SEO Case Study: Increased Demo-Ready Sessions 3X in 8 Months for a B2B Sales Intelligence Tool in Austin
In February 2025, a B2B sales intelligence SaaS company in Austin partnered with Goforaeo to improve the quality of organic traffic and bring in more sales conversations. They had a solid product and strong outbound motion, but search was not consistently driving the right buyers to demo.
This SEO Case Study explains what we changed, what we shipped month by month, and the exact numbers we tracked from February 2025 to September 2025 in Austin and across their main US market.
Client snapshot: Product, audience, and market
They sell a sales intelligence tool used by B2B sales teams for prospecting, lead enrichment, account research, and outreach planning. Their best customers were mid market and enterprise teams in tech, services, and B2B SaaS.
They already had brand demand from outbound and partnerships, but their organic traffic had two problems: it was too top of funnel and it did not convert into demo actions often enough.
Location focus: Austin, Texas
Austin was the base and an important trust signal for the brand story, hiring, and partnerships. For SEO, we also targeted US wide purchase intent keywords while supporting local credibility through company pages, team signals, and consistent business info.
Dates, timeframe, and what we measured
We tracked performance for 8 months with weekly execution check ins and monthly reporting.
Start date: February 3, 2025
End date: September 30, 2025
Timeframe: 8 months
Primary market: United States with strong relevance to Austin, Texas
What “demo-ready sessions” means in this SEO Case Study
We did not count every organic visit as equal. A demo-ready session was defined as a session that showed buying intent through behavior, such as:
- Visited the Demo, Pricing, or Contact Sales page
- Viewed 2 or more high intent pages in one session
- Visited an Alternatives or Competitors page
- Visited Integration pages or Use case pages
- Triggered key events like CTA clicks, form starts, or pricing plan interactions
This kept reporting honest and focused on revenue potential.
Tools used: Tracking and execution
We used these tools throughout the engagement:
- Google Search Console: queries, clicks, impressions, indexing
- Google Analytics 4: sessions, event tracking, conversion paths
- HubSpot: demo submissions, lifecycle stages, source reporting
- Semrush: keyword research, position tracking, competitor gaps
- Ahrefs: backlink analysis, link opportunities, content gaps
- Screaming Frog: crawls, on-page issues, internal linking checks
- PageSpeed Insights: speed and Core Web Vitals checks
- Hotjar: scroll, clicks, session recordings for key pages
- Looker Studio: monthly performance dashboards
Before vs after: Proof of change
Here is what the numbers looked like at the start compared to the end of the 8 month period.
Before: February 2025 baseline
In February 2025, organic traffic existed but the intent mix was weak. Blog traffic was not moving to demo pages, and key product pages were not ranking for buyer searches.
Baseline metrics for February 2025:
- Organic sessions: 12,400
- Demo-ready sessions: 1,020
- Demo requests from organic: 56
- Demo request rate from organic sessions: 0.45%
- Search Console impressions: 410,000
- Search Console clicks: 12,200
- Average position across tracked keywords: 28.4
- Keywords in Top 3: 4
- Keywords in Top 10: 31
- Referring domains: 186
After: September 2025 results
By September 2025, the site was capturing more buyer intent queries, the internal linking was cleaner, and the conversion paths were stronger.
September 2025 metrics:
- Organic sessions: 26,900
- Demo-ready sessions: 3,210
- Demo requests from organic: 168
- Demo request rate from organic sessions: 0.62%
- Search Console impressions: 1,140,000
- Search Console clicks: 31,800
- Average position across tracked keywords: 16.1
- Keywords in Top 3: 22
- Keywords in Top 10: 94
- Referring domains: 268
The headline outcome: 3X demo-ready sessions
Demo-ready sessions grew from 1,020 in February 2025 to 3,210 in September 2025. That is slightly above 3X growth, and it happened with a clear system, not random content.
What was holding growth back
In the first two weeks, we ran a full technical, content, and conversion review. The biggest issues were about relevance and flow.
Here is what we found:
- The site ranked for broad topics like sales tips, but not enough for buyer intent searches
- Product pages were short and did not answer comparison questions
- Internal linking did not push authority to money pages
- The blog did not guide people into demo paths
- Several key pages had weak titles and unclear meta descriptions
- Some pages competed with each other for similar terms
- CTA placement and page structure made it easy to bounce
Strategy overview: What we did and why it worked
We followed a simple approach: fix the base, build the right pages for purchase intent, then strengthen authority and conversion.
1) Technical SEO and indexing clarity
We started by making sure Google could crawl and understand the most important pages. This also helped content get picked up faster after publishing.
Key actions:
- Ran crawls and removed low value indexable pages
- Fixed broken internal links, redirect chains, and duplicate metadata
- Improved canonical tags and reduced keyword overlap across similar pages
- Cleaned sitemap structure and resubmitted in Search Console
- Improved Core Web Vitals on top landing pages
2) Build a buyer intent content map
We mapped keywords based on how close they were to a demo decision. Then we built pages for each category.
High performing page types:
- Alternatives pages: for buyers comparing tools
- Competitor comparisons: “Tool A vs Tool B” style pages with honest differences
- Use case pages: sales teams, RevOps, SDR teams, account based prospecting
- Integration pages: CRM and enrichment workflows
- Pricing and packaging support pages: explaining plan fit and ROI
3) On-page improvements for rankings and clicks
We rewrote titles and page sections to match what buyers actually search, and what they need to see to trust the product.
What we improved:
- Titles that lead with clear intent and outcome
- Meta descriptions written to earn clicks, not just describe
- Headings that match questions buyers ask on calls
- Proof blocks: customer types, security notes, accuracy notes, workflows
- FAQ sections built from Search Console queries
- Internal links placed where they naturally help the reader
4) Convert more sessions into demo actions
We used Hotjar and GA4 events to find friction. Then we improved the path from content to demo.
Conversion improvements included:
- Stronger CTA blocks on alternatives and comparison pages
- Shorter demo forms for mobile users
- Clearer copy that matches sales language used by ICP buyers
- Added “what happens next” sections so users felt safer booking a demo
- Added trust signals near the CTA, not only in the footer
5) Authority and link growth that fits the category
We did consistent link work, but we kept it relevant. We focused on placements that actually fit sales tech and B2B SaaS.
Link activities:
- Outreach to sales and RevOps blogs for thought leadership placements
- Data led content that earned mentions and natural links
- Partner pages and integration ecosystem listings
- Reclaiming unlinked mentions from podcasts, newsletters, and events
- Fixing broken backlinks pointing to old URLs
Month by month: Actions shipped and performance
Below is the monthly rollout from February 2025 to September 2025, with both execution and results. This is the same structure we used in client reporting.
February 2025: Baseline, tracking cleanup, and quick wins
We used February to get clean measurement and stop obvious leaks. We also shipped the first set of on-page fixes.
Work completed:
- GA4 and HubSpot alignment for demo attribution
- Defined demo-ready sessions and created an event based segment
- Technical crawl and fixes for the highest traffic pages
- Rewrote titles and meta descriptions for 12 priority pages
- Built an internal linking plan for product led pages
February performance:
- Organic sessions: 12,400
- Demo-ready sessions: 1,020
- Demo requests from organic: 56
- Keywords in Top 10: 31
- New pages published or refreshed: 6
- New referring domains gained: 6
March 2025: First buyer intent pages and better internal linking
March was focused on building pages that match “ready to choose” searches. We also improved how the blog supports product pages.
Work completed:
- Published 4 alternatives pages for high intent tool comparisons
- Refreshed the main product page with clearer sections and FAQs
- Added internal links from top traffic blogs into the new intent pages
- Improved page speed on 5 pages with the most organic entrances
- Started structured outreach for relevant placements
March performance:
- Organic sessions: 14,900
- Demo-ready sessions: 1,260
- Demo requests from organic: 68
- Keywords in Top 10: 38
- New pages published or refreshed: 9
- New referring domains gained: 8
April 2025: Competitor comparisons and use case pages
April is when rankings started moving faster because the site finally had strong pages for common buyer questions.
Work completed:
- Published 6 competitor comparison pages with honest feature notes
- Built 3 use case pages targeting sales ops and SDR workflows
- Added proof sections: accuracy notes, data sources, compliance basics
- Improved headings and structure on pricing support content
- Continued link outreach and reclaimed brand mentions
April performance:
- Organic sessions: 17,800
- Demo-ready sessions: 1,520
- Demo requests from organic: 79
- Keywords in Top 10: 52
- New pages published or refreshed: 12
- New referring domains gained: 9
May 2025: Integration content and stronger conversion blocks
May was about making the product easier to understand in real workflows. Integration intent was a big driver of demo-ready sessions.
Work completed:
- Published 6 integration pages focused on CRM and enrichment workflows
- Added new CTA blocks and “next steps” sections on intent pages
- Updated internal linking to support integration and comparison pages
- Expanded FAQs using Search Console query data
- Fixed keyword overlap across 3 pages competing for the same term
May performance:
- Organic sessions: 19,600
- Demo-ready sessions: 1,860
- Demo requests from organic: 96
- Keywords in Top 10: 63
- New pages published or refreshed: 13
- New referring domains gained: 10
June 2025: Scale content that brings qualified traffic
In June, we scaled what was working and improved pages sitting between positions 4 and 15. This was a strong month for pushing winners.
Work completed:
- Refreshed 10 pages that were close to page one
- Published 5 new pages targeting account research and enrichment terms
- Improved internal linking with a hub style structure
- Added short proof points on top pages to reduce bounce
- Secured more placements from sales and RevOps sites
June performance:
- Organic sessions: 21,300
- Demo-ready sessions: 2,180
- Demo requests from organic: 112
- Keywords in Top 10: 74
- New pages published or refreshed: 15
- New referring domains gained: 12
July 2025: CTR lift and better ranking stability
July was about improving click through and making rankings stick. We adjusted titles, expanded sections, and improved snippets.
Work completed:
- Rewrote titles and meta descriptions for 18 pages to improve CTR
- Added FAQ schema where it fit naturally and improved snippet reach
- Expanded comparison pages with clearer “who should choose what” sections
- Created supporting blogs that link into top intent pages
- Continued outreach focused on quality, not volume
July performance:
- Organic sessions: 23,400
- Demo-ready sessions: 2,540
- Demo requests from organic: 131
- Keywords in Top 10: 83
- New pages published or refreshed: 14
- New referring domains gained: 15
August 2025: New clusters and CRO improvements
August combined SEO and conversion work. We wanted more of the right visitors to finish the demo action once they landed.
Work completed:
- Built a new content cluster around account based prospecting
- Refreshed the Demo page with clearer expectations and social proof
- Reduced form friction and improved mobile demo experience
- Added internal links from high traffic pages into demo path pages
- Earned links from niche newsletters and partner mentions
August performance:
- Organic sessions: 25,100
- Demo-ready sessions: 2,910
- Demo requests from organic: 149
- Keywords in Top 10: 89
- New pages published or refreshed: 16
- New referring domains gained: 11
September 2025: 3X demo-ready sessions milestone and strong finish
September was the month where the combined work showed clearly. Buyer intent pages ranked, clicks grew, and demo-ready sessions crossed 3X.
Work completed:
- Updated 12 priority pages based on fresh Search Console data
- Expanded integration pages with clearer workflows and outcomes
- Built 3 new alternatives pages for emerging competitor searches
- Strengthened internal linking from comparison pages to demo paths
- Continued authority work and cleaned up a few outdated pages
September performance:
- Organic sessions: 26,900
- Demo-ready sessions: 3,210
- Demo requests from organic: 168
- Keywords in Top 10: 94
- New pages published or refreshed: 15
- New referring domains gained: 12
What changed the most: The key moves that drove results
A few actions consistently pushed performance upward. These were the biggest drivers.
Buyer intent pages that match how people choose tools
Alternatives, competitors, integrations, and use cases brought the highest demo-ready sessions because they match real buying behavior. People search those terms when they are comparing options, not when they are browsing.
Strong internal linking that tells Google what matters
Once we connected top traffic pages to the right product led pages, rankings improved faster and those pages stayed stable.
CRO improvements that made demos feel safer
Small changes like explaining what happens after booking a demo, adding proof near the form, and cleaning mobile layout increased completed demo actions.
Challenges and how we handled them
Every SaaS SEO campaign hits a few common blocks, especially in sales tech.
- Competitive SERPs: we started with long tail intent first, then moved up
- Fast changing competitor landscape: we updated alternatives pages monthly
- Content approvals: we used a simple review flow and fixed delays early
- Attribution confusion: we aligned GA4 events and HubSpot sources in month one
Final outcomes by September 30, 2025
Here is what the company achieved by the end of the timeframe:
- Demo-ready sessions increased from 1,020 to 3,210
- Organic sessions increased from 12,400 to 26,900
- Demo requests from organic increased from 56 to 168
- Strong growth in Top 10 keywords from 31 to 94
- More stable buyer intent rankings across alternatives, competitors, and integrations
- A clearer site structure that supports future category expansion
How Goforaeo approaches SaaS SEO projects like this
We focus on intent, structure, and consistency. We do not chase random topics. We build pages that match how buyers search, then support those pages with strong internal links, real proof, and ongoing authority work.