SEO Case Study: From Page 5 to Top 3 in 3 Months for a B2B Document Management SaaS in Atlanta
In April 2025, an Atlanta based B2B Document Management SaaS partnered with Goforaeo after noticing their best keywords were stuck far back in Google results. They had a solid product, strong onboarding, and happy customers, but organic search was not bringing enough demo ready buyers.
This SEO Case Study shows what we changed, what we published, what we fixed, and the exact month by month results that pushed a core keyword from deep results to a Top 3 position.
Project snapshot: dates, timeframe, location
This project moved fast because we kept the plan tight and focused on high intent pages, technical cleanup, and conversion improvements.
Location: Atlanta, Georgia
Timeframe: April 2, 2025 to June 30, 2025
Industry: B2B SaaS, document management, compliance workflows
Primary outcome: 1 core keyword moved from around position 47 to position 2, plus a strong lift in organic demo requests
About the SaaS and who they sell to
The client provides a document management platform for mid market and growing teams. Their product helps companies store, organize, version control, and share documents with permissions, audit trails, and workflow approvals.
Most buyers were operations leaders, compliance managers, IT managers, and project teams who needed order, access control, and proof during audits.
Why search mattered for this category
Document management is a crowded SaaS space. Buyers usually start with Google, compare 4 to 8 vendors, then request demos from the few that feel credible and specific to their use case.
If you do not show up for queries like “document management software for compliance” or “secure document management system,” you lose to brands that do.
Starting point: what was happening before April 2025
Before April 2, 2025, the site had content, but it did not match how people search when they are ready to shortlist vendors. The top pages were broad, and many high intent queries landed on generic product pages that did not answer real questions.
We also found that Google was crawling many pages that were not important, while key landing pages were thin and not well linked.
Baseline metrics: April 2025 (first month of work)
We measured a clean baseline using GA4, Google Search Console, and rank tracking.
Keyword position for the main target term: 47 (page 5 area)
Secondary high intent keywords in Top 10: 3
Organic sessions: 2,420
Organic demo requests: 14
Demo request conversion rate from organic: 0.58%
GSC click through rate on key pages: 1.6%
Branded traffic share: high, non branded traffic: limited
What was holding performance back
Here is what we saw in the audit:
- Important pages were not built around specific intent, so they did not rank well
- Titles and page intros were vague, so CTR stayed low even when impressions increased
- Internal linking was weak, so authority was not flowing to money pages
- Several pages targeted the same topic, which confused Google and split rankings
- The demo CTA and form created friction, so conversion rate stayed low
- There were not enough proof points for buyers who care about security and compliance
What we focused on instead of repeating the title as a goal
We kept the direction simple: win trust on the SERP, match high intent searches with the right landing pages, and make demo requests easier once people land on the site.
That meant three things:
- Build pages that match buyer language, not internal product language
- Remove technical and content overlap issues so Google picks one clear page
- Improve conversion elements so new traffic turns into real demo requests
Strategy: the exact plan that moved rankings fast
This was not a random list of tasks. Everything was done in a clear order so each week built on the last.
1) Technical cleanup to remove ranking friction
We fixed crawl and index issues so Google could focus on the pages that matter. This also stopped keyword cannibalization.
2) High intent landing pages built around real buying queries
We created and improved pages for terms that signal buying mode, not just learning mode. We also added industry and compliance angles that matched how teams shop.
3) Strong internal linking and content clustering
We built a hub and spoke structure so Google could understand the topic depth. It also helped pages rank faster because the site started supporting itself.
4) Conversion improvements for demo requests
We kept forms simple, tightened CTA copy, added trust blocks, and removed distractions. This is where traffic became pipeline.
Month 1: April 2025 (April 2 to April 30)
April was the foundation month. We cleaned tracking, fixed technical issues, and rebuilt the page strategy so we knew exactly which pages should rank for which terms.
We also decided early which page would own the core keyword and which pages would support it.
Work completed in April: execution details
Tracking and measurement:
- GA4 conversion setup for demo form submits, pricing page clicks, and contact actions
- Google Search Console cleanup, sitemap checks, indexing review
- Rank tracking setup for 40 high intent keywords plus 20 supporting terms
Technical fixes:
- Fixed duplicate titles and meta descriptions on key product and feature pages
- Addressed canonical issues for similar pages
- Improved internal linking so key pages were reachable within fewer clicks
- Cleaned thin pages that had no clear purpose, either merged or noindexed
Page mapping and intent plan:
- Chose one main page to target the core keyword, then rewrote its outline
- Mapped supporting pages by intent:
- Feature intent: version control, permissions, audit trails
- Compliance intent: SOC 2, HIPAA friendly workflows, audit readiness
- Comparison intent: alternatives and “best for” queries
- Feature intent: version control, permissions, audit trails
April results: baseline plus early lift
Keyword position for the main target term: 47 to 31
Secondary high intent keywords in Top 10: 3 to 5
Organic sessions: 2,420 to 2,710
Organic demo requests: 14 to 18
Demo request conversion rate from organic: 0.58% to 0.66%
What caused the early movement: better internal links, clearer titles, and reduced overlap.
Month 2: May 2025 (May 1 to May 31)
May was the turning point. This is when we shipped the pages that directly matched buying searches and improved the main page to look and read like a serious B2B solution.
We also started building authority signals through structured content and basic link acquisition.
Work completed in May: the pages and improvements
Core page rebuild:
- Rewrote the main document management page with clearer sections:
- Who it is for
- Core features with real outcomes
- Security and compliance overview
- Simple onboarding steps
- Strong proof blocks with customer type examples
- Who it is for
- Updated title and meta to match how people search and improve CTR
New high intent pages published:
- Document management software for compliance teams
- Secure document storage and access control
- Audit trail and version control for regulated workflows
- Industry page focused on one high fit vertical the client already served well
Content support that helped rankings:
- Added FAQ sections based on sales calls and support tickets
- Added internal links from blogs and guides to the new landing pages
- Created 2 short “how it works” pages that reduced confusion for first time visitors
Authority building:
- Listed the SaaS in relevant software directories with accurate descriptions
- Earned 2 niche backlinks from workflow and operations blogs through outreach
- Improved Google Knowledge signals by aligning business data across profiles
Conversion improvements:
- Simplified demo form fields
- Added “What happens after you request a demo” section
- Moved CTA higher on key pages and repeated it naturally
May results: clear growth in rankings and demos
Keyword position for the main target term: 31 to 9
Secondary high intent keywords in Top 10: 5 to 11
Organic sessions: 2,710 to 3,620
Organic demo requests: 18 to 29
Demo request conversion rate from organic: 0.66% to 0.80%
GSC click through rate on key pages: 1.6% to 2.4%
What mattered most in May: landing pages that matched intent, plus better SERP copy that earned more clicks.
Month 3: June 2025 (June 1 to June 30)
June was about pushing from “almost there” to “Top results,” and making sure the growth did not come with low quality leads.
We used Search Console data daily to adjust titles, headings, and sections on the pages that were close to Top 3.
Work completed in June: the final push
Search Console driven optimization:
- Pulled queries with high impressions but lower clicks
- Improved headings and intros to match those queries more closely
- Added missing sections where competitors were winning, but kept the writing simple
Comparison and alternative pages:
- Published 2 comparison pages that captured high intent searches
- Built them honestly, focusing on fit, use cases, and switching effort
- Linked them back to core product pages to strengthen topic authority
Internal linking upgrades:
- Added contextual links from feature pages to the main page
- Strengthened navigation labels so Google and users could find pages fast
- Linked all supporting pages into one clear cluster
Proof and trust improvements:
- Added short security and privacy overview with plain language
- Added customer type examples, not fake logos
- Added a short implementation timeline section to reduce hesitation
Conversion refinements:
- Added a second CTA option for visitors not ready for a demo yet:
- “Get pricing and a short walkthrough”
- “Get pricing and a short walkthrough”
- Improved page speed elements on the heaviest landing pages
- Updated microcopy around the form to reduce anxiety
June results: Top 3 achieved and demos increased
Keyword position for the main target term: 9 to 2
Secondary high intent keywords in Top 10: 11 to 18
Organic sessions: 3,620 to 4,980
Organic demo requests: 29 to 43
Demo request conversion rate from organic: 0.80% to 0.86%
GSC click through rate on key pages: 2.4% to 3.1%
This is where the “page 5” problem was fully solved. The core term was now a Top 3 result, and the supporting terms started to pull consistent traffic too.
Before vs after proof: what changed in 3 months
Here is the clean comparison using April as the baseline and June as the end month.
Rankings:
- Main keyword position: 47 in April 2025 to 2 in June 2025
- Keywords in Top 10: 3 in April 2025 to 18 in June 2025
Traffic:
- Organic sessions: 2,420 in April 2025 to 4,980 in June 2025
- Increase: 105% over the 3 month window
Leads:
- Organic demo requests: 14 in April 2025 to 43 in June 2025
- Increase: 207% in 3 months
Efficiency:
- Organic demo conversion rate: 0.58% to 0.86%
- Better traffic quality plus better page clarity made this climb
Why this worked: the simple explanation
A fast ranking jump usually happens when you remove confusion and match intent clearly.
This SaaS site had good content, but it was not organized in a way that search engines and buyers understand quickly. Once we mapped one clear page to each intent, tightened internal links, and added trust signals, Google had a better reason to rank the site.
Just as important, visitors had a better reason to request a demo.
What we did that most teams skip
- We removed overlap instead of adding more pages on top of a messy setup
- We wrote landing pages like a buyer would explain the problem, not like a product brochure
- We used Search Console data every month to guide changes, not guesswork
- We improved conversion elements, so ranking gains turned into demo growth
Tools used: what we relied on during the project
We kept the stack practical and focused on what helps decisions.
Core SEO and tracking tools:
- Google Analytics 4: demo conversions, engagement, landing page performance
- Google Search Console: queries, impressions, CTR, index coverage, page performance
- Screaming Frog: crawl checks, internal linking, duplicates, on page issues
- Ahrefs: keyword research, competitor gap review, backlink opportunities
- Looker Studio: monthly reporting dashboard for clean updates
Conversion and UX tools:
- Hotjar: scroll depth and click behavior on landing pages
- PageSpeed Insights: speed checks and mobile improvement guidance
Content and workflow support:
- Google Docs and Sheets for briefs, outlines, and tracking deliverables
- A simple content calendar to keep shipping pages weekly
What a similar SaaS company can copy from this SEO Case Study
If you are a B2B SaaS and your best keywords are stuck past page 2, the fix is usually not “post more blogs.”
Start with these practical steps:
- Pick one page to own each core keyword and remove overlap
- Build a content cluster around the topic so the site supports itself
- Rewrite titles and intros for CTR, not just keywords
- Add trust blocks on money pages: security, compliance, onboarding, proof
- Make your demo path easy, clear, and low stress
- Use Search Console every month to adjust pages that are close to the top
Closing note
This Atlanta based Document Management SaaS came to Goforaeo with solid product value, but weak organic positioning for high intent searches. By improving structure, publishing the right landing pages, tightening internal links, and reducing demo friction, we earned Top 3 visibility within June 2025 and grew organic demo requests month over month.