SEO Case Study: How a Procurement Platform Increased Buyer Requests by 255%
In June 2025, an Alpharetta based procurement platform partnered with Goforaeo because their organic traffic was not turning into steady buyer requests. They had a strong product, but most of their inbound leads were coming from outbound sales and paid campaigns. They wanted more procurement teams finding them through Google and submitting real requests.
This case study covers the exact dates, the monthly actions we took, the tools we used, and the before vs after proof. Everything below is based on tracked form submissions and product request events, not vanity traffic.
Client snapshot: Who this was and what they sell
This client is a B2B procurement platform headquartered near Alpharetta, Georgia. They help mid market and enterprise teams manage sourcing, supplier onboarding, RFQs, and purchasing workflows. Their buyers are procurement managers, operations leaders, and finance teams.
Before SEO, the site had content, but it did not match how buyers search for procurement solutions. A lot of pages were feature heavy and unclear, and several high intent keywords were missing dedicated landing pages. They were also competing against big brands, so they needed sharper pages and stronger trust signals.
What we counted as a buyer request:
We kept the definition strict so results stayed genuine.
- Counted as buyer requests:
- Demo request form submissions from organic
- “Request pricing” submissions from organic
- “Request a supplier match” submissions from organic
- RFQ consultation requests submitted from organic
- Demo request form submissions from organic
- Not counted:
- Partner pitches, job applicants, spam, and student research
- Generic contact messages with no buying intent
- Partner pitches, job applicants, spam, and student research
Dates and timeframe: When this campaign ran
This SEO campaign ran from June 3, 2025 to December 12, 2025. June 1–30, 2025 was used as the baseline month, and December 1–31, 2025 was used as the final comparison month.
Performance was tracked weekly to guide decisions, and reporting was done monthly to keep comparisons consistent. Buyer request counts were validated in the CRM to ensure the numbers matched real inbound activity.
Starting point in June 2025: Baseline metrics and key issues
In June 2025, the platform had some visibility for broad procurement terms, but it struggled to rank for high intent searches. Many visitors landed on blog pages that did not push toward a demo, and the core product pages were not organized around search intent.
We also found tracking gaps. A few key forms were not firing cleanly into GA4 events, and some conversions were grouped together, which hid the true source of requests. Fixing measurement was one of the first steps, because SEO decisions are only as good as the data.
Baseline metrics: June 1 to June 30, 2025
- Organic sessions: 6,200
- Buyer requests from organic: 78
- Qualified buyer requests: 52
- Organic buyer request rate: 1.26%
- Top 10 ranking keywords: 31
- Pages bringing most organic leads: 2 core pages, plus 1 blog post
Before vs after proof: What changed by December 2025
By December 2025, the site was ranking more often for solution terms like procurement platform, supplier management software, RFQ software, and purchase order workflow. More buyers were landing on pages built for their exact search, reading clear proof sections, and submitting requests.
The biggest difference was intent alignment. We stopped relying on broad blog traffic and built a system where high intent searches landed on pages designed to convert.
Comparison metrics: December 1 to December 31, 2025
- Organic sessions: 18,400
- Buyer requests from organic: 277
- Qualified buyer requests: 196
- Organic buyer request rate: 1.50%
- Top 10 ranking keywords: 112
- Pages bringing most organic leads: 8 core pages, plus 4 guides
Buyer requests increased from 78 in June 2025 to 277 in December 2025. That is a 255% increase in buyer requests, using the same tracking rules throughout the campaign.
What we changed: The strategy in simple words
We did not chase traffic for the sake of traffic. For a procurement platform, the best SEO results come from ranking for problem based searches and making it easy for a buyer to take the next step. We focused on clarity, trust, and strong landing pages.
Our approach had five parts: technical cleanup and tracking, site structure and keyword mapping, landing page upgrades, content that supports buying decisions, and authority building. We also improved conversion paths so more visitors turned into requests.
The main shift:
We moved the website from “feature pages” to “buyer intent pages.” This helped both Google and buyers understand the platform faster.
Technical and tracking foundation: Making the data and site clean
We started by fixing measurement and cleaning technical issues that limit rankings. B2B SaaS sites often have hidden problems like duplicate URLs, thin pages indexed by mistake, and slow or heavy scripts. Those issues make it harder for Google to trust the site.
We improved crawl paths, removed duplicate signals, and made sure key pages were easy to find from internal links. We also cleaned up conversion tracking so every buyer request type was counted properly.
Key technical actions:
- GA4 events set up for each request type: demo, pricing, RFQ consult, supplier match
- Tag Manager cleanup to prevent double counting
- Index cleanup: removing low value pages from indexing where needed
- Fixing internal redirect chains and broken links
- Speed improvements on core pages, especially on mobile
Site structure and page mapping: Giving every keyword a real home
A common problem in procurement SEO is that one page tries to cover everything. That makes the page too broad and it rarely ranks well. We built a clean map: one core intent per page, supported by related content.
We grouped keywords into clusters: procurement suite, supplier management, RFQ and sourcing, purchasing automation, and integration topics. Then we matched each cluster to a dedicated landing page, plus supporting guides that answered buyer questions.
What we created or rebuilt:
- Core solution pages: focused, clear, and built to rank
- Use case pages: aligned to real team needs like multi location purchasing
- Industry pages: when the client had real proof in those industries
- Integration pages: explaining how the tool fits into existing stacks
Content engine: Helpful pages that push buyers toward a request
Blog content only works when it supports conversion pages. We built guides that answered the questions buyers ask before they book a demo. These guides also helped the platform rank for mid funnel searches and build trust.
We kept the writing simple, direct, and practical. Every guide had clear next steps and internal links to the relevant solution page. Over time, these guides became consistent entry points that produced qualified buyer requests.
Content topics that performed well:
- Procurement platform checklist: what to look for
- Supplier onboarding process: steps and common mistakes
- RFQ templates and process: what makes sourcing faster
- Purchase order workflow: approvals, controls, and visibility
- Procurement KPIs: what leaders track and why
Authority building: Getting trusted mentions in a competitive space
Procurement keywords are competitive, and buyers are careful. We built authority in a way that fits B2B SaaS: earning credible links, relevant mentions, and useful resources that others can cite.
The approach prioritized partner relationships, industry directories that actually matter, and content-based outreach. Unlinked brand mentions were reclaimed and broken backlinks were fixed—often quick wins that strengthen authority without adding risk.
Authority actions we used:
- Partner outreach: integrations, tech partners, and consultants
- Unlinked mention reclamation and broken link fixes
- Guest contributions and quotes on procurement topics
- Promoting the best guides to earn natural references
Conversion improvements: Turning SEO clicks into buyer requests
Traffic growth is not enough if forms are confusing or CTAs are buried. We improved the request experience so buyers could act quickly. Small conversion improvements made the SEO gains multiply.
We simplified forms, clarified value above the fold, and added proof blocks that reduced hesitation. We also improved page messaging to match the exact search term, so visitors felt they landed in the right place.
Conversion actions that increased requests:
- Clear CTA blocks: “Request pricing” and “Book a demo” in key spots
- Shorter forms with better fields: company size, use case, timeline
- Proof sections: short case results, logos, and process snapshots
- Strong internal links from guides into the right solution page
Tools used: What we relied on throughout the campaign
We used a focused stack so tracking stayed consistent month to month.
- Google Analytics 4: sessions, conversions, landing page performance
- Google Search Console: queries, impressions, clicks, indexing, page growth
- Google Tag Manager: event tracking for every buyer request type
- HubSpot CRM: lead stages, qualification filters, source validation
- Ahrefs: keyword research, competitor gaps, backlink tracking
- Screaming Frog: technical audits, internal links, duplication checks
- PageSpeed Insights and Lighthouse: speed checks and fixes
- Looker Studio: monthly reporting dashboard
- Hotjar: scroll and click behavior for conversion fixes
- Google Sheets: keyword map, content plan, and monthly sprint tracking
Month by month work and results: June to December 2025
The next section shows what we did each month and the buyer request numbers that followed. These are tracked buyer requests from organic traffic, validated in analytics and CRM.
June 2025: Audit, tracking fixes, and quick page cleanup
We started by fixing conversion tracking and auditing the site structure. We cleaned duplicate pages and rebuilt titles and headings on the pages that already had some demand. This month set the foundation so future growth was measurable.
Monthly results:
- Organic sessions: 6,200
- Buyer requests: 78
- Qualified buyer requests: 52
Work completed:
- GA4 events built for demo, pricing, and supplier match requests
- Technical crawl audit and top issue fixes
- First update pass on 3 core pages
July 2025: Building intent pages and internal linking
We created the page map and started rebuilding solution pages with clearer intent. We also strengthened internal links so Google could understand the main pages quickly. At this point, rankings started to move for mid difficulty keywords.
Monthly results:
- Organic sessions: 7,300
- Buyer requests: 92
- Qualified buyer requests: 64
Work completed:
- 2 solution pages rebuilt and published
- Internal linking rules applied across the site
- Meta titles rewritten for higher clicks
August 2025: Content launch that supports demos
We published the first set of buying guides and linked them directly to solution pages. We also added proof sections and better CTAs on key landing pages. This month brought more mid funnel traffic that converted well.
Monthly results:
- Organic sessions: 9,200
- Buyer requests: 118
- Qualified buyer requests: 82
Work completed:
- 4 guides published and linked to core pages
- Form improvements: fewer fields and clearer labels
- FAQ additions based on Search Console queries
September 2025: Technical tightening and page one pushes
We reviewed Search Console and focused on pages ranking close to page one. Those pages were expanded with stronger sections, clearer examples, and improved internal linking. Page speed was also improved on the pages driving the most conversions.
Monthly results:
- Organic sessions: 11,700
- Buyer requests: 149
- Qualified buyer requests: 106
Work completed:
- 7 pages improved that ranked positions 8 to 20
- Speed improvements on top landing pages
- Better schema for FAQs where it fit naturally
October 2025: Authority building and competitive gaps
Once pages were stronger, we began more consistent outreach. We earned relevant mentions and links to the best guides and key solution pages. We also created one industry page where the client had strong proof.
Monthly results:
- Organic sessions: 14,800
- Buyer requests: 191
- Qualified buyer requests: 134
Work completed:
- Partner outreach cycle launched
- Unlinked mentions reclaimed and broken links fixed
- 1 industry page and 1 integration page published
November 2025: Conversion improvements and more high intent pages
We focused on increasing the request rate without harming lead quality. Above-the-fold messaging was clarified, and CTA placement was improved across solution pages. We also added a pricing expectations section to reduce low-intent requests.
Monthly results:
- Organic sessions: 16,900
- Buyer requests: 233
- Qualified buyer requests: 168
Work completed:
- CTA blocks improved on 6 high traffic pages
- Form logic updates to filter out poor fit leads
- Refresh of top guides based on new query data
December 2025: Compounding results and 255% milestone
By December, the system was working together: stronger pages, better internal links, more authority, and clearer conversion paths. We refreshed top converting pages and reinforced internal links to keep momentum.
Monthly results:
- Organic sessions: 18,400
- Buyer requests: 277
- Qualified buyer requests: 196
Work completed:
- Final content refresh of top solution pages
- Internal links strengthened from guides to high converting pages
- Ongoing outreach and partner mentions continued
Why buyer requests increased by 255% in this campaign
The first reason was intent pages. When each core keyword cluster had a focused page, rankings became more stable and buyers landed on pages that matched their search. That reduced confusion and increased requests.
The second reason was trust and proof. Procurement buyers look for credibility fast, and proof sections plus clear process content helped them feel safe booking a demo. Better authority signals also helped in a competitive market.
The third reason was conversion clarity. Small changes like better CTAs, shorter forms, and clearer messaging made a big difference. Once traffic rose, these conversion gains multiplied into more buyer requests.
What we would do next to keep scaling
SEO growth should not stop after one strong period. The next phase would focus on deeper content for specific categories and stronger comparison pages. We would also build more integration pages and expand proof content tied to real outcomes.
Next steps we would prioritize:
- Comparison pages: platform vs common alternatives
- More industry pages where the client has real case proof
- Updating guides quarterly to keep them current and ranking
- Continued authority work with partners and credible procurement sources
Closing summary
From June 3, 2025 to December 12, 2025, Goforaeo helped an Alpharetta procurement platform build a steady SEO buyer request engine. Buyer requests from organic increased from 78 in June 2025 to 277 in December 2025, which is a 255% increase backed by strict tracking and consistent monthly reporting.