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EMARKETER

B2B SEO and the Shift to AI-Driven Search

How Structured, Trusted Content Is Boosting Visibility

Report by Kelsey Voss  |  Apr 23, 2025
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Report
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Table of Contents
Executive Summary
AI has raised the bar and created SEO opportunities
AI is (mostly) a positive force in SEO
High-quality content and brand authority drive AI visibility
Summary of implications for B2B brands
EMARKETER Interviews
Sources
Media Gallery
About This Report
As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
AI has raised the bar and created SEO opportunities
AI is (mostly) a positive force in SEO
High-quality content and brand authority drive AI visibility
Summary of implications for B2B brands
EMARKETER Interviews
Sources
Media Gallery

AI is reshaping how B2B buyers discover brands, turning to tools like ChatGPT and AI Overviews for direct, curated answers. This shift raises the bar for visibility, favoring content that is structured, clearly formatted, and credible. Yet most B2B marketers have not fully adapted. This report explores how SEO strategies must evolve to stay visible in AI-powered search experiences.

Key Question: How should B2B brands adapt their SEO strategies as AI reshapes how buyers search and discover content?

SEO Was Not an Investment Priority in 2024 for B2B Marketers (% of US B2B marketers, July 2024)
E-Mail ChartDownload

Key Stat: Only 11% of US B2B marketers prioritize SEO spending, creating a major opportunity for brands that act now.

This report can help you:

  • Develop a media strategy (brands and agencies)
  • Develop a go-to-market strategy and showcase opportunities to customers (agencies and solution providers)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

4charts

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

4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. AI has raised the bar and created SEO opportunities
    3. AI is (mostly) a positive force in SEO
    1. High-quality content and brand authority drive AI visibility
    2. Summary of implications for B2B brands
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    SEO Was Not an Investment Priority in 2024 for B2B Marketers (% of US B2B marketers, July 2024)Marketers Largely Predict AI Will Have a Positive Impact on SEO in 2025 (% of digital marketers in North America, Sep 2024)
    Google’s AI Overviews (AIO) Positively Impact  Traffic, Visibility, and Rankings for Marketers (% of digital marketers in North America, Sep 2024)High-Quality Content Production Is the Main SEO Challenge for US Marketers (% of US marketers, Feb 2024)

    Interviewed for This Report

    Carl Boutet
    Studio Rx
    Founder, Chief Strategist, and Executive Advisor
    Interviewed March 17, 2025
    Andrea Cruz
    Tinuiti
    Head of B2B
    Interviewed March 19, 2025
    Brendan Egan
    Simple SEO Group
    Founder and CEO
    Interviewed March 11, 2025
    Lily Ray
    Amsive
    VP, SEO Strategy and Research
    Interviewed March 17, 2025

    authors

    Kelsey Voss

    Contributors

    Eleni Digalaki
    Donte Gibson
    Senior Charts Editor
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Sakina Thanawala
    Copy Editor
    Paul Verna
    VP, Content
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