SEO Case Study: 2X Sales Meetings in 60 Days for a B2B Compliance Software in Washington, DC
In March 2025, a Washington, DC based B2B compliance software company partnered with Goforaeo after noticing something frustrating. Their site was getting some traffic, but that traffic was not consistently turning into booked sales calls.
This SEO Case Study covers what we changed between March 3, 2025 and May 2, 2025, what we tracked every week, and the clear proof we saw in booked meetings and conversion data.
Quick context and timeline
This was a short, focused SEO sprint built around sales impact, not just rankings. We used clean tracking, simple on site changes, and content that matched how compliance buyers actually search.
Location: Washington, DC
Market: United States, with strong relevance in regulated industries and government adjacent teams
Timeframe: 60 days
Primary path tracked: Organic search visit to lead to booked sales meeting
Dates used in this SEO Case Study
We compared two equal windows so the proof is fair.
- Baseline window: January 1, 2025 to March 2, 2025
- Execution window: March 3, 2025 to May 2, 2025
Client snapshot and buying reality
This client sells compliance software to teams who deal with audits, policies, evidence, risk, and reporting. In this space, buyers move carefully. They want clarity, proof, and a safe choice.
Many visitors were searching for things like:
- compliance management software
- audit readiness software
- policy management system
- evidence collection for audits
- SOC 2 readiness process
- vendor due diligence checklist
The big issue was not only SEO. The issue was that the website did not guide high intent visitors to the right next step. Some people landed on blog posts when they should have landed on product and use case pages. Some people landed on product pages that did not explain enough to feel confident.
The starting point before Goforaeo
We started with measurement. No guessing, no vague claims. We reviewed search data, analytics, and CRM meeting records.
What we checked in week one
- Search Console for queries, pages, impressions, clicks, and indexing health
- GA4 for organic sessions, engagement, key events, and page paths
- CRM meeting data to confirm which meetings came from organic search
- Top landing pages from organic, and what visitors did next
- Technical crawl to find index and site structure issues
Baseline metrics (January 1, 2025 to March 2, 2025)
Here are the core numbers we used as the starting proof.
- Sales meetings booked (all inbound sources): 11
- Sales meetings booked from organic search: 5
- Organic sessions (60 day total): 3,420
- Organic leads (form submits and demo requests): 38
- Organic conversion rate (visit to lead): 1.1%
- Leads to meeting booking rate: 29%
- Tracked keyword set in top 10 positions: 14
- Average position for tracked keyword set: 28
- Branded vs non branded split: branded search was doing most of the converting
What was clearly not working
We saw a few common problems that kept showing up.
- Important pages were not internally linked well, so Google and users were not guided to them
- Several pages had weak titles and descriptions, so click through rate was lower than it could be
- High intent searches were landing on general pages, not decision pages
- The demo page had too little clarity about what happens after booking
- Some pages were heavy and slow, especially on mobile
- Proof was placed too low on pages, so users did not see it when deciding
What we did in the 60 day sprint
We used a simple plan with tight execution. We fixed the foundation first, then we improved the pages that sell, then we added content that supports buyer decisions.
This section is long on purpose, because the details matter if you want real results.
How we chose priorities
We prioritized tasks using two filters:
- Would this help rankings and traffic quickly
- Would this help a buyer feel confident enough to book a meeting
That kept the work focused. Every change had to support a clear reason.
Technical foundation fixes
Technical work is not the exciting part, but it removes friction. In B2B SaaS, small technical issues can block growth because the site is often large, and content is spread out.
We did not rebuild the site. We cleaned it up and made it easier for search engines and users.
What we fixed first and why it mattered
- Index control cleanup: We reduced low value pages getting indexed, which helped focus crawl and rankings on key pages
- Duplicate metadata fixes: Many pages had similar titles, which can confuse search engines and reduce clicks
- Internal linking structure: We created a clearer path from blog posts to product and use case pages
- Page speed improvements: We reduced heavy scripts, optimized images, and improved load stability
- Basic structured data where needed: We added consistent schema for organization and FAQ on selected pages
Quick technical proof points we tracked
- Fewer duplicate titles in the crawl report
- Better crawl consistency in Search Console
- Improved engagement on key pages because pages loaded faster
- Clearer indexing patterns for important pages
Intent matching and money pages
This was the core driver of booked meetings. We treated key pages like sales assets, not just SEO pages.
We mapped search intent into three buckets:
- People researching the topic
- People comparing tools and shortlisting vendors
- People ready to request a demo
Pages we improved or built for decision intent
We prioritized pages that can naturally win high intent searches and also move visitors toward a meeting.
- Core solution page aimed at “compliance management software” style intent
- Use case pages like audit readiness, evidence collection, policy lifecycle
- Industry pages where compliance pain is urgent
- Comparison and alternatives pages based on real sales questions
- A stronger demo page that reduces hesitation
What we changed on those pages
We used simple copy and clear layout. No fancy language.
- A clear first section that explains who the product is for
- A short “what you get” section in plain words
- A simple “how it works” flow so buyers can understand fast
- Proof blocks placed near the CTA, not hidden at the bottom
- Fewer CTAs, but more consistent CTAs
- A cleaner demo request flow that sets expectations
Content that supports buyer questions
We did not chase random keywords. We created content that supports the sales process and the pages that close.
Most compliance buyers search in a very practical way. They want templates, checklists, steps, and risk explanations.
Content themes we focused on
- Audit readiness steps and evidence workflows
- Policy approvals and version control issues
- Compliance program mistakes that create real risk
- What to ask a vendor during evaluation
- Implementation timeline, onboarding, and what success looks like
How we connected content to meetings
Every new content piece had two jobs:
- Rank for long tail searches and bring in qualified visitors
- Push those visitors into a decision page with the right next step
We added internal links with clean anchor text and context, not random “click here” links.
Conversion improvements as part of SEO
In a sprint like this, conversion work is often what turns good SEO into booked calls.
We improved conversion without making it feel pushy. The goal was clarity and trust.
Changes we made to increase form and meeting completion
- Added “what happens after you book” on the demo page
- Added short qualification language so poor fit leads filtered out
- Improved CTA placement mid page on key pages
- Added trust signals near forms, not only on the homepage
- Simplified form fields where it was safe to do so
- Improved thank you flow so the next step was obvious
Tools used and how we tracked the proof
We tracked SEO metrics and sales metrics together, so the client could see what actually mattered.
Tools used
- Google Search Console (queries, pages, indexing, click through rate)
- Google Analytics 4 (organic traffic, engagement, conversions)
- Google Tag Manager (event setup, form tracking accuracy)
- HubSpot CRM (lead source, lifecycle stages, meeting attribution)
- HubSpot Meetings or Calendly (meeting bookings and show rate tracking)
- Screaming Frog (technical crawl, metadata checks, internal links)
- Ahrefs and Semrush (keyword research, competitor gaps, link checks)
- Looker Studio (simple weekly dashboard for leadership and sales)
How we kept the tracking honest
- We counted meetings that were booked and stayed scheduled, not just clicks
- We compared equal windows, 60 days vs 60 days
- We looked at organic only, not mixed attribution claims
- We reviewed lead quality with sales feedback every week
Month by month plan, work shipped, and results
Below is the exact month level story with tasks and numbers. This section is detailed because that is usually what agency case studies skip.
January 2025 (baseline month 1)
January was the first baseline month. We used it to measure what was already happening.
What we learned was simple. Some traffic existed, but not enough of it was landing on the right pages, and buyers were not getting the answers they needed.
Work completed in January 2025
- Full website crawl and issue list
- Keyword intent map for solution, use case, and industry pages
- Review of sales notes to identify common objections
- Analytics and CRM audit to confirm meeting attribution
Key numbers for January 2025
- Organic sessions: 1,640
- Organic leads: 18
- Sales meetings booked (all inbound): 5
- Sales meetings booked from organic: 2
- Tracked keywords in top 10: 13
- Demo request submits from organic: 16
February 2025 (baseline month 2)
February confirmed the pattern. The site was not broken, but the path from search to meeting was not clear.
We also noticed that some pages had impressions but low clicks, which usually points to title and snippet issues.
Work completed in February 2025
- Final list of priority pages for the sprint
- Page brief notes for each key page, including sections and proof points
- Internal linking plan from high traffic posts to decision pages
- CRM cleanup to improve lead source trust
Key numbers for February 2025
- Organic sessions: 1,720
- Organic leads: 20
- Sales meetings booked (all inbound): 6
- Sales meetings booked from organic: 3
- Tracked keywords in top 10: 14
- Average position for tracked set: 28
March 2025 (execution month 1, starting March 3, 2025)
March is when changes started going live fast. We focused on the pages most likely to turn into meetings within the sprint window.
This month was about cleaning the foundation and building the first set of conversion friendly pages.
What Goforaeo shipped in March 2025
- Fixed indexing and duplicate metadata issues on priority sections
- Updated titles and descriptions on key pages to improve clicks
- Reworked the main solution page to match buying intent
- Launched 2 use case pages tied to sales questions
- Added FAQ sections to win long tail searches and reduce hesitation
- Strengthened internal linking from top traffic blogs to decision pages
Key numbers for March 2025 (March 3 to March 31)
- Organic sessions: 1,980
- Organic leads: 32
- Sales meetings booked (all inbound): 8
- Sales meetings booked from organic: 4
- Organic conversion rate: 1.6%
- Tracked keywords in top 10: 21
- Demo request submits from organic: 28
April 2025 (execution month 2)
April is where the sprint gained momentum. Rankings improved, but the most important change was lead quality.
Sales reported that more leads arrived with clearer intent, and more of them asked product focused questions, not general learning questions.
What Goforaeo shipped in April 2025
- Published 4 high intent articles tied to evaluation and objections
- Built 2 comparison pages based on competitor interest in the CRM
- Improved demo page clarity and added expectation setting copy
- Added trust blocks and proof sections across key pages
- Started targeted link outreach to relevant compliance adjacent sites
- Updated older posts with better structure, fresher examples, and clearer CTAs
Key numbers for April 2025
- Organic sessions: 2,640
- Organic leads: 54
- Sales meetings booked (all inbound): 12
- Sales meetings booked from organic: 7
- Organic conversion rate: 2.1%
- Tracked keywords in top 10: 33
- Demo request submits from organic: 41
May 2025 (final sprint days, May 1 and May 2)
In the last sprint days, we focused on tightening what worked. Small improvements can matter a lot when you already have momentum.
What Goforaeo shipped in May 2025 (May 1 and May 2)
- Internal linking refresh to strengthen new comparison pages
- CTA placement tweaks on one use case page and the demo page
- Search Console query review, then adding missing sub topics to ranking pages
- Quick technical cleanup on a few pages that showed crawl issues
Key numbers for May 2025 (May 1 and May 2)
- Organic sessions: 210
- Organic leads: 6
- Sales meetings booked (all inbound): 2
- Sales meetings booked from organic: 1
Before numbers vs after numbers (clear proof)
We kept this comparison strict and simple. Two equal time windows, same definitions.
January 1, 2025 to March 2, 2025 (baseline 60 days)
- Sales meetings booked (all inbound): 11
- Sales meetings booked from organic search: 5
- Organic sessions: 3,420
- Organic leads: 38
- Organic conversion rate: 1.1%
- Tracked keywords in top 10: 14
March 3, 2025 to May 2, 2025 (execution 60 days)
- Sales meetings booked (all inbound): 22
- Sales meetings booked from organic search: 12
- Organic sessions: 4,830
- Organic leads: 92
- Organic conversion rate: 1.9%
- Tracked keywords in top 10: 35
What improved the most
- Meetings grew faster than traffic
- Conversion rate improved because pages matched intent better
- More non branded queries started converting
- Comparison pages and use case pages influenced a higher share of meetings
Why this worked (simple explanation)
This sprint worked because we did a few important things well, and we did them fast.
We matched search intent to the right page type
When a buyer searches for software, they want software pages. When they search for steps, they want guides.
We made sure high intent searches had a clear landing page that could convert.
We built trust where the buyer makes the decision
Compliance buyers are risk aware. They want proof and process.
We placed trust signals near CTAs, and explained what happens after booking, so fewer people dropped off.
We listened to sales and built content around real questions
Instead of writing generic content, we wrote content that matched what sales was hearing.
That increased relevance, improved ranking potential, and improved lead quality.
We improved internal links to focus authority
Internal links told Google and users what matters most.
This helped new pages get discovered faster and helped the site feel more organized.
What we would do next to scale results
After the sprint, the next phase usually focuses on depth, authority, and repeatable content systems.
Next steps we recommended after May 2, 2025
- Expand industry pages based on the best converting verticals
- Publish more comparison pages based on live competitor interest
- Build a compliance resource hub that links into product pages
- Improve bottom funnel pages every month using Search Console query data
- Keep link building steady through partnerships, guest posts, and podcasts
Closing note
This Washington, DC compliance software team did not need random SEO activity. They needed the right structure, the right pages, and clear trust signals that turn search intent into booked calls.
If you want Goforaeo to plan a similar sprint for your B2B company, we can map out what to fix first, what to publish, and what to track so results show up in meetings, not just in traffic charts.