house staff and outsourcing to execute their SEO strategies.
On average, it takes 3–4 months for an SEO strategy to mature and show results.
61% of marketers say covering a topic in-depth is key to SEO success.
More than 80% of companies use paid SEO tools, while 17% rely only on free tools.
50% of B2B brands with excellent user experience prioritise SEO, compared with 29% of all B2B companies.
70% of B2B marketers say SEO drives more sales than PPC.
55% of high-growth B2B brands have dedicated in-house SEO capabilities.
When it comes to adapting SEO strategy for AI, 31% of B2B marketers are focusing more on user intent and answering questions, 27% are crafting more thought leadership content, and 22% are creating more conversational content.

B2B Marketing Priorities & Challenges:

Growing quality pipeline of leads is the #1 priority among B2B marketers.

Let's explore the other priorities and challenges B2B marketers currently face:

One in four B2B marketers identify the lack of a clear strategy as a problem.
Low lead volume needed to hit targets is the most commonly reported challenge (48%) and 24% struggled converting leads into revenue.
Other priorities in B2B include the adoption of AI (35%), using data to make better decisions (33%), and building new customer connections.
34% of B2B marketers struggle to keep up with new tech, including AI.
58% of B2B marketers cite a lack of resource as a challenge.
The majority of B2B marketers (85%), face challenges aligning marketing efforts with business outcomes.
45% struggle to find alignment between sales and marketing.

Content Marketing:

The average B2B buyer consumes 13 pieces of content before making a purchase.

Content marketing is one of the most fundamental aspects in achieving organic growth.

With the rise in AI content, the emphasis on quality, and E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) can't be overstated.

Publishing 8 blogs per month with little value and mostly generated by AI because of speed?

Double down on quality instead.

Focus on providing real, tangible value to your audience, ensuring your experience and unique viewpoints are conveyed.

Here are a few content marketing stats your B2B business needs to know:

52% of B2B marketers believe their content drives leads, but only 33% think it actually drives revenue.
45% of B2B companies plan to increase their content marketing spend within the next year. 42% will stick to the same budget. Only 6% will spend less, and 7% are unsure.
28% of marketers claim their organisation’s B2B content marketing is “extremely or very” successful. 57% report moderate success. Only 15% say their content is “minimally or not at all” successful.
84% of B2B marketers report that their content marketing built brand awareness in the last year.
76% of B2B marketers believe content marketing supports their demand generation and lead generation efforts.
58% of B2B marketers believe content marketing helped increase sales and revenue in 2024, up from 42% in 2023.
86% of marketers expect content marketing campaigns to create brand awareness.
73% of B2B organisations surveyed have a content marketing strategy.
56% of B2B marketers plan to create more blog posts and thought leadership articles in the future.
58% of B2B marketers cite a lack of resources as a situational challenge for content creation.
57% of B2B marketers cite creating the right content for their audience as a challenge.
54% of B2B marketers say consistent content creation is a challenge.
54% of B2B marketers identify creating unique content as a challenge.
48% of B2B marketers say aligning content with the buyer’s journey is one of their situational challenges.
40% of B2B marketers say lack of communication across organisational silos is a challenge when scaling content.
31% of B2B marketers say they have no structured content production process.
29% of B2B marketers say they don’t have an editorial calendar with clear deadlines.
Brands that consistently blog on their website get 97% more backlinks than those that don’t.
Top-ranking pages tend to get new ‘do follow’ backlinks at a pace of +5%-14.5% per month.

Data & Analytics

Without data, you're simply wasting money.

Data, reporting, and SEO testing are absolutely critical in determining the channels, pieces of content and pages on your site that drive results.

Another factor to consider is the rise of "dark sessions."

When cookies are blocked or cleared, GA4 has difficulty identifying returning users, often attributing their visits as “direct” traffic, even if they initially arrived via a campaign or referral source.

That's why at Tudge Digital, I always recommend Fathom Analytics to my clients. Fathom is a GDPR-compliant cookieless tracking solution that puts user privacy first. Also, data is in real-time, compared to GA4 in which data can sometimes take up to 48 hours to appear.

Here are some of the most important stats around data and analytics:

B2B marketers use 18 data sources for reporting on average.
14% report challenges with low-quality data and only 65% of marketers say they have high-quality data on their target audience.
26% of marketers believe data helps their marketing drive more ROI.
Only 1 in 4 marketers say their marketing data fully integrates with the other tools they use.
Seven in 10 have the right technology in place to measure marketing activities, and 82% have the marketing data they need to demonstrate impact to the C-suite.
Nearly 70% of SEO experts send SEO reports to their clients on a monthly basis. (I always like to give clients I work with the option of real-time data access on their most important metrics).
Over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies.
Around 46% of the surveyed companies track 3–5 primary metrics in their SEO dashboards, while around 40% of respondents track 6–10.
Over 60% of marketers measure the success of their content marketing strategy through sales.
86% of organisations use analytics tools for content marketing.
Half of the companies surveyed check their SERP rankings at least once a day.

Were any of the stats in this article surprising? Let me know by emailing matt@tudgedigital.com

Also, if there's something here that your B2B business isn't capitalising on, or if, like 58% of B2B marketers, you are struggling with resources then I'd be happy to hop on a 30-minute call to discuss how I can help your brand grow organically.

Sources used:

About the author

Matt Tudge - B2B SEO Specialist and Founder of Tudge Digital

Matt Tudge
B2B SEO Consultant

Matt Tudge is the founder of Tudge Digital and a B2B SEO Consultant with over 13 years of industry experience.

He’s passionate about helping B2B organisations in SaaS, Technology, Engineering, Manufacturing, and Professional Services achieve sustainable, long-term growth through strategic SEO.

Most recently, he helped a technology company increase their organic revenue by 8X in just 12 months. Matt is also HubSpot certified.

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