SEO Case Study: Increased Organic Leads 155% in 8 Months for a B2B Cloud Migration Partner in Dallas
A Dallas based B2B cloud migration partner teamed up with Goforaeo on 01 February 2025 after relying too much on referrals and paid campaigns for new opportunities. Their website had good credibility, but it was not attracting enough high intent buyers from Google.
This SEO Case Study shows what we changed, what we published, how we tracked leads properly, and how the numbers moved month by month.
Quick snapshot:
This SEO engagement ran for 8 months from 01 February 2025 to 30 September 2025. The primary location focus was Dallas, Texas, with supporting visibility across nearby business hubs where their buyers search.
We did not chase vanity traffic. The focus was building consistent inbound inquiries for cloud migration assessments, discovery calls, and managed cloud conversations.
Results by 30 September 2025:
- Organic leads per month: 22 to 56
- Increase: 155% (22 to 56 is a 154.5% jump, rounded to 155%)
- Organic sessions per month: 1,480 to 4,060
- Organic conversion rate: 1.49% to 1.38% (slightly lower, but lead quality and volume improved strongly)
- High intent keywords in top 10 positions: 18 to 97
- Sales accepted organic leads per month: 9 to 24
- Average time to first page wins: 6 to 9 weeks for priority service pages
Client profile and what they sell:
They are a cloud migration and modernization partner helping mid market and enterprise teams move workloads to AWS and Azure, improve security, and reduce infrastructure overhead. Their buyers include IT directors, CTOs, and operations leaders.
They offer services like cloud assessments, migration planning, app modernization, DevOps, managed cloud, cloud security, and disaster recovery.
What they wanted instead of just “more traffic”:
They wanted a steady flow of qualified discovery calls and assessment requests from search, so the pipeline was not dependent on partner referrals, events, or paid ads spikes.
Starting point on 01 February 2025:
On day one, we saw the common B2B issue: the site looked professional, but it was not aligned with how buyers search. Many pages were broad, and there were not enough dedicated pages for the exact services people type into Google.
Tracking was also missing key steps, which made it hard to connect SEO work to real leads.
Baseline metrics in February 2025:
Baseline window: 01 February 2025 to 28 February 2025
- Organic sessions: 1,480
- Google Search Console clicks: 690
- Google Search Console impressions: 52,400
- Organic leads (form fills and booked calls): 22
- Sales accepted organic leads: 9
- Keywords in top 10: 18
- Keywords in top 3: 4
- Branded vs non branded clicks: about 58% branded, 42% non branded
What was holding them back:
- One “Cloud Services” style page trying to rank for everything, which made ranking harder for specific intent searches.
- Weak internal linking, so important pages were not clearly prioritized.
- Titles and headings were written like a brochure, not like real search terms buyers use.
- Thin content around key commercial topics like cloud migration consulting, Azure migration partner, AWS migration services, cloud security, and managed cloud.
- Conversion flow was unclear, with multiple CTAs that competed with each other.
The strategy we followed:
We used a simple, logical plan that works well for B2B services when the sales cycle is longer and trust matters.
First we fixed technical and tracking issues.
Then we built high intent service pages.
Then we supported them with strong content and authority signals.
Finally we improved the lead capture path so traffic turned into real inquiries.
Step 1: Fix tracking and define what counts as a lead:
Before creating content, we made sure every meaningful action was tracked the same way every month.
We tracked:
- Assessment request forms
- Booked discovery calls
- Contact forms that included migration or managed cloud intent
- Click to call and email clicks from key landing pages
We also set a simple lead quality layer: sales marked which leads were worth follow up.
Step 2: Build pages around intent, not marketing language:
Cloud buyers search in specific ways. They type the exact cloud, the exact outcome, and often the exact location.
We created or rebuilt pages for:
- AWS migration services
- Azure migration services
- Cloud readiness assessment
- Application modernization
- Cloud managed services
- Cloud security and hardening
- Backup and disaster recovery
- DevOps and CI/CD enablement
Each page answered: what you do, who it is for, typical timelines, what the process looks like, and what happens after the first call.
Step 3: Publish supporting content that reduces buyer doubt:
For B2B cloud deals, many leads come after someone reads a page that makes them feel safe.
We created content around:
- Migration timelines and what changes them
- Cost drivers and common budget mistakes
- Security and compliance basics for cloud moves
- Lift and shift vs modernization explained simply
- Migration readiness checklists
- Common failure points and how to avoid them
Step 4: Strengthen Dallas location signals without stuffing:
Even for cloud services, location intent shows up in searches like “cloud migration partner Dallas” or “AWS consulting Dallas”. We made sure Google could connect the business to Dallas clearly.
We improved:
- On page location context on priority pages
- Local citations and NAP consistency
- Google Business Profile content rhythm
- Service area clarity for Dallas and surrounding areas
Step 5: Improve internal linking and topical structure:
We built a clean structure: service pages as primary hubs, supporting articles as feeders, and industry pages where it made sense.
This helped Google understand the site, and it helped users move from research to booking a call.
Month by month work and performance:
All numbers below cover only organic search leads. Spam and job seeker messages were filtered out.
February 2025: 01 February 2025 to 28 February 2025
We used the first month to set foundations and pick fast wins.
Work completed:
- Full SEO audit and content gap research
- GA4 and Tag Manager events for lead actions
- Keyword map by service, cloud type, and buyer intent
- Fixes for duplicate titles and index bloat
Monthly results:
- Organic sessions: 1,480
- Organic leads: 22
- Sales accepted organic leads: 9
- Top 10 keywords: 18
March 2025: 01 March 2025 to 31 March 2025
March was about launching the first set of money pages.
Work completed:
- Rebuilt AWS migration services page and Azure migration services page
- Added clearer CTAs: “Request an assessment” and “Book a call”
- Improved internal linking from homepage and blog to service pages
- Updated meta titles and descriptions for higher CTR
Monthly results:
- Organic sessions: 1,720
- Organic leads: 26
- Sales accepted organic leads: 11
- Top 10 keywords: 27
April 2025: 01 April 2025 to 30 April 2025
April focused on trust building content and clearer proof.
Work completed:
- Published cloud readiness assessment page
- Added case proof sections on service pages using real outcomes
- Created 4 supporting articles answering common buyer questions
- Improved page speed on mobile by cleaning heavy scripts
Monthly results:
- Organic sessions: 2,080
- Organic leads: 31
- Sales accepted organic leads: 13
- Top 10 keywords: 39
May 2025: 01 May 2025 to 31 May 2025
May was about expanding coverage and ranking for more commercial terms.
Work completed:
- Published managed cloud services page and cloud security page
- Added FAQ blocks on key pages using real sales questions
- Built internal links from supporting content to service pages
- Started outreach for relevant listings and mentions
Monthly results:
- Organic sessions: 2,520
- Organic leads: 36
- Sales accepted organic leads: 15
- Top 10 keywords: 55
June 2025: 01 June 2025 to 30 June 2025
June focused on pushing near page one keywords over the line.
Work completed:
- Content refresh for pages ranking positions 8 to 20
- Added comparison content like “AWS vs Azure migration considerations”
- Created 2 industry focused pages (based on their strongest deal history)
- Improved conversion flow with fewer form fields and clearer next steps
Monthly results:
- Organic sessions: 3,060
- Organic leads: 42
- Sales accepted organic leads: 18
- Top 10 keywords: 71
July 2025: 01 July 2025 to 31 July 2025
July was about authority and proof, not just publishing more pages.
Work completed:
- Published a detailed migration process page with steps and deliverables
- Added “What you get in the first 14 days” section on core pages
- Strengthened Dallas service area signals in a natural way
- Added internal link blocks on every service page to guide users
Monthly results:
- Organic sessions: 3,420
- Organic leads: 47
- Sales accepted organic leads: 20
- Top 10 keywords: 83
August 2025: 01 August 2025 to 31 August 2025
August was about scaling content that matched real lead sources.
Work completed:
- Created content around migration timelines, cost drivers, and security
- Updated older posts to match current cloud terminology and intent
- Built more links from relevant directories and partner ecosystems
- Added stronger CTAs on pages with high traffic but low leads
Monthly results:
- Organic sessions: 3,780
- Organic leads: 52
- Sales accepted organic leads: 22
- Top 10 keywords: 91
September 2025: 01 September 2025 to 30 September 2025
September consolidated wins and improved lead handling clarity.
Work completed:
- CRO updates on top landing pages based on heatmaps and scroll depth
- Added proof blocks: certifications, partner badges, and delivery process
- Published a disaster recovery and backup page focused on urgency intent
- Built a tighter internal linking loop across services and articles
Monthly results:
- Organic sessions: 4,060
- Organic leads: 56
- Sales accepted organic leads: 24
- Top 10 keywords: 97
Before vs after proof:
We compare the first full month of the campaign to the final month.
Comparison windows:
- Before: 01 February 2025 to 28 February 2025
- After: 01 September 2025 to 30 September 2025
Lead growth:
- Organic leads: 22 to 56
- Increase: 155% (rounded)
- Sales accepted organic leads: 9 to 24
Traffic growth:
- Organic sessions: 1,480 to 4,060
- Increase: 174%
Visibility growth:
- Top 10 keyword count: 18 to 97
- Top 3 keyword count: 4 to 26
- Non branded clicks improved because service pages started ranking for high intent searches, not just the company name
What changed on the website that actually drove leads:
More traffic helped, but the biggest driver was better alignment between search intent and landing pages.
Key improvements that made a difference:
- Each major service got its own dedicated page with clear scope and outcomes.
- Pages included process steps, what the client needs to prepare, and what happens after the call.
- CTAs were simplified to one main action per page.
- Proof was placed closer to the CTA, so users did not need to hunt for trust signals.
Lead quality notes from the sales team:
The sales team reported a noticeable shift in lead clarity.
- More leads asked for an assessment or discovery call directly
- More leads mentioned AWS or Azure specifically, which reduced back and forth
- Fewer vague messages like “need cloud help” without details
- More buyers arrived with timeline and scope hints, which speeds qualification
Tools used:
We kept tooling simple and consistent, and we used it for decisions, not just reports.
Tracking and reporting:
- Google Analytics 4: traffic and conversion event tracking
- Google Tag Manager: lead events, call clicks, and form tracking
- Looker Studio: monthly dashboard for leads, pages, and queries
SEO research and technical:
- Google Search Console: query growth, CTR, indexing, and page performance
- Ahrefs: keyword gaps, competitor checks, and link opportunities
- Screaming Frog: crawl audits, metadata checks, internal linking analysis
- PageSpeed Insights and Lighthouse: performance checks and fixes
Conversion and behavior:
- Microsoft Clarity: heatmaps and scroll depth for landing pages
- Call tracking (when available): to connect organic visits to phone inquiries
Why this worked for a cloud migration business:
Cloud services SEO is not about writing lots of blogs. It is about building a site that looks and reads like a reliable delivery partner.
This campaign worked because:
- We built pages for commercial intent first, not informational traffic first.
- We made the site easier for Google to understand using clean structure and internal links.
- We used content to remove fear and confusion, which is a huge part of cloud decisions.
- We tracked leads properly from day one, so we knew what was working.