14 min read

100+ Essential B2B SEO Statistic Facts to Know in 2023

Dmytro Tsybuliak
Co-founder
100 Essential B2B SEO Statistic

B2B SEO is a powerful digital marketing channel that can significantly impact lead generation, brand visibility, and company revenue. By understanding and leveraging these statistics, businesses can develop and implement effective SEO strategies to thrive in the competitive B2B landscape.

  1. 71% of B2B buying journeys start with an online search;
  2. When it comes to driving traffic, organic search reigns supreme, accounting for 51% of all visitors to both B2B and B2C websites. In contrast, paid search and social media bring in 10% and 5% respectively;
  3. The integration of organic SEO techniques and pay-per-click advertising results in an average uptick of 25% in clicks and a 27% boost in profits over using standalone techniques;
  4. On the first page of search results, the initial five organic listings capture a significant 67.60% of all clicks
  5. A convincing 70% of marketers consider that  SEO yields more favorable results compared to pay-per-click advertising (PPC)
  6. Regular content generation results in an impressive 434% increase in indexed pages compared to websites with random updates;
  7. Long-tail keyword searches boast 3% to 5% higher click-through rates than their more generic counterparts;
  8. 75% of B2B buyers don’t scroll past the first page of search results (ZipDo);
  9. In the B2B realm, 57% of professionals state that SEO outperforms other marketing initiatives in lead generation efforts;
  10. Over 80% of B2B directors plan SEO spending based on ROI forecasts;

Search Engine Stats for B2B SEO

  1. In the realm of B2B SEO, the most effective recently used strategies are a comprehensive content approach (17.2%), topic clustering (9.7%), and link building (11.4%);
  2. B2B SEO experts, earning over $100k, are honing in on such metrics as qualified leads (8.3%), click-through rate (7.8%), and organic pageviews (7.7%). Conversely, those with lower earnings tend to place greater emphasis on CTR, keyword rankings, and distinguishing between branded and non-branded traffic;
  3. In 2023, marketers dedicated the bulk of their time to such areas as technical SEO (15.0%), strategic planning for SEO (13.5%), and in-depth keyword research (13.5%);
  4. The integration of organic SEO techniques and pay-per-click advertising results in an average uptick of 25% in clicks and a 27% boost in profits over using standalone techniques;
  5. When it comes to driving traffic, organic search reigns supreme, accounting for 51% of all visitors to both B2B and B2C websites. In contrast, paid search and social media bring in 10% and 5% respectively;
  6. While 56% of marketers plan to increase their SEO budgets for the coming year, 38.1% anticipated their budgets to remain unchanged, while a mere 5.9% expect a decrease;
  7. Monthly SEO budgets for B2B and B2C sectors are normally the same, with approximately 50% in both categories falling within the $1,001-$10,000 range;
  8. Nearly 24% of B2B SEO professionals manage higher budgets exceeding $10,000 against only 17.4% in the B2C sector;
  9. On the first page of search results, the initial five organic listings capture a significant 67.60% of all clicks;
  10. 75% of B2B buyers don’t scroll past the first page of search results (ZipDo);
  11. 72% of B2B customers start their research with generic search terms;
  12. Long-tail keywords contribute to 70% of all search traffic;
  13. Long-tail keyword searches boast 3% to 5% higher click-through rates than their more generic counterparts;
  14. Over 50% of search queries comprise more than four words;
  15. More than half of all searches entail no clicks;
  16. Over 45% of bigger companies invest over $20,000 in SEO monthly, while a majority of small businesses allocate less than $1,000;
  17. Over 19% of online queries go for image searches (Medium);
  18. In desktop searches, the top organic listing secures 19.3% of clicks, whereas in mobile searches,  it claims over 27%;
  19. Progressive SEO experts consistently prioritize such aspects as search intent (10.4%), user experience (UX) (9.7%), on-page factors (9%), lead generation (8.8%), link-building (8.2%), and content production (8%)

AI Statistics in B2B SEO

  1. The primary automation goals for B2B SEO executives are maximizing the potential of Generative AI (14.2%), conducting thorough backlink analysis (8.2%), and implementing comprehensive content audits (7.1%);
  2. Over 68% of B2B SEO experts allocate resources for investing in AI-driven solutions in 2023;
  3. Three major aspects to spearhead the most impactful shifts in SEO performance in the coming year are generative AI (22.3%), E-E-A-T & Trusted Sources (13.7%), and automation tools (10.9%);
  4. AI-powered chatbots can increase leads by 40% and decrease costs by 80%;
  5. Content optimized with AI tools is 47% more likely to rank high on search engines;
  6. Over 27% of B2B marketers extensively use AI-generated content;
  7. AI-driven personalization increases customer engagement by 74%;
  8. AI-enabled SEO audits can identify and prioritize critical SEO issues 10 times faster than manual audits;
  9. AI-based predictive analytics can improve SEO campaign performance by 35%;
  10. 68% of B2B marketers believe AI will be indispensable for navigating the complexity of future marketing challenges.

Google-Associated B2B SEO Stats

  1. In 2023, Google held over 92% of the global search engine market share. This underscores the importance of optimizing for Google’s search algorithms in any B2B SEO strategy. (Oberlo);
  2. Google processes about 8.5 billion searches on a daily basis, among which 15% are entirely novel queries;
  3. Google prioritizes high-quality content and robust link-building as the primary signals for ranking websites in search results. Yet, nearly 56% of pages still lack backlinks, which highlights a significant missed opportunity for organic search visibility;
  4. Google generates over 94% of total search engine organic traffic for websites;
  5. At the same time, an astonishing 91% of web pages struggle to garner any organic traffic from Google, primarily due to their lack of backlinks;
  6. In 2022, Google commanded a staggering 40% of all digital ad spending in the United States, while Facebook’s share paled in comparison at approximately 8%;
  7. Nearly 80% of B2B enterprises utilize Google ads in their marketing campaigns;
  8. Pages that pop up on the top of Google search results normally boast nearly 4 times more backlinks than lower-positioned pages (BacklinkO);
  9. Securing a prominent position on Google’s first page remains a crucial objective for a majority of B2B firms. The effort invested in this pursuit continues to yield substantial dividends, reaffirming its enduring significance in digital marketing strategy.

B2B Organic Search Data

  • 82% of B2B buyers use search engines to find information about products or services;
  • 68% of all website traffic comes from organic search, underscoring the paramount importance of search as a traffic source;
  • 60% of B2B marketers believe that organic search traffic has the highest quality leads;
  • In the realm of B2B, the combined search efforts account for a substantial 76% of total traffic, emphasizing the importance of search in business-to-business interactions;
  • 72% of B2B marketers say content creation is the most effective SEO tactic;
  • Long-form content (Over 1,000 Words) gets 77% more backlinks;
  • 41% of B2B marketers consider that content relevance is the most important factor for SEO;
  • 80% of B2B marketers prioritize on-page SEO as part of their content strategy;
  • When it comes to refining site performance, mobile optimization is the prime aspect to consider;
  • Google employs a staggering 810 distinct features in its search algorithms, with 161 of these features appearing in over 0.2% of keyword searches;
  • Nearly 51% of all searches end up without a click, signifying the prevalence of zero-click searches in today’s digital landscape;
  • This year, both desktop and mobile click-through rates (CTR) for the top-ranking position experienced an 8% decline. In contrast, the second position saw a 4% increase, highlighting an intriguing shift in user behavior.

Stats on B2B SEO Challenges and Disruptions

  • Anticipated shifts in the SEO landscape for 2024 reveal a tight competition for talent (16.7%), the integration of generative AI/ML (16.5%), and staying abreast of Google updates (16.5%). This highlights the industry’s focus on acquiring experienced professionals and navigating advancements in technologies such as AI;
  • 68% of B2B marketers express concern about keeping up with technological advancements and their impact on SEO;
  • 85% of B2B companies cite increased competition as a significant challenge in their SEO efforts;
  • 72% of B2B enterprises find it challenging to strike a balance between short-term gains and long-term SEO strategy;
  • Mobile optimization and user experience are currently viewed as challenging aspects by 56% of B2B companies;
  • Demonstrating the value of SEO in terms of return on investment remains one of the most substantial challenges. A substantial 42% of surveyed SEO professionals reported that the ROI from their SEO efforts either plateaued or diminished in 2023;
  • For those experiencing a reduction in ROI, losses were generally modest. Approximately 16.4% reported a minor decrease, while only 3.7% mentioned a significant decline;
  • Marketers identified their top three challenges over the last 12 months as follows: a scarcity of resources (14.9%), strategic dilemmas (12.3%), and scale-up needs (11.9%);
  • Pandemic-related issues persist as a notable concern, with 11.2% of responses.

How B2B Marketers View SEO in 2023

  1. The top metrics guiding SEO efforts in 2023 are click-through rate (9.2%), the positioning of keywords (7.7%), and the balance between branded and non-branded traffic (8.3%);
  2. A notable 65% of digital marketers consider efficient link-building as the most challenging aspect of B2B SEO;
  3. In the B2B realm, 57% of professionals state that SEO outperforms other marketing initiatives in lead generation efforts;
  4. 61% of marketers prioritize the enhancement of SEO and the expansion of their organic presence as the foremost inbound marketing objective;
  5. The primary SEO hurdles faced in SEO are identified as link building (41% of corporate marketers) and the intricacies of keyword research (39%) (MediaPost).
  6. A convincing 70% of marketers consider that  SEO yields more favorable results compared to pay-per-click advertising (PPC);
  7. Technical onsite optimization is hailed as the most effective SEO strategy by 59% of SEO specialists;
  8. Over 85% of B2B companies maintain an active blog, with an eye on quality content as a valuable marketing tool (FoundationINC);
  9. When it comes to content creation, 64% of B2B organizations opt to engage freelancers for outsourcing writing projects;
  10. Over 59% of B2B marketers attribute their lead generation success to the impact of SEO;
  11. A strategic approach to content involves repurposing existing material, a tactic employed by 29% of marketers in 2023;
  12. Digital content marketing is a cornerstone of marketing efforts for over 87% of B2B businesses in the US;
  13. For 36% of SEO experts, the headline or title tag stands out as the most critical element in optimizing content for search engines.
  14. About 45% of enterprises have monthly SEO budgets exceeding $20,000;
  15. More than 53% of B2B companies have plans to invest more in SEO efforts to maintain their growth strategies (Searchmetrics);
  16. Companies spend up to $10,000 on link-building every month;
  17. Over 80% of B2B directors plan SEO spending based on ROI forecasts;
  18. 84% of SEO professionals admit that AI and automation means have greatly impacted their strategies in 2023 (Hubspot);
  19. The majority of page optimization efforts will be focused on matching search intent in 2023.

B2B SEO Blogging Stats

  • Integrating a blog into your website can increase your potential to rank higher on search engine results by 4x;
  • B2B blogs can increase website conversion rates by 106%;
  • A substantial 43% of individuals openly acknowledge that they skim through blogs;
  • In the realm of B2B marketing, having a blog translates to a remarkable 67% boost in lead generation;
  • 55% of marketers say blogging is their top inbound marketing priority;
  • B2B businesses maintaining an active blog source 97% more backlinks;
  • Blogging in a B2B sector can help multiply ROI by 13;
  • Reviving and revising content in older blog posts has been shown to amplify website traffic by 111% ;
  • Quality blog content has the potential to increase website traffic by 200%;
  • Long-form blog posts (over 2,000 Words) get 9x more leads;
  • Blog posts that incorporate visuals experience a significant uptick in engagement, garnering a 94% higher viewership compared to text-only posts;
  • Consistent posting schedules with over 14 blogs per month bring 5 times more traffic than those with fewer publications.

Efficient B2B SEO Marketing Strategy Outcomes

  • Businesses with a strong online presence due to effective SEO are 2.7 times more likely to be perceived as credible and trustworthy by their target audience;
  • Companies with a well-optimized B2B SEO strategy generate 65% more leads compared to those without;
  • B2B organizations with a strong SEO strategy experience an average of 30% increase in organic traffic;
  • SEO can help B2B companies cut down their customer acquisition costs by nearly 88% (in contrast to digital ads);
  • At 6%, SEO close rates are times higher than those of traditional marketing;
  • In 2023, forward-thinking SEO experts plan to place a strong emphasis on such aspects as search intent (10.4%), user experience (UX) (9.7%), and on-page factors (9%) (Statista);
  • Three key success metrics selected by B2B SEO experts include keyword rankings (15%), pageviews/sessions (12.4%), and conversions/goal events (9%);
  • In terms of traffic potential, SEO offers approximately 20 times more opportunities compared to PPC ads, both on mobile and desktop platforms;
  • For B2B websites, the average click-through rate stands at 2.55% which means out of all the users engaging with your content, roughly 2.55 percent will take the next step and follow a link;
  • Over 58% of SEO practitioners mentioned an upswing in ROI for their promotional efforts. In the meantime, 29% of specialists stated they are not quite sure about their ROI;
  • 57% of SEO experts firmly believe that content creation provides the most impactful results in terms of digital promotion;
  • Regular content generation results in an impressive 434% increase in indexed pages compared to websites with random updates;
  • Notably, B2B companies derive twice as much revenue from organic search compared to any other marketing channel;
  • The top three services in demand in professional SEO agencies are increasing website traffic (21.8%), lead generation (19.5%), and improving search rankings (18.1%).

Mobile B2B SEO Data

  1. Currently, mobile devices dominate the web landscape, commanding over 55% of total web traffic and accounting for nearly two-thirds of all online browsing activity;
  2. The need for speed is of utmost importance. If the web page takes more than 3 seconds to load, over 53% of users would quit (Google);
  3. In the eyes of consumers, mobile-optimized sites are more credible and trustworthy, with 51% expressing greater confidence in such platforms;
  4. Google reigns in the mobile space as well, standing as the driving force behind 96% of mobile search traffic;
  5. 50% of B2B queries are made on mobile devices;
  6. Out of the 100 billion monthly searches on Google, over half originate from mobile devices, further solidifying the ubiquity of mobile search;
  7. Among smartphone owners, a notable 87% engage with a search engine on a daily basis;
  8. Remarkably, in 10 countries, including the U.S., more Google searches emanate from mobile devices than from traditional computers;
  9. In the B2B sphere, a considerable 68% of companies have successfully integrated mobile marketing into their overall marketing strategy, recognizing its crucial role in reaching their target audience;
  10. 60% of consumers report that they’ve found new companies or products while conducting searches on their mobile devices;
  11. 90% of B2B customers would choose to purchase from the same company if it provides a smooth mobile experience;
  12. Mobile users are 5 times more likely to leave a non-mobile-friendly site;
  13. Over 56% of consumers in the US use mobile devices to search for businesses and companies;
  14. An average user in the US spends around 6 hours on their phone daily;
  15. Consumers open mobile messages 35 times more often than emails (Sinch).

B2B SEO Salaries, Expertise, and Budgets Stats

  • The average annual salary for a B2B SEO specialist ranges from $60,000 to $85,000, with variations based on factors like experience, location, and industry (Career Foundry);
  • In the U.S., a majority (62%) of SEO professionals reported less than five years of industry experience, yet commanded an impressive average salary of $78,431. This possibly indicates growth in both the industry and a willingness among businesses to invest more in SEO talent;
  • Interestingly, just over one-third (34.3%) of SEO professionals earning $200,000 or more boasted over 20 years of experience in the industry;
  • 38% of B2B SEO teams have professionals with 2-4 years of experience, while 25% have team members with over 5 years of experience;
  • Technical SEO skills, content strategy, and analytics are the most sought-after skills in B2B SEO teams, with 72% of companies prioritizing these areas;
  • 52% of B2B SEO professionals have completed industry-related certifications or training programs to enhance their skills and knowledge.
  • The size of a B2B SEO team varies, with 41% of companies having 1-2 dedicated SEO professionals, and 29% having larger teams of 3 or more members;
  • 58% of B2B companies outsource at least a portion of their SEO activities, often seeking specialized expertise or additional bandwidth for their SEO efforts.