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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)

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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