SEO Case Study: Increased Demo-Ready Sessions by 190% in 7 Months for a B2B Sales Enablement Tool in Chicago
In March 2025, a Chicago based B2B sales enablement software company partnered with Goforaeo to improve the quality of organic traffic, not just the volume. The product was strong, the sales team was active, but the website was bringing in too many early stage visitors who were not ready to book a demo.
This SEO Case Study shows how we increased demo-ready sessions by 190% in seven months with clear tracking, focused pages, and content built around real sales questions from Chicago and US based revenue teams.
Project snapshot: dates, timeframe, location, and what we tracked
The campaign ran for seven months from March 2025 through September 2025. We used February 2025 as the baseline month before work started so the before vs after comparison stayed clean.
Quick details:
- Location: Chicago, Illinois
- Business type: B2B sales enablement tool for mid market teams
- Timeframe: March 2025 to September 2025
- Baseline month: February 2025
- Core metric: demo-ready sessions from organic search
What “demo-ready session” means in this project
We did not count every blog visit as a win. We tracked sessions that showed clear buying intent and matched what the sales team called “a serious evaluator.”
A demo-ready session was counted when a visitor met intent signals like these:
- Visited a high intent page like Demo, Pricing, Integrations, Security, or Use Case
- Spent at least 60 seconds on site and viewed 2 or more pages
- Triggered a key action like clicking “Book a demo,” opening the pricing modal, or starting a form
This kept reporting honest. It also helped the client’s leadership team connect SEO work to pipeline quality.
Starting point in February 2025: what was happening before Goforaeo
The company had steady brand interest, a few paid campaigns, and some referral traffic, but organic search was not pulling its weight for sales.
Here is what we saw in February 2025:
- Organic sessions: 8,200
- Demo-ready sessions from organic: 220
- Demo request form submissions from organic: 34
- Organic demo conversion rate: about 0.41% of organic sessions
- Keywords in top 3 positions for core “sales enablement” and “sales content” terms: 6
The main issues we found early
We saw patterns that are common for B2B SaaS sites that grew content fast but did not align it with intent:
- Too many pages targeted broad “what is” topics without pushing evaluators to next steps
- Product and use case pages were thin and did not match how teams search when comparing tools
- Internal linking was weak, so blog posts did not guide users into product pages
- Tracking was mixing informational traffic and buyer traffic, so it was hard to prove value
The strategy: how we improved buyer intent from search
We built the plan around a simple idea: bring the right people to the right page, then make it easy to move toward a demo.
To do that, Goforaeo used four connected workstreams that ran across the full seven months.
Workstream 1: fix tracking so intent is measurable
We started with clean tracking in early March 2025 because without it, the team would keep debating opinions instead of looking at numbers.
Key setup items:
- Google Analytics 4 events for demo button clicks, pricing interactions, form starts, and form submits
- Google Search Console segmentation for brand vs non brand queries
- HubSpot tracking so demo requests could be tied to landing pages and keywords
- A simple definition for demo-ready sessions applied consistently every month
Workstream 2: rebuild the site around commercial intent pages
We improved and expanded pages that buyers look for when they are comparing tools. These pages became the main landing pages for non brand commercial keywords.
Pages we focused on:
- Sales enablement platform page
- Use case pages for SDR teams, account executives, enablement leaders, and revenue ops
- Integrations pages for common tools used by SaaS teams
- Security and compliance page written in simple, direct language
- Pricing and packaging clarity, with FAQs that matched sales objections
Workstream 3: content that supports evaluation, not just awareness
We did create content, but not the usual high volume blog plan. We built content around evaluation questions and buyer pain points that come up right before a demo.
Content types we used:
- Comparison pages: brand alternatives and category comparisons
- “Best for” pages: focused on the exact team type and situation
- Problem solving guides: short and practical, with product proof inside
- Customer proof pages: stories with numbers, quotes, and workflow screenshots
Workstream 4: conversion improvements on high intent pages
More traffic does not help if high intent visitors bounce. We updated page structure, copy, and calls to action so evaluators had a clear next step.
Conversion improvements included:
- Clear demo CTAs placed near key proof sections, not just in the header
- Shorter forms and fewer required fields
- Better trust blocks: security highlights, logos, and short proof points
- Stronger internal links from blogs into use cases and integrations
Month by month work and results: March 2025 to September 2025
Below is the full monthly breakdown with actions taken and performance metrics. This is where the real proof is.
March 2025: tracking, technical clean up, and intent map
In March 2025, we set the measurement baseline properly and created an intent map that connected keywords to the right page types.
What we did in March 2025:
- GA4 event tracking and HubSpot attribution cleanup
- Technical audit fixes: indexation issues, duplicate titles, and slow templates
- Keyword intent mapping for top 200 non brand terms
March 2025 results:
- Organic sessions: 8,600
- Demo-ready sessions: 260
- Demo requests from organic: 39
- Notes: early lift mainly from better routing and improved internal linking
April 2025: rebuild core product and use case pages
In April 2025, we focused on pages that should convert, because these were the pages buyers needed but could not find.
What we did in April 2025:
- Rewrote the main product page with clearer positioning and proof
- Built 3 use case pages with simple workflows and outcomes
- Added FAQ sections based on real sales calls
April 2025 results:
- Organic sessions: 9,100
- Demo-ready sessions: 310
- Demo requests from organic: 45
- Notes: demo-ready sessions increased even though traffic growth was modest
May 2025: build integrations and “how it works” depth
In May 2025, we added depth in areas that buyers check during evaluation, especially integrations and setup.
What we did in May 2025:
- Published 6 integrations pages for common sales stacks
- Created a “How it works” page that matched the product onboarding flow
- Added internal links from top blog posts into use case pages
May 2025 results:
- Organic sessions: 9,700
- Demo-ready sessions: 380
- Demo requests from organic: 52
- Notes: integrations pages started ranking for high intent long tail searches
June 2025: comparison content and category landing pages
In June 2025, we launched content that captured evaluators searching for alternatives and comparisons.
What we did in June 2025:
- Published 4 comparison pages focused on real decision points
- Built a category landing page for “sales enablement software” with clean structure
- Updated meta titles and descriptions for higher click rates
June 2025 results:
- Organic sessions: 10,400
- Demo-ready sessions: 450
- Demo requests from organic: 60
- Notes: we saw a clear shift in query mix toward comparison and tool terms
July 2025: trust and proof upgrades across high intent pages
In July 2025, we worked on credibility. This product helped revenue teams, but the site did not show enough proof in a quick, scannable way.
What we did in July 2025:
- Added short customer proof blocks to product and use case pages
- Built a security and compliance page with plain language answers
- Improved page speed on key templates and reduced layout shifts
July 2025 results:
- Organic sessions: 11,300
- Demo-ready sessions: 520
- Demo requests from organic: 72
- Notes: the conversion rate improved because trust content reduced hesitation
August 2025: scale what ranks and tighten internal linking
In August 2025, we doubled down on what Google was already rewarding and built stronger pathways from discovery pages into demo pages.
What we did in August 2025:
- Expanded the top 6 performing pages with new sections and FAQs
- Created 10 internal link routes from blogs into integrations and use case pages
- Updated older posts to match current product messaging
August 2025 results:
- Organic sessions: 12,100
- Demo-ready sessions: 590
- Demo requests from organic: 80
- Notes: demo-ready sessions rose faster than total traffic again
September 2025: refine messaging for intent and improve CTA flow
In September 2025, we focused on small but high impact improvements that help evaluators take action.
What we did in September 2025:
- Tested CTA wording and placement on product and comparison pages
- Improved pricing explanation with clearer packaging language
- Cleaned low value pages that were pulling crawl budget
September 2025 results:
- Organic sessions: 12,700
- Demo-ready sessions: 638
- Demo requests from organic: 92
- Notes: demo-ready sessions hit 2.9x the baseline month
Before vs after proof: the numbers that matter
Here is the clear comparison between February 2025 and September 2025.
Demo-ready sessions:
- Before in February 2025: 220 demo-ready sessions
- After in September 2025: 638 demo-ready sessions
- Change: up by 190% in seven months
Demo requests from organic search:
- Before in February 2025: 34 demo requests
- After in September 2025: 92 demo requests
- Change: nearly 3x more demo requests from organic
Quality shift in organic traffic:
We also saw a strong change in what people were searching for and where they landed:
- More clicks from high intent queries like “sales enablement software,” “sales content management tool,” and “sales enablement platform integrations”
- Higher share of traffic landing on use case, integrations, comparison, and pricing related pages
- Longer session durations and higher page depth on high intent templates
Why this worked: the logic behind the growth
This result was not from one trick. It came from aligning the whole site to how a buyer thinks when they are deciding.
The biggest reasons the strategy worked:
- We measured intent clearly, so we could improve the right metric
- We created pages that match evaluation searches, not just awareness searches
- We made internal linking a priority, so discovery traffic flowed into high intent pages
- We added proof and trust content where a buyer feels doubt
For B2B SaaS, the biggest SEO wins often come from helping people make a decision, not just helping them learn.
Tools used during the campaign
We used a small set of tools and kept reporting simple so the team could move fast.
Core tracking and analytics tools:
- Google Analytics 4
- Google Search Console
- HubSpot for form tracking, lifecycle stages, and landing page attribution
SEO and site improvement tools:
- Screaming Frog for crawls and technical checks
- Ahrefs for keyword research, content gaps, and link checks
- Looker Studio dashboards for monthly reporting
- Hotjar for session recordings and page behavior insights
What a similar Chicago B2B SaaS company can copy from this
If you are a B2B SaaS company in Chicago and you want better pipeline from organic search, these are the practical takeaways:
- Define a buyer intent session and track it, do not rely on traffic alone
- Build strong use case and integrations pages early, these are money pages
- Publish comparison content that is honest and helpful, not aggressive
- Add proof everywhere buyers hesitate, especially security, setup, and results