SEO Case Study: Increased Organic Leads by 165% in 6 Months for a B2B Freight Software Company in Atlanta
In February 2025, an Atlanta, Georgia based B2B freight software company partnered with Goforaeo to improve how consistently their website generated qualified demo requests from Google. They already had a solid product and referrals, but organic leads were not stable month to month.
This SEO Case Study covers what we shipped from February 4, 2025 to July 31, 2025, the month by month work behind the growth, and the clean before vs after proof from GA4, Google Search Console, and HubSpot.
Client background: who they are and what they sell
This company builds freight software used by logistics teams that need speed, visibility, and fewer manual steps. Their core offering sits around shipment management, carrier workflows, freight tracking, integrations, and reporting.
They sell to teams that do not buy on impulse. A typical deal has multiple stakeholders, a long evaluation cycle, and a strong need for proof.
Location and market
They are headquartered in Atlanta, Georgia, and sell across the United States. Atlanta mattered for credibility and trust, but most SEO demand came from national searches tied to freight workflows.
Who searches for this product
Their organic search audience included:
- Freight brokers and brokerage ops managers
- 3PL leaders and dispatch teams
- Shippers with in house logistics
- Carrier facing operations teams
- IT and RevOps people evaluating integrations and reporting
Starting point in early February 2025: what the data looked like
In the first week of February 2025, we audited the full funnel from search query to demo request. The website was getting traffic, but it was not getting enough of the right visitors, and the conversion path had friction.
We also noticed the site relied heavily on branded searches and a few blog posts that were not tied to product intent.
Baseline metrics: February 2025
We treated February 2025 as the baseline month because tracking was clean and consistent from the kickoff date.
Key starting numbers:
- Organic leads (HubSpot): 32 per month
- Organic sessions (GA4): 4,150 per month
- Search clicks (GSC): 2,950 per month
- Organic lead conversion rate: 0.77%
- Tracked keywords in top 10 positions: 58
Definition of “organic leads” used in this SEO Case Study:
- Demo request form submissions from organic traffic
- Contact form submissions from organic traffic
- Booked demo meetings where the first session source was organic search
What was holding the site back: the real issues we fixed
The site did not have one big problem. It had several smaller issues that stacked together and limited growth.
SEO and content problems we found
Common issues from the audit:
- Product pages were written for people who already knew the category, not for search intent
- Key features were buried in PDFs, decks, or sales pages that were hard to find
- Blog posts were broad and did not connect clearly to the demo flow
- Many pages targeted the same topic, which split relevance and rankings
- Internal links were weak, so Google had little help understanding priority pages
Conversion and lead quality problems we found
Even when the right visitors arrived, the demo path was not smooth.
We saw:
- Demo CTAs were inconsistent across pages
- Forms asked for too much too early
- Proof was light on high intent pages, especially in logistics niches where trust matters
- No clear paths for different user types, like brokers vs 3PL vs shippers
Strategy overview: what we did and why it worked
We built the plan around one simple idea: match pages to how freight teams search when they are evaluating software, then remove friction so the right traffic turns into demos.
We focused on pages that attract buyers, not students.
Phase 1: Technical cleanup and page clarity
The first few weeks were about removing SEO confusion and making the site easier to crawl.
Work included:
- Fixing index bloat from duplicate parameter URLs
- Cleaning canonical tags and sitemap entries
- Resolving redirect chains and 404s tied to old campaigns
- Improving Core Web Vitals basics on top landing pages
- Tightening page templates so headings and copy were consistent
Phase 2: High intent pages that map to real freight workflows
Freight software searches often look like problems, not product names. So we built pages that answered those problems directly.
We focused on topics like:
- Shipment visibility and tracking workflows
- Carrier onboarding and carrier portal needs
- Rate management and quoting steps
- Dispatch and tendering workflows
- TMS integrations with ERP and accounting tools
- Reporting dashboards for logistics performance
Phase 3: Content clusters built for conversion
We created clusters where each supporting post helped a product page rank and convert.
Each cluster had:
- One main page aimed at a buyer level keyword
- Supporting articles aimed at questions and comparisons
- Strong internal linking to guide visitors to the demo path
- FAQ sections written from Search Console query data
Phase 4: Lead conversion improvements for organic users
Once traffic started improving, we improved the pages that were already getting impressions.
Key conversion improvements:
- Clear demo CTA blocks on every high intent page
- Shorter forms and better field order
- Proof sections: customer types, results, integration badges, security signals
- Stronger above the fold messaging that said what the product actually does
Month by month timeline: what we shipped and how leads grew
Below is the monthly execution timeline from February 2025 to July 2025, including the measurable results and what was completed each month.
February 2025: tracking, audits, and quick wins that remove friction
We started on February 4, 2025 and used the rest of the month to get clean measurement and fix the biggest crawl and conversion blockers.
What we did:
- Full technical audit and crawl mapping
- GA4, GSC, and HubSpot alignment for lead tracking
- Fixed indexing issues, duplicate pages, and sitemap problems
- Rewrote titles and meta descriptions for key landing pages
- Improved internal linking to push authority toward product pages
Performance in February 2025:
- Organic sessions: 4,150
- Search clicks: 2,950
- Organic leads: 32
- Lead conversion rate: 0.77%
- Keywords in top 10: 58
March 2025: rebuild core product and solution pages around search intent
March focused on the pages that should do the heavy lifting. We improved how the product is explained, and we created clearer “solution” angles for different buyer types.
What we did:
- Rebuilt core product pages with clearer feature and outcome sections
- Added use case sections for brokers, 3PLs, and shippers
- Wrote new supporting pages for integration and reporting intent
- Added FAQ blocks based on early Search Console queries
- Improved page structure so headings match how people search
Performance in March 2025:
- Organic sessions: 4,600
- Search clicks: 3,250
- Organic leads: 38
- Lead conversion rate: 0.83%
- Keywords in top 10: 66
April 2025: launch the first conversion focused content cluster
April was the month we started publishing at scale, but always tied to product pages and demo intent. We also made sure these pages were interlinked properly.
What we did:
- Published the first pillar page built for a buyer level keyword
- Added 6 supporting posts answering common freight workflow questions
- Created internal links from every post to the right demo relevant page
- Improved schema basics on key pages, mainly FAQ schema where it fit
- Updated older posts that had impressions but weak clicks
Performance in April 2025:
- Organic sessions: 5,250
- Search clicks: 3,780
- Organic leads: 46
- Lead conversion rate: 0.88%
- Keywords in top 10: 79
May 2025: comparison intent and integration intent pages
In B2B freight software, many searches happen during evaluation. Comparison pages and integration pages tend to convert well because the intent is strong.
What we did:
- Published comparison style content that stayed fair and factual
- Built integration landing pages that answered setup questions in simple words
- Added proof blocks on high impression pages: security, uptime, support process
- Strengthened internal linking from high traffic blogs to product pages
- Improved CTR on pages with high impressions using better titles and snippets
Performance in May 2025:
- Organic sessions: 6,050
- Search clicks: 4,520
- Organic leads: 56
- Lead conversion rate: 0.93%
- Keywords in top 10: 95
June 2025: authority building and deeper mid funnel content
By June, the site had better topical coverage. Now we focused on building authority and improving the pages ranking in positions that were close to the top.
What we did:
- Outreach for relevant links from logistics communities and partner ecosystems
- Published a deep resource that other sites could cite, like a checklist or playbook
- Added internal links to push pages ranking positions 8 to 20 upward
- Expanded FAQs on key pages based on new Search Console query patterns
- Improved messaging and CTAs for visitors who were still learning, not ready to book
Performance in June 2025:
- Organic sessions: 7,150
- Search clicks: 5,450
- Organic leads: 71
- Lead conversion rate: 1.05%
- Keywords in top 10: 118
July 2025: conversion lift, refresh wins, and scaling what worked
July was about doubling down on what had traction. We refreshed content, improved conversion paths, and tightened site structure around the best performing topics.
What we did:
- Refreshed the top 10 organic landing pages with clearer copy and proof
- Added “book a demo” CTA modules in consistent placements sitewide
- Tested form changes to reduce drop offs and improve completion rate
- Built new pages for niche freight searches that showed strong lead quality
- Continued link building focused on relevance, not volume
Performance in July 2025:
- Organic sessions: 8,320
- Search clicks: 6,910
- Organic leads: 85
- Lead conversion rate: 1.17%
- Keywords in top 10: 142
Before vs after proof: the measurable change in 6 months
We compare February 2025 to July 2025 because those are clean full months inside the engagement window.
Before vs after:
- Organic leads: 32 per month to 85 per month (+165%)
- Organic sessions: 4,150 per month to 8,320 per month (+100%)
- Search clicks: 2,950 per month to 6,910 per month (+134%)
- Organic lead conversion rate: 0.77% to 1.17%
- Keywords in top 10: 58 to 142 (+145%)
Lead quality notes we tracked in HubSpot:
- More demo requests came from non branded searches
- A higher share of leads matched ideal customer profiles like brokers, 3PLs, and shipper ops
- Fewer “student” leads because content was focused on real buying intent
Why this worked: the main drivers behind the lead increase
The lead growth came from three connected improvements. Each one supported the next.
The site started matching how freight buyers search
Freight teams search for outcomes and workflows. Once pages were aligned to those terms, rankings expanded fast.
We stopped relying on generic software keywords and built pages around:
- Visibility and tracking workflows
- Integration and reporting needs
- Dispatch and tendering steps
- Process bottlenecks and fixes
Internal linking and clustering made the site feel organized to Google
When content is scattered, rankings stay scattered.
Once clusters were built with clear internal links:
- Pillar pages gained authority
- Supporting posts started ranking for long tail queries
- Visitors moved naturally from education to demo pages
Conversion improvements turned extra traffic into actual pipeline
Traffic alone does not create pipeline.
We improved:
- CTA clarity: the same action, same language, repeated in the right spots
- Proof: logos, security notes, integration badges, and process explanations
- Forms: fewer fields, better sequencing, fewer drop offs
Tools used: what powered the work and reporting
We kept the stack practical and focused on execution and measurement.
Tools used:
- Google Analytics 4: sessions, landing page performance, assisted conversions
- Google Search Console: clicks, impressions, CTR, indexing checks, query data
- HubSpot: lead tracking, lifecycle stages, source attribution, form reporting
- Screaming Frog SEO Spider: technical crawling, redirects, metadata checks
- Ahrefs: competitor gap analysis, backlink tracking, topic expansion ideas
- Looker Studio: monthly reporting dashboard for leadership and sales alignment
- Google Tag Manager: clean event tracking for demo clicks and form submits
What we would do next after July 2025
With the foundation working, the next phase would focus on scaling the pages that produce the best lead quality and expanding into more niche logistics searches.
Planned next steps:
- Build more integration pages based on what sales teams hear every week
- Create industry specific solution pages where demand exists
- Publish more comparison and evaluation content with clear proof
- Continue link building through partnerships and logistics ecosystem mentions
- Keep improving CTR for high impression pages with better snippets
Closing note: how this fits a freight software sales cycle
For B2B freight software, organic growth needs to support real evaluation journeys. This company did not win by chasing broad traffic. They won by creating pages that match workflow intent, then removing friction so buyers can take the next step.
From February 2025 to July 2025, the Atlanta team moved from 32 to 85 organic leads per month, and the growth was built on repeatable systems.