SEO Case Study: Generated 300 Qualified Leads in 6 Months for a B2B Industrial Equipment Dealer in Dallas
In May 2025, a Dallas based B2B industrial equipment dealer partnered with Goforaeo to turn their website into a steady lead source for rentals, used equipment, parts requests, and service work. They already had a strong sales team and good inventory, but search visibility and lead tracking were weak, so the site was not helping the business the way it should.
Over the next six months, the dealership generated 300 qualified leads, and the lead quality improved because the traffic started landing on the right pages with clear next steps.
Project overview: dates, timeframe, location, and what counted as a lead
This project ran for six months from May 6, 2025 to October 31, 2025. We used April 2025 as the baseline month to show a clean before vs after comparison.
The work focused on Dallas, Texas and nearby service areas where the dealer can actually deliver equipment, service, and support.
Location and service coverage:
The core target area was Dallas, plus nearby high demand commercial zones where the sales team was already closing deals.
Main service coverage we built into the SEO plan:
- Dallas
- Fort Worth
- Arlington
- Plano
- Irving
- Grand Prairie
- Richardson
What “qualified lead” meant in this case:
We did not count every form fill as a win. A lead only counted if it matched the dealership’s real sales criteria and passed basic checks.
A qualified lead counted when it was one of these actions:
- Equipment quote request for sale or rental
- Used equipment inquiry with budget and timeline
- Rental request with dates and job type
- Parts request with model or part details
- Service request for repair, maintenance, or inspection
A lead did not count if it was:
- Job seekers using the contact form
- Vendors pitching services
- Out of service area requests
- Spam submissions or fake contact details
Where the dealer started: the April 2025 baseline
Before we changed anything, we spent time understanding how buyers search for industrial equipment in Dallas. These buyers move fast, they compare options, and they want details like capacity, availability, rental terms, and service support.
In April 2025, the website had content, but it did not match buyer intent very well, and tracking was incomplete.
Baseline metrics from April 2025:
These numbers are from April 2025, before the main SEO changes went live.
- Website sessions from organic search: 3,200
- Sessions from Dallas and nearby cities: 2,140
- Qualified leads from organic and local search: 18
- Total form submissions (including low quality): 41
- Qualified lead rate (qualified leads divided by total submissions): 44%
- Website conversion rate (qualified leads divided by sessions): 0.56%
- Google Business Profile actions (calls, website clicks, direction taps): 96
What was holding performance back:
The dealer had real demand in the market, but the site was not built to capture it. The biggest problems were clear after the first audit.
Main issues we found:
- Service pages were thin and too general, so they did not rank for specific equipment searches
- Inventory pages were not structured well, so Google could not understand what was actually available
- Location signals for Dallas were weak across the site
- The main call to action was inconsistent, so visitors did not know what to do next
- Tracking was missing for some key actions, especially phone calls and rental requests
The strategy: how Goforaeo built a lead engine without chasing empty traffic
We used a simple plan that stayed focused on search intent and lead quality. The dealership did not need random traffic, they needed the right people searching for equipment, rentals, parts, and service in Dallas.
We treated the project like a system: tracking first, then technical fixes, then better pages, then local authority, then conversion improvements.
Step 1: tracking, attribution, and qualification rules
Before pushing a lot of content, we made sure every lead could be measured and reviewed. Without this, monthly reporting becomes guesswork.
What we set up in May 2025:
- Conversion tracking for each form type: sales, rental, parts, service
- Click to call tracking for mobile visitors
- Call tracking numbers for organic and Google Business Profile
- Basic lead quality checks using form rules and CRM tags
- Monthly dashboard that showed qualified leads, not just submissions
Step 2: fix the technical foundation so pages can rank
Industrial equipment sites often suffer from crawl issues because of inventory updates, filters, and duplicated pages. We cleaned up what mattered most so Google could crawl the right pages and ignore the messy ones.
Key technical work:
- Improved crawl paths to core categories and services
- Fixed index issues on thin pages
- Cleaned duplicate titles and weak meta descriptions
- Improved mobile speed on category and rental pages
- Added clear internal linking so authority flowed to money pages
Step 3: build strong pages around real Dallas buyer intent
We mapped intent into four buckets because that is how real buyers search.
Intent buckets we targeted:
- Buy equipment: used and new
- Rent equipment: short term and long term rentals
- Parts: model based parts and urgent replacements
- Service: repair, maintenance, inspections, emergency support
Then we created or rebuilt pages for each bucket, using simple words and practical details.
Examples of pages improved or created:
- Equipment category pages like forklifts, scissor lifts, pallet jacks, warehouse handling, compressors
- Rental pages with availability language and request steps
- Parts request hub page with model details prompts
- Service pages for maintenance, repair, inspection, and planned service agreements
- Dallas focused pages that matched local searches without being thin
Step 4: local SEO and trust signals for Dallas searches
Local trust matters a lot in this industry because buyers need fast response and reliable support. We strengthened local signals so the dealer could win more map visibility and local organic clicks.
Local actions we pushed:
- Google Business Profile updates: services, products, photos, posts
- Review request process tied to completed service jobs
- Citation cleanup across business directories
- Consistent NAP data across listings
- Location content that matched real service coverage
Step 5: conversion improvements so traffic turns into leads
More rankings help, but conversion is what pays for SEO. Many changes were small, but together they made it easier for busy buyers to reach out quickly.
Conversion upgrades included:
- Clear CTAs: “Request a quote”, “Check rental availability”, “Request parts”, “Book service”
- Shorter forms for rentals and parts
- Sticky call button on mobile for service and rentals
- Proof blocks: brands supported, response time notes, warranty and service support highlights
- Better internal links from blog content to quote pages
Month by month execution: work completed and monthly lead numbers
Each month had clear deliverables and clear numbers. The result was not one big change, it was steady improvements that compounded.
The qualified lead totals below add up to 300 over six months.
May 2025: setup, audits, and quick wins
May was about measurement and removing obvious blockers. We also shipped the first set of high impact updates so the site could start moving.
Work completed in May 2025:
- Full technical audit and crawl cleanup priorities
- Conversion tracking and call tracking setup
- Rewrite of top 5 pages: rentals, service, and two major equipment categories
- Improved internal linking from homepage and navigation to core revenue pages
May 2025 results:
- Organic sessions: 3,550
- Google Business Profile actions: 112
- Qualified leads: 38
- Form submissions total: 72
- Qualified lead rate: 53%
- Top keyword movement: 6 keywords moved into positions 21 to 30
June 2025: category depth, rentals focus, and Dallas local signals
In June we built depth in categories and rental pages because rentals were a high volume lead driver. We also strengthened Dallas location signals across key pages.
Work completed in June 2025:
- Expanded 6 equipment category pages with better specs and use cases
- Built a clear rental availability request flow and simpler rental form
- Added Dallas and nearby city coverage language in a natural way
- Posted weekly updates and photos on Google Business Profile
June 2025 results:
- Organic sessions: 4,100
- Google Business Profile actions: 138
- Qualified leads: 44
- Form submissions total: 80
- Qualified lead rate: 55%
- Top keyword movement: 4 rental keywords reached page 2 positions 11 to 20
July 2025: parts and service pages, plus better internal linking
July focused on parts and service, because these leads often convert faster and lead to repeat business. We also tightened internal linking so the site started behaving like a system.
Work completed in July 2025:
- Created a parts request hub with model based prompts
- Rebuilt the service page into clear sections: repair, maintenance, inspection, emergency support
- Added FAQ sections based on actual calls the team was receiving
- Built internal link blocks from category pages to rentals, service, and parts
July 2025 results:
- Organic sessions: 4,750
- Google Business Profile actions: 164
- Qualified leads: 50
- Form submissions total: 89
- Qualified lead rate: 56%
- Top keyword movement: 8 keywords entered the top 10, mostly service and rental intent
August 2025: inventory optimization and stronger trust content
In August, we improved how inventory and used equipment pages were presented, because that is where high value buyers spend time. We also added proof and trust elements that help B2B buyers choose faster.
Work completed in August 2025:
- Improved used equipment pages: clearer descriptions, condition notes, and inquiry CTAs
- Added structured content around top brands and common models
- Published 4 simple guides for buyers: choosing capacity, rental vs buy, basic maintenance tips, jobsite safety checks
- Continued reviews and Google Business Profile posts with real job photos
August 2025 results:
- Organic sessions: 5,300
- Google Business Profile actions: 190
- Qualified leads: 55
- Form submissions total: 96
- Qualified lead rate: 57%
- Top keyword movement: 5 category keywords reached positions 4 to 8
September 2025: local authority, citations, and conversion tuning
September was about polishing. The rankings were improving, traffic was rising, and the next win came from better local authority plus removing small conversion friction.
Work completed in September 2025:
- Citation cleanup and new listings on relevant directories
- Strengthened Dallas and Fort Worth pages with real service details
- Reduced form fields again after reviewing drop offs
- Added “request parts” and “book service” CTAs on more pages
- Added trust blocks: response time, service coverage, and support process
September 2025 results:
- Organic sessions: 5,900
- Google Business Profile actions: 212
- Qualified leads: 56
- Form submissions total: 98
- Qualified lead rate: 57%
- Top keyword movement: 11 keywords in top 10, including multiple Dallas intent terms
October 2025: scaling what worked and stabilizing page one rankings
October was the month where the site started feeling consistent. The pages that were close to page one got refreshes, and we expanded the playbook to more categories.
Work completed in October 2025:
- Refreshed top pages with new FAQs, clearer CTAs, and updated service area notes
- Expanded 5 more category pages based on Search Console data
- Added a “request a fleet quote” option for multi unit rentals and repeat buyers
- Continued review requests tied to service job completion
- Tightened internal links so every category supported rentals, parts, and service
October 2025 results:
- Organic sessions: 6,650
- Google Business Profile actions: 245
- Qualified leads: 57
- Form submissions total: 101
- Qualified lead rate: 56%
- Page one presence: 14 keywords in positions 1 to 10, with several in positions 1 to 3
Before vs after proof: April 2025 compared to October 2025
This is the cleanest comparison because April 2025 was the baseline month and October 2025 was the final month of the six month campaign.
Lead growth proof:
- April 2025 qualified leads: 18
- October 2025 qualified leads: 57
- Six month total qualified leads from May 2025 to October 2025: 300
Traffic and conversion proof:
- April 2025 organic sessions: 3,200
- October 2025 organic sessions: 6,650
- April 2025 conversion rate to qualified lead: 0.56%
- October 2025 conversion rate to qualified lead: 0.86%
Local proof:
- April 2025 Google Business Profile actions: 96
- October 2025 Google Business Profile actions: 245
The growth was not only “more leads.” It was better leads because we filtered junk, improved page intent, and guided the right visitors into the right request path.
Tools used: what we relied on and why
We kept the tool stack practical. Every tool had a clear job: measurement, research, site health, or reporting.
Analytics and tracking tools:
- Google Analytics 4: traffic, landing pages, and conversion events
- Google Search Console: queries, clicks, indexing, and content opportunities
- Google Tag Manager: event tracking for forms and phone clicks
- Call tracking software: call source and call quality notes
- CRM tracking: lead status, qualified checks, and follow up outcomes
SEO and site tools:
- Screaming Frog: crawl audits, internal links, duplicate checks
- Ahrefs or Semrush: keyword research, competitor review, and content gaps
- Page speed tools: performance checks for key landing pages
- Heatmaps: page behavior review to reduce drop offs
Local SEO tools:
- Google Business Profile: posts, photos, services, and review management
- Local listings tool: citation cleanup and consistent business data
Reporting and collaboration:
- Looker Studio: monthly dashboard for leads, traffic, and rankings
- Shared content docs: approvals, updates, and publishing checklists
Why these leads were truly qualified: the simple rules we used
A lot of industrial sites get spam and low intent inquiries. We made lead quality part of the process, not something to “deal with later.”
Qualification rules we used:
- The lead must match the service area or include a real delivery plan
- The inquiry must match equipment types the dealer supports
- Rentals needed dates or job timing, even if rough
- Parts requests needed model, serial, or at least equipment type
- Service requests needed location and the type of issue
Quality checks we reviewed monthly:
- % of leads that booked a call or got a quote sent
- Top landing pages that produced qualified leads
- Forms that produced junk and needed better filters
- Keywords that brought buyers, not researchers
Key takeaways for other B2B industrial dealers in Dallas
This project worked because we stayed close to how people actually search and buy in this market. We did not try to rank for everything, and we did not write complicated content.
What made the biggest difference:
- We built pages around real intent: buy, rent, parts, and service
- We improved local trust so Dallas buyers felt safe contacting the dealer
- We fixed tracking so monthly progress was clear and honest
- We improved conversion so rankings actually turned into inquiries