Search is a major part of the digital universe. The World Wide Web is like a huge directory that stores vast quantities of data, and search is vital to make this massive amount of information simple to find and use.

Approximately 30% of worldwide web traffic is the result of people browsing on search engines such as Google, Bing, Yahoo! This figure rises to 51% when it comes to the traffic of business websites. Search is essential for helping people locate the content they are searching for online, especially in the B2B sector.

51% of all web traffic to business sites is generated by search engines.

No matter if someone is looking for ideas, researching something, or looking for the product or services they want, they need to be able to locate what they need before they decide to get in touch.

The same applies to both B2B and B2C clients. Traditionally, B2B buyers have had to turn to catalogs, showrooms, warehouses, or sales reps to find the products they needed. These practices still exist, but as more buyers turn to the internet to make their purchases, these methods are being supplemented – and in some cases replaced – by digital search.

48% of B2B buyers like to go to a supplier’s warehouse, showroom or website to look for product.

According to consumer preferences and behaviors, we suggest three elements crucial for any successful B2B search strategy:

  1. Search should be an omni-channel strategy. Buyers are increasingly using a variety of sources to find and purchase products, from physical stores to eCommerce sites, mobile apps, and marketplaces. Shoppers will routinely check websites for comparisons, even when shopping for items in brick-and-mortar stores. It's evident that this behavior is now also being applied to B2B purchases. Search advertising is no longer just a tool to guide buyers to products they want to buy; it is also used to improve the overall experience, whether online or offline.

  2. Customers are looking for enhanced search features on the website. Buyers expect to see innovations, for instance, faceted search. This is a useful tool that provides greater accuracy, particularly when there are many variables, such as color, size, collections, materials, etc. Buyers are looking for more of these innovations that help them narrow down the selection and easily find what they are looking for, to be carried over into the B2B sector.

  3. Search results should be informative and up to date. While it is important to build a relationship with customers and potentially secure an order in the future, it could also be extremely frustrating for a customer if a deal is discussed and it turns out that you cannot provide them with the product or service in a timely manner. When buyers were asked what type of information they would like vendors to have access to in real-time, these six categories were mentioned: stock, new product availability, pricing, order information, service, and product updates such as launches, discontinuations, and recalls.



A survey has demonstrated that having the ability to quickly and effectively find the needed products or services online is of great importance to B2B buyers.

In order to be successful in B2B search, it is essential to recognize that today's clients search for products using a variety of different methods, and they are looking for simplicity, uniformity and ease of browsing across all channels. Therefore, as one of the cornerstones of digital purchasing journeys, B2B companies need to make search an essential element of their omni-channel strategies.


With experience in optimizing search across various industries, user behaviors and regions, Kara5's team of search experts are specialized in accessing the quality of the search campaigns and recognizing underlying issues that limit the discoverability of the products or services. We build a detailed plan to enhance performance through people, processes and technology, as well as strengthen the on-site search relevance and accuracy for users.

Reach out to us to explore ways to grow your business with search as a part of an omni-channel B2B strategy.