SEO Case Study: Doubled Enterprise Traffic in 7 Months for a B2B Identity SaaS in Boston
In January 2025, a Boston, Massachusetts based B2B identity and access management SaaS partnered with Goforaeo to strengthen organic visibility in the enterprise buying journey. They were respected in security circles, but search traffic from large companies was not consistent.
This SEO Case Study covers the exact 7 month execution window, with month by month work shipped and measurable changes tracked in Google Search Console, GA4, and the CRM.
Project snapshot: Dates, timeframe, and location
Start date: January 6, 2025
End date: July 31, 2025
Reporting pull date: August 4, 2025
Location: Boston, Massachusetts, United States
Product category: B2B Identity SaaS, IAM, SSO, MFA, lifecycle automation
Enterprise traffic definition used for this project: organic sessions from accounts with 500 plus employees, identified using firmographic enrichment connected to GA4 (Clearbit style enrichment) and verified against CRM account lists.
What changed in 7 months: Before vs after proof
Below are the headline improvements from the baseline month (January 2025) compared to the final month in the sprint (July 2025):
- Enterprise organic sessions: 1,120 to 2,410
- Enterprise organic demo requests: 14 to 33
- Enterprise content assisted conversions: 22 to 61
- Google Search Console clicks (site wide): 3,480 to 6,970
- Google Search Console impressions (site wide): 152,000 to 391,000
- Keywords in top 10 positions (non brand): 18 to 57
- High intent pages ranking on page 1: 2 to 11
Where we started: What was holding enterprise growth back
At the start, the site had strong product messaging, but it was not mapped to how enterprise buyers search. Security leaders and IAM engineers were looking for specific answers, and the site had gaps around those terms.
We also found that a lot of valuable content lived in PDFs, webinar pages, and scattered blog posts with weak internal links.
Baseline metrics: January 2025 snapshot
These were captured after tracking checks and the first clean Search Console export:
- Enterprise organic sessions: 1,120
- Enterprise demo requests from organic: 14
- Site wide organic clicks: 3,480
- Site wide organic impressions: 152,000
- Average position (non brand set): 29.4
- Pages driving most enterprise traffic: 2 blog posts, 1 integration page
- Pages built for enterprise decision makers: thin and not interlinked
Main issues we found: Simple summary
- Content focused on features, not enterprise buying questions
- Weak coverage for compliance, deployment, and migration topics
- Internal linking did not show priority pages clearly
- Product pages were not built to capture comparison intent
- Several technical issues: crawl waste, duplicate titles, slow resource pages
- Conversion path was unclear for readers landing on educational content
Strategy overview: The plan we followed step by step
We did not try to publish everything at once. We sequenced work so that early improvements raised performance for later content.
The strategy had four parts: technical foundation, enterprise page upgrades, content clusters tied to intent, and steady authority building.
Step 1: Build an enterprise keyword map that matches real search intent
We grouped keywords by the way enterprise teams evaluate identity tools:
- Platform intent: SSO, MFA, SCIM, lifecycle automation, provisioning
- Enterprise security intent: zero trust identity, conditional access, risk based auth
- Compliance intent: SOC 2, ISO 27001, HIPAA, FedRAMP readiness topics
- Migration intent: legacy IAM replacement, AD and Azure AD flows, tool consolidation
- Comparison intent: “alternative” and “vs” style searches, plus “best IAM for” queries
- Integration intent: Okta style comparisons, plus app specific SSO guides
Each intent group got a clear page destination, so we avoided keyword cannibalization and messy overlap.
Step 2: Rebuild money pages first, then support with cluster content
The fastest wins came from improving pages that already had backlinks, brand trust, and buyer attention.
We upgraded:
- Product pages: clearer positioning and stronger enterprise proof
- Solution pages: IT, security, and identity operations focused versions
- Integration pages: standardized structure and consistent internal links
- Proof pages: enterprise outcomes, security posture, and deployment readiness
Step 3: Create a content hub that supports buyers across roles
Enterprise deals involve multiple people. So content had to help security leaders, IT admins, IAM engineers, and procurement.
We built a simple hub structure:
- One pillar page for the category topic
- Supporting pages for security, compliance, migration, and integrations
- Internal links that guide readers to product, proof, and demo pages
Step 4: Build authority with relevant links, not random links
For identity SaaS, link quality matters more than quantity. We aimed for security and IT credible sources.
We focused on:
- Partner ecosystems and integration directories
- Security communities, newsletters, and niche blogs
- Guest posts that explain problems, not sales pitches
- Digital PR that highlights data points, not fluff
Month by month rollout: Work shipped and results
This section breaks down what we completed each month. Each month includes the main deliverables, the SEO actions, and the numbers that moved.
You will see two types of metrics here:
- Search demand signals: Search Console clicks, impressions, ranking footprint
- Enterprise impact signals: enterprise organic sessions and demo requests
January 2025: Foundation, tracking, and technical cleanup
January was about removing friction. We wanted Google to crawl cleanly, and we wanted data we could trust.
We also built a clear list of enterprise pages that would become the backbone of the site.
What we did in January 2025
Technical and tracking:
- Full crawl using Screaming Frog
- Fixed duplicate titles and missing H1 issues
- Reduced crawl waste by cleaning tag pages and thin URLs
- Improved Core Web Vitals on the blog template
- Set up GA4 enterprise segment tracking with firmographic enrichment
- Verified CRM attribution for demo requests and contact forms
On page work:
- Rewrote titles and intros on 6 high intent pages
- Added FAQ sections to product and compliance pages
- Built internal links from top blogs to solution pages
January 2025 results:
- Enterprise organic sessions: 1,120
- Enterprise demo requests from organic: 14
- Site wide organic clicks: 3,480
- Site wide organic impressions: 152,000
- Non brand keywords in top 10: 18
February 2025: Money page upgrades and clearer enterprise proof
In February we tightened the pages that sales teams actually send to prospects. We also added proof that enterprise buyers look for early.
This month set up conversion improvements before traffic started to surge.
What we did in February 2025
Enterprise page upgrades:
- Updated 2 solution pages for security and IT audiences
- Expanded 1 compliance page with audit ready language and FAQs
- Improved 8 integration pages with a consistent structure
- Added “deployment and onboarding” sections to reduce doubt
Conversion improvements:
- Clear CTAs placed within content, not only in the header
- Added short demo request copy that matches enterprise concerns
- Reduced form friction and improved confirmation messaging
Authority groundwork:
- Created outreach list of partner pages and security publications
- Reclaimed unlinked brand mentions from older PR
February 2025 results:
- Enterprise organic sessions: 1,210
- Enterprise demo requests from organic: 16
- Site wide organic clicks: 3,940
- Site wide organic impressions: 178,000
- Non brand keywords in top 10: 21
March 2025: Content cluster launch for enterprise identity questions
March is where momentum started. We launched the first pillar and supporting pages around high intent enterprise identity topics.
We also tightened internal linking so Google understood topic depth and page priority.
What we did in March 2025
Content shipped:
- Published 1 pillar page targeting an enterprise identity category term
- Published 4 supporting pages:
- identity governance basics for enterprise teams
- SCIM provisioning explained with real workflows
- IAM rollout checklist for IT and security
- MFA policy guidance for large organizations
- identity governance basics for enterprise teams
Internal linking:
- Built links from pillar to each supporting page
- Built links from supporting pages to solution pages and integrations
- Added a “recommended next step” section on key posts
Links earned:
- Secured 2 new referring domains from partner mentions
- Added the product to 2 relevant software directories with clean positioning
March 2025 results:
- Enterprise organic sessions: 1,430
- Enterprise demo requests from organic: 19
- Site wide organic clicks: 4,680
- Site wide organic impressions: 221,000
- Non brand keywords in top 10: 28
April 2025: Comparison intent and “switching” searches
April focused on buyers who are actively evaluating vendors. These searches are competitive, but they convert well when handled carefully.
We wrote honest comparison content and kept the tone professional.
What we did in April 2025
Comparison and evaluation pages:
- Published 2 comparison style pages built around common buyer questions
- Updated product pages with “fits best when” language to reduce bounce
- Added procurement friendly details: security, support, deployment, pricing approach
Trust builders:
- Added proof blocks to key pages:
- deployment timelines
- typical integration effort
- security posture summaries
- role based benefits
- deployment timelines
Links earned:
- Secured 3 new referring domains via guest features and partner blogs
- Earned 1 mention from a security newsletter roundup
April 2025 results:
- Enterprise organic sessions: 1,710
- Enterprise demo requests from organic: 23
- Site wide organic clicks: 5,510
- Site wide organic impressions: 279,000
- Non brand keywords in top 10: 37
May 2025: Integration expansion and fixing content gaps from Search Console
May was driven by real query data. We looked at Search Console and built content around terms already gaining impressions.
This reduced guesswork and made each new page easier to rank.
What we did in May 2025
Content shipped:
- Published 6 new integration pages for apps enterprise teams asked about
- Published 2 migration focused pages:
- legacy IAM replacement planning
- consolidation checklist for IT and security
- legacy IAM replacement planning
Optimization:
- Refreshed 7 older posts with clearer definitions and better structure
- Added internal links from integrations back to product and solution pages
- Improved schema markup on FAQs for select pages
Links earned:
- Secured 4 new referring domains from integration partners and community posts
- Converted 2 unlinked mentions into live links
May 2025 results:
- Enterprise organic sessions: 1,980
- Enterprise demo requests from organic: 27
- Site wide organic clicks: 6,120
- Site wide organic impressions: 322,000
- Non brand keywords in top 10: 46
June 2025: Speed, UX, and turning content into enterprise leads
By June, traffic was growing, so we focused on making that traffic count. We improved page experience and added clearer paths to demo requests.
We also doubled down on proof, since enterprise teams want certainty.
What we did in June 2025
UX and conversion upgrades:
- Improved page speed on resource and integration templates
- Added stronger in page CTAs based on scroll depth behavior
- Added “talk to an engineer” style CTA variant for technical pages
- Built a short security overview page that sales could link to
Content improvements:
- Published 3 security focused posts:
- conditional access basics
- least privilege identity workflows
- audit evidence preparation guidance
- conditional access basics
Links earned:
- Secured 3 new referring domains from security blogs and partner writeups
- Landed 1 podcast recap mention with a link to the pillar page
June 2025 results:
- Enterprise organic sessions: 2,190
- Enterprise demo requests from organic: 30
- Site wide organic clicks: 6,580
- Site wide organic impressions: 359,000
- Non brand keywords in top 10: 52
July 2025: Consolidation, refresh cycle, and the final lift
July was the month we tightened everything. We refreshed the pages closest to page 1, expanded sections that needed depth, and cleaned internal links.
This is where the “double” result became clear in the enterprise segment.
What we did in July 2025
Content and refresh:
- Refreshed 10 pages that were ranking in positions 6 to 15
- Added missing sub sections on deployment, security, and troubleshooting
- Published 2 new enterprise use case pages based on sales call themes
- Built a simple hub page that links pillar, integrations, migration, and proof
Internal linking and cleanup:
- Removed orphan pages by linking them into the hub
- Standardized anchor text so Google saw consistent relevance
- Cleaned outdated references and old screenshots
Links earned:
- Secured 5 new referring domains through targeted outreach
- Earned 1 editorial style mention in a niche identity roundup
July 2025 results:
- Enterprise organic sessions: 2,410
- Enterprise demo requests from organic: 33
- Site wide organic clicks: 6,970
- Site wide organic impressions: 391,000
- Non brand keywords in top 10: 57
What actually caused the lift: The key drivers
A lot of tasks were completed, but a few changes had the biggest impact.
These are the drivers we would repeat for any identity SaaS targeting enterprise buyers.
Intent matching across enterprise roles
We stopped writing only for one persona. Identity deals include technical and non technical stakeholders.
We made sure content answered questions like:
- How does provisioning work at scale
- What does deployment look like for a global org
- How do you support compliance evidence and audit needs
- What changes during migration from a legacy setup
- What integrations are most common in real enterprise stacks
Integration pages became a growth engine
Integration intent is powerful in identity. Many enterprise buyers start with “SSO for app name”.
We standardized integration pages with:
- clear setup overview
- security considerations
- common errors and fixes
- links to the right product and solution pages
This improved both rankings and time on page.
Proof was added in small, believable blocks
We did not rely on big claims. We used small proof blocks that feel real.
Examples of proof formats we used:
- short “what teams typically do first” steps
- deployment timeline ranges based on complexity
- support and onboarding notes
- security and compliance summaries that reduce doubt
Link building stayed niche and consistent
Instead of chasing high DR links, we built a steady stream of relevant mentions. For security and identity, relevance drives trust.
We focused on:
- partner ecosystems
- security newsletters
- identity focused blogs
- integration marketplaces
Tools used: What we relied on during the campaign
We used a practical stack and kept reporting simple.
Tracking and reporting:
- Google Search Console: queries, pages, rankings, impression growth
- Google Analytics 4: enterprise segment sessions, conversions, assisted paths
- Looker Studio: weekly dashboard for the marketing and sales team
- HubSpot or similar CRM: demo attribution and enterprise account matching
Research and audits:
- Screaming Frog: crawl health, index issues, titles, headings
- Ahrefs: competitor pages, link gap, referring domain growth
- PageSpeed Insights: template speed fixes and diagnostics
User behavior and content improvement:
- Hotjar or similar: scroll depth, click maps, form friction
- Google Docs: briefs, drafts, approvals, and review cycles
- Trello: publishing pipeline and month by month planning
Practical takeaways for B2B identity SaaS teams
If you sell identity software to larger companies, these are the moves that tend to work.
- Build content around enterprise questions, not only product features
- Treat integrations as core SEO pages, not as an afterthought
- Use Search Console data to decide what to publish next
- Add proof on every important page in a simple way
- Keep internal links clean and intentional so priority pages stand out
- Track enterprise traffic as a segment, not as a guess
What happened after the 7 month sprint
After July 2025, we moved into a repeatable growth cycle.
The next phase focused on:
- quarterly refreshes of the pillar page and top integrations
- deeper content around compliance and rollout planning
- expanding comparison coverage based on new market entrants
- ongoing link building through partnerships and security community content