The B2B Data You Already Have Is Your Best SEO Asset

My thesis

Where I noticed this

One of my strategies for getting new clients is to look at small and medium-sized B2B companies and work out what their marketing strategy actually is. Most of the time, I focus on content marketing because, in my opinion, this is where a lot of companies struggle to execute.

What I noticed over time is that only a handful of B2B companies use their in-house data to communicate with their customers. Just a few are not afraid of sharing the data, and more importantly, of sharing their read on the data.

Why the other 90% are not doing it, I can not answer. Maybe it's the fear of competitors seeing in-house numbers. Maybe it's the fear of copycats. Maybe they simply don't know what their data means for their customers.

Either way, by not sharing your B2B in-house data you are leaving a lot on the table. Let me explain why.

What Google calls information gain

Google filed a patent in 2018 called "Contextual estimation of link information gain" and had it granted in 2022. It describes its purpose like this:

In plain language, information gain rewards a page for what it adds that the reader has not already seen. The patent describes more than that, including per-session scoring and semantic comparison, which goes beyond what I want to cover here (Ahrefs, Information Gain, August 2026).

Google filed this long before AI answers existed, but the mechanism fits them perfectly. Deciding what to show next in a sequence, once the reader has already seen a few sources, is exactly what an AI answer engine does when it assembles an answer.

One important note before you quote me on this. Google has never confirmed that it uses an information gain score in ranking or in AI search. The patent shows they thought about the problem. It does not prove they shipped it.

A lot of data and no content

As I mentioned, every week I audit a few B2B companies and send them my findings as a PDF, no strings attached. I like checking what others are doing, and putting the findings into a PDF takes minutes.

One company I came across recently was floatfinance.com. Float provides European B2B SaaS companies with revenue-based financing of up to 70% of their ARR, plus multi-currency accounts and FX, so they can fund growth without giving up equity. They raised €4.5 million in a Series A recently, which is exciting to see.

After reviewing their website and content, I realised they share almost no in-house data with their audience. For example: how many facilities were granted last quarter, at what average rate, which customers grew fastest afterwards, etc.

They own the platform, so I assume that they will have the data, but i might be wrong.

Straight from the top of my head, I already had one content idea they can execute for their blog post, social media, and if the angle is right for their Ads.

Take a keyword like "why use revenue based financing instead of debt financing". Low search volume, but as we all know, search volume in B2B means very little when one lead is worth thousands.

Data points they could put into that article:

Every one of those has the information gain element built in. Yes people can copy the article, but they can not copy the book it came from.

Disclaimer: I can only judge from the outside which data points might exist and could be shared publicly. I don't know their contract details or their internal numbers. These are suggestions off the top of my head.

Some external data points to prove my assumption

I went looking for somebody who had measured this. Three studies from this year came close enough.

Cyrus Shepard went through over 400 websites that had won or lost Google traffic across twelve months and checked each one against five characteristics:

Shepard then split those 400 sites into two piles. Websites that gained traffic over the year and sites that lost it. Of the sites that gained traffic, 92.9% owned proprietary assets, while 57.1% of the pages which lost traffic owned proprietary data.

That means implementing your data wont guarantuee always a traffic increase - it would also be way too easy to be fair 😁

Then On-Page.ai did something close to what I do every week. They took 150 pages ranking in the top three for 50 keywords in their industry and scored each page on how much it added beyond what the other ranking pages already said.

B2B SaaS came out at 44 out of 100. Eighth of ten industries, with only ecommerce and health below it, while legal took first at 62 (On-Page.ai, 150 pages across 10 verticals, June 2026).

Read that again....The industry sitting on the most in-house data publishes the least of it.

The same study found something else worth a sentence. In 90% of the search results they checked, at least one obvious reader question was answered by none of the three pages ranking on top.

Now the honest part, because I do not want to oversell this. Both teams wrote in their own reports that they measured correlation and not causation.

Shepard: "These findings are correlational and rely on manual classification, so they indicate association and cannot establish causation."

On-Page.ai: "We do not claim a causal relationship between the score and rankings or citations."

So nobody has proven that publishing your data lifts your rankings. What they showed is that the sites doing it are the ones winning, and in B2B SaaS almost nobody is doing it.

Copy-Proof Your Content

A fresh angle is not the same as a number that only you have.

Write a smart take nobody has published yet, and a competitor can feed it into ChatGPT and have their own version by lunchtime.

Your own numbers are different. How long your sales actually take, why deals fall through, what customers ask about in their first week.

A competitor can read those numbers. They can not get them, because they don't have your customers.

So don't look for a topic nobody has covered yet. Look for data points only you can produce and share.

Where Your Data Is Actually Sitting

Most companies I talk to skip this part because they picture messy research to get all of this data, but in fact they are most of the time looking at the data all the time. My advice to them is always: either make time to gather the data and find interesting angles or hire someone to do it, because the ROI of this is unimaginable.

Here are some channels you can typically get anonymous data from:

Every single one of those is an article your competitor can not write.

Two rules before you publish any of it. Aggregate it, so no individual customer is identifiable. And say how you counted, because a number without a method is just a claim.

The objection I always get at this point is that competitors will see it, and they will. But can they copy your numbers?

What I Suggest Doing First

Think about the question you get asked most. In every demo, on every call, in every email. You already answer it from memory.

Say people always ask how long onboarding takes. Open your data, look at the last fifty customers, work out the real number.

Then look up what people are searching for these terms on ahrefs, semrush etc.

Build your blog posts, which are kind of keyword-driven, but write them around YOUR data points. Use your data points as the unique elements that make this article more valuable than a generic blog post.

Obviously, this is really high-level, but I hope you get the point.

Sources