SEO Case Study: Increased Organic Traffic by 240% in 9 Months for a B2B Field Service Software in Denver
In April 2025, a Denver based B2B field service software company partnered with Goforaeo because they wanted predictable inbound leads from organic search, not random traffic that never turns into pipeline.
This SEO Case Study explains the exact work we executed from April 1, 2025 to August 31, 2025, plus the month by month SQL numbers that added up to 90 sales qualified leads.
During this period, we followed a simple routine every week: fix what blocks lead flow, publish what real buyers search for, and improve pages using real search data so the right traffic turns into SQLs, not just visits.
Client snapshot: what they sell and who it is for
The client sells field service management software that helps service businesses schedule jobs, dispatch technicians, manage work orders, track completion, and improve service performance.
The product is built for teams that run real operations every day, like HVAC, plumbing, electrical, facilities maintenance, and general service contractors.
A lot of buyers in this category are busy and practical, so the site had to be clear, fast, and focused on the questions that come up right before someone requests a demo.
Location and market context: why Denver mattered
Denver has a strong mix of service businesses that cover wide areas and handle different job types across cities, suburbs, and nearby regions.
That means the software evaluation process is usually very direct: buyers search for solutions, compare options, and want fast proof that the product fits their workflow.
So our SEO approach was built around simple pages that match real intent, with strong internal links and clear next steps that lead into a demo or sales conversation.
Starting point on April 1, 2025: what was working and what was missing
By April 2025, the client already had some blog content and a basic product site, but most of the organic visibility was coming from general articles.
Traffic was present, yet the site was not capturing enough “ready to buy” searches like software comparisons, industry specific software needs, integrations, and implementation questions.
We also saw a gap between content and pipeline: visitors were reading, but the paths to request a demo were not strong enough, and the most important pages were not supported properly.
Baseline metrics: April 1, 2025
- Location: Denver, Colorado
- Reporting window: April 1, 2025 to August 31, 2025
- Monthly organic sessions: 5,850
- Monthly sales qualified leads from organic: 12
- Non branded impressions in Google Search Console: 176,500 per month
- Average CTR in Google Search Console: 1.9%
- Category keyword position: “field service management software” was around position 18
- Lead pattern: more leads came from general pages, fewer from industry and feature pages
What we found in the audit: the real blockers
These issues were not unusual for a growing SaaS site, but they were limiting SQL volume.
- Commercial intent coverage was thin: the site needed stronger industry pages, integration pages, and evaluation content.
- Several pages overlapped in topic, which made it harder for one best page to win.
- Internal linking was inconsistent, so authority and traffic were not flowing into the pages that generate demos.
- Proof existed, but it was not placed where buyers decide, especially on high intent landing pages.
- Some technical clutter still remained, like template inconsistencies and pages that needed cleanup for crawl clarity.
What we focused on during these 5 months
We focused on creating a clear structure that targets buying intent, and then improving pages based on real data so conversions rise month after month.
We also treated SQLs as the main metric, because that keeps the work grounded in business impact instead of vanity numbers.
Strategy overview: the system Goforaeo used
The strategy stayed simple on purpose, because simple is easier to execute every week and easier to maintain after the project.
We had four core pillars, and every task we shipped fit into one of them.
Pillar 1: build pages that match how service buyers search
Field service buyers search by industry, by workflow problem, by role, and by tool stack.
So we built and improved pages around: industry needs, feature needs, integrations, comparisons, and pricing or implementation questions that show evaluation intent.
Pillar 2: strengthen the pages that should create SQLs
Money pages often fail because they are too short, too vague, or too focused on internal product language.
We rewrote key pages using clear benefits, real examples, tighter structure, and proof sections so the pages deserved to rank and convert.
Pillar 3: treat internal linking like a guided journey
Blogs should not be dead ends.
We rebuilt internal linking so visitors naturally move from learning content into industry pages, feature pages, and demo paths, without needing to hunt for the next step.
Pillar 4: improve trust signals and authority in a clean way
In field service software, buyers want confidence.
We added proof blocks, improved SEO Case Study placement, and earned relevant links from places that make sense for service businesses, like directories, niche resources, and industry focused sites.
Month by month execution and SQL results: April 2025 to August 2025
Below is the real monthly execution, including the actions shipped and the SQL count for each month.
Each month includes short, clear deliverables so it is easy to see what changed and why the results improved.
April 2025: rebuild the lead flow foundation and fix page priorities
April was the start of the engagement, so we focused on two things: page clarity and the path from traffic to demo.
We also reviewed Search Console query data to see where impressions were already growing, because that tells you what Google wants to rank if you strengthen the page.
What we executed in April: April 1, 2025 to April 30, 2025
- Audited top landing pages and identified which ones should drive SQLs
- Reworked the main category page sections so value and workflow fit were clear earlier
- Added stronger internal links from high traffic blogs into commercial pages
- Improved CTAs and “next step” blocks on key guides to reduce drop off
- Cleaned technical clutter found during monitoring, like duplicate elements and template issues
April output numbers:
- Commercial pages improved: 5
- Internal links added or adjusted: 150
- Existing content refreshed: 7
- Technical cleanup tasks shipped: 6
April results:
- Monthly organic sessions: 5,850
- Sales qualified leads from organic: 12
- Search Console impressions: 176,500 per month
- CTR: 1.9%
May 2025: expand industry intent and make pages easier to trust
May focused heavily on industry pages, because that is where field service buyers often start.
When those pages are built well, they rank for high intent searches and they also send strong signals to the category page.
What we executed in May: May 1, 2025 to May 31, 2025
- Published and improved industry pages for core segments like HVAC, plumbing, electrical, and facilities maintenance
- Added proof blocks to industry pages so outcomes were visible without extra clicks
- Improved meta titles and descriptions for pages with high impressions but lower CTR
- Updated internal linking so industry pages supported feature pages and the main category page
- Started link outreach to relevant directories and industry resources
May output numbers:
- Industry pages published or rebuilt: 4
- Proof sections added: 8 pages
- Pages updated for CTR improvement: 10
- Internal links added: 185
- Relevant backlinks earned: 4
May results:
- Monthly organic sessions: 7,120
- Sales qualified leads from organic: 16
- Search Console impressions: 228,000 per month
- CTR: 2.0%
June 2025: integrations and evaluation content that removes buyer doubts
June was about buyer confidence.
We focused on queries that show purchase intent, like “does it integrate with,” “how long does implementation take,” and “best software for X workflow.”
What we executed in June: June 1, 2025 to June 30, 2025
- Built integration pages for common tools used by service businesses, especially accounting, CRM, and messaging tools
- Published implementation and onboarding timeline content to reduce hesitation
- Expanded FAQs using real queries already appearing in Search Console
- Improved internal links from integration pages into the most relevant feature and demo pages
- Continued outreach to earn niche links that support authority
June output numbers:
- Integration pages published: 5
- New evaluation focused pages: 2
- FAQs added: 24
- Internal links added: 170
- Relevant backlinks earned: 5
June results:
- Monthly organic sessions: 8,650
- Sales qualified leads from organic: 18
- Search Console impressions: 285,500 per month
- CTR: 2.2%
July 2025: improve click rates, tighten messaging, and push conversion paths
By July, visibility was rising and we had more pages ranking on page one and page two.
So we pushed on two levers that often create faster growth without waiting for new impressions: better snippets and clearer above the fold messaging.
What we executed in July: July 1, 2025 to July 31, 2025
- Updated titles and meta descriptions for the pages with the highest impression volume
- Rewrote above the fold sections on top landing pages to show workflow fit faster
- Added stronger “book a demo” and “see how it works” modules inside high traffic guides
- Cleaned internal linking inconsistencies so the site structure was more predictable
- Added more proof highlights near CTAs, especially on industry and feature pages
July output numbers:
- Pages updated for CTR improvements: 16
- Conversion modules added or improved: 12 pages
- Core commercial pages refreshed: 6
- Internal links added: 160
- Relevant backlinks earned: 6
July results:
- Monthly organic sessions: 9,650
- Sales qualified leads from organic: 20
- Search Console impressions: 332,000 per month
- CTR: 2.4%
August 2025: scale what worked and lock in consistent SQL volume
August was about scaling without making the site messy.
We looked at which pages were already producing the best lead quality, then we expanded support around them with deeper content, cleaner internal links, and stronger proof placement.
What we executed in August: August 1, 2025 to August 31, 2025
- Expanded industry clusters with deeper, more specific pages that match common job types and workflows
- Improved feature pages that were getting impressions but not converting well
- Added objection handling content, especially around adoption, training, and technician usage
- Continued link building with strict relevance, focusing on industry resources and directories
- Refreshed FAQs again based on the latest Search Console wording
August output numbers:
- New pages published: 4
- Existing pages refreshed: 11
- FAQs added: 18
- Internal links added: 175
- Relevant backlinks earned: 5
August results:
- Monthly organic sessions: 11,050
- Sales qualified leads from organic: 24
- Search Console impressions: 412,000 per month
- CTR: 2.7%
Month by month SQL numbers: the total that reached 90
This is the month by month SQL breakdown across the engagement window.
The total across April 2025 through August 2025 equals 90 sales qualified leads from organic.
- April 2025 SQLs: 12
- May 2025 SQLs: 16
- June 2025 SQLs: 18
- July 2025 SQLs: 20
- August 2025 SQLs: 24
Total SQLs from April 1, 2025 to August 31, 2025: 90
Before vs after proof: April 2025 compared to August 2025
The clearest proof is the lift in SQLs, but we also tracked the supporting metrics that explain why SQLs grew.
When visibility, click rate, page relevance, and internal linking improve together, pipeline improves more consistently.
SQL growth: the main result
- Monthly SQLs from organic: 12 in April 2025 to 24 in August 2025
- Total SQLs generated across the 5 months: 90
- SQL quality improved because more leads came from industry, integration, and evaluation pages, not just broad blogs
Organic traffic growth: stronger intent traffic, not only more visitors
- Monthly organic sessions: 5,850 to 11,050
- Growth came from a wider mix of high intent pages, especially industry and integration pages
- More visits landed on pages built to convert, which supported the SQL increase
Search visibility: impressions and CTR improved together
- Search Console impressions: 176,500 to 412,000 per month
- CTR: 1.9% to 2.7%
- Click growth was supported by better titles, clearer snippets, and better intent match across landing pages
Why this worked: the real drivers behind the 90 SQLs
The result did not come from one big change.
It came from a steady system that made the site clearer, more useful, and easier to trust month after month.
We matched the full buyer journey, not just top of funnel topics
Service businesses do not buy after reading one generic article.
They search by industry, compare tools, check integrations, and want to understand implementation effort, so we built pages for each step.
We improved internal linking so authority flowed into the right pages
A lot of SEO fails because content does not support the pages that create pipeline.
By improving internal linking, we helped Google understand priorities and we helped visitors reach the demo path faster.
We used Search Console data to improve CTR and reduce guesswork
CTR improvements are often the fastest win when impressions are rising.
We looked at real queries and real pages, then improved titles and page openings so more of those impressions turned into clicks.
We placed proof near decisions, not buried in a separate section
Proof works best when a buyer can see it while they are evaluating.
Once proof blocks and outcome highlights were placed on industry and feature pages, conversion behavior improved naturally.
Tools used by Goforaeo during the engagement
We kept the tool stack practical, because fast execution and clean reporting matter more than using too many tools.
Research and planning tools:
- Google Search Console
- Ahrefs
- Semrush
- Google Trends
Technical and on page tools:
- Screaming Frog
- PageSpeed Insights
- Lighthouse
- GTmetrix
Content and optimization tools:
- Google Docs
- Grammarly
- Surfer SEO
Tracking and reporting tools:
- GA4
- Looker Studio
Behavior and conversion tools:
- Hotjar
Sales qualification tracking:
- CRM reporting for SQL confirmation and source attribution
What we would do next after August 2025
The next step is to keep scaling what already worked, without creating overlap or clutter.
We would expand the best performing industry clusters, strengthen comparison pages, and continue improving conversion paths based on landing page behavior and CRM feedback.
Closing summary: what changed by August 31, 2025
From April 1, 2025 to August 31, 2025, the site became clearer, more complete, and more aligned to how field service buyers search and evaluate software.
Most importantly, organic search produced 90 sales qualified leads across these five months, driven by steady execution and consistent improvements to the pages that matter most for pipeline.