- B2B SEO trends 2025
- Optimizing for Google AI Overviews
- Answer Engine Optimization (AEO) – Optimization for AI chatbots like ChatGPT & Gemini
- E-E-A-T
- Transition traffic-oriented SEO to lead-gen SEO
- Focus on Local SEO
- Video content
- Voice search optimization
- Building topical authority through content
- Systematic content updating and refurbishing
- Focus on transactional and bottom of the funnel keywords
- Diverse yet relevant backlink profile
- User experience over everything else
- B2B SEO trends + expert implementation for business growth
B2B SEO is nothing less than biting a walnut. There are multiple types of SEO to be taken care of and you need experts to implement and work on SEO consistently. Along with that you also need to stay updated with B2B SEO trends to know what is new.
Well, all of the above can be taken care of for you by ZeroAdo, one of the best B2B SEO agencies. Right now, let’s solve one problem at a time and that is about figuring out the B2B SEO trends for 2025.
B2B SEO trends 2025
Here is a list of all the B2B SEO trends that ZeroAdo is already implementing for its clients for lead generation. It’s time you get started as well!
Optimizing for Google AI Overviews
Check out the following images. 👇🏻

The above image is what your Google SERP used to look like earlier and below is what it looks like currently.

Notice any difference?
I am sure you have – AI overviews are evident enough. Nothing new with google updating its search results page but Google AI overviews are here to stay and are going to get only better with time.
That is why one of the top B2B SEO trends is now to update your strategies as per Google’s search features and specifically AI overviews.
Here is how you can do that!
- Make your content highly scalable by using correct heading structure because AI overviews display results in heading format as well.
- Creating scannable content with the right heading structure is also easy for bots to crawl, thus improving your chances of ranking.
- Create to the point precise content with only answering the questions your targeted keywords are posing.
- Make your content highly readable and human. The better the readability, the easier it will be for AI to understand what you are trying to say and rephrase it.
- Add images and optimize them for SEO, as AI ranks images too in search results thus increasing your chances of ranking.
- Optimize your on-page features like meta title, meta description, subheadings, and internal links.
Answer Engine Optimization (AEO) – Optimization for AI chatbots like ChatGPT & Gemini

The image you see above is an example of an answer engine. AI chatbots like Gemini, ChatGPT are also referred to as ‘answer engines’ because they directly give the answer to the user’s query without any fluff.
Optimizing your content for these answer engines is one of the emerging B2B SEO trends that you need to work on.
Now your content has to serve not only the humans but also these chatbots so they can feed it in their database and use it to respond to user queries.
Since, answer engines refine the answers for the users based on their query, you need to refine your SEO content also to optimize it for them.
- Make your keyword research as refined and niche as possible. Even if you are covering a vast topic, make it a point to cover several keywords in the form of headings.
- FAQs – FAQs – FAQs! That should be your focus within your content because users often ask things in question in answer format to the answer engines and having the same structure within your content will help your content get rank in answers.
- Make your data structured, add schema markups to make the ‘type of content’ clear. For instance, if it is an FAQ, how-to guide, a header, etc.
- Optimize your content’s tone and create it to answer the user’s search intent. Intent is what your reader wants to know through their query. Just focus on answering that through your content instead of beating around the bush or addressing fluff topics which are irrelevant.
E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is one of Google’s guidelines for content creation.
Google says that this is not a ranking factor for content but you will see all the content ranking is often following these guidelines. (Coincidence much?)
From Google Search Central –
“As a reminder, these guidelines are what are used by our search raters to help evaluate the performance of our various search ranking systems, and they don’t directly influence ranking. They can also be useful to creators seeking to understand how to self-assess their own content to be successful in Google Search.”
So following these guidelines while creating content is now one of the most important B2B SEO trends that all businesses are abiding by. Why? Because SEO and content marketing move hand in hand.
These guidelines (experience and expertise) are especially crucial in B2B content because of its technical nature and the intricate technical details it requires within the content.
Start now, if you haven’t been doing that already!
- Add author bio with your credentials and experience. Attach your LinkedIn and ‘X’ (formerly Twitter) accounts link to make it more authoritative.
- Make quality in-depth content yet keep it readable. Create content which gives action points to the reader and not just theory.
- Publish fresh content on your website consistently in your niche.
- Do a factcheck of the information you are providing to improve the trustworthiness of your content.
- Optimize on-page SEO features.
Transition traffic-oriented SEO to lead-gen SEO
Another one of B2B SEO trends is now moving away from traffic oriented SEO to lead-gen SEO.
Let’s look at the difference between the two and why the shift is needed.
Traffic oriented SEO | Lead-Gen SEO |
---|---|
Running behind impressions and clicks. 🏃 | No stress about the number of impressions and clicks. 💆♂️ |
1000 clicks but 0 leads. 🗑️ | Maybe just 100 clicks but 30%+ qualified leads. 💰 |
Traffic might keep increasing but business revenue doesn’t. 👎 | Traffic takes a backseat as you get qualified leads each month. 📈 |
Clearly traffic generation SEO gives you no real ROI! Eye opening much?
Traffic generation is now a vanity metric especially in the age of AI overviews that are eating up your clicks. So clicks and impressions do not guarantee business anymore.
What guarantees you business are leads. So stop chasing clicks and impressions and focus on led-generation instead.
This transition could seem difficult especially since these metrics must have been a benchmark for the success of your SEO.
But fret not!
ZeroAdo got you covered, we are one of the best SEO agencies in India that have helped multiple B2B brands make this transition smoothly.
Feel free to reach out to us and let us help you grow your business by getting quality leads.
Focus on Local SEO
Google “best realtor” and do not add any keywords like near me or give any specification about the region you are looking in. Check your search results page. Below is the result for my search.

What do you observe? Businesses/realtors are showing up in search results which are near you. Without you having to mention it.
That tells us that Google is now taking your location into account without you having to precisely mention it while searching. So now, local SEO for B2B businesses is even more important than earlier, and you can start implementing this B2B SEO trends in the following ways –
- Keep your NAP (Name-Address-Phone Number) of the business updated and consistent on your contact page and Google My Business profile.
- Set up a Google My Business profile, and keep it updated with posts, your catalogs, and ask clients to drop a review whenever possible.
- Target local keywords and do local link building.
- Create location based pages and content according to that.
- Make sure your website is mobile optimized as most of the searches happen through mobile.
Video content
Videos are the new ‘it content’ in the B2B world.
Why?
Because they are not only a better way of retrieving information but also entertaining because after all who doesn’t like visual content?
Did you know? As per a research by Rich Sanger, the list of most frequently linked URLs in AI overviews included YouTube URLs. |
Video content also helps you connect with your users better but they are also being promoted and ranked by AI overviews and Google.
Also, even though everyone has started following this B2B SEO trend, yet video content remains an unexplored territory. This is because for most of the videos YouTube SEO is not taken care of, so you get an edge and can leverage that to your advantage.
- Create video content of multiple kinds – demos, informational videos, product/service education videos, and more.
- Optimize your videos for YouTube SEO and also Google by optimizing video file name, description, and video title as per the keyword research.
- Publish content consistently and promote it within your blogs and on other marketing channels as well.

Voice search optimization

Do you call out Siri or Alexa to do a search for you or play music for you online, or any task that involves searching online.
I am sure you have! (Who wouldn’t? It’s easier and not gonna lie, kinda fun too!)
Well, your probable clients are using voice search too. The number might be comparatively smaller right now against other means of searching in B2B. But it is rising and you need to capture this B2B SEO trend before it takes off 🚀to get the maximum benefits of SEO in time.
Good things is that voice search optimization is however not too different from regular search optimization, here are a few things that you need to do differently –
- Focus on long tail keywords because through voice search your clients are able to elaborate more.
- Make your content conversational because that is the tone your clients are using too during voice search.
- Answer relevant questions through FAQs on your website as in most cases they could provide direct answers to voice search queries.
Did you know? As per Gartner, 50% searches on the internet were done through voice search in 2024. You can only imagine the scale now. |
Building topical authority through content
Topical authority refers to the expertise your website has on a particular topic. For example, at ZeroAdo, we have expertise in B2B lead generation.
Similarly, Mailchimp has expertise in email marketing and email newsletters and their website shows up for most of the related searches.
But how? Because they have built topical authority for the same niche by curating various types of SEO content on the topics around it. 👇🏻


When you create content step-by-step on a topic and keep creating content around the same, Google considers you an expert on the same and thus starts ranking your content pieces for the same.
It also benefits your SEO overall as you are able to build automated backlinks too with quality content that ranks.
To build topical authority with content-
- Cover all the keywords that there are in your niche.
- Make buckets of those keywords and create content based on those.
- Make content as keyword oriented as possible as that reduces fluff content and improves your chances of ranking since precise content is what is making the cut these days.
Systematic content updating and refurbishing
Just creating content would not be enough, the rising B2B SEO trends also include updating the content every now and then.
If you want your content to rank then it needs to be updated and refurbished as Google prefers the latest content with the currently relevant information.
So if you have blogs which were written 10 years back then start updating them. Because content even as old as a year also needs to be updated to be relevant and rank worthy.
Furthermore, every now and then there are guidelines from Google on content and they need to be followed as well. Also, your competitors are constantly creating and updating content and you do not want them to outrank you!
You can leverage tools like Ahrefs to find the content pages you lost traffic/value on by adding various filters.

- Run a thorough content audit monthly/quarterly, whatever is feasible for your business.
- Filter your top ranking content pieces and the ones getting you most leads.
- Check out the changes in their metrics like rankings, numbers of leads, and bounce rate.
- Find out gaps if there have been any dips in the performance of your top content pages.
- Update the content, fact check it, modify content as per the queries in your Google Search Console, and submit for re-indexing!
- Fix duplicate content errors if any.
Doing it on a regular basis will help you retain your rankings and you will not end up losing leads with loss of rankings.
Focus on transactional and bottom of the funnel keywords
As aforementioned, with AI coming in, traffic as a metric is irrelevant and also you get traffic on top of the funnel content pieces which you utilize for brand awareness.
Their purpose is now defeated as AI now answers all the top of the funnel queries. However, AI is unable to tackle bottom of the funnel queries (yet), and transactional keywords. 👇🏻

Transactional keywords have high buy intent, which means that every click you get is valuable. Also for buying intent keywords, even if AI starts showcasing the results, the user will still have to come to your product page to complete a transaction.
So your clicks might be fewer but each one of it will be valuable and that is what made it one of the top B2B SEO trends.
- Target transactional keywords which might be low in search volume but they will be highly valuable and find new SEO content ideas through them.
- Optimize the intent of your content written by keeping those keywords in mind.
- Target seasonal keywords that can get you long term clients with highly personalized SEO content.
Diverse yet relevant backlink profile
Link building is one of the B2B SEO trends that has been around for a long time and that will always be around.
Because SEO backlinks are not just important for Domain Rating and improved rankings anymore. They are also important to secure your rankings in AI overviews.
Content pieces with both quality and quantity backlinks are the ones that are considered credible enough by AI overviews to pick up content from.
But always remember that not every backlink is equal. Each backlink is different and can be measured in quality based on several factors like –
- The Domain Rating of the website the link is from.
- The type of website the link is from (media, business, or affiliate website).
- The traffic a website is getting.
- The context and anchor text of the link built.
- The website’s industry your link has been built from.
Out of all the factors, relevance of the link is one of the most important things. For instance, if you have a B2B product for WhatsApp automation, then placing a link in content talking about WhatsApp would be more relevant.
Relevance is not just limited to the content you are adding your backlink to but also the brand and its topical authority. So you need to place links not just contextually but also on a website which is relevant to your business.
Here is an example of a relevant and contextually built link by ZeroAdo for one of their clients. The link was about WhatsApp automation, and it has been added to a contextually relevant blog on client communication.

User experience over everything else
Did you know? More than 90% of B2B (Business-to-Business) buyers with a superior mobile experience will likely buy again from the same vendor, compared to about 50% of those with a poor experience. – Think With Google |
Lastly, one of the most important B2B SEO trends of 2025 is the experience your clients have on your website.
The design, the navigation, the value proposition, the content, the speed of your website, and even the ‘vibe’ , all of it must give an ‘AHA’ experience.
- Optimize your site structure, make it easy to navigate and put your services upfront.
- Work on the conversion rate optimization (CRO) of your website to improve qualified leads.
- Keep your interface user friendly.
- Manage your website’s loading speed and mobile friendliness.
- Create a user-centric website.
Once done with your website, go through it and think like a user – Would you want to sign up or buy services from your business?
And you will have your answer about the user experience of your website.
B2B SEO trends + expert implementation for business growth
This is the best #SEO #meme you could see today! pic.twitter.com/n9em5PRHIZ
— The One (@0x__One) July 28, 2023
You now have a thorough understanding of the B2B SEO trends for 2025.
But do you have the expertise to implement it?
Do you have a team to take care of SEO needs?
Do you know how to implement and stay up-to-date with the latest SEO innovations?
I ask this, because you are going to all of it, because B2B SEO requires expert implementation and consistent efforts. If you do not have that then also you have nothing to worry about.
Just hire ZeroAdo, one of the best B2B SEO agencies that does what it claims and gets you quality leads!
Get your B2B SEO audit done from us now!