SEO Case Study: Grew Organic Traffic 210% in 9 Months for a B2B LegalTech Platform in Atlanta
In January 2025, an Atlanta based B2B LegalTech platform partnered with Goforaeo to clean up their SEO foundation and turn their website into a steady source of qualified demo requests. This SEO Case Study breaks down what we did, when we did it, and what changed month by month using clear numbers from Google Analytics and Google Search Console.
This client asked us to keep the brand name private, so I will refer to them as “the platform” throughout. All results below are from the client’s own GA4 and Search Console data.
Client snapshot
The platform sells software to legal and compliance teams at mid market and enterprise companies. The average sales cycle was not quick, so we focused on traffic that actually matches buying intent, not just blog visits.
Key details:
- Industry: B2B LegalTech SaaS
- Location: Atlanta, Georgia, United States
- Project kickoff date: January 8, 2025
- Timeframe covered: January 2025 through September 2025 (9 months)
- Primary SEO focus: Non brand organic traffic that leads to demos and sales conversations
Starting point in January 2025
Before we touched anything, we pulled baseline numbers and checked tracking. We used January 8 to January 31, 2025 as the first clean baseline window because that is when GA4 and Search Console tagging were fully confirmed.
Here is what the “before” picture looked like:
- Organic sessions (GA4, January 2025): 4,180
- Search clicks (GSC, January 2025): 2,950
- Search impressions (GSC, January 2025): 98,000
- Demo requests from organic (tracked form fills): 18
- Keywords in Top 10 (tracking sample set): 41
- Keywords in Top 3 (tracking sample set): 6
The platform already had content, but it was not built around a clear structure. It also had technical issues that were quietly blocking growth.
What we found in the first 2 weeks
We ran a full audit and found a few patterns that explained why traffic was stuck:
- Many pages were written like product brochures, not like answers to search questions.
- Several important pages were hard to reach from the main navigation and had weak internal links.
- Duplicate titles and similar pages were competing with each other.
- Blog posts were not grouped into themes, so Google had no strong signal of topical depth.
- Slow templates and heavy scripts were hurting Core Web Vitals on key pages.
- Conversion tracking was incomplete, so earlier “SEO wins” were hard to tie to pipeline.
What we focused on (without repeating the headline)
Instead of chasing random keyword volume, we built the plan around three priorities: make the site easy for Google to crawl and trust, publish pages that match real buying questions, and improve the path from visitor to demo request.
This worked because in LegalTech, buyers search in a very practical way. They look for solutions, comparisons, compliance answers, and workflow fixes. We aligned the site to that reality.
Priority 1: Fix the foundation first
We handled the parts that usually hold a site back even when content is decent:
- Technical cleanup (crawl waste, duplicates, index signals)
- Site speed improvements on the main templates
- Stronger internal linking paths to product and solution pages
- Better metadata that matched actual search intent
- Basic schema where it made sense (software and organization style markup)
Priority 2: Build content around high intent topics
We built clusters around topics that legal and compliance teams actually type into Google, such as:
- Solutions for common legal operations bottlenecks
- Implementation and workflow questions
- Integration style searches (tools the platform connects with)
- Comparison searches (platform vs alternatives)
- Use cases by role (legal ops, compliance, procurement, etc.)
Priority 3: Earn trust signals and authority
For B2B LegalTech, trust matters. We supported SEO with real credibility signals:
- Case story style pages (results, workflows, outcomes)
- Thought leadership posts tied to practical steps
- Link earning through partner pages, niche outreach, and digital PR style angles
- On site proof improvements (better testimonials placement, clearer “who it is for”)
Month by month execution and performance (January to September 2025)
Below is the full timeline with monthly numbers and the main work completed. The “organic sessions” are GA4 sessions from organic search, and “search clicks” are from Google Search Console.
January 2025
We started with the audit, tracking cleanup, and quick technical wins that can show early movement without waiting months.
Monthly performance:
- Organic sessions: 4,180
- Search clicks: 2,950
- Demo requests from organic: 18
Work completed:
- Confirmed GA4 conversion events (demo form, contact form, key button clicks).
- Ran crawl audit and created a fix list (duplicates, thin pages, broken links).
- Rewrote title tags and meta descriptions for the top 15 pages by impressions.
- Started a clean internal linking plan to push authority toward money pages.
- Built a keyword map for product, solutions, use cases, comparisons, and blog clusters.
Content shipped:
- 1 refreshed product overview page (tightened messaging for search intent)
- 2 blog updates (rewritten to match clearer questions and headings)
February 2025
This month was about cleaning up crawl signals and making sure the site structure made sense for humans and Google.
Monthly performance:
- Organic sessions: 4,650
- Search clicks: 3,210
- Demo requests from organic: 20
Work completed:
- Fixed duplicate titles and cleaned up overlapping pages that were competing.
- Added stronger internal links from high traffic blogs to solution pages.
- Improved Core Web Vitals on two key templates by reducing script load.
- Updated old posts with clearer sections, short intros, and stronger CTAs.
Content shipped:
- 2 new solution focused landing pages
- 2 new blog posts targeting pain point keywords
March 2025
We moved into cluster building. The idea was simple: when Google sees depth and clear structure, rankings become easier to win and hold.
Monthly performance:
- Organic sessions: 5,380
- Search clicks: 3,780
- Demo requests from organic: 23
Work completed:
- Built the first “pillar page” for a core topic and connected supporting articles to it.
- Cleaned up internal anchor text so links were descriptive, not generic.
- Set up a simple content template so every post had the same strong structure.
- Added FAQ sections on top pages to match long tail searches.
Content shipped:
- 1 pillar page (long form guide)
- 3 supporting blog posts in the same cluster
- 1 comparison style page draft (published next month)
April 2025
This is where we started seeing stronger jumps, because the technical base was stable and the new content had enough internal support.
Monthly performance:
- Organic sessions: 6,420
- Search clicks: 4,520
- Demo requests from organic: 27
Work completed:
- Published the first comparison page and linked it from relevant blogs and solution pages.
- Improved on page copy for “book a demo” sections so they felt natural, not pushy.
- Added schema on selected pages where it was a clean fit.
- Started outreach for niche links from legal ops communities and partners.
Content shipped:
- 1 comparison page
- 2 integration related pages (based on what prospects asked sales)
- 2 blog posts tied to the main cluster
May 2025
We focused on scaling what was working. This month was heavy on content, internal linking, and tightening conversion paths.
Monthly performance:
- Organic sessions: 7,550
- Search clicks: 5,300
- Demo requests from organic: 31
Work completed:
- Created a second cluster around another high intent topic.
- Added internal links across clusters so authority flowed across the site, not just inside one topic.
- Updated top landing pages with clearer “who it is for” sections.
- Built a basic content refresh list for older posts with impressions but low clicks.
Content shipped:
- 1 new pillar page
- 3 supporting blog posts
- 1 use case page for a specific buyer role
June 2025
By now, we had enough content and structure to start winning more Top 10 rankings. We also improved quality filters so the traffic coming in was more likely to request a demo.
Monthly performance:
- Organic sessions: 8,620
- Search clicks: 6,140
- Demo requests from organic: 34
Work completed:
- Reworked internal linking on older posts to point toward updated solution pages.
- Tightened page intent so each page targeted one clear search purpose.
- Built a stronger “related content” section at the end of articles to reduce drop offs.
- Continued link outreach with a focus on relevance over raw domain metrics.
Content shipped:
- 2 comparison pages (alternatives style keywords)
- 2 blog posts answering “how to” workflow questions
- 1 case story style page using real outcomes (anonymized)
July 2025
This month was about compounding gains. We leaned into pages that were already close to the top and helped them cross the line.
Monthly performance:
- Organic sessions: 9,870
- Search clicks: 7,020
- Demo requests from organic: 38
Work completed:
- Pulled a “striking distance” list (keywords sitting around positions 8 to 20) and improved those pages.
- Added tighter intros and better headings to improve readability.
- Improved page speed on one more template used by multiple landing pages.
- Updated the main navigation labels to better match search language.
Content shipped:
- 3 blog posts supporting the top performing cluster
- 1 solutions page refresh (rewritten for clarity and intent)
August 2025
We saw the strongest lift here because multiple clusters were now mature, and internal links were doing their job. The site started to feel like a real knowledge hub, not a random set of pages.
Monthly performance:
- Organic sessions: 11,420
- Search clicks: 8,260
- Demo requests from organic: 43
Work completed:
- Expanded FAQs on the top 5 pages by impressions to capture more long tail clicks.
- Built a small internal “glossary” section to support industry term searches.
- Pushed a second round of outreach to earn links to the pillar pages.
- Improved CTAs sitewide so visitors saw the next step without feeling pressured.
Content shipped:
- 1 glossary hub page + 6 glossary entries
- 2 blog posts (compliance and legal ops workflows)
- 1 integration page based on Search Console queries
September 2025
We finished the nine month window with a focus on stability: keeping rankings, improving conversions, and making sure the traffic was turning into real sales conversations.
Monthly performance:
- Organic sessions: 12,970
- Search clicks: 9,100
- Demo requests from organic: 47
Work completed:
- Re audited the site for new technical issues and fixed small crawl problems early.
- Updated top landing pages to match the strongest converting copy patterns.
- Refreshed older posts that still had impressions but low click through rate.
- Built a repeatable monthly SEO dashboard for the client team.
Content shipped:
- 2 refreshed pillar pages (added new sections and better internal links)
- 2 blog updates (improved intent match and CTAs)
- 1 case story page focused on a clear outcome and process
Results and proof (before vs after)
Here is the clean “before vs after” using January 2025 compared to September 2025.
Traffic and visibility:
- Organic sessions: 4,180 to 12,970 (up 210%)
- Search clicks: 2,950 to 9,100 (up 208%)
- Search impressions: 98,000 to 310,000 (up 216%)
Leads and pipeline indicators:
- Demo requests from organic: 18 to 47 (up 161%)
- Keywords in Top 10 (tracking sample set): 41 to 186
- Keywords in Top 3 (tracking sample set): 6 to 34
What mattered most is that growth came from non brand keywords tied to real buying intent, not just broad “legal” terms that do not convert.
What actually moved the needle
A few actions had an outsized impact compared to everything else.
Cleaning up page intent and reducing internal competition
Early on, multiple pages were trying to rank for the same idea. Once we clarified which page should rank for which topic, Google had a much easier time trusting and ranking the right page.
What we did:
- Merged overlapping content where needed
- Rewrote page titles to match the real query intent
- Strengthened internal linking so the main page was clearly the “primary” one
Content clusters instead of one off posts
Publishing random blog posts is slow. Building clusters made the site feel deeper and more reliable, and it improved internal linking naturally.
What we did:
- Created pillar pages for core topics
- Wrote supporting posts that answered narrower questions
- Linked everything together in a way that made sense to a reader
Comparison and alternatives pages (done carefully)
In B2B SaaS, comparison searches are high intent. But they also need to be honest. We focused on clear, useful comparisons, not trash talk.
What we did:
- Built pages that explained who each option fits best
- Added real feature and workflow differences using simple language
- Linked these pages from relevant blog posts and solution pages
Conversion improvements that kept the site feeling human
More traffic is great, but if the site does not guide people to the next step, leads stay flat. We improved conversions without making the site feel salesy.
What we changed:
- Clearer demo CTAs in natural spots
- Better “who it is for” sections
- More proof placed near decision points (without clutter)
Tools used
We kept the tool stack simple and practical. Every tool had a clear job, and we avoided busy work.
Tracking and reporting:
- Google Analytics 4
- Google Search Console
- Google Tag Manager
- Looker Studio (monthly reporting dashboard)
Research and SEO execution:
- Ahrefs or Semrush (keyword research and competitor checks)
- Screaming Frog (technical crawl audits)
- PageSpeed Insights and Lighthouse (performance checks)
- Google Sheets and Docs (content briefs and mapping)
Content quality and on page checks:
- SurferSEO or Frase (outline support and coverage checks)
- Grammarly (final copy cleanup)
Why this worked for a LegalTech platform in Atlanta
Even though the company is based in Atlanta, this was not a “local SEO” play. It was a B2B search strategy built around how legal and compliance buyers research software.
The approach worked because:
- We matched content to real search intent at each stage of buying
- We built topical depth instead of chasing isolated keywords
- We fixed technical blockers early so content could perform
- We improved conversion paths so traffic turned into demos
If you want similar results
This project started on January 8, 2025 and ran through September 2025, and it required steady monthly work, not one time fixes. If you want to publish a SEO Case Study like this on your site and back it up with a clean plan, Goforaeo can help you build the same kind of SEO engine with clear reporting and practical execution.