SEO Case Study: Tripled RFQs in 6 Months for a B2B Commercial Construction Company in Miami
In February 2025, a Miami based B2B commercial construction company partnered with Goforaeo because their website was not creating steady RFQs from serious commercial projects. This SEO Case Study explains the exact work we executed from February 3, 2025 to July 31, 2025, and how small weekly changes stacked into a big lift in inbound demand.
The company already had strong project delivery and referrals, but online visibility and the RFQ path were not built to win high intent searches or convert busy decision makers on mobile.
Project overview: Dates, timeframe, location, and what we measured
This campaign was designed around revenue actions, not vanity traffic. We focused on people actively looking for commercial construction support in Miami.
Location: Miami, Florida, United States
Project dates: February 3, 2025 to July 31, 2025
Timeframe: 6 months
Primary conversion: RFQ submissions (Request for Quote) from the website
Secondary conversions: Calls from organic visitors, email clicks, contact page submits
Core pages improved: Service pages, project pages, services hub, RFQ page, contact page
Metrics we tracked every week:
- RFQs per month from organic and local traffic
- Organic sessions to service pages and project pages
- Keyword positions for high intent terms
- Google Business Profile actions: calls, website clicks, direction requests
- Service page to RFQ conversion rate
- Lead quality notes from the estimator and sales team
Starting point: What was happening before we changed anything
Before we touched content, we made sure tracking was real. Construction sites often have forms, phone taps, and email clicks mixed together. So the first step was to count RFQs correctly and separate true quote requests from general contact messages.
Once tracking was clean, we found the real issue: the company had good work, but the website did not explain services clearly, did not show enough proof, and did not make it easy to submit an RFQ on mobile.
Baseline numbers: January 2025 (the month before kickoff)
These numbers were the reference point we used to measure growth.
- Organic sessions (sitewide): 4,180
- Organic sessions to service pages: 1,460
- Google Business Profile website clicks: 96
- Google Business Profile calls: 41
- Website RFQs (all sources): 22
- Website RFQs from organic and local only: 18
- Service page to RFQ conversion rate: 1.2%
- Keywords in top 10 positions: 9
What the audit showed: The gaps that were holding RFQs back
The website was not broken, it was just not built like a lead engine.
Key issues we documented:
- Service pages were thin and too similar, so Google could not clearly rank them
- Project pages looked like galleries, but did not explain scope, timeline, and results
- Internal linking was weak, so authority did not flow to money pages
- The RFQ page had friction on mobile, and the form felt long and unclear
- Google Business Profile was active, but services, categories, and photo content were not used fully
- Some pages competed for the same keyword, which slowed ranking movement
- Local signals existed, but they felt random, not structured
Strategy: The simple system we used to increase RFQs
We did not chase every keyword. We focused on terms that show real buying intent from commercial decision makers, like property managers, facility heads, and business owners planning buildouts.
The strategy had three parts:
- Improve visibility for high intent searches in Miami
- Build trust faster with proof and clear scope details
- Reduce RFQ friction so more visitors complete the request
Service intent mapping: One page, one job
Instead of one page trying to rank for everything, we mapped each service to its own clear page and intent. This helped rankings and also helped visitors understand what the company actually does.
We built around service themes like:
- Commercial general contracting
- Tenant improvements and office buildouts
- Design build construction
- Retail buildouts and renovations
- Industrial and warehouse improvements
- Pre construction planning and estimating
Local trust: Strong signals without stuffing
Commercial buyers often want a local team with proven work. We improved local signals naturally by upgrading the pages and the Google Business Profile, and by making consistency across listings stronger.
RFQ path: Treat the form like a sales step
We treated the RFQ page like a conversion page, not a simple contact form. We added clarity, removed friction, and made the next step feel safe and simple.
On site work: What we rebuilt and why it worked
We kept language simple and direct, the same way a project manager would explain things to a client.
Service pages: Built for search intent and buyer questions
Each service page was upgraded to answer commercial questions in the right order.
Changes we made:
- Clear “who this service is for” section
- Typical project scopes and examples
- Process steps from kickoff to closeout
- Timeline expectations and what affects them
- Safety, insurance, and site coordination notes
- Proof blocks with mini project snapshots
- FAQ sections based on real searches and customer questions
- Strong CTAs placed in logical spots, not everywhere
Project pages: Proof that supports RFQs
A photo is nice, but it does not prove capability. We turned project pages into proof pages.
Project page improvements included:
- Project type and scope summary
- Challenges like occupied spaces, phased work, night shifts, strict schedules
- Results like on time delivery, smooth handoff, reduced disruption
- Links to related services so Google and users see the full capability
- RFQ CTA for “similar project” inquiries
Internal linking: Helping Google understand priorities
We built internal links like a map. Services hub to services, projects to services, blogs to services, and strong navigation labels.
This helped in two ways:
- Google understood which pages are the main commercial pages
- Visitors found the right service faster and submitted RFQs sooner
Technical cleanup: Quiet improvements that remove drag
We also fixed technical items that hold back rankings and mobile conversions.
Work included:
- Redirect and broken link cleanup
- Canonical and index controls to prevent keyword overlap
- Image compression and lazy loading for speed
- Core Web Vitals improvements on service pages and RFQ page
- Basic on page SEO cleanups: titles, metas, headings, page structure
Monthly execution timeline: The exact work we executed from February 3, 2025 to July 31, 2025
Below is the month by month breakdown with both actions and numbers. This is the part most case studies skip, but it is where the real learning is.
February 2025: Tracking setup, service page rebuilds, and RFQ page fixes
February was about building the foundation. We verified tracking, set baseline dashboards, and rebuilt the highest value service pages first.
Work executed in February 2025:
- Verified GA4 and Google Tag Manager tracking for:
- RFQ form submits
- Click to call on mobile
- Email click events
- RFQ form submits
- Completed keyword map for Miami commercial services with intent grouping
- Rebuilt 3 priority service pages with improved structure, proof blocks, and FAQs
- Improved RFQ page:
- Cleaner layout on mobile
- Clear “what happens next” text
- Fewer required fields displayed above the fold
- Cleaner layout on mobile
- Google Business Profile cleanup:
- Category review
- Services list expanded
- Photo plan created and started
- Category review
February 2025 results:
- Organic sessions (sitewide): 4,420
- Organic sessions to service pages: 1,610
- Google Business Profile website clicks: 118
- Google Business Profile calls: 49
- Website RFQs from organic and local: 23
- Service page to RFQ conversion rate: 1.4%
- Keywords in top 10 positions: 14
March 2025: More service pages, stronger project proof, better internal linking
In March we expanded coverage and built trust with real project detail. This is where the site started to feel “real” to both Google and buyers.
Work executed in March 2025:
- Rebuilt 3 more service pages, including tenant improvements and design build focus
- Updated 6 project pages with scope, challenges, and outcomes
- Added internal links from project pages to related services
- Added trust elements near CTAs:
- Licensing notes
- Insurance and safety focus
- Commercial experience highlights
- Licensing notes
- Published 2 insight pages targeting mid funnel searches like timelines and buildout planning
- Continued Google Business Profile updates with real project photos and short posts
March 2025 results:
- Organic sessions (sitewide): 4,980
- Organic sessions to service pages: 1,870
- Google Business Profile website clicks: 136
- Google Business Profile calls: 57
- Website RFQs from organic and local: 29
- Service page to RFQ conversion rate: 1.6%
- Keywords in top 10 positions: 22
April 2025: Local structure, CTR improvements, and rankings moving up
April was a turning point. Keyword movement improved because internal linking and local structure got stronger, and pages started to match how people search.
Work executed in April 2025:
- Created a services hub page and linked all main services from it
- Added “service areas we cover” sections naturally on key pages
- Improved titles and meta descriptions to increase CTR from Google
- Added FAQ schema where it fit the page content
- Built consistent internal linking targets:
- Around 8 new internal links per week pointing into service pages
- Around 8 new internal links per week pointing into service pages
- Updated 4 more project pages to support credibility for service searches
April 2025 results:
- Organic sessions (sitewide): 5,620
- Organic sessions to service pages: 2,210
- Google Business Profile website clicks: 158
- Google Business Profile calls: 63
- Website RFQs from organic and local: 38
- Service page to RFQ conversion rate: 1.9%
- Keywords in top 10 positions: 31
May 2025: Conversion focused improvements to lift RFQs without needing huge traffic jumps
In May, visibility was growing, but we wanted more RFQs from the visitors already arriving. We focused on lowering drop offs and making the RFQ step easier.
Work executed in May 2025:
- RFQ form improvements:
- Reduced friction on required fields
- Better mobile spacing
- Clearer error states so people do not abandon
- Reduced friction on required fields
- Added CTA blocks on every service page:
- One near the top
- One after proof
- One near the end
- One near the top
- Added “typical project size and fit” guidance to reduce low quality inquiries
- Updated contact page:
- Strong click to call button
- Quick RFQ link
- Email click option
- Strong click to call button
- Continued upgrading project pages with clearer outcome language
- Continued Google Business Profile posts with real progress photos
May 2025 results:
- Organic sessions (sitewide): 6,380
- Organic sessions to service pages: 2,610
- Google Business Profile website clicks: 182
- Google Business Profile calls: 71
- Website RFQs from organic and local: 46
- Service page to RFQ conversion rate: 2.1%
- Keywords in top 10 positions: 39
June 2025: Authority building, listing consistency, and deeper page upgrades for competitive terms
June was about closing gaps and building trust signals that help competitive keywords. We also refined content using real Search Console queries.
Work executed in June 2025:
- Search Console query review for each core service page, then:
- Updated headings and sections to match real searches
- Added missing FAQ questions showing up in data
- Updated headings and sections to match real searches
- Expanded two competitive pages with deeper content:
- Process details
- Timeline ranges
- Coordination and permitting notes
- Process details
- Built a “capabilities” page used for partners and vendor sharing
- Outreach for relevant mentions with:
- Local industry groups
- Supplier partners
- Business associations
- Local industry groups
- Citation cleanup where name, address, phone details were inconsistent
- Continued Google Business Profile photo updates and posts
June 2025 results:
- Organic sessions (sitewide): 7,120
- Organic sessions to service pages: 3,040
- Google Business Profile website clicks: 210
- Google Business Profile calls: 83
- Website RFQs from organic and local: 53
- Service page to RFQ conversion rate: 2.4%
- Keywords in top 10 positions: 47
July 2025: Stabilize growth, improve lead fit, and protect conversion gains
July was about keeping rankings steady and improving RFQ quality. When RFQs rise fast, you also want the right project types coming in.
Work executed in July 2025:
- Improved CTA wording to attract commercial scopes and reduce small job inquiries
- Added “ideal project types” sections on top service pages
- Refreshed internal linking based on pages producing the best RFQs
- Expanded 4 FAQs based on new Search Console queries
- Speed checks, image cleanup, and broken link fixes
- More Google Business Profile updates with recent projects
July 2025 results:
- Organic sessions (sitewide): 7,860
- Organic sessions to service pages: 3,460
- Google Business Profile website clicks: 238
- Google Business Profile calls: 92
- Website RFQs from organic and local: 56
- Service page to RFQ conversion rate: 2.7%
- Keywords in top 10 positions: 55
Before vs after proof: What changed from start to finish
These are the cleanest numbers to compare. We used January 2025 as the baseline month and July 2025 as the final full month of the sprint.
Before: January 2025
- Website RFQs from organic and local: 18
- Organic sessions (sitewide): 4,180
- Organic sessions to service pages: 1,460
- Google Business Profile website clicks: 96
- Google Business Profile calls: 41
- Service page to RFQ conversion rate: 1.2%
- Keywords in top 10 positions: 9
After: July 2025
- Website RFQs from organic and local: 56
- Organic sessions (sitewide): 7,860
- Organic sessions to service pages: 3,460
- Google Business Profile website clicks: 238
- Google Business Profile calls: 92
- Service page to RFQ conversion rate: 2.7%
- Keywords in top 10 positions: 55
What this proves:
- RFQs increased from 18 to 56 per month from organic and local traffic
- Conversion rate improved from 1.2% to 2.7%, so the site became more efficient
- Local actions grew, meaning more people found and trusted the business before visiting the site
- Rankings expanded, which fed consistent high intent traffic into service pages
Tools used: The stack behind the work
We used tools that helped us move fast, track cleanly, and make decisions based on data.
Tracking and reporting tools:
- Google Analytics 4
- Google Tag Manager
- Looker Studio
SEO and keyword tools:
- Google Search Console
- Ahrefs
- Semrush
Technical audit tools:
- Screaming Frog
- PageSpeed Insights
- Lighthouse
Local SEO tools:
- Google Business Profile
- BrightLocal for citation tracking and cleanup
User behavior tools:
- Microsoft Clarity for session recordings and scroll depth patterns
Workflow tools:
- Google Docs for briefs and drafts
- Asana for monthly delivery tracking
Why this worked: The real reasons RFQs grew
This was not one hack. It was a system where each part helped the next part.
The biggest drivers were:
- Clear service targeting, so every service page had one purpose and one main intent
- Real proof added through upgraded project pages, not just pretty photos
- Internal linking that made service pages the obvious priority
- Local trust strengthened through Google Business Profile and consistent listings
- RFQ path improved, especially on mobile, so fewer people dropped off
What we would do next after July 31, 2025
Once RFQs become consistent, the next step is to expand without losing quality.
Planned next actions:
- Create location support pages for nearby commercial areas only where it makes sense
- Add more project case pages focused on high value industries like medical, retail, and industrial
- Build a deeper content cluster around timelines, budgeting, permits, and planning
- Add a second RFQ option for repeat clients and facility managers with faster intake
Closing: A real 6 month build, executed week by week
This SEO Case Study is a clear record of what we executed from February 3, 2025 to July 31, 2025, and how the work translated into more RFQs from organic search and local discovery. The company did strong work in the field, and our job at Goforaeo was to make sure their online presence showed that clearly and made it easy for the right buyers to request a quote.