SEO and keywords statistics

SEO remains one of the strongest B2B channels, but the numbers are sobering: the top spots are winner-takes-most, and most pages get nothing. This data shows where the real upside actually is.

Last updated: June 14, 2026 · 8 verified statistics

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Tanguy De Keyzer Oprichter & digitale strateeg

39,8% Average organic CTR for position #1 in Google The number one spot draws by far the most clicks. That share is under pressure from AI Overviews and SERP features, but a top ranking remains the most valuable real estate in the search results. Source: First Page Sage (2026)

68,7% Share of all clicks that go to the top 3 organic results Anyone outside the top 3 is fighting over the remaining scraps. For B2B this means focusing on a handful of winnable keywords pays off more than trying to rank broadly. Source: First Page Sage (2026)

96,55% Of all web pages get zero visits from Google Ahrefs analyzed billions of pages. Most content never performs because it isn't targeted at anything. Publishing without a keyword strategy is almost always wasted effort. Source: Ahrefs (2026)

94,74% Of all keywords get 10 or fewer searches per month The search market is a long tail. Those specific, low-volume keywords are often exactly where buying intent and B2B niches live. Source: Ahrefs (2026)

0,0008% Of all keywords get more than 100,000 searches per month High-volume terms are extremely rare. The real market is in the long tail. For B2B with a niche audience that's often more valuable than fighting over a handful of expensive, competitive terms. Source: Ahrefs (2026)

72,9% Of pages in Google's top 10 are older than 3 years Top positions are dominated by proven, mature content. SEO is a long-term investment, not a quick win. Source: Ahrefs (2026)

1,74% Of newly published pages reach the top 10 within a year New content rarely ranks straight away. Plan for months to years, and treat SEO as a long-term channel alongside faster channels. Source: Ahrefs (2026)

53% Share of website traffic that on average comes from organic search results Organic is by far the largest traffic channel. Well-targeted SEO builds a traffic source that keeps performing without paying per click. Source: BrightEdge (2026)

What do these figures mean for Belgian B2B companies?

The common thread in the SEO numbers is winner-takes-most: the top 3 captures the lion’s share of clicks, and almost every page gets nothing at all. For B2B, that means focus pays off. Don’t publish a hundred pages hoping something sticks, target the keywords where your ideal customer is showing buying intent.

Those keywords usually live in the long tail: specific, low-volume, and precisely matched to a B2B niche. Good B2B keyword research maps out which terms bring in customers rather than just traffic. And because top rankings take months to years to build, SEO is a long-term investment. Measure success by customers and revenue, not by rankings as a goal in themselves. A ranking is a means; the inquiry in your inbox is the result. Want to know what’s realistic for your market? Take a look at our SEO approach.

Frequently asked questions

Is a top ranking still worth as much now that AI Overviews exist? +

A top ranking remains the most valuable real estate in the SERP, but the click share is falling because AI Overviews and featured snippets show answers at the very top. So measure success by inquiries and revenue, not just the ranking itself. A lower position on a buying-intent keyword can generate more than #1 on an informational term.

Should I target big keywords or the long tail? +

For B2B, almost always the long tail. About 94.74% of all keywords get 10 or fewer searches per month, and barely 0.0008% exceed 100,000 searches. Together those specific terms represent a huge share of search demand, often exactly where buying intent sits. It's better to rank for ten targeted terms that generate customers than to fight over one big, competitive volume keyword.

How long does it take for SEO to deliver results? +

Plan for months to years. Only 1.74% of newly published pages reach the top 10 within a year, and nearly three quarters of top pages are older than three years. SEO is a long-term investment, best combined with faster channels for the short term.

B2B keyword research: your best keywords come from sales conversations

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Source: Customer Impact, SEO and keywords statistics, https://www.customerimpact.be/en/marketing-statistics/seo-and-keywords/

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