SEO Case Study: From 0 to 30 Enterprise Keywords in 4 Months for a B2B Identity Platform in San Francisco
In April 2025, a B2B identity platform based in San Francisco partnered with Goforaeo because their product was strong, but their search visibility was not showing up where enterprise buyers actually look. They had outbound and partner motion working, yet inbound enterprise discovery from Google was close to zero.
Four months later, they had 30 enterprise-intent keywords ranking on page one, and the SEO channel started producing steady demo requests from security, IT, and platform teams.
Project snapshot:
This campaign ran for four months from April 2025 to July 2025, with March 2025 used as the baseline month for before data and tracking validation.
Key details:
- Location: San Francisco, California
- Industry: B2B identity platform, enterprise identity and access workflows
- Timeframe: April 2025 to July 2025
- Primary result: Enterprise-intent keywords on page one grew from 0 to 30
What we mean by “enterprise keywords” in this SEO Case Study:
- Queries that show buying intent from mid market and enterprise teams
- Searches tied to identity platform evaluation, implementation, migration, compliance, and integrations
- Terms where the searcher is comparing platforms, not learning basics
Company background:
The client builds an identity platform that supports secure login, user management, integrations, and enterprise-grade requirements like SSO, SCIM provisioning, audit logs, and role-based controls. Their typical buyer is a security leader, a platform engineering manager, or an IT admin who needs a reliable identity layer.
They already had strong product materials, but those assets were not organized for search and were not ranking for commercial queries.
Audience and sales cycle reality:
Enterprise buyers rarely convert from one blog post. They read a few comparison pages, check docs, review security details, and then book a demo when confidence is high.
Because of that, SEO for an identity platform has to do two jobs at the same time:
- Win visibility for high-intent searches
- Build trust fast with proof, clarity, and technical depth
What made this market difficult:
Search competition was heavy. Many competitors had years of content, strong backlinks, and hundreds of pages around “SSO,” “SCIM,” “CIAM,” and “identity platform” topics.
We had to move quickly, but we also had to keep everything clean and credible.
Starting point and baseline data:
March 2025 was the baseline month before any SEO work started. During that month, Goforaeo audited the site, mapped gaps, and confirmed what was really happening in search.
The site had a few product pages and docs, but it was missing the pages that match enterprise evaluation intent.
Baseline in March 2025:
These were the key “before” metrics we used:
- Enterprise-intent keywords on page one: 0
- Enterprise-intent keywords in top three: 0
- Organic sessions to product and solution pages: 1,050 per month
- Demo requests attributed to organic search: 6 per month
- Search Console clicks from non-brand queries: 210 per month
What we saw in rankings at baseline:
- The site mainly ranked for brand and a few broad terms
- Competitors owned comparison searches and integration searches
- Docs pages were indexed, but not structured to win evaluation queries
Key issues found in the audit:
We found a small set of problems that had a big impact:
- Missing pages for enterprise “buying” searches like comparisons, migrations, and implementation
- Weak internal linking between product pages, docs, and security content
- Content that explained features, but did not answer enterprise questions like rollout, risk, and integration steps
- A few technical issues that slowed indexing and reduced crawl focus
What we measured and how we proved results:
We kept reporting simple, and we focused on proof that leadership could trust. Rankings were tracked, but we also tracked clicks, page engagement, and demo actions.
We used two layers of measurement:
- Search visibility signals
- Business signals tied to demo requests
Definitions we used for reporting:
To avoid inflated numbers, we used strict definitions:
- “Enterprise keyword” counted only if it had clear buying intent and matched a real use case
- A keyword was counted in the final total only when it reached page one positions
- Demos were counted only when a demo form was submitted or the booking link was completed and confirmed in CRM
Tracking setup in early April 2025:
In the first week of April 2025, we validated the tracking stack so results were measurable month to month:
- Google Analytics 4 for traffic, conversions, and engagement
- Google Search Console for queries, indexing, and page performance
- Rank tracking for a focused list of enterprise-intent terms
- CRM tracking to confirm which demos were real and which were qualified
We also added event tracking for actions that matter in enterprise evaluation:
- Demo request submissions
- “Talk to sales” clicks
- Security page visits and time on page
- Docs pages that support implementation intent
Strategy overview:
The approach was built to win enterprise intent without flooding the site with random content. Every page we created had a job, and every month we pushed pages that were already getting impressions closer to page one.
This strategy had four pillars, and each pillar supported the next.
Pillar 1: Technical foundation and crawl focus:
Before publishing new pages, we fixed issues that slowed down indexing and diluted relevance.
Key actions:
- Cleaned sitemap and indexing signals so key product pages were prioritized
- Reduced duplicate or thin pages that confused search engines
- Improved page speed on key landing pages
- Created a clear site structure so product, solutions, security, and docs linked naturally
Pillar 2: Enterprise landing pages that match buying searches:
Enterprise search intent is not just “what is SSO.” It is “which platform should we use and how hard is it to deploy.”
We built pages around the searches buyers use when comparing options:
- “Identity platform for SaaS” style solution pages
- SSO, SAML, OAuth, and SCIM focused pages with real implementation context
- “Okta alternative” and “Auth0 alternative” style comparison intent pages, written carefully and honestly
- Integration pages for popular tools that show real deployment intent
- Migration pages like “migrate from X to Y,” built around safe, practical steps
Each page followed a simple structure:
- Who this is for
- What problem it solves
- How it works at a high level
- What implementation looks like
- Trust signals like security, compliance, and proof
- A clear path to request a demo
Pillar 3: Proof, trust, and security content that reduces risk:
In identity, trust is the product. We strengthened the pages that enterprise buyers look for during evaluation.
We improved:
- Security overview page with clear controls and practices
- Compliance and privacy sections in simple language
- Uptime, monitoring, and support expectations
- Implementation support and onboarding process
We also added proof elements across the site:
- Short case snapshots with outcomes and timelines
- Customer logos where approved
- Quotes from customer feedback where allowed
- Simple “how teams use this” examples that feel real
Pillar 4: Authority building that stays credible:
We avoided shortcuts. We focused on links and mentions that make sense for a B2B security and platform product.
Our approach included:
- Partner mentions and integration ecosystem placements
- Founder and engineer quotes in relevant industry content
- Technical guest contributions on trusted sites
- Clean internal linking to pass authority to the pages that needed it most
Month by month execution and results:
Each month had planned work plus a review cycle. We used Search Console data to pick which pages to expand, which queries to target next, and which pages needed stronger internal links.
April 2025: fix foundations and ship core enterprise pages:
April 2025 was the month where we built the base and published the first wave of high-intent pages.
Work completed:
- Technical cleanup for indexing, speed, and crawl focus
- Rebuilt main product pages with stronger enterprise wording and clearer CTAs
- Published 6 enterprise landing pages focused on SSO, SCIM, and identity platform use cases
- Set up internal linking from docs to product pages and from product pages to security pages
Results in April 2025:
- Enterprise-intent keywords on page one: 6
- Enterprise-intent keywords in top three: 1
- Non-brand clicks from Search Console: 290 per month
- Organic sessions to product and solution pages: 1,420 per month
- Demo requests attributed to organic search: 9 per month
What we learned in April:
- Integration-style queries started to show impressions quickly
- Buyers responded well to pages that explained deployment steps in plain words
May 2025: comparisons, integrations, and conversion improvements:
May 2025 focused on pages that enterprise buyers use to make decisions. We also tightened the conversion path so traffic turned into demos.
Work completed:
- Published 8 pages focused on comparisons, integrations, and migration intent
- Added simple “implementation steps” sections to the top converting pages
- Strengthened proof blocks across 5 core pages
- Reduced demo form friction by removing extra fields and clarifying what happens after submission
Results in May 2025:
- Enterprise-intent keywords on page one: 14
- Enterprise-intent keywords in top three: 6
- Non-brand clicks from Search Console: 430 per month
- Organic sessions to product and solution pages: 2,050 per month
- Demo requests attributed to organic search: 14 per month
What improved in May:
- Comparison pages began pulling the best-qualified traffic
- Demo conversion rate rose because the booking flow was simpler and clearer
June 2025: expand what is ranking and strengthen authority:
June 2025 was about pushing near page one keywords into stable page one positions. We used Search Console query data to expand sections that were already gaining impressions.
Work completed:
- Expanded 10 pages with deeper FAQs, examples, and clearer positioning
- Built 4 technical guides that support enterprise evaluation, like rollout planning and access controls
- Added structured data where relevant to improve clarity in search
- Started targeted outreach for partner mentions and integration ecosystem links
- Improved internal linking so every guide pointed to the right solution page
Results in June 2025:
- Enterprise-intent keywords on page one: 23
- Enterprise-intent keywords in top three: 11
- Non-brand clicks from Search Console: 610 per month
- Organic sessions to product and solution pages: 2,900 per month
- Demo requests attributed to organic search: 18 per month
What stood out in June:
- Pages with strong “how it works” sections moved faster
- More demos came from platform and security teams, not just general founders
July 2025: reach 30 enterprise keywords and tighten lead quality:
July 2025 focused on finishing the four month push. We scaled the pages that were converting and added clarity to reduce low-fit requests.
Work completed:
- Published 5 enterprise pages focused on industry use cases and compliance-heavy needs
- Expanded security and trust pages with clearer language and better navigation
- Added “best fit” and “not a fit” sections to improve demo quality
- Continued partner outreach and earned 6 relevant mentions across the month
- Refreshed internal linking across the full site to push authority to the top pages
Results in July 2025:
- Enterprise-intent keywords on page one: 30
- Enterprise-intent keywords in top three: 16
- Non-brand clicks from Search Console: 820 per month
- Organic sessions to product and solution pages: 3,650 per month
- Demo requests attributed to organic search: 24 per month
What we saw by the end of July:
- The site started ranking for multiple “platform evaluation” searches
- SEO demos included more integration and rollout questions, which is a strong buying signal
Before versus after proof:
This section compares March 2025 baseline to July 2025, after four months of work.
Enterprise keyword visibility:
March 2025 compared to July 2025:
- Enterprise-intent keywords on page one: 0 to 30
- Enterprise-intent keywords in top three: 0 to 16
- Search Console non-brand clicks: 210 to 820 per month
Traffic growth to pages that matter:
March 2025 compared to July 2025:
- Organic sessions to product and solution pages: 1,050 to 3,650 per month
- Engagement on security and implementation content increased, with more multi-page sessions
Demo growth from organic search:
March 2025 compared to July 2025:
- Demo requests attributed to organic search: 6 to 24 per month
- Higher share of demos mentioned SSO, SCIM, and implementation requirements
Tools used during the campaign:
We used a simple tool stack that supported planning, execution, and proof. Every tool had a clear reason, and we avoided tool overload.
Tracking and reporting tools:
- Google Analytics 4: conversion tracking and page performance
- Google Search Console: query trends, indexing health, and page level clicks
- Looker Studio: monthly dashboard reporting for leadership
- CRM reporting: verified demos and tracked lead quality movement
SEO research and execution tools:
- Screaming Frog or a similar crawler: technical audits, internal linking checks, and status code reviews
- Ahrefs or Semrush: competitor gap research, keyword mapping, and link monitoring
- Rank tracking tool: weekly tracking for the enterprise-intent keyword set
Conversion and behavior tools:
- Heatmaps and session recordings: showed where enterprise visitors hesitated
- Form tracking: helped reduce friction and improve demo completion
Why this worked for an identity platform:
This worked because we treated SEO like enterprise selling. We did not chase traffic for the sake of traffic. We built pages that match real enterprise evaluation behavior.
Three things made the difference:
- Pages were created for decision intent, not general education only
- Trust content was strengthened so buyers felt safe taking the next step
- Internal linking and authority helped the most important pages rank faster and stay stable
What we avoided on purpose:
To keep growth genuine and stable, we avoided tactics that can cause volatility later:
- No bulk low-quality link building
- No thin content published only to fill a blog calendar
- No inflated reporting based on brand keywords only
Next steps after July 2025:
After July 2025, the plan was to keep scaling what worked and expand into new enterprise areas without losing clarity.
The next phase included:
- More integration pages based on partner priorities and Search Console data
- More industry-specific landing pages for regulated verticals
- More case snapshots with clear timelines and outcomes
- Continued authority building through partner ecosystem and technical contributions
Key takeaways:
If you are a B2B platform company and you want enterprise SEO growth, the biggest wins usually come from doing a few things very well.
Takeaways from this campaign:
- Build pages for how enterprise buyers actually search and compare
- Make security and implementation trust easy to find and easy to understand
- Use Search Console monthly to expand what is already gaining traction
- Keep conversion paths simple, and qualify leads with clear fit messaging
This SEO Case Study shows how a focused SEO plan, executed month by month, can turn an identity platform from invisible on enterprise searches to a steady presence on page one, while also improving real demo flow from the right kind of buyers.