The Latest SEO And Lead Generation Stats For 2025

Your buyers now enter through two front doors: classic search engines and AI answer engines. Google reports its AI experiences are among the most successful Search launches in a decade, with queries that surface AI Overviews seeing >10% usage growth in major markets (Google). Meanwhile 78% of organizations use AI in at least one business function, most often in marketing and sales (McKinsey). With marketing budgets holding at ~7.7% of revenue for a second year (Gartner), teams need proof-first content that ranks in SERPs and is quotable inside AI answers.

At a Glance

• AI search is mainstreaming: Google expanded AI Overviews to 200+ countries and 40+ languages and says people use Search more often where Overviews appear. (Google expansion, Google guidance)
  
  
• Search still leads B2B discovery: Benchmarks consistently put search (organic + paid) as the largest B2B/SaaS traffic source, with organic among top revenue channels. (Powered by Search,  Backlinko)
  
  
• Zero-click is real: Overview-style results (incl. AI Overviews) increase no-click behavior on certain query types; plan for branded/direct follow-ups and “click-for-depth” assets. (Similarweb explainer)
  
  
• Budgets are shifting, not shrinking: CMOs sit at 7.7% of revenue; marketers are expanding GenAI usage for research and personalization. (Gartner budget snapshot, Salesforce State of Marketing)
  

Why showing up in SEO and AI matters

Google’s own guidance states AI Overviews “display links in a range of ways” and “show a wider range of sources” (Google developer blog), which means the winners are pages that are both rankable and answerable—short, citation-ready summaries plus deep proof for evaluators. Pair that with the reality that search remains the largest origin of B2B sessions and that organic is a top revenue channel (Backlinko), and the strategy is clear: optimize for engines and AI, simultaneously. 

Do next

• Treat “SEO for engines” and “optimization for AI answers” as parallel workstreams.
  
  
• Prioritize problems-first pages with 40–60-word summaries and verifiable proof (uptime, SOC2/ISO, ROI).
  

The state of clicks: zero-click and changing behavior

Overview-style answers satisfy quick intent, reducing classic “blue-link” clicks—especially for definitions and news. Google counters that AI Overviews increase overall usage and still expose links (Google); either way, your plan should assume more brand/direct navigations and clicks when depth is required (pricing, comparisons, calculators).

Counter-moves

• Own brand SERPs (sitelinks, docs, pricing, security, reviews).
  
  
• Publish comparison tables, ROI/pricing logic, and calculators that demand a click.
  

Budgets and adoption: where leaders are spending

• Budget reality: With marketing holding near ~7.7% of revenue (Gartner), leaders are reallocating toward channels that prove pipeline and revenue, then partnering with a specialist like Brand Vision to execute fast and measure clearly.
  
  
• AI adoption: 78% of organizations use AI; top functions include marketing & sales. (McKinsey)
  
  
• Team behavior: Marketers report growing GenAI use to research, create, and personalize at scale. (Salesforce)
  
  
• Trust & influence: B2B buyers respond to proof and authority; trust is the lever for conversion. (LinkedIn B2B research hub)
  

Playbook: how to win on SERPs and inside AI answers

1) Build an AI-ready content graph

Cluster around buyer problems; interlink solution pages, docs, benchmarks, FAQs, and a glossary. Start each pillar with a quote-ready 40–60-word answer.

• Impact: more featured snippets and citations inside AI Overviews.
  
  
• Reference: Google guidance

2) Design for answerability

Use H2 questions, ≤50-word answers, a comparison table, and FAQPage/HowTo/Product schema.

• Impact: more AI/SERP visibility; faster scanning for humans.
  
  
• Reference: Powered by Search

3) Fortify brand SERPs

Make your brand result undeniable: titles, sitelinks, schema, IA, and review visibility.

• Impact: higher branded CTR, especially post-overview exposure.

4) Distribute where B2B lives

Repurpose benchmarks, comparisons, and calculators into LinkedIn threads/carousels and email nurtures.

• Impact: more SQL-grade leads from problem-first content.
  
  
• Reference: LinkedIn B2B research

Measurement updates for 2025

• Add “AI search/answers” as a channel and watch branded/direct lifts after releases. (Google product updates)
  
  
• Segment zero-click by topic; expand deep evergreen content where overviews satisfy surface queries. (Similarweb)
  
  
• Attribute content-assisted pipeline; docs and integration guides often influence late-stage deals. (Powered by Search)
  

Recap of the Latest 2025 SEO Stats Your Team Must Consider

• AI Overviews → usage up: Google reports >10% usage increase for queries that show AI Overviews; links are still shown in multiple formats.
  
  
• Search primacy: Search (organic + paid) remains the largest B2B/SaaS traffic source; organic is a top revenue channel.
  
  
• Budget direction: Marketing budgets hold ~7.7% of revenue; prioritize demonstrably performing channels.
  
  
• AI adoption: 78% of organizations use AI, with marketing & sales among top functions.
  
  
• Marketer behavior: Teams report expanding GenAI usage for research, creation, and personalization.

FAQ

Is SEO still valuable in 2025 for B2B?

Yes, search remains the largest source of traffic and a top revenue channel.

How fast is AI search growing?

Google reports AI Overviews boosted usage by more than 10% on supported queries.

Where should marketing budgets focus this year?

On channels that prove pipeline impact: SEO, search, and AI-enabled content.

Are most companies already using AI?

Yes, 78% of organizations use AI, most often in marketing and sales.

How do we counter zero-click search results?

By owning your brand SERPs and publishing answerable, proof-rich content.

Bottom line

SEO and AI search are no longer separate conversations — they’re two sides of the same discovery process. Google is surfacing AI answers more broadly, while search engines still account for the majority of B2B traffic and revenue. The takeaway for tech and B2B leaders: optimize for both SERPs and AI answers, build content that’s short, answerable, and easy to cite, and make sure your brand dominates its own search presence. Teams that adapt quickly will capture attention where buyers actually start their journey and convert more pipeline in 2025.