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EMARKETER

B2B SEO and the Impact of AI on Organic Search

Balancing Innovation and Fundamentals in the Age of AI

Report by Kelsey Voss  |  May 28, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The state of B2B SEO in the age of AI
Key Takeaways
EMARKETER Interviews
Sources
Media Gallery
About This Report
AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.
Topics
B2B Marketing
US
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The state of B2B SEO in the age of AI
Key Takeaways
EMARKETER Interviews
Sources
Media Gallery

AI is transforming B2B SEO. But the core principles of SEO—providing valuable content, optimizing technical aspects, and understanding user intent—remain unchanged. By strategically integrating AI tools and maintaining a focus on quality and relevance, B2B marketers can enhance their SEO efforts and achieve better marketing performance.

Key Question: What impact will AI have on B2B SEO, and how can marketers adapt their strategies?

How SMB Firms are Transforming SEO with AI
E-Mail ChartDownload

Key Stat: Two-thirds (65%) of respondents who use AI-generated content saw an improvement in their SEO results.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Why it’s important to stay on top of this topic
    3. The state of B2B SEO in the age of AI
    1. Key Takeaways
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    How SMB Firms are Transforming SEO with AIFuture Implementation of Generative AI Use Cases in Marketing in the Next 2 to 3 Years According to CMOs and Executives Worldwide, Oct 2023 (% of respondents)
    Anticipated Impact of Google's SGE* on SEO Strategies Among Marketing Professionals in North America, Oct 2023 (% of respondents)

    Interviewed for This Report

    Tom Bianchi
    Acquia
    SVP, Product and Solutions Marketing
    Interviewed May 1, 2024
    Michael Brenner
    Marketing Insider Group
    Founder
    Interviewed April 24, 2024
    Andrea Cruz
    Tinuiti
    Senior Director, Client Partner
    Interviewed May 2, 2024
    Greg Kihlström
    GK5A
    Principal and Chief Strategist
    Interviewed April 24, 2024
    Lily Ray
    Amsive
    VP, SEO Strategy and Research
    Interviewed May 2, 2024

    authors

    Kelsey Voss

    Contributors

    Chris Keating
    Director, Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst
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