Essential SEO Statistics You Must Know

SEO will continue to evolve alongside advancements in search engine technology.

To stay ahead of your competitors, it’s crucial to stay updated with the latest research and SEO analysis even though Google’s methods are kept secret. 

Within this article, we present 106 current and verified SEO statistics that can guide your strategy and elevate your content marketing efforts. 

Key Insights:

• High-quality content retains its significance for both organic search rankings and building valuable backlinks. 
• The influence of video and technology, including smartphones and smart speakers, is progressively reshaping the way we search and make purchases. 

Below, you’ll find a deeper exploration of the SEO statistics. Here are the main takeaways from each section: 

• Less than 1% of searchers click on Google’s second page of results (Backlinko, 2023). 
• Pages with the highest total backlinks generally achieve the best rankings on Google (Backlinko, 2020). 
• Organic search remains the primary traffic source for all types of websites (HubSpot, 2022). 
• Most Google searches consist of long-tail keywords (Semrush, 2022). 
• Over 70% of online shoppers use their mobile phones for purchasing (Semrush, 2023). 
• About 36% of Americans own a smart speaker (Edison Research, 2023). 
• A record-breaking 91% of companies employ video as a marketing tool (Wyzowl, 2023). 
• An astonishing 98% of individuals read online reviews for local businesses (BrightLocal, 2023). 
• Nearly 70% of consumers turn to the search bar when landing on an online retailer’s site (Nosto, 2023). 
• SEO marketing statistics show that 57% of B2B sellers believe their marketing team’s content is overly generic and unresponsive (McKinsey, 2022). 
• As of 2023, 88% of marketers currently investing in SEO plan to either increase or maintain their budget (HubSpot, 2023). 

Let’s now delve into the detailed insights of SEO content strategies in the subsequent sections. 

Google SEO Statistics

Google stands as the most frequently visited website across the globe. 

Now, let’s delve into some Google SEO statistics that illustrate how users are utilising this search engine:

• A significant 73% of clicks are directed towards organic web listings (BrightEdge, 2022). 
• The utilisation of search engines by consumers has shown a year-over-year increase of 20% (BrightEdge, 2022). 
• During 2020, approximately 64.82% of Google’s mobile and desktop searches resulted in “zero-click searches,” meaning users didn’t navigate to another webpage beyond the search results (SparkToro, 2021). 
• Merely a fraction, less than 1%, of searchers choose to click on the second page of Google search results (Backlinko, 2023). 
• In 2022, there was notable growth in search traffic for industries such as Electronics, Beauty, Media, and Food, while Service and Technology, as well as Fashion industries, experienced significant declines (Semrush, 2023). 

• Google commands over 90% of the global search engine market share, while Bing holds under 3%. Yahoo!, Yandex, and Baidu maintain around 1% each (Statcounter, 2023). 
• Around 15% of all Google searches involve queries that the site encounters for the first time (Google, 2022). 
• The “Computer and Video Games” category demonstrated an impressive web traffic surge of 183% in 2022 (Semrush, 2023). 
• The keyword “Wordle” claimed the top spot as the most-searched term in 2022 (Google, 2022).

Insights on Backlink Trends

Within the realm of SEO strategies, link-building holds substantial importance. The count of referring domains, which provide backlinks, holds a prominent position as one of Google’s key ranking factors. 📈🔗 

Here, we present the most recent statistics revolving around backlinks: 

• Across a comprehensive 13-month Semrush study, nearly all of the top-ranking domains (92.3%) possessed at least a single backlink (Semrush, 2023). 
• In the same study, over 50% of qualified sites that lacked even a single backlink struggled to secure a place on the first page of search results (Semrush, 2023). 
• An illustration shows that 44.9% of sites ranked within the top 10 at least once, while 55.1% never reached the top 10. 
• Pages boasting the highest total backlinks generally secure top ranks on Google (Backlinko, 2020). 
• The leading result on Google typically accumulates an average of 3.8 times more backlinks compared to those ranking from second to tenth place (Backlinko, 2020). 
• A slightly older analysis indicated that long-form content is notably effective for acquiring backlinks, showcasing approximately 77.2% more links compared to shorter articles (Backlinko, 2019). 
• Approximately 94% of all existing blog posts lack external links (Backlinko, 2019). 
• Like 2019, the theory endures: pages holding top ranks possess more backlinks compared to lower-ranked pages (Backlinko, 2019). 
• Around 67.5% of SEO experts concur that backlink indeed influence search engine rankings (uSERP, 2022). 
• Nearly half of professionals in the SEO industry allocate monthly budgets ranging from $5,000 to $10,000 for link-building efforts (uSERP, 2022). 
• Brian Dean from Backlinko discovered that employing “Feeler” emails (outreach without a direct backlink request) yielded a conversion increase of over 40% (Backlinko, 2023). 

Insights into Rankings, First Page SERP and Click-Through Metrics

The greater visibility and engagement your content garners within Google Search results, the higher your organic traffic tends to be. 🌟👀 

These SEO statistics offer a comparison between the first page of search engine results pages (SERPs) and click-through rates (CTR): 

• Organic search remains the primary traffic source for all types of websites (HubSpot, 2022). 
• Securing the top position on the first page of Google corresponds to a 39.8% organic click-through rate (First Page Sage, 2023). 
• More than two-thirds, specifically 68.7%, of clicks are directed towards the top three organic search results (First Page Sage, 2023). 
• Snippets, which provide concise information, boast the highest overall click-through rate at 42.9% (First Page Sage, 2023). 
• The foremost organic search result garners an average of 19 times more clicks compared to the leading paid search result (First Page Sage, 2023). 
• The cumulative clicks received by the third to tenth search results pale in comparison to those directed at the top organic search result (First Page Sage, 2023). 
• Google’s first organic result is 10 times more likely to be clicked on than the page occupying the #10 position (Backlinko, 2023). 
• In 2022, approximately 28% more new domains achieved rankings in the SERPs. While this percentage is lower than that of 2021, it surpasses the figures from 2020 (Semrush, 2023). 

Insights on Keyword Trends

Conducting thorough keyword research forms the foundation of effective content marketing. 🔍📊

Here’s how to harness its potential to influence rankings: 

• Despite popular belief, Backlinko discovered a minimal correlation between using a keyword in your title tag and achieving higher rankings on the first SERP (Backlinko, 2020). 
• Keywords spanning around 10-15 words garner 1.76 times more clicks compared to single-word terms (Backlinko, 2023). 
• Posts that incorporate target keywords or similar terms in the URL experience a 45% higher click-through rate than those that don’t (Backlinko, 2023). 
• Titles reflecting a positive sentiment yield a 4% higher click-through rate (Backlinko, 2023). 
• For short-tail searches, where terms comprise one or two keywords with high search volume, top-ranking results have shifted from transactional to informational (Conductor, 2023). 
• In March 2020, the top 3 standard ranks for the search “printer” included Best Buy, Amazon, and Walmart. However, by March 2022, the ranks were PC, Best Buy, and cnet. 
• SERP volatility, indicating fluctuations in rankings for specific keywords, witnessed a higher level in 2022 compared to 2021 (Semrush, 2023). 
• Long-tail keywords constitute most Google searches, as depicted in a graph displaying monthly search volume and keyword count (Semrush, 2022). 
• In a recent study, the average keyword length for the top 10% of ranking sites ranged from 3.2 to 3.5 words (Semrush, 2023). 
• The popularity of keyword searches for “AI” surged to 101 million monthly searches in March 2023 from a mere 10 in November 2022 (Semrush, 2023). 

Insights into Mobile Search Trends

Google’s indexing and ranking prioritise a site’s mobile version, a practice known as “mobile-first indexing.” This underscores the necessity for marketers to craft the best mobile SEO strategies. 

Neglecting a positive mobile user experience can result in elevated bounce rates, significantly impacting SEO outcomes. 📈📲 

Here’s why mobile search holds paramount importance: 

• A substantial 5.44 billion distinct mobile phone users exist globally (We Are Social, 2023). 
• Nearly 96% of individuals aged 16-64 who use the internet possess a smartphone (We Are Social, 2023). 
• Approximately 57% of local search queries are initiated through mobile devices or tablets (ReviewTrackers, 2022). 
• Mobile devices contribute to most of the web traffic, accounting for 41% (HubSpot, 2022). 
• Mobile phones are the preferred choice for online shopping for over 70% of shoppers (Semrush, 2023). 
• Mobile traffic experienced a decline during the summer of 2022 but has since rebounded (Semrush, 2023). 
• Among mobile searches, “Related Searches” emerges as the most common feature within SERPs (Semrush, 2023). 
• In 2022, “Popular Products” displayed a 17% increase in frequency for mobile users within SERPs compared to the preceding year (Semrush, 2023). 

Voice Search Insights

Voice SEO constitutes a marketing strategy that involves optimising your content and listings to cater to voice searches. This approach enhances your chances of achieving high-ranking visibility when users pose questions to voice assistants like Alexa or Google Nest (formerly Google Home). 🎙️🌟 

Here’s a glimpse into the expanding landscape of voice search: 

• Approximately 36% of Americans are proud owners of smart speakers (Edison Research, 2023). 
• Amazon emerges as the dominant force in the smart speaker market within the US (Statista, 2023). 
• Half of US consumers engage in voice search daily (UpCity, 2022). 
• The daily usage percentage is even higher among US consumers aged 25-34, with around 58% embracing voice search (UpCity, 2022). 
• Voice search serves as a popular means for inquiries about weather and local “near me” searches (UpCity, 2022). 
• The top three categories for smart speaker purchases are health and beauty, electronics, and household supplies (Comscore, 2021). 
• Between August 2019 and August 2021, consumers bought a staggering 8.9 million health and beauty items via smart speakers (Comscore, 2021). 
• Approximately 90% of consumers using voice search opt for English queries (UpCity, 2022). 
• This progression in voice search underlines its significance, necessitating strategies that align with changing user behaviour and technology. 

Insights into Video SEO Trends

Video SEO involves the meticulous optimisation of your video content to secure higher rankings and enhanced visibility. This encompasses platforms like your website, various social media channels and YouTube. 📹 

Here’s a glimpse into the dynamic expansion of this facet of SEO: 

• An unprecedented 91% of companies are now employing video as a marketing tool (Wyzowl, 2023). 
• Around 70% of marketers who had yet to incorporate video into their strategies planned to initiate its usage in 2023 (Wyzowl, 2023). 
• YouTube stands as the premier platform for video marketing, utilised by 90% of video marketers. Additionally, 86% utilise Facebook, while Instagram and LinkedIn are employed by 79% (Wyzowl, 2023). 
• The most prominent YouTube searches in 2022 encompassed “TikTok mashup 2022” in the US and “Ukraine” on a global scale (Semrush, 2022). 
• Within the US, 40% of the top 20 trending searches on YouTube revolved around music (Semrush, 2022). 
• The all-time top YouTube searches are “Fortnite” in the US and “Minecraft” worldwide (Semrush, 2022). 
• The dominant categories within the top 10 most-subscribed YouTube channels in 2022 encompassed Music, Children’s content, Sports, and Entertainment (Semrush, 2022). 
• In 2022, individuals averaged 17 hours per week watching online video content (Wyzowl, 2023). 
• This ongoing growth in video SEO emphasises its pivotal role in modern marketing strategies, demanding a comprehensive understanding and adaptation to evolving user behaviours and preferences. 

 Insights on Local SEO Trends

Local SEO strategies entail optimising your online presence to amplify visibility, attract online traffic and elevate brand recognition. 

These statistics underscore the burgeoning significance of this strategy, particularly for small businesses: 📍📈

• An astonishing 98% of individuals engage in reading online reviews about local businesses (BrightLocal, 2023). 
• In 2022, approximately 87% of consumers explored local businesses using Google Search, reflecting a 6% rise compared to the previous year (BrightLocal, 2023). 
• A graphical representation from the Local Consumer Review 2023 Survey exhibits the platforms and apps employed for assessing local businesses over the past year. 
• A complete Business Profile displayed during Search and Google Maps browsing enhances the perception of your business as “reputable,” making customers 2.7 times more likely to consider it as such (Google, 2023). 
• Businesses boasting a comprehensive Business Profile also witness a 70% higher likelihood of customer visits and a 50% greater likelihood of customer contemplation of making a purchase (Google, 2023). 
• The number of consumers employing Google Maps for “shopping near me” searches has surged by over 100% year-over-year on a global scale (Google, 2022). 
• Across diverse industries, Google emerges as the most trusted platform for consumers in search of local business reviews (Google, 2023). 

The data reinforces the pivotal role of local SEO in establishing a robust digital presence and building trust with potential customers within your immediate vicinity. 

Insights on Ecommerce SEO Trends

E-commerce businesses employ e-commerce SEO strategies to enhance their rankings, understanding that higher rankings for product-related keywords can significantly boost sales prospects. 

Here’s a compilation of the latest SEO statistics relevant to e-commerce store owners:

• Close to 70% of consumers instinctively head to the search bar upon arriving at an online retailer’s website (Nosto, 2023). 
• The e-commerce sector achieved a decade’s worth of growth within just three months during the pandemic (McKinsey, 2020). 
• Amazon.com takes the lead as the most-visited e-commerce site within the US (Semrush, 2023). 
• Mangakakalot.com secures the title of the most-visited e-commerce site on a global scale (Semrush, 2023). 
• The count of keywords has risen for transactional and commercial searches, while it has decreased for navigational and informational searches (Semrush, 2023). 
• A visual depiction reveals the number of keywords based on search intent: navigational (16.55 million keywords), transactional (43.3 million), commercial (24.29 million), and informational (109.12 million). 
• In 2022, top ecommerce websites achieved a noteworthy 20% increase in the average number of keywords per page compared to 2021 (BrightEdge, 2022). 
• Approximately 33% of overall traffic directed towards ecommerce sites originates from organic search (Wolfgang Digital, 2020). 
• Roughly half of shoppers indicate that they conduct research on potential purchases through Google before making online transactions (Google, 2019). 
• In a survey conducted by Google, 59% of shoppers revealed using Google for researching both in-store and digital purchases (Google, 2019). 
• Over 50% of consumers claim they discover new brands by utilising Google (Google, 2019). 

 Insights into B2B SEO statistics

B2B marketing SEO statistics revolves around transactions between companies. In the realm of B2B SEO, the objective is to place your business’s content strategically before other businesses. 🚀📊 

Here’s why investing in this facet of SEO yields substantial benefits: 

• B2B companies secure twice the revenue from organic search compared to any other channel (BrightEdge, 2019). 
• A significant 27% of the B2B buying journey is devoted to independent online research by B2B buyers (Gartner, 2019). 
• SEO marketing strategies rank as the third most implemented marketing tactic among B2B enterprises, following social media stats and email marketing (Sagefrog, 2022). 
• Tracking content performance, website traffic claims the lead spot as the prime metric for B2B marketers (CMI, 2023). 
• A visual representation displays the metrics B2B marketers utilised to gauge content performance over the past year. 
• Approximately 8 out of 10 B2B buyers prefer to initiate contact with vendors themselves (Google, 2022). 
• About 94% of B2B buyers possess a “somewhat” or “fully informed” understanding of their intended purchases before engaging with sales representatives (Google, 2022). 
• When it comes to learning about product or service usage, roughly 81% of B2B buyers favour video content over written material (Brightcove, 2022). 
• Nearly 57% of B2B sellers’ express dissatisfaction with the content their marketing teams generate, deeming it “generic and unresponsive” (McKinsey, 2022). 
• Elevating the relevance and engagement of your content can potentially lead to a 5-10% upsurge in B2B revenue (McKinsey, 2022). 

Insights on SEO Industry Trends

Google’s algorithm undergoes consistent updates to align with technological advancements, with 10 confirmed Google updates noted in 2022. Consequently, the SEO industry must continually adapt to remain aligned. 📈🔍 

Here are key statistics pertinent to this field: 

• A significant 88% of marketers who already invest in SEO intend to either increase their allocation or maintain the same budget in 2023 (HubSpot, 2023). 
• SEO retains its status as a top trend that marketers are harnessing in 2023 (HubSpot, 2023). 
• Merely 29% of marketers effectively attract and convert leads through websites and blogs utilising SEO tactics (HubSpot, 2023). 
• For brands, organic search and referral traffic emerge as the most substantial and effective sources of marketing return on investment (Semrush, 2023). 
• Approximately 46% of marketers and business owners concur that SEO drives content marketing success, while 47% attribute the same to audience research (Semrush, 2023). 
• In a survey targeting marketing experts, organic traffic claimed the top spot as the primary metric for assessing content performance (Semrush, 2022). 
• Over 70% of marketers have in-house SEO personnel, whereas 38.7% rely on external consultants (Searchmetrics, 2022). 
• In a recent SEO survey, nearly 40% of respondents allocated more than 40% of their total marketing budget to organic search endeavours (Searchmetrics, 2022). 

SEO vs PPC statistics 

• Slightly over 53% of businesses had plans to augment their SEO expenditure during the past year, while nearly two-thirds anticipated increased spending on PPC (Searchmetrics, 2022). 
• AI and automation have influenced the SEO strategy of 84% of bloggers for the year 2023 (HubSpot, 2023). 
• Marketers display a diverse outlook on the impact of AI, with 44% envisioning a positive influence on their SEO strategy, 51% expecting no influence, and 5% anticipating a negative impact (HubSpot, 2023).

 Equip Yourself for the Dynamic SEO Terrain

Consumer search patterns are in constant flux. 

Our comprehensive “State of Search” report, updated annually, delves into the latest trends and offers a plethora of search engine optimisation statistics. 

Alternatively, explore the tools instrumental in our compilation, such as Semrush Sensor, Domain Overview and Traffic Analytics.