In the fast-paced world of digital marketing, staying ahead of trends, leveraging statistics and sourcing reliable insights can be essential for success online. From SEO and content marketing to PPC, paid media, social media and digital PR, each specialism of digital marketing offers unique opportunities. However, they also require a solid understanding of the latest industry trends, tools, strategies—and the statistics behind them.
With nearly 20 years in digital marketing under our belts, Koozai’s experienced digital marketing teams have used their expertise, research skills and industry nous to source a range of reliable statistics on industry performance, trends and challenges. This article serves as a comprehensive resource of digital marketing statistics for marketers. Organised into key categories, including SEO, PR, content marketing, social marketing and paid media, this article aims to provide a growing database of 100+ digital marketing statistics—helping marketers like you make informed decisions, optimise digital strategies, and stay on top of the latest industry insights.
SEO & Search Marketing Statistics
SEO Industry Statistics
These SEO statistics highlight the pivotal role that search marketing plays in driving online traffic and enhancing online visibility:
The value of the global SEO market size is projected to exceed $103.5 (£81.54) billion by 2025.
93% of web experiences start with a search engine, underscoring the critical need for online businesses to prioritise search visibility.
Organic search now accounts for approximately 53.3% of all website traffic— illustrating the significance of SEO as a marketing tool.
Google still holds 92% of the global search engine market share, illustrating its dominance in the search engine market.
91% of companies reported that SEO activity positively impacted website performance and marketing goals in 2024—reinforcing the ROI potential of a robust SEO strategy.
Technical SEO Statistics
Technical SEO forms the foundation of a high-performing website. These technical SEO statistics reveal common pitfalls and technical SEO optimisation opportunities:
Just 33% of websites pass Google’s Core Web Vitals threshold—demonstrating potential gains that can often be made with simple website optimisations. Core Web Vitals are a set of metrics that Google use to evaluate a website’s user experience and overall performance
95.2% of websites have redirect issues, and 88% have HTTP to HTTPS redirect issues.
80.4% of websites are missing alt attributes on images, which hinders accessibility
72.3% of websites have slow page speeds, which can lead to poorer keyword rankings. Websites that load in under two seconds see 15% more traffic and 12% lower bounce rates.
Over 60% of websites have pages linking to redirects—which can lead to redirect chains, inefficient indexing and poor ranking potential in search engines.
Local SEO Statistics
Local SEO is essential for businesses that operate in local regions across the country. Here are some key local SEO statistics:
46% of all Google searches are for local businesses or services, demonstrating the significance of local search in consumer behaviour.
63.6% of consumers check reviews on Google before visiting a local branch or business.
28% of local searches result in a purchase—highlighting the high conversion potential of local SEO.
Nearly one-third of all mobile searches are also location-based searches—illustrating the importance of optimising for mobile when it comes to local SEO.
Google My Business Statistics
Google My Business (GMB) – now called Google Business Profile (GBP) – is a vital SEO tool for local companies. It helps ensure visibility of business locations by showcasing business directory listings in Google Search results and on Google Maps. These Google My Business statistics show its impact:
Some surveys suggest that companies with complete Google My Business profiles are two times as likely to be considered reputable by consumers.
Over 70% of people using Google Maps are on mobile devices, which illustrates the importance of optimized GMB profiles for mobile.
On average, users spend 6.5 minutes per session on Google Maps.
Video Search Statistics
With Google owning YouTube, popular and helpful video content on the platform often rankings highly for informational user searches. This means that video content is playing a growing role in search marketing:
By the end of 2024, online videos are expected to make up more than 82% of all consumer internet traffic.
Websites with video content are on average 53 times more likely to rank on the first page of Google search results.
In some cases videos on landing pages can increase conversion rates by up to 80%. This illustrates its importance for aiding customer experience and showcasing products and services.
61% of B2B marketers expect to invest more in the use of video within their marketing efforts in 2025.
Voice Search Statistics
Voice search is slowly but surely reshaping how users interact with search engines:
40% of adults now use voice search daily (e.g. via Google Assistant, Alexia or Siri). This reflects the growing role of voice-activated searches in consumer behaviour.
Mobile voice searches are three times more likely to be locally based compared to text searches. This emphasises the importance of local SEO for voice search.
Other SEO Statistics
32.8% of SEO professionals consider on-page elements to be the most crucial factor for SEO success.
Targeting long-tail keywords can increase click-through rates by 1.76 times. They can also offer higher specificity, better audience targeting and sometimes lower competition too!
On average the first organic search result on Google has a typical click-through rate (CTR) of 39.8%. Moving from the second to the first position in search results can lead to a CTR increase of up to 74.5% – illustrating the gains that can be made from small ranking improvements.
70% of marketers now use AI to assist with SEO tasks (e.g., for metadata production, keyword ideas or content writing)
Mobile SEO Statistics
Mobile searches account for 55% of global website traffic and more than 57% of traffic now comes through smartphones. This illustrates how mobile is the dominant medium for using search engines.
Over 70% of people using Google Maps are doing so on mobile devices.
PR Statistics
UK PR Industry Statistics
Public relations is a cornerstone of brand visibility and reputation management. Here are the latest PR industry statistics:
The PR industry’s revenue in the UK is projected to be worth approximately £4.7 billion in 2024.
The value of PR services to the UK economy is expected to increase by 6.67% annually to reach £6.45 billion by 2029.
The tech sector drove 25% of total PR industry growth in 2024.
General PR Statistics
42% of PR leaders heavily rely on data and analytics in 2024 which shows that data-driven PR campaigns are becoming the norm.
82% of PR budgets in 2024 included an allocation for social media advertising. This shows the increasing cross-over between the two and the potential to use both platforms together to enhance impact and audience reach.
Demand for crisis PR services increased by 40% in the past year. This demonstrates the increasingly challenging media landscape for companies and the importance of managing reputation in challenging times.
78% of PR campaigns in 2024 heavily utilised video content.
68% of PR professionals cite storytelling as the most important skill for 2025. This reflects the importance of building a brand narrative for connecting with audiences.
Statistics on PR Challenges
50% of comms leaders now say that effectively measuring PR campaigns and activities is as a significant challenge in 2024/25
A further 65% of PR professionals are now leveraging advanced monitoring tools.
Media crises are becoming more difficult to manage. Only 21% of global comms leaders think that their current ability to prevent crises before they happen are ‘excellent’.
People are becoming increasingly distrustful of UK media, with just 34% of UK adults saying that they have a high level of trust in media outlets.
Content Marketing Statistics
Content Strategy Insights
Content remains a cornerstone of digital marketing and is important both for driving SEO performance and building a compelling brand offering to consumers. These content marketing statistics reflect its impact and evolving trends:
72% of marketers say that content marketing efforts increased their engagement in 2024. This illustrates the key role of quality content creation for connecting with new and existing audiences.
61% of customers claim that they are more likely to buy from brands producing original and relevant content. This illustrates the importance of also prioritising engaging content in your marketing strategy over content that only ‘sells’.
Blog posts generate 67% more leads than outbound marketing strategies and marketers who prioritise blog content are 13 times more likely to achieve positive ROI. This highlights the importance of creating strong editorial content that captures attention early on in a potential customers’ journey.
70% of marketers now use AI to assist with content creation.
41% of marketers cite improving content quality as their top priority for 2025. This reflects the importance of quality content production for the best chances of success in search engines and other online channels too.
Content & AI Statistics
63% of organisations believe that their organic traffic, visibility or rankings have been positively influences since the roll out of AI like ChatGPT
However trust in the quality of AI is not high. Only 4% report a high level of trust in generative AI’s outputs and just 17% believe its content outputs are very good.
54% of B2B marketing teams currently take an ad hoc approach to AI, experimenting but not applying it widely.
Only 19% of B2B marketers say that AI is currently integrated into their daily processes/workflows.
40% of B2B marketers plan to increase investment in AI for content optimisation/performance in 2025.
Statistics on Content Channels
92% of B2B marketers use short articles/blogs, while 89% use social media, 76% use videos, 75% use case studies, 52% use thought leadership content and 32% use webinars
27% of B2B marketers plan to boost investment in building online communities in 2025.
84% of B2B marketers use paid channels to distribute content.
Common Content Marketing Challenges
Only 26% of B2B marketers say their organization has the right technology to manage content across the organisation.
The two challenges cited most often for B2B marketers measuring content performance are attributing ROI to content efforts (56%) and tracking customer journeys (56%).
PPC, Paid Media & Digital Ads Statistics
Digital Advertising Statistics
Digital advertising is forecast to make up 81% of the UK’s total advertising revenue in 2024. The UK has the largest share of digital advertising revenue in Europe.
Revenue from digital ads is forecast to surpass £40 billion in 2025. Mobile advertising spend in the UK is projected to be £29.3 billion by 2025.
Digital ads will help to drive a 7% increase in total media sales in 2025.
In 2023, search advertising spending in the UK rose by 11.9% year-on-year.
The global advertising industry is anticipated to exceed $1 trillion (£787.86 billion) in revenue for the first time in 2024, with major tech companies like Amazon, Google, and Meta capturing over half of this total.
PPC Statistics
67% of UK B2B marketers say that PPC is crucial for lead generation within their business.
A further 64% of B2B marketers say that PPC is the most effective paid media strategy for their company.
40% of B2B marketers anticipate that their company will increase investment in paid advertising in 2025.
On average, companies allocate 12% of their total marketing budgets to PPC campaigns.
76% of UK businesses allocate more than half of their digital ads spend to Google Ads.
Some studies suggest that PPC ads can result in an up to 50% rise in organic traffic, as paid ads often complement organic search efforts.
Paid search is responsible for approximately 10% of website traffic overall.
Approximately 65% of all high-intent searches result in a paid ad click, illustrating the effectiveness of PPC in influencing purchase decisions.
PPC / Paid Strategies Statistics
Remarketing ads have a 10x higher click-through rate compared to regular display ads. They can also lead to a 147% higher conversion rate.
Over 50% of PPC clicks are made using mobile devices and mobile-optimised PPC campaigns can have an up to 75% higher CTR compared to non-mobile optimised campaigns.
Branded PPC campaigns can see an up to 31% higher CTR compared to non-branded campaigns.
Seasonal PPC campaigns generate an average ROI increase of 50% compared to non-seasonal ads.
Approximately 46% of all clicks are directed to the top three paid advertisements in search engine results.
The average conversion rate across all industries for search ads stands at 4.2%.
Google Ads Statistics
Google Ads holds a 29% share of the global digital ad market.
Paid ads in the first position on Google search pages have an average CTR of 31%.
The average CPC for Google Ads in the UK ranges from £0.75 to £1.50.
Google Shopping Ads account for 65% of all clicks on paid search campaigns for e-commerce businesses.
Google Shopping Ads have an average CTR of 0.86% (significantly higher than standard display ads)
Ads in the first position on Google have a 27.7% click-through rate on average and ads in the second position have an average 19.2% CTR.
Social Media Ads Statistics
Paid social media ad spend in the UK is projected to grow by 14% annually in 2025.
31% of B2B marketers have increased their use of YouTube in the last year.
PPC video ads on YouTube have a 3.84% CTR on average.
In 2024, watch time for YouTube ads in the UK increased by 18% year-on-year.
85% of B2B marketers say that LinkedIn is the social media platform that delivers the best value for their organisation.
LinkedIn Ads achieve an average CPC of £4.10 in the UK.
68% of B2B marketers have increased their use of LinkedIn over the past 12 months.
27% of B2B marketers have increased their use of Instagram over the past year.
9% of B2B marketers have increased their use of TikTok over the past year.
TikTok’s ad revenue in the UK is forecasted to grow by 38% in 2024 as brands target younger audiences.
20% of B2B marketers have increased their use of Facebook in the last 12 months.
The average CPC for Facebook Ads in the UK is £0.78, with higher costs in competitive industries.
6% of B2B marketers have increased their use of X (formerly Twitter) in the past year
6% of B2B marketers have increased their use of Reddit over the past year.
Display Ads Statistics
The average conversion rate for display ads is 0.55%.
Only 44% of display ads are ever actually seen by users, emphasising the need for strategic ad placement.
AI & Paid Media Statistics
82% of UK PPC marketers now use Google’s automated bidding strategies.
Programmatic ad spending in the UK is expected to be worth £10 billion by 2025.
70% of PPC marketers use AI tools for bid optimisations and performance analysis.
Dynamic Search Ads now have a 30% higher conversion rate than traditional keyword-targeted ads on average.
We hope you found these digital marketing statistics useful. For further guidance or advice and insights, explore our other digital marketing articles, whitepapers, or get in touch to discuss your campaigns with our team.
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