If you’re looking for fresh numbers you can paste into a slide and defend in your budget/RFP meetings, this is the place for you.

We pulled the most recent, B2B-specific stats and organized them around the most important things in B2B SEO.

Below are the stats worth citing in 2025.

Ruler Analytics)
  • 27% of marketers who can identify a top channel cite organic search as #1. (Binary Demand)
  • B2B SaaS SEO shows ~702% average ROI with ~7‑month break‑even across a 3‑year window. (First Page Sage)
  • Organic traffic typically produces lower CPL ($147) than paid search ($280) in SaaS. (First Page Sage)
  • Google sends 345x more traffic to websites than ChatGPT, Gemini, and Perplexity combined. (Ahrefs)
  • 96.98% of clicks happen in the top 10 search results. (Ahrefs)
  • 45.7% of Google searches are branded. (Ahrefs)
  • AI Overviews reduce clicks to websites by 34.5%. (Ahrefs)
  • 26% of brands have zero mentions in AI Overviews. (Ahrefs)
  • 28% of ChatGPT’s most-cited pages have zero organic visibility in Google search. (Ahrefs)
  • AI search platforms prefer to cite content that is 25.7% fresher than content cited in traditional organic results. (Ahrefs)
  • The top 50 brands appearing in AI Overviews account for 28.9% of all citations. (Ahrefs)
  • 76% of AI Overview citations are pulled from the pages, ranking in Google’s top 10 organic results. (Ahrefs)
  • ChatGPT has driven AI traffic growth to websites almost single-handedly, growing 85% since January. (Ahrefs)
  • ChatGPT is the top AI referrer, accounting for over 80% of AI traffic to websites. (Ahrefs)
    • Chart showing impact of AIOs on position #1 CTR
    TripleDart)
  • 40% of B2B companies say they lack the internal expertise needed to manage technical SEO. (Statista)
  • 78% of websites use some form of schema/markup. (W3 Tech)
  • 80% of B2B buyers are using mobile at work, and more than 60% report that mobile played a significant role in a recent purchase. (BCG)
  • Around 40% of websites now pass all Core Web Vitals thresholds. (Addy Osmani)
    • Chart showing websites using structured data formats
    Content Marketing Institute)
  • 40% of B2B marketers say their biggest challenge in content marketing is conversion. 39% say it’s resource constraints, and 33% say it’s measuring content effectiveness. (Content Marketing Institute)
  • 87% of marketers use AI to help create content. (Ahrefs)
  • AI content is 4.7x cheaper than human-written content. (Ahrefs)
  • Companies spend an average of $188 per month on AI tools for content creation and marketing. (Ahrefs)
  • 51% of companies plan to increase their spend on AI-generated content. (Ahrefs)
  • Marketers using AI publish 42% more content: the median monthly publishing frequency using AI was 17 articles, compared to 12 for those not using AI. (Ahrefs)
  • Blog posts are the most common type of AI-generated content (87%). Brainstorming (76%), outlining (73%), and content updates (67%) are the top AI-assisted SEO tasks. (Ahrefs)
  • 48.6% of SEOs believe digital PR is the most effective tactic for 2025. (Buzzstream)
  • The average cost of a high-quality or top-tier guest post is $692 – $957. (Buzzstream)
  • 95% of B2B decision makers say that strong thought leadership makes them more receptive to sales and marketing outreach. (Edelman-LinkedIn)
  • 51% of B2B decision makers say that high-quality thought leadership helps them convince C-level executives to support their choice of vendor. (Edelman-LinkedIn)
  • 79% of B2B decision makers say that during the RFP process, they’re more likely to advocate for proposals from companies that consistently produce high-quality thought leadership. (Edelman-LinkedIn)
    • Chart showing how many marketers use AI to create content
    Gartner)
  • Shortlists are shrinking: 45% of buyers had 4 to 7 products on their shortlists in 2023, but 49% had 1 to 3 products in 2024. (G2)
  • 34% of B2B buyers say that research is the longest stage in their buying process, but AI power-users are less likely to focus on it. (G2)
  • 31% of B2B buyers consult review sites more often than other sources. (G2)
  • B2B customers use an average of ten interaction channels in their buying journey (up from five in 2016). (McKinsey)
  • Only 5% of B2B customers are “in-market” at any time. (LinkedIn)
  • 81% of B2B buyers report having a preferred vendor on first outreach. (Demand Gen Report)
  • The average buying group has grown to include at least 10-11 stakeholders. (6Sense)
  • The typical B2B buying cycle now spans 11.5 months. (6Sense)
  • 71% of buyers went with their first choice product after creating their short list. (TrustRadius)
    • Chart showing how most decision makers use ten or more distinct channels to interact with suppliers

    Final thoughts

    These B2B stats point to the same direction: Despite the growth of AI, organic search still remains a primary discovery and conversion channel. So, while you’re focused on gaining more AI visibility, don’t forget the basics.

    SEO is still important.

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